Hotels worried about declining revenue? Come and learn how to do a good job in marketing during the holiday season
Marketing is not only a single sales model, it involves a wide and deep area, including marketing research, hotel product design, development and pricing, product sales, product circulation and so on.
The marketing of the hotel is related to the development and prospect of the hotel, so how can we make the hotel marketing play a better advantage? This needs to be considered in the entire hotel operation. In my opinion, to do a good job in marketing, we must first formulate the best marketing orientation, choose a better target market, and actively use and develop various marketing strategies to achieve high-quality marketing. Final goal.
01
Organizational Marketing
When marketing is carried out in an organization, it must do the following:
1. Delineate the sales area and scope
The marketing manager cooperates with the sales staff to demarcate the sales area and scope, and actively guides the sales staff to expand the sales area in a contractual manner. The distribution of the sales area and scope should be based on the sales potential of regular customers, and the geographical location and category of customers.
2. Set sales targets
The manager of the marketing department formulates sales targets according to the hotel’s sales goals and policies. Sales indicators are divided into quantitative indicators and quality indicators. Quantitative indicators are:
(1) The number of sales, such as the number of days of room sales, catering sales, average room price, sales revenue, etc.
(2) The number of sales, the number of sales visits that should be made per day or per month.
(3) The indicators and control of sales expenses, the sales expenses involved in the monthly sales staff, such as transportation expenses and entertainment expenses.
Since the customer demand potentials in charge of each salesperson are different, when the salesperson is required to achieve the sales quantity, the quality standard of the sales should be determined. Ability to work and relationships with clients, etc.
3. Performance evaluation of sales staff
Sales managers should take appropriate ways to understand and obtain the performance information of the sales staff, formulate the rules for the sales staff to report the “sales report” every month, understand the sales situation, and timely feedback the sales information.
4. Arrange a reasonable organization
According to the geographic location and category of the hotel customers, the marketing department organizes the sales staff to divide the sales according to the geographic location, so as to reduce the travel time and improve the work efficiency. According to the current development of hotels, hotel marketing must actively tap the potential of hotel products, increase the attractiveness of products, attract guests to consume, and attract business.
02
Product portfolio
According to the sales requirements of the enterprise, hotel marketing can develop various combination products that are popular with the guests according to the different needs of the guests, so as to attract the customers. The possible combination products are as follows:
1. Combination products for business guests
Special services for business guests, providing discounts for business guests: such as free supply of a basket of fruits in the room, free welcome drinks, free use of the facilities and equipment of the recreation center, free participation in bars, singing and dancing entertainment activities.
2. Conference portfolio products
The conference package products include the use of conference halls, snack coffee during conference breaks, and working meals during the conference, which are provided at a discounted price per person.
3. Home accommodation combination products
The form is such as double room for the whole family, free extra bed for children living with their parents, child care services, free use of recreational facilities for children, and children’s menus in the restaurant.
4. Honeymoon vacation products
Honeymoon vacation products are only provided to newlyweds, and generally require beautiful and peaceful rooms and some special services, such as a beautifully furnished bridal room, free American breakfast before bed, free champagne, flowers and fruit baskets in the room.
5. Wedding combination products
This type of product is mainly aimed at the local residents market, combined with the form of wedding consumption, adapting to the psychology of consumption, emphasizing the festive atmosphere, and attracting consumption: the product portfolio includes luxury Beijing-style or Cantonese-style feasts, free soft drinks are provided throughout the venue, four floors An exquisite wedding cake, the wedding banquet hall is grandly decorated with flowers and double happiness banners, the atmosphere of the wedding banquet is created according to the specific requirements, and the wedding march is played. The bridal suite, flowers, fruits and champagne are provided free of charge in the bridal chamber, and free American breakfast is delivered to the guest room.
6. Weekend combination products
Weekend combination products can attract guests to rest and have fun after work in the week, so it is necessary to plan and organize some entertainment sports activities: such as holding weekend evening parties, weekend acrobatic performances, etc., combining entertainment activities with hotel accommodation services into a cheap packaged product.
7. Off-season holiday products
During the off-season, the hotel provides guests with a one-week, ten-day accommodation plus meal package price. At the same time, in order to attract guests, it is necessary to plan and organize free entertainment for guests.
8. Combination products for special events
The development of such combination products requires marketers to have creative and factual thinking to design products that are both novel and economically and marketable, using existing facilities and services to organize activities such as table tennis, tennis, bowling, etc. Improve the reputation and image of the hotel.
03
planning publicity
In addition to developing new products and new activities, marketing also needs to launch unique publicity methods to attract customers, which requires more fuss about advertising planning and sales.
(1) You can choose TV, radio, newspapers and other media to regularly report the hotel’s newly launched special dishes, room environment, activities, etc., so as to improve the guests’ sensory impression of the hotel.
(2) Use industry magazines, newspapers, travel itineraries, brochures, guides, advertising leaflets, direct letters, etc. to publicize hotel products.
(3) Invite well-known performances to increase the momentum, enhance the influence, and create a hot spot for hotel consumption, such as inviting provincial and municipal model competitions, fashion shows, large-scale singing and dancing instrumental music performances and other promotional methods.
(4) Design and launch the Oktoberfest, and the way of enjoying dishes to improve hotel consumption and increase efficiency.
Hotel marketing should not be limited to one stage, stick to one model, and indulge in one state. It must create and design the best business model suitable for hotel business development with the sharpest, most advanced, and most unique sense of smell. Make the hotel management more perfect, advanced and unique, so as not to be defeated in the fierce competition in the hotel industry.
04
Five taboos in hotel marketing
1. Avoid subjectively judging the creditworthiness of consumer units
In a regular meeting of department managers, the sales manager reported that a foreign company came to the store for consumption and hoped to be charged. The boss asked the manager: Is it state-owned or private? The answer is private; he asked how much the investment amount was? The answer was nearly 10 million; so the boss warned that such a small-scale private enterprise would not be inconvenient to hang up the account. With that single word, the door of convenience the business had hoped for was blocked, and at the same time, the hotel unknowingly lost one of its most loyal customers.
At present, among all consumer groups in hotels, especially some mainland hotels, billed consumption accounts for a considerable proportion. When the hotel measures the consumption certificate of the billing unit, it will naturally determine whether the bill can be billed according to the strength and credibility of the unit, so as to avoid the phenomenon of bad debts, bad debts and dead debts. Over time, the old customers and well-known companies in the region are easy to grasp, but for similar new consumer customers, it is not possible to determine the degree of credibility based on the company’s attributes and existing strength, and it is not possible to thicken the “public” book. “Private”, emphasize “big” and light “small”.
Among the customers who interact with each other, a positive and prudent approach is to greet them with a smile on the one hand, and use strong and strong regulatory measures to prevent the hotel’s interests from being harmed on the other hand. As requested by the boss at the beginning of this article, you can take steps such as entering into a detailed contract, shortening the checkout time, and arranging special personnel to monitor the situation to open the door for new customers. Once the problem is found, it will not be too late to cancel the billing qualification.
Second, avoid bosses rarely visit
It is an effective means to enhance understanding, strengthen friendship and consolidate the source of customers by visiting customers at the right time. This has been recognized by the majority of colleagues, but it is far from the actual implementation. Some either don’t have time and forget to go; some don’t plan to go at all and let their subordinates go; some even marketing directors and managers rarely go there and build cars behind closed doors. There may be several reasons for this: it’s okay to say that you are at the same level as yourself, and it is difficult to visit customers who are lower than yourself; Consideration; weak sense of responsibility or lack of work; most managers who have these reasons only care about their own feelings and facts, and ignore the ideas of customers who depend on them for survival.
3. Don’t visit like a revolving lantern
When a sales manager formulates quantitative indicators for a salesperson, he must not use the number of visits to measure a salesperson’s performance. This seemingly scientific but counterintuitive approach will have a negative impact. The relationship between the salesperson and the customer is only a work relationship, and it is obviously not welcomed by the customer because of the frequent appointments and interruptions due to work, so there is a saying that he is clearly working in the office and falsely claiming to be in a meeting. Many times, the salesperson is also aware of the customer’s disgust, and hopes to bring good news such as discounts, discounts, gifts, free and other good news to customers, to liven up the atmosphere, increase the content of the conversation, and increase their own weight, but this is very limited. of. In addition to formulating visit plans that vary from customer to customer, the marketing department should consider multi-channel and multi-means to achieve the goal.
Fourth, avoid planning is only a matter of the marketing department
A well-known hotel has a very good tradition. Before the festival, the boss will take the lead in organizing the backbone of the whole store above the foreman to hold a Zhuge Liang meeting. Please come up with ideas. This is a good practice worth promoting. No matter how professional the marketing department is, the number is limited; no matter how many ideas there are, they are still weak; three cobblers become one Zhuge Liang, and the participation of many people will help the event to be a success. They also set up part-time salesmen among the supervisors of various departments to fill the shortage of sales staff in the collection of customer information and relationship communication, basically forming a three-dimensional network of external marketing, which is very practical.
5. Avoid doing promotions on your own terms
I once heard a joke that a boss received more than a dozen New Year’s cards from the same hotel during the Spring Festival, some from the hotel, some managers of various departments, some supervisors, and even some employees. Generally speaking, it means the same thing: I hope to continue to take care of me in the coming year. The boss’s reaction when he received the greeting card was: Is this necessary? At present, many hotels quantify the income of various operating departments, which effectively improves their enthusiasm. Managers and employees each use their best efforts to increase the insurance amount. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of the hotel, which cannot be destroyed by some low-level and vulgar methods. This requires the hotel management to take effective measures to avoid this phenomenon of separate promotions, in order to maintain the integrity of the hotel’s external marketing.