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提升酒店入住率的关键是做好酒店营销渠道的选择与调整

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-17 10:28:01 查看次数:

提升酒店入住率的关键是做好酒店营销渠道的选择与调整
    九寨沟喜来登坐落在“童话世界”九寨沟的碧水青山之间。每年9月、10月,九寨沟喜来登总经理A先生和当地各大酒店的经理都会因络绎不绝的游客而喜上眉梢。但是,由于受到地震的影响,2008年的旺季比想象中要淡一些。此后,他们将面临长大半年的淡季和平季。如何通过营销做到客似云来,这是一个策略问题。
    和传统的产品一样,再高级的酒店业要建立自己的营销渠道和代理网络,这是提升酒店入住率的关键。九寨沟喜来登是中国风景区第一家五星级酒店,这个定位至少给了游客一个指向性的诉求导向。A经理说:“九寨沟喜来登在追求标准化的同时,穿插了一些当地的藏羌文化,从酒店的建筑风格到装饰风格都有着浓郁的藏羌文化色彩。”这样一来,九寨沟喜来登在集团内突出了与其他喜来登酒店的不同,而在竞争对手面前突出的则是集团的理念、系统和管理。
    对于风景区的酒店来说,旅行社能否为其带来客源,至关重要。正因为九寨沟喜来登定位于风景区酒店,它就需要花费更多的时间去打开旅行社的通路。其做法是:“淡旺季相结合,旅行社淡季带来多少生意,旺季就可以得到相应的配额。”这既是提升淡季营业额的方法,也是取悦旅行社的手段,而且其所带来的经济效益也是显而易见的。旅行社为了调剂需求,通常会配合酒店,通过促销手段将7月、8月等销售平季变成销售旺季。“在淡季,为了节省成本,大多数四星级酒店都关门歇业了,但我们在淡季仍然坚持开业。”A经理认为这得益于“旅行社在销售淡季对九寨沟喜来登酒店的支持”。
    与竞争者相比,喜来登负有盛名的酒店品牌设计招牌让A经理倍感骄傲。要知道,喜来登所属的喜达屋集团在全球95个国家拥有850家酒店及度假村,这无形中帮助九寨沟喜来登在95个国家建立了销售渠道和宣传平台。这一金字招牌不仅能吸引众多喜来登的拥趸,更重要的是,它能通过全球喜来登酒店的网络促成销售,这与独体酒店相比显然是一大优势,喜达屋集团制订的许多计划,常常给A经理带来意想不到的惊喜,比如“喜达屋顾客优先计划”,在旺季,九寨沟的酒店人满为患,但这项计划确保喜达屋的全球会员能够顺利入住。“这个计划在全球的推广与执行,延长了九寨沟喜来登的销售旺季。”A经理说。更让人心动的是这项计划中的“积分兑奖”。据说,在全球五星级连锁酒店中,喜达屋集团推行的“积分兑奖”是唯一能做到即时兑奖的,这对许多旅客颇具诱惑力。通过积分获得度假与私人旅行的机会或直接兑换成房费,的确让人心动。但对九寨沟喜来登来说,它不仅仅是招徕新顾客和维系老顾客忠诚度的一个有效手段,而且为九寨沟喜来登的淡季销售提供了促销途径。
    除旅行社之外,另一个不能忽视的顾客群是政府机关和大企业等客户。在大城市,五星级酒店通常是政府机关或大企业举行会议的首选场所,但它们并不适合所有的会议,例如政府年会、经销商会议等,这样的会议通常会选择九寨沟喜来登等风景区酒店举行。“既能度假、旅游,又能举行会议,这才是它们心目中的理想场所。”A经理说,“这样的会议一般选择在年底或者年初。”因此对九寨沟喜来登来说,会议营销成了它在最为冷淡的冬季增加营业额的重要手段。
    当然,薄利多销,这个放之四海而皆准的法则通常能给酒店的淡季营销带来奇效。供需市场的一个定律是:当供大于求时,价格就成为赢得客户的一个关键。A经理说:“我们通常的做法是量、价相结合,有多少量就放多少价。”通过调剂盈余,九寨沟喜来登不仅锁住了大客户,而且为淡季销售带来了契机。  
To upgrade the hotel occupancy rate, the key is to do a good job choice and adjustment of the hotel marketing channels
    Sheraton Jiuzhaigou Resort is located between the clear water of Castle Peak in the fairy tale world "Jiuzhaigou. Every September, October, Sheraton Jiuzhaigou Resort, general manager of Mr. A and the manager of the local major hotels will be a constant stream of tourists and very happy. However, due to the impact of the earthquake, the 2008 season than expected to be lighter. Since then, they will face a quarter of the off-season peace grew up half a year. Off like clouds, which is a strategy how to achieve through marketing.
    And traditional products, and then the senior hotel industry to establish their own marketing channels and agency networks, which is the key to enhance the hotel occupancy rate. Sheraton Jiuzhaigou scenic spot of China's first five-star hotel, the positioning of at least gave the visitors a link to the demands of orientation. A manager said: Sheraton Jiuzhaigou Resort in the pursuit of standardization at the same time, interspersed with a number of local Tibetan and Qiang culture, from the hotel's architectural style to the decorative style has a rich cultural flavor of the Tibetan and Qiang. "As a result, Jiuzhaigou Sheraton Group prominent within the different with other Sheraton hotels, and highlight the competitors before the group's philosophy, systems and management.
    For scenic hotels, travel agents, whether its to bring tourists, it is essential. Is located in the Sheraton Jiuzhaigou Scenic Area hotel, it takes more time to open a travel agency pathway. The approach is: the peak seasons for the combination of the amount of business travel agency off-season, peak season you can get the corresponding quota. "This is to enhance the off-season turnover, but also to please the means of travel agencies and their economic benefits obvious. Travel agency in order to adjust demand, usually with the hotel, promotions, sales in July, August, shoulder season into the selling season. "In the off-season, in order to save costs, the most four-star hotels have closed their doors, but we still insist on opening in the off-season." A manager believes that thanks to the travel agency in the sale of off-season Jiuzhaigou Sheraton support ".
    Compared with competitors, Sheraton has a famous hotel brands designed signs for the A managers are proud of. You know, the Sheraton-owned Starwood Hotels & Resorts has 850 hotels and resorts in 95 countries around the world, which in effect help Jiuzhaigou Sheraton established sales channels and promotional platform in 95 countries. The gold standard is not only able to attract many fans of the Sheraton, is more important is it to promote sales through a network of global Sheraton, this hotel compared with the independent body is obviously a big advantage, Starwood Hotels & Resorts in developing many programs often bring unexpected surprises to A manager, such as Starwood house customer priority projects, Jiuzhaigou Hotel overcrowded during the peak season, but this plan to ensure that members of Starwood's global smooth stay. "This plan is the promotion and implementation of global, extended Jiuzhaigou Sheraton season." A manager said. Even more impressive is the integral Duijiang "the scheme". It is said that in the global five-star hotel chains, Starwood Ownership Group operates Points Duijiang "is the only able to do instant Duijiang tempting for many travelers. Vacation and personal travel opportunities by means of integral or directly converted into the price, really impressive. Sheraton Jiuzhaigou is, it is not just an effective means to attract new customers and maintain existing customer loyalty, and the off-season sales of the Sheraton Jiuzhaigou promotional way.
    Outside the travel agency, and the other can not ignore the customers are government agencies and large enterprise customers. Five-star hotels in big cities are usually the preferred place for government agencies or large corporate meetings, but they are not suitable for all meetings, such as the Government the annual dealer meeting, this meeting will usually choose the Sheraton Jiuzhaigou and other scenic District, the hotel held. Both holiday travel, but also held a meeting, this is an ideal place for the minds of them. "A manager said," This meeting is generally selected by the end of the year or early next year. "For Sheraton Jiuzhaigou conference marketing into it an important means to increase the turnover in the most cold winter.
    Of course, puerile, this one size fits all rules usually give the hotel's off-season marketing miraculous. A law of the market supply and demand: when supply exceeds demand, the price has become a key to win customers. A manager said: "Our usual practice is the amount of the combination of price, how a small amount to put the number of price." Transfers surplus, the Sheraton Jiuzhaigou not only locked the large customers, and provide a turning point for the off-season sales.

 

(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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