What are the OTA marketing strategies of the hotel?

Hotel brother, let's talk about how to do marketing for hotel OTA operation.

1, the purpose of marketing is to drain.

2. The essence of marketing is communication.

1, establish marketing objectives-what kind of marketing should be done?

Before starting a job, we should all set a goal. In other words, what kind of effect should our marketing achieve?

The establishment of the goal can not only set a benchmark for our early planning, but also set a comparative benchmark for our later recovery activities. After comparison, we can see the shortcomings of this activity or the experience summary worthy of reference for other projects.

2. Choice of marketing nodes-how to make use of marketing advantages.

Considering the dimension of time nodes, one is to find gimmicks for marketing activities, that is, to follow the trend. Secondly, the marketing activities launched on node day may get more hits, and the overall activity effect may be better.

For example, this year's National Day coincides with the 70th anniversary of the founding of the People's Republic of China, so along this node, whether it is the marketing atmosphere or user participation, this node is a marketing choice that should not be missed. In addition, the opening season in early September, the 99 Hotel Festival launched by Ctrip, and the 20th anniversary of Ctrip can all be the choice of marketing activities.

3. Marketing customer groups-who is marketing for?

When the goal and node (borrowing point) of the activity are determined, there should also be a control over the target customers of marketing. How to control it?

Obviously, our marketing goal is communication and drainage, so we should consider where to drain. Who are the target customers? What are their consumption preferences?

There may be a misunderstanding here, which many people may ignore when doing marketing. We use different platforms for OTA operation. We should know that different platforms have different user groups and different rules. If you just do a marketing plan and then put this marketing to all platforms in active communication, then the effect may be very good on one platform, and the effect may be ignored on other platforms.

How to change it?

First of all, you have to clarify the operating rules of different platforms.

Then you have to analyze the audience of different platforms, make user portraits of platform users, and understand the consumption preferences of such users.

Finally, according to the behavior preferences of different users on different platforms, specific marketing schemes are formulated.

4, the type of marketing-what is the choice of marketing methods?

The essence of marketing is communication, so since it is communication, there are many types of communication, and there are many attractive contents for us to spread.

For hotel operators, the common ways of OTA operation marketing are promotion, discount, preferential activities and so on. Everyone can be diversified when choosing marketing methods, not too single. For example:

Different room types give different price concessions

Different prices bring different preferential ways (discount, connection discount, early bird price, etc.). )

Different platforms do different promotion methods.

5. Re-marketing-What is the effect of marketing? how to improve

After the marketing activities are carried out, whether the effect reaches the expectation or not, we should reevaluate and evaluate the marketing activities as soon as possible.

Did the marketing activities meet the expectations?

If not, what is the problem?

If so, how did you do the part that exceeded expectations?

Are there any links that need to be improved or strengthened in the whole process?

The above is an overall marketing idea. We not only do the marketing of OTA platform, but also need to consider these five aspects in offline marketing promotion. Of course, these five aspects are only a reference dimension. For different types and categories of hotels, the dimensions of consideration will be different.

Generally speaking, a complete marketing activity, early analysis and target determination, mid-term activity planning and execution, late resumption and overall evaluation are indispensable.