About hotel marketing planning scheme

Five articles on hotel marketing planning scheme

At present, the competition in the hotel industry is becoming increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for hotel operators. So how to plan the hotel marketing plan? Now I bring you the hotel marketing plan, I hope you like it.

About the hotel marketing planning project 1 Tanabata Valentine's Day is coming. In order to promote hotel management and establish hotel brand awareness, our department plans to carry out the following activities according to the actual situation of the market and hotels:

First, the activity time:

August sixth

Second, the activity name:

"Love is Tanabata, meeting the stars"

Third, the content of the activity.

3. 1 "The more beautiful the night, the more lonely Tanabata" large-scale intimate dating party;

The hotel's 500-square-meter South Square is elaborately decorated with various leisure tables and chairs. There is soothing and romantic background music playing in the square. Guests staying in the hotel can enter for free with their room cards, and other customers can enter with tickets. There are beverage shops, snacks and snack shops, and Qixi commodity shops on site. All the guests who come here have the opportunity to win the Qixi surprise prize, which is worth 5,000 yuan. In addition, all men and women who successfully date will get a beautiful gift as a souvenir.

3.2 Guest Room:

On the day of the event, the special room for Tanabata was specially launched, and the superior big bed room in Building/kloc-0 was 428 yuan/room. The buffet breakfast for two the next day, presented a beautiful rose, a beautiful bottle of red wine, a beautiful lollipop and two tickets for the performance.

3.3 Catering:

Galaxy restaurant launched

277 yuan Valentine's Day package (including two-person package, a bottle of red wine and a rose)

577 yuan Valentine's Day package (including two-person package, a bottle of fine red wine, a bunch of roses and a box of chocolates)

777 yuan Valentine's Day package (including premium package for two, a bottle of imported high-grade red wine, a bunch of roses and two tickets to Dahexiu Store)

Gong Yue restaurant

On the day of the event, if you spend 77 yuan in Gong Yue Restaurant, you will get a rose.

Fourth, the detailed rules for implementation

Please contact the purchasing department to buy gifts (such as roses, chocolates, red wine, etc.). ) required for activities.

Please ask the food and beverage department to list different packages and decorate the table properly. Please ask the person in charge of the snack city and Jiuqu restaurant in the food and beverage department to collect relevant items according to the activities and cooperate with them.

Please ask the finance department to inform all food and beverage cashiers and give discounts.

Please ask the front desk to actively sell Tanabata special rooms to individual customers and introduce relevant contents; Please ask the housekeeping department to collect relevant gifts and cooperate with the activities.

The planning department designed and produced tickets (raffle tickets),/kloc-0 seats, 2 lobby posters and related publicity.

Please ask the banquet department to arrange the venue in advance and cooperate with the planning department and the engineering department to arrange the venue.

Verb (abbreviation of verb) promotion and publicity

Posters and single pages in hotels

Hotel official website and friendly connection website

Floating advertisement in Shangdu Information Port (one month)

Dahe newspaper quarter color edition +600 words soft text

Fashion magazines are hard, wide and soft.

Street light box movie

Target customer SMS

Cost budget of intransitive verbs

Up by 2 yuan /500 pieces 1000 yuan.

20 boxes of chocolate 50 yuan 1000 yuan.

Lollipop 50 yuan 10 500 yuan.

Red wine 150 yuan 10 sticks 1500 yuan (sponsored by wine merchants)

High-end red wine 300 yuan 10 3000 yuan (sponsored by red wine merchants)

Exquisite gift 200 yuan 200 yuan 40000 yuan (sponsored by the enterprise)

Banner/Poster 80 yuan

SMS promotion is 0.04 yuan/60,480 articles and 2,400 yuan.

Ticket sponsorship for Dahe Xiudian performance (/kloc-less than 0/00 tickets, non-replaceable)

Jewelry sponsorship

Small gift hotel inventory gift

Dahe Daily, Shangdu Information Port and Fashion Magazine are about 68,000 (all replaced).

Total: 2,500 yuan (excluding replacement)

About Hotel Marketing Plan Part 2 Due to the opening of the new store of Kongzu Hotel, the number of tourists in _ _ County has not changed for the time being, and there will be a situation of "more than enough porridge" in the room market in Xiayi County in the future. In order to consolidate our hotel's leading position in Xiayi, stimulate market consumption and explore potential tourist markets, our company has made the following adjustments:

First, the activity time:

From April, 20 _ _ to May, 20__ _;

Second, the venue:

_ _ Hotel;

Third, the theme of the event:

Enjoy the midnight room warmly, the special standard room is available every day, the new experience of discounted gold card is available, and members can choose to recharge;

Fourth, the purpose of the activity:

Update facilities and equipment on the original basis, implement new business strategies, and diversify room service;

Verb (abbreviation of verb) promotion goal:

Internal assembly;

The purpose of intransitive verb activity:

Improve hotel guest room software management mode, enhance guest room innovation consciousness, and provide personalized service for guests;

Seven. Activities:

1) midnight room: midnight room (65438+ check-in at 0: 00 a.m. on that day-check-out at noon on that day/kloc-0: 00 a.m.) will be implemented from July _ _ _, only for hotel business bills and standard rooms. The room price is: 99 yuan/room/night, and the hotel will determine the end date of the activity according to the market situation;

2) Special rate standard room: From July _ _ _, the hotel will provide special rate rooms every day (108 yuan/room), and provide 5 rooms every day. If the room is full or tight, it will stop.

3) Discount Gold Card: Starting from July _ _, the hotel discount gold card will be launched. The price of a gold card is 30 yuan/card. After purchasing this card, you can enjoy the room rate discount in 30 yuan every night. For example, the original room rate was changed from 168/ room to 138/ room, and each card can open three rooms every day. At the same time, when you discount the gold card, you can enjoy a discount of _ _ yuan per bath.

4) Member's prepaid card: Member's prepaid card will be launched from July _ _ _, starting from RMB 20__, with a gift of RMB 20__ _/kloc-0,000. The opening price of the member prepaid card is 6 on the basis of the lowest preferential price at the front desk. 40% off.

Eight, publicity and promotion:

1. manpower promotion: all departments cooperate with each other to publicize the contents and preferential measures of this activity for guests at an appropriate time, and invite relevant guests to stay for experience;

2. Media publicity: Yi Labao poster 1 piece in the lobby, elevator advertisement 1 piece, and giant spray painting 1 piece, and vigorously publicize the contents of this activity.

Advertisement title: Enjoy the midnight room warmly, the special standard room is available every day, and members can enjoy the new experience of discounted gold cards when recharging. Advertising content:

Activity time: from July, 20__ _;

Location: _ _ Hotel;

1) Midnight room (single business room and standard room only)

Check in at 65438+ 0: 00 am on the same day-check out at noon/kloc-0: 00 on the same day, and the room rate is: 99 yuan/room/night;

2) Special room

The hotel provides special rooms every day (108 yuan/room), with 5 rooms per day;

3) Discount gold card

From July _ _, the hotel discount gold card will be launched, and the price of the gold card is 30 yuan/card. After purchasing this card, you can enjoy the discount of 30 yuan per room/night.

4) Member recharge card:

Member prepaid cards will be launched from July _ _, starting from 20__ yuan, with a gift of 20__ yuan 1000 yuan. The opening price of the member prepaid card is 6 on the basis of the lowest preferential price at the front desk. 40% off.

Note: the hotel will decide the termination date of the activity according to the situation, and the final interpretation right of the above activities belongs to the hotel.

Chapter III About Hotel Marketing Plan Commodity sales are divided into off-season, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of our hotel in the spring of the lunar calendar, the overall sales volume has declined, which is also the contradiction between the off-season and the peak season in the hotel business.

In fact, weakness is only relative. As long as you work hard and stay ahead of your competitors, you can still make your sales share have more room for improvement when the overall sales volume of the market drops. In view of the arrival of the off-season, this marketing plan is formulated.

One. Purpose of the activity

1. Expand the tourist market by cooperating with travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote potential customers inside or outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and VIP guests of the hotel, and finally increase hotel sales.

Second, the activity time.

April 20__ 1 to August 20__ 1.

Third, the departments involved.

Sales Department, Catering Department, Front Office Department, Housekeeping Department

Fourth, the theme of the event.

Warm spring carnival season, greet with ceremony.

Verb (abbreviation of verb) activity plan

(1) is promoted in many ways to make the off-season not dull.

Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.

The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.

Method 2: Alliance with various tourist attractions to achieve mutual benefit.

The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when staying in our hotel. (Vouchers are valid during the activity, and will be invalid upon expiration. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can use our hotel coupons to enjoy tickets and discounts when spending at various alliance tourist attractions (depending on the agreement of each attraction).

Method 3: Contact the taxi company to provide long-term cash rebates for taxi drivers who are sent to our hotel to check in for customers.

The specific operation is as follows: give the driver a discount card of our hotel with the license plate number of the hotel on it. If the guest enjoys a discount when using this card at the time of registration, he can get a cash commission of 10 yuan for the owner, which will be settled at the end of the month or cashed immediately.

(2) Give preferential treatment to customers and expand the incentive plan.

Offer 1: All foreign individual travelers who stay at the current retail price for 8 times in a month can give away 1 ordinary single room or ordinary standard room for free. Or social individuals who stay for 3 consecutive nights will be given 2 bottles of mineral water.

Discount 2: When you book luxury rooms or landscape rooms in June and July of 20__ two months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)

Offer 3: Cooperation with banks. Guests with designated bank credit cards can give hotel 1 vouchers when swiping their cards at the hotel.

Offer 4: Spend one day a week getting several rooms as special rooms. (Use the POP card in front of the store for publicity)

Sixth, advertising

1. Make coupons and discount cards printed with hotel profile and geographical location, and pay consumption instructions to highlight the unique corporate culture.

2. Advertise road signs in nearby tourist attractions and railway stations with the goal of crossing the border or visiting enterprises and government officials.

3. During the activity, the preferential policies will be played on the electronic screen all day.

4. Spray paint or POP publicity in front of the hotel.

VII. Advertising Budget

The distribution of advertising budget is as follows:

1. The production cost of vouchers should be controlled at _ _ yuan.

2. The production cost of the discount card should be controlled at _ _ yuan.

3. The advertising fee of the scenic spot is controlled at _ _ yuan.

4. The cost of pre-shop printing should be controlled at _ _ yuan.

Total:

Eight. general survey

The activity plan aims to improve the hotel's popularity, customer loyalty and hotel sales in some aspects in the off-season. I hope the relevant departments will cooperate, and if there are any deficiencies, they can actively provide evidence and supplement.

About the Hotel Marketing Plan Part IV: Objectives

In order to further expand the influence of __X hotel catering in the local wedding banquet market and strive for certain economic benefits, it is planned to launch the "special event of warm service for romantic wedding banquets" next year:

Second, pricing.

It is divided into _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan, _ _ yuan and other price points.

There are two parts: a and B.

Third, preferential items.

No service charge

Venue layout, background music (wedding March, stage, etc. )

Arrangement of ceremony table and dining table

In-store wedding notice board

Design and make wedding banquet menu (per table 1 serving)

Champagne tower, candle holder, bubble machine, red carpet

Vip parking space

Enjoy the hotel's special drinks.

At the wedding banquet, you can enjoy two bottles of drinks (Sprite and Coke, not cumulative) for each table 10.

For a wedding banquet with 20 tables, you can enjoy the above benefits in addition to 1 table and free hotel honeymoon room.

Enjoy hotel card discounts for wedding anniversary meals and reservations.

Holding children's full moon wine and enjoying VIP discount (giving flowers and birthday cake)

Fourth, advertising.

1. Print hotel wedding flyers and organize employees to distribute them.

2. Contact the local wedding company to negotiate with the wedding photography company, and formulate the corresponding cash commission of 2% (for example, 200 yuan 65438+100000 yuan) and the wedding photography company to provide a series of services such as free fitting rooms.

3. The cash commission for all banquet sales is 2% (65438+0,000 yuan in 200 yuan).

4. Improve the service details and provide surprise services for various banquets (serving performances, LED scrolling, signs, venue layout, etc.). ).

5. Do a good job in online publicity, WeChat and launch various well-known local publicity websites.

6. Use the hotel's resources in previous years to contact wedding customers and promote the full moon banquet and various services.

7. Advertise and publicize TV programs.

According to the present situation of the hotel, in order to better carry out the sales work, it is proposed to formulate the implementation plan for room and off-season promotion, as follows:

I. Target market:

Hotel tourists are mainly government reception and agreement units; Supplemented by conference market and tourism team; Long-term guests and individual travelers make up for this. Now we must work hard to develop and improve the occupancy rate of tourism teams, individual travelers, conference markets and agreement units.

Second, the objectives and tasks:

Improve the room occupancy rate (the average monthly occupancy rate is 70%, and the number of rooms rented per day is more than 38).

Third, the promotion time:

_ _ year 165438+ October, 65438+ February _ _ year+October.

(1) agreed customer unit price promotion: discount for ordinary standard rooms and single rooms on floors 4 and 5 1 10 yuan. Room M includes two breakfasts, with the original price of 100 yuan, but room M does not include breakfast w; Other room types keep the original agreed price unchanged, and two breakfasts are also given.

⑵. Personal housing price reduction promotion: open personal channels by membership mode, so that the off-season is not light; For the first time, new members will enjoy a single comfortable big bed room in 90 yuan. Since 20 yuan, they will get 3 cash coupons. For example, new customers can get a new membership card and enjoy their first stay in a big bed room at the price of 90 yuan. They will get three 20 yuan cash coupons, one for each time, and deduct 20 yuan from the preferential price (148 yuan).

⑶ Increase the room rate of the conference room: Anyone who stays in the form of a conference can enjoy the agreed price of the hotel regardless of the scale of the conference. If the conference has booked more than 65,438+00 rooms, including 65,438+00 rooms, 65,438+0 deluxe standard double rooms (3rd floor, excluding W room in the morning) will be presented on the basis of enjoying the agreed activity price of the client unit.

⑷. Travel Agency Promotion: The hotel can refund 2% commission to the travel agency when it spends 50,000 V including 50,000 W in the current season, and 2.5% commission to the travel agency when it spends 80,000 V including 80,000 W, and the room rate remains unchanged in the original agreement price.

Fourth, sales measures

(1) Stabilize the major travel agencies in the region, take the initiative to contact foreign travel agencies to learn about the team information, and strive to make the hotel the designated check-in point for key tourism teams in the region.

(2) launch "membership card" and "hotel cash book"

(3) Full sales: If employees attract customers and hotel consumption, they will get a 3% commission reward for each room. You will get a 3% commission if you recharge your membership card.

5. Bus advertising-Take Chenzhou 20 1 and Zixing bus line, and passengers who take this line can see the hotel's advertising reservation information all the way. The advertisement starts with 565,438+0 Zixing buses. The advertisement will be put on for two months, and the specific cost is about RMB 65,438+065,438+05 in 90 yuan.

[6] Make hotel activity brochures, put them in eye-catching positions of various travel agencies and distribute them to passers-by.