38 professional terms for hoteliers

To master basic terms of a hotel, you also need to have a good knowledge of terms of revenue management and marketing, so that you can "feel like a duck to water" when reporting on work, communicating with customers, communicating with colleagues.

Today, we've broken down 38 of most used words in hospitality marketing to help aspiring marketers lay a solid foundation and get a general understanding of hospitality industry. If you are an experienced hotel employee, you can also refer to this article to check for omissions!

01

Basic nouns for hotels

As a hospitality marketer, whether at work or in meetings, you will use following industry terms:

1. Next room

Two rooms are almost connected;

2. Connecting rooms

Refers to a room connected by a door between two rooms;

3. Predict dressing room

This means that in order to keep a certain room, it is locked a certain day in advance so that it shows up as occupied during that period of time in order to control pre-sale of room. .

4. Before leaving room

The room must be available, but guest has not checked out after expected check-out time.

5. Deposit

An advance payment made by a guest to a hotel to book a room.

6. Deposit

The front desk requires guests to pay a certain fee to hotel, such as a money guarantee, credit card pre-authorization, etc., in order to deter guest from staying at hotel and not damage their own interests. , In case of damage, fee can also be paid or reimbursed separately.

7. Account hiding

The guest leaves hotel without paying bill.

8. Guaranteed Booking

When booking a room, guests provide guarantees in cash, credit cards, companies, travel agencies, etc. If guest does not actually show up, hotel has right to charge a certain fee from guarantor or agency.

9. Welcome ceremony

Gifts provided by hotel to hotel guests free of charge, such as fruits, flowers, drinks, etc.

10. Extra bed

There is usually a fee to add a bed to a room.

11. Departure during overtime

For check-outs after check-out times, hotel will normally specify a 12:00 check-out time, and an additional rental fee will be charged for overtime check-outs unless agreed upon.

12. Waiting List Reservation

When a hotel room is fully booked and no more bookings can be accepted to protect revenuehotel and meet customer needs, new bookings will be placed on a waiting list. As soon as possible, guests from waiting list will be arranged to live.

14. Deduction of expenses

If guest is not satisfied with service, hotel will provide an appropriate discount or even free of charge.

15. Hotel room

It is generally not for rent, mainly used for short or long term use of hotel upper management rooms, short term warehouses or offices.

16. Package price

A price that includes accommodation, meals or other expenses.

17. Rack Price/List Price

The published base price of hotel, i.e. original price in price list.

18, long private room

Guests live in separate rooms for a long time.

19. Actual Average House Price

The ratio of total room revenue to actual number of rooms rented, calculation formula is: actual average room rate = (total room revenue/number of rooms rented)*100%;

20, company agreement price

There is an agreement with hotel to promise a specific price for a room to company guests.

21. Account suspended

Guests do not pay directly after they get acquainted with various facilities and services of hotel, but pay together after calculation;

22. Commission

When a guest makes a reservation through a platform such as a travel agency, hotel must pay a certain percentage of room rate to platform as a reward.

23, reservation number

The booking number refers to an identification code in hotel's front desk system, and booking number can be used to accurately query booking record in system.

24. Update

The hotel will change room type originally booked by guest to an upgraded room at an additional cost or free of charge.

25, empty room

When a room is empty, there are usually two types of room status: empty room not cleaned and empty room cleaned.

26. Bad house

A property that cannot be sold because it needs renovation or major repairs.

02

Revenue management terminology

What is specific meaning of three main measurement indicators (ADR, OCC, RevPAR) of level of hospitality business performance? Let's find out together!

27, ADR (Average Daily Rate) — average price of rooms sold

The average cost of rooms sold (ADR) is a metric widely used in hospitality industry. It represents average revenue generated from rooms sold on a given day. It is calculated by dividing total room revenue for day by actual number of rooms sold. ADR is one of key performance indicators (KPIs) in hospitality industry.

28, Occupancy (Occ) - Occupancy Rate

The occupancy rate is ratio of actual number of rooms sold to number of rooms available for sale in a given period of time. This is one of key performance indicators of hotel. 100 rooms available, if 100 rooms are actually sold on that day, occupancy is 100%.

29. RevPAR (revenue per available room) - revenue per available room

Revenue per room available (RevPAR) is a metric used by hospitality industry to measure performance of a hotel. It can give a complete picture of working conditions of hotel. RevPAR is calculated by multiplying average cost of a hotel room sold (ADR) by its occupancy.

03

Marketing Terms

Marketing has rich connotations and a huge system. Many new and even senior marketers in industry often have a poor understanding of many professional terms. Let's explore these classic theories and basic marketing terms together!

30. Hotel Marketing

A series of marketing activities, such as developing a marketing strategy, pricing, promotion and provision of services, carried out by hotels to attract targeted customers with ultimate goal of generating profit for hotel.

31, Marketing Theory 4P

This is a classic marketing theory that originated in United States in 1960s and covers four main marketing strategies: "Product", "Price", "Location" and "Advertising".

①Product: characteristics of main products and services of hotel;

② Price: The hotel's pricing policy, including room rates and meals.

③ Location: "The father of hotel," said Ellsworth Statler, "for any hotel, three key success factors are location, location, location." The choice of hotel location is closely related to passenger traffic and business performance.

④ Publicity: including brand advertising (advertising), public relations, marketing, staff promotion, etc.;

32, Marketing Theory 4C

In an increasingly competitive market, 4C marketing theory proposed by American scientist Robert Lautero gradually replaced 4P theory. It focuses on consumer demand and integrates four new basic elements of marketing: customer (customer), cost (cost), convenience (convenience), communication (communication).

Compared to traditional 4P, 4C marketing theory focuses not only on product marketing and sales, but also on whole process of communicating with target customers, so it can offer more corporate marketing strategies based on consumer's point of view. behavior.

33. Market Analysis

Analysis of various factors of changes in market demand and supply, their dynamics and trends.

34. Market Research

Using scientific methods to systematically collect and organize market information, and analyze and evaluate processes in target market to provide recommendations for updating company products, improving user experience and formulating marketing policies.

35. Market segmentation

Market segmentation is process of dividing a target market into subcategories. The company divides customers into several customer groups according to different characteristics (such as demographics, interests, needs, or location), and each customer group represents a submarket. .

Market segmentation can help companies better understand consumerneeds of users in different market segments and develop differentiated product and service strategies to meet individual user needs.

36. Positioning

Marketing theory, created by Al Rice, famous American marketing guru, means that in order to create a unique brand image in minds of consumers, companies formulate appropriate brand strategies.

37. Promotion

Promotion is process of persuading potential customers to buy a product, which is usually used as a short-term strategy to increase sales and is rarely used as a marketing strategy to increase customer loyalty. For example, seasonal hotel promotions, themed promotions, etc.

38. Distribution

In Western economy, distribution means establishment of distribution channels. According to definition of well-known marketing guru Philip Kotler, a Distribution Channel or Marketing Channel is understood as In process of transferring a certain product (Good) or service (Service) from producer (Producer) to consumer (Consumer), obtain ownership of this product or service and help all businesses and individuals in transfer of ownership.