With the intensification of competition, the hardware of the same type and same star hotel is getting closer and closer, and the homogenization of its products is becoming more and more serious, and the brand is the pole to cross this obstacle. A product can be imitated by competitors, but the brand is unique and the successful brand is lasting. Therefore. Hotels should strengthen brand personality to reflect differences and highlight competitive advantages. Once you have a strong brand, the hotel's good products, services and publicity activities will gain a good reputation in the public mind, which will undoubtedly
Develop a huge potential market.
The Current Situation of Hotel Brand Building in China
After the reform and opening up, China's hotel industry has developed rapidly in hardware construction, and the gap with similar hotels abroad has been very small, but the gap in management and service is still very large, which has become a "bottleneck" restricting the survival and development of domestic hotel industry. What's more, with China's accession to the World Trade Organization, the world's major hotel groups have entered the China hotel market with their huge brand advantages, low-cost booking network, strong financial strength and talent advantages, which have impacted all levels of the China hotel market without exception. The main reasons for the success of internationally renowned hotels are: first, the huge scale benefits brought by chain operation; The second is a strong hotel brand advantage. Among them, brand is of decisive significance. The brand of China hotel industry is more reflected in the promotion of brand awareness, while the real brand marketization development is slightly lagging behind, resulting in weak overall brand building, and the return brought by the brand will not be linked to the brand strategy. Facing the competitive situation of international hotels entering the China market, only by establishing their own brands, taking the road of brand competition, implementing brand marketing from multiple angles and in various forms, strengthening vertical promotion while expanding horizontally, making brands systematic, repositioning and enhancing brand competitiveness can China hotels be in an invincible position in the fierce brand competition.
Countermeasures to enhance the competitiveness of hotel brands
Do a good job of UPS positioning
USP is the abbreviation of unique selling proposition strategy, that is, unique sales proposition or unique selling point. The proposition emphasized by USP must be something that competitors can't do or provide. We must tell its uniqueness and emphasize the uniqueness that no one has. The emphasized proposition must be strong, focused on one point, focusing on impressing, moving and attracting consumers to buy the corresponding products.
Using CIS strategy to enhance brand image
CIS(Corporate Identity System), that is, "Enterprise Identification System", uses visual communication technology to convey corporate culture such as business activities and business ideas to related enterprises in a visual, standardized and systematic form, including employees, the public, government agencies and other groups and individuals, thus shaping a good corporate image. With a good image, we can use this advantage to expand and develop chain operation and form a stronger brand competitiveness.
Strengthen staff training and improve service quality.
For hotels, service quality is one of the most important factors that determine the number of tourists. Through the establishment of service brand, good intangible advantages can be formed. This requires hotel managers to enhance staff training awareness, set up full-time training departments, increase a certain amount of developmental training while training staff skills, and enhance staff motivation. Create a high-quality hotel brand through high-quality service.
Strengthen the construction of personalized service brand
With the constant change of the hotel market and the gradual segmentation of the tourism market, guests not only have higher requirements for the hotel's hardware facilities, but also feel more detailed about the service. If the hotel still stays in the traditional "three-oriented", that is, "standardization, standardization and programming", it will be difficult to adapt to and meet the needs of current guests, and it will be even more difficult to attract new customers and retain old customers. Guests' loyalty to the hotel is not directly proportional to their satisfaction with the hotel service. Even if a hotel can provide very satisfactory service to its guests, it can't give them a high degree of loyalty. Because the market competition in the hotel industry is too fierce, guests can choose too many similar products. If the hotel does not have some unique services that cater to the needs of guests, it will not win repeat customers. Personalized service is its uniqueness. How to attract and retain guests depends on what the guests need and what services the hotel can provide. It must be better than other hotels. We must give full play to our advantages according to our own characteristics, pay attention to the needs of guests, and create personalized service is the need of the rapid development of hotels.
Treat complaints correctly and handle them properly.
When guests stay in the hotel, they want to have a perfect accommodation experience. But for a service industry like a hotel, it is inevitable that there will be problems with hardware or services, because even if you provide services in full accordance with standards and norms, you will face a variety of customers, and the same service may have different effects on different guests. Since hotel complaints are inevitable, how to deal with them is a key issue. According to statistics, 96% of the guests are not satisfied.
Have feelings but no complaints; 9 1% dissatisfied guests will not stay in this hotel next time; Every dissatisfied guest vented his dissatisfaction to at least 10 people. As can be seen from the statistical data, the adverse effects of a wronged guest not complaining on the hotel are far-reaching.
This shows that complaints are twofold for hotels. First of all, it has a certain impact on the reputation of the hotel, on the other hand, it is also a business opportunity for the hotel, which can let the hotel find its own problems, improve the service quality and retain more customers. The survey shows that after receiving the effective treatment results of the hotel, the complaining guests are far more likely to turn around than those who have no complaints, and the guests who have solved the complaints will introduce the quality side of the hotel to others.
If there are complaints, we should also treat the complaints of guests with a positive attitude. Generally speaking, most guests are reasonable. Even if you encounter individual guests who love to find fault, you should deal with the problem according to the principle of "the guest is always right".
Therefore, only by correctly handling the complaints of guests, reasonably grasping the ways and means, understanding the psychological characteristics of guests, and doing a good job in customer service, can we take the initiative in everything in hotel work and seize the commanding heights, which not only solves the problems of guests, but also promotes the high-quality brand of the hotel. Ye Yushun 20 12 1 1 month 19 Monday