Problems and Countermeasures in Hotel Marketing

First, a considerable part of hotel marketing management still stays in traditional marketing methods such as teamwork, signing contracts or simple promotion and low-level price reduction. Lack of market analysis and market positioning of their own hotels, or lack of in-depth analysis and inaccurate positioning, make the hotel management strategy vague.

Secondly, at present, the main focus of hotel management and sales is to understand competitors and how to compete with peers in terms of scale, price, service and culture, but only to tap their own potential, gradually forming a closed door, making the tourist market of their hotels artificially smaller.

Third, enterprise development advocates the "80/20 rule", that is, 80% of the turnover of most enterprises comes from repeated purchases or consumption of 20% loyal customers, and the other 20% comes from those 80% free customers. Many hotels lack research on the needs of 20% loyal customers, and have not considered how to attract them to stay, how to carry out catering, entertainment, social activities and consumption promotion according to their needs, and how to carry out personalized business sales.

The market is the source of hotel survival, and the main contradiction in the market is the contradiction between supply and demand. Therefore, the hotel's business thinking should take the market demand as the starting point and the foothold. We must push enterprises to the market, seek survival and development in the market, and thus establish a leading position in the local industry. No matter how the hotel changes, it is inseparable from the "service" of this school. Service is the essence of the hotel industry and the product of the hotel. It can never be replaced by spending money and relying on hardware. Provide personalized service

People's consumption concept and demand are constantly developing to an advanced stage, and consumers are changing from the original quantity consumption and quality consumption to personalized consumption. Hotels provide life services, and the general psychology of guests is always innovative, unique and changeable. For example, people are often willing to accept various cultures in different places. If we blindly cater to the original lifestyle of the guests in the service, it will inevitably lead to the "empathy" of the customers and fail to achieve the expected results. Of course, innovative services cannot be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services. Hotel innovation should be carried out according to the requirements of customers, especially the 20% loyal customers in the "customer database". Most of them are successful people in a certain industry and have strong purchasing power. The evaluation and choice of hotels often affect many people around them, and their consumption tastes change rapidly. Therefore, in marketing strategy, loyal customers should be placed at the center of organizational structure, and long-term close relationships should be established by providing value-added and alternative services for members. Let old customers constantly feel new services and changes, and enhance their loyalty to products.

Strengthen humanized marketing

In fact, the introduction of special services will bring new ideas to each hotel in different seasons. As a hotel operator, the most important thing is not only the layout design of environmental facilities, but also the price, but also the most important link: how to extend and implement it? How to make service deeply rooted in people's hearts? This is the biggest concern of hotel operators, that is, the launch of successful services must be implemented and promoted. Personalized service needs personalized marketing. What really captures the customer's heart seems to be the breath of human nature. If you have taken a plane of Singapore Airlines, I believe you will leave a deep impression on her, and many passengers even think it is a wonderful time to remember in life. Singapore Airlines is not a big company, and I am afraid it will never become a big company in the world, but it is undoubtedly one of the best airlines in the world. The fundamental reason lies in the philosophy that employees of Singapore Airlines always uphold: treat customers like relatives. This concept goes deep into the bone marrow and is beyond words, which is reflected in the gestures of employees. Essentially, humanized marketing is not a strategy, but a basic attitude and belief.

Pay attention to sales diversification

From the planned economy in the past to today's market economy, relying on a single independent combat mode has been unable to maintain the survival and development of hotels, which requires a fundamental change in concepts and marketing strategies. At present, hotels urgently need to realize standardization and internationalization. Hotels must respond to the development of personalized and diversified needs with innovation and change, and fully meet all the needs of the hotel's target tourist market with new ideas, new services and new culture. Injecting advanced management concepts into hotels can completely break through the inherent localized market thinking in the field of hotel marketing and replace it with an open overall market positioning, so as to have the most important new force as a hotel and achieve a qualitative leap. A win-win strategic alliance with shared resources and complementary advantages is particularly important at present. What follows is not only the mutual competition among enterprises, but also the "interaction" and "alliance" of interests.

The project of "Hotel VIP Club" may not be too strange as an industry person. Club marketing is a network membership marketing method. This method has been paid more and more attention and applied at home and abroad. Shangri-La Hotel Management Group and Hilton Hotels Group took the lead in launching the plan. From 65438 to 0993, Hilton Beijing Hotel was put into operation and achieved great success, which opened a new movement in domestic hotel marketing and many hotels followed suit. It takes the establishment of membership system as the development-oriented form; In terms of business strategy, we should take customer demand as the center, make full use of information resources, accurately locate the market position of the hotel and create its business characteristics. In order to strengthen the hotel brand effect and improve the promotion strategy of incentive mechanism; Then, through a powerful and effective telemarketing system, help the hotel tap a group of loyal customers with high consumption capacity, and these 20% loyal customers have created 80% profits for the hotel. According to statistics with valid figures, the occupancy rate of hotels 10%- 15% operating the program is often brought by such members, and the benefits in catering and entertainment are particularly obvious.

Through the frequent consumption of members in the hotel, improve and stabilize the overall income of the hotel. Improving the influence and popularity in the local business community can not only ensure the consolidation and expansion of tourists, but also directly reflect the increase in the overall sales revenue of the hotel, so that the hotel can occupy a higher market share in the local market. In this way, it will create a service brand that conforms to the hotel's characteristics, truly realize the popularization of hotel services, and greatly enhance the hotel's dominant position in the local area. It fully makes up for the singleness and deficiency of the existing marketing strategy of the hotel. The hotel marketing implementation plan of Hotel VIP Club starts from the following aspects: in concept understanding, the 80/20 rule is used to put customer share and loyalty first; The goal is to fully tap the maximum market potential of the hotel from its characteristics. There is often a structural relationship of mutual penetration and support between club members and club organizers. There is not only a trading relationship between them, but also a solid foundation of partnership, psychological relationship and emotional relationship, so this marketing system is not a structural relationship that competitors can easily get their hands on.

There is a set of professional norms for the operation of the VIP club project in the hotel. There are professional operational requirements for the environmental layout of telemarketing, the recruitment, training and reward system of human resources, and the design of subject words. A small club has the same organizational structure as a company, from the project director to the sales manager, as well as the finance, secretary, information management department, messenger and sales staff, and the division of labor is completely refined, which makes the hotel marketing work play a high-quality and efficient level in an orderly and breakthrough way. In addition to HMC company in the United States, there are also a few professional hotel club project marketing agencies quietly emerging and operating in China. It has become one of the most important organizational forms and the best marketing implementation methods to improve its influence and popularity, maximize hotel profits and interests, and establish a loyal customer resource pool, which conforms to the international development trend of China hotel industry.

The operation of "Hotel VIP Club" project is based on a regional hotel. The biggest feature is that the agency carries out all-round planning, directly invests in operation, and does not need the hotel to make economic investment, so the risk base is low. Relying entirely on the resources of the hotel's software and hardware facilities, we will provide personalized preferential services for members, cultivate loyal customers of the hotel, and maximize economic benefits for cooperative hotels. The introduction of this marketing industry belongs to the new management concept and the best "personalized marketing" implementation scheme of modern hotels in the new situation. Many new marketing ideas and promotion strategies embodied in its thinking mode of operation, management and operation are enough for hotels to learn from and use.

With the enhancement of China's comprehensive strength and the development of tourism, internationally renowned hotel groups have set foot in the China market one after another, and there has been a competitive situation. From the domestic point of view, the hotel is growing too fast, the potential supply and demand are unbalanced, and the era of meager profit has arrived. Looking around the world, after China joined WTO, chain operation has become an inevitable choice for China hotel industry to meet the challenge. Enterprises should seek competitive advantages through a certain degree of cooperation and resource sharing, and seek complementary advantages from the outside.