Marketing Plan of Hotel Activities 1 I. Target Market Analysis
In order to promote the consumption of hotels during May Day, we analyzed the existing consumption groups of hotels and the mass consumption patterns in Shexian area. Through the analysis, we found that the existing consumer groups in the hotel are basically groups, businesses and public funds, and these consumers basically have a holiday during May Day. If we can't effectively stimulate the mass consumption groups in Shexian to spend in hotels, the consumption situation of hotels during May Day will not be optimistic. However, after the Spring Festival, other consumer industries in Shexian will have a consumption climax in the first half of the year around May Day. These industries include: telecommunications, home appliances, wedding photography, furniture, jewelry, mobile communication, insurance and other mass consumer industries. The middle and high-end consumer groups in these industries are also the target consumer groups of hotels.
Since the establishment of the hotel for one year, there is basically no effective marketing promotion for the middle and high-end mass consumers in this area. If you advertise for this kind of consumer groups, there will be problems such as scattered audience, wide publicity scope, complex publicity projects and high publicity costs. And many mature mass consumer industries in this region have their own sales network and a large number of fixed high-end customers. How to make use of the sales network, sales reputation and high-end customer resources of these mass consumption industries to enhance the brand image and sales performance of xx Hotel, and successfully attract high-end mass consumers in this area to spend at xx Hotel in the May 1 Golden Week and beyond? At the same time, take this opportunity to realize the strong alliance between hotels and other consumer industries and jointly create a high-end consumer market; It also laid a foundation for further establishing the market positioning of xx Hotel in Shexian County, which is the focus and purpose of this planning case.
Second, the planning ideas
In order to build the business circle of high-end consumer groups in the region and realize the purpose of xx hotel to stimulate the consumption of high-end individual consumers in the region, this planning case is mainly considered from the following aspects:
(A) the use of marketing advantages
"The Art of War" has a saying: "A good fighter seeks the situation without blaming others, so he can choose people to control the situation."
Follow the trend, that is, always pay attention to and master the resources and events around us, get in touch with products and enterprises, explore and discover every opportunity to upgrade products and brands in time, seize the opportunity that is useful to me in time, follow the trend, promote products and enhance enterprises. This case mainly relies on two aspects:
The first is to borrow the momentum of the business. That is, using the potential of some outstanding businesses in mature consumer industries in the region, we can conduct marketing promotion more directly and pertinently for middle and high-end consumers in the region. Make use of the brand image, consumer reputation and fixed customer base established by these excellent merchants in the market to directly enhance the position of xx hotel in the eyes of high-end consumers in the region.
The second is to take advantage of the May Day trend. In other words, with the help of outstanding businesses in other industries, we should also take advantage of the general trend of the May 1 Golden Week. Although the May Day Golden Week is not a real golden week for the hotel industry in this area, it is a real golden week for other consumer industries. We should take advantage of the consumption trend of this Golden Week to attract more consumers to spend in xx, and at the same time take this opportunity to promote xx.
(B) guide consumption
During the May Day Golden Week, people have a lot of consumer demand, such as home appliances, wedding photography, furniture, jewelry industry and so on. If they spend money in xx hotel, they can also get discounts that are not available in the market from excellent merchants in these industries, then there is a great possibility to attract these consumers to spend money in the hotel.
(3) meet consumption
During the May Day Golden Week, customers who come to xx Hotel for consumption can not only enjoy all kinds of hotel promotions, but also get preferential activities and consumption discounts from other excellent businesses in the consumer industry in the region. Let customers have a sense of benefits of "coming to xx to enjoy multiple benefits".
Hotel activity marketing scheme 2 Hotel marketing is a series of business and sales activities to meet the reasonable requirements of customers and make the hotel profitable. The core of marketing is to meet the reasonable requirements of customers, and the ultimate goal is to make the hotel profitable.
Hotel marketing is a kind of marketing and an important part of hotel business activities. It begins before the hotel provides products and services, mainly studies the needs of guests and the methods to promote the growth of hotel customers, and is committed to developing the potential of the hotel market and improving the hotel's income. Marketing involves products to meet the needs of guests, which runs through all business activities from hotel circulation to guests, and finally enables the hotel to achieve the predetermined business objectives.
Hotel marketing characteristics
comprehensiveness
In addition to accommodation and food, customers' needs for hotels also include comprehensive needs for food, shopping, entertainment, information exchange and business activities. Modern hotel marketing is closely related to the employees in all departments of the hotel. As long as one employee's service makes the guests dissatisfied, it will cause 100- 1=0.
invisibility
Service is the main product of the hotel, and all products of the hotel are sold together with service. The quality evaluation of hotel products depends on customers' subjective feelings about service-oriented hotel products. After the hotel products are purchased by customers, they only have the right to use in a certain time and space, but they cannot be possessed.
in time
That is, the non-storability of hotel products.
Volatility
(1) Tourism consists of food, shelter, transportation, desire and shopping.
(2) Seasonal fluctuations, that is, what we call off-season and peak season.
(3) Influenced by political, economic, social and natural factors. Therefore, according to its characteristics, hotel marketing effectively organizes the marketing of the corresponding market in order to pursue the highest efficiency.
Organizational marketing
When organizing hotel marketing, we should do the following:
1, define the sales area and scope. The marketing manager cooperates with the sales staff to define the sales area and scope, and actively guides the sales staff to expand the sales area at one time. The distribution of sales area and scope should be based on the sales potential of fixed customers, the geographical location and category of customers.
2. Set sales targets. The marketing manager sets the sales target according to the hotel's sales target and policy. Sales indicators are divided into quantitative indicators and quality indicators. Quantitative indicators are: hotel marketing management thought
(1) Sales quantity, such as room sales days, catering sales, average house price, sales revenue, etc.
(2) Sales times, daily or monthly sales visits.
(3) Indicators and control of sales expenses, and the sales expenses involved by sales personnel every month, such as transportation expenses and entertainment expenses. Because each salesperson is responsible for different customer demand potential, the quality standard of sales should be determined when the salesperson is required to reach the sales quantity. Quality standards include sales staff's products and sales knowledge, the effect of sales call, sales staff's working attitude, working ability and relationship with customers.
3. Performance evaluation of sales staff. The sales manager should take appropriate measures to understand and obtain the performance information of the sales staff, formulate the provisions for the sales staff to submit the "sales report" every month, understand the sales situation, and feed back the sales information in time.
4. A well-organized organization. According to the geographical location and category of hotel customers, the marketing department organizes sales staff to divide sales according to geographical location, which reduces the travel time and improves work efficiency. According to the current development of hotels, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of products, attract customers' consumption and attract business.
product mix
Hotel marketing can develop various popular combination products to attract customers according to the sales requirements of enterprises and the different needs of guests. Existing portfolio products include:
(1) combination products for business guests. Provide special services for business guests, such as a basket of fruit in the guest room, welcome drinks, facilities and equipment in the recreation center, bars, songs and dances, etc.
(2) Conference portfolio products. The conference package products include the use of the conference hall, tea and coffee during the meeting break and working meals during the meeting, which are provided at a discount of one package per person.
(3) Family accommodation combination products. Family double rooms, free extra beds for children living with their parents, provision of child care services, free use of children's entertainment facilities, children's menus in restaurants, etc.
(4) Honeymoon holiday products. Honeymoon holiday products are only available to newlyweds, and generally require beautiful and quiet rooms and some special services, such as beautifully decorated new houses, free American breakfast before going to bed, free champagne, and flowers and fruit baskets in the rooms.
(5) Wedding portfolio products. This kind of products are mainly aimed at the local residents' market, combined with the form of wedding expenses, to adapt to the consumption psychology, emphasize the festive atmosphere and attract consumption: the product portfolio includes luxurious Beijing-style or Cantonese-style banquets, free full-court soft drinks, exquisite wedding cakes on the fourth floor, a wedding banquet hall decorated with flowers and double happiness banners, creating a wedding atmosphere according to specific requirements, playing wedding marches, and providing wedding suites, flowers, fruits and champagne for free on the wedding night.
(6) weekend combination products. Weekend combination products can attract guests to rest and entertain after a week's work, so it is necessary to plan and organize some entertainment and sports activities, such as holding weekend parties and acrobatic performances. And combine entertainment activities with hotel accommodation services into cheap package products.
(7) Off-season holiday products. In the off-season, provide guests with accommodation and meals for one week or ten days at a package price. At the same time, in order to attract guests, it is necessary to plan and organize guests to enjoy entertainment activities for free.
(8) Combination products for special activities. The development of this combination product requires the marketing staff to have creative and factual thinking, design products that are both novel and feasible in economy and sales, and make use of existing facilities and service institutions, such as table tennis, tennis and bowling competitions, to enhance the reputation and image of the hotel.
Cehua Xuanchuan
In addition to developing new products and activities, hotel marketing should also introduce unique publicity methods to attract tourists, which will make more fuss about advertising planning and sales.
(1) TV, radio, newspapers, internet and other media can be selected to regularly report the newly-launched special dishes, room environment and activities of the hotel, so as to enhance the guests' sensory impression of the hotel.
(2) Use trade magazines, newspapers, travel brochures, guides, advertising leaflets, direct letters and other ways to promote hotel products.
(3) Strengthen the momentum and influence by inviting famous performances, and create hot spots for hotel consumption, such as inviting provincial and municipal model contests and fashion shows; Large-scale singing and dancing instrumental music performances and other promotion methods.
(4) Design and launch the Oktoberfest, enjoy the dishes, and increase hotel consumption and benefits.
Hotel marketing should not be limited to one stage, stick to one mode and indulge in one state. It must create and design the most suitable business model for hotel management and development with the most acute, advanced and unique sense of smell, so as to make hotel management more perfect, advanced and unique, so as not to be defeated in the fierce competition in the hotel industry.
Hotel Activity Marketing Plan 3 I. Target Market Analysis
1. Customer analysis: Hotel customers are mainly middle and upper class people and government officials, but many of them are private consumers, which requires hotels to take into account the personal interests of those private consumers on the basis of upgrading.
2. Self-analysis: This hotel is the only local five-star hotel with first-class service quality, advanced hardware and equipment, and convenient transportation, which can well meet people's needs for food, accommodation, transportation, travel, shopping and entertainment.
3. Competition analysis: Because of our hotel's geographical advantages, there are few competitors, and because of our unique products, other hotels are difficult to replace, so our hotel is very competitive.
Second, the pricing strategy
1, meals can basically maintain the original price, but considering the price of some meals related to the Mid-Autumn Festival, you can take the form of discount or direct price reduction.
2. For high-priced meals, it is recommended to combine reduction with no reduction.
3. The Mid-Autumn Festival package price should not be too high, and the per capita consumption should be controlled at 20-30 yuan (excluding drinks).
4. The price of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and the lowest price can be reached around the Mid-Autumn Festival (but it should be determined according to the hotel's net profit).
Third, marketing strategy.
1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).
2. Family members whose birthdays are 15 in August can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.
3. If the mobile phone and fixed telephone number are 8 15, you can enjoy a 50-60 discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.
4. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).
The activity will be held in the banquet hall on the second floor of the hotel.
6. The activity will be held from August 10 to August 20th of the lunar calendar.
Fourth, promotion strategy.
1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).
2. TV, street banners and newspaper advertisements are combined.
3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.
4. You can also make window frame advertisements or larger flash animation advertisements or banner on related websites. The processing of web animation and pictures must be consistent with the marketing content.
5. Flyer advertising is ok, but the quality of flyers must be high.
Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.
Verb (abbreviation for verb) Other related strategies
Security guards must ensure the safety of the hotel; Take some incentive policies for waiters and related staff to arouse their work enthusiasm; Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.
Cost budget of intransitive verbs
The budget of this activity is about 10000 yuan, including about 5,000 yuan for hall layout, about 3,000 yuan for advertising, and about 1000 yuan for buying small and medium-sized gifts.
Seven. Effect prediction
If the promotion and related services are in place, the income is at least 1 of the usual income. More than five times.
Eight. Other suggestions
1, equipped with a computer in the service hall to keep some key customer information at any time.
2. With the consent of the customer, enter the customer's information into the database (the key is the customer's name and mobile phone number) to serve the future promotion.
3. Do a good job in the hotel website. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big flash animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Enhance the hotel's popularity through online marketing (the biggest advantage is that it is popular and has low cost).
Marketing plan of hotel activities. time
Xx, xx -xx, xx.
Second, location.
Xx hotel.
Three. Goals and objectives of the activity
1, let customers know about Jinjiang Hotel, and dispel customers' concerns about consumption grade.
2. Enrich the celebration atmosphere of traditional festivals and stimulate family consumption;
3. Develop existing site resources and mobilize business potential in a short time;
4. Consolidate the sales force of the hotel, mobilize the enthusiasm of all staff and bind up the operation.
Fourth, public goals.
Individual guests, family members, relatives and friends during the xx Festival.
Verb (abbreviation of verb) configuration
With xx Hotel becoming a high-end hotel, the consumption level is getting higher and higher. "Harmony, love, reunion, home and prosperity" is unique in the advertising campaign, and its activities are unique and refreshing, creating a warm and warm atmosphere for holidays.
Sixth, combined with promotional activities
1) Food City Vegetable Price 10 yuan, buy one get one free with Yanjing pure beer.
2) 20% discount on food in VIP room. If you spend money in 300 yuan, you will get a coupon to 20 yuan and a ktv show in the afternoon (excluding seafood, abalone, soup, tobacco and alcohol).
3) Take xx Festival culture as the content, launch various exquisite and affordable Dragon Boat Festival group banquets suitable for family gatherings, and book the group banquet and send it to ktv in the afternoon. And launched several Dragon Boat Festival specialties.
4) In this series of activities, we must grasp the principles of "authenticity" and "authenticity". Family dinners and gatherings of relatives and friends are the main sources of tourism at this stage. Then the hotel's products should mainly meet the needs of such guests. The dishes should be light in taste, suitable for all ages, large in quantity and moderate in price. Banquets of various grades should be launched in time, with special dishes, signature dishes and new dishes interspersed here, so that consumers can fully understand the chef's level of the hotel and promote the establishment and promotion of the hotel image brand. This is the main purpose of this marketing and the theme project of this activity.
Seven, the effect analysis of marketing activities
1. This plan embodies the overall marketing idea of "tapping the potential first, then making profits" of xx Hotel (that is, gaining popularity first), making customers dare to enter the hotel for consumption, making the hotel's service facilities recognized by customers, and the discounts offered to family, friends and relatives during the Dragon Boat Festival can better reflect the hotel's sincerity to customers.
2. The sales targets of all operating departments of the hotel are inclined to the catering department, and the popularity of catering is promoted through departmental linkage.
3. This activity will make customers leave many beautiful and sweet memories and deepen their understanding of Jinjiang Hotel.
VIII. Budget and Advertising Planning
1, 50 banner advertisements on main roads in xx county. The cost is 3500 yuan. Xx is in charge.
2. The mobile phone mantissa in 2.xx county is all covered by the carpet SMS of 6, 8 and 9 users. It is estimated that xx articles will be issued at a price of ***xx yuan. Xx is in charge.
3. Rent a special publicity car to promote around the city 10 days. The fee is xx yuan. Feng, the general manager, is responsible.
4. All taxis in Qiyang County are advertised. The fee is xx yuan. Minister Jiang is in charge.
5. Organize employees to take to the streets for training and distribute publicity materials. The fee is xx yuan. Manager Jiang and responsible.
6. Make 400 consumption volumes at the cost of 50 yuan. Xx is in charge.
Marketing planning of hotel activities 5 I. Activity background
Xx Hotel is the "central landmark" of Nanjing, where eastern and western cultures complement each other. As a member of the "world-class hotel organization", the hotel attracts countless customers with elegant and comfortable distinguished rooms, various restaurants offering global cuisine, advanced and fast business meeting facilities and fully functional entertainment services. To celebrate the arrival of Christmas, the hotel decided to give back to consumers and hold promotional activities.
Second, the theme of the event
Celebrating Christmas, xx Hotel gives real feedback.
Three. moving target
Raise awareness, stimulate consumption and increase turnover.
Fourth, the activity time
Publicity time: 20xx.12.15—20xx.12.23.
Activity time: 20xx.12.24 —— 20xx.12.29
Verb (abbreviation of verb) activity arrangement
Schedule of the first stage preparation stage
The second stage is the activity promotion stage.
The third stage is the implementation stage of the promotion plan.
Sixth, the design of promotional activities.
(1) theme: lucky draw.
(2) Activity time: 65438+February15-65438+February 29th, normal business hours.
First prize 1 travel voucher worth 3000 yuan, one get two free.
First prize: 1 travel voucher worth 2000 yuan.
Third Prize 1 Value 900 yuan Travel Voucher.
Other customers who didn't win the Sunshine Award were given vouchers worth 100 yuan, which can be used when they come to our store for consumption next time.
(3) Activity content: During the activity, if a single cash consumption reaches 65,438+0,000 yuan, you can get a lottery ticket at the service desk. If it exceeds 1000 yuan, you can get a corresponding number of lottery tickets according to multiples of 1000 yuan, and the part that is less than 1000 yuan will not be counted.
(4) Lottery time: 699 lottery tickets were collected in the lottery box, that is, the customer in the box was informed of the specific lottery time and arrangement by SMS, and the customer was invited to witness at that time.
(5) Redemption instructions: The winners will collect the corresponding prizes at the service desk with their lottery tickets and ID cards.
(6) Note: Cumulative consumption is not calculated in this activity; During the activity, please pay attention to the accumulation of lottery box numbers on the display screen of the hotel lobby; If the winner cannot be contacted within three months after the lottery, the prize money will be donated to charity in the name of the winner; All lottery tickets in the event are not cashed, and no change is given. If taxes are involved, the winner takes care of himself; All employees and related personnel of our company will not participate in this activity.
Marketing planning of hotel activities 6 I. Activity background
Xx, xx, xx Valentine's Day is coming. Every hotel is trying to create romantic and warm programs for consumers. For many years, it has been sending roses and chocolates to decorate the venue to convey the message of this plan to consumers.
According to the operating characteristics of our villa and the consumption habits of regular customers. This year, we have formulated the following Valentine's Day promotion plan for the general office to review.
Second, the theme of the event
Dongguan Villa xxx Valentine's Day Pink Tour
Rose, pink, story
Third, the activity time
Xx month xx day
Fourth, the venue
Main venue: Lijun Club
Secondary location: guest room sauna room
Verb (abbreviation of verb) activity method
1. Create a warm and charming love palace for consumers through romantic scene layout;
2. Set up a "lover's message board" for couples to write their love words on.
3. Distinguish the identity of singles and lovers by hanging colored light sticks on their bodies. Singles can participate in the "Couple-to-Couple Touch" activity held in the lobby (with the activity plan attached).
4. Set up a "pink couple suite" in the guest room and sauna room, cleverly arranged, and give roses, chocolates, champagne and double breakfast.
5. Sprinkle the contents of the couple's chicken tail.
Sixth, atmosphere creation:
Nightclubs:
1. The gate is tied into a heart-shaped arch with pine branches, flowers and pink snow gauze.
2. The theme of the activity is marked on the beam that enters the door.
3. Set a 4× 2m "Couple Message Board" on the glass wall on the second floor.
The hall is decorated with pink chiffon, roses and pink balloons.
Guest room and sauna room: decorated with pink chiffon, roses and pink balloons.
Seven, advertising methods:
1, leaflets: 10000 copies, distributed by yourself.
2, SMS release: 3,000 yuan.
3. Internal advertising: (including painting and computer screen).
4. Advertising text:
I'm lucky to have you.
Cherish you, and I will practice it all my life. (advertising words)
B, spring letter blooms, roses bloom, love comes, and your story begins;
Valentine's Day is coming, prepare a precious gift in Dongguan villa, then gently bring your she (he) and start meeting on this romantic day. (SMS)
C. Valentine's Day on xx, xx, XX, "Pink Couples Suite" 188 yuan. Happy Valentine's Day!
On xx, xx, the single aristocrat in Dongguan Villa "lovers meet", and the party is waiting for you!
Rose rain, wine candlelight, pink trip of the Lijun Club on Valentine's Day, waiting for you to participate!
Eight, promote the plan:
1. There are eight "pink couple suites" in the guest room, each of which costs 228 yuan per night, giving 8 roses, a box of chocolates and a bottle of champagne.
2. There are eight "pink couple suites" in the sauna room, each with 2 18 yuan per night, and 8 roses and a box of champagne are presented.
3. The "Couple Cocktail" set meal is launched in the lobby of the nightclub.
4. The activities of "single aristocrats" and "lovers meet" in the nightclub lobby.
Nine. Activity arrangement
1. Marketing Department: put the campaign advertisement before xx.
Do a good job in creating a Valentine's Day atmosphere before xx months.
2. Entertainment Department: Make detailed rules for Valentine's Day activities in combination with the marketing plan before xx:
Do a good job in creating a Valentine's Day atmosphere before xx months.
3. Sauna Housekeeping Department: Do a good job in the layout of the pink couple suite on xx.
4. Engineering Department: According to the activity plan, arrange lighting and electricity consumption, and make special props.
X. cost budget:
1, simulated rose: 6000 ×0.3 yuan = 1800 yuan.
2. Rose: 500 × 1, 00 Yuan =500 yuan.
3. Chocolate: 100 box ×20 yuan =XX yuan.
4. Powdered snow yarn: 100 yard ×5.0 yuan =500 yuan.
5. Flyer: 10000 ×0.25 yuan =2500 yuan.
6. Painting: 200 square×10 yuan =XX yuan.
7. Others: 500 yuan
Total: 9800 yuan