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酒店房价提升要做到怎么样才算成功呢?一次成功的客房提价

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-07 15:58:53 查看次数:

酒店房价提升要做到怎么样才算成功呢?一次成功的客房提价
    深圳星级酒店林立,三星级的A酒店只是其中平凡的一分子,但是酒店的整体销售工作是成功的,特别是客房销售在同一档次的酒店中始终独占鳌头,令同行侧目。
    A酒店长期以来高度重视销售工作,仅业务人员就达十几人之多,在深圳酒店业中可能是数一数二的。每天一上班,部门人员开始碰头进行工作分工后,各自外出开展公关销售,下午5点集中返回部门开会,汇报工作情况,解决客户提出的问题,部门布置新任务,提出新要求等等。业务员大部分时间都在外面逐一拜访客户,与客户建立良好的人际关系,同时听取他们对酒店软、硬件服务的意见;适时地推销酒店的新产品和新服务;了解同行业的各种酒店市场经营和营销策略等等。在巩固与老客户关系的基础上,销售部采取地毯的方式不断挖掘新客户。据不完全统计,各类企事业单位、政府机关等与酒店正式签订住房和餐饮消费优惠协议的就达几千家。酒店为协议单位提供住房优惠价,如标准房全价是546元,而协议价仅298元,单人房全价是418元,而协议仅288元等。由于酒店正确的市场定位和合理的客房价格,很多国外商务客人特别是一大批台湾客人始终青睐A酒店。他们认为A酒店的档次和服务与价位相称,而且位置理想,所以生意一直较火。
    然而酒店却面临一个很棘手的问题。酒店当时单人间共有60间,其中有35间是近期装修的,其他25间是较早时期装修的,房间硬件设施设备对比反差较大,而由于历史原因等诸多因素,当时新旧单人间的协议价同样是228元。结果可想而知,旧单间的销售情况不错,而新单人间销售更好,每天上午时段新单间就意见很大,特别是住过新单间的人不愿住同样价格的旧单间。鉴于上述情况,酒店领导及时召集销售部和相关部门经理协商,共同解决这个问题,会上大家畅所欲言,最后得出两种答案:一种认为不能提价,理由是:其一,客户长期以来已认同288元的价格,提价会导致客人不能接受或不满,可能失去部分客户,影响营业收入;其二,客户会认为酒店生意好了之后就不顾及老客户的利益,产生逆反心理,不再支持酒店等等。另一种观点认为可以提价,理由有以下几点:其一,旧单间228元客人已经完全接受,新旧应有一定的差别。其二,新单间销售非常理想,调整30元幅度不算大。其三,顾客倾向认为新单228元价格偏低。其四,酒店利润可大幅度提高,按新单间90%的住房率计算,每间提价30元,一年可多创利344925元,这是一个不小的数字。为谨慎起见,避免决策失误给酒店带来不必要的损失,酒店领导要求销售部门做好全面的市场调研工作。经过15天的努力,反馈回来的各项结果如下:其一:客户对新单间提价普遍有一定的异议。其二,客户普遍认为新单间228元房价是偏低的。其三,客户对新单间的装修风格、档次普遍认同。其四,客户认为新旧单间档次相差太大。其五,部分客户认为新单间提一点价也是可以接受的。
    甚于上述调研,酒店领导几次协商,决定对新单间进行适度提价,调整到258元,同时赠送免费自助早茶。但具体执行须有个时间过渡,让客户有个心理调整和接受的过程,因此让销售部以书面和口头形式通知客户,两个月后开始执行新单间价格,并密切注意观察市场动态,做好相关解释工作。最后事实证明酒店的决策是正确的。
    此次价格调整,说明要正确应用价格策略,一味地降价倾销不见得是一件好事。相反,合理的价格上调应用得当,可以在为企业创造更大利润的同时保持和扩大酒店原有的市场份额。

Hotel Rates upgrading to do how to be successful? A successful room price
    Lined star hotel in Shenzhen, just ordinary part of three-star A hotel, but the overall sales of the hotel is successful, especially in room sales in the same grade hotel always come out on top, so that peer eyebrows.
    A hotel has long attached great importance to the sales, only business people up to as many as a dozen people in the hotel industry in Shenzhen is one of the best. Every day a work, department staff began to meet in the division of work, each to go out to carry out public relations sales, focus returns department meetings to report on the work, to address the issues raised by customers, departmental layout of new tasks, new demands 17:00. Salesman most of the time out to visit clients, to establish good relationships with customers, listen to their hotel, hardware and software services advice; to sell new products and services of the hotel in a timely manner; a variety of business of the same industry and marketing strategy. On the basis of consolidating the relationship with old customers, the sales department to take the carpet continue to tap new customers. According to incomplete statistics, the various types of enterprises, institutions, government agencies officially signed with the hotel housing and food and beverage concessions agreement reached thousands. The hotel price for the protocol unit housing, such as standard room price is 546 yuan, and the agreement price of only 298 yuan, a single room at full price is 418 yuan, while the agreement is only 288 yuan. Because the hotel is the right market positioning and reasonable room rates, a lot of foreign business guests, especially the large number of guests always favor A Hotel. They believe that commensurate with the A grade of the hotel and service and price, and the location is ideal, so the business has been more fire.
    However, the hotel is facing a very difficult issue. Hotel was Single Total 60, including 35 recently renovated, 25 earlier period decoration, room hardware facilities Contrasts due to historical reasons, and many other factors, the agreement of the old and the new Single the same price of 228 yuan. Predictably, sales of good old single room, and the new Single sales better, every day new single of the morning session, great views, especially, lived in single room of people do not want to live in the same price old single room. Given the above, the hotel leaders in a timely manner in consultation convened by the manager of the sales department and relevant departments together to solve this problem, at which we say what the conclusion that the two answers: one that can not raise prices on the grounds that: First, customers have long been agree with the price of 288 yuan, the price increase will lead guests can not accept or dissatisfaction, you may lose some customers, affecting operating income; Second, the customer will take into account the interests of the old customers that the hotel business is not reverse psychology is no longer support the hotel and so on. Another view is that can raise prices for the following reasons: First, the old single room 228 yuan guests have fully accepted the new and old should be some difference. Second, sales of new single room ideal adjustment of 30 yuan magnitude is not large. Third, the customer tends to think that the low price of 228 yuan of the new single. Fourth, the hotel profits can be greatly improved, the occupancy rate of 90% of new single price of 30 yuan each, the annual profit of 344,925 yuan, which is not a small figure. As a precaution, to avoid policy mistakes lead to unnecessary loss to the hotel, the hotel leading the sales department to do a comprehensive market research. After 15 days of hard work, feedback of the results are as follows: First: common objections customers for the new single room price. Second, the customer generally agreed that the new single room 228 yuan price is low. Its customers on the new single room decor, grade generally recognized. , Customers old and the new single grade that much difference. Some customers that the new single mention that the price is acceptable.
    Rather than research, the hotel leading several rounds of consultations, decided to moderate price increases for new single room, adjust to 258 yuan, while giving a free buffet morning tea. But the specific implementation of a time transition, so that customers have a psychological adjustment and acceptance process, so let the sales department to notify customers in written and oral form, two months after the implementation of the new single price, and closely observe the market dynamics do good interpretation. The last proved the hotel's decision is correct.
    The price adjustment, indicating that the correct application of pricing strategy, indulge in price-dumping is not necessarily a good thing. On the contrary, the reasonable price increases have been applied correctly, can create greater profits for the enterprise, while maintaining and expanding the hotel's original market share.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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