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Can only make do, this information to so many points is not worth it, next time remember to give a little less, this time, even if, I hope that more or less you can use a little:

A hotel Mid-Autumn Festival marketing plan

Hotel marketing is a study of the hotel in the highly competitive and changing market environment, how to identify, analyze, evaluate, select and utilize the market opportunities, how to develop Marketable products, explore the best form of production and sales of hotels and the most reasonable way, the purpose is to achieve the maximum economic benefits with the least amount of labor costs. A boss's business sense directly or indirectly determines a hotel's future development prospects.

The fifteenth day of the eighth month of the lunar calendar is the traditional Mid-Autumn Festival in China, which is also the second largest traditional festival in China after the Spring Festival. August 15 is exactly in the middle of the fall, so it is called the Mid-Autumn Festival. In our ancient calendar, the month of August, which is in the middle of the fall, is called "Mid-Autumn", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". Mid-Autumn Festival is coming, combined with the actual situation of the hotel and the traditional Chinese national customs, in order to better carry out the hotel sales and service work, to achieve economic benefits and social benefits, especially the development of this program.

One, the target market analysis

The hotel's customers are mainly middle and upper-class people and government workers, but there are many of them are private consumption, which requires the hotel to improve the grade on the basis of those private consumers must take into account the personal interests of the consumer.

Two, pricing strategy

1, meals can basically keep the original pricing, but to consider and the Mid-Autumn Festival related to the price of some of the meals, can be used to discount (recommended to use this approach) or directly reduce the price of the approach.

2, for the high price of meals, it is recommended to use a combination of reduction and price reduction approach.

3, the Mid-Autumn Festival set meal (described below) prices should not be high, per capita consumption control in 20-30 yuan (excluding alcohol).

4, the price of other drinks and other services can be flexible according to the actual situation of the hotel, before and after the Mid-Autumn Festival to reach the lowest price (but for the hotel's net profit to develop).

Three, marketing strategy

1, the production of packages specifically for the Mid-Autumn Festival, according to the actual situation of affordable, medium, high three, two-person meal, three-person meal and other types of theme to reflect the reunion of the whole family can be a gift of mooncakes (the price does not need to be too high).

2, if a family has a person's birthday is August 15, with valid documents (household registration and ID card), in the hotel dinner can enjoy 5-6% (according to the actual decision of the hotel) discount. It is recommended to recommend the Mid-Autumn Festival package to them.

3. If the last number of your cell phone and fixed phone number is 815 (within Linfen area), you can enjoy 50% to 60% discount (according to the actual decision of the hotel) for dinner gathering in the hotel with your valid documents (household registration book and ID card). It is suggested to recommend the Mid-Autumn Festival package to them. It is better for the hotel to contact these people directly.

4, because the hotel temporarily no lodging services, and other accommodation-based large hotels can be a joint action, mutual introduction of customers, which can increase the customer base, reduce some of the costs involved. This part of the customer can be transported by car, but also recommended to recommend them the Mid-Autumn Festival package.

5, after the meal to give some and the Mid-Autumn Festival-related gifts (which should be printed with the hotel's name, phone number, address, website).

6. The event is scheduled for August 10-20 of the lunar calendar.

Four, promotion strategy

1, in the hotel near the entrance, train station, bus station to place outdoor advertising (outdoor advertising using spray-painted mainly in the form of a combination of banners).

2, television, street banners and newspaper ads combined.

3, you can try a cell phone text message advertising, group sending focus on the original hotel's old customers, pay attention to the use of appropriate language, mainly to introduce the hotel's latest activities.

4, ___website () ___ on () to do a pop-up box ads or larger flash animation ads or banner. web page animation and image processing must be consistent with the content of the marketing.

5, can also be used to flyer advertising, but the quality of the flyer must be high.

Note: The above advertisements can be selected several at the same time, the focus of the promotion in the city, but also to the surrounding counties and cities to promote. The minimum audience for the advertisements should be guaranteed to be 150,000 people.

V. Other related strategies

Security must ensure the safety of the hotel; waiters and related staff to adopt some incentives to mobilize the enthusiasm of their work (later you can refine this content); in the hall to play some tasteful music; the speed of the food 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. the flavor of the Mid-Autumn Festival.

Sixth, the effect of the prediction

If the promotion and related services are in place, the income is at least 1.5 times more than the usual income.

Seven, other recommendations

1, equipped with computers in the service hall, at any time to save some key customer information.

2, under the condition of obtaining the consent of the customer, the customer's information into the database (the key is the customer's name and cell phone number), for the future promotion of services (you can later refine this content).

3, as soon as possible to do a good job of the hotel's website, the site must be produced by professionals, the domain name should be both simple and memorable, the design of the web page to reflect the characteristics of the hotel, the color to warm tones, the home page is best to be a large flash animation, but also a news release system, online marketing system, customer message boards, customer forums, staff entertainment and other aspects of the content. Through the network marketing (the biggest advantage is the audience range, spend less) to enhance the popularity of the hotel.

A five-star hotel marketing program

According to the current hotel situation, first of all, set up the "market as the guide, sales as the leading" idea; in order to better carry out the sales work, the development of the marketing program, marketing plan, and in the work of the gradual implementation.

Chapter I objectives and tasks

I. Rooms and Suites target task: 10,000 yuan / year.

Second, catering target task: 10,000 yuan / year.

Three, starting and ending time: from a certain year, a certain month - a certain year, a certain month.

Chapter II Situation Analysis

One, the market situation

1, the city's hotel rooms more than 10,000 in 2001, is expected to increase this year, 1 ~ 2 hotels opened one after another.

2, the competitive situation will be quite fierce, "too much gruel" phenomenon will not have a significant improvement, cut prices will continue to compete.

3, this year and the store competes with the team market hotels:

4, and the store competes with the casual market:

5, prediction: new hotels opened one after another team competition is even more intense; the casual market is still balanced; conference market has great potential.

Two, competitive advantages and disadvantages

1, three-star hotels in a good location.

2, the old three-star hotels with high visibility, room variety.

3, catering, conference facilities.

4, surrounded by high-star hotels, facilities and equipment, although renovated, but there is still a gap compared with the surrounding hotels.

Chapter III Market Positioning

As the city's mid-range tourism and business hotels, give full play to the hotel's geographic location advantages, catering, meeting facilities, targeting the middle level of consumer groups: (1) domestic standard team. (2) Overseas traveling team. (3) Mid-range business travelers. (4) Various types of meetings.

One, the source market is divided into:

(1) team ------- travel agencies in the province and off-island travel agencies (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, South Korea, etc.)

(2) casual ------- first of all Haikou and the surrounding areas, and then off-island Beijing, Shanghai, Guangzhou and other major cities of the business company.

(3) meetings ------- government departments, enterprises in Qiong, institutions and business companies on and off the island

Two, sales seasonal division

1, peak season: 1, 2, 3, 4, 5, 10, 11, December (including the Golden Week month: 10, 2, 5, three months)

2, flat season: July, August

3, off-season: June, September

Three, travel agency classification

1, according to the amount of group size is divided into A, B, C, three categories

a class: provincial China Travel Service, Neptune, the wind travel, folk, the mountains and the sea of travel, Jintu Travel Agency, the matter of the National Tourist Organization, the sails, the mountains and the sea, Hong Kong and Macao Tours, sightseeing, leisure, aviation holiday, Nanshan Jinjiang, the Golden Coconut Breeze, the sea and the airbusiness, and so on.

b category: Shenzhou travel agency, provincial vocational travel, city vocational travel, the end of the day, Yan Nanfei, Air China, Spring and Autumn, Oriental Holidays, Pegasus International Travel Service, Shenzhou, Pearl International Travel Service, Huaneng travel agency, and so on.

Category c: other.

*Setting different travel agency group prices according to different classifications

(1) Stabilizing Class A customers and gradually increasing Class A prices.

(2) Greatly develop customers of category B and C, and expand the proportion of category B and C.

2, overseas group travel agencies:

(1) Hong Kong market: Hong Kong China Travel Service, Air China Holidays, Kanghui Holidays, Key Travel.

Ground receiving agency: Hong Kong and Macao International Travel Service, Sea King International Travel Service, Shanhai International Travel Service

(2) Malaysia Southeast Asia market

Ground receiving agency: Tianma International

(3) Singapore: Shanhai International Travel Service

(4) South Korea market -------- Tropical Romantic Vacation Tour

Ground receiving agency: Jingrun International Travel Service

3 The travel agency that determines the key cooperation:

Provincial CTS, Matters, Oriental Holidays, Shenzhou, Yangfan, Provincial Vocational Tourism, Huaneng, Shanhai, Hong Kong and Macao Tours, Neptune, Pearl, Sightseeing, Leisurely, Aviation Holiday, Nanshan Jinjiang, Wind Tour, Golden Coconut Wind, Folk, HNA Business, Air China Style, and so on.

Chapter IV Marketing Strategies for Different Seasons

In this chapter, according to the off-peak season in different months, each golden week to set up different prices, the ratio of group and casual guests on the day of the month, the daily business income, the monthly completion of the task and the focus of work in each month.

1, Peak Season: January, February, March, April, May, October, November, December

★January 2002 (31 days) March (31 days), April (30 days), November 2001 (30 days), December (31 days):

A, the daily ratio of team and casual bookings: 6:4,

B, room rates: team price: 110 yuan/room, casual average price: 180 yuan/room

C, the average monthly opening rate: 90% or 161 rooms/day

D, daily revenue: team: 9,666 yuan, casual: 10,948 yuan

E, five-month total (153 days) revenue: 3,153,942,000 yuan, the average monthly: 630,788,000 yuan

F, the focus of each month:

January 2002:

1, strengthen the market survey of the Spring Festival, the development of the Spring Festival promotional programs and the Spring Festival tours, loose booking.

2, strengthen the conference promotion. 3、Strengthen business promotion and agreement signing.

4, strengthen the wedding banquet promotion.

March 2002:

1, strengthen the meeting and business guest promotion.

2, strengthen the wedding banquet promotion.

3, "May Day" Golden Week -------- room sales in mid to late March to complete the promotion and reception program.

April 2002:

1, strengthen the conference, business guests promotion.

2, strengthen the wedding banquet promotion.

3, strengthen the May Day market survey, the development of May Day promotional programs and May Day group and casual bookings.

4, the development of "Mother's Day" program of activities and promotions; Mother's Day ------ to "dedicated to the love of mothers" as the theme of the meal, room combination sales.

(The second Sunday in May)

November, December 2001:

1, strengthen the market survey on the Spring Festival.

2, strengthen the meeting promotion.

3, strengthen business promotion and agreement signing.

4, strengthen the wedding banquet promotion.

Which golden week month: 10, 2, 5, three months

Each golden week and monthly income:

*October 2001 (31 days):

A "11" Golden Week: all seven days

1) 2, 3, 4, 5, group:casual guests

Rate: group: 160 yuan/room, loose: 280 yuan/room

Opening rate: 95% or 170 rooms/day

Daily revenue: group: 16,320 yuan, loose: 19,040 yuan

2) 1, 6, group: loose = 7:3, room rates: group: 120 yuan / room, loose: 220 yuan / room

A "11" Golden Week: all seven days

A "11" Golden Week: all seven days

1) 2, 3, 4, 5, group:loose = 6:4,

Rates: group: 160 yuan/room, loose: 280 yuan/room

Opening rate: 90% i.e. 161 rooms/day

Daily revenue: group: 13,524 RMB, loose: 10,626 RMB

3) 7 days, group:loose guests=7:3

Rate: group: 100 RMB/room (including double breakfast), loose: 160 RMB/room

Opening rate: 80% i.e. 143 rooms/day

Daily revenue: Group: 10010 yuan, loose: 6864 yuan

4) Golden Week Revenue: 206,700 yuan

B Revenue for the remaining 24 days of the month: 494,736 yuan,

Booking Ratio: group: loose = 6:4

Rates: group rate: 100 yuan/room, loose average: 170 yuan/room

Opening Rate: 90% i.e. 161 rooms/day

Daily revenue: group: 9666 yuan, loose: 10948 yuan

C, total revenue for this month: 701,436,000 yuan

D, this month's work focus:

1, to strengthen the conference promotion.

2, strengthen the wedding banquet promotion.

3, strengthen business promotion and agreement signing.

4, with the catering department to draw up the Christmas promotion program. Christmas ---- Christmas dinner. Early October Catering Department, Sales Department to complete the production of Christmas menus,

Advertising promotions and lucky draw game design program and environmental layout program, the work is gradually carried out.

5, Spring Festival -------- guest rooms, family dinner or New Year's Eve dinner ------- Lantern Festival -------- Valentine's Day

(1) Catering Department in late October to complete the production program.

(2) Sales Department, Catering Department in late October to complete the advertising and promotional programs and environmental layout program, due to the Chinese New Year, Lantern Festival, Valentine's Day time is close to each other, can be run through.

*February 2002 (only 28 days in this month):

A Spring Festival Golden Week: all seven days

1) 2, 3, 4, 5, group:loose = 5:5

Rate: group: 180 yuan / room, loose: 280 yuan / room

Opening rate: 98% that is, 175 rooms / day

Daily revenue: group

Daily revenue: group: 14,850 yuan, loose: 24,500 yuan

2) 1, 6 days, group:loose = 6:4,

Rate: group: 150 yuan / room, loose: 220 yuan / room

Opening rate: 92% that is, 165 rooms / day

Daily revenue: group: 14,850 yuan, loose: 14,520 yuan

3) 7 days, group:loose =7:3

4) Room rate: group: 100 yuan/room (including double breakfast), loose: 160 yuan/room

Opening rate: 80% that is, 143 rooms/day

Daily revenue: group: 10010 yuan, loose: 6,864 yuan

4) Revenue from the Golden Week: 236,614,000 yuan

B Revenue from the remaining days of the month: RMB 432,894,000 (21 days),

Booking ratio: group: loose = 6:4,

Rate: group price: RMB 100/room, loose average price: RMB 170/room

Opening rate: 90% i.e. 161 rooms/day

Daily revenue: group: RMB 9,666,000, loose: RMB 10,948,000

C. Total revenue for the month : 669,508,000 yuan

D, this month's work focus:

1, strengthen the conference promotion.

2, strengthen the wedding banquet promotion.

3, to strengthen the "March 8" activities to promote.

*May 2002 (31 days)

A May Day Golden Week, all seven days

i>2,3,4,5, group:loose=6:4,

Rate: group: 150 yuan/room, loose: 260 yuan/room

Opening rate: 90% or 161 rooms/day

Daily revenue: group: RMB 14,490, bulk: RMB 16,744

II>1, 6 days, group:bulk=7:3, room rate: group: RMB 120/room, bulk: RMB 220/room

Opening rate: 90% i.e. 161 rooms/day

Daily revenue: group: RMB 13,524, bulk: RMB 10,626

III>7 days, group:bulk=7:3

Improvement: group:bulk=7,7:3

Daily income: group:bulk=7,7:3

Daily income: group:bulk:3

It is the first time that the group has been invited to a hotel in Shanghai. :3

Rates: group: 110 yuan/room (including double breakfast), loose: 160 yuan/room

Opening rate: 80% that is, 143 rooms/day

Daily revenue: group: 11,011 yuan, loose: 6,864 yuan

iv>Golden Week revenue: 191,111,000 yuan

B Revenue for the rest of the month, 24 days: 494,736 yuan,

Booking ratio: group: loose = 6:4, room rate: group price: 100 yuan / room, loose average price: 170 yuan / room

Opening rate: 90% that is, 161 rooms / day

Daily revenue: group: 9,666 yuan, loose: 10,948 yuan

C, the month's total revenue: 685,847 yuan

D, this month's work focus:

1, strengthen the June market research, June 1 Children's Day ------ to "enjoy the family, unlimited joy" as the theme of the launch of the Children's Fun Festival

meal, entertainment combination sales. Formulation of Father's Day ------- to "fathers also need care" as the theme of the meal, room combination sales. (June

three Sundays)

2, strengthen the "June 1" Children's Day, Father's Day activities to promote.

3. Strengthen the business promotion.

2, flat season: July and August

*A, July 2002 (31 days), August 2001 (31 days):

Ratio of booking: group: bulk = 7:3

Rate: group price: 90 yuan / room, bulk average price: 160 yuan / room

Opening rate: 85% or 152 rooms / day

Daily revenue: group: 9,576 rooms / day

Daily revenue: group: 9576 yuan, bulk: 7296 yuan

Two months total (62 days) revenue: 1,046,064,000 yuan, the monthly average: 523,032,000 yuan

A, the focus of work in each month:

July:

1, to strengthen the Department of teachers and students to promote the activities of the promotion of the strengthening of the business of casual promotions.

2, the development of "students thank you banquet" program, Mid-Autumn Festival activities and promotional programs -------7 mid-July Food and Beverage Department to complete the menu program, the Sales Department to complete

advertising and promotional programs, the gradual development of the work.

3, Mid-Autumn Festival ---------- mooncake promotions, in mid to late July the Food and Beverage Department to complete the production program, the Sales Department to complete the advertising and promotion program, the work

gradually carried out.

August:

4, to strengthen the Department of teachers and students activities promotion. 2, to strengthen the "students thank you dinner" promotion.

5, to strengthen the business casual promotions, to develop a group in September, casual use of rooms and moon cake incentive promotional programs.

6, National Day rooms, post-holiday wedding banquet -------8 late August the Catering Department to complete the production of Christmas menu program, catering, sales department to complete the reception and promotional programs.

3, off-season: June, September

*A, June 2002 (30 days), September 2001 (30 days):

Ratio of bookings: group: loose = 7:3, room rates: group price: 80 yuan / room, loose average price: 150 yuan

Total room occupancy rate: 70% of the 125 rooms / day

Daily revenue Group: 7,000 yuan, bulk: 5,625 yuan

Two months total (60 days) revenue: 757,500 yuan, the monthly average: 378,750 yuan

B, the focus of work in each month:

*June:

1, to strengthen the "college entrance examination room" market research.

2, to strengthen the Department of teachers and students activities to promote.

3, to strengthen the business promotion.

*September:

1, to strengthen the conference promotion.

2. Strengthen business promotion.

3, to strengthen the National Day market survey, the development of National Day promotional programs and National Day tours, scattered bookings.

4, the development of "Christmas" activities program.

4, the budget for the annual room revenue: million yuan

Average annual room occupancy rate: 86.065 %

The number of rooms available for daily rental: 179

Plan the number of rooms available for daily rental: 154 (of which: 96 / day group, 58 / day)

Average room rate: team: 100 yuan / room, casual guests: 165.8 yuan/room.

Revenue per day: team: 0.96 million yuan, casual guests: 0.9617 million yuan

5, conference facilities and other agents income: 185.703 million yuan

Total: million yuan

Chapter V Marketing Methods

There are not many shortcuts to developing the market, suffering is the most fundamental way out. Why do I say so, because the accurate positioning, reasonable room rates, good reputation for cooperation are available at the same time, the information output (publicity and promotion) is the most critical. Hotel sales in advertising is not like doing daily necessities, a large number of media advertising, even if there is also a small range in the early days of the opening, then the promotion of personnel is the main means. So regular visits are the most important.

I. Sales Department:

1, travel agency sources

(1) the price as a lever, the pursuit of profit maximization in the peak season, the pursuit of high occupancy rate in the off-season, to attract the community team.

(2) stabilize the island's main large agency, go out and seek to visit Guangdong, Shanghai, Beijing travel agencies around the world and the main domestic tour of travel agency cooperation, and strive for designated hotels. Mainly travel agencies on the island. Their source is the survival of the hotel's basic source of customers, in the development of travel agency source market, mainly price as leverage, reception of the general manager of the community, to ensure that the holiday room, the obstacles basically do not have a problem, and the price of the competitors is the easiest to do. How to ensure a higher room rate at the same price or a slightly higher price, then it must be PR for the staff of the Department of Accounting.

(3) Actively seek cooperation with travel agencies around Hong Kong and Macau and group sources of travel agencies in other regions.

(4) the introduction of "annual price group room" (a year a price).

(5) In order to expand the consumption of food and beverage, the group asked to include breakfast and meals.

(6) Enhance the promotion of Japanese tours, Korean tours and conferences.

2, meeting source promotion

(1) promotion time: the first half of January to April

the second half of October to December

(2) promotional objects: (a) government departments (b) local business companies (c) off-island business companies

(3) to the island's business units and the establishment of off-island hotels to match the meeting, the bulk of the guests alliance.

(4) build a complete agency system, organizing the provincial and international conference guests. Planning some of the enterprise economic class, academic seminars, training courses meeting and business units of the meeting.

3, casual guest source

Casual guest market source development, is the pursuit of our hotel rooms the most important source market, to increase the total number of rooms in the limited number, the proportion of casual tours is the fundamental way to change. In the development of the bulk market, the focus is on the Haikou market, followed by other counties and cities on the island, from the direction of the war in terms of the final focus to move to the island, Guangdong, Shanghai and Beijing and other places.

1, to participate in the industry's chain of service network, strengthen the contact with enterprises and institutions, stabilize existing customers, vigorously develop new customers, the local market customers to visit one by one.

2, for casual guests, rooms, food and beverage bundled sales, customers in the hotel housing, food and beverage at the same time, entertainment to enjoy different levels of discounts.

3, according to the needs of different guests, the design of a variety of packages (package price), including rooms, food and beverage.

4, vigorously develop long-staying customers; the development of internal staff reasonable room commission incentive system.

5, expand the amount of drivers pulling passengers, the promotion of cab drivers. Build a complete intermediary difference in price regulations and booking difference in price to raise the difference in the method.

6, the opening of online booking, strengthen the network promotion, expanding the network booking center booking,

Two, Food and Beverage Department

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) Organize "Food Festival", Chinese and Western food training courses.

(3) According to the festival to launch the corresponding reunion feast, longevity feast, wedding feast.

(4) to carry out sales activities with prizes, such as longevity banquets, good luck banquets, free rooms, or free transportation and small gifts, flowers, and congratulatory advertisements in newspapers and magazines, television and radio stations to send songs.

(5) increase the travel agency designated dining, give discounts to tour guides, increase the team to order their own meals and flavor meal consumption. (Every day, the front desk gives catering a guide's name and room number list, so that the sales department and catering department to contact.)

Three, the establishment of internal consumption chain

A, through the internal and external promotion and publicity chain to complete the internal consumption chain

1, external publicity and promotion

(1) the island's full cooperation with the news media, in addition to the normal advertising broadcasts and columns of the cooperation, and at the same time to seize the opportunity to plan and hype the publicity of a number of temporary news reports to increase the popularity of the hotel and the reputation. reputation.

(2) publicity on the means of transportation:

such as: the introduction of the plane and agent booking business, Haikou, Sanya luxury bus publicity and agent booking business.

(3) Personnel promotions, trade fair promotions, letter promotions, publicity through travel agencies, e-mail, other media and so on. Through the above methods and other publicity and promotional publicity network to attract guests in.

2, internal publicity network

Guests into the store to facilitate each consumption, it is necessary to introduce each service to them, which requires the establishment of an internal publicity network ----- since the beginning of walking into the lobby of the hotel, you can learn about the hotel's basic facilities (the production of the overall facilities of the light box and pictures), into the elevator, and further to see the graphic publicity ads, to the guest rooms. In addition to a number of key items, there is a lavishly illustrated service guide, in addition to the introduction of the facilities of the pictures, billing methods, television programs, recipes (with pictures), there is also the hotel's background information and celebrity visits to the picture information and the content of the corporate culture, etc.,. There is also a location map of the hotel. The introduction of various transportation facilities and tourist attractions, the corresponding local customs. Open the TV should be inserted in the whole point of the hotel introduction feature film.

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