If the marketing of today's hotels is not standardized or unsound, at least it shows the absence of hotel management, and it also shows the level of understanding of the hotel decision-making level for marketing work.How to do a good job of supporting hotel marketing and what the general manager should do in the marketing work is a topic worthy of discussion.
At present, the marketing of many small and medium-sized hotels is still in the initial stage of imitation of blind management and experience-based loose management, which makes the hotel management effect is very low and it is difficult to move forward.It is imminent to improve the management level and marketing ability of hotel employees, especially the general managers of senior managers.
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According to a recent survey of the current state of hotel industry marketing:
• 60% of hotel general managers do not know how to formulate the overall corporate marketing strategy;
• 50% of hotel general managers do not know how to formulate sales policies;
• 70% of hotel general managers do not know how to start when building a corporate marketing network;
• 55% of hotel general managers do not understand marketing management;
• 40% of hotel general managers are unable to analyze the competitive landscape and do not know what competitive strategy to adopt;
• 45% of hotel general managers have insufficient knowledge of scientific market research;
• 35% of hotel general managers do not research the market and are vague about their positioning;
• 40% of hotel general managers do not know how to establish a price system, and it is difficult to manage and control prices;
• 75% of hotel general managers cannot handle the relationship between long-term strategies and short-term benefits;
• 40% of hotel general managers have difficulty integrating app advertising, PR, and promotion strategies.
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Today's hotel industry is in an era when it lacks marketing the most and needs it the most. It is necessary to study and discuss the marketing strategy of the hotel industry under the new situation in-depth and meticulous.
In order to solve the sales work of the hotel, the general manager of the hotel and the daily work of the sales need to be sorted out and summarized, and the role of the general manager in the sales work is clarified. The details are as follows:
Today's hotel industry is in an era when it lacks marketing the most and needs it the most.It is necessary to study and discuss the marketing strategy of the hotel industry under the new situation in-depth and meticulous.
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In order to solve the sales work of the hotel, the general manager of the hotel and the daily work of the sales need to be sorted out and summarized, and the role of the general manager in the sales work is clarified.
The details are as follows:
01: Determine sales goals and plans
The hotel should first formulate a feasible marketing plan, make the plan suitable for its own products, market position and regional image, and formulate detailed business goals and strategies.
02: Hold regular sales meetings
The general manager should participate in the weekly marketing meeting, and the managers of each department should also participate. The participation of the general manager of the hotel shows the attention and support of the company, and can ensure that the marketing work does not go off track.
03: Respond promptly to guest complaints
No matter whether the guest complaints are face-to-face, or through the phone, letter or the Internet, etc., as long as they encounter complaints, they should respond in time.
04: Insist on reviewing the weekly report
The General Manager should insist on reviewing the weekly sales reports made by the Sales and Reservations Departments. The report should detail bookings for the week, noting new developments in the market and changes in occupancy rates and average house prices.
05: Participate in visiting customer activities
If the general manager can lead the sales staff to visit some key customers, it can often support and encourage the sales staff, and can more effectively influence customers.
06: Stabilize key customers
About 60-80% of the hotel's revenue comes from a group of key customers. Hotels should often hold networking events to stabilize their trust in the hotel.
07: Hosting celebrities in the region
Having a group of stable and loyal customers and a friendly image of the region will greatly benefit the sales work.
08: Accompany customers to visit hotel products
If the general manager can accompany the customer to visit the hotel facilities with the sales staff, even if it only takes a few minutes, it can often achieve unexpected results.
09: Increase Emotional Communication
If the general manager of the hotel can personally write to potential customers for advice and introduce the product, it will greatly benefit the sales.
10: Keep sales managers focused
Freeing the sales manager from all non-sales affairs and focusing on specific goals can be fruitful.
11: Meet Conference Clients
The hotel's conference sales cannot be ignored. The hotel should take no time to contact the conference business for possible conference opportunities.
12: Get the most from your advertising spend
Find ways to spend advertising dollars on products that can bring in high profits.
13: Host an event for public attention
A planned campaign enhances a sales offensive. Hotels should plan to host events that attract the public.
14: Get salespeople recognized for their work
When the salesperson completes the established sales target, the general manager should give affirmation and reward.
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Marketing is the eyes of hotel management looking out. If the general manager does not pay attention to marketing and does not understand marketing, it is equivalent to losing a pair of eyes to see the road in the development of hotel operation. It can be concluded that such walking is dangerous for the enterprise.
The general manager of the hotel, We can't stay on the surface of the leadership of "doing it" for marketing work, but to achieve "do it together" cooperation. Only in this way can the general manager grasp the most important and true information of the market and make the most scientific decision.
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