The official website Direct Selling, why must become the hotel marketing main means?

Ask passers-by Information Technology Co., Ltd. is the only focus on the hotel online Direct marketing technology and service providers, since 2011 in the hotel industry held two consecutive "China Hotel industry high-level seminar", awakened China's hospitality industry online direct enthusiasm, especially in Hainan and Guangzhou market has caused great repercussions, In the industry has played the role of the pioneer, after the market discipline, has gradually grown into China's hotel industry leader in online marketing field.

Since June 2012, the third "China Hotel online Marketing Seminar", sponsored by the passers-by, was launched on June 19 at the Jing-ji hotel in Shenzhen, and the Guangzhou Branch and Chengdu Branch also opened on 21st and 29th respectively, and achieved satisfactory results. Each meeting attracted up to dozens of more than four-star hotels to attend the meeting.

According to the industry, the current hotel market is divided into online market and offline market two major plates, on-line distribution and online marketing into the direct marketing market, and online direct marketing is divided into channels online direct sales and official website two parts. Ask the company through careful market analysis and compare to think, through a period of time of the market running-in, ask the company specifically advocated by the online direct marketing model, especially the hotel official direct sales model, will become the main means of hotel marketing in China.

New changes in consumer spending habits

When it comes to the maturity of consumer habits, you may want to start with the official website. Hotel Website Direct sales mainly divided into two parts, one is facing unfamiliar customers, through various channels to guide them into the official website booking platform for reservations. The second is for members and regulars, through the establishment of effective member management system and frequent customer programs, to facilitate them through the official website booking platform for two times sales.

It can be seen from here that the hotel direct sales must be customer-oriented, what consumers need, technology and service providers to provide what, also can provide what. Therefore, the application of online direct marketing in the hotel industry, only in the consumer use habits mature premise, can play the best effect.

By booking hotels through online direct marketing, the maturity of consumer spending habits, we may already be able to prove the implementation of affiliate programs from some hotels.

First of all, we understand that online direct marketing also contains two aspects, one is online, one is direct marketing.

In direct marketing, there are media reports, the domestic economic chain hotel 7 days chain Hotel (Svn.nyse) High-profile launch of "The next 100% Direct sales" strategy, that is, consumers have been more willing to accept direct sales of this way of booking performance, because the 7-day High-profile launch of this strategy is based on its 11 million members, In other words, only 7 days chain hotels, there are 11 million of consumers accept the model of direct marketing, and there is a large part of the online and the realization of direct sales.

Undoubtedly, for the membership program, it is also the chain of economic hotels and single hotels, hotel groups are trying to implement the strategy, they are also vigorously develop their membership to more owners of the hotel's own customers. This makes the hotel online direct sales have a better foundation.

In these hotels in the relatively long period of market cultivation, as well as foreign hotels and consumers for a long time the impact on domestic consumers, coupled with the company and other enterprises such as the positive efforts, especially in recent years, particularly for the single hotel research and development of the membership system, more and more single hotels also began membership management and frequent program, Increased emphasis on its strength.

In the hotel industry, the overall trend of comprehensive coverage, the hotel industry and consumers have a good interactive impact, the hotel industry implementation of the membership program in turn to consumers in the hotel has a positive impact, so that they pay more attention to the enjoyment of the rights of members, thus more easily accept membership mode.

From the macroscopic point of view, the membership model in all walks of life application is also a good example. It has also increased the likelihood of moving from other industries to the hotel industry, allowing the hotel industry to have a better direct sales base.

A study by Forrester Research, a foreign agency, shows that for consumers, they are reluctant to spend more on intermediaries, and 69% of American leisure travellers prefer to make a direct booking, while only 27% want to make a reservation from a middleman. Because they think the quality of service can only come from the hotel itself. The further improvement of Chinese consumer awareness is only a matter of sooner or later.

From the "online" perspective, the second trend in consumer spending habits is that people are more likely to choose to shop online or to book hotels, but more importantly, people already enjoy the pleasure of booking a hotel on the website's direct selling platform. And the first keen to find consumers such changes in addition to the company, there are some tourism search platform and Third-party online Direct marketing platform, where to go, cool news, such as the emergence of a good example. When people are still looking more to the big online travel distributors, they have focused on the hotel's official website, far-sighted to see the changes in customer booking habits, have used their own platform to direct customers to the hotel's sales platform, to help hotels better use their own official website and other resources to obtain orders.

This seems to indicate that, due to consumer recognition, the hotel online direct marketing in the future will become as important as the distribution of sales means, in the hotel marketing process play an increasingly important role.

The industry has also noted that, in the hotel online booking mode, although China currently only 25% of Internet users will be online booking the way to make hotel reservations, but it can be foreseen, with the increase in the number of Internet users in China, as well as the online hotel booking market and inbound and outbound tourism slowly towards maturity, China's online tourism industry and its hotels are set to usher in a blowout in the next few years. Domestic well-known tourism media, "global travel news" president lie even believe that the current global hotel distribution channels and direct sales channels have maintained a 6:4 balance, and is expected in the next 2-3 years, direct sales and distribution is likely to achieve 5:5 percentage.

Industry development driven by strong technology and service

Perhaps the development of all industries, the first is the development of technology. Technology to make the idea into reality at the same time, also bring the idealized life to our side. As an extension of technology, service patterns are becoming increasingly important in today's life. And the innovation of technology and service mode, with its strong vitality, has promoted the development of the industry.

Throughout the hotel industry online Direct marketing technology and service Development Road, the industry also saw the hotel industry in technology and services under the strong impetus of the industry development trajectory.

First of all, in the hotel online direct to the more important online direct sales platform for the core technology and services to update and improve, relative to the previous online direct marketing system, following the Huang CEO of the company said in 2011 that the hotel industry has entered the DOSSM era, After asking the company has a deep hotel industry background of the research and development team to improve the perfection of the DOSSM system has a series of new functions, to the hotel brought more and better use of experience and marketing results, the hotel industry also has a more important significance.

It is learnt that the direct marketing platform built by the company to the official website and smartphone client as the center has completely covered the traditional internet and mobile internet, from the vertical view, the hotel has also been applicable to a range of services products booking, such as rooms, meeting rooms, meal vouchers, meals, services, golf courses, golfing, merchandise, can be realized online real-time booking and real-time recognition, and other sales channels of booking management has been very perfect: not only for the online booking, members, travel agencies, the agreement company can use dossm-be Direct booking to the hotel; for the hotel a variety of promotional products, settings and reservations have been achieved, Allow the hotel to set up all kinds of promotional activities according to the needs; while the management of revenue management can make the hotel external price floating according to the rate of housing or the rate of reservation, it can be used to select and confirm the order for the reservation condition and source channel; open Channel Interface, Even allow OTA and other online travel agencies through the interface agreement and Dossm-be Direct, real-time query price and DOSSM inventory room quantity;

And on the Affiliate marketing platform, the complete customer and channel management system has covered all types of individuals, agreement travel agencies, agreements and distribution channels, as well as customized customer-level management, and the hotel can define various levels and conditions, preferences and other information according to the needs of its frequent customer system. , and the open way of individual member registration, can allow individual customers to use a variety of popular social media accounts (such as: Sina Weibo, Tencent Weibo, QQ, etc.) to register and login to the hotel's frequent member system, to facilitate the guests to manage their own account, the more able to play a regular system of socialization and social features.

Supported by these technologies, ask the way the consultancy service advocated by the company is a major feature of the way, it through to the hotel to provide online direct sales operation system to build the whole guide and to provide online direct sales of various advisory services, to help the hotel to develop online marketing operations manual to effectively ensure the hotel online direct effect, Broke the technology companies only to provide technical support mode, instead of heavy technology to more services, technology and services, a new phase of the two-pronged approach.

There is no doubt that the strong technical and service support provided by the online direct selling company has propped up the middle link of the whole industry of the hotel online direct selling, which has played a key role in the realization of the hotel's online direct selling effect.

And in the upstream of the industry, in recent years, there have been more and more outstanding enterprises emerge, while some traditional internet companies have increased the concern of the tourism industry, especially the hotel, their vertical search and "help hotels online Direct" concept, has become the hotel's official reservation platform, one of the important sources of browsing volume, Help the hotel to import customers from the Internet to the hotel's official website booking platform, thereby greatly promoting the hotel's official website reservation platform development. Even some social media, such as Sina Weibo, are implementing the "hotel growth program", or can also contribute to the hotel a lot of traffic. Even some of the surface with the hotel online direct water and water is not allowed Ota, can not be denied objectively for the hotel online direct sales brought traffic.

And in the downstream industry, a large number of payment companies are trying to or have entered the hotel online direct booking market, as early as 2011, asked the company has with Agricultural Bank of China and other large-scale payment platform to reach a strategic cooperative relationship. And in 2012, PayPal and other international payment platform of enthusiasm and concern about the hotel industry, but also let the Chinese hotel industry has seen the obstacles to the online direct development of the hotel industry is 1.1 point was dismantled, by the weak domestic credit system caused by a large number of invalid network reservation problem, will be solved. The hotel can therefore make use of the advantages of online payment to make a series of promotional and promotional activities more conveniently, unrestricted to achieve convenient off-site payment, payment real-time recognition is greatly improved the efficiency of booking.

Low investment, high returns, quick results, interpretation of the best hotel marketing model

When it comes to the low investment and high returns of the official website, we must first understand the difference of several concepts. The first is the difference between distribution and direct marketing, distribution and direct sales The most essential difference is what? I think it is commission, if there is no commission, distribution and direct sales there is no essential difference. It can be argued that if large online channel distributors change their business strategy, from charging a high commission to a hotel and relying only on online advertising and click-through clicks, then many large online channel distributors become direct channels.

Second, the official website direct marketing and Third-party direct channels also have the essential difference, the most essential difference is whether the hotel itself master these customers. Third-party direct marketing channels of course can bring customers, but these tourists are not the hotel's own only source, customers this time through Third-party direct channels to book this hotel, the next time may also through Third-party Direct marketing channels to other hotels. Official website is different, it combined with the official website booking platform Unique membership system, can be from the third party direct sales channels into their own customers have a strong loyalty, so that the source firmly in their hands.

It can be seen from here that the hotel substantially reduces the cost of the sale because of reduced commission expenses. Even more because the official website Direct Marketing system is unique in line with the lower marketing costs, such as the use of the company's online direct sales platform, in the question of a series of preferential policies, the relevant costs can not exceed 100,000, and do not have to repeat the investment, and then basically no longer need other investments. Therefore, the official website has low investment characteristics.

And for the official website to bring the high return characteristics, in the short term, his huge explosive power to make a network booking of the original low sales of the hotel is 2,500% of the breakthrough growth, but also to the original through the online channel only 10 nights per month of the hotel leaped 350 nights per month. Ask the company some of the cooperation hotels have made such an amazing effect. In the long run, when the domestic customer booking habits as mature as foreign customers, they will first choose a relatively mature booking platform for the hotel, or choose a reservation platform just started, online direct sales system is not perfect hotel to make a reservation, discerning a want to know. And when these first access to the hotel's official website generally have a group of members with strong loyalty, in the ideal state for a specific area of all customers to achieve effective division, after the hotel would like to split the hotel online direct marketing, perhaps more difficult. This is the official website direct to the hotel brings high returns.

In fact, in the industry as early as 2010, someone saw the role of network marketing can not be underestimated. They say that over the past two years, hotel managers have been asked to get the highest returns with the least amount of money, and they are constantly moving offline marketing costs to the Internet. A 2010 survey showed that 51.1% of respondents said they had shifted some of their budgets to the Internet because they believed that electronic marketing would have better results.

The hotel attaches importance to the development of the direct marketing model wings

Since 2011, and even earlier, a series of innovative online marketing models, such as group buying, rebates, fuzzy pricing, reverse pricing, last-minute specials, OTA multi-channel Alliance distribution, have continued to bombard the brains of Chinese hospitality industry people.

But perhaps the hotel needs a hotel of their own, a better marketing model, China Tourism Research Institute deputy Dean Dai has said, "The hotel's core is direct marketing, expand direct sales, so you can fully grasp the right to bargain." This also fully demonstrates that the industry has always been attached to the hotel direct attitude, there are many expectations.

In the company of asking passers-by in Shenzhen, Guangzhou, Chengdu, Sanya and other places held in the "China Hotel industry Online Marketing Seminar", you can see this, this series of meetings and the field is full, marketing director above the total number of senior hotel participation of hundreds of people, indicating the hotel industry participation in the hotel online direct enthusiasm, It also shows that China's hospitality industry is eager to find a breakthrough in the development of online marketing.

In fact, according to incomplete statistics, more than 2000 hotels have participated in the online direct marketing through various forms, asking passers-by to provide the hotel's official direct selling technology and service support to hundreds of hotels in the past few years.

and authoritative people more forecast, the hotel industry to carry out online direct sales will be a big trend, and frankly, the so-called online marketing is the hotel through their own web site to carry out the campaign. According to their statistics, the ratio of Marriott, Hilton's direct sales through its own web site to indirect sales through online intermediaries has reached 75:25.