One of the solutions of Hotel Network Marketing: Dhotelier system

The long tail market, made up of countless niches, can exist, one reason is that there is a group of IT background ASP (application System Provider) for the "manufacturer" to provide solutions, in view of this, in order to explore the domestic many single hotels in the network tourism marketing in the long tail of the market survival and development issues, this series of articles " Hotel Network Marketing solution will be for some of the domestic ASP cases introduced, I hope the hotel "master Network Marketing" to provide a certain reference.

As Professor Dai of North two said: "The application of market promotion and marketing system represented by reservation system has become the most concerned problem of the hotel industry, and information technology has become the key factor to maintain and enhance the hotel competitiveness, and the hotel's dependence on information technology is more and more strong" (Dai, 2007 China Hotel Industry Trend forecast) , however, many hoteliers are confused-"with so many online channel choices, it is not possible to develop the best online marketing strategy for the best return." They know they can do more, but they don't know how to do it. "(excerpted from the Tourism Information Network) Many hotels are looking for the most suitable solution for maximizing direct sales channels and managing numerous distribution channels."

(Open Travel Alliances, the world's most widely used online travel technology standards), the provision of search booking engine, the establishment of multi-channel marketing strategy, through the revenue Management system for hotel distribution channels to manage a complete set of solutions.

The biggest difference between the Dhotelier system and the CRS (central reservation system) is the distributed (distributed) design architecture and the hotel-centred business mechanism that provides the hotel with resource management, Customer management (including institutional customers, hotel regulars and potential customers management), Sales business management, marketing business management, report management, etc., can greatly improve the efficiency of hotel marketing, improve the hotel management level and internal efficiency, for the hotel marketing strategy to provide a strong basis for decision-making.

The Dhotelier system also includes the hotel's website, the hotel's channel management and related data are all in the hotel's own hands, so the hotel can be exempted from some security concerns. Hotels can contract with important channels through the dhotelier system, "Night audit" and pay commission, for small and medium channels and overseas channels, dhotelier can replace channels and hotels for "night audit" and commission payments;

The Dhotelier system can help the hotel to establish a closer relationship with various partners, such as: The hotel can flexibly embed its reservation engine into other website or system, increase the probability of "exposure" of the hotel website in the target customer group.

Dhotelier Express Support hotel fast and other hotels to form a network Marketing alliance, its client software application in the hotel sales front, you can sell many hotels at the same time, as flexible as MSN.

To sum up, the characteristics of the Dhotelier system are:

1. Optimize the hotel website based on OTA Standard, make it easy for guests to find hotels through various network channels and make reservation;

2. Analyze the customer behavior of the hotel website in real time to improve the marketing efficiency and increase the booking quantity;

3. The hotel manages all its network sales channels through revenue management;

4. Provide the hotel with the real time booking service of contracted customers and regulars network;

5. Realize The Independent, omni-directional hotel network joint marketing.