Original: Li Sheng
Li Sheng
Ctrip. Internet company. Database. Data Processing Specialist
Now hotels compete for traffic
You can tell it's getting more and more intense
Online platform traffic pool
Using different strategies and methods
Let traffic start with you
Then
Make profit from traffic
The OTA logic is like this. The same is true for a specific sound
The essence of business is “transaction”
From traffic generation to traffic transactions
Because
Consumer Changes
The transaction record will be very different
How
High level or hotel marketing
Must
Learn logic of hotel attendance
This will win strategically
In traffic competition
Use same technique to stand out
Because your parameter is higher than others
From consumer's point of view
I see changes in transaction record
Influence on hotel attendance
First
Consumer demand is low
Create a first generation transaction record. Traffic
Best example is Ctrip
Great capture of this market window
Especially
Understand needs of business travelers
Constantly identify customer demand or potential customers
Drain online
Due to constant drainage and accumulation
Make this traffic valuable
At same time, it finds a hotel that consumes
After passing
After transaction, a value will be generated
The hotel's private domain traffic is same
When market supply exceeds demand
After a serious market deviation
The main feature is scarcity
.The value of this traffic will be greater
Hotel
In this traffic transaction
Always passive
Although
Today many hotels know about it
Create and implement your own hotel membership
But impatient. This will ruin his good stock potential
Second
Consumption deficit
A second generation transaction record has been created. The transaction itself
Today's traffic
There have been big changes
Internet traffic is getting more expensive
Smaller and smaller
Several online platforms have emerged as a result
Big coffee from BTA to TMD
Launch layout offline
Because there is a decrease in traffic in offline stores
Although only remaining traffic is low
But it's much cheaper than online
Hema Xiansheng of Ali
Jingdong offline stores
Licheng by Ctrip, etc.
The appearance matches physical offline store
The logic behind this has to do with scarcity of purchasing power
The transaction itself is traffic
Such traffic
They can be converted into your own "shares". This is key point
If today's hotel
Seize opportunity to attract direct sellers
Market opportunities for private domain traffic
Future market
Space will get smaller and smaller
Resources available to hotel will be very limited
OTA Monopoly
This will compress only space you have to maneuver
Third type
Consumer distrust
Third generation of transaction entry. Credit. Personality
You booked via OTA
Sometimes I don't believe it
Photos of hotel and good reviews about it
Because it contains a lot of lies
As a booking guest
When I don't know who to trust
I'd rather believe "bad reviews"
Because there is not much "moisture" here, it is more reliable
Today is era of insufficient consumer confidence
The main reason is oversupply
The hotel is under too much pressure
There is no better way to increase fill rates
Only
Inflate yourself across all channels
As everyone knows, it's "kill chicken and collect egg"
So
One of keys to improving a hotel in future is trust
How to "approve" yourself
Let customers place orders without hesitation
This is soft power
This is also an ability that is difficult for others to imitate
I said
The information is asymmetric. Copyright is not transferred. This is reason
Why Today's Internet Celebrities
May lead to actual consumption
Because everyone believes
Too much attention. Invisible trust is born
So
Consumer distrust
There will be an input for a third generation transaction. Credit personality
through us
Difference in traffic generated by different transaction inputs
Make this conclusion
The main point for good performance of hotel in field of own marketing or intellectual property
is a credit person
Based on this, convert traffic well
Don't trim guest
Start with process of transaction itself
Continuous effort
This will definitely bring glory to hotel in the future.Glory
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