Theme hotel marketing planning plan

Theme hotel marketing planning plan (general 6 articles)

In order to ensure that things or work are carried out smoothly, it is often necessary to formulate a plan in advance. The plan is based on the purpose, requirements, methods, methods, and progress. A written plan for arrangements in other aspects. What issues need to be paid attention to when formulating a plan? Below is the themed hotel marketing planning plan I compiled for you (6 general articles). I hope it will be helpful to you.

Theme hotel marketing planning plan 1

1. Theme product marketing

Theme products refer to the products designed and provided by the restaurant around the established theme to meet people's needs. A general term for physical products and intangible services. It includes three levels, namely the core part (physical products and services), the appearance part (style, features, quality and reputation) and the extended part (preferential terms, promotion methods, payment terms, etc.). The focus of theme product marketing is to achieve differentiation of theme products as the center, and sell as many products as possible through marketing methods such as improvement of original theme products, development of new theme products, or value extension of theme products, in order to obtain more products. High sales or profits. Therefore, product differentiation is crucial.

The so-called product differentiation means that the restaurant relies on its own management advantages, service advantages and technical advantages to design and produce products that are superior to similar products in the market in terms of function, quality, price, appearance and service methods. product. It emphasizes that restaurants must design according to the theme and provide distinctive products or services to guests to create unique value for guests. The ways for themed restaurants to implement product differentiation strategies include product quality differentiation, product function differentiation, and product appearance differentiation. , differentiation of service content, differentiation of service process, differentiation of service environment, etc.

2. Theme brand marketing

The focus of theme brand marketing is the restaurant brand with theme products as the carrier , it no longer only values ??product sales, but focuses on the establishment and development of theme brands. The creation of a theme brand helps to improve the restaurant's market control and the market penetration of new products. A deeply rooted brand not only means regular and continuous purchases, but also means higher profits. From a competitive level, theme brand marketing has risen to brand competition. This is a higher level of competition, which indicates the further expansion and maintenance of customer interests. At this stage, the theme restaurant should carry out theme brand image planning. Brand image planning refers to the staged planning and management of the long-term development of the brand, which can be divided into brand awareness management planning and brand credibility management planning. In the early stages of brand establishment, theme restaurants should focus on brand awareness management planning, that is, using a distinctive theme brand as the main line in product features, service processes, service forms, service details, clothing selection, and event organization and planning, while relying on the public The power of media, comprehensive advertising and the geographical location closest to target customers enable potential customers to understand and remember their logo and featured products.

For example, the Atlantic theme hotel operated by Sun International Resort Company has specially hired 30 experts to respond to guests’ inquiries about the mysterious Atlantic Ocean at any time, and has also set up some thrilling and novel entertainment projects to allow guests to form a romantic atmosphere in the entertainment. The recognition of the Atlantic brand led to the successful creation of the Atlantic theme brand. After gaining high visibility, the restaurant should turn its energy to the next planning stage, which is to use interpersonal communication methods, such as word-of-mouth and personal promotion, to help customers form a good opinion or impression of the brand. Therefore, restaurants should be strict with themselves internally and continuously create favorable reputation; externally, they should use mass media and interpersonal communication to speed up the expansion of reputation. Theme hotel marketing planning plan 2

1. Time:

September 29th---October 5th

2. Activity content:

Housekeeping Department:

1. During the National Day holiday, if you stay in the VIP building and executive building of the hotel at the retail price, the hotel will give you a welcome fruit.

2. During the National Day holiday, anyone who stays in any room type of the hotel at the retail price can enjoy a free sauna session. At the same time, a 10 yuan voucher for the sauna department will be given, which can be used as cash when enjoying foot massage services in the sauna department. .

3. During the National Day holiday, self-driving tourists who stay in any room type of the hotel at the retail price can enjoy free car wash service (only for small cars)

Catering Department:

1. During the National Day holiday, guests who dine at lunch or dinner with an amount of more than 20 yuan (excluding discounts) will receive a China Welfare Lottery scratch-off ticket. A surprise grand prize of 20,000 yuan is given to you!

2. Book a wedding banquet to enjoy the following activities:

For tables of 10 or more, free mulberry cleaning service and foot massage are provided, limited to two people.

For more than 20 tables, a standard hotel room will be provided.

For more than 30 tables, a hotel voucher of 500 yuan will be given.

Note: Reservations are subject to deposit payment

3. During the National Day, anyone who consumes in the catering hall can enjoy the special offer of 1 yuan/bottle of beer. Theme hotel marketing planning plan 3

1. Overall goal

Through Christmas and New Year’s Day planning activities, expand the hotel’s popularity, strengthen emotional connections with business customers, and guide residents in surrounding areas Catering consumption, thereby achieving certain economic and social benefits.

2. Planning content

(1) Christmas and New Year’s Day activity arrangements

1. Golden egg smashing date: January 1, 2xxx - 2xxx January 10, 2020

Time: 12:00 to 13:00 noon, 18:00 to 21:00 in the evening Venue: South Lobby of the hotel

Format:

(1) Entertainment activities drive guest room catering promotions

(2) New Year’s Day publicity arrangements

TV stations, radios, newspapers, leaflets, mass text messages, and city LED publicity< /p>

1. Media: "Zhangjiakou Daily", "Zhangjiakou Evening News", "United Information", Zhangjiakou Radio Station, promotional leaflets, mass text messages, etc.

2. Publicity methods: event introduction, programs Highlights, news follow-up interview reports, event special reports, event recording reports, venue pictures and text reports, etc.

3. Publicity time: December 26, 2xxx - January 10, 2xxx

(1) Newspaper: "Zhangjiakou Daily" announcement, introduction to various activities. "Zhangjiakou Evening News" published announcements, news reports and on-site pictures a total of five times. (Follow-up) "United News" featured and news reports three times to strive for front-page publicity.

(2) Zhangjiakou Radio Station: With the theme of "Christmas Masquerade", a program is launched to promote Zhangjiakou International Hotel, 5 times a day, 20 seconds each time.

(3) Northern Enterprise Network, Zhangjiakou International Hotel website, and WeChat platform broadcast relevant news, introduce the overall situation, and cooperate with more than five promotional pictures.

(4) Introduce the event in the form of news announcements, carry out intermittent publicity during the advertising time every day from December 26 to 10, 2xxx, and conduct one or two follow-up reports on the preparations for the event. A special report will be made after the event is recorded live.

(5) Print 5,000 leaflets for distribution throughout the city.

(6) Carry out mass SMS promotion for high-end customers.

(7) Produce LED advertisements in the city and promote them on a rolling basis for one month.

Activity theme: Celebrate New Year’s Day, smash golden eggs, and happily win big prizes.

Activity time: January 1, 2xxx - January 10, 2xxx: 12:00 to 13:00 noon, 18:00 to 21:00 in the evening

Activity Content: From 12:00 noon on January 1, 2xxx to 21:00 on January 10, 2xxx, guests who spend more than 2,000 on food and beverages and stay in their guest rooms for more than two nights during the event period can check out. Get a lucky golden egg card at the cashier. There is a limit of 50 golden eggs per day. With the lucky golden egg card, you can go to the golden egg forest in the lobby to get a lucky hammer from the staff, choose the number of golden eggs you like, and smash it with all your strength. Suddenly golden flowers splashed everywhere, and luck came in an instant, bringing holiday blessings and condolences to the guests who came to the hotel to spend money. Guests can go to the mall with the dropped prize card to claim the printed prize.

On-site layout and prize details are attached:

Awards and prizes:

2 special prizes (2 standard room experience vouchers worth 480 yuan each)

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4 first prize winners (prize: 1 RMB 480 experience coupon for a standard room)

8 second prize winners (2 hotel buffet coupons as prize)

30 third prize winners (prize: 1 hotel barbecue buffet coupon)

Lucky prize hotel business gift (hotel barbecue buffet 28 yuan voucher or a stuffed toy) themed hotel marketing planning plan 4

1. Purpose of the event:

In order to thank new and old customers for their strong support to our hotel, we will use the favorable business opportunities of New Year's Day to give back to our new and old customers to stimulate their continued consumption. , in order to achieve stable growth of my hotel's turnover, and ultimately achieve better profit goals.

2. Event time:

January 1, 2xxx

3. Event location:

Chinese and Western restaurants and guest rooms

4. Theme slogan:

Meet on 2xxx, get together at Regent

5. Activity content:

(1) Western food: < /p>

1. Customers who consume Western food on New Year’s Day will receive an Olympic commemorative card (made by themselves).

2. Customers who spend more than 300 yuan at one time on New Year's Day will receive a Western-style breakfast coupon for one person.

3. Customers who spend more than 600 yuan at one time on New Year’s Day will receive a discounted room coupon (with this coupon, you can get a 40% discount on the retail price).

(2) Chinese food:

1. Customers who consume Chinese food on New Year’s Day will receive an Olympic commemorative card.

2. Customers who spend 500 yuan in the Chinese restaurant hall on New Year’s Day will receive a Western breakfast coupon.

3. For a one-time consumption of RMB 1,000 in a private room, you will receive a cash coupon with a face value of RMB 100 (this cash coupon can be spent at any business area of ??the hotel).

4. If you spend x yuan at one time on New Year’s Day, you will get a VIP card as a gift.

5. If you spend 3,000 yuan on Chinese food at one time on New Year’s Day, you will get a free standard room for one night.

6. If you spend 1x yuan on Chinese food at one time on New Year’s Day, you will get a free ticket for 2xxx (see the Olympic ticket price list for details, which is attached and to be determined).

(3) Guest rooms:

1. All customers who check in the guest rooms on New Year’s Day will receive an Olympic commemorative card.

2. Individual guests staying in a guest room on New Year’s Day will receive a 20% discount on the retail price, and will receive a free fruit basket and a breakfast coupon.

3. Those who book 8 rooms at a time on New Year’s Day will receive a 2xxx ticket.

6. Event advertising methods:

1. Advertising:

(1) Three pop billboards: one in the lobby, one at the Chinese food entrance, and one for Western food Entrance piece. Place a banner on the hotel door. The content is: Meet in 2xxx, meet in xx!

(2) Design and produce 1,000 color leaflets (specific content samples are attached).

(3) Design and produce Western breakfast coupons (Western food comes with breakfast coupons).

(4) Design and produce room coupons.

(5) Design and produce cash coupons.

2. Word-of-mouth publicity: Sales

Sales department and sales department, with the sales department as the main one and each sales department as the supplement.

3. SMS promotion: Managers of each department of the sales department and sales department use mobile phone text messages to send information about the event to customers to achieve publicity and attract customer consumption.

7. Venue layout:

1. Hotel periphery:

(1) In the green plant area directly opposite the gate, a countdown to 2xxx is made.

(2) Red lanterns are hung at the hotel entrance and the side door of the Western restaurant to set off the festive atmosphere.

(3) Directly opposite the hotel door, make a "Happy New Year" decoration.

2. Lobby:

(1) Three "x" display racks are placed in the hotel lobby (content 2xxx World Expo schedule, one for the entire event.)

(2) Based on the original Christmas house, decorate it with "Haibao" (2xxx World Expo Haibao) and related accessories.

8. Division of responsibilities and completion time:

1. General Commander: General Manager x

2. General Execution and Coordination: Deputy General Manager x

3. Layout (completed before December 28, 2xxx): Marketing Department, cooperation with various departments

4. Planning and publicity (completed before November 30, 2xxx): Marketing Department is responsible Design and production of various advertising campaigns and tickets.

6. Procurement (completed before December 1, 2xxx): The Finance Department is responsible for the purchase of items for this event, and the art team will follow up.

Note: Expo tickets need to be followed up and implemented by the Finance Department to ensure that the tickets can be successfully delivered to guests on the same day.

9. Purchase order for items:

1. Some Haibao products; 2. Some World Expo souvenirs;

3. Some World Expo tickets (reservation required in advance);

4. Three "x" display racks;

5. One label;

6. Colorful leaflets

10. Cost budget:

1. Some Haibao items are about 650 yuan;

2. Some World Expo souvenirs are about 1,000 yuan;

3. World Expo Several tickets are about 3,000 yuan;

4. Three "x" display racks are about 180 yuan;

5. One cloth label is about 70 yuan;

6. Color leaflets are about 550 yuan.

Total: 5,450 yuan theme hotel marketing planning plan 5

Event time:

At 21:00 on the evening of January 1 (soliciting opinions) event theme: "Happy Celebrating the New Year’s Day of 2xxx, love me The Lido Holiday Hotel office decided to hold a New Year's Day party with the theme of "Celebrate the New Year's Day of 2xxx, Love Me Provide a broad stage, and I hope that through this party, everyone will work together to do a better job, contribute more to our "home", and also provide a generous gift to Holiday Inn X in 2xxx. The following arrangements are now made for the planning and preparation of the party: (Note: All departments of the hotel are required to produce programs)

Program list:

(1) Opening remarks of the host: First of all, thank you Dear guests, New Year's Day is the beginning of a new year. I wish you all the best in the new year. I hope you all have a good time at the New Year's Day party. Dear leaders and colleagues: Good evening, everyone! Time flies, stars change, the glorious 2015 is about to pass, and 2016, full of hope and challenges, is quietly approaching. Our Holiday Inn staff gathered here to celebrate the upcoming New Year's Day!

(2) Introducing the guests present: Speech by the leader of Holiday Inn (asking for opinions)

(3) Program start sequence: for example:

1. Solo "xx" Performer: xx Props: One microphone

2. Solo "xx" Performer: xx Props: One small microphone.

3. "xx" performer: xx

4. Drumming and balloons

Props: drums, 6 balloons, program notes

5. Solo "xx" Performer: xx

6. Running with table tennis balls

Props: 12 wastebaskets, 6 balloons, 120 balloons, intelligence 6 quick-answer questions

7. Action simulation props: school bag, 8 stools

8. Song relay props: six songs

9. Lucky draw< /p>

Props: lottery box, two decks of playing cards, 3-4 stools

Note: The first stage: a party mainly focusing on fun games;

Activity content:

5-6 simple, interesting and competitive games with strong audience participation (such as drumming and passing the ball, simulated movements, running with the ball, 100-second challenge, etc.), interspersed with 3 - 4 popular small programs (such as break dancing, guitar playing, singing, etc.), and the first, second, and third prizes will be drawn every half hour during the event. Each student participating in the game will be awarded corresponding prizes based on their competitive results. Scene layout:

1. In order to improve the participation and competitiveness of the game, the scene will be divided into six groups according to the placement of tables and chairs.

2. While the party was in progress, service staff took trays to add fruits, drinks and snacks to everyone.

Game items:

Beat the drum and pass the ball. It is carried out 6 times, and the specific number is determined by the host according to the number of people present and the atmosphere at that time. The scene starts with exciting drum music (you can consider using live background stage drum music). Balloons are passed around by clapping hands in the audience. If the music suddenly stops, whoever the balloon is passed to or who bursts the balloon must perform a short show on the stage. . If a balloon falls into the field during the process and a dead ball is formed, the last person who touches the balloon also needs to perform the show (the host must pay close attention here, otherwise he may not be able to explain clearly). In the end, these 6 people performed the show alone.

Props: Drums, 6 balloons, program notes

Prize budget: All performers will receive prizes, prizes (towels, toothpaste, toothbrushes, soap, shampoo);

Budget: balloons (￥), food (sugar, sunflowers, peanuts ￥), prizes (￥), banners (￥), etc. The budget is about 350 to 400.

Note: (The above activity planning plan may have some imperfections or inadequacies. We hope it will be decided based on the actual situation of the hotel.) "Celebrating New Year's Day 2010, Love Me x" New Year's Day Party!

A. Group photos of distinguished guests participating in the event with calligraphers and painters

B. The style of xx hotel (employees, bosses, social activities, such as leadership visits, donation receipt enlargements, honors, etc. )

C. Photos and remarks of the VIPs interviewed (the interviewer agrees to do so)

Back cover: Same as the front cover, plus address, phone number, website, email, QQ and other contacts Tool Printing Quantity: All participants must have. Others are subject to availability.

News communication of the event: After the event, you can entrust a news unit to report on the topic of xx Hotel’s emphasis on cultural construction. Theme hotel marketing planning plan 6

Theme culture marketing

Theme culture is something that guides consumers’ purchasing behavior on a deep level. It consciously or unconsciously affects people’s consumption in restaurants. conduct and content. Theme culture uses theme products as the carrier and is expressed through other methods such as etiquette, systems, behavioral patterns, consumption procedures, and the cultural atmosphere formed by colors and sounds. As a higher-level theme marketing method, the focus of theme cultural marketing is no longer a specific product or a certain brand, but the culture contained in the theme. Its fundamental purpose is to satisfy people's inner desires and needs through carefully designed theme products and appropriate theme promotion activities, based on understanding the impact of a certain culture on customer consumption behavior, so that customers and restaurant operators can achieve a kind of mutual understanding. In the spirit of peace, what customers gain during the consumption process is not only a kind of material benefit, but also a kind of cultural exchange and spiritual pleasure.

The core issue facing theme cultural marketing is how the restaurant can achieve cultural harmony with customers and enter their hearts. This is actually a problem of cultural affinity. Restaurants can generally improve cultural affinity through the following three ways:

(l) In-depth exploration of the cultural connotation of the theme

The theme itself is a kind of culture. Choosing a certain theme means choosing Manage a certain culture

. The implementation of cultural marketing strategy requires that this culture is not only reflected in the product itself, but also in the entire process of the restaurant value chain. Therefore, on the basis of realizing product differentiation, restaurants should focus on cultivating deeper cultural connotations, scientifically and artistically explore culture, and conduct market research and forecasting, market positioning, product development, pricing, channel selection, promotion, and service provision. In every process, we actively carry out cultural penetration, improve cultural content, and use culture as a medium to build a new mutually beneficial relationship between the restaurant, customers and the public.

(2) Theme brand culture building momentum

On the basis of successfully shaping the theme brand, the restaurant must also be good at borrowing the power of culture to penetrate

and build momentum, such as Establish a good social image through measures such as being enthusiastic about public welfare undertakings, publishing public service advertisements, actively participating in environmental and ecological protection, developing green products, and promoting green services, and gain the trust of the public with the appeal of culture and the affinity of noble culture, and then gain recognition. .

(3) Internal marketing cultural innovation

Culture relies on the service activities of restaurant employees to extradite and spread. In this sense, employees are one of the important carriers of the theme culture. . Therefore, only by doing a good job of serving internal employees, using cultural power to influence and influence employees, and establishing cultural marketing awareness among all employees can restaurants provide reliable backing for effectively exploring external markets. Theme restaurants are a product of the times. As a new type of catering business, theme restaurants will further develop in the future. Distinctive theme characteristics and strong cultural connotation will be the eternal pursuit of theme restaurants. Theme restaurants should rationally use the market strategies of theme product marketing, theme brand marketing and theme cultural marketing to create conditions for survival and advantages for development. ;