Business hotel operators and marketing policy-makers often 5P, those area ;
a) Product
b) Price
c) Packaging
d) Channels place
e) Promotion
as the five elements in order to form a competitive marketing mix and brains and the general oversupply in the hotel market do not fully consider the customer experience is unlikely to be able to win the competition in the industry.
Well, customer-centric 4c theory
a) Customer's desires and needs of customer
b) To meet the demand for the cost of cost.
c) Convenient to buy Environment convenience
d) Regular two-way communication) to emphasize customer service and customer maintenance strive to achieve customer value so as to establish customer loyalty.
Customer loyalty is particularly important in Hotel Business. Customer loyalty depends largely on his satisfaction. When the guests to try a hotel's products and services. May be dissatisfied with him General Satisfaction Very satisfactory.
Pleasantly surprised and even surprises was very satisfied with the enjoyment of guests and higher. Repeat consumption possibility is 90%. Well, in high-Star hotel has implemented the"standardization of personalized" service under. Customers can be achieved even very satisfied with the proportion of pleasant surprises as well how much? I am afraid not very optimistic. It is neither a service program or service norms. Nor is the issue of professionalism of employees. The key is the customer's own emotional uncertainty.
For example: Hotel staff charming smile. In most guests seem to. is a symbol of warm and friendly. But in my head just hit the hotel glass door or in the Marble hall of the guests seem to slip the ground. This is one of the provocation was furious with himself.
Therefore, in cultivating loyalty guests. Membership should be a more ideal choice. A lot of hotels to large amounts of stored value cards as a membership-based alternatives. Not only the stability of some consumer customers. Also realize a part of advance sales. Hotels also have integral card to attract repeat buyers. supplemented with crazy discounts and gifts. In fact, these methods did not really attach membership. its essence is to use low-price competition strategy for temporary benefits.
Business hotel to implement more successful if the membership system. Can produce this effect in five aspects:
a) its members would be very happy to his family. Friend referral of this hotel. generate sales chain.
b) Member of the consumption frequency was significantly higher than the general individual. willing to accept the hotel's new products.
c) Member of the errors in the hotel have a higher tolerance. to calm the hotel related services and products make their own comments and suggestions.
d) Have mutual exchanges between members of the space. and realize through the exchange of certain value.
e) Member will not have new hotels surrounding completed. or other hotel launched attractive promotional measures to change his consumption habits of the hotel.
Many hotel management companies have membership organization. For example, the Circle will be Shangri-La (golden circle). Intercontinental group will worry more (priority club) and so on. But for the hotel for the monomer. To establish the cost of membership organization and professionalism. As well as full-time and database requirements. There are inputs for publicity and promotion. are more difficult to solve. In such a case. could be considered co-operation with the professional marketing company. with a view to the smallest input. to obtain a complete marketing mix.
Some hotel managers think the same professional marketing company to develop the market. Companies are carving up their own interests. In fact, such a complementary co-operation. Should be a win-win situation. And not a zero-sum. Hotel with professional firms. The development of its own sales force involving less than a market segment. the completion of the hotel business areas outside the expertise to operate. the income generated is incremental. rather than the original market share.
At the same time. Hotel and professional marketing company co-operation. In the hotel's own product differentiation and service aspects of differentiation. Vis-¨¤-vis competitors city. Can have more space.
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