Orientation of business hotel

First of all, we need to know what marketing is. Camp is to operate the market; Marketing is selling products. The development of marketing is from sales to market, and it is necessary to study the needs of customers before making products.

At present, the occupancy rate of some hotels has been declining year after year, the profits of enterprises have dropped sharply, the economic benefits have continued to decline, and the competition in the hotel industry is fierce. According to the latest statistics of the Tourism Bureau, there are 35 five-star hotels, nearly 7 four-star hotels and almost 2 three-star hotels, which makes the competition very cruel. Hotels belong to followers, and they don't have much dominant position in the market, so they can't decide the price, and they don't have enough attraction. Generally speaking, it is the problem of hotel customers that is difficult to handle. Compared with this, the problems in management seem insignificant. In addition, the hotel tourists are unbalanced, busy in peak season and idle in off-season, and the obvious seasonal problems of tourists are particularly prominent. How to develop hotel customers and make the distribution of customers more balanced throughout the year is a problem that hotel managers should really think about. The future and destiny of hotel management does not depend on the star rating of the hotel, nor on the number of rooms, seats and entertainment facilities in the hotel, but mainly depends on whether the hotel can sell the right to use these rooms, seats and entertainment facilities. The more it sells, the sooner the better. Only hotels with good economic benefits will have a virtuous circle, and there will be a winning today and a brilliant tomorrow. Of all the departmental functions in the first and second lines of the hotel, only sales can bring in income. A hotel's rooms are comfortable and luxurious, and it's all in vain if they can't be sold.

Roger Faucoeur, a famous British management expert, said, "If your products and services can't be sold, even if its management work is excellent, it will be in vain.".

For example, there is no one in marketing who doesn't know about Joe Gillard. He was praised as "the greatest seller in the world" by the Guinness Book of World Records, creating a record of selling more than 13, cars in 12 years, of which 1,425 were sold in one year, which was said to be a beautiful talk. He believes that as a salesperson, character is more important than goods. Only by paying love and respecting each guest can we sell goods and create good sales results. One day, Gillard saw a middle-aged woman coming from the opposite Ford Motor Company in the car showroom and told Gillard that she wanted to buy a white car, just like her cousin's car, but the Ford dealer told her to wait an hour before going, so she came here to have a look. Gillard took the initiative to meet him and explained enthusiastically. The woman excitedly told him that today was his 55th birthday and wanted to buy himself a white Ford as a birthday present. "Happy birthday, madam!" Gillard warmly congratulated and whispered a few words to her assistant. Then Gillard led his wife to a Chevrolet car and said, "Madam, you have a soft spot for white. Look at this coupe, which is also white." At this time, the assistant came in, and Gillard took a bunch of roses and handed them to her wife, and congratulated her on her birthday again. The lady, with tears in her eyes, said with great excitement, "Thank you so much, sir. No one has given me a gift for a long time. The Ford salesman must have thought that I couldn't afford a new car when he saw that I was driving an old car just now, so when I asked to see the car, he said he had something to do and asked me to come back in an hour, so I had to wait for him here. So, the lady bought a white Chevy car here in Gillard. In fact, the real first should be "sales", or many first slogans are finally implemented on "sales first". The ultimate goal of hotel management activities is to promote product sales. Only by selling rooms, restaurants and entertainment can enterprises have income and profits. Do not pursue luxury, only pursue characteristics: 1. Choose the target market and determine the sales direction (the hotel wants to be a conference guest, a big company guest, a tourist guest and a business guest). 2, according to the hotel customers to the store, according to the quantity and importance of registration (divided into class A, B and C customers). 3, according to the customer to the store consumption quota and customers with special requirements should be treated differently, to invest more energy, to be responsible for the target market (to follow). 4, according to a year's light, peak season, formulate monthly and annual sales indicators for sales staff (reward for completion, commission for excess part. Only when the sales target is clear can the sales staff be greatly motivated. 5. Accurately understand the surrounding hotels and know yourself and yourself.

Business hotels, conference hotels and holiday hotels have different markets, different demands, different ways of providing services and different means of sales. Determine the type of hotel by its characteristics, location and surrounding environment. Business hotel is a hotel with business guests and travel tolerance as the main source of tourists, not a hotel with meetings as the main source. In the marketing of business hotels, it is necessary to find suitable market opportunities, establish the long-term goals and development direction of the hotel, determine the image of pure business hotels in the surrounding environment and surrounding hotels, improve their awareness and attractiveness in the market, establish their own brand awareness, determine target customers, and gradually adjust according to the needs of business customers to fully meet customer needs.

as a business hotel's sales, we should first understand the needs of business guests (such as fast check-in, internet access in guest rooms, anxious to read emails, etc.), and see whether our own products are suitable for our target guests, how to deliver (publicize) our products, how to keep these guests, how to attract high-end customers if domestic guests are the main ones, and how to let them know about this hotel through several channels and platforms. For example, the sales supervisor of a trading company in Tokyo has made the company gain great benefits through careful observation and understanding of the guests. Because of her work, she often buys train tickets between Tokyo and Osaka for the business manager of a big German company. Soon the manager found an interesting thing: every time he went to Osaka, his seat was always at the right window, and when he returned to Tokyo, he was always at the left window. The manager asked the sales girl, and the girl smiled and replied, "When the bus went to Osaka, Mount Fuji was on your right. When you returned to Tokyo, Mount Fuji was on your left. I think foreigners like the magnificent scenery of Mount Fuji, so I bought different tickets for you. " It is this humble and careful thing that moved the German manager very much and prompted him to increase the trade volume with this Japanese company from 4 million marks to 12 million marks. He believes that the sales staff of this company can be so considerate on such a trivial matter, so what is there to worry about doing business with them? )

The most important thing in a business hotel is the guest room. The facilities and equipment in the guest room should make the guests comfortable. First, as a business hotel, "bed" is the core of the room, whether it is suitable for business guests (such as single queen bed, not double standard room); The second is the provision of low-value consumables and guest supplies in the room. Business guests need to enter the room as soon as possible after arriving at the store, and they need to get into work immediately. A large number of luxury facilities are not attractive to them. For business hotels, the target customer groups can be identified as government agencies, large domestic and foreign companies and enterprises, reservation network centers, conference organizers, exhibitors, travel agencies, etc. Airlines are also an important source of tourists for business hotels (many hotels are easy to ignore the market, but they need a full set of cooperation and service methods). As a target market, we should focus on who, have some complementarities, and adjust the sales direction and strategy in time according to different markets, different environments and different sales seasons in order to maintain a stable rental rate for many years. This requires us to have a clear market positioning, determine the development goals, and the products we need to provide to meet our target market, make timely and objective market analysis of products, and establish our own brand. The corporate culture and marketing culture of the hotel are the basis for the survival of hotel management.

hotel salespeople need to know why there is a big gap in the sales revenue of hotels of the same grade, and what are the aspects of competition between hotels in order to grasp the consumption psychology of guests? 1, to have efficient management and service (guarantee). 2. Quality of products (software and hardware). 3, product innovation (whether to consider the needs of business guests, he has no me, and other business hotels are different). 4. Sensitivity to customer nuances (whether the customer's opinions and needs are timely fed back, whether a customer who complains can be corrected in time, and if it is handled positively and proactively, it will become a loyal customer, and any customer's needs should be positively and actively considered, and the customer's complaints should be highly sensitive, especially to our target customers). 5. The sales channels should be richer and more diversified. 6. The price of the hotel should be highly competitive, the sales staff should be flexible in grasping the price fluctuation, and the promotion methods should be varied. 7. Hotel management had to be very clear about the market positioning.

Hotel managers and salespeople often encounter all kinds of problems in sales, so they need to sit down and analyze the market, divide the sales ratio in off-peak season according to season, region and environment, and how to increase the market share? Be in the leading position in the sales of business hotels? We need to work hard on export, domestic sales and sales channels: 1. Export: personal sales: sales visits, telephone calls, exhibitions, banquets, etc. Advertising: indoor advertising (posting posters, pictures, road signs, etc.), outdoor advertising (the hotel has a clear name, neon billboards at night); Promotion activities: sponsorship, lottery, holiday promotion; Direct mail: direct publicity to customers through letters, greeting cards, sales brochures, short messages, emails, faxes and online promotions; Media promotion: through television, radio, newspapers, magazines, columns and special programs; Public relations activities: the hotel uses the third party to report and publicize the hotel in various media, which not only establishes a good corporate image of the hotel, but also expands its corporate visibility among hotels in the same industry. 2. Domestic sales: Internal sales promotion means that after the hotel wins the target customers, it will increase publicity and establish a corporate image among the customer consumption groups, which can not only actively promote our products, but also expand product publicity through customers. 1) Printed matter and service guide in the guest room; 2) Evacuation map and road signs behind the door (public area or outside the store); 3) Publicity cards on the coffee table and dining table in the lobby; 4) Advertising posters in the lobby (images, influences, advertising words, which affect the guests' feelings about hotel corporate culture); 5) Customer questionnaire (let the guests know about the hotel facilities and the items provided, and expand publicity); 6) Closed-circuit TV programs in guest rooms; 3. Sales channels: 1) Surrounding enterprises and companies; 2) Alliance and cooperation among hotels; 3) the hotel's own chain stores; 4) Reservation center; 5) Internet marketers; 6) conference company organization; 7) individual customers; The hotel should establish its own website, and after connecting with the global Internet, it can effectively master the customers independently through the booking platform of the Internet, so as to obtain better income. 4. Promotion for all employees: Actively mobilize all employees to have sales awareness, expand corporate publicity through various relationships (friends, colleagues and classmates), find customers and patronize hotel products and services. Full-time sales includes two forces: one is the full-time sales staff of the hotel, and the other is the employees of all positions in other departments (part-time sales staff-of course, on the basis of excellent completion of their own work). It will play a great role to play both forces at the same time, especially in the off-season of the hotel.

In addition, according to regular statistics, salespeople must pay full attention to customers' opinions: 1) At most, only 2% of the guests complained to the manager about unpleasant experiences, and 8% of them didn't want to talk about them (that is to say, if one hotel guest is dissatisfied with something, it means that five people feel the same way, but the other four didn't say anything). 2)9% of the guests who had an unpleasant experience in the store will not visit again if their complaints are not resolved. 3) If you can't take good care of existing customers, salespeople need to spend at least five times the strength or cost to win a new customer. 4) Generally, people who have unpleasant experiences will tell 12 to 15 people around them on average. 5) 68% of the reason why customers stop patronizing hotels is that they are dissatisfied with the working attitude of employees. When positioning the business hotel in the market, it is usually clear about its own propaganda words and corporate slogans in the industry (such as Haier-Sincerity Forever, Weiwei Soy Milk-Happy, McDonald's-I like it, Hyatt Hotel-Feel Hyatt, etc.), and the corporate culture and entrepreneurial spirit should be instilled in the hearts of every employee to keep every guest and strive for a bigger market. Establish the business philosophy and brand awareness of business hotels, so that guests can remember the business philosophy and hotel culture as soon as they enter the hotel, so as to make our hotel invincible.