The reservation department is more important, have you seen it?

In the eyes of many people, the hotel room reservation department is an unimportant department, whose job is nothing more than answering the phone and entering reservation information in the system, so some hotel reservation departments merge with business centers; Some hotel reservations departments merged with the front desk; Some hotel reservation departments merged with the switchboard, especially after some hotel groups accepted reservations under the unified management mode of the group reservation center, which made many hotels that did not pay attention to the management of the reservation department even more contemptuous, and the future of the reservation department became a hot topic. Here I will talk about my own views and dissect the "reservation department" of high-star hotels for everyone. The focus of the income manager is divided into three parts: 1. Analysis of revenue management II. Reservation department management. Distribution management is a big part of it. Why does the reservation department need to pay attention? See the following reasons. 1, more than 85% of the room revenue comes from the reservation department. Whether you are the general manager or the marketing director, you must admit the following points. . . No matter how hard the colleagues in the hotel sales department try to sign the agreement company, anyone in the company still needs to call the hotel room reservation department when they need to make a reservation; No matter how many difficulties the sales manager of the hotel breaks through, it is the room reservation department that finally accepts the reservation and enters it into the system. No matter how loyal the individual traveler is, the first thing that comes to mind before checking in is to call the reservation department to make a reservation; So please remember that more than 85% of the room revenue comes from the reservation department. 2. An important way to maximize revenue. The reservation department is like a faucet, controlling the tourism market. 85% of the hotel's total tourists have to make reservations through the reservation department, so the reservation department is the node to control the room price and capacity (saleable). How to play the role of faucet is a problem worth thinking about. The daily work quality of the reservation department has become the basis of room income. A. capacity control capacity control is the control of the hotel's ability to sell houses, including scheduled acceptance, cancellation, modification and dish washing. For a simple example, the hotel reservation department can accept reservations according to the actual number of rooms that can be sold, or it can overbook a certain room type, and the hotel can upgrade for guests free of charge. The second sales method is a revenue management strategy when the occupancy rate is low, but it will lose the hotel room revenue when the occupancy rate is high, so capacity control is one of the revenue maximization strategies. How to implement it is determined by the revenue manager according to the dynamic market performance. The real implementer is the staff of the room reservation department. The above list is only the implementation of a revenue management strategy. Of course, there are many revenue strategies, and the implementation of each strategy is inseparable from the reservation department, so the value of the faucet is reflected. B. House price controls price, which reflects the value of a product. Hotel rooms are all priced, different customer groups enjoy different prices, and hotels sell at different prices under different market conditions. Once I went to the front desk of an international five-star hotel and asked: What is your standard room prepayment price on a certain day? The front desk staff replied: Sorry, please contact our reservation department. This price needs to be booked in advance. Through this conversation, I think everyone can understand the importance of the reservation department in price control. C. make a good product description. A reservation employee who specializes in telemarketing process will describe the products when selling them to the guests, because the hotel room is an invisible product before the guests arrive at the store. High-quality product description can improve the recognition of hotel products and make guests feel that the products are worth the money, so as to reach a deal as soon as possible. It can be seen that the employees of the reservation department are not simply answering a phone call, but doing a telemarketing. D. high-end sales, strive for more income. Smart booking staff will strive for a high-grade sales in each telephone sales process, and at the same time, they will promote a more high-grade product to the guests, that is, two sales opportunities in one sales process. If guests can accept high-grade products, the hotel will win more room income. 3. The first impression the hotel brings to the guests. The reservation department is the first department to impress the guests. The room reservation department of a hotel is the first part of a guest's first impression of the hotel. Although the switchboard staff will transfer the call when the guest calls the reservation department, the conversation in just one or two seconds will not leave any impression on the guest. The specific reasons are as follows: the telephone etiquette of the reservation staff represents all the staff of the hotel, and the guests can feel the basic quality of the entire hotel staff and the quality of the hotel through the polite telephone answering process. The process of answering the reservation phone is a real conversation between the hotel and the guests. The professionalism of the reservation staff represents the professionalism of a hotel. Every guest has the right to choose a hotel. Whether his hotel can be accepted by guests depends on the influence brought by the staff of the reservation department. 4. Coordinators between hotels, travel agencies and other distributors. Every hotel has the following tasks to do. A. check the room status with the dealer in real time. Most hotels cooperate with some big distributors, such as GDS and IDS, and the room status of hotels is changing at any time. Communication with dealers has become particularly important, and these tasks are all done by the employees of the reservation department. B. There is a payment method for subsequent travel agency remittance, which is travel agency payment. The payment method is that the guest makes a reservation through the travel agency and pays the house price to the travel agency. There is a process of remittance from travel agency to hotel. Bookers need to follow up the remittance of the travel agency after receiving the order from the travel agency. What they have to do is to verify the correctness of the remittance account and other information, ensure that the delivery staff remit the room payment to the correct account name and account number of the hotel, and confirm that the hotel has received the remittance before the guests arrive at the hotel. These are two simple ones, and there are many similar jobs, such as commission checking at the end of the month, commission invoice extraction, remittance follow-up and so on. The above list is only a part of the daily work of the reservation department, and there are many work contents, such as membership points and verification of chain hotels; Daily, weekly and monthly reports required by the group or the hotel; Many hotels are paying attention to the speed of check-in at the front desk and strengthening the training of front desk staff. I would like to remind you that if the reservation department completes all the follow-up matters before the guests check in, the check-in time will naturally be shortened. I hope that through the above simple description, I can re-recognize the importance of the hotel room reservation department, re-recognize the importance of the reservation department staff, no longer ignore the management of the reservation department, and increase the overall income of the hotel by attaching importance to the reservation department. On the advantages and disadvantages of the group's comprehensive reservation management model, so the group's comprehensive reservation management model should be from three aspects: management, owners and hotels. 1. Owner-can save the cost of hotel human resources. As we all know, hotel costs are divided into fixed costs and variable costs, while the salaries of employees except temporary workers and interns are absolute fixed costs, which need to be paid in off-season and peak season. The integrated management mode of reservation center can completely convert this part of the fixed cost of human resources into variable cost, and the cost is based on output, which saves the payment of fixed salary. While enumerating the benefits, kindly remind the owner that if there is a problem in the cooperative relationship between the owner and the management in the process of using the integrated booking model, the owner will have to face the state that there are no or few customers for the time being. B. Management-The profit model of management has changed, from the original model of charging high management fees to charging channel usage fees, booking service fees and other fees, thus increasing the income of management. C hotel-the manager of the revenue department should systematically control the room status and price changes of the hotel at any time. When the hotel implements any promotional activities, it must send the activity description to the group reservation center at the first time and explain it clearly to avoid problems. The revenue management strategy should be implemented in the central reservation system to maximize revenue management through overbooking. The disadvantage is that the promotion activities without system support cannot be implemented, because the group reservation center is also responsible for the reservation of several hotels, so the employees of the reservation center sell products to guests by looking at the product settings and descriptions in the system. Too complicated promotional activities will lead to employees in the reservation center not understanding and explaining clearly, so hotels participating in integrated reservation management need to implement simple and memorable activities as much as possible. The above content describes the work of the hotel room reservation department and the advantages and disadvantages of the group's integrated reservation management. I hope this article can help you get to know the reservation department again, and the scientific management of the reservation department can help you get more benefits.