Complete works of hotel marketing and promotion activities

It may be easier to understand that marketing and promotion are explained separately. Marketing is generally the responsibility of salesmen, and promotion is generally the responsibility of technical professional departments, such as network promotion, blog promotion and microblog promotion. Now, let's take a look at the following three articles about hotel marketing promotion activities!

Hotel marketing promotion plan

In order to successfully carry out off-season marketing, firmly establish? Market-oriented and sales-oriented? According to the actual situation of the building, the marketing department has formulated the off-season marketing plan, and now the details of the plan are reported as follows.

I. Definition of the problem

With the approach of winter, the hotel service industry has ushered in the first off-season stage of the year. As one of the high-end hotels in Yinchuan, Civil Aviation Building is about to face a market reform with both opportunities and risks, and the market management department is also facing the first time after integration. Big exam? How to improve the occupancy rate of rooms and venues in off-season has become the first problem to be considered in off-season marketing.

Second, environmental analysis

1. Market situation

In recent years, with the expansion of Yinchuan city and the acceleration of municipal construction, Kempinski Hotel and other hotel catering enterprises have been built and put into use one after another. The market pattern of hotel catering in the region is undergoing profound changes, and the market competition between new and old hotels is becoming increasingly fierce. On the other hand, with the development of the city, the business in this area is active, the economy is developing rapidly, the hotel catering industry has great development potential, and market risks and opportunities coexist.

At present, there are few high-end hotels near Nanmen Square in Yinchuan, only a four-star hotel in Civil Aviation Building, and the rest are three-star mid-range hotel catering enterprises. Among them, the main competitors of the Civil Aviation Building are Ginza Hotel, Yinquan Hotel, Tianyi International Hotel and Erdos Hotel. From the market point of view, the current mid-range hotel market is becoming increasingly saturated, and the competition of high-end hotels will not be very fierce in the next two or three years. However, under the current global economic puzzle, all walks of life are reducing their expenses, and the market demand for high-end hotels has actually been compressed. Yinchuan hotel service market itself has a small capacity, and high-end hotels may eventually be forced to participate in price competition, thus forming a chain reaction, which will have a huge impact on the entire market structure.

2。 Competitive situation

For the hotel catering service industry, every hotel at the same level (such as Hongqiao and Sun God Hotel) is a competitor of the building, and some hotels that do not belong to the same level are also potential competitors.

Judging from the current situation, there are not a few other high-star hotels in Yinchuan, but Tianyi International Hotel and Yinquan Hotel, which were newly opened near Nanmen Square in August and September of 20xx, and several comprehensive hotels (mainly Ginza Hotel) with the same positioning and similar services around them, among which Yinquan Hotel poses the greatest threat to the Civil Aviation Building. Although the Civil Aviation Building is the highest-grade hotel near Nanmen Square at present, and its hardware and services are unique in this area, Yinquan Hotel, as a quasi-four-star, three-star hotel, is likely to change this pattern after its official opening. Especially in the case that the comprehensive supporting facilities of the building are not perfect, Yinquan Hotel will have a necessary impact on the stable operation of the building. Hotels like Tianyi International Hotel and Ginza Hotel, which are basically the same as buildings, are not as high as buildings, but for some markets with specific needs (such as comprehensive conferences), especially the whole Yinchuan market, it is bound to form a diversion pattern. In the long run, the impact of such hotels on civil aviation buildings will be far-reaching.

3。 Distribution

At present, the distribution channels of civil aviation buildings are divided into two structural types, namely direct channels and indirect channels. The so-called direct marketing channel, that is, the marketing staff of the marketing department directly face customers, directly promote the real estate through strange visits, airport counter sales, telephone marketing, etc., and then sell rooms, venues and restaurants, including the front office and catering department to directly receive individual customers who live at home and book; The so-called indirect channel, that is, the front desk cooperates with website operators such as Ctrip.com, Tongcheng.com and Yilong.com, and carries out pre-sale of houses through online publicity and electronic reservation. Summarizing the current distribution channels of buildings, it is not difficult to find that our distribution channels are relatively few, the distribution items are single (only rooms can be booked through the Internet), the sales process is still not smooth enough (the cancellation of reservations often happens), and the transaction cost is still compressed (the commission of online merchants is high), so there is still room for improvement in transaction efficiency.

4。 Problem points and opportunity points

(1) Analyze the problem

(1) In the past, the civil aviation building was mainly attached to the airline troops to give priority to receiving crew members;

The particularity of geographical location makes the building a resort-style hotel greatly influenced by seasons and holidays;

The high-end market positioning has made most individual customers and low-end group customers afraid of the building and dare not enter consumption or stop eating;

④ The comprehensive supporting facilities of the building, especially the reception potential of rooms and conferences, are not satisfactory, which makes the hotel lose some business opportunities;

⑤ At present, there are few entertainment and leisure projects that can bring business activities (such as ktv, pedicure, bathing, etc.). ), resulting in insufficient space for hotel business activities and unable to meet market demand with high quality.

There are two prominent dishes in the building? Features? One is the high price, the other is the lack of characteristics;

⑦ The lack of follow-up of restaurant service has always been the central topic of customer complaints, which has become a short board that hinders the growth of catering revenue;

(8) Brand promotion lacks planning and rhythm, and even some customers don't understand the nature and function of the Civil Aviation Building;

All these disadvantages lead to the disadvantage of civil aviation building in several key nodes in the competition with other hotels, and it is not easy to achieve the growth of operating efficiency.

At the end of 20xx 10, due to the cancellation of houses by some units, the number of rooms available for rent in buildings and airport hotel will reach about 60, while the group passenger flow from the tourism market will shrink seasonally and the marketing task will be aggravated.

(2) Looking for opportunities

① This building is the only aviation hotel in Nanmen Square area, which has the necessary uniqueness and exclusiveness in brand and grade. With luxurious rooms, meeting places and restaurants, the surrounding traffic environment is very convenient, which can attract guests from all walks of life, such as business, politics and culture, for banquets and high-end consumption. In addition, the distinctive civil aviation cultural atmosphere created by the building has been recognized by consumers from all walks of life.

② The building is located at the airport bus terminal, which is 25km away from the city center 1km and the airport. The unique service we can bring, that is, one-stop flight service, is temporarily impossible for other hotels to replicate.

Third, off-season marketing objectives

Under the double pressure of the tourism industry entering the off-season, the occupancy rate of the team is reduced and the unit is removed, our marketing objectives are three: first, to reduce the vacancy rate of rooms and ensure that the occupancy rate of rooms does not decline; Second, do everything possible to increase conference reception opportunities and increase the venue rental rate; Third, increase the diversity of catering reception and ensure that catering income does not decline.

Fourth, the marketing mix strategy (4P)

The main target market in the off-season should be changed to the business market as the leading market (including government reception, group consumption, personal business, business meetings, various banquets, etc.). ), supplemented by the tourism market. In the development of business market and tourism market, we should focus on expanding business meetings and room reception not only in the local area, but also in the surrounding cities, improve the popularity and reputation of the civil aviation building, and build it into a well-known high-end business hotel brand. Efforts will be made to extend and expand the scale of existing government customers, corporate customers, business meeting customers and other agreement units, to continue the loyalty of old customers, improve the satisfaction of new customers, and lay a solid foundation for hotels to cope with medium and long-term market competition.

1. product strategy

① Hotel products are guest rooms, meeting places, restaurants and related services. On the basis of existing traditional products, new special services have been added, such as one-stop flight service, which is the characteristic advantage of civil aviation building. We should continue to strengthen this innovative advantage, pay close attention to the recruitment and training of bus guides, and link up the intermediate links to promote the smooth progress of room sales.

(2) The patronage of the guests can be changed as appropriate, such as adding good night hot milk to the existing welcome fruit bowl and welcome tea, and giving air souvenirs to the guests who have stayed for many times as appropriate? Grab the heart? .

(3) In catering, improve the existing recipes, add special recipes, improve the quality of dishes, enhance the awareness of follow-up in the service process, and actively recommend them.

(4) For the venue rental, ask each agreement unit whether there are activities such as year-end tail teeth or group meeting through telephone marketing, inform the new and old customers of the latest marketing policies of the building in time, and understand the market demand.

2。 price strategies

The building can formulate different price strategies according to different months of off-season and golden week, form a systematic and reasonable price plan and strictly implement it. At the same time, control the hotel's annual sales activities to ensure that all sales targets can be successfully completed. At present, the urgent task is to determine a reasonable off-season price, cooperate with effective promotion strategies, improve the commission cash-back system to increase the attraction of personal stay and conference stay, and enhance the awareness of foreign aid's active cooperation.

Recommended: Business Standard Room 320 yuan, Business Single Room 340 yuan, Deluxe Standard Room 360 yuan, Deluxe Single Room 400 yuan and Deluxe Suite 880 yuan; Book more than five rooms at a time: business standard room 300 yuan, business single room 320 yuan, other room types and prices remain unchanged; The price of online booking remains unchanged. For the first-time guests who book their stay through the Internet, one-stop flight service can be added on the basis of the original discount, and they can take the initiative to contact and sign a cooperation agreement.

3。 Channel strategy

In view of the problems of the building, such as few distribution channels, single distribution items, poor sales process, and transaction efficiency to be improved, the marketing department plans to increase the service items of booking venues through the Internet: update and increase the building's online publicity materials by posting, e-mail, telephone contact and fax publicity materials. Le Bang, Chain Home, Tianjun, Networm, Beijing Fan Chao Chuangchuang Advertising Company and the websites of major travel agencies are already in contact and negotiation.

We will continue to implement the marketing method that taxi drivers can calculate the commission when they recommend to stay, and the types of commission can be flexibly grasped, which is conducive to broadening marketing channels and increasing marketing opportunities.

4。 promotion policy

① During the period of ①20xx 165438+ 10 and 65438+February, we will focus on the discovery of new customers: on the basis of improving the information in new brochures and setting reasonable off-season housing prices, we will strengthen Yinchuan Gome, Dazhong Electric Appliances, Xinbai Electric Appliances, and five major department stores (Beijing Hualian, Dongfanghong, Guofang Parkson, Old Building,

(2) Strengthen the contact and cooperation with the agreement units, and pay a return visit to the customers who have signed the agreement in the local market one by one at a suitable time to stabilize the existing customers.

(3) Bundle sales to new individuals, and customers can enjoy different degrees of discounts such as catering, meetings and entertainment at the same time in the hotel listing.

The specific scheme is as follows:

Individual customers spend more than 1000 yuan at a time.

Enjoy the 28 yuan buffet voucher when dining.

Enjoy the meal. 20% discount at a time

Enjoy a 20% discount on the retail price for your second stay.

Individual customers spend more than 2000 yuan at a time.

Enjoy the 48 yuan buffet voucher when dining.

Enjoy the meal. 50% off at a time.

Enjoy a 40% discount on the retail price for the second stay.

Individual customers spend more than 3000 yuan at a time.

Enjoy two self-help coupons for dining in 48 yuan.

Enjoy the meal. Give 0% discount at a time.

Enjoy a free deluxe single room for one night (valid 1 year, need to be booked in advance 10 days).

Enjoy 300 yuan Airlines gifts.

Complete works of hotel marketing and promotion activities

Commodity sales are in off-season, 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 we work hard and run away from our competitors, we can still have more room for improvement in our sales share when the overall sales volume in the market declines. 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

20xx April 1 to 20xx August 1

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 upon expiration. 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 20xx two months in advance, and confirm to pay the corresponding deposit in time to 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 the voucher is controlled to RMB.

2. The production cost of the discount card shall be controlled to RMB.

3. The advertising expenses of scenic spots shall be controlled in RMB.

4. The cost of pre-store inkjet printing is controlled to RMB.

Total:

Eight. general survey

The purpose of this activity plan is to improve the hotel's popularity, customer loyalty and hotel sales in some aspects in the off-season. I hope the relevant departments will cooperate. If there are any shortcomings, you can provide evidence and supplement them with your heart.

Hotel marketing promotion planning activity plan

I. Planning background

The hotel just opened on the eve of the Mid-Autumn Festival, so it is necessary to take advantage of the Mid-Autumn Festival to improve the visibility of the hotel.

Second, the planning purpose

Improve visibility and reputation; Create a good CI image of the hotel.

Third, marketing strategy.

Play image cards instead of performance cards

Fourth, the planning content

Create news highlights (love-affection-China affection); Show the corporate image of hotel family service.

1. Together with the relevant departments of the Municipal Women's Federation, * * * established the Mid-Autumn Festival Hotel.

Topic: Love-Family-Love in China.

-Optional contents are as follows:

A, News: Centenarians celebrate Mid-Autumn Festival-Invite Centenarians (8- 10) to the hotel for Mid-Autumn Festival-Give full play to the social effect of family marketing in the hotel.

You can arrange an impromptu performance for centenarians (writing: China's love and affection); If you can't have too many words, you should consider the physical condition of centenarians. Arrange media interviews with centenarians. The details are as follows: (1) Feel the feelings of China; (2) Evaluate the family service of the hotel; (3) health classics

B, set up a hotel Love-Family-China Love Culture Festival II.

Contact the Education Bureau, establish the city to inherit the traditional virtues of the Chinese nation, and promote the Chinese culture and education festival (or base), which is scheduled to be held in the hotel every Mid-Autumn Festival.

Content: Children's (can be relaxed to 15 years old) composition reading contest, with the designated content: inheriting the traditional virtues of the Chinese nation and promoting the Chinese culture.

C, invite kindergarten children (30- 100 people) to the hotel to create a long picture of I love my home-China-my home;

D. Invite famous people in calligraphy (painting) to create books (paintings) about the traditional virtues of the Chinese nation, or jointly create a long painting and auction it on the spot.

Invite well-known local entrepreneurs, business people from Hong Kong and Taiwan or representatives of institutions to participate in this social welfare activity, and inform the auction of famous paintings and calligraphy works and the city leaders to be present that night.

E. Invite the mayor or deputy mayor to give a speech at the event; speak Speech by the general manager of the hotel.

F. The mayor or deputy mayor has dinner with centenarians; And watching programs and stuff.

G. invite some foreign guests from the guest room to participate in this activity;

H, cultural performances

Elegant, mainly composed of folk music, piano and saxophone, less than four songs were sung, and foreign guests were invited to sing one or two songs, which ended with a chorus from the hotel staff.

2. Housekeeping

The reception desk is responsible for counting all the tenants' belongings, and foreign guests should indicate their nationality;

On the day of the festival, the following contents will be presented to each guest: (1) moon cake (2) general manager's blessing letter (3) fruit bowl (4) China's poems about Mid-Autumn Festival (including introducing the origin of Mid-Autumn Festival) (5) Chinese knot (6) foreign guests: translating written materials into the language of the host country (7) inheriting the traditional virtues of the Chinese nation and promoting the Chinese national cultural festival.

3. Food and Beverage Department