About hotel marketing planning scheme

At present, the competition in the hotel industry is becoming increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for hotel operators. So how to plan the hotel marketing plan? Now I bring you the hotel marketing plan, I hope you like it.

About the hotel marketing planning project 1 Qixi Valentine's Day is coming. In order to improve hotel management level and establish hotel brand awareness, our department plans to carry out the following activities according to the actual situation of the market and hotels:

First, the activity time:

August 6(th)

Second, the activity name:

"Love is Tanabata, meeting the stars"

III. Contents of activities

3. 1 "The more beautiful the night, the more lonely Tanabata" large-scale intimate dating party;

The hotel's 500-square south square is carefully decorated with various leisure tables and chairs. The square plays soothing romantic background music. Guests staying in the hotel can enter for free with their room cards, and other customers can enter with their admission tickets. There are beverage shops, snack bars and 7-up stores on site. All the guests who come here have the opportunity to draw a Qixi surprise prize, which is worth 5000 yuan. In addition, all men and women who have successfully dated will be given a beautiful gift as a souvenir.

3.2 Guest Room:

On the day of the event, the special room for Tanabata was specially launched, and the superior big bed room in Building/kloc-0 was 428 yuan/room. The next day, two people had a breakfast buffet, and they were presented with a fine rose, a bottle of fine red wine, a fine lollipop and two tickets for the performance.

3.3 Catering:

Galaxy restaurant launched

277 yuan Valentine's Day package (including two-person package, a glass of red wine and a rose)

577 yuan Valentine's Day package (including two-person package, a bottle of premium red wine, a bunch of roses and a box of chocolates)

777 yuan Valentine's Day package (including premium package for two, one bottle of imported high-grade red wine, one bouquet of roses and two tickets for Dahexiu Store)

Gong Yue restaurant

On the day of the activity, you will receive a rose when you spend 77 yuan in Gong Yue restaurant.

Fourth, the implementation details

Please contact the purchasing department to buy gifts (such as roses, chocolates, red wine, etc.). ) required for activities.

Please ask the food and beverage department to list different set meals and decorate the dining table appropriately. Please ask the person in charge of the snack city and Jiuqu restaurant in the food and beverage department to collect relevant items according to the activities and cooperate with them.

Please ask the finance department to inform all food and beverage cashiers and give discounts.

Please ask the front desk to actively promote the Tanabata special room to individual customers and introduce relevant contents; Please ask the housekeeping department to collect relevant gifts to cooperate with the activities.

The planning department designed and produced tickets (lottery tickets) for the party, 1 seat, 2 lobby posters and related publicity.

Please ask the banquet department to arrange the venue in advance and cooperate with the planning department and the engineering department to decorate the venue.

Verb (abbreviation of verb) promotion and publicity

Posters and leaflets in the hotel

Hotel official website and friendly connection website

Floating advertisement in Shangdu Information Port (one month)

Dahe Daily Quarterly Color Edition +600 Words Soft Text

Fashion magazines are hard, wide and soft.

Street light box film

Target customer SMS

Cost budget of intransitive verbs

Rose 2 yuan /500 PCs 1000 Yuan.

20 boxes of chocolate 50 yuan 1000 yuan.

Lollipop 50 yuan 10 500 yuan.

Red wine 150 yuan 10 sticks 1500 yuan (sponsored by wine merchants)

High-end red wine 300 yuan 10 3000 yuan (sponsored by red wine merchants)

Exquisite gift 200 yuan 200 yuan 40,000 yuan (sponsored by the enterprise)

Banner/Poster 80 yuan

SMS promotion is 0.04 yuan/60,480 articles and 2,400 yuan.

Ticket sponsorship for Dahe Xiudian performance (/kloc-less than 0/00 tickets, non-replaceable)

Jewelry sponsorship

Small gift hotel inventory gift

Dahe Daily, Shangdu Information Port and Fashion Magazine are about 68,000 (full replacement)

Total: 2,500 yuan (excluding replacement)

About the hotel marketing plan Part 2 Due to the opening of the new store of Kongzu Hotel, the number of tourists in _ _ County has not changed for the time being, and there will be a situation of "more than enough porridge" in the room market in Xiayi County in the future. In order to consolidate our hotel's leading position in Xiayi, stimulate market consumption and explore the potential tourism market, our department has made the following adjustments:

First, the activity time:

From April 20__ to May 20 _ _;

Second, the venue:

_ _ Hotel;

Third, the theme of the event:

Enjoy the midnight room warmly, the special standard room is available every day, the new experience of discounted gold card is available, and members can recharge it for you to choose;

Fourth, the purpose of the activity:

Update facilities and equipment on the original basis, implement new business strategies, and diversify room service;

Verb (abbreviation of verb) promotion goal:

Internal installation;

The purpose of intransitive verb activity:

Improve hotel guest room software management mode, enhance guest room innovation consciousness, and provide personalized service for guests;

Seven. Activities:

1) midnight room: from July _ _ _, midnight room will be implemented (on the morning of the same day 1 check-in-noon of the same day 12), which is limited to hotel business bills and standard rooms. The room price is: 99 yuan/room/night, and the hotel will determine the end date of the activity according to the market situation;

2) Special rate standard room: From July _ _, the hotel will provide special rate rooms every day (108 yuan/room), with 5 rooms per day. If the room is full or tight, it will stop.

3) Discount Gold Card: The hotel discount gold card will be launched from July. The price of a gold card is 30 yuan/Card. After purchasing the card, you can enjoy the discount of 30 yuan for the room rate per night. For example, the original room rate was changed from 168/ room to 138/ room, and each card can open three rooms every day. At the same time, the gold card discount can enjoy a discount of _ _ yuan per bath.

4) Member's prepaid card: Member's prepaid card will be launched from July _ _ _, starting from 20__ yuan, and will be given 1000 yuan after recharging 20__ yuan. The opening price of the member prepaid card is based on the lowest preferential price at the front desk. 60% off.

Eight, publicity and promotion:

1. manpower promotion: all departments cooperate with each other to publicize the contents and preferential measures of this activity for guests at an appropriate time and invite relevant guests to stay for experience;

2. Media promotion: Yi Labao poster 1 in the lobby, elevator advertisement 1, giant ink painting 1, and vigorously promote the contents of this activity.

Advertisement title: Enjoy the midnight room warmly, there are special standard rooms every day, and members can recharge with discounted gold cards. Advertising content:

Activity time: from July, 20 _ _;

Location: _ _ Hotel;

1) Midnight room (single business room and standard room only)

On the morning of the same day 1 check-in-noon of the same day 12 check-out, and the room rate is: 99 yuan/room/night;

2) Special room

The hotel provides special rooms every day (108 yuan/room), with 5 rooms per day;

3) Discount gold card

From July _ _, the hotel discount gold card will be launched, and the price of the gold card is 30 yuan/card. After purchasing the card, you can enjoy the discount of 30 yuan per room/night.

4) Member recharge card:

From July _ _ _, the member prepaid card will be launched, starting from 20__ yuan, and the recharge will be 20__ yuan 1000 yuan. The opening price of the member prepaid card is based on the lowest preferential price at the front desk. 60% off.

Note: the hotel will decide the termination date of the activity according to the situation, and the final interpretation right of the above activities belongs to the hotel.

Chapter III About Hotel Marketing Planning Commodity sales are divided into off-seasons, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of the Lunar New Year, the overall sales volume of our hotel declined, which is also the contradiction between the off-season and the peak season in the hotel business.

In fact, weakness is only relative. As long as you work hard and run away from your competitors, you can still have more room for improvement in your sales share in the case of a decline in overall market sales. In view of the arrival of the off-season, this marketing plan is formulated.

I. Purpose of the event

1. Expand the tourism market through cooperation with travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote potential customers inside and outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and VIP guests of the hotel, and finally increase the sales of the hotel.

Second, the activity time

April, 20__ 1 day to August, 20__ 1 day.

Third, the departments involved.

Sales Department, Catering Department, Front Office Department, Housekeeping Department

Fourth, the theme of the event

Warm spring carnival season, greeted with courtesy.

Verb (abbreviation of verb) activity plan

(1) Promote in various ways to make the off-season not dull.

Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.

The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.

Method 2: form an alliance with various tourist attractions for mutual benefit.

The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and will be invalid when they expire. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money in various alliance tourist attractions with our hotel coupons (depending on the agreement of each scenic spot).

Method 3: Contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel to check in customers.

The specific operation is as follows: give the driver a discount card of our hotel with the license plate number on it. If the guests enjoy the discount when registering, they can get the cash commission of 10 yuan for the owner, and settle the account at the end of the month or cash it immediately.

(2) Give customers preferential treatment and expand the incentive plan.

Offer 1: Foreign individual travelers who stay at the current retail price for 8 times in a row in the current month can give away 1 ordinary single room or ordinary standard room for free. Or social individuals who stay for 3 consecutive nights, give 2 bottles of mineral water.

Offer 2: Book a luxury room or a landscape room in June and July of 20__ two months in advance, confirm and pay the corresponding deposit in time, and you can enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)

Offer 3: Cooperation with banks. Guests with designated bank credit cards who swipe their cards at the hotel can get a hotel 1 voucher.

Offer 4: Use one day a week to get a few rooms as special rooms. (use the POP card in front of the store for publicity)

Sixth, advertising

1. Make vouchers and discount cards printed with the hotel profile and geographical location, pay for the consumption instructions, and show the unique corporate culture.

2. Advertise road signs in nearby tourist attractions and railway stations, targeting transit or visiting enterprises and government officials.

3. During the activity, the preferential policies will be played on the electronic screen all day.

4. Painting or POP publicity in front of the hotel.

VII. Advertising Budget

The distribution of advertising budget is as follows:

1. The production cost of vouchers should be controlled at _ _ yuan.

2. The production cost of the discount card should be controlled at _ _ yuan.

3. The advertising cost of scenic spots should be controlled at _ _ yuan.

4. The cost of pre-store inkjet printing is controlled at _ _ yuan.

Total:

Eight. general survey

This activity plan aims to improve the hotel's popularity, customer loyalty and some aspects of the hotel's sales in the off-season. I hope relevant departments can cooperate, and if there are any deficiencies, they can actively provide evidence to supplement them.

About the Hotel Marketing Plan Part IV: Objectives

In order to further expand the influence of __X hotel catering in the local wedding banquet market and strive for certain economic benefits, it is planned to launch the "special event of warm service for romantic wedding banquets" next year:

Second, pricing.

It is divided into _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan and other price points.

There are two parts: a and B.

Third, preferential items.

No service charge

Venue layout, background music (wedding March, stage, etc. )

Arrangement of ceremony table and dining table

In-store wedding notice board

Design and make wedding banquet menu (per table 1 serving)

Champagne tower, candle holder, bubble machine, red carpet

Vip parking space

Enjoy the hotel's special drinks.

At the wedding banquet, each table is 10, and you can enjoy two bottles of drinks at one time (Sprite and Coke, not cumulative).

For a wedding banquet with 20 tables, you can enjoy the above benefits in addition to giving away 1 table and a hotel honeymoon room for free.

Enjoy wedding anniversary meals and hotel card discounts.

Hold children's full moon wine and enjoy VIP discount (send flowers and birthday cake)

Fourth, advertising.

1. Print hotel wedding flyers and organize employees to distribute them.

2. Contact the local wedding company and the wedding photography company to negotiate, and make a corresponding standard of 2% cash commission (such as 200 yuan 65438+100000), and the wedding photography company will provide a series of services such as free fitting rooms.

3. The cash commission for all banquet sales is 2% (65438+0,000 yuan in 200 yuan).

4. Improve the service details and provide surprise services for all kinds of banquets (service display, LED scrolling, signs, venue layout, etc.). ).

5. Do a good job in online publicity, WeChat, and launch various well-known local publicity websites.

6. Use the hotel's resources in previous years to contact wedding customers and promote the full moon banquet and various services.

7. Advertise TV programs and publicize them.

According to the present situation of the hotel, in order to better carry out the sales work, it is proposed to formulate the implementation plan of room and off-season promotion as follows:

I. Target market:

Hotel tourists are mainly government reception and agreement units; Supplemented by conference market and tourism team; Make up for long-term guests and individual customers. Now we should strive to develop and improve the occupancy rate of tourism teams, individual travelers, conference markets and agreement units.

II. Objectives and tasks:

Improve the room occupancy rate (the average monthly occupancy rate is 70%, and the average daily occupancy rate is more than 38).

Third, the promotion time:

_ _ year 165438+ October, 65438+ February _ _ year+October.

(1) agreed customer unit price promotion: discount for ordinary standard rooms and single rooms on the 4th and 5th floors 1 10 yuan. Room M includes double breakfast V, the original price is 100 yuan, but room M does not include breakfast W; Other room types keep the original agreed price unchanged, and two breakfasts are also given.

⑵. Personal house price promotion: open personal channels by membership mode, so that the off-season is not light; For the first time, new members will enjoy a single comfortable big bed room in 90 yuan. Since 20 yuan, they will get 3 cash coupons. For example, a new customer can get a new membership card, and 90 yuan can enjoy his first stay in a big bed room. Give them three 20 yuan cash coupons, one at a time, and deduct 20 yuan on the basis of the preferential price (148 yuan).

⑶ Promotion of conference room price: Anyone who stays in the form of a conference can enjoy the agreed price of the hotel regardless of the scale of the conference. More than 65,438+00 rooms were reserved for the conference, including 65,438+00 rooms. On the basis of enjoying the agreed activity price of the client's unit, another 65,438+0 deluxe standard double room (3rd floor, excluding morning W) was given away.

⑷. Promotion of travel agency: 2% commission can be returned to the travel agency when the hotel consumes 50,000 V including 50,000 W, and 2.5% commission can be returned to the travel agency when the hotel consumes 80,000 V including 80,000 W, and the room rate remains unchanged in the original agreement price.

Fourth, sales measures.

(1) Stabilize the major travel agencies in the region, take the initiative to contact foreign travel agencies to learn about the team information, and strive for the hotel to become the designated check-in point for key tourism teams in the region.

(2) Introduce "Membership Card" and "Hotel Cash Book"

(3) Full-staff sales: if employees attract customers and attract hotel consumption, they will be rewarded with a commission of 3% per room. Replenishing the membership card will give you a 3% commission.

5. Bus advertisement-Take Chenzhou 20 1 and Zixing bus line, and passengers on this line can see the hotel's advertisement reservation information all the way. The advertisement starts with Zixing Bus 565,438+0. The advertisement will run for two months, and the specific cost is about 1 15 yuan in 90 yuan.

[6], make hotel activity brochures, put them in eye-catching positions of travel agencies and distribute them to passers-by.