Hotel customer source and channel What is important for a hotel? let me tell you

Original: Li Sheng

What is a customer source?

What is a channel?

I communicate with many hotel employees

When we talked together, I talked about this

Many people are fuzzy

And these two concepts are easy to confuse and make them incomprehensible

Simply put

Client Source

Just need Who are these people living in hotel

Or who needs to live in a hotel

Channel is the source of customers how to find a hotel

Let's talk about client. source. Channel

Tourists, business travelers

Local recreation

Couples and other people who need to stay at hotel are called clients

OTA platform

Ctrip, Meituan, Fliggy, etc.

Travel agency, booking agent

Individual home visitors

The method of finding a hotel online or offline can be called a channel

You can ask now

What is use of understanding source of customers and channels for hotel?

Let's talk about source of clients first

Understand client origin definition

Target type of customers who stay at hotel first

Or what kind of clients do we want to attract in order to stay

Target Marketing Plan

Example:

Business guests:

The trip cycle is usually from Monday to Friday

Housing needs are focused Tuesday to Thursday

High buyout rate and many stops in a row

For example, working in room, meeting guests, doing laundry.

Marketing focus:

The room has tables, chairs, tea tables, etc.

2 extra bottles of mineral water

Complimentary tea etc., washing machine provided

Drying service, number of drying shelves in room can be increased to 10 or more

About us

Laundry photo

Although laundry room is not big

But to satisfy client as much as possible in the laundry

Complex needs such as ironing

Family guests:

The travel period is usually a weekend or public holiday

Not very price sensitive

Accept medium and expensive room types, choose double and multi-bed rooms

Marketing focus:

Choose a room that is larger and closer to elevator

Dolls can be placed in room

Children's toilet

Baby toiletries

Provide soft drinks, snacks, children's toys, etc.

Pairs:

Focus on privacy

The hotel is preparing a couple of rooms or a reception

When sharing a couples room

Notice relatively quiet area away from the elevator

Guests are given a room with more privacy

Features:

Hourly Rate Room, Large Bed Room, Romantic Room

The repeat purchase ratio of a pair of customers is relatively high, but they are more price sensitive

Marketing focus:

Provide makeup remover

Care package, mask

Unscented men's shampoo, shower gel (you know)etc

Local activities:

According to residents of hotel

Requirements for quality of premises are low, main requirement is chess and card games

Marketing focus:

Must have evening meals such as mineral water, tea, fruits and snacks

Above

I just told you about a few select sources of clients

Characteristics, examples of marketing focus, this can be seen as an example

You can follow this direction

Analyze your store

What are your customer sources and what do you hope to attract

What are characteristics of these clients?

What service can be provided to attract and retain customers

Tell us about source of clients

Let's talk about channels

If hotel is a large swimming pool

Guest - water, Channel - plumbing

In following way:

How can you

Replenish this pool

Depends on number of your water pipes and flow rate of your water pipes

Would you like to replenish pool

Three factors

Pool size, Number of pipes, Water pressure

Pool size is equal to number of rooms

If you only have one room

Find a long-term tenant and use it for a long time

If you have 1000 numbers

Then number of pipes and water pressure are important

So

The first thing you should pay attention to is room availability

Depending on size of room, consider how many plumbing pipes to use

OTA platform

Ctrip, Meituan, Fliggy, etc.

Travel agencies, booking agents, solo travelers

Purchase Agreement These are hotel's water pipes

bye

Water pressure depends on how hard you build pipe

If you

There is enough location of hotel, and there are enough individual tourists

Every day can be filled

Then don't think so much, just rely on this plumbing

If

Your hotel's sales department has enough resources

Each day, agreed number of guests can be fully occupied

Then don't think so much, just rely on this plumbing

If

Ctrip, Meituan and Fliggy take first place

Then I believe that you can also fill room every day

I hope everyone understands channel

Actually

The vast majority of hotels

Can't rely on this channel alone

You

You need to understand characteristics of each channel

According to actual situation of hotel, select the appropriate channel

Example:

Door to door:

This is location or business district where hotel is located

How many clients are in this business district?

Is it possible to convert clients source here

OTA platform:

Can store understand traffic logic rules of platform

How to maximize relevant traffic

What are characteristics of these platforms

In the following way:

Sales Agreement:

What did hotel sales team actually achieve?

Efficiently visit and coordinate client signing

Weekdays

How to maintain a relationship with customer of agreement

Will a client think of you first time they need to book a room

Not always

Complaints that your hotel is not doing well

When traffic is bad

Consider if your store has opened appropriate channels

How much effort did I put into these channels?

What is water pressure in these channels?

How much traffic it can bring you