How Do I Choose the Best Hotel Business Ideas?

Hotel marketing is related to the development and prospects of hotels. How can hotel marketing make better use of it? This is always taken into account in the entire hotel operation. It is necessary to formulate the best marketing orientation, choose a better target market, and actively use and develop various marketing strategies to achieve the ultimate goal of quality marketing.

Hotel Marketing

Hotel marketing is related to the development and prospects of hotels. How can hotel marketing make better use of it? This is always taken into account in the entire hotel operation. It is necessary to formulate the best marketing orientation, choose a better target market, and actively use and develop various marketing strategies to achieve the ultimate goal of quality marketing.

Hotel marketing is to satisfy

The social basis of marketing is to meet the needs of human consumption. Hotels should effectively manage the customer sources that generate demand, analyze their characteristics, types, numbers, and change trends, and select the customer source markets that the hotel must vigorously develop for marketing activities . There can be different types of markets, and there are different levels of marketing around the market. There are existing and potential markets in the market. In the past, hotels have been crowded into existing markets to promote marketing, which has increased the intensity of market competition. Benefits have not increased much, but the needs of customers have not been dug, cultivated, and lost the opportunity to enhance market competition. Existing new marketing concepts should combine the use of existing markets with the cultivation of potential markets. While living and expanding the existing market, actively cultivate the needs of potential markets, seek new economic growth points for hotel development, occupy the market by exceeding the competitive strength, and realize the common development of new and old markets.
Customers' needs are diverse, and hotels cannot all meet them. Therefore, choosing a key target market for marketing can improve the efficiency of marketing strategies, while seeing the high risk of hotels. A single target will increase this risk, so establishing a multi-target marketing strategy is a better choice for hotels. In fact, the marketing concept of combining the key target market with the multi-target market also reflects the essence of the relationship between the existing market and the potential market. When the potential market has not been fully cultivated, the existing market is the hotel's key market. New demand sprouts in the development of multi-target markets or the discovery of favorable market opportunities will create a new key market, which will continue to circulate and form new needs in the hotel marketing. The launch and maturity of the hotel --- constantly satisfying customer needs --- a virtuous circle of increasing hotel benefits.

The traditional concept of marketing unilaterally believes that marketing is how to transfer products from the producer to the consumer and complete the exchange behavior, but still has not escaped the shackles of the concept of sales. Marketing is still confined to the field of distribution, but not extended to the entire product production process. In fact, a series of processes from product design, trial production, launch, to market, and after-sales service are permeated with marketing concepts. Without grasping the needs of the market, product design loses its direction. Without the sale and after-sales service, it is impossible to understand the needs of customers, and it is difficult to achieve a good marketing cycle.

Taking market demand as the starting point of hotel marketing activities, and establishing a business guiding ideology to meet market demand as the hotel's operating goal is the basis and starting point of modern hotel industry marketing management. Under the circumstances that the functions of the hotel products are basically similar, whoever can be closer to the market, understand the market demand, and launch hotel products with market demand, can occupy a larger share in the market. To achieve this, we must establish the concept of "market as the leader", adhere to the market as the starting point for consideration, take the interests of customers as the core, and obtain profits by meeting customer needs.

In order to facilitate the memory, the language of sales techniques is divided into addition, subtraction, multiplication, division, and borrowing from others.

Addition of a language

For example: if the guest asks you what else should be ordered on his wedding table, you can use the language addition. "This table has only Feng and no dragon. If you add a lobster,

Question 1: Is the customer really God?

A simple example, in a public place where smoking is strictly prohibited, can it be that the customer is God and make him (her) an exception? Similarly, denying disheveled people to high-level venues is a common practice around the world. Obviously, the services provided by enterprises to customers must follow certain rules.

Moreover, we cannot help but acknowledge this reality. Services are selective and directional. As a comprehensive product of modern civilization, five-star hotels are targeted not only for economic affordability, but also for a degree of civilization that matches their economic capabilities. The latter is often overlooked by domestic high-end hotels, and it is precisely this that is extremely important for hotel brand building.

Condone one's dislike

Let's analyze the old man in the case. His behavior in the hotel is actually extremely disrespectful of the labor results of others, which not only caused a great waste of hotel resources (this waste is incompatible with modern civilization), The service staff also caused harm from a psychological perspective; behind this, there is an inscrutable danger: the dislike of other guests, especially frequent guests, has led to questioning the standard of the hotel, which has brought about the hotel brand. Damage. Because the gathering of things by groups and people by groups are the lingering thinking habits of many people, especially for senior people.

So, when the hotel wrote this as a classic case into the employee training manual and publicized it from the front, did it indicate that there was a problem with its business thinking mode?

Respect others and respect yourself

The true God of an enterprise should be the most valuable and growing customers. For an enterprise, the most important work is to transform the most growing customers into the most valuable customers and enhance the loyalty of the most valuable customers. degree.

The author believes that we should deal with it this way: we can tolerate the occasional behavior of the old man, but we must not unconditionally make it a habit. At the same time, the hotel should have the social education function it should have: the leader can be persuasive and persuasive. If the effect is not achieved, he can be persuaded by the foreman next time. Once again, the restaurant manager and public relations manager will come forward. Finally, the general manager will discuss with the elderly. If consensus is still not reached, it is regrettable to announce its refusal to provide services. Hotels have the right to choose services. As a humanized hotel, only self-esteem can win the respect of others.

As a result, the hotel may lose one or several customers, but it will win the understanding and approval of most guests. From a strategic perspective, many times, giving up is for more acquisition. Due to habitual thinking, this hotel made a mistake that it was hard to detect.

Query 2: Do the same for different customers?

In this regard, we look at how Mr. Don Peppers and Dr. Martha Rogers, who were included in the top 16 global management masters in 2001 for their outstanding contributions to customer relationship management, did it : They divide customers into three types according to their value to the enterprise: Most Valuable Customer (MVC), Most Growable Customer (MGC), and Below Zero (BZ, Below Zero) Customer).

They believe that the true God of an enterprise should be the most valuable and growing customers. For an enterprise, the most important job is to transform the most growing customers into the most valuable customers and to promote the most valuable. Customer loyalty; not only cannot be regarded as God for negative customers, but must be abandoned as soon as possible, because negative customers will not only bring any value to the company, but also consume corporate resources.

Treat differently without discrimination

In the above case, the habitual thinking that "the customer is God" has led the hotel to adopt a non-discriminatory strategy in service. As a result, the marketing and public relations department has not effectively distinguished the customers in a professional sense and analyzed the characteristics of different groups And then adopted different public relations marketing strategies, which led to a series of mistakes. This is often the case: the pieces of bread that fall are often the side covered with jam; when one error occurs, it is often followed by another.

This hotel is also a multinational company's Asian president (American) who has long-term chartered luxury rooms. Whenever the woman CEO dine at the hotel's Chinese restaurant, she always praised the Chinese cheongsam worn by the lady. Soon, the hotel public relations department noticed this detail. According to previous experience, give some gifts to customers, especially VIP guests, in the name of the hotel, which is convenient for harmonious relations.

So they deliberately purchased the best Chinese silk, commissioned the best tailors, rushed out a set of cheongsam according to the figure of the female president, and personally delivered it to the female president's room by the public relations manager. However, to the surprise of the hotel's public relations personnel, the female president did not have the enthusiasm of the past, but thanked politely. What's more troubling and puzzling to the hotel is that the lady checked out the next day, and the cheongsam was neatly placed in a prominent place in the room.

Identity cognitive dislocation

The author understands that the problem lies in the misalignment of identity recognition among hotel public relations personnel. The CEO praised the cheongsam sincerely, because it was so decent and beautiful to wear on the lady who introduced it, but in the subconscious of the CEO, this suit was worn by low-level service staff after all. Imagine how she would feel as the president of a large multinational company when you gave her clothes as a gift. Because of believing in experience, and because of habitual thinking, public relations staff made a fatal mistake here, leading to the loss of an important customer.

Cultural dislocation

Of course, there are reasons for cultural differences. However, it also reflects the hotel's extremely insufficient awareness of its most valuable customers, making it difficult to talk about increasing the loyalty of its most valuable customers. Later in this hotel, there was another incident where Middle Eastern oil tycoons (Muslims) requested that all new unused tableware be used and smeared with butter. Although the hotel solved this problem, it was very passive in processing. Hasty, embarrassing and helpless. Although the remedies for the series of mistakes that have been made have created many service classics for this hotel, the misunderstandings of customary thinking behind these incidents deserve our reflection.

More emphasis on strategy when it comes to tactics

In fact, this hotel enjoys a good reputation in the industry in terms of specific guest room, catering, entertainment, business and other service specifications and standards. However, the high level of tactical level has not avoided and solved this series of problems in the marketing process, so we can only find reasons from the aspects of tactics, that is, the hotel's marketing strategy.

When it comes to strategy, as it is misused on too many occasions and misunderstood by many popular misconceptions, it has become synonymous with unattainable and empty for the basic marketing staff and even many senior staff. This has formed a unique landscape in China's marketing industry: emphasis on tactical power, emphasis on planning, and less emphasis on strategic research and layout.

Emphasis on tactics and strategy

As a result, the 36 strategies of domestic enterprises in commercial warfare and Sun Tzu's art of war were extremely popular. The marketing tactics of enterprises are not only elaborate, but also the strategies are not strange. However, what we see is that brands and companies have fallen one after another; even if the same tactic is used by different people, the effects are completely different. . This only shows one problem. The tactics that deviate from strategy cannot be judged by right and wrong standards and success or failure. Here we find the source of the misunderstanding of the habitual thinking mentioned above: the marketing philosophy caused by the lack of overall thinking due to tactics confusion.

In the above case, because the hotel did not give itself a proper positioning from a strategic perspective (actually positioning its customer base), it lacked a series of work preparations and guiding ideas for implementing the strategy, and could only apply to follow the society Popular stuff. So without thinking, this series of mistakes is not surprising.

The core of corporate positioning strategy

The positioning strategy was once the core of the strategy. Although it is still hung up by marketers, it has actually been abandoned by many companies. Because according to the new logic, no matter what kind of differentiation method you adopt, competitors will quickly copy and follow up, so your advantage can only be temporary, you must constantly put forward and speculate new concepts, this and positioning The relative stability of the products and services required by the strategy is contrary. However, the result of the speculation has caused everyone to fall into the quagmire of tactical battles. The excessive competition that is triggered often causes the belligerents to lose both, thus losing strategic initiative. At this point, the nightmare of China's color TV industry is still lingering.

The division of customer types by Mr. Don Peppers and Dr. Martha Rogers mentioned earlier, the root cause is actually the genius of traditional positioning theory in the new era environment. Facing the temptation of many trendy and cool marketing tools today, it seems easier to find the answer to our problems in the solemn traditional classic theory.

The customer is God, it is a helplessness that stems from the homogenization of products and services. In fact, it is not difficult to eliminate this habitual thinking misunderstanding. Faced with many temptations and must make a decision, we should ask ourselves: Which customers does the company get good long-term stable benefits? What are the characteristics of these customers? How should we serve these customers?

So sometimes we have to say to God: No.