Hotel marketing channels

Marketing channels, also known as distribution channels, refers to the guests from the generation of consumer motivation, enter the hotel, to the final consumption of the hotel service products throughout the entire process of the process and the corresponding sum of all activities. For this reason by me to share the hotel marketing channels, welcome to read.

Hotel marketing channels

1. Types of channels

Hotel product marketing channels mainly include direct sales channels and indirect sales channels.

(1) direct sales channels

Also known as zero-level channels, refers to the hotel does not go through any intermediaries to sell products directly to guests, that is, guests directly to the hotel to buy products. Hotel companies usually have three direct sales channels to choose from.

① Hotel a customer (point of sale for the hotel site). This refers to the hotel directly to the door of the guests to sell hotel products and services, which is the traditional way of hotel sales.

② hotel a customer (point of sale for the source, the customer's company or the guest's home). Refers to the customer through the telephone, fax, Internet and other means to the hotel to book products. In recent years, with the wide application of information technology and the popularization of computers, the hotel's important marketing channel is the network. The hotel should do a good job of homepage design, website construction, information updating, demand response and other aspects of the work in order to strengthen the marketing effect.

③ hotel a self-service sales outlets a customer (point of sale for outlets site). Refers to the hotel in the operating area or the target field field of self-established points of sale, such as the hotel in the airport, this site, etc. to set up points of sale, direct sales for guests. This model also includes the hotel company (group) member hotels between each other agent booking, recommend each other sources.

(2) indirect sales channels

With the further internationalization of the tourism market, relying solely on direct marketing channels has been difficult to effectively attract guests dispersed throughout the direct sales channels are increasingly fragile, many hotels began to take advantage of wholesalers, retailers, agents and other sales organizations and individuals in the sales of information to carry out sales activities. This intermediary will transfer the hotel product to the final consumer in the hands of the way known as indirect sales channels.

According to the number of intermediaries involved in different, indirect marketing channel has a different length and width. The length of the marketing channel refers to the number of intermediaries involved in the process of transferring the product from the hotel to the guest. The greater the number of intermediaries, the longer the sales channel. The width of the marketing channel refers to the number and distribution pattern of intermediaries as well as sales outlets of a hotel in a specific marketing channel. Intermediaries and sales outlets belong to a wide channel; conversely, it can be called a narrow channel. Hotels usually have two indirect sales channels to choose from.

① hotel-retailer-guest (at the retailer's site). The hotel sells the product to the retailer at a lower price and the retailer organizes the guests.

② Hotel-Wholesaler-Retailer-Guest (at the retailer's business site). Hotels on the basis of price negotiations with wholesalers (such as travel agencies operating group packaged tours), with prices significantly lower than the door price, its products are sold in bulk or booked to wholesalers, wholesalers commissioned the retailer to sell the product to the final guests.

2. Marketing channel selection

The hotel in the marketing process to choose what kind of marketing, to direct marketing or indirect marketing-based, how to determine the length and width of the marketing channel, involves the issue of marketing channel selection.

(1) Selection of sales channels need to consider the factors

① product factors. Product factors mainly refer to the quality and nature of the product. High-quality, high-priced products are often repeated by a few wealthy buyers, so it is appropriate to use direct marketing channels or narrow and short marketing channels. On the contrary, mass-marketed products, which are purchased by a large number of buyers and are more widely distributed, are suitable for wide and long marketing channels. For new products, because of the lack of awareness, the use of indirect channels to sell often need to spend more? Mouth and tongue?

② hotel's own factors. The hotel's economic strength, marketing management capabilities are factors that should be considered, if the strength of the hotel, it is entirely possible to set up their own sales force, or a higher commission to organize more and better middlemen team. If the hotel has strong marketing management ability, it can also use its own skilled marketing team to open the market. Instead, marketing must be channeled through middlemen.

③ Marketing object factors. The number of marketing objects, distribution, purchasing habits, etc. will affect the choice of marketing channels for hotel companies. If the hotel's marketing object is large and widely distributed, the hotel is appropriate to use long and wide marketing channels, and vice versa, direct marketing is more suitable.

(2) sales channel strategy

The sales channel strategy for the hotel to choose generally have the following five.

① extensive sales strategy. Refers to the intermediaries do not choose, the more the better. The advantage of this strategy is to create a convenient purchase for guests, the disadvantage is that the hotel control management sales channels will increase the difficulty.

② exclusive sales strategy. Refers to the hotel in a certain market area to choose an intermediary as a sales channel. The use of this strategy helps the hotel to control intermediaries, supervise their improved service attitude, but accordingly affects the convenience of guests to buy.

③ Selective sales strategy. Refers to the hotel in a certain market area within the scope of the selection of several intermediaries as a sales channel, which is a wider applicability of the strategy.

④ Short-channel sales strategy. It means that the hotel chooses a sales channel that involves fewer intermediaries.

⑤ Long channel sales strategy. This means that the hotel chooses a sales channel that involves more intermediaries. When using this strategy, we should consider the principle of efficiency (easy for guests to buy), the principle of economy (sales channels can bring enough revenue and profit) and the principle of source (consider the basic characteristics of the source).

Joint marketing is the development trend of marketing channels

With the intensification of market competition, a single means of marketing increasingly unable to meet the needs of the hotel industry. Therefore, the choice of marketing channels began to take the road of joint marketing, the formation of national and even global marketing network, fully expand the length and width of marketing channels, in a more flexible way in the closest to the guests where the most effective and convenient marketing.

Timeshare is considered a new concept in hotel marketing. The specific practice of time-share arrangement is: according to certain criteria in all parts of the country and even around the world to select the appropriate hotel to form a network, part of these hotels according to a certain period of time each year (such as 1 week per year or January, etc.) of the right to use the accommodation at a certain price, a certain number of years (such as 30 years, 20 years, 10 years, 5 years, 3 years, or 1 year) a one-time sale to the customer to achieve the customers of the six major Rights and interests (right to use, exchange rights, the right to grant, the right to benefit, the right to trade, the right to preferential treatment), so as to introduce to society as a whole is both consumption and storage, both for personal use and can be given to the special products? Hotel **** enjoyment rights. The greatest advantage of the time-share arrangement lies in the revitalization of the hotel's assets, the formation of a flexible hotel marketing network, expanding the contact surface of the hotel products and guests, while bringing considerable convenience and benefits to customers. It is particularly suitable for large companies, large business associations or guests who travel on business all year round. For example, a person every year to Spain to go on vacation, so the purchase of time sharing network on a hotel room in Spain for 20 years every year in August 2 weeks of the right to use. If he doesn't want to go to Spain in a certain year, he can exchange the right to use the room for the right to use any hotel anywhere else in the time-share network, or he can give the right to use the room to someone else. Hotel time-share sales are already making their presence felt in China, with six centers reportedly set up in six major cities, including Beijing, Shanghai, Guangzhou, Xi'an, Wuhan and Chengdu. Preparing to launch 100 hotels into the network at home and abroad, to realize the exchange of use within our country.

The so-called promotional strategy, refers to the systematization and standardization of the means and process of information communication, that is, the promotional object or field, promotional tasks, promotional objectives, promotional effects, promotional inputs, various constraints and so on, to carry out scientific selection, analysis, configuration, control, so that the information propaganda to improve the efficiency and effectiveness of the promotional activities to improve the effectiveness and efficiency of promotional activities to make the promotional activities of low inputs and high outputs.

Hotel marketing channels: several commonly used promotional tools

(1) hotel advertising

The so-called hotel advertising, refers to the hotel to pay for the selection and production of information about the hotel's products, and released by the media in order to pass on the information, attract the attention of guests, persuade guests to buy or use, to enhance the hotel's popularity and influence, to establish the image of the hotel and the product, to achieve a form of advertising. It is a form of advertising to achieve the purpose of promotion. In order to strengthen the advertising effect, we must follow the two basic principles of authenticity and artistry.

(2) public **** relations

Public **** relations refers to the hotel in order to communicate with the public information, so that the hotel and the public mutual understanding, coordination of all aspects of the relationship, to establish a good image, improve the hotel's visibility and reputation for the hotel's marketing activities to create a good external environment for the hotel and a series of thematic or day-to-day activities of the sum. These activities have always been throughout the development process of the hotel business, including both the professional colorful thematic public relations activities, such as press conferences, large-scale celebrations, large-scale entertainment activities, including all the day-to-day activities, such as day-to-day service activities, advertising activities, etiquette activities, and so on. Playing the advantage of the strong emotional color of the public **** relations, often can achieve to move people with feelings.

(3) business promotion

Business promotion, also known as sales promotion, is used by enterprises to stimulate early demand or trigger a strong market division and take a variety of short-term promotional methods of the general term, the purpose of which is to persuade consumers to buy a particular product. The business promotion of a hotel includes a variety of promotional methods such as product exhibitions, on-site operations, and giving away samples. Business promotion of a variety of ways to enable consumers to produce a strong and rapid response, can be used to show the characteristics of the product, can also be used to stimulate the imminent downturn in sales to be rebounded, but its promotional effect is often short-term, for the establishment of a long-term brand preference for the effect is not ideal.

(4) personnel marketing

Personnel marketing this way is relatively old, but also the most effective and most expensive promotional tools. Hotel personnel marketing refers to the way through interpersonal communication to guests to introduce, persuade and so on, prompting guests to understand, love, buy the hotel products or services, such as contact visits to agents, intermediaries, institutions, groups, VIP and scattered guests. The advantage of this promotion is to strengthen the emotional color of the transaction process, conducive to the cultivation of stable trading relations, but the disadvantage is that the cost of promotional staff is high.

The steps of the hotel staff sales promotion are usually: looking to identify potential guests, do a good job of pre-promotional preparations (to understand the needs of the guests, to determine the purpose of the visit, the contact method and time, conceptualization of the sales strategy), close to the guests (in an appropriate manner with the guests to meet). Presentation and demonstration of the product, handling of objections, conclusion of the promotional visit, aftercare (the work after the visit is particularly important to ensure that guests are satisfied and buy the hotel products again).

Hotel staff sales management, including staff sales design and sales force management in two aspects. The design of the sales force includes, the purpose of the sales force (such as looking for new guests, transfer of information, marketing products, services, collection of information, distribution of goods), personnel marketing strategy, sales force structure, sales force size, sales force compensation (such as fixed compensation, variable compensation, cost allowances and welfare allowances); sales force management, including the selection of sales staff, sales staff training, sales staff guidance, sales staff incentives. The sales force management includes the selection of salespeople, training of salespeople, guidance of salespeople, incentives for salespeople, evaluation of salespeople, and so on.

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