Hotel planning

Hotel Planning 1 1. Preparatory Planning:

1. Staffing —— (Positions such as front desk consultant, waiter, cleaner, physiotherapist and manager. )

2. Establishment of system-labor discipline, service system, financial system and spare parts system.

3. Establish characteristic nursing service projects-in addition to the projects designated by the SPA center (set up characteristic nursing projects, such as Thai bath, Indonesian head spa, integrated Chinese and Western medicine nursing projects, etc.). ).

4. Service Process ——————————— Personalized service, with the aim of saving time, labor, people and convenient service.

5. Spa supplies procurement plan-Articles and consumables should be meticulous and novel to match the overall style and theme of the spa.

6. Trial operation-usually 10- 15 days, to test the shortcomings of SPA operation, so as to improve, adjust and supplement it.

Second, business plan: introduce customers through newspaper advertisements, online advertisements, commercial coupons, founding membership cards, etc., and lay a solid foundation in the early stage.

1, independent marketing-weekly report (business objectives and service objectives, etc. ) to stimulate employees' sales awareness.

2. Bundle marketing ———————————————— Implement the package system.

3. Card marketing-trapping the psychology of customers taking advantage.

4. Relationship Marketing-Face Marketing

5. Brand-based marketing ——————————————— Establish distinctive nursing programs and personalized services.

6. Personalized marketing —————————— Provide customers with personal preference service or menu service.

7. Direct selling ————————— All staff in each position try their best to promote high-priced projects.

8. Experiential marketing-attracting customers by means of sales promotion (established projects or super-value prices).

9. Point-and-Belt Marketing ——————————— A marketing model that drives overall consumption with point-and-belt lines.

10. Word-of-mouth marketing ————————————————— Must have good personalized and perfect service as the premise.

Third, management mode: adopt the mode of combining humanization with institutionalization.

1, find a good employee method-find the right person to do the right thing, and constantly guide and cultivate (only leaders who can't do it, no employees who can't do it well).

2, the correct way of communication-efficiency comes from trust, respect for employees, pay attention to staff meetings.

3, the use of punishment and incentive-correctly handle the reward and punishment (change punishment to double the incentive effect, incentive does not have to rely on money to buy).

4. Establish a performance appraisal-don't eat the same pot, pay according to performance, and never be soft on employees with low performance.

5. The method of successful authorization-authorization should be specific and formal, and must be checked regularly.

6. Perfection of health system-environmental awareness, layout and inspection.

7. Ways to retain talents ———————— Comfort employees, cultivate the value of employee loyalty, and give employees reasons not to leave.

8. Establish a sound management team-cultivate team spirit, collective sense of honor and team rules, and don't isolate every team member.

9. Ways to avoid managers' mistakes-pay attention to let employees learn from their mistakes, criticize employees without knowing the situation, don't manage people through criticism and intimidation, still treat subordinates equally, and don't command employees at will.

10, reduce costs, control costs, save energy and avoid extravagance and waste.

Fourth, the design of massage projects should be based on the principle of "innovation".

1, develop new projects according to existing equipment and customer level, consumer psychology and taste preferences.

2. Physiotherapists are required to master and learn at least five kinds of foreign SPA massage nursing courses (excluding exfoliation, scrub and other small projects) as much as possible, so as to form a course of integrated traditional Chinese and western medicine and traditional Chinese medicine massage (China people still like strong massage).

Verb (abbreviation of verb) safety management.

1. Protecting the property and life safety of customers is the primary task.

2. Strengthen the management of facilities and equipment to ensure safety.

3, do a good job of water and electricity inspection and maintenance, to prevent the occurrence of fire accidents.

4, do a good job in the company's security measures, such as finance, internal facilities structure, etc.

5, employee safety work system.

6. Personnel training: divided into service training and technical training.

Training methods-language communication, etiquette, service flow, massage nursing technology, safety awareness, obedience awareness, etc. Training is accomplished through imitation, experience, repetition and highlighting advantages.

According to the form of Beijing market and the existing equipment of our company, we will implement our plan in three steps.

Step 1: (60 days) Establish various mechanisms, service processes, post personnel adjustment and skills training for physiotherapists, and initially establish the store's external corporate image.

Step 2: (90 days) Understand customers, increase projects, optimize services and introduce customers. Through a series of marketing methods, customers will be introduced to in-store consumption and become repeat customers (service, price, items and physiotherapists will be affirmed by customers)

Step 3: (120) Cultivate old customers, increase business income, form a good reputation, and make the company step into stable development.

Hotel Planning Chapter II Dear Sponsor:

In this sweet-scented osmanthus season, Qingdao University of Technology has welcomed a new college student, and the arrival of new students will bring greater consumer business opportunities. The Practice Department of the Student Union of our school is the designated publicity and planning unit for this kind of campus activities, and has a deep understanding of the feasibility of merchants sponsoring college students' activities. Now let's make a sponsorship feasibility report for your company.

I. Feasibility analysis

1. There will be about 5000 new students in our school this year. More than 95% of these freshmen are expected to report to the school accompanied by their parents. According to one room for each new parent, at least 4750 rooms are needed. Obviously, this will be a huge consumer group;

2. College students are a group who like to travel, and Qingdao is a tourist city. There are twenty thousand students in our school. When their junior and senior high school classmates come to Qingdao to travel, they will inevitably ask our classmates to introduce hotel accommodation, which will be an extremely large consumer group.

3. Freshmen have just arrived and are not familiar with the consumption environment in the development zone. It is a good opportunity to promote and brand. If you are willing to cooperate with us for a long time, your popularity will continue to expand, which has long-term significance.

There will be some networking activities between our school and other universities in Qingdao, and there will be various contacts between our students and students from other universities, which will also enhance your company's popularity.

Second, publicity methods and cooperation suggestions

1, Banner: A week-long big banner publicity campaign, where banners (banner content can be:) are hung in the most crowded places in schools. The suspension time is 24 hours without interruption;

2. Posters: We will put up posters at school. (Posters are provided by your company);

3. Exhibition board: as an independent publicity method during various activities, it is publicized in schools;

4. Distribute leaflets: distribute leaflets on campus for your company (leaflets are provided by your company);

5. Questionnaire: help your company to conduct campus market research (the questionnaire is prepared and provided by the company);

6. Brochure promotion: If the company has new brochures, it can help distribute them (provided by the merchants themselves, and introduced to the parents by the student union and the class teacher);

7. Help merchants to handle or issue membership cards, discount cards, discount cards and student cards for students in school. (The card must be provided by your company);

8. Website promotion: The Student Union is a multi-sectoral cooperative group with a network department. We can promote your company on the school website (it is best to have the electronic information of the merchants);

9. Promotion of prizes: merchants provide prizes, such as vouchers, which will be distributed as event prizes when we hold activities;

10. On-site publicity of activities: A considerable part of the activities of the Student Union are held indoors, such as recitation contests and various interesting knowledge contests. We can indicate on the blackboard that this activity is specially sponsored by XX Company. You can post posters of merchants on the host's podium, put advertisements of merchants on the PPT of the event, and so on. The way of on-site publicity is that this year, in order to bring better publicity effect to the merchants, the student union specially applied to the higher authorities;

Third, the activity budget

Banner 20 yuan /m * 12m ***240 yuan (if the merchants bring their own, the sponsorship fee is 200 yuan) to promote the exhibition board 250 yuan.

Distribute brochures and leaflets at a cost of 100 yuan each time.

10% agency card handling fee.

Questionnaire 200 yuan

Website Promotion 125 yuan

On-site publicity or title fee 180 yuan.

Fourth, the significance of sponsorship activities

Increase school-enterprise exchanges and cooperation, * * * with learning, * * * with development;

Expand the influence of the company in colleges and universities, and improve the market share of the company's products in colleges and universities through comprehensive publicity;

Establish a corporate image by sponsoring related activities and improve the social benefits of the company.

We sincerely hope that we can take this activity as an opportunity to establish a longer-term cooperative relationship with your company and help your company realize the greatest benefits not only in school but also in society. We will provide greater support for your company in the future work.

I hope your company can seriously consider our suggestions and put forward valuable opinions. We are responsible for all the publicity activities of the school, and the company can send someone to supervise. I hope we can cooperate with your company to run this sports meeting well. I look forward to your reply as soon as possible. Looking forward to your joining! Happy cooperation!

Foreign-related matters: Youth League Committee (specifically by the Practice Department of the Student Union)

Article 3 1 of hotel planning. Activity theme: Love songs of winter life, Christmas greetings from xx.

Sub-theme: Let's spread the Christmas bell around the world, and let's spread love and praise around the world.

Third, the purpose of the activity:

1, strengthen the sales of hotel chain stores and increase operating income;

2. Strengthen corporate awareness and enhance the brand of chain stores.

3. Celebrate a safe Christmas

Fourth, the significance of the activity: the indispensable programs for a safe Christmas include family-style, friend-style and lover-style gatherings. A good opportunity for friendship, affection and love gathering. Wearing Christmas hats, singing Christmas songs and talking about everyone's Christmas wishes. As a grand festival, Christmas dinner is indispensable. Western food is the main food in China. In the promotion process of Christmas activities, hotels can promote corporate culture, enhance the brand of chain stores and strengthen corporate visibility.

Five, the activity operability analysis:

Located at the intersection of Jianshe North Street and Guanghua Road, adjacent to the north side of Mianyi Overpass, it forms a prosperous business circle in the north of the provincial capital together with large public facilities such as Zhonghao Business Center, Donghai International Building, Renmin Pharmacy, Michaelis Furniture City, Huapu Supermarket and northland supermarket. The traffic location is superior and convenient, and there are no competitors within the regional radiation radius. Therefore, the hotel has a unique environmental advantage. On this basis, enterprises can make use of the favorable surrounding environment and facilities for large-scale targeted publicity.

With the rapid development of southeast commercial economy, people focus on fixed areas, which leads to commercial saturation in a certain area. Although the overall situation is prosperous, due to the obvious fierce competition trend, enterprises have not gained real benefits. The north bears the important responsibility of conducting economic circulation, resulting in the complementary advantages of urban and rural areas, other provinces and local resources, and the mutual exchange of information, filling the gap of "cold" in the northern market. Therefore, the implementation of Christmas activities in hotels is operable and executable.

Can promote the hotel to take the road of multi-functional western food development in the new era, guide the healthy and harmonious development of the catering industry, fully promote the development process of northern commerce, and create a new benchmark for the northern catering market!

Activity of intransitive verbs:

(a) Free coffee tasting scheme

Time: 65438+February10 —— 65438+February 15, xx (peak time of people flow can be selected).

Venue: Square in front of the hotel.

Content: From June 5438+05 to June 5438+09, the organizer set up a console in the square in front of the cross-strait coffee shop (see photo), which adopted the corporate image theme and slogan as a whole. The square was crowded with people, and many consumers rushed to taste the mellow coffee on both sides of the strait. I sent four hostesses (including clothes and ribbons), which read: (positive) Merry Christmas (negative). Successful communication begins with the responsibility of both sides of the Taiwan Strait. Two people make coffee for consumers on the spot and tell them about the cultural history of the hotel, while the other two distribute leaflets to consumers (one page mainly tells them that they are safe and happy during the Christmas holiday.

Moral of the event: Safe Christmas is the most important day in the west. In recent years, in China, it is also an important festival that urbanites are increasingly advocating. By tasting coffee for free, it shows that the company walks close to consumers, enhances the brand's integrity and social effects in a very friendly way, and can bring consumers into the deep level of hotel culture. A large number of image displays have played a very good role in promoting the smooth convening of the event.

(2) Gifts from Christmas Goodwill Ambassadors

Time: 65438+February 23rd, XX —— 65438+February 25th.

Venue: Restaurant on the second floor of the hotel.

Content: The snow on the Christmas tree falls silently, and the wind brings intoxicating drunkenness. When night covers the sky and the song of Christmas Eve rings, we meet again in a safe Christmas full of laughter.

In order to cultivate the cultural popularity index, we specially invited five Christmas Goodwill Ambassadors to give Christmas gifts to the guests who spent in the hotel. At the same time, Christmas gifts are marked with the theme slogan or greeting of the hotel. (Example: Successful communication begins with cross-strait coffee. I wish everyone a safe and happy Christmas! ) The first snow in Shijiazhuang was filled with Christmas colors everywhere, and the cheerful singing of the Christmas Goodwill Ambassador brought Christmas wishes and warm feelings to the guests.

Moral of the activity: Zero-distance contact between brands and consumers can leave an unforgettable impression and promote the advertising effect of hotel brands.

Seven. On-site activities:

1, put a number on each gift. When the customer is eating, the waiter will come forward and ask the customer to draw the number, and whichever one is drawn will be given.

2. Customers who come in for dinner will receive a Christmas hat, preferably marked with the company logo (you can cooperate with other businesses).

3. Make leaflets, which can be cut within the paper scope of Christmas promotion and can be used as coupons.

4. The kitchen will launch a special Christmas menu, which is divided into: Christmas meal, couple set meal, children set meal, family set meal and so on. , and make related posters and leaflets for publicity. You can get a special coffee coupon when ordering. )

5. Book a room for Christmas.

6. All employees in chain stores must wear red Christmas clothes to strengthen the festive atmosphere.

7. Make simple arrangements in the restaurant to strengthen the cheerful and lively atmosphere of the restaurant. It is important to make customers feel festive.

8. Christmas carols are played in restaurants.

The fourth chapter of hotel planning 1. Target market analysis.

The customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumers, which requires the hotel to take into account the personal interests of those private consumers on the basis of improving the grade.

Second, the pricing strategy

1, meals can basically maintain the original' pricing', but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (this method is recommended) or directly reduce the price.

2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.

3. The Mid-Autumn Festival package (explained below) should not be too expensive, and the per capita consumption should be controlled at 20-30 yuan (excluding drinks).

4. The price of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and the lowest price can be reached around the Mid-Autumn Festival (but it should be determined according to the hotel's net profit).

Third, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. If the family members' birthday is August 15, they can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15 (in Linfen area), you can enjoy a discount of 5-6 fold when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.

As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.

5. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Chapter 5 of Hotel Planning 1. Company Name: Jinxiu Hotel

Second, the market demand and opportunities:

1. Market demand: Since 20xx, China's budget hotels have developed rapidly and the market demand is strong. According to statistics, as of the third quarter of 20xx, the number of domestic budget hotels has reached 6,643, with 688,305 rooms, but the domestic demand is still in an unsaturated state. On the other hand, enterprises began to compete for resources and race quickly, which led to serious product homogeneity, rising cost of opening stores and lack of management experience in the express hotel market, and the market entered fierce competition.

2. Hotel analysis: According to the survey data, the average room occupancy rate of hotels is 70%, and the number of hotels with room occupancy rate of 75% and 65% respectively accounts for 3 1. 6% and 26. 3%, 58%; Hotels with the highest occupancy rate of 90% account for 15. 6%, the lowest occupancy rate of 45% hotels accounted for 10. 5%。 The results show that the average occupancy rate of Harbin hotels is basically maintained at around 70%, but due to the differences in geographical location and operation mode, the occupancy rate of each hotel is different.

3. Characteristics of tourist sources: The customers received by Harbin Hotel are mainly individual customers, accounting for 35% of the guests; Followed by tourists, accounting for 26% of the guests, indicating that Harbin's current hotel business is mainly aimed at individual and domestic and foreign tourists. 65,438+06% of customers stay for the purpose of attending meetings, business negotiations and training, 65,438+03% of government agencies and units, and 65,438+00% of other consumption forms. It is worth noting that in recent years, the consumption for the purpose of attending conferences, business negotiations and company training has increased, which reminds hotel operators that how to provide better operating conditions for these prospective customers and seize the limited customers of many hotels will be an important strategy for hotel profit growth.

According to the survey of hotel customers' age, the customers are mainly young and middle-aged, but there are also many young and old customers. There is no clear distinction between the occupations of consumers, from business owners, individual bosses, government officials, company managers, professional white-collar workers to students. The consumption characteristics of customers are mainly tourism consumption, public money consumption, business consumption and accommodation and catering, among which tourism consumption and business consumption are the main ones.

As for the choice of hotels in the staying area, according to the data analysis of the staying customers, generally speaking, as tourists, they want to stay in hotels with convenient transportation, convenient access to all directions and convenient places to go. 2. Shopping is convenient, and you can choose some special items as souvenirs at any time. According to this standard, hotels in the city are its first choice. Such as nangang district, or Central Street and its vicinity. Songbei District is also the second largest economic and technological development zone in recent years, and its economy is developing rapidly. According to the information analysis of hotel guests in this area, the hotel in this area has a short construction time, advanced facilities and relatively new facilities, and the opening of the Second Ring Road has played a role in fueling the development of the hotel industry in this area. With the continuous construction and maturity of the economic and technological development zone in this region, more and more enterprises from outside the province will invest and develop here, which will directly stimulate the development of the hotel industry in this region.

Third, the profit model of the hotel

1. In the economic competition characterized by excess hotel products, brand competition is its main performance. In addition, the promotion of brand value can make the intangible assets of hotels appreciate rapidly. Products with well-known brands can get higher price recognition, consumers are willing to pay higher prices than other products to buy products with well-known brands, and hotels can get greater benefits.

2. Brand innovation profit model is the best long-term profit model for hotels. The development and innovation of hotel brand can be divided into three stages: hotel brand construction, hotel brand expansion and hotel brand maintenance.

First of all, make clear the brand's personality and development direction through brand positioning; Through brand creativity, design a unique concept and brand name and logo; Through brand image construction, good brand information will be disseminated to consumers, and customers' positive cognition and evaluation of tourism brands will be strengthened.

Secondly, the hotel brand expansion must be implemented, that is, after the hotel successfully shapes the brand, in order to make the brand develop continuously, the corresponding brand deepening development strategy should be adopted. The extension and expansion of hotel brand emphasizes the full development and utilization of a brand resource realized by the hotel, which makes the brand life prolonged, the brand value increased and the brand market share expanded. In the early stage of its development, large international hotel groups usually only develop a single linear extension of their core brands for a certain grade of hotels, forming a product line. The profit of brand series consists of profit points.

Thirdly, corresponding to the internal growth of enterprises is external expansion, that is, making full use of external resources and strength, expanding the industrial scale through capital ties, mergers and acquisitions, management contracts, franchising, strategic alliances, etc., and forming the development path of hotel groups. External expansion is the most common expansion mode of modern enterprise groups, and it is also the way to form the rapid growth and profit of the group.

Fourth, marketing strategies and methods

1, advertising strategy

Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual knowledge of the hotel. Let consumers realize that we provide him with a place to enjoy life. You can find the hotel environment and location in newspapers, internet and videos to attract consumers to patronize. Let customers get a kind of "noble" satisfaction psychologically.

2. "Hotel VIP Club" Form

In concept understanding, the 80/20 rule is adopted, and customer share and loyalty are put in the first place; The goal is to fully tap the maximum market potential of the hotel from its characteristics. There is often a structural relationship of mutual penetration and support between club members and club organizers. There is not only a trading relationship between them, but also a solid foundation of partnership, psychological relationship and emotional relationship, so this marketing system is not a structural relationship that competitors can easily get their hands on.

3. Internet sales methods

The hotel's network marketing is mainly based on direct sales. Hotels began to focus on optimizing websites and website promotion methods. The informatization of hotel groups must aim at the trend of centralization. With the rapid development of the Internet and the trend of networked consumption and life, more and more travelers book their rooms through the Internet. At the same time, according to the latest China Outbound Travel Survey Report released by AC Nielsen, the proportion of travelers who book rooms through the Internet reaches 29%. Network marketing has become a new driving force for the development of economic hotel chains in China and the core point of a new round of competition. It can be predicted that in the future, online interactive service will become one of the most concerned hotel services for consumers, and independent booking will also become the mainstream of the market.

Verb (abbreviation of verb) corporate culture and purpose

(1) 1. goal: to become a five-star hotel in Harbin and enter the whole country.

2. Mission: To build an excellent hotel brand with the shortest time and the highest quality.

3. Purpose: To expand the scale of our hotel. Firm my bright future.

(2) Hotel culture:

Hotels without culture can grow, but hotels without culture cannot achieve sustainable growth. First-class hotels do culture and standards, second-rate hotels do the most famous brands, and third-rate hotels do projects and products. Hotel culture is the soul of the hotel, the reason for its existence, the history of its development, the unity of the hotel from top to bottom, from leaders to employees, * * the same vision, * * the same beliefs, * * the same values, * * the same mission and * * the same planning, which are the driving force for its sustainable development. Hotel culture embodies quality, temperament, behavior and life. Hotel culture should be written as well as made. Always adhere to the "hotel is home" heart, smile service, sincere work!