The hotel’s annual holiday activity plan

At the beginning of the year, catering sales in major hotels entered a golden period. New Year, Spring Festival, and Valentine’s Day have become the best times for consumers to spend intensively. Major hotels have formulated various marketing plans and tried their best to attract customers, so as to take advantage of the last opportunity of the year to improve efficiency and get a good start to next year's work. Looking at the implementation over the years, we can find that today's catering marketing seems to have entered a misunderstanding: festival marketing is all about activities. Each hotel is launching activities, and the prizes are getting more and more bizarre, even reaching tens of thousands of dollars in computers, etc. These activities will undoubtedly have miraculous effects when held. The hotel is booming for a while, and the guests are packed with guests, but once the activity is over, there will be no more. Become deserted. Therefore, it is necessary to put forward a marketing plan that meets market demand and lay a solid foundation for the hotel's operations in the next year from a long-term development perspective. The following discusses the main strategies for holiday catering marketing from six aspects. First, according to the different composition of the customer source market, carry out product integration and launch a product combination that meets market demand. Catering marketing. In the final analysis, marketing is the hotel’s main products, namely dishes, drinks, services and intangible brands and culture. During the holidays, whether it is a star-rated hotel or a small roadside restaurant, socialized mass consumption will become the mainstream. Family dining and gatherings of relatives and friends are the main source of customers at this stage. Then, hotel products should mainly meet the needs of such guests. The dishes should be light in taste, suitable for all ages, large in quantity, and moderately priced. It should also launch banquet meals of all levels in a timely manner, with special dishes and signature dishes interspersed here. , new dishes, etc., so that consumers can fully understand the level of the hotel's chefs, and promote the establishment and promotion of the hotel's image and brand. This is the main purpose of festival marketing and is also a theme item in many catering events. Second, marketing activities are required to have prominent themes and distinctive cultural characteristics. The organization of marketing activities is the main manifestation of holiday marketing and the main way to create a festive atmosphere. Due to the different backgrounds of these festivals, the distinctive differences between Chinese and Western cultures need to be revealed in the process of marketing activities. For example, there should be differences in the layout of the restaurant, the design of the dining table, the printing of the menu, the background music and lighting, and the content of the activities. In this regard, the practices of many hotels are worth advocating. During the Christmas period, various activities include Christmas tree decoration, Santa Claus distributing gifts, and children's choir performances; during the New Year and Spring Festival, activities such as hanging red lanterns, pasting the word "福" upside down, counting down the clock in the early morning, and issuing red envelopes are the main activities; On Valentine's Day, roses, chocolates, candlelight dinners, violin accompaniments, etc. are the main marketing expressions. In the process of this series of activities, we must grasp the principles of "authenticity" and "original flavor". Third, the promotion methods must be flexible and diverse. In the past, “discount” has been the main method for catering promotions. In fact, if you carefully understand the psychology of customers during festivals, you will find that discounts are not the biggest psychological need of customers. Therefore, discounts should not be used as a means of holiday promotion. Of course, it is still necessary to appropriately introduce some preferential measures for guests who come to dine in the store during the holidays. For example, issue "coupons", give away dishes and drinks, flowers and books, special products (for example, many hotels make some special New Year goods before the festival, such as pasta, rice cakes, dumplings, etc.) or some souvenirs with Chinese characteristics. These means can not only reduce costs, but also improve the cultural taste of the hotel. For those foreign guests staying in the hotel, it is a precious gift that even ordinary guests will not throw away. In addition, some hotels are innovative and have launched a "reservation chef service", where expert hotel chefs come to prepare New Year's Eve dinner. Therefore, for hotels that often implement discount promotions, they might as well change their thinking and use differentiated strategies to develop targeted promotion plans. Fourth, pay attention to service details and highlight humanized services. Among the target customers for holiday consumption, many are family members, old and young. They have very high requirements for catering products and unique service requirements. Therefore, in marketing planning, service should be designed as an important product component, including service procedures, operating skills, detail requirements, etc., which should be different from ordinary dining guests. Menus targeting special customers such as the elderly, children, and couples should also have special features. These tasks must be well arranged before the launch of marketing activities, especially the training of service personnel should start early. Due to the insufficient number of employees during the holidays, coupled with a small number of temporary service staff, these have brought certain difficulties to management.

Therefore, improving on-the-job personnel's work commitment, improving service skills, and enhancing service awareness have become the main contents of service training. Of course, the hotel should do a good job in providing logistical support to these employees to ensure that employees can work in holiday catering service positions with a good attitude. Fifth, establish an emergency response system. Since the composition of the customer base during the holidays is more complex, customers are more relaxed during their official vacations, and drinking is indispensable during the holidays. In this way, emergencies will be inevitable. produced. In marketing planning, response measures in this area must be established early. For hotels of different sizes, this coping mechanism should be established and functional over the long term. Sixth, carry out customer tracking and cultivate long-term customer sources. The purpose of holiday marketing is firstly to improve economic benefits in the short term. Secondly, we must use this marketing event as an opportunity to develop potential customers, cultivate a long-term customer source market, and drive future sales throughout the year. Work, this is the hotel's more important marketing plan. After the holiday sales, the hotel should conduct return visits in an organized manner, continuously communicate with guests, understand the dining experience, and master the dining process, so as to further deepen the customer's impression of the hotel and enhance the hotel's brand image. Through the analysis of guest dining satisfaction, the implementation effects of marketing activities are summarized to provide experience materials for future marketing work.