It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

Original: Li Sheng

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

20% of members contribute 80% of income, and there are hotels with 30-40% of contribution of members in amount of 60-70%.

Which hotel is suitable for membership? I'll tell you with 2 benchmarks

First, FIT accounted for over 30%

Second, OTA customer repeat purchase rate reaches over 25%

With a link to these two metrics, you can easily become a member

Let's look at metamorphosis of a hotel in Sichuan,

How to increase membership sales share by 716.29% in 28 days

The amount of replenishment of members reaches 130,636 yuan

I will give their data as an example

In following way:

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

Before hotel membership system was implemented, previous month's operating data (July) was taken into account first

Because I'm using certain black technology, I'll let you know immediately

FIT sales in hotels accounted for a very large share, reaching 37.31%

Contract sales up 24.8%

The development and fill rate of agreement block is relatively good

Reseller sales were 35.69%, online sales are better as they rely heavily on channels; Member sales accounted for 2.21%

Therefore, hotel may try to create a membership system that also contributes to rational optimization of hotel's customer sourcing structure

Reduce commissions and increase hotel profits, generate your own private domain traffic for long-term and sustainable development of subsequent hotels

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

Before creating membership system, hotel made following three preparations

First

First, comprehensively understand hotel's current pricing system and details of related membership benefits

Second

Communicate with person in charge of hotel and do a good job of research on competitive membership programs

Third

Analyze hotel's membership program against competition to identify strong competition

Finally found hotel

Focus on being a recruiter

But compared to competitors, threshold should not be too high

Example:

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

(partial privilege plan)

After membership plan is basically completed, following five changes are basically made

First

Because there are many individual guests in hotel, we have become a WeChat member without a threshold so that front desk staff can do basic conversion first.

Second

Paying members focus on discounted pricing and redemption of first stay points to attract customers who don't want to top up

Third

The hotel focuses on participants of replenishment of account, so there are 2 types. The refill threshold is different, and refill gift amount is also different. The principle is to replenish more and get more

Fourth

In addition to usual membership privilege settings: breakfast, points redemption, late check-out, etc.

Based on situation of hotel, rights and interests of connection with shops and catering have been established to enhance value of participants

Fifth

Synchronization also has a corresponding employee incentive mechanism to improve employee performance

After completion of membership plan

Send to hotel manager

And answer questions and concerns raised by hotel staff

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

For example

What is difference between membership cards?

Setting and Considering a Payment Threshold

Recharge discount calculation and precedence

How to resolve conflicts between members and OTA

Reorganize member discountsOrganize appropriate customer conversion skills

Help improve performance

The hotel launched new membership system on October 9th and 8 new members were added on day of launch

The top up amount is 11,220 yuan and front desk is also excellent! Then follow implementation of hotel members in real time through Landing King

As of October 5

Membership system valid for 28 days

81 new members, membership card fee 1102 yuan, refill amount 130636 yuan

Example:

It took me 26 days to transform hotel. Subscription sales increased by 716.29%. Real case of my operation.

Member sales up 716.29% compared to July

The share of individual customer sales decreased by 32.62% compared to July

Influenced general epidemic situation and Ghost Festival, individual tourists

The flow rate of agreement units has decreased, participants have developed well, and amount of profit contributed by the participants has also increased significantly

Example:

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