Hotel Marketing Paper under New Media

Paper on hotel marketing under new media

WeChat is the leading online social platform in China, with more than 400 million users. So, how to conduct hotel marketing under new media?

1. Opportunities and challenges faced by hotel marketing under new media

Under new media, the opportunities and challenges faced by hotel marketing can be summarized as follows Three aspects: complexity, interactivity, and globality. Opportunities and challenges coexist. This is an unavoidable reality in current hotel marketing. The details are as follows:

　1 Complexity

In the new media environment, all aspects of information are complicated and difficult to interpret. It performs precise judgment and screening, so that the marketing information that the hotel wants to convey is often covered by some junk information and cannot be transmitted to consumers' vision in the first time, making it difficult to achieve the expected marketing effect. At the same time, different information disseminators represent different interests and demands. They freely express their opinions on new media and form a powerful force of social public opinion, which does not rule out the possibility of slandering their peers.

Therefore, in the new media environment, when faced with a highly transparent information dissemination environment, it is very difficult for hotels to have an ideal guiding role, both for society and for consumers. In view of this, hotels need to use new media to guide public opinion, actively maintain their social image, and provide consumers with the most comprehensive, objective, authentic and timely information to gain their trust. When conducting publicity, the hotel needs to have the right to speak, set up attractive topics for discussion, and create a favorable public opinion atmosphere for the hotel.

2 Interactivity

New media has built a fast and convenient marketing and communication platform for hotels. Its inherent interactivity helps hotels to grasp consumers in a timely and accurate manner. psychological appeal, respond to the market immediately, and seize consumer resources. Consumers can also learn about various aspects of hotel service information through new media and make appropriate consumption choices based on their actual situation. Compared with traditional one-way marketing communication methods, the interactivity of new media is more humane and easier to gain recognition from consumers. The main content of the interaction between hotels and consumers using new media is the hotel's services, prices, environmental information, etc. Consumers also feed back their opinions and needs to the hotel and comment on the hotel's services. The essence of the interaction between hotels and consumers under new media is the promotion of their own products and services. If you grasp this link well, the hotel's popularity will greatly increase.

3 Global

The scope of hotel marketing under new media has been expanded, and the speed of information dissemination is very fast. Consumers around the world can learn about the hotel in the shortest time. related service information. The hotel's marketing market under new media is global, and its target customers can be found around the world, not just limited to a certain place, and the hotel's scope of influence is expanded.

Since my country’s accession to the WTO, the domestic hotel industry has developed very rapidly. Using media such as Weibo, WeChat, videos, etc., the intuitive effect brought by the richness of hotel marketing carriers is the enhancement of the hotel’s initiative. , the hotel's marketing business has since become three-dimensional and diversified, and the appeal of products and services has greatly increased, stimulating consumers' enthusiasm for consumption. The cost of new media marketing is low, which increases the cost-effectiveness of the hotel's marketing funds, saves the hotel's marketing costs, and makes it possible to implement sustainable new media marketing strategies.

2. The correct marketing strategy for hotels under new media

Many consumers are less dependent on traditional mass media, especially young people, who are the main users of online media. Compared with traditional mass media, they prefer to be exposed to fast and convenient new media. Traditional mobile phones have also been replaced by smart phones. Online activities and online shopping have great room for development. New media will be the mainstream trend in the future marketing market. It is highly feasible for hotels to use new media for marketing and promotion.

1 Use hotel websites for promotion

The advantages of hotel website promotion include low investment and high returns. It is a relatively effective marketing model and helps to increase the hotel's brand awareness. However, at present, some hotels in our country have not realized the importance of using hotel websites for promotion. Their websites are only extremely simple image display windows. Coupled with the lack of technical maintenance personnel, they cannot achieve regular updates and the development of e-commerce. It is impossible to talk about applications, resulting in the hotel's brand value never being able to be qualitatively improved.

As a very cost-effective marketing channel, hotel websites ensure the timeliness of hotel service information to the greatest extent. Therefore, hotel operators can transfer part of OTA's booking share to the website, formulate targeted online direct marketing plans, and use direct booking as the highest criterion for action plans.

For example: Develop a reasonable reward plan, use the hotel website as a carrier for marketing and promotion, and provide rewards for customers who have patronized the hotel for a long time. The rewards can be in the form of free breakfast, room upgrades, and commemorative gifts. etc. You can also paste leaflets at the front desk of the hotel to attract customers to make reservations through the website and maximize the marketing value of the hotel website.

2 Establish cooperative relations with group buying websites

In daily life, group buying is everywhere, and group buying websites are developing very fast, such as "Nuomi.com" and "LaShou.com" , "Meituan.com" and other types of group buying websites abound. As the focus of online shopping for consumers, these group buying websites have a marketing role that cannot be ignored. The pace of life in today's society is very fast, and people's consumption choices are gradually leaning towards online group buying. Hotels have established cooperative relationships with group buying websites. They can use group buying websites to enhance their visibility and brand value, and make appropriate adjustments to prices in a timely manner and conduct macro-control. When the passenger flow is large, a selective profit-sharing strategy can be adopted to attract consumers.

The hotel establishes a cooperative relationship with group buying websites, and its marketing strategy can be summarized as "reduce and add during peak seasons", that is, during the peak season, the group buying discounts can be appropriately reduced, while during the off-season, they can be appropriately increased. Group purchase discounts. However, hotel group buying is only an auxiliary marketing channel, and the mainstream of the marketing market is still OTA. Therefore, hotel marketers need to find a suitable balance between group buying, distribution, and direct sales, and actively expand the hotel’s marketing channels. .

The hotel marketing strategy of establishing a cooperative relationship with group buying websites has been widely used. Large budget hotels such as "7 Days Inn" and "Home Inn" have made good use of group buying websites to enhance their brand value, instead of selling directly through group buying, cultivating many potential customers, which is equivalent to opening up A new channel to acquire customers will help improve the hotel's economic benefits.

3 WeChat Marketing

WeChat is the leading online social platform in China, with more than 400 million users. At present, the hotel industry does not use WeChat as a social platform to a high extent and is still in the development stage. There is a very broad development space for using WeChat for hotel marketing.

For business travel customers, mobile Internet applications are a must-have. Hotels can communicate with customers in a timely manner through WeChat, and convey all aspects of the hotel’s information to customers, including service scope, prices, Discounts and other content, and customers can also feedback their ideas and demands to the hotel through WeChat, which is beneficial to both the hotel and the customer. Whether it is the first booking or the second booking, it can be completed smoothly through WeChat, saving money. There are many unnecessary links to provide customers with convenient and fast services in order to achieve the marketing purpose of attracting "repeat customers".

Hotels can build a relatively mature member reward mechanism through WeChat, such as channel discounts, points rewards, etc., in order to increase the activity of the hotel’s official WeChat account, accumulate more popularity, and cultivate potential customers. , and can also be used to maintain the loyalty of member customers.

As early as 2012, some domestic hotels officially launched WeChat customer booking services. This is an important inspiration for the entire hotel industry in our country, especially during holidays, the economic benefits that WeChat marketing channels can bring to hotels The benefits are very impressive. Many potential customers previously cultivated have now become actual customers. The hotel's brand value and economic benefits have been greatly improved.

4 Weibo Marketing

In addition to WeChat, Weibo is also a mainstream online social platform in China. The core role of a hotel’s marketing through Weibo is to promote the hotel’s latest products and services Relevant information is conveyed to people in a timely manner to cultivate potential customers.

People can quickly know the information conveyed by the hotel through mobile terminals such as mobile phones. Whether it is room reservations or banquet reservations, they can be completed directly through Weibo. The biggest difference between Weibo marketing and other new media marketing channels is that people can freely comment on and repost information published by hotels on Weibo, and hotels can also provide detailed answers to potential customers’ doubts. and recommend appropriate services to them.

By using Weibo for marketing, hotels can make better use of celebrities’ popularity resources. For example, a large hotel chain in my country has established a cooperative relationship with a well-known domestic TV column group. The hotel has provided food and accommodation for the members of the TV column group for a long time, and the TV column group has also authorized the hotel to use its own brand and trademark for marketing and promotion. This is A win-win approach.

In a short period of time, the hotel’s official Weibo fans increased significantly, and the information released by the hotel received tens of thousands of comments and reposts, achieving the expected marketing effect. Hotels can also focus on the communication and promotion function of Weibo marketing. By paying attention to fans' feedback, hotels can make improvements to their own shortcomings in a timely manner. Using Weibo as a combination of marketing tools and management tools, the hotel can generate more benefits. The marketing value is very great.

3. Summary

In the new media era, hotels can have more choices in marketing channels, and the ways of marketing and advertising have been greatly enriched. Hotels should according to their own Based on the actual situation, assess the situation, choose new media marketing channels that suit you, commit to building the hotel's brand value, take the technological changes in emerging media as an opportunity, vigorously introduce new technology products, and comprehensively improve the hotel's market competitiveness.

;