How do hotels carry out holiday marketing?

The rise of holiday tourism is an indisputable fact, which has a very important impact on the development of hotels. In the current depressed hotel market, hotels should actively face this emerging market, correctly carry out holiday marketing activities, seize opportunities and promote their overall development. The rise of holiday tourism has brought new opportunities to hotel marketing. This paper analyzes the operation process of hotel holiday marketing from the perspective of hotel marketing, discusses the choice of target market, marketing purpose, marketing theme and marketing media in holiday marketing, and points out many problems that should be paid attention to in holiday marketing organization. Hotels should choose the appropriate target market, marketing purpose, marketing theme and marketing media according to the actual business needs and hotel star conditions, and conduct marketing organization correctly. First, the choice of holiday target market Before the hotel carries out holiday marketing activities, it must first segment the market and choose the appropriate segmented target market as the holiday marketing target market of the hotel. There are two methods to determine the target market: cross-market selection method and single market selection method. Cross-market selection method refers to the hotel's method of comparing its original target market with the target market of holidays, determining its cross-region, and taking this cross-region as the target market of holiday marketing. Mature hotels have their own exclusive target market. Business hotels are for business guests, conference hotels are for conference guests, and tourist resorts are for ordinary tourists. Different hotels have their own market segments. When a hotel carries out holiday marketing activities, it can first determine its original target market, and then on this basis, find the fit area between the holiday target and the hotel's original target market, which becomes the hotel's holiday target market. Single market selection method refers to a selection method that hotels directly regard their own target market as their holiday marketing target market. The correct choice of holiday marketing target market is the basis for hotels to successfully carry out holiday marketing activities. Second, the choice of holiday marketing purpose to obtain economic benefits and realize the long-term development of the hotel is the ultimate goal of the hotel to carry out any marketing activities. In the actual operation of the hotel, in the short term, the marketing purposes of holidays can be divided into three categories: direct profit, image enhancement and comprehensive benefits. 1. Direct profit refers to the types of holiday marketing activities carried out by hotels for the purpose of obtaining direct economic benefits. With the development of China's economy and the improvement of people's living standards, people's demand for tourism is getting stronger and stronger, and the resulting demand for star-rated hotels is also multi-level and diversified, so the hotel market has great potential. In order to achieve good economic benefits, the key of hotel marketing activities lies in grasping the special needs of the target market. Under the current conditions, many hotels should break through the limitations of traditional marketing and shift their business vision from a single high-end consumer market to a diversified and multi-level consumer market at all levels. Nanjing Dingshan Hotel seized the demand of working-class people for weekend leisure and launched the theme activity of "Weekend Leisure Dinner" to provide them with a relaxed, pleasant, thrifty and self-help dining environment and let them experience the consumption atmosphere of high-end hotels. Through this activity, the hotel was a great success and the catering revenue soared.