Holiday Inn Marketing Paper

Hotels use all the festivals throughout the year to carry out corresponding marketing, and festival awareness runs through all aspects of hotel marketing. So, how to market Holiday Inn?

First, the meaning of hotel holiday marketing

Time period of hotel holiday marketing Hotel holiday marketing is a special period of hotel marketing activities. At present, there are two understandings of holidays: one is that holidays refer to long holidays in China, such as May Day, November Day and Spring Festival; Another understanding is that except for the long holidays in these three periods, all other Chinese and foreign holidays should be included, such as the Dragon Boat Festival in China, Christmas in the West and so on.

Second, the characteristics of holidays and hotel holiday marketing

Holidays refer to special anniversaries, traditional days of celebration or sacrifice, national statutory holidays or holidays. The ultimate goal of hotel holiday marketing activities is to make profits, and its holiday marketing activities also plan related marketing plans according to the specific characteristics of each holiday. Below, while expounding the characteristics of holidays, the author analyzes the matters that should be paid attention to in hotel holiday marketing, and puts forward some humble opinions for discussion.

(1) There are many kinds of festivals with different meanings. There are many kinds of festivals in China, and each festival has its own unique background and cultural connotation. Therefore, the planning of hotel holiday marketing activities must be targeted, different from festival to festival, and choose the corresponding marketing plan according to different holiday contents.

(2) It varies from person to person. Every holiday is different, and the number of customers involved in each holiday is different. Therefore, the planning of a successful hotel holiday marketing activity should also be targeted accordingly. In today's increasingly fierce market competition, hotels must seize the opportunity, strive to open up the market and do a good job in marketing activities every holiday.

(3) There are more holidays, and there are more opportunities for hotel holiday marketing. China's legal holidays can account for about 1/3 of the whole year, reaching 1 15 days, and counting the paid vacation time of workers from 5 days to 15 days a year, we can see the number of holidays in China. There are more subjects and more opportunities to choose, but everything has two sides. At the same time, the arrangement and decoration of every festival are frequent, especially in the holiday-intensive gatherings, the hotel must arrange and replace the decoration frequently, which invisibly increases the cost, so this is also a very noteworthy problem in the planning of hotel holiday marketing activities.

Third, the hotel holiday marketing countermeasures

On this basis, the connotation of hotel holiday marketing is analyzed, and the problems existing in the marketing process are put forward. How to take holiday marketing as an opportunity to successfully plan hotel holiday marketing activities, and then enhance the comprehensive competitiveness of hotels, will be a hot issue of concern to businesses. During the hotel vacation, we should also pay attention to market segmentation, which is the basis for the hotel to choose the target market and lays a solid foundation for its operation.

(1) Scientific planning to cope with the changes in the holiday market. Facing the holiday market with unlimited business opportunities, the competition in the hotel market is becoming increasingly fierce. Hotels must make scientific planning and formulate scientific plans to deal with the holiday market. First of all, we should do a good job in the preparatory work, fully carry out market research and forecast, so as to mobilize relevant personnel for scientific planning and budget; Secondly, it is necessary to arrange the proportion of tourists reasonably, and make careful activity plans and emergency plans in emergencies.

(2) In line with the principle of innovation and development, dig deep into the cultural connotation. Every festival has its own unique cultural connotation. We should constantly explore the culture of each festival, strive for innovation, and make hotel holiday marketing activities more energetic and vital. For example, the Spring Festival in our country emphasizes auspiciousness and celebration, so we should speak auspicious and wishful language when meeting in festivals, and fish dishes are indispensable for food, which means more than one year.

Besides, don't dwell on excavating cultural connotation? Love the new and hate the old? Marketing cycle. We can't just focus on developing new customers and ignore old customers. Therefore, in holiday marketing, we should not only develop new customers, but also take care of the needs of old customers, especially those loyal customers, and fully get the affirmation of these loyal customers. Another reason for paying attention to old customers is that it promotes new customers to become repeat customers. Zhejiang International Hotel is a good example. On 20 13? National day? And then what? May day? During the small holiday, Zhejiang International Hotel found another way and customized innovative solutions for the hotel holiday market. The plan is to put the VIP application form and holiday greeting cards in the guest room. More than 600 VIP cards have been distributed in this activity.

Later, relevant statistics show that up to now, about half of these 600 VIP cards have been used back. With the implementation of this plan, Zhejiang International Hotel has positioned more than 300 effective tourists, which has enabled the hotel to open up new markets and effectively maintained the stability of hotel holiday tourists.

(3) Vigorously expand market information channels and grasp the market initiative. No matter in the formulation of marketing plan, the implementation of the plan and the feedback of opinions, it is inseparable from the support of a lot of information. Of course, hotels are the same. If hotels want to be in an invincible position in the market competition of holiday marketing, they need to obtain a lot of market information. There are two main types of information, one is internal information flow and the other is external information flow.

Information about the equipment used by the hotel, human resources information, financial information, etc. It belongs to internal operation information. Customer market, enterprise competitors, partners, industry itself, relevant policies, weather conditions and other information belong to external operational information. What needs to be pointed out here is that the hotel should pay special attention to the customer's market information (that is, the customer's psychology, preference and motivation). In this era of rapid development of information, the competitiveness of enterprises depends in part on the speed and quantity of information. Because the sensitivity of market reaction, the speed of research and the resistance of the market will all depend on the hotel's ability to obtain information.

How to get more information has certainly become our concern. Hotels can exchange effective information with other hotels through industry gatherings, and can also communicate with various media irregularly as a powerful information source to obtain information in time. Of course, there are other channels to obtain information, such as: often contacting major online reservation centers to inform the hotel room status in time, which is also an important way for us to obtain effective information.

(4) Strengthen staff training and improve the comprehensive quality of on-the-job staff. The ultimate goal of marketing activities is for enterprises to realize the sales of products and services in order to obtain profits, and holiday marketing of hotels is no exception. The implementation of the activity is inseparable from the joint efforts of all staff.

Therefore, hotel marketing must put the training of on-the-job personnel on the agenda and improve the personal quality of relevant personnel. The improvement of the quality of service personnel will be conducive to the smooth service work, thus leaving a good impression on tourists, and a good reputation will be conducive to the improvement of occupancy rate, thus achieving the ultimate goal of hotel marketing. In addition, we should also pay attention to mobilizing the enthusiasm of employees. Rosenpass, president of Rosenpass Tourism Management Company in the United States, put forward a new service concept. What does he think is the success of the enterprise? Employees first, customers second? .

Now this view is gradually recognized by the industry. ? Full marketing? It is a new concept commonly used in the marketing field at present, which is consistent with attaching importance to the position and role of every employee in the hotel and creating a harmonious internal cooperative relationship. In the process of holiday marketing of hotels, what are we facing? External marketing? At the same time, we must also face the employees of the enterprise? Internal marketing? Put it on the agenda to some extent. Full marketing? It is the combination of hotel internal marketing and external marketing.

The relationship between hotel and customers will be more stable and lasting through employees spreading the corporate culture and product characteristics of the hotel, which can solve the contradiction of large gap between holiday and non-holiday markets in hotel holiday marketing in a certain sense. Through the improvement of the quality of all employees and the strengthening of service awareness in marketing activities, the contradiction of large gap in service quality can be solved, and the sustainable development of the hotel can be promoted with high-quality service and market reputation.

(5) Pay attention to innovative products, and bring sustainable and multifunctional hotel products to the hotel, especially during holidays, to meet the accommodation and catering services of customers. Accommodation passengers not only need to eat and live in hotels, but also have other needs, such as fitness, health care, entertainment, beauty, work, business and so on. Therefore, the new products provided by hotels during holidays should not only pay attention to these basic service functions, but also have more additional functions during holidays, so as to facilitate consumers, meet the diversified needs of guests during holidays, and also bring huge benefits to hotel marketing.

Innovating hotel products with national characteristics, the hotel will receive guests from different countries on holidays. Hotels should respect the beliefs, cultures and traditional customs of their guests, but on the other hand, we should also see that the more national and international things are, the more customers like them. Therefore, hotels are conducive to innovating products with national characteristics on holidays, and they should also pay attention to their design, image and style to cancel products.

(6) According to the characteristics of the hotel, according to Philip? According to kotler's idea, a hotel should develop marketing materials and activities during holidays, so as to make a profit in marketing. Therefore, when making marketing strategies, marketing managers must make use of the extractability of marketing combination factors, pay attention to their dynamics, make the best collocation, and form the overall marketing synergy. This kind of marketing is the best on holidays. However, sometimes we should seize the best business opportunities.

Fourth, summary.

In a word, the hotel uses all the festivals throughout the year to carry out corresponding marketing, runs through all aspects of hotel marketing, and makes full use of festivals as a means to meet consumers' holiday needs to effectively carry out marketing activities. Seize the opportunity of the hotel's future development, and provide customers with the products they need, further deepen customers' good impression of the hotel and enhance the brand image of the hotel.

At the same time, the scientific holiday marketing activities of hotels will promote a virtuous circle within enterprises and help promote the development of hotel economy. With the opportunities and challenges brought by holiday marketing to hotel marketing behavior and marketing concept, we have a more scientific understanding of hotel marketing, enhanced the initiative consciousness of marketing, and strengthened the unique sensitivity of holiday marketing, which can effectively stimulate the initiative of hotel enterprises in China and creatively carry out the organization of holiday marketing.

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