How to catch a senior business customer

Ms. Chen, the sales director of the Southern District of a Japanese-funded enterprise, perennial travel outside, one months have three weeks to stay in the four-star hotel, can be said to be "hotel talent", to her interview, to let us know more: Hotel Online direct channel, frequent customer management, integration plans, customers comments ...
Interview video please stamp: http://v.youku.com/v_show/id_XMzgzMTY0NDEy.html

2012 is a year of opportunities and challenges for the hospitality industry, but for 2011 it may not be that optimistic. Recently, the National Tourism Administration issued the fourth quarter of 2011 Nationwide star Hotel Statistical Bulletin, the communiqué showed that the 12,220 star hotel in the quarter of the total operating income of 65.759 billion yuan (average operating income of only 5.38 million yuan), the average rental rate of 62.04%.

Some have attributed the slump in the hotel industry to rising costs, occupancy rate and house prices both fall, but we see the contradictions in these three factors, put aside costs do not talk about, we need to think, for some hotels, why house prices have fallen, occupancy rate but also declined? is the hotel to attract customers, retain customers what is the problem?

Ask the company has been committed to the hotel online direct profit model to explore and build. Recently, in response to some of the hotel requirements, asked passers-by interviewed in the business guests with a typical representative of a Japanese-funded enterprises in the Southern District sales director Miss Chen, the hotel online direct marketing channels, frequent customer management, integration plans, customers comments and other issues discussed. Miss Chen perennial business trip outside, one months four weeks have three weeks to stay in the four star hotel, is a "hotel talent", perhaps in these areas to bring us some inspiration.

"Loyalty" for business customers

In the choice of hotels, everyone hopes that the hotel will bring them more home feeling, for senior business guests such as Miss Chen, the demand may be more intense, so they tend to choose a hotel as their second home when they go on a business trip to a certain city, and stubbornly stick to their original choice. These people may not only be business guests, but other people who have been away from home all the year round, such as travellers and people attending conferences.

Here are some of the interviews.

Author: "During the business trip, do you choose to stay in a hotel regularly, or change different hotels to stay?" ”

Miss Chen: "If I approve of a hotel, I will basically be faithful to this hotel." ”

Author: "With the development of China's hotel industry, there will be many hotels in the open, you do not want to experience these new hotels?" ”

Miss Chen: "If I go to a city for the first time, someone recommends a hotel to me, I will consider to experience it." But when I came to the city again and had a happy experience with the former hotel, I would choose this hotel again. In a word, once a hotel has been recognized, I will not easily change the hotel, unless a friend strongly recommend other hotels, and the hotel also satisfies my choice of need, change the hotel will not cause inconvenience to me, otherwise I will usually choose the hotel before stay. ”

Use good official "net" to play "Fool (Fishing)"

Since the hotel industry has so many "loyalty" customers, they can bring so many two opportunities, if we can lock them on their first choice, we can not imagine how a hundreds of-room hotel has thousands of such customers will be the situation.

So how do you lock them? In fact, the most efficient way to save money is to use the official website to play "Fool" (fishing), through the online direct way with an invisible net of the hotel and the customer face-to-face bundled together. Official website is absolutely no one to rob, the hotel's own most effective, most loyal sales network, a reasonable process of booking systems and rules of the scientific membership system of the Good Hotel site is the best way to recruit customers. If you can not hit the official website "stupid", only that your official website is not good enough, perhaps the booking process is not convenient or even there is no reservation system, perhaps the membership plan is not attractive, perhaps just the picture is not exquisite such small details.

Maybe someone is too dependent on Ota, but Miss Chen has a different view, said Miss Chen: "To be honest, we recently found some large OTA on the provision of some of the prices may be somewhat high, we and some local hotels will have some agreement price, when we found that their prices will be lower, We also make bookings directly with the hotel through local distributors. ”

Perhaps some people are still worried about the hotel's official website, influence is too small. Miss Chen mentioned that when she chooses a hotel, she often goes to its official website to look at it first. She believes that the official website may be able to get more favorable prices.

Of course, this may be a misconception because of the limitations of certain unspoken rules in the industry. But there is no doubt that, given the same price as OTA, as an alternative, or even disguised as a discount, we can consider to let them from our official web access to better services. This is exactly what Miss Chen mentioned repeatedly in the interview process, and particularly look forward to.

For the hotel's official website, Miss Chen has more to look forward to, she hoped that the hotel website can be attracted to her content. In the process of talking with Miss Chen, I found that Miss Chen paid special attention to the location of the hotel and the surroundings of the hotel as well as the room facilities and hotel service. Even wireless networks and breakfasts are often an important factor in their choice. So the hotel official website must introduce these contents clearly.

The biggest failure of the hotel membership program

We know that in order to improve customer loyalty, most hotels have established their own membership management system, and through a variety of forms to invite their customers to join the membership system. But how many hotels really absorb their own effective members, and effectively use their own membership system?

A hotel in Beijing has established a membership system of more than 5000 members, but it has reached two sales through its membership system for less than 1000 people. The reason is that they absorb a large part of the membership is not a valid member, or they do not manage the member system effectively.

In the interview, we found that Miss Chen, who has a "loyalty" mentality in the hotel, has not been absorbed as a member by a hotel she has long favored, or is actively seeking to maintain a stable relationship, or to maintain a particular concern. From the interview we learned that Miss Chen's choice of the hotel is strongly exclusive, but when she chose a hotel for a long time, in some cases will also be shaken and "allegiance" other hotels, which may be the biggest failure of the hotel membership plan, on the one hand, customer loyalty is expected, on the one hand, there is no good consciously to effectively manage these customers.

But Miss Chen is not entirely interested in the hotel membership program, and they are supportive of the hotel membership program, provided they meet their immediate needs. In the interview, Miss Chen clearly expressed the expectation of the hotel membership plan.

Author: "For the hotel, you are a regular." Are you interested in joining a number of hotels that have been developed or are in the pipeline to make frequent flyer plans? ”

Miss Chen: "depends on the conditions they offer." ”

Author: "What kind of service do you want to provide to the member?" ”

Miss Chen: "I don't want them to return points or cash, I hope that they can improve the level of my service according to the number of my stay, under the company's strict travel management regulations, free upgrades to more advanced rooms, such as more than five times to stay in accordance with my previous preference to provide some high-end exclusive services, Or you can offer lunch, dinner, not just breakfast. In short, it is in the service can reflect on my old customer feedback. ”

Author: "Is this more appealing than rewarding programs like bonus points?" ”

Miss Chen: "To me, this may be more attractive." I also have some shopping malls or credit card points, but the real exchange is very small, because it often requires you to accumulate to a relatively high level to exchange. Hotel points often need to return countless times to redeem, even if the exchange, they reward things for me is not very attractive. Many of my points are often dormant, and perhaps more attractive to my younger colleagues. ”

But she does not deny that, in any case, the hotel's points are attractive to customers.

She said: "I think as long as the hotel has a plan for this, points or VIP member Room upgrade is good, in fact, can attract some customers." ”

How to induce frequent guest evaluation

There is no doubt that customer evaluation is often a key role in customer choice, we also learned about this in the interview with Miss Chen, who mentioned that she would go to the website to look at a customer comment on a hotel before going to a strange place, and then finally decide whether to choose a hotel and establish a long-term relationship with it.

However, Miss Chen also pointed out that she rarely comments, only when she is particularly satisfied with a hotel or particularly dissatisfied, she will think to share with others. This means that the hotel may not be in the case of Miss Chen, such as high-end customers, but how to guide customers to the hotel for effective reviews so as to have a positive impact on new customers?

The solution, the most fundamental is often to provide some customer unexpected meticulous service, so that customers could not help but want to share their happiness to others. Miss Chen thinks, the hotel helps her to tidy up the clothes that scatter on the bed, perhaps can win her good opinion. If she was particularly satisfied with breakfast, she could not help but want to tell others.

Miss Chen also points out that the reason she rarely reviews is because there is no time. So how does the hotel help the guest to win the comment time? When the author asked, if the cell phone can be evaluated, she will not be more evaluation of hotel services, Miss Chen Affirmative answer: "That frequency will certainly be a little higher, maybe I will do before bed." ”

This seems to suggest that hotels should make more efforts in mobile marketing. or provide a more convenient way to comment than on a computer.