Traditional Culture Encyclopedia - Travel guide - Problems in hotel marketing

Problems in hotel marketing

The social foundation of marketing is to meet human consumption needs. Hotels should effectively manage the customer sources that generate demand, analyze their characteristics, types, quantities and changing trends, and select customer sources that the hotel should vigorously develop. market to carry out marketing activities. Let me introduce to you the problems existing in hotel marketing. There are problems in hotel marketing

First, a considerable part of hotel marketing management still relies on traditional marketing methods such as teamwork, contract signing, simple sales promotion, and low-level price reduction. There is a lack of market analysis and market positioning of its own hotels, or the analysis is not in-depth enough and the positioning is inaccurate, making the hotel's business strategy unclear.

Secondly, the current main focus of hotel operations and sales is on understanding competitors and how to compete with peers in scale, price, service and culture. They are just trying to explore their own "potential" and gradually form Instead of being "secluded" and "working behind closed doors", the guest source market of your hotel has been artificially reduced.

Third, enterprise development advocates the 80/20 rule, that is, 80% of the turnover of most enterprises comes from the repeat purchases or consumption of 20% of their loyal customer base, while the other 20% 80% of the turnover comes from those free customers. Many hotels lack research on the needs of the 20% of loyal customers, and have not considered how to attract them to stay, how to carry out incentive promotions for catering, entertainment, social activities and consumption according to their needs, let alone how to proceed." Personalized" business sales.

The market is the source of hotel survival, and the main contradiction in the market is the contradiction between supply and demand. Therefore, the hotel’s business thinking should be based on the needs of the market as the starting point and foothold. We must push the enterprise to the market. Survive and develop in the market, thereby establishing a dominant position in the local industry. No matter how the hotel changes, it will never change without service. The essence is that service is the essence of the hotel industry. It is the product of the hotel. It can never be replaced by spending money or hardware alone.

Hotel marketing solutions

Providing personalized services

People's consumption concepts and consumption needs continue to develop to an advanced stage, and consumers have changed from the original number to Consumption and quality consumption are shifting to personalized consumption. Hotels provide life services, and the general psychology of guests is always seeking novelty, difference, and change. For example, people are often willing to accept various cultures in foreign places. If we blindly cater to the customers' original lifestyle in the service, it will inevitably lead to customers' "empathy" and fail to achieve the desired results. Of course, innovative services cannot be imposed on others. Guests must be provided with a variety of choices, respect their choices, and provide personalized services. Hotel innovation must be carried out in compliance with the requirements of customers, especially the 20% of loyal customers in the "customer database". Most of them are successful people in a certain industry and have strong repeat purchasing power. Their evaluation and choice of hotels often influence many people around them, and their consumption tastes change rapidly. Therefore, in terms of marketing strategy, loyal customers should be placed at the center of the organizational structure, and long-term close relationships should be established with members by providing them with value-added and optional services. Let old customers continue to experience new services and new changes, and enhance their loyalty to products.

Strengthening humanized marketing

In fact, for every hotel, the launch of special services will continue to introduce new ones according to different seasons. As a hotelier, I understand that the most important thing is not just the design of environmental facilities, nor the advantages and disadvantages of price, but the most important part: how to implement it and promote it? How to make the service deeply rooted in the hearts of the people. ?This is the biggest issue that hotel operators are concerned about, that is, the successful launch of services must be implemented in specific implementation and publicity and promotion. Personalized services require personalized marketing. What really captures the hearts of customers is the humanistic atmosphere. If you have ever flown on a Singapore Airlines flight, I believe you will be deeply impressed by it. Many passengers even think that it was a wonderful time in life that is worth remembering. Singapore Airlines is not a big company, and I am afraid it will never become a big company in the world, but it is undoubtedly one of the best airlines in the world. The fundamental reason is that the employees of Singapore Airlines have always adhered to the concept: treat customers like family members. This concept is deeply rooted in the bones, can be expressed in words, and is reflected in the actions of employees. In essence, humanized marketing is not a strategy, but a basic attitude and belief.

Focus on sales diversification

From the planned economy in the past to today's market economy, relying on individual independent operations can no longer maintain the survival and development of the hotel. This requires concepts. changes and fundamental changes in marketing strategies. What is urgent for hotels now is to achieve standardization and internationalization. Hotels must use innovation and change to respond to the development of personalized and diversified needs, and use new concepts, new services and new cultures to fully meet all the needs of the hotel's target source market.

Injecting advanced management concepts into hotels can completely break through the localized and limited market thinking inherent in the hotel marketing field, and replace it with a broad and overall market positioning, thus possessing the most important new force as the hotel in order to achieve qualitative growth. leap. A win-win strategic alliance with shared resources and complementary advantages is particularly important at present. What follows is not only mutual competition among enterprises, but also "interaction" and "alliance" with similar interests.

The hotel VIP club plan may not be unfamiliar to industry professionals. Club marketing is an online membership marketing method. This method has received increasing attention and application both abroad and domestically. The first companies to launch the program were Shangri-La Hotels and Resorts and Hilton Hotels Group. In 1993, the Beijing Hilton Hotel was put into operation and was a great success, thus opening a new chapter in domestic hotel marketing, and many hotels followed suit. It is a development-oriented form based on the establishment of a membership system; in terms of operation strategy, it is completely centered on customer needs and makes full use of information resources to accurately define the hotel's market positioning and create the hotel's operating characteristics; to strengthen the hotel brand effect, and improve the promotion strategy of the incentive mechanism; and then help the hotel to tap a group of loyal customers with high spending power through a powerful and efficient telemarketing system. These are the ones who create 80% of the hotel's profits. 20% loyal customers. According to effective statistics, in hotels operating this program, 10%-15% of their occupancy rates are often brought about by such members, and the benefits in terms of catering and entertainment are particularly obvious.

Increase and stabilize the hotel’s overall revenue through members’ frequent consumption at the hotel. Increasing influence and visibility in the local business community not only ensures the consolidation and expansion of customer sources, but also directly reflects the increase in the hotel's overall sales revenue, allowing the hotel to occupy a higher market share in the local market. As a result, a service brand that is in line with the hotel's characteristics will be created for the hotel, and the hotel's services will be deeply rooted in the hearts of the people, thus greatly enhancing the hotel's leading position in the local area. It fully makes up for the singleness and shortcomings of the hotel's existing marketing strategy. ?Hotel VIP Club? The hotel marketing implementation plan starts from: in terms of conceptual understanding, using the 80/20 rule to put customer share and loyalty first; the goal is to fully tap the hotel's maximum market potential based on the hotel's characteristics. There is often a structural relationship of mutual penetration and mutual support between club members and with club organizers. There is not only a transaction relationship between them, but also partnership, psychological relationship, and emotional relationship as the solid foundation of the relationship. Therefore, this marketing system is not a structural relationship that competitors can easily get involved in.

The operation of the hotel VIP club project has a complete set of professional standards. It has its own professional operational requirements for the environmental layout of telemarketing methods, human resources recruitment, training, reward systems, and the design of keywords. A small club has the organizational structure of a company. From the project director to the sales manager as well as the finance, secretary, information management department, messenger, and sales staff, the division of labor is completely detailed, so that the hotel marketing work can be carried out in an orderly and breakthrough manner. High quality and efficiency level. In addition to the American HMC company, there are a few domestic professional marketing agencies for hotel club projects that have also quietly emerged and operated. And it has become one of the most important organizational forms and the best marketing implementation method for many high-star hotels to increase their influence and popularity, maximize hotel profits and establish a loyal customer resource base, which is in line with the international development of my country's hotel industry. trend.

The operation of the "Hotel VIP Club" project is based on one hotel in a region. The biggest feature is that the agency company carries out all-round planning and direct investment operations, without the hotel making economic investment, and the risk base is low. Completely relying on the hotel's software and hardware facilities resources, it provides members with personalized preferential services, cultivates loyal customers of the hotel, and maximizes economic benefits for the cooperative hotels. The launch of this type of marketing industry is a new business philosophy and the best "personalized marketing" implementation plan for modern hotels in the true sense of the new situation. The many new marketing concepts and promotion strategies reflected in its business, management, and operational thinking patterns are enough for hotels to learn from and apply.

With the enhancement of my country's comprehensive strength and the development of tourism, internationally renowned hotel groups have set foot in the Chinese market, and a situation has emerged where the top players are vying for the top spot. From a domestic perspective, hotels are growing too fast, there is a potential imbalance between supply and demand, and the era of low profits has arrived. Looking to the world, after China joins the WTO, chain operation has become the inevitable way for China's hotel industry to meet challenges. Enterprises should seek competitive advantages through a certain degree of cooperation and resource sharing, and seek complementary advantages from the outside.

Tips for good hotel marketing

1. The quality of the hotel

The life of a hotel lies in its quality, which includes its hardware and software

We often encounter at work that when sales staff work hard to bring customers to a hotel, but the customers leave because of the hotel's facilities and equipment, poor service, etc., it can be said that the resulting customer loss , it is terrible for a hotel, it is a pity to leave a customer, but the damage to the hotel's image is extensive. Therefore, before doing any marketing or promotion, you should first improve the quality of the hotel itself. Due to various reasons, the hardware cannot be comprehensive, but the service must be standardized or even more humane and personalized. Only when we achieve this can we be qualified to do all kinds of so-called promotions.

2. Loyal customers

The quality of humanistic promotion (customer maintenance) determines whether a hotel can have a group of loyal customers and whether it can ensure that the hotel has a high customer return rate. .

Old customers are the cornerstone of a hotel’s survival, and customer return rate is also an important criterion for measuring a hotel’s marketing. When we develop new customers, we often talk to customers with all the bells and whistles, but when the customers actually come to the hotel, we often ignore the internal marketing of the hotel. What the guests feel in the hotel is that they are looked down upon, which ultimately leads to the There are many customers, but few can really retain them. Therefore, the hotel marketing department should cooperate with various hotel departments to establish a customer maintenance system. Through the leadership and guidance of the marketing department, it can provide perfect services to every guest who comes to the hotel. And to develop more potential customers through the word-of-mouth effect of guests, this requires the marketing department and front office department to develop a complete set of customer maintenance systems.

3. Specialty Marketing

The formulation of special promotions must be in line with the actual situation of the hotel.

Each hotel has its own characteristics. Some have good geographical locations, some have good service facilities, and some have distinctive services. This requires marketers to analyze and promote the hotel’s characteristics through market examinations. Clear positioning.

Take Qinghai Huade Hotel as an example. When Huade Hotel was first built, it clearly put forward the characteristic concept of the hotel. We are not a simple hotel. What we provide to our guests is not just food and accommodation. Okay, we hope that guests can get extensive help in Huade Hotel, whether it is work or personal, we hope that every guest can treat us as their family, friends, colleagues?, in promotional activities, we consider the guests To meet the needs, the hotel has extended the check-out time to 2 noon, exempted guests from booking fees, and launched room rate reduction activities from time to time.

Through these we have won the approval of customers, consolidated old customers and developed many new customers through old customers.

4. Advertising sales are crucial to the promotion of the hotel’s latest activities

Since hotels have to face different solar terms and festivals, they have to carry out different promotional activities at different times. It needs the support of advertising. For small and medium-sized hotels, the advertising fee is too high and it is difficult to afford it. Therefore, advertising must be released according to the characteristics of the advertisement. For example, if the hotel launches room discounts, this kind of advertising faces local specific needs. Audience, in this case, we choose foyer banner promotion, online quotation, and fax notification to old customers. This saves money and allows the guests who need it to get the information. If the hotel launches catering activities, since catering has a wide audience, we choose newspaper advertisements, which must have a large circulation. Therefore, the use of advertisements must be selected based on the audience of the advertisement. Another point is that since If you want to advertise, you should ensure that the content you want to advertise is not comparable to peers.

5. Online Promotion

This is something I have just come into contact with. I can’t say much about it, but I can feel its prospects. For example, Tongcheng.com, which provides us with a The communication platform has broadened my horizons. Here I saw many travel agencies that I didn't know before, and saw many quotations and inquiries. This is also a rare learning platform for me. I will often tell you about my hotel's latest offers and activities through the Internet here. I think through time, practice, and self-improvement along the way, online promotions will definitely become an important part of hotel marketing.

6. Public relations and promotions are an important means for hotels to develop new customers

My personal view on how to do a good job in public relations and promotions is to be a person first and then do things. Of course, this requires the strong support of the hotel. , such as banquets for customers, business funds, etc. Because public relations promotion is person-to-person promotion, interpersonal relationships are the key to the success of promotions. Hotels often only require marketers to travel more. In fact, I think the responsibilities of public relations personnel are Maintain contact with customers, listen to their opinions, and deepen relationships with customers. I don’t require marketers to always talk about business when they go to customers. I only care about whether the relationship between marketers and customers is harmonious. You may not see any benefits in the short term, but as long as you persist, you will definitely reap good results.