*55% of hotel general managers don't understand marketing management;
*50% hotel general managers don't know how to make sales policies;
*45% hotel general managers lack scientific market research knowledge;
*35% of hotel general managers don't study the market, and their positioning is vague;
*60% hotel general managers don't know how to formulate the overall marketing strategy;
*70% hotel general managers don't know how to start when building enterprise marketing network;
*40% hotel general managers don't know how to establish a price system, which is difficult to manage and control;
*40% hotel general managers can't start with the integrated application of advertising, public relations and promotion strategies;
*40% hotel general managers can't analyze the competition pattern and don't know what competition strategy to adopt;
*75% of hotel general managers can't handle the relationship between long-term strategy and short-term benefit;
1, establish a guest file collection system.
"Thousands of high-rise buildings rise from the ground", and the collection and arrangement of guest files is the basis for doing a good job in customer management. To understand a customer, we must first collect relevant information. This work needs to be carried out by all departments of the hotel at the same time. The marketing department should design the style of the guest information collection form, pay attention to the special needs, consumption habits, taboos and consumption records of the guests, establish a three-dimensional and all-round guest file, and regularly update the file to achieve "knowing people, knowing people and knowing each other".
2, with "emotion" moving, do a good job in customer maintenance.
At the beginning of the article, the author lists some disadvantages in hotel customer management. Careful analysis is rough and lacks individuality. Customer management doesn't want you to simply represent the guests, but to advocate "one-on-one" sincere care. For example, greeting cards can be written by salespeople, even if a few words are more human than printed ones. It is worth mentioning that hotels should consider whether it is necessary to use SMS platform to send hotel promotion information.
Many hotels like to send their recent preferential activities by SMS, such as "send them when they are full" and "annual big discount". I don't agree with this way. It is undeniable that SMS is a very timely platform, but it is not the most effective, especially now that all kinds of "spam messages" are flying all over the sky, and mobile phones belong to the category of private space. No customer wants to take the time to read some promotional information that he is not interested in, let alone send it regularly every month.
We should choose a good opportunity to impress people with "love". In this regard, the Oriental Hotel in Bangkok provides us with a classic service case. Yu Xiansheng went to Thailand on business and stayed in Oriental Hotel twice. Later, due to business adjustment, Yu Xiansheng didn't go to Thailand for three years. On Mr. Yu's birthday, I suddenly received a birthday card from the Oriental Hotel with a short message: Dear, you haven't been to our place for three years. We all miss you very much and hope to see you again. Today is your birthday, I wish you a happy birthday. Yu Xiansheng was so excited that tears welled up in his eyes at that time that he vowed that if he went to Thailand again, he would never go to another hotel, and he must stay in the Oriental Hotel. He would persuade all his friends to choose like him.
3, targeted design theme guest networking activities to promote communication.
In addition to sending greeting cards to guests and paying attention to their consumption habits, hotels can also try to design some targeted guest networking activities. For example, invite guests to hold fishing competitions, mountaineering activities, picnics, tea parties and so on. And take the initiative to establish a wider communication channel with guests, so as to transform the service and service relationship between hotel employees and guests into a friend relationship.
4. Pay attention to the establishment of talent marketing system.
The products that the hotel can provide are, in the final analysis, services. And the service is done by people. There are many ways to promote hotel products, such as print advertisements, TV advertisements, and personal sales promotion. Compared with advertising, the advantages of personnel promotion are more obvious, and it is easier for guests to accept and establish cooperative relations. Therefore, the hotel should pay full attention to the "people" factor, not only the sales staff need to strengthen communication with the guests, but also the staff of other departments should strengthen the publicity of the guests. Conditional hotels can consider setting up full-time catering sales in the catering department, setting up GRO in the marketing department, and maintaining the guest-guest relationship with full-time staff.
The formulation of goals should be an objective process. When the general manager lets the sales staff know what they need to achieve and why they want to achieve these goals, and then lets them plan how to achieve these goals themselves, they will really understand these goals and make detailed plans for them. If they can't do this, then their resumes must be dull.
Of course, what needs to be reminded here is that any general manager must understand for himself that the goals they set are realistic and feasible. In this case, if a salesperson complains to the general manager that these goals are unrealistic, the general manager should stick to his position. There are many choices here: if the salesperson feels that these goals are impossible to achieve, then he can choose to leave; If they are really good salespeople, they will find these goals a challenge for them and they will do them with enthusiasm.
5. Actively support the sales staff.
If the salesperson makes countless phone calls and still doesn't get much, it should be a problem of sales skills. At this time, they should be given some time. Of course, if a lot of time and training are invested in them and the result is still the same, then the general manager should stop immediately and make arrangements for the future of these salespeople. At this time, salespeople may be more willing to change themselves, change the environment and give themselves this opportunity. Maybe they will do better in other positions besides sales.
The market is always changing, and the needs of guests are ever-changing. When guests are no longer satisfied with the value exchange of "giving when they are full", and when the needs of guests have risen from simple accommodation needs to seeking respect and recognition, hotel marketers should pay more attention to the real needs of guests, and only in this way can they have a stable source of tourists. In the eyes of customers, the level and image of sales staff represent the level and image of a hotel.
How to write that the hotel room marketing plan is a plan? The implication is that the boss asked you to write this to increase sales and popularity. You can get a discount and advertise vigorously. You can write it all out.
How to write the price of the wrong wake-up call in the case of hotel room service
Case Yao is a college student who just graduated from Tourism College. He was assigned to a hotel room service center to start exercising at the grassroots level. Today is his second day in the room service center, and it's his turn to work the night shift. Not long after the succession, the phone rang. Xiaoyao picked up the phone and said, "Hello, room service center, go ahead." "Get up at 5: 30 tomorrow morning." The hoarse voice of a middle-aged man. "Wake up at half past five, right? All right. No problem. " Xiao Yao knows that although waking up is a matter for the switchboard, the one-stop service concept and the first question responsibility system require him to accept the guest's request first, and then tell the switchboard immediately, so he agreed without hesitation.
When Xiaoyao connected to the switchboard, it suddenly occurred to him that he had forgotten to ask the guest's room number just now! Looking at the phone keyboard again scared him into a cold sweat-this phone doesn't have a number display! Xiaoyao was immediately flustered and immediately explained the matter to the switchboard. The switchboard report can't find the room number either. So Xiaoyao's foreman immediately reported to the manager on duty. Considering that it is already midnight, it is not good for the manager on duty to ask around from room to room. According to the guest's request to wake up early in the morning, it is estimated that nine times out of ten the guests will catch a plane or train tomorrow morning. Now I have to hope that the guests can wake up their mobile phone settings. Otherwise, we can only wait for the complaint.
At 7: 30 in the morning, a sleepy guest came to the front desk and complained that the hotel didn't wake him up as he asked, which made him miss the plane. His expression was depressed and angry. The assistant lobby manager, who had been waiting in the lobby, immediately stepped forward and invited guests to the lobby cafe to receive complaints.
It turned out that this guest first spent the night from suburban county to provincial capital, prepared to go to the airport early in the morning to join a tour group organized by a travel agency, and then traveled by plane. Unexpectedly, when he asked for a wake-up, he thought that the waiter could know his room number from the phone number display screen, so he omitted the report.
The hotel immediately contacted the travel agency to discuss remedial measures. The travel agency promised that the guests could join another tour group the next day, but today the guests are responsible for booking gold and 270 yuan at the tourist destination. Next, the result of the hotel's treatment is to pay the deposit for the guests, and at the same time let the guests stay in this hotel for one night for free, exempting the guests from the room fee last night. In this way, because of a wake-up mistake, the economic loss of the hotel is counted as 790 yuan.
Comments:
Because of a wake-up mistake, the hotel paid the price of 790 yuan. Is it the cost? Is it "investment" The author thinks that this 790 yuan is both a cost and an "investment"-spending money to buy lessons. Two lessons have been learned from this case, and improvement measures should be taken:
First, all "novices" should have "old employees" or foreman in charge of the work for a period of time, including the whole process of answering the phone, even once. For example, whether the conversation with the guests is appropriate and complete, whether it is repeated, whether it is recorded, etc. If necessary, we should do a good job of "filling the position".
Second, all calls received from guests must have a call display and memory function. This will not only improve efficiency and convenience for guests, but also prevent similar incidents from happening.
Should the parties in this case "pay the bill" to prevent similar incidents? Let the client's boss take joint responsibility? At present, no matter how to deal with these two employees, if you don't accept the lesson and take effective improvement measures, there may be "Xiaoyao Er" in the future, and some people even don't want to act as "Xiaoyao". Therefore, it is fundamental to sum up the lessons and take corresponding improvement measures (such as changing a phone with caller ID and novice being "followed" by the foreman for a period of time). Hotel managers at all levels should make full use of their own work experience and lessons, look for problems with foresight and take preventive measures, which is the key to improve management level and service quality.
How to write a hotel marketing plan Guo Dunqing replied:
Hotels belong to the service industry, and the marketing purpose of any company is to do a good job in marketing and achieve its profit (profit) goal, so is hotel marketing.
To do a good job in hotel marketing, we must do a good job in service and attract many customers to stay in the hotel for dinner and entertainment. First of all, we should write a good hotel marketing plan. Hotel marketing plan, specifically, should be written from the following points-
(1) The level and positioning of the hotel. The level of the hotel shows how many stars the hotel has, and the positioning of the hotel mainly refers to the positioning of the clients. In this respect, two important points need to be pointed out: for example, four-star hotels realize the service quality of five-star hotels; The facilities of a four-star hotel can have the price of a three-star hotel.
(2) The software and hardware settings in the hotel should be introduced.
(3) The geographical location and surrounding environment of the hotel should be fully introduced and rendered, which can provide convenience for customers to provide all-round services.
(4) Introduce the important customers received in history and their favorable comments, so as to expand the hotel.
I'm almost writing a hotel marketing plan, too, 2 1 forward ... waiting for the answer.
I finally finished writing on the 22nd today. There are many samples online.
I also talked about the marketing planning of the ecological garden hotel. The hotel marketing strategy is 5.
1, hotel positioning (low, medium and high)
2, the theme of food (Hunan, Guangdong, Shanghai, etc.). )
3. Taste and spending power of regional consumers (about how much a meal is willing to spend)
4. Business environment, decoration and parking lot around the hotel.
5. The management status of the hotel itself.
6. Self-owned fund management is healthy.
7. Selection and procurement channels
8. Financial management and tax payment
9. Cooperation of relevant suppliers
10 days, human resources
Hotel chefs and spiritual services should solve these two problems first, and I don't think the others will be difficult to solve.
I want to ask for a hotel marketing plan. I collected some information to share, but maybe only the first good point is very specific, and the others are for your reference.
Mid-Autumn Festival Hotel Marketing Promotion Planning Scheme
:yqok . 20069 19432552867 1。
E-commerce and hotel management development
:yqok.200758222 13638440。
Ten New Tactics of Modern Hotel Marketing
:yqok . 20074 142 17 1589205。
Five Taboos of Hotel Marketing
:yqok . 20074 142 13529 1767。
The whole process of hotel marketing diagnosis
:yqok . 200768 13 152 125 1 1。
How to open up the field of hotel marketing
:yqok . 2006 1 1 1 1 1326 1824054。
Common management methods of southern hotels
:yqok . 20073 142 1322030628。
Chinese Valentine's Day is approaching, and the hotel marketing department speculates that a small amount of wedding banquet consumption will be ushered in this time in Chinese Valentine's Day. In order to further stimulate the wedding banquet and related catering consumption in XX Hotel, after discussion by the hotel marketing department and relevant departments, it is decided to launch the wedding banquet marketing activity of "Marry the Wedding Banquet and Satisfy the Wedding Banquet in XX" to promote and stimulate the wedding banquet consumption in XX Hotel. The following XX hotel wedding marketing plan (draft) is specially formulated.
I. Theme
A happy marriage is satisfied by God, and the wedding reception is in XX.
Second, the general idea
Give full play to the hotel's own advantages, innovate the arrangement of activities, organize effective marketing activities with the theme of "holding a wedding banquet in XX" through a series of publicity and planning, and make XX Hotel truly become an ideal hall for wedding banquets of newlyweds.
Third, the activity time
XX month of XXXX year to XX month of XXXX year.
Four. Activity content
1, free wedding audio facilities for more than ten seats.
2. There are two welcome signs in the lobby, and more than ten seats are provided free of charge.
3. For more than ten seats, one creative silk flower Arch will be provided free of charge.
For more than ten seats, holiday banners outside the hall will be provided free of charge.
5./kloc-Ballrooms with more than 0/5 seats can be painted with holiday background (including names of newcomers) free of charge.
6. 15 seats/night or more, provide a deluxe wedding room free of charge (including exquisite breakfast for two the next day).
7./kloc-a set of exquisite table flowers (flowers) for the main table is provided free of charge for more than 0/5 seats.
8. Those who book a wedding banquet of more than 688 yuan/seat (including 688 yuan/seat) up to 10 seats will receive a multi-layer wedding cake on the wedding day.
Five, the wedding package standard
1, Centennial Banquet 688/ table (10 people)
2. Golden Jade Wedding Banquet 788/ table (10 person)
3. Pearl River Bijiang Wedding Banquet 888/ table (65,438+00 people).
4. Long Feng Cheng Xiang Banquet 988/ table (10 people)
5. Love is like oxygen banquet 1088/ table (10 people)
Sixth, publicity and promotion.
1. Make this activity into a leaflet with pictures.
-Newspaper folder
-Distribution of people in urban areas
-Cooperate with wedding photo studios or wedding companies in a mutually beneficial way and put up promotional leaflets in their stores.
-Placed in all business locations of the hotel.
2. Elevator room POP/ lobby POP
Make the content of this activity into a poster and hang it in the elevator room of the hotel for the convenience of guests to understand and promote.
VII. Division of labor
1. The marketing department is responsible for the publicity and production of this event.
2. The front office of the Food and Beverage Department is responsible for specific operation services, scene layout and other matters.
3. The catering kitchen is responsible for the verification of the dishes and vegetable prices of this activity.
4. The general office is responsible for organizing employees to distribute leaflets in downtown areas.
The housekeeping department is responsible for the preparation of the wedding room.
6. Other departments are familiar with the content of this activity and cooperate with the hotel to promote this activity.
Eight. cost budgeting
1, silk flower arch: 2.35m * 2m =XXX yuan (can be used for a long time).
2, ordinary inkjet printing: X yuan/square meter *XX square meter =XXX yuan (famous stickers, the whole can be reused)
3. Table flowers: 35 yuan/serving * 1 serving =35 yuan.
4. Wedding room: deluxe single room XXX yuan/night.
5. Cake: 180 yuan/serving.
7. leaflet: X/ piece *XX =XXX yuan.
8. Newspaper folder fee: X yuan/sheet *XXX sheets =XXX yuan.
9. Elevator POP:XXX yuan/piece *2 pieces =XXX yuan.
Nine, with a leaflet sample (omitted)
X. comments
This plan is still a draft, and the shortcomings and imperfections need to be adjusted according to the actual situation. Please invite the managers of relevant departments to participate in the discussion before making a decision.
Luoyang Hotel WeChat Marketing Scheme? There are many schemes, but if you need tools, you can ask many people for help, and friends say it's good.
Kneel for hotel marketing plan (pure catering, folk hotel) Because the market competition of tourism is very fierce, it is very important for individual hotels and hotel groups to establish competitive advantages in marketing. One of the more and more important ways to achieve this is to realize what content marketing is and how to integrate it into your overall marketing plan. Content marketing is an active process of creating relevant and in-depth content, and its ultimate goal is to attract the attention, purchase desire and wallet of target users. Successful content marketers will strive to establish an integrated content strategy centered on user experience, including market research, distribution, website content, search engine ranking and measurement. Before promotion, 1. Study the target audience of the content-it seems natural to know which users you want to attract. However, many times hotel marketers find themselves limited by time and need to pay attention to countless other details when marketing promotion approaches. In this process, the key point of determining the target audience of your website content is ignored. Before considering the content for websites and social media channels, you need to go back to the basic questions and figure out who you need to target-business travelers, business guests who travel occasionally, leisure tourists, retirees, families with children and so on. Knowing this, you need to prepare corresponding content for this target user group. 2. Clarify the purpose of content marketing-know why it is aimed at this target user group. When you know who your target users are, it is very important to know why you should prepare corresponding content for them. What do you want to achieve through content developed for websites, blogs and social media channels? Is it brand awareness, customer loyalty, or showing your hotel to new customers to attract customers from more regions? When the participants in your marketing team are clear about the purpose of content marketing, these people should constantly evaluate whether any content ideas or opportunities have reached the set goals. Keith Wiegold of the Content Marketing Institute summed this up: "The key to content communication is to put customers first, solve their problems and answer their questions. This requires understanding their beliefs, feelings, needs and needs. " 3. Making professional content You don't want carpets and decorations in the hotel lobby to be ignored? So why hire an amateur writer to help you create an online image? Rough and unorganized introductions will make visitors leave your website as quickly as red plastic balls. Invest the necessary time and money to hire professionals to best display your hotel. Adding professional photos may be worse than the website content written by a novice. The photos of the hotel were taken by novices. No matter how beautiful the hotel is and how attractive the price is, poor lighting and rough photos will not promote hotel sales. 5. Use professional videos or virtual itineraries When users book rooms online, they want to know the real situation of the hotel. When shooting a hotel video, we should highlight the appearance of the hotel, public areas, catering facilities, conference areas, guest rooms, bathrooms, etc., and make a virtual trip. Mike Volpe, an expert in content marketing, predicted at 20 1 1 that "more videos ... vivid videos will convey more attractive information and let more potential customers discover your hotel. 6. Hotel guides must have style and stick to this style. Style guide is the secret weapon of your website. It hides behind the script of the scene, but keeps the online image of your website consistent with all websites of your brand. The key to this includes many things, from the size of fonts and characters and the number of capitalized fonts in the guide. Comprehensive consideration, unswervingly implement.