Hotel marketing plan
Hotel marketing plan
Hotel marketing is the leader of hotel management, and its performance is directly related to the operation and development of the hotel. In particular, our hotel is about to be opened for business. The completion of the marketing plan is related to the successful operation of the hotel at the beginning of the opening of the hotel. Therefore, the marketing department is urgently required to start the operation as soon as possible. Now we draft a pre-opening operation plan for the marketing department. Implemented after adjustment.
I. Market Research and Analysis Each hotel has its target market. For example, the sales target of the XX Hotel in the city is the government party and government organs. Only when the goal is clearly defined can the image of the hotel in the minds of the guests and the public be determined according to the target market. We must differentiate our image and products from other similar hotels and try to establish a distinctive and unique image in the hearts of our guests. For this reason, we should have a clear market research report and market positioning in the market.
The following is a summary of the market survey:
1. Classification: The hotels in our city can be classified as follows: A High-end hotel: XX Hotel, Yingbin Hotel, Plain Hotel
B High-end hotels: Tonghui Holiday Hotel, Jinxiu Garden Hotel, Tianyun Hotel C Mid-range hotels: Chuanhui Hotel, X-Mian Hotel, Yongguang Hotel, Hehua Hotel, Zhongyin Hotel, etc.
2. Price: The price is:
Class A: Presidential Suite 6800 yuan; Deluxe Suite 2800-3200 yuan; Business Suite 1200-1600 yuan; General Suite 320-800 yuan; Standard Room 270-380 yuan; Restaurant Room 400-800 yuan.
Class B: 1400-2800 yuan for luxury suites; 188-800 yuan for business suites; 138-388 yuan for standard rooms; no reserve price or 300-688 yuan for dining rooms.
Category C: Business Suite 168-288 yuan; standard room 120-138 yuan.
3. Business model:
Class A: The customers of this type of hotel are mainly government agencies, municipal authorities and some large enterprises and institutions, mostly agreed units and official customers. There are also a small number of business customers and retail investors, and their products are mainly provided for official government exchanges and corporate receptions.
Category B: The main customers of this type of hotel are composed of major enterprise units, county and township government administrative departments and more individual customers. This type of hotel is of a higher grade, hardware and so on are not inferior to Class A hotels and the price is more affordable than Class A. Category C: Its customer base is mainly for business-oriented individuals, interspersed with a small number of agreed units, and is economical.
Second, the market positioning:
1. Pricing: Our hotel is located in a bustling area with convenient transportation and wide customer base. The hardware decoration has also been positioned as a three-star hotel with a higher grade. Now aiming at profit, sales volume and competition, it is recommended to set the hotel price as: Deluxe Suite: 2600 yuan; Business Suite: 580 yuan; Standard Room 320 yuan; Single Room 300 yuan. The restaurant room costs 300 yuan or no reserve price.
2, market image: According to the above and the benefits we provide to our customers, our price quality, our product categories, etc., it is recommended to position the hotel as the most convenient, comfortable and affordable business travel hotel. Third, the promotion means: 1, with the General Office to cooperate in the relevant media to publish advertising. 2, from the opening of the day custom-made bus seat cover, and contact the passenger transport company to do the replacement work.
3. Contact the taxi company for a long-term cash rebate for the taxi driver who sent the customer to our hotel. In the specific operation, the driver can issue the discount card for the hotel with the license plate number. If the card is registered, the card can be used for the cash discount of the owner's cash, and the account can be settled at the end of the month or immediately cashed.
4. Contact with all major entertainment venues to complete the alliance work, mutual benefit. The specific operation is as follows: After the agreement is reached, you can enjoy the tickets and consumption discounts by holding my hotel room card to the alliance unit. With the consumption documents of the alliance unit, you can enjoy the discount at the hotel, and you can enjoy the discount. The specific discount rate will be established separately according to the unit after the agreement.
5. In view of the fact that the city will hold the XXXXX Festival on October 17th, it is expected that there will be a large number of tourists, and they can contact the local travel agency in advance to attract customers to introduce customers to our hotel in the form of commissions.
6. The hotel sells “80/20 rule”, that is, 80% of the turnover comes from repeated purchases or consumption of 20% of the loyal customer base, while the other 20% of the turnover comes from those 80% of the free customer. Therefore, we should vigorously develop a loyal customer base, that is, implement a membership system and issue VIP cards: 1) All VIPs will be issued at a price of more than XX yuan in our hotel, enjoying a 4.5% discount on accommodation and a 5% discount on dining. Enjoy the preferential price of the agreement at the restaurant's entertainment venues;
2) If you deposit more than RMB×××× in our hotel, you will receive a recharged membership card. In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy discounts, discounts, complimentary dishes, fashion gifts and other activities for members every month.
7. Cooperating personnel: For the cooperation personnel who directly contact the hotel on behalf of each unit, they can use multiple invoicing, give fashion gifts or provide reasonable rebates according to the requirements to catch the repeat customers.
8. Ten days after the opening of the business or in January, you can enjoy a 50% discount on staying at the hotel and receive a fashion gift and other special offers. Enjoy a 20% discount or a complimentary meal.
9. Monthly evaluation of the top ten rooms and restaurants, giving gifts, reasonable rebates or full free coupons for the hotel rooms. Gifts and coupons can be around % of their spending, and full consumption can be around % of their spending. If you don't have a VIP card, you can get it for free, and enjoy the discount when you spend it later.
10. Introduce various combination products, increase customer spending, and seize market opportunities: Guests will receive a complimentary seasonal fruit and a flower once they stay. 1) Advanced business combination: For advanced business or??
Hotel marketing is the leader of hotel management, and its performance is directly related to the operation and development of the hotel. In particular, our hotel is about to be opened for business. The completion of the marketing plan is related to the successful operation of the hotel at the beginning of the opening of the hotel. Therefore, the marketing department is urgently required to start the operation as soon as possible. Now we draft a pre-opening operation plan for the marketing department. Implemented after adjustment.
I. Market Research and Analysis Each hotel has its target market. For example, the sales target of the XX Hotel in the city is the government party and government organs. Only when the goal is clearly defined can the image of the hotel in the minds of the guests and the public be determined according to the target market. We must differentiate our image and products from other similar hotels and try to establish a distinctive and unique image in the hearts of our guests. For this reason, we should have a clear market research report and market positioning in the market.
The following is a summary of the market survey:
1. Classification: The hotels in our city can be classified as follows: A High-end hotel: XX Hotel, Yingbin Hotel, Plain Hotel
B High-end hotels: Tonghui Holiday Hotel, Jinxiu Garden Hotel, Tianyun Hotel C Mid-range hotels: Chuanhui Hotel, X-Mian Hotel, Yongguang Hotel, Hehua Hotel, Zhongyin Hotel, etc.
2. Price: The price is:
Class A: Presidential Suite 6800 yuan; Deluxe Suite 2800-3200 yuan; Business Suite 1200-1600 yuan; General Suite 320-800 yuan; Standard Room 270-380 yuan; Restaurant Room 400-800 yuan.
Class B: 1400-2800 yuan for luxury suites; 188-800 yuan for business suites; 138-388 yuan for standard rooms; no reserve price or 300-688 yuan for dining rooms.
Category C: Business Suite 168-288 yuan; standard room 120-138 yuan.
3. Business model:
Class A: The customers of this type of hotel are mainly government agencies, municipal authorities and some large enterprises and institutions, mostly agreed units and official customers. There are also a small number of business customers and retail investors, and their products are mainly provided for official government exchanges and corporate receptions.
Category B: The main customers of this type of hotel are composed of major enterprise units, county and township government administrative departments and more individual customers. This type of hotel is of a higher grade, hardware and so on are not inferior to Class A hotels and the price is more affordable than Class A. Category C: Its customer base is mainly for business-oriented individuals, interspersed with a small number of agreed units, and is economical.
Second, the market positioning:
1. Pricing: Our hotel is located in a bustling area with convenient transportation and wide customer base. The hardware decoration has also been positioned as a three-star hotel with a higher grade. Now aiming at profit, sales volume and competition, it is recommended to set the hotel price as: Deluxe Suite: 2600 yuan; Business Suite: 580 yuan; Standard Room 320 yuan; Single Room 300 yuan. The restaurant room costs 300 yuan or no reserve price.
2, market image: According to the above and the benefits we provide to our customers, our price quality, our product categories, etc., it is recommended to position the hotel as the most convenient, comfortable and affordable business travel hotel. Third, the promotion means: 1, with the General Office to cooperate in the relevant media to publish advertising. 2, from the opening of the day custom-made bus seat cover, and contact the passenger transport company to do the replacement work.
3. Contact the taxi company for a long-term cash rebate for the taxi driver who sent the customer to our hotel. In the specific operation, the driver can issue the discount card for the hotel with the license plate number. If the card is registered, the card can be used for the cash discount of the owner's cash, and the account can be settled at the end of the month or immediately cashed.
4. Contact with all major entertainment venues to complete the alliance work, mutual benefit. The specific operation is as follows: After the agreement is reached, you can enjoy the tickets and consumption discounts by holding my hotel room card to the alliance unit. With the consumption documents of the alliance unit, you can enjoy the discount at the hotel, and you can enjoy the discount. The specific discount rate will be established separately according to the unit after the agreement.
5. In view of the fact that the city will hold the XXXXX Festival on October 17th, it is expected that there will be a large number of tourists, and they can contact the local travel agency in advance to attract customers to introduce customers to our hotel in the form of commissions.
6. The hotel sells “80/20 rule”, that is, 80% of the turnover comes from repeated purchases or consumption of 20% of the loyal customer base, while the other 20% of the turnover comes from those 80% of the free customer. Therefore, we should vigorously develop a loyal customer base, that is, implement a membership system and issue VIP cards: 1) All VIPs will be issued at a price of more than XX yuan in our hotel, enjoying a 4.5% discount on accommodation and a 5% discount on dining. Enjoy the preferential price of the agreement at the restaurant's entertainment venues;
2) If you deposit more than RMB×××× in our hotel, you will receive a recharged membership card. In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy discounts, discounts, complimentary dishes, fashion gifts and other activities for members every month.
7. Cooperating personnel: For the cooperation personnel who directly contact the hotel on behalf of each unit, they can use multiple invoicing, give fashion gifts or provide reasonable rebates according to the requirements to catch the repeat customers.
8. Ten days after the opening of the business or in January, you can enjoy a 50% discount on staying at the hotel and receive a fashion gift and other special offers. Enjoy a 20% discount or a complimentary meal.
9. Monthly evaluation of the top ten rooms and restaurants, giving gifts, reasonable rebates or full free coupons for the hotel rooms. Gifts and coupons can be around % of their spending, and full consumption can be around % of their spending. If you don't have a VIP card, you can get it for free, and enjoy the discount when you spend it later.
10. Introduce various combination products, increase customer spending, and seize market opportunities: Guests will receive a complimentary seasonal fruit and a flower once they stay. 1) Advanced business combination: For advanced business or??
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