How to do a good job in hotel holiday marketing

Compared with the usual routine marketing activities, the holiday marketing of hotels has the effect of getting twice the result with half the effort, which is a comprehensive behavior in the strategic and tactical sense. Among them, improving hotel brand awareness has macro-strategic significance, while improving hotel financial sales in the short term has micro-tactical significance. Therefore, the holiday marketing of hotels is an organic combination of strategic deployment and tactical implementation. First, the connotation of hotel holiday marketing ● Time period of hotel holiday marketing From an economic point of view, holiday is a special event, so hotel holiday marketing can be understood as one of the branches of event marketing. At present, there is a narrow and broad understanding of holidays. In a narrow sense, holidays are just holidays in China. Correspondingly, holiday tourism mainly focuses on the Golden Week-Labor Day, National Day and Spring Festival. In addition, festivals in a broad sense also include all festivals in China and foreign countries, such as the traditional Mid-Autumn Festival in China and Valentine's Day in the West. The author believes that the understanding of holidays must be flexibly expanded in thinking, seeking more breakthroughs and creative cornerstones for hotel holiday marketing. ● Behavioral characteristics of hotel holiday marketing At present, the impression of the consumer market on hotel holiday marketing is still a few days before the festival. The hotel carries out surprise sales through hype, various preferential activities or other creative activities. However, the number and duration of holidays are limited after all. This kind of surprise behavior, which lacks preparation in the early stage and continues in the later stage, gives consumers the feeling that they are coming and going in a hurry. At best, it can only form a short-term tactical effect and lack a solid foundation guarantee. Therefore, from a strategic point of view, the holiday marketing of hotels should not only stay in holiday promotion, but should be based on the overall marketing concept of hotels and integrate internal and external resources, so as to make it an intensification and continuation of non-holiday marketing activities in a specific period. ● The internal driving force for the development of hotel holiday marketing. To investigate hotel holiday marketing, we must analyze two pairs of contradictions: the contradiction between holidays and non-holidays; The contradiction between price and quality. Two pairs of contradictions are interrelated and mutually restricted. The contradiction between holidays and non-holidays is mainly reflected in the contradiction between hardware facilities and software services, the shortage of holidays and the oversupply after holidays. The high-load operation of hotels may lead to price increase and quality decrease, which makes the contradiction between quality and price particularly prominent in holiday marketing. Balancing and solving the contradiction between holidays and non-holidays, price and quality is undoubtedly the biggest challenge for the success of holiday marketing. Second, the four countermeasures of hotel holiday marketing On the basis of scientifically examining the connotation of holiday marketing, how to use holiday marketing to enhance the competitiveness of hotels has become a hot issue in the hotel industry. ● Scientific planning, responding to changes in the holiday market, and the arrival of many holidays have stimulated the travel motivation of potential tourists. Faced with the attractive holiday market, many hotels have their own strengths and intend to occupy a larger market. For hotels, it is very important to make a scientific plan to deal with the changes in the holiday market: do a good job in market research and forecasting; In order to carry out scientific planning and budgeting in organization, finance and personnel; Reasonably formulate the distribution ratio of tourists, formulate detailed activity plans and countermeasures to deal with emergencies. When many hotels implement holiday marketing plans, it is easy to fall into the marketing cycle of "liking the new and hating the old". It has seized the "new territory" and impacted the "inherent territory". Therefore, in holiday marketing, we can't ignore the needs of original customers, especially loyal customers, and make appropriate reservations for them to ensure the satisfaction of these customers. Paying attention to another function of existing customers will help new customers become repeat customers. Zhejiang International Hotel provides us with a good reference in this respect. Last year, during the "May Day" and "National Day" holidays, the hotel innovatively worked out a plan to maintain the holiday market, and placed holiday congratulatory letters and VIP card application forms in the guest rooms of the executive building, and distributed more than 600 VIP cards. According to incomplete statistics, more than 300 VIP cards have been used back so far. In this way, the hotel has locked in more than 300 repeat customers. The hotel not only opened up a new holiday market, but also successfully maintained the stability of holiday tourists.