Can the Internet thinking transform the traditional hotel experience

Among the members, the 20~40岁 age group accounted for about 70% of the business people. 80, is the main consumer. This structural level will inevitably lead to a result, who can make 80, the customer satisfaction, who will be able to retain customers, and let them "good customer."

Wen/Zhang Shule

Traditional hotels can be directly online booking is not news, but if you can be like the airport self-service choice of the house? Might be a bit of an idea, and what if we could make a reservation by using a micro-letter or app anytime, anywhere? Might start to smell like internet thinking, then imagine that the passengers in the hands of the dust is no longer a cold card, but a beautiful mobile phone shell, and can be completed in the hotel access to the room, take the elevator, consumer accounts and loyalty points, such as a series of practical functions, that will be what kind of feeling?

Internet thinking is changing too

Due to the work of the author often need to travel, living in countless hotels. Last month, I went to Shanghai to attend a meeting, and was in the "All Seasons Hotel" next to Shanghai Jingansi, which was very impressive. Just 3 days of meeting time, whether from the hotel's overall style positioning, or the details of the arrival of the process of innovation, compared to other hotel groups, China ("All Seasons" group) seems to "internet thinking" of the master more handy.

First look at the past hotel industry's internet thinking mode-the standard. When the micro-movie was popular, the Orange Hotel's 12 constellation micro-films once brilliantly, but the huge exposure rate does not represent how much actual conversion rate it can bring to the hotel, especially in the micro-letter, lbs marketing in the way, micro-letter public number has become standard hotels, but in addition to the banned collection of praise marketing, A variety of soul chicken soup and almost no one to use the functional plug-ins, the hotel industry's "internet thinking", more just for their own hotels to add a point of the fashionable wreath, and the hotel's own services and user needs are not closely combined, practical effect is extremely limited.

The Hua-live hotel group seems to have a "lone hero" in the changing times. In recent years, the conservative marketing practices of the traditional hotel industry in China, Sword Walk Slant has to carry out a series of innovative exploration of core operations, such as in the industry, the most important choice of self-service, self-service, 0-second check-out and other mobile services, these are clearly fully taken into account in the past, the hotel industry and the various criticisms, and the use of the Internet to improve, and the official website, APP, micro-letter and other composite coverage, so that different types of users can use their most accustomed way to enjoy these services. It also seems to herald the Internet movement in the hospitality industry-moving from a campaign-oriented to a service-oriented standard. Out of the past gimmick marketing, and truly through the Internet to achieve O2O, that is, online traffic to the offline, and through real fast and efficient service to enhance the user experience.

For any enterprise, the customer and product no matter how much attention is not excessive. As China's first multi-brand chain Hotel management Group, from the Economic hotel "Han court" started, accurate positioning market segments, deeply concerned about the different needs of different user groups, now the mid-range brand "all season" also do a booming. The advantage of this is not only to be more accurate to the target audience satisfaction pursuit, but also can effectively improve the membership viscosity, allowing customers to upgrade the experience at the same time, the hotel and the residents of the further "interaction" and "mutual win" to become a reality. Currently, the company has six hotel brands for different market segments, and the revenue of its Hotel battalion is 90% by its own members.

Everything in China's home has been interpreted as the core view of Internet thinking-pragmatism. The use of practical driving the user bonding, not only let consumers see, but also to their real feelings.

The pursuit of the ultimate conversion rate

Whether it is app, microblogging, micro-credit service platform, or based on these platforms generated by self-service selection, self-service, 0-second check-out, and other mobile services, all kinds of initiatives are the full use of the internet thinking of the pursuit of the ultimate conversion rate performance.

There is a very deep practical reason behind this, according to the internal analysis of 2000多万名, China's existing members of the 20~40岁 age group of business people accounted for about 70%. 80, is the main consumer. This structural level will inevitably lead to a result, who can make 80, the customer satisfaction, who will be able to retain customers, and let them "good customer." What's the result? The first Internet innovation product, "online self-service", launched from China in November 2012, was used by 10 people in the first month of operation, and in October 2013 the number had become 40,000 per month. It is expected that by the end of this year, the snowball will roll over every day.

What can a simple O2O service bring? In its 1600 stores, it can reduce the service volume of the front desk, reduce the labor cost, accelerate the customer occupancy efficiency and experience, but this is not the most important. The key is that small changes can change the habit of more than 80 of customers. Just imagine, in the experience of the airport self-service value machine convenient, now how many people go to the airline's desk to hand-handled? For the hospitality industry, when this experience becomes intense, the subconscious choice of the customer will change as a result of this content.

Such practical O2O Internet thinking seems very simple, but the aggregation creates a huge trajectory of thought, and the sheer size of the membership also encourages the accuracy of large data analysis to provide a different check-in experience for each consumer, and is the hotel just a temporary stay?

In fact, each industry can be like the hotel industry, through the internet thinking to carry out experience transformation, rather than just as the Eagle beef brisket through the Star online exposure to earn some attention, the key node only three words-practical.

In this context, the concept of the service industry further blurred-once more attention to the guests stay in the hotel during the experience, this approach with "internet thinking" to look at the surface, but also appear to be too mechanical and lack of human nature. Comparatively speaking, the guest before the arrival of information access, the experience during the stay, after the evaluation and feedback, and so on a series of extension, is the "internet thinking" in the hotel industry upgrade and industrial optimization in the value of the degree of optimization will also determine the survival of the relevant enterprises. "Author: Zhang Shule micro-signal: zsl13973399819"