Hotel Marketing: How to do good marketing for a new hotel?

For newly opened hotels, how to carry out hotel marketing work in the early stage of opening. Different people have different opinions. Every hotel has a different market, so the strategy will be different; every hotel has different positioning and the customer base will be different. However, there are still some general rules that can be used as reference.

In the early planning of a hotel, market competition analysis and surrounding environment analysis are very important, as they provide an accurate basis for subsequent operation and management. The operation and management of a hotel is more of an execution-level matter, while the previous positioning planning is a strategic-level matter.

In the early stage of hotel marketing, the hotel needs to do a good job in the following aspects:

1. Team

Three months before opening, you need to set up a marketing team and do a good job in interviews, compensation, assessment and incentives. In the early stage, more consideration can be given to the compilation and the survival of the fittest can be achieved.

2. Channels

1. For hotels that depend on the location of groups and travel agencies.

It’s time to do public relations with the target travel agency. Do research and analysis first, be fully prepared, establish connections, and then take action.

We need to think clearly in advance, why would the travel agency cooperate with us? What are our core advantages? Make it clear during the communication process that price can be used temporarily, but it is not the best solution in the long run.

2. Regarding OTA channels.

You need to find professional photographers to take photos in advance and refine the articles so that the display effect will be better. After the certificates and licenses are in place, upload the hotel information in advance. You need to keep an eye on your competitors’ prices. One strategy is to be higher than competitors, but to make guests feel the value of the hotel. In addition, it is slightly lower than competitors, attracting traffic.

All strategies should be implemented based on the hotel's positioning.

3. Agreement customer development.

Before opening, it is important to develop the market, especially the business market for hotels. Before opening, a second return visit is needed to invite the booker to try staying at the hotel in order to deepen communication and understanding and enhance their trust in the hotel.

4. For guests traveling by car

When necessary, it is necessary to communicate and cooperate with the car club in the target city.

5. For individual travelers

You can consider doing early publicity on the bus arriving at the hotel city or scenic spot in the target city, but this will cost money.

6. Conference Market

There is a need for targeted development training companies and large corporate conference markets.

3. Membership

It is recommended to create your own membership channel. The best time is when you just open your business so as not to waste traffic!

At the specific operational level, the main focus is on converting OTAs, individual travelers, and some contractual customers into members, turning traffic into the hotel's own inventory. This is a long-term job and a systematic project, because building your own membership channel is not as simple as simple conversion. It involves a series of work such as pricing system, membership level, points mall, member conversion portal, member conversion strategy, and employee conversion incentives.

This kind of work is done once and for all. Not only can it save some channel commissions, but it can also fully control the members, and the hotel will have pricing power and voice. It is also possible to realize the possibility of converting existing stock into incremental stock, which provides the possibility for low-cost development in foreign markets.

Specific things that need to be achieved: mobile booking, member value management and precision marketing.

4. Services

The key to retaining customers is products and services, and the service itself is also part of the product. It is easy to provide personalized services based on the labels of the membership system, thereby enhancing the core competitiveness of the hotel.

In the early stage of hotel opening, communication is also very important, and all media should be used to promote hotel information. During the promotion process, it is important to choose the right promotion channels and media. The content should be valuable, not just the introduction of the hotel. Let those who see it remember it and be willing to share it.

Finally, relevant training is necessary, especially the formulation of work procedures and work standards of the marketing department is also essential work.

In short, marketing is a very important task before the hotel opens. Not only the work mentioned above needs to be done well, but more details should not be ignored.

Planning ahead, making good plans, rallying people’s hearts and executing vigorously are important tasks in the early stages of a hotel’s opening.

Author: Peng Zhanli

Source: Peng Zhanli