With the passage of time, in the modern society with increasingly fierce competition, the hotel industry is facing great challenges. Then the following is a case study of 20 17 hotel marketing compiled by me. Please refer to.

20 17 Hotel Marketing Case Analysis Part I

Hotels must have a correct and reasonable marketing goal if they want to do a good job in May Day marketing activities planning. The so-called marketing goal is the effect and purpose that marketing activities want to achieve. Through the marketing purposes of their own enterprises, the general purposes are as follows:

1. Promotion of turnover growth target

That is, through marketing activities to increase the turnover or sales of catering enterprises as the goal. Increase market share and gain more corporate profits. Under normal business conditions, the marketing goal of most hotels is to promote the growth of turnover.

2. Shaping the hotel image goal

In other words, marketing activities aim at shaping the public image of the hotel. The cultivation of hotel social image is an important work in brand building. In today's brand competition, catering hotel enterprises pay more and more attention to the shaping of corporate image. Hotels can enhance their corporate image by carrying out promotional activities in a planned way, so as to gain long-term sales profits and market position.

3. Communication objectives

That is, promotion activities aim at information exchange and communication between hotels and consumers and potential consumers. The content of communication can be the communication of service information, such as service mode, service content, service place, service gift, etc. ; It can also be the exchange of consumption concepts, such as advocating green and healthy consumption awareness and views, so that consumers can establish consumption concepts that are conducive to hotel product sales.

Determine the marketing theme

The marketing theme is like the face of the whole marketing activity. A good activity theme is more attractive and should be:

1. Tell consumers the marketing content simply and directly;

2. Touching the hearts of consumers, there is a great call for consumers to participate in activities;

3. Establish and maintain brand image;

4. Become the soul of the whole marketing activity, and all publicity takes the theme of the activity as the core to create a warm promotion atmosphere;

5. Closely linked with product interests or brand interests.

For example:? Take a break for half a day and eat nature during the reunion holiday? Theme mushroom feast;

? There is a discount every day. If you have them all, please tell me. Cash back activities.

? Stay in XXX hotel and have a good holiday? Preferential activities.

Make a publicity plan

It is necessary to make an excellent activity plan, but the publicity of the activity is also a crucial link. With the continuous development of online media, Weibo, WeChat and major online platforms have gradually become channels for publicity, so it is logical to do holiday marketing activities with the help of these platforms.

Weibo, WeChat and WeChat public platforms are emerging media platforms with fast and efficient communication capabilities and a wide audience. They are an indispensable part of the promotion activities of catering enterprises. Catering enterprises can publish event copies or posters, forward them in large quantities, and pay attention to adding hot topics and keywords to increase the attention of fans.

In addition to online promotion, we can't ignore the traditional way offline. One to two weeks before the event, a poster of holiday activities will be posted at the entrance of the store, and a publicity page and Yi Labao will be placed in a prominent position in the store for customers to browse. Waiters can also briefly introduce customers' activities to increase their interest. In addition, the hotel can also arrange employees to go to nearby crowded shopping malls, communities, parks, Internet cafes and other places to promote activities, but they should be dispersed.

The data shows that the domestic holiday economy began to heat up rapidly from 20 10, and consumption shows? Irresistible? Fashion. Festival marketing has become the main force for the hotel industry to increase its turnover. Below, we introduce a complete "Labor Day holiday marketing plan" for your reference:

Marketing plan for May Day holiday

Activity background

Labor Day is a national holiday. The business opportunities of the May Day holiday are very obvious. At the same time, many wedding banquets, birthday banquets and family banquets will be held at this time. First, because of the small holidays, relatives and friends seldom get together. Second, it blooms in spring, and the weather is right. Therefore, it will bring a very large profit space to the catering market. Catering hotels should seize the opportunity to do a good job in publicity, not only to make profits during the May Day holiday, but also to strengthen brand publicity and make long-term considerations for the later business.

Activity purpose

1. Activities to stabilize the resources of old customers and tap new customers.

2. Improve the visibility and reputation of the hotel and create a good public image of the hotel.

3. Use festivals to create momentum for marketing and increase economic income.

4. Increase the interaction and communication between enterprises and customers, and shorten the distance.

activity theme

? May day? Three happy days? Games? Happier

Activity time: 2065438+May 3, 2005 1.

Preparation before activity

1. Atmosphere layout

Plaza atmosphere: Attractive publicity items such as vertical banners, huge banners, knife flags and hydrogen balloons are placed in front of the hotel.

Community atmosphere: hanging propaganda banners, activity posters, advertising balloons, etc. Distribute a large number of advertising balloons in the community near the hotel and in front of the community and shopping malls to increase popularity and festive atmosphere.

In-store atmosphere: Yi Labao is placed in front of the hotel, and the store is decorated with balloons and colored balls to create a happy atmosphere.

Step 2 advertise

(1) Employees distribute leaflets in crowded places to increase the audience. ;

(2) Send short messages to hotel customers, send blessings and publicize hotel activities.

(3) Place or post the WeChat QR code everywhere in the store, and there will be surprises when you sweep it.

(4) Hotel WeChat platform, WeChat, Weibo group activity plan or poster, forwarded by employees.

Activity planning

1. quotation:? Five plus one?

On Labor Day, customers order five dishes at a time, and the store gives customers one dish free of charge (for next consumption, valid for one month, and this discount is not enjoyed at the same time with other preferential activities).

Labor is the most glorious, and you can play table tennis skillfully.

Props: two empty baskets, a long console, some table tennis and some straws.

Participants: Two or three customers who come to the store for dinner.

Methods: Put an empty basket at both ends of the console and give each customer a straw. The first customer picks up a ping-pong ball from the basket with a straw, turns around and hands it to the next one, alternating in turn until the ping-pong ball is safely transported to another empty basket, and more than five ping-pong balls are transported within the specified time, so that a bottle of beverage can be obtained. Send more than 8, you can get exquisite cold dishes.

Menu package

Three people: 388 yuan/set (1 cold, 4 hot, 2 snacks, 1 jambalaya)

Six people: 688 yuan/set (6 cold, 8 hot and 4 snacks 1 platter)

Eight people: 888 yuan/set (6 cold, 9 hot and 4 snacks 1 platter)

Hotel Marketing Case Analysis 20 17 Part II

The first step for Intercontinental Hotel to implement this scheme is to establish a new database and a real-time data mart, so that Intercontinental Hotel can match the data from the hotel itself and third-party sources with the existing customer information. This practice also allows the hotel to obtain real-time data when conducting market analysis or planning marketing activities, which is a great upgrade to the original system functions of Intercontinental Hotel. The original system can only update data in batches, and the data of guest activities (such as check-in) will not be available until 30 days later.

The second step is to expand other external marketing activities besides email. Technology upgrade (using Unica) automates the internal marketing activities, allowing the affiliated hotels to customize appropriate projects according to local conditions and customer relationships, and realize localized marketing. At the same time, this upgrade can also integrate call center data and activities through external marketing activity management. In addition, through this upgrade, Intercontinental Hotel has transformed the previous multi-agent model into a single global agent model in the form of assembly line operation.

At present, Intercontinental Hotel is carrying out the third step of the next step, which is to further develop multi-channel coordination. In this work, InterContinental Hotels plans to integrate more and more channels, and at the same time start to optimize the timing of content, products and information release through different channels to maximize the rate of return and customer relevance. The focus of this project is how to learn. Want to make a reservation? . In other words, how can interactive marketing generate more different ways to increase revenue, enhance loyalty and improve customer satisfaction?

Expand new marketing fields

1. Timely marketing means following up valuable customer behavior by publishing information (such as e-mail). Lincoln gave an example, that is, when a guest became a gold member, he was congratulated by email, which made him realize that his rights and interests had been improved and promoted his future stay and interaction with intercontinental hotel brands.

2. Non-member marketing intercontinental hotels only 40% of the business comes from members of priority clubs. Therefore, intercontinental hotels now use new data environments such as cookie data and guests' online behavior to find and divide valuable non-member customers. InterContinental Hotels also launched life-cycle marketing activities aimed at non-members, customized on-site product display and targeted media procurement.

3.Glocal communication is correct, not globalization, but Glocal; Intercontinental hotels encourage their affiliated hotels to make rational use of their global hotel resources according to specific hotel and customer resources.

4. Expand traditional marketing activities. The content of this work is to use interactive tools to release information about upcoming traditional media marketing activities, or use targeted interactive tools to follow up marketing activities and improve the conversion rate of participating guests.

5. Synergy of Channels Intercontinental Hotels skillfully use their own channels to promote other channels. In other words, they use data from one channel to improve the information relevance of other channels. For example, they optimized the content and layout of PIN reminder emails (password emails of websites) and added dynamic product information related to personal user files.

Establish a centralized customer relationship organization structure.

This work includes a large-scale personnel structure adjustment of products, and the products, channels and sales teams of intercontinental hotels are unified into the hands of a manager, who is responsible for the EVP of customers. Lincoln explained that although the three teams occasionally have different interests, they now have a better understanding of their work, so it is easier to make coordinated goals. This work also includes an enterprise re-education plan to help the entire hotel group change the expectation of each customer's contact.

Intercontinental Hotel tries to make all employees realize that every interaction with customers is an opportunity. This opportunity will enable intercontinental hotels to:

1, sales room;

2. sell other valuable things;

3. Change consumers' views on intercontinental;

4. Accumulate experience.

Hotel Marketing Case Analysis 20 17 Part III

Boss Gong is the owner of a restaurant. He started it? Add 1 yuan? The model helped his hotel make a lot of money easily.

Boss Gong's? Add 1 yuan? The marketing model is the strategy of adding gifts. When the customer checks out, the whole strategy is completed by saying a word to the customer.

? Boss, since you spent more than 200 yuan today, you have the privilege. You only need to add 1 yuan, and we will give you a dish worth 25 yuan for free! And you can win an award. This is our prize. Have a look? Then give the customer a card, and the customer can get a dish for free next time he comes to eat. As for the lucky draw, it must be 100%, and the prizes are basically vouchers of various denominations. The use period is indicated on the voucher, and then it is stipulated that it cannot be used with other cards at the same time.

Quite simply, the customer 100% paid an irresistible extra fee, and then the hotel got the opportunity for this customer to spend next time. A small move has greatly increased the hotel's turnover.

Don't worry, boss Gong's case sharing is not over yet. Later, after we further optimized his strategy, Boss Gong made a lot of money. In less than three months, the hotel was extremely hot.

We helped him adjust the lottery part. Instead of going directly to the lottery box, the customer left his name and mobile phone number, and then told the customer to win the prize with his mobile phone number. He will be informed of the winning information the next day. The most important thing is to set up a sign at the checkout place, which announced the previous winning mobile phone number. For more exciting information, please add the teacher's micro signal:11888311share more top wisdom essence every day!

This strategy is designed perfectly!

I want to know why it is so complicated to leave a phone number instead of letting customers draw a lottery. Why do you want to set up a sign of winning mobile phone number at the checkout place?

In fact, wisdom is here. Let me analyze it for you.

I found that 99% of bosses are making a fatal mistake. They have been doing business for many years and don't know who their customers are. Even if they know some customers, they never leave their contact information. Customers come, come and go. They don't know when they will come next time, whether they will come again or where. This kind of business is very dangerous. Every day is equivalent to starting from scratch and losing customers. You don't know where to get it back. You can only find a needle in a haystack when you engage in promotional activities. You don't know where your former customers are. If the store is forced to change its address, your career is like starting over.

Only by leaving the contact information of customers and establishing good records for them can you better analyze the needs of customers; You can try to keep in touch with them for a long time; When business is bad, you can have channels to sell to them; When the business needs further development, you can ask them to bring friends to join us; No matter where you do business, you don't worry about having no customers; You can have chips to cooperate with other businesses; Even if you are not prepared to do this business, you are prepared to transfer the business, and the business with customer data files can be sold at a high price; These customer data can also pave the way for your next venture! For more exciting content, please pay attention to xuhn88.

That's why we let our customers leave their contact information. However, in order to better stimulate customers to leave contact information, put up a bulletin board at the checkout place.

The most important thing is whether you can use these customer databases to expand your business quickly. I believe many bosses have established customer files, but they have never used them? Nuclear energy? General dynamics, about customer database marketing, will share it with you in the future.