Some enlightenments of the domestic high star hotel to maintain the high profit growth

Di Hao Group is a financial, hotel, real estate, cultural industry as one of the integrated Investment Group, under the Royal Garden Hotel, Royal Holiday Hotel and other business and leisure five-star hotel construction of the Royal Hotel Group in the industry, especially in Guangdong region has a great influence. Royal Garden Hotel is more than 700 million yuan investment, the total area of 175 acres, is the Pearl River Delta region's largest, most tasteful, the most temperament of the five-star hotel.

After 10 years of development and growth, Royal Hotel group in the room sales, member management, revenue management, customer service and other aspects of accumulated rich experience, so that hotel group's hotels such as Dongguan Royal Garden Hotel in the past 10 years, maintained an average of 3%-5% annual profit growth. Especially in recent years the hotel industry overall recession, even maintained a 10%-15% growth.

Ask passers-by as the hotel industry online Direct marketing experts, its core team has long been engaged in hotel industry, has been committed to the hotel online direct profit model and its operating system to build and in-depth research.

The way of thinking that, as the industry in the realization of profit growth in the typical hotel group, its successful experience on the Chinese hotel industry has a certain enlightenment, it is worth the industry to pay attention to.

"Flat strokes" of performance growth

During the 10 years since its inception, the Royal Hotel group perhaps to maintain an incredible profit growth for the industry, even their senior executives may have doubts in a certain time period, why can the company in such a business environment to get the huge recognition of customers, thus creating their overall hotel environment is not optimistic, Not only in the housing rate, house prices and other test hotel operating conditions of the relevant data on the huge climb, more importantly, its profits in recent years to maintain a rapid growth.

Maybe they have a coup, but we think, whatever the trick, the core factor in achieving these results is their team. The Emperor Hao team is characterized by a focus on learning, execution and innovation. It is they carefully built the emphasis on learning and implementation of the team's efforts, through high-quality customer service to enhance the hotel in the customer's reputation, in the maintenance of customers to maintain the continuous interaction with the old customers. Their sales team is the direct driver of their profit growth. But if we have to point out, we put their success of the main factors to team building, Word-of-mouth building, the maintenance of old customers three aspects.

The Emperor Hao people in the team to create no strange strokes, learning and execution is their magic weapon, which is also proud of the top leaders of the Royal Pride. Emperor Hao is really constantly learning to learn, and constantly carry out execution. Emphasis on learning and execution, at the Royal Hotel, is not just a slogan, but a hands-on work ethic. To advanced enterprises to learn advanced management marketing concept, and constantly to each team member for various needs of various vocational skills training, is their "learning" two key points. The implementation of the hotel group's resolution is the most thorough execution of the Executive force, which requires the team members to perform without exception to each member from the top to the front-line staff. Because of this, they temper their unique team temperament, with customers to their great appreciation of the different team style, everyone is full of vitality.

Such a team in customer service is undoubtedly perfect, which won their customers praise, thus forming a good reputation in the customer base. Mr. Yang Yi, assistant general manager of the Royal Hotel Group, even attributed this to the most direct driving factor in the growth of Di Hao's profit, and it was the improvement of the reputation of the hotel in the customer base, which kept the old customers at the same time, constantly brought new customers. And the customer is the hotel profit growth source. So what do they do in terms of customer service? Mr. Yang Yi, assistant general manager of the hotel group, said that their principle is not to claim that we are the best, but to let customers feel that we have been working hard, and think customers want to continue to provide more surprises to customers.

The formation of Word-of-mouth, from a certain point of view, but also in their old customers the careful maintenance, in order to maintain customers, they even often at the expense of profits. This not only enhances the loyalty of the old customers, but also increased the possibility of the old customers to spread the reputation of the Emperor Hao. They also take a continuous approach to their old customers, in addition to the most sincere holiday greetings, they also use a customized, personalized customer interaction, with the Internet and mobile phone clients in depth, they have more use online way to interact with customers, such as social media interaction, There is a special person to the official Weibo Weibo and website real-time management, real-time online interaction with customers. In addition to micro-blog interaction, Royal Hotel Mobile Client development work is also in progress, once put into use, customers can use mobile phone to the Royal Hotel for inquiries and interaction, but also can use the mobile phone client anywhere with the Royal Hotel to achieve "face-to-face" two-way communication.

The moves are likely to be prosaic in the industry, and many hotels may be doing the same. But maybe the light is true, odd strokes, coup in the short term may bring a momentary profit extraordinary growth, but the odd recruit coup may let the customer to the hotel to produce too much expectation, constantly to the hotel to put forward higher requirements, so that the hotel is tired of coping, ultimately because unable to meet customer demand and attract customers complaints. In this way, it is possible to persevere in the steady implementation of these flat strokes 10 years and 20 years, and has been holding on, is the real coup, can bring sustained profit growth.

Of course, in addition to the use of hotel resources and services to fully attract customers through the online direct way to stay in the hotel, their attention to the common development of various channels, including OTA and online direct marketing, has also become the reason for their profit growth.

Establishing a new profit growth point by online Direct selling operation system

The Empire has a glorious history, but their team knows very well that the key to continuing the growth of the profits in the future is constant innovation. Among them, the marketing model innovation, continue to accept the new marketing model, marketing concept of baptism, and even try to buy such a marketing form, and in the operating system to introduce the latest marketing model and the original operating system to adapt to the operation of the new marketing model, is their realization of the new profit growth key point.

To this end, they have been working hard, their marketing team on the online direct sales have a certain basis and achieved a certain degree, their online direct sales even have made a strong contribution to their profit growth. But they are still in the existing online marketing channels on the basis of the introduction of the industry's most advanced online direct sales operation system, the realization of online direct marketing from a single point of view to a full range of stereo mode transformation. Through the construction of online direct marketing operation system, to achieve the expansion of sales channels, in the premise of attaching importance to distribution channels, increase the direct sales channels, especially online direct channel development, follow the consumer information access channels and changes in consumption habits, targeted marketing activities, Without increasing costs and even to a certain extent, the premise of reducing costs, and constantly strive for new customers, and bring more concessions to old customers and better service.

Long ago, the Emperor Hao began with the domestic online direct marketing leaders and pioneers of the company to contact, and even sent a high-level team on the Di-Hao online direct operation system to build and ask passers-by related personnel for in-depth discussion, in this process, Together with the Royal Hotel Online Marketing the overall operating system of the system, personalized planning, in the context of the strong online direct marketing technology provided by the specific support, the Royal Hao's online direct operation system covers the following several infiltration hotel management of various levels, including the hotel website marketing operation standards and procedures, Hotel electronic marketing operating standards and procedures, hotel pricing plan and revenue management implementation methods, hotel frequent guest plan operating standards and procedures, hotel online booking operation Process, hotel community marketing operation Process, hotel mobile marketing implementation methods, and according to the actual situation of the Royal Hotel also has a special standard operating manual for the hotel.

With an open vision and an advanced spirit of innovation, Yang Yi, the assistant general manager of the hotel, believes that in the course of future business, the hotel will have to maintain the continuous profit growth, the marketing model and the operation mode change. The model of profit growth through online direct selling operation system is a good model, which will promote the marketing and operation of hotel Group and hotel group members.

Mobile marketing is an effective and innovative way

In view of the expansion of marketing channels, many hotels in the country have not yet been involved in the field, such as mobile marketing, Dili Hao also has initiatives, this fully illustrates that the Emperor Hao is a forever in the forefront of the industry with a strong spirit of innovation and forward-looking hotel.

Di Hao senior to mobile marketing in the field of marketing in the future the importance of a profound understanding, Yang Yi Assistant general Manager (hereinafter referred to as Yang General) has the following interview dialogue, we can see the Emperor Hao in the mobile internet era of foresight.

Author: "With the advent of the mobile internet era, more and more bookings have been completed by mobile phones, the way has been the first to the hotel industry launched a mobile phone client, and has been more and more hotels began to use." What position do you think the mobile phone book will occupy in the future Hotel marketing channel? ”

Yang: "As early as a few years ago, we have noticed that at that time, the media put forward the so-called ' three-screen concept ', we think, in the future people look at the mobile phone screen may be far more than watching TV screen and computer screen time, how we now attach importance to network marketing, in the near future will be how much attention to mobile marketing. Mobile phone booking more convenient and fast, mobile phone marketing in the future is bound to be a trend, trends, because the mobile phone is the closest to customers, customers, one of the most commonly used tools, it can help us to lock customers faster, and maintain the communication with them anytime and anywhere, effectively expand our marketing channels. This is one of the reasons why we choose to ask passers-by and make a custom phone call to clients. ”