The hotel is experiencing a decrease in attendance, but you do not know what is reason? There are 6 entrances for independent movement

Original: Li Sheng

Combined with hotel season and epidemic, business partners will inevitably feel a little uneasy when they see a decline in bookings, but is decline in bookings really due to poor overall traffic in hotel market?

Is 500 visitors on a given day good or bad data? Faced with such a situation, hotel staff should not lie down

Now let's check together which entrances we haven't covered and what else can we do?

Part 1

Use data to find out

Before proceeding with analysis, I need to find objective and accurate data that will serve as basis for our diagnosis

First of all, we need to understand an important tool of EBK experience - data center

.

1. Where is data center?

Open EBK background and find data center module in left menu

Example below:

2. What is a data center?

Here I use

This picture will help you quickly understand what data we can get in data center

3. Use traffic analysis skillfully!

Faced with problem of traffic drops, we need to focus on interpreting Traffic Analysis

module.

① Trajectory

EBK history→market analysis→traffic analysis

② Traffic and App Conversion

This piece of data can help us analyze where hotel traffic is lacking

Most hotel traffic in Ctrip app comes from

Traffic for listing and non-listing pages

Example:

Hotel

Let's look at specific case of a hotel

Analyze this hotel based on last 7 days and see what needs to be improved

Example:

Notes list page

△ Click to enlarge image

·Pages not listed

△ Click to enlarge image

· Data status

According to information in image above, you can see that: This hotel listing page has a lot of traffic

Listing page impressions are higher than competitors average, but detail page and order page views

The number of orders shipped is lower than average for circle of competitorsFor traffic of page not included in list, data is even much lower than average traffic for business circle

· Problem analysis

A. Less traffic from listing page: Low views on details page: main reason is poor quality of first image

Hotels with non-competitive ratings, starting prices above 65%, etc.

Low order page views: reason is that there are few room types

The room is cramped, there is no breakfast, cancellation policy is too strict, confirmation is not immediate, etc.

The above two data are incorrect, resulting in a permanent decrease in order dispatch data

Part 2

Page traffic list

1, Price flow:

· Recording traffic

When customers search for hotels, they often filter hotels by price range

Each city has 6 price ranges that users can choose from. For hotels, each price range is a traffic entry

How to get

According to selling price of hotel after discount, adjust price range of hotel

Try to cover several price ranges in city, a specific method might be

①Add multiple room types or take part in promotions to cover as many price ranges as possible

Low price range: hourly numbers, promotions

High price range: suites, themed rooms, etc.;

Other price ranges: increase room type breakfast type (without breakfast, breakfast for one person, breakfast for two), special hotel package, launch hotel package

② Use "9" in price

After hotel discounts, sale price can be adjusted to 299/449/599/999 yuan, etc., on one hand, it covers all price ranges, and on other hand, it also makes consumers want to place an order when will see such numbers< /p>

Hotel

Current Situation Xiaofang Hotel now has 5 room types and sale prices: 349 RMB for superior double bed and double bed

CNY 453 for Business Double and Twin Beds and CNY 582 for Business Suites. Therefore, Xiaofang Hotel only covers 3 entrances with price flow shown in picture above.

To solve this problem, how can it be improved? Change Hotel Xiaofang made following changes according to above method

Thus, covering more price ranges and getting more traffic

①Add room type hourly room, keep room open at low occupancy, and sell it as drain type room; ② Provide three breakfasts for each room type; · Sell special meals and hotel rooms as a package; ③ Change price of suite to 609 yuan, covering price range from 600 to 1000 yuan.

· Case

2, View traffic:

· Recording traffic

Point rating can affect more than just user's choice after clicking on hotel details page

When filtering and sorting list page, it is also a very popular traffic element, mainly in following two ways

Sort: first sort by positive reviews, then by number of reviews more → less.

Filtering: 4.5 points and above, here guests can filter hotels with high ratings

The point is this:

How to get

Increasing score requires cooperation of all hotel staff to jointly improve services and products in real time

To make hotel more competitive, hotel can earn praise for its service quality

3. Information flow:

· Recording traffic

Many users have fixed travel booking preferences

They will find hotel products suitable for them directly in filter elements in upper right corner

How to get

① Additional Information: Ctrip hotel information 3-Step Self-Check, second step is likely to get you a bad review

② Room type with breakfast: fill in breakfast types and check if self-check applies to room types without breakfast, single breakfast and double breakfast room

③ Service: In addition to equipment, you can add a shuttle service, a wake-up service and free parking

④ Promotion Promotion: Participate in promotion cloud and various promotional activities.

I don't know how to select promotions

In following way:

Part 3

Traffic of pages not listed

1. Content traffic:

· Recording traffic

Ctrip's homepage has an exclusive community entry

Travel photo hotels can directly link to hotels in travel photo articles to achieve goal of drainage.

In following way:

How to get

Invite guests to share their hotel experience: How do you encourage guests to take initiative to film videos for you?

2. Peripheral tourism traffic:

· Recording traffic

Home travel peripheral

Example:

How to get

Open EBK→Promotion→Event Registration→[Peripheral Tour & WeChat Event] Double Main Promotion

3, Presale traffic:

· Recording traffic

Ad slot on app homepage/hotel channel homepage

Super Valuable App Homepage Feed

Discount at entrance to hotel chain before sale

Official Ctrip account

BOSS LIVE

10+ passes inside and outside station

Example:

How to get Contact your hotel business manager

· Presale Strategy

A. Put product on shelf

B. Offer a good price

C. Good product packaging

D. Sufficient inventory

D. Minimize usage restrictions

The off-season hotel occupancy is down and bookings are down, so shop assistants don't have to worry too much

It is also important to find out shortcomings of operation and direction of efforts during this period