CN115578127A - Marketing method suitable for hotel tail room sweeping - Google Patents
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Abstract
The application discloses marketing method suitable for hotel tail room sweeping, belongs to hotel marketing technical field, and includes the following steps: monitoring vacant room amount information of a hotel in real time, automatically triggering a hotel tail room sweeping marketing strategy when the vacant room amount of the hotel is more than a triggering threshold value in a tail room marketing period, wherein the hotel tail room sweeping marketing strategy comprises a strategy 1, tail room marketing product information is issued through a marketing platform, and a strategy 2, the information of the check-in requirement of the guest is automatically matched or associated, if at least one vacant room type can meet the check-in requirement of the guest, the marketing product information is pushed to the guest, the room type information meeting the guest requirement is displayed in a striking mode, and if the vacant room type meeting the check-in requirement of the guest does not exist, the room type is not taken out of account; and automatically closing the hotel tail room sweeping marketing strategy under a preset condition. The marketing method provided by the application can effectively reduce the vacancy rate of the hotel in the tail room sweeping period, and the benefit maximization of the hotel is realized.
Description
Technical Field
The invention relates to the technical field of hotel marketing, in particular to a marketing method suitable for a hotel tail room.
Background
In the hotel industry, a tailroom sweeping phenomenon exists, namely after 20 o ' clock, 21 o ' clock or 22 o ' clock each day, if the hotel still leaves vacant rooms, the vacant overnight rooms will not create any income for the hotel, and how to solve the problem is how to maximize the benefit of the hotel, which is a big problem in the prior art.
Disclosure of Invention
One advantage of the present invention is to provide a marketing method suitable for hotel tail room sweeping, wherein tail room marketing product information is released through a marketing platform to attract customers in a tail room marketing period, or check-in demand information released by customers is automatically matched or associated, room type information meeting demands is actively pushed to the customers, so that vacancy rate of the hotel in the tail room sweeping period can be effectively reduced, business income of the hotel is directly increased, and hotel benefit maximization is realized.
One advantage of the present invention is to provide a marketing method suitable for hotel tail room scanning, wherein a part of products in tail room marketing products are selected as hotel marketing private area products to be issued for hotel members and private area customers, and a part of money is taken as marketing rewards, so as to greatly promote consumption of the hotel members and the private area customers in the tail room scanning period, or promote the hotel members and the private area customers to perform fission marketing by using marketing two-dimensional codes and/or H5 page addresses, and greatly improve marketing efficiency in the tail room scanning period of the hotel.
One advantage of the invention is that the marketing method suitable for the hotel tail room cleaning is provided, wherein the potential customer resources can be mined through the order-grabbing strategy, the vacancy rate of the hotel in the tail room cleaning period can be reduced, and the popularization of the hotel tail room marketing product can be improved.
In order to achieve at least one of the above advantages, the present invention provides a marketing method suitable for a hotel tail room, comprising the following steps:
the method comprises the steps of monitoring vacant room amount information of a hotel in real time, and automatically triggering a hotel tail room sweeping marketing strategy when the vacant room amount of the hotel is larger than a trigger threshold value at a first preset moment, wherein the hotel tail room sweeping marketing strategy comprises any one or more of the following marketing strategies:
strategy 1, issuing the information of the tail room marketing product through a marketing platform, wherein the information of the marketing product comprises the following information: the method comprises the following steps of hotel name, introduction, a door head photo, a contact call, a vacant house type photo, marketing use rules and a vacant house type corresponding price, wherein the vacant house type corresponding price is not higher than the usual house type price;
strategy 2, automatically matching or associating the check-in demand information issued by the guest on the check-in platform of the Internet hotel, pushing the marketing product information to the guest if at least one vacant house type can meet the check-in demand of the guest, displaying the house type information meeting the guest demand in a striking way, and not taking care if the vacant house type meeting the check-in demand of the guest does not exist;
and when the number of the vacant rooms of the hotel is less than a closing threshold value or at a second preset time, automatically closing the hotel tail room sweeping marketing strategy, wherein the first preset time to the second preset time is a tail room marketing time period.
According to one embodiment of the invention, part of the tail room marketing products released by the marketing platform are selected as private products for hotel marketing;
when automatically triggering hotel tail room sweeping marketing strategy, synchronously releasing hotel marketing private area product information to hotel members and private area clients, wherein the room type price of the hotel marketing private area product is less than the vacant room type price, wherein the hotel marketing private area product price and the difference between the vacant room type prices is marketing rewards, the marketing rewards return corresponding to the hotel members or the private area clients after the corresponding hotel marketing private area product is consumed successfully.
According to an embodiment of the invention, synchronously issuing hotel marketing private area product information to hotel members and private area customers means that marketing two-dimensional codes and/or H5 page addresses generated by a hotel automatic marketing system are sent to terminal devices of the hotel members and the private area customers, wherein the marketing two-dimensional codes and/or the H5 page addresses are linked to the hotel marketing private area products and are accompanied by pusher information, hotel staff takes the approval of the marketing two-dimensional codes and/or the H5 page addresses, carries out branch reward according to the checked hotel marketing private area products, and returns the marketing reward to the pusher, wherein the pusher is the hotel members or the private area customers.
According to an embodiment of the invention, the hotel automatic marketing system carries out marketing and billing through a payment platform, wherein a hotel account of the payment platform obtains a marketing amount of a private hotel marketing product, and waits for a hotel manager to collect, and a customer account of the payment platform obtains the marketing reward amount and waits for a hotel member or a private customer to collect.
According to one embodiment of the invention, the public domain flow client ordered by the OTA platform is automatically converted into the hotel member or the private domain client after successfully living in.
According to an embodiment of the invention, in the hotel tail room cleaning marketing strategy, the free room type corresponding price and the hotel marketing private area product price are automatically adjusted in a decreasing manner, and the closer to the second predetermined time, the lower the price.
According to an embodiment of the present invention, in the hotel tail room scanning marketing strategy, an order grabbing strategy is further included, where the order grabbing strategy is defined as:
and the strategy 3 is that when the situation that the client publishes the check-in demand information on the internet hotel check-in platform is monitored, and only the prices in the check-in demand information published by the client are not matched, the prices of the corresponding house types are automatically adjusted or manually adjusted, so that at least one of all the vacant house types can meet the check-in demand of the client.
According to an embodiment of the invention, after the strategy 3 is implemented, the hotel marketing private area product information is synchronously and automatically updated, so that the room type price of the hotel marketing private area product is smaller than the vacant room type price.
These and other objects, features and advantages of the present invention will become more fully apparent from the following detailed description.
Drawings
Fig. 1 shows a flow chart of a marketing method suitable for a hotel tail room according to a preferred embodiment of the present application.
Detailed Description
The following description is presented to disclose the invention so as to enable any person skilled in the art to practice the invention. The preferred embodiments in the following description are given by way of example only, and other obvious variations will occur to those skilled in the art. The basic principles of the invention, as defined in the following description, may be applied to other embodiments, variations, modifications, equivalents, and other technical solutions without departing from the spirit and scope of the invention.
It will be understood by those skilled in the art that in the disclosure of the specification, the terms "longitudinal", "lateral", "upper", "lower", "front", "rear", "left", "right", "vertical", "horizontal", "top", "bottom", "inner", "outer", etc., indicate orientations or positional relationships based on those illustrated in the drawings, which are merely for convenience in describing the invention and to simplify the description, and do not indicate or imply that the device or element being referred to must have a particular orientation, be constructed and operated in a particular orientation, and, therefore, the terms should not be construed as limiting the invention.
It is understood that the terms "a" and "an" should be interpreted as meaning "at least one" or "one or more," i.e., that a quantity of one element may be one in one embodiment, while a quantity of another element may be plural in other embodiments, and the terms "a" and "an" should not be interpreted as limiting the quantity.
Referring to fig. 1, a marketing method for hotel tail room scanning according to a preferred embodiment of the present invention will be described in detail below, wherein the marketing method for hotel tail room scanning comprises the following steps:
the hotel spare room amount information is monitored in real time, when the hotel spare room amount is larger than a trigger threshold value at a first preset time, such as 20 o ' clock, 21 o ' clock or 22 o ' clock of each natural day, a hotel tail room sweeping marketing strategy is automatically triggered, wherein the trigger threshold value is generally set according to the actual operation condition of the hotel, and can also be flexibly set based on the sitting position of the hotel and the usual occupancy rate, such as 22 o ' clock of each natural day, the hotel spare room amount is larger than 20 o ' clock, a hotel tail room sweeping marketing strategy is automatically triggered, of course, the trigger time and the trigger spare room amount can be adjusted according to various factors such as season, special activities and the like, wherein the hotel tail room sweeping marketing strategy comprises any one or more of the following marketing strategies:
strategy 1, through marketing platform, for example believe public number a little, internet platform, customer end or mobile terminal etc. issue end room marketing product information to initiatively outwards promote the hotel product, promote the hotel and sweep the rate of living in of end room period, and then promote the hotel benefit, wherein marketing product information includes following information: the method comprises the following steps of (1) hotel name, introduction, a door head photo, a contact call, a vacant house type photo, marketing use rules and a vacant house type corresponding price, wherein the vacant house type corresponding price is not higher than the price of the house type at ordinary times, the ordinary house type price refers to the price set by the hotel in a non-marketing period, and the marketing use rules comprise end-of-house marketing product use time limit, user requirements and the like;
strategy 2, automatically matching or associating the check-in demand information issued by the guest on the check-in platform of the Internet hotel, if at least one spare room type can meet the check-in demand of the guest, pushing the marketing product information to the guest, and displaying the room type information meeting the guest demand in a striking way, so that the guest can check the room type information meeting the requirement at the first time conveniently and strive for the guest actively, in addition, the marketing product information pushed to the guest comprises the room type information meeting the check-in demand of the guest and the room type information not meeting the check-in demand of the guest, so that more choices can be provided for the guest, the guest can be saved, meanwhile, the effect of actively popularizing the product to the guest can be achieved, and if the spare room type meeting the check-in demand of the guest does not exist;
in addition, the hotel tail room sweeping marketing strategy is automatically closed when the number of free rooms of the hotel is less than a closing threshold value, for example, when the number of free rooms of the hotel is less than 3, or at a second predetermined time, for example, 24 o' clock per natural day, wherein the first predetermined time to the second predetermined time is a tail room marketing period.
Considering that the acceptance of hotel members and private clients of a hotel to hotel products is high, meanwhile, the viscosity of the hotel is high, and when the hotel carries out end-of-house marketing, the hotel members and the private clients of the hotel can more easily receive marketing strategies of the hotel compared with other clients, so that as a preferred embodiment, part of the end-of-house marketing products issued by the marketing platform are selected as the private products of the hotel marketing;
when the hotel tail room sweeping marketing strategy is automatically triggered, hotel marketing private area product information is synchronously issued to hotel members and private area clients, wherein the room type price of the hotel marketing private area products is smaller than the vacant room type price, the difference value between the hotel marketing private area product price and the vacant room type price is marketing reward, the marketing reward returns to be corresponding to the hotel members or the private area clients after the corresponding hotel marketing private area products are successfully consumed, the consumption enthusiasm of the hotel members and the hotel private area clients is further excited through the means of giving the benefit to the hotel members and the private area clients, the vacancy rate of the hotel at the tail room sweeping period is reduced, and then the hotel benefit maximization is realized.
Further preferably, the step of synchronously issuing hotel marketing private domain product information to hotel members and private domain customers refers to sending marketing two-dimensional codes and/or H5 page addresses generated by a hotel automatic marketing system to terminal devices of the hotel members and the private domain customers, namely issuing hotel marketing product private domain product information to the hotel members and the private domain customers in a mode of marketing two-dimensional codes and/or H5 page addresses, wherein the marketing two-dimensional codes and/or H5 page addresses are linked to the hotel marketing private domain products and are accompanied by pusher information, and hotel staff take the approval of the marketing two-dimensional codes and/or H5 page addresses, carry out split reward according to the checked hotel marketing private domain products, return the marketing reward to the pusher, wherein the pusher is the hotel members or the private domain customers.
It is worth noting that the hotel marketing private product is certified in a way of a certified marketing two-dimensional code and/or an H5 page address, and can be more directly distributed to hotel members or private clients, so that the hotel members or the private clients can directly obtain marketing rewards regardless of use, or the hotel members and the private clients share the hotel marketing private product with other people, the hotel members or the private clients sharing the hotel marketing private product can further promote the enthusiasm of the hotel members and the private clients in promoting the hotel marketing private product, meanwhile, the hotel marketing private product can also be widely promoted, once the newly-enrolled clients become the hotel members or the private clients, the new-enrolled clients can promote the hotel private product, the snowball type active promotion effect is formed, and the hotel marketing is promoted in a way of two-level agency + fission.
Preferably, the hotel automatic marketing system carries out marketing and billing through a payment platform, wherein a hotel account of the payment platform obtains the marketing amount of private products for hotel marketing, waits for the hospitality management personnel to pick up, wherein a customer account of the payment platform obtains the marketing reward amount, waits for the hotel members or the private customers to pick up, and therefore marketing and billing are carried out through a payment platform brought into a third party payment platform or the hotel, and the safety, stability and fairness and reasonability of the account are guaranteed.
In addition, considering that most hotels in the traditional hotel industry still have a digital understanding in the stage of only publishing hotel room resources, the traditional hotel industry mainly relies on a large amount of Online Travel platform (OTA for short) renting and room beds to form a main revenue, but a plurality of uncertain adverse factors exist in the process, such as: the method comprises the steps that the commission of the OTA platform is increased, the policy is not clear, malicious competition among OTAs, price fighting and forced control of the room price rented by the hotel are lower than competitors, and the like, and the hotel is forced to accept the policy and the regulation of the OTA which are changed continuously in order to reduce the vacancy rate and improve the OTA search ranking, so that the public domain flow client issued by the OTA platform is automatically converted into the hotel member or the private domain client after successful check-in, and therefore the hotel can use the simplest method and the minimum reconstruction cost through a public domain to private domain means, the purpose that the traditional hotel steps over to a digital hotel is achieved, the marketing capacity of the hotel is improved continuously, and the dependence degree on the OTA is reduced.
Further preferably, in the marketing strategy of the hotel tail room, the price corresponding to the vacant room type and the price of the private product for hotel marketing are automatically adjusted in a decreasing manner, and the closer to the second predetermined time, the lower the price, and then the guest is fully attracted to stay in the hotel at the tail room sweeping time period. However, regardless of the free room type corresponding price being lower, it is generally higher than the normal expense cost of the hotel on a regular guest stay basis or approximately equal to the expense cost, including slightly lower than the normal expense cost of the hotel.
Further preferably, in the marketing strategy of the hotel tail room, an order-grabbing strategy is further included, wherein the order-grabbing strategy is defined as:
strategy 3, when monitoring that the internet hotel check-in platform has the guest to issue the check-in demand information, and only when the price is mismatched in the check-in demand information issued by the guest, the price of the corresponding room type is automatically adjusted or manually adjusted, generally, the price of the room type is reduced, so that at least one vacant room type in all vacant room types can meet the check-in demand of the guest, thus, strategy 2 is automatically triggered, and the effect of attracting the guest to check in and popularizing marketing products is achieved with less cost investment. Obviously, the strategy 3 is to achieve the purposes of further reducing the vacancy rate of the hotel in the tail room sweeping period and further improving the popularization effect of the marketing product of the hotel on the basis of the strategy 2 by introducing a list grabbing mechanism.
Further preferably, after the strategy 3 is implemented, the hotel marketing private area product information is synchronously and automatically updated, so that the room type price of the hotel marketing private area product is smaller than the vacant room type price, the hotel marketing private area product for hotel members and private area clients always keeps advantages, the hotel members and the hotel private area clients are fed back and forth, and the recognition degree of the hotel members and the hotel private area clients to the hotel is continuously improved.
It should be noted that the terms "first and second" in the present invention are used for descriptive purposes only, do not denote any order, are not to be construed as indicating or implying any relative importance, and are to be interpreted as names.
It should be understood that the foregoing scenarios are only examples, and do not constitute a limitation on application scenarios of the technical solutions provided in the embodiments of the present application, and the technical solutions of the present application may also be applied to other scenarios. For example, as can be known by those skilled in the art, with the evolution of system architecture and the emergence of new service scenarios, the technical solution provided in the embodiments of the present application is also applicable to similar technical problems.
The above-mentioned serial numbers of the embodiments of the present application are merely for description and do not represent the merits of the embodiments.
The steps in the method of the embodiment of the application can be sequentially adjusted, combined and deleted according to actual needs.
The units in the device of the embodiment of the application can be combined, divided and deleted according to actual needs.
In the present application, the same or similar term concepts, technical solutions and/or application scenario descriptions will be generally described only in detail at the first occurrence, and when the description is repeated later, the detailed description will not be repeated in general for brevity, and when understanding the technical solutions and the like of the present application, reference may be made to the related detailed description before the description for the same or similar term concepts, technical solutions and/or application scenario descriptions and the like which are not described in detail later.
In the present application, each embodiment is described with emphasis, and reference may be made to the description of other embodiments for parts that are not described or illustrated in any embodiment.
The technical features of the technical solution of the present application may be arbitrarily combined, and for brevity of description, all possible combinations of the technical features in the embodiments are not described, however, as long as there is no contradiction between the combinations of the technical features, the scope of the present application should be considered as being described in the present application.
Through the above description of the embodiments, those skilled in the art will clearly understand that the method of the above embodiments can be implemented by software plus a necessary general hardware platform, and certainly can also be implemented by hardware, but in many cases, the former is a better implementation manner. Based on such understanding, the technical solution of the present application may be embodied in the form of a software product, which is stored in a storage medium (e.g., ROM/RAM, magnetic disk, optical disk) as above and includes several instructions for enabling a terminal device (e.g., a mobile phone, iPad, computer, server, controlled terminal, or network device) to execute the method of each embodiment of the present application.
In the above embodiments, the implementation may be wholly or partially realized by software, hardware, firmware, or any combination thereof. When implemented in software, may be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. The procedures or functions according to the embodiments of the present application are all or partially generated when the computer program instructions are loaded and executed on a computer. The computer may be a general purpose computer, a special purpose computer, a network of computers, or other programmable device. The computer instructions may be stored on a computer readable storage medium or transmitted from one computer readable storage medium to another, for example, the computer instructions may be transmitted from one website, computer, server, or data center to another website, computer, server, or data center by wire (e.g., coaxial cable, fiber optic, digital subscriber line) or wirelessly (e.g., infrared, wireless, microwave, etc.). Computer-readable storage media can be any available media that can be accessed by a computer or a data storage device, such as a server, data center, etc., that includes one or more available media. The usable medium may be a magnetic medium (e.g., floppy Disk, memory Disk, magnetic tape), an optical medium (e.g., DVD), or a semiconductor medium (e.g., solid State Disk (SSD)), among others.
It will be appreciated by persons skilled in the art that the embodiments of the invention described above and shown in the drawings are given by way of example only and are not limiting of the invention. The advantages of the present invention have been fully and effectively realized. The functional and structural principles of the present invention have been shown and described in the examples, and any variations or modifications of the embodiments of the present invention may be made without departing from the principles.
Claims (8)
1. The marketing method suitable for the tail room sweeping of the hotel is characterized by comprising the following steps of:
the method comprises the steps of monitoring the vacant room amount information of the hotel in real time, and automatically triggering a hotel tail room sweeping marketing strategy when the vacant room amount of the hotel is greater than a trigger threshold value at a first preset time, wherein the hotel tail room sweeping marketing strategy comprises any one or more of the following marketing strategies:
strategy 1, issuing the information of the tail room marketing product through a marketing platform, wherein the information of the marketing product comprises the following information: the method comprises the following steps of hotel name, introduction, a door head photo, a contact call, a vacant house type photo, marketing use rules and a vacant house type corresponding price, wherein the vacant house type corresponding price is not higher than the usual house type price;
strategy 2, automatically matching or associating the check-in demand information issued by the guest on the check-in platform of the Internet hotel, pushing the marketing product information to the guest if at least one vacant house type can meet the check-in demand of the guest, displaying the house type information meeting the guest demand in a striking way, and not taking care if the vacant house type meeting the check-in demand of the guest does not exist;
and when the number of the vacant rooms of the hotel is less than a closing threshold value, or at a second preset time, automatically closing the hotel tail room sweeping marketing strategy, wherein the first preset time to the second preset time is a tail room marketing time period.
2. The marketing method suitable for hotel tail room clearance as claimed in claim 1, wherein, in the tail room marketing products released by the marketing platform, part of the products are selected as private products for hotel marketing;
when the hotel tail room sweeping marketing strategy is automatically triggered, hotel marketing private domain product information is synchronously issued to hotel members and private domain clients, wherein the room type price of the hotel marketing private domain product is smaller than the vacant room type price, the difference value between the hotel marketing private domain product price and the vacant room type price is marketing reward, and the marketing reward is returned to the hotel members or the private domain clients correspondingly after the corresponding hotel marketing private domain product is consumed successfully.
3. The marketing method applicable to hotel tail rooms as claimed in claim 2, wherein the step of synchronously issuing hotel marketing private domain product information to hotel members and private domain customers means that marketing two-dimensional codes and/or H5 page addresses generated by a hotel automation marketing system are sent to terminal devices of the hotel members and the private domain customers, wherein the marketing two-dimensional codes and/or H5 page addresses are linked to the hotel marketing private domain products and are accompanied by pusher information, and hotel staff conduct marketing reward according to the checked hotel marketing private domain products and return the marketing reward to the pusher, wherein the private pusher is the hotel members or the private domain customers.
4. The marketing method suitable for hotel tail rooms as claimed in claim 3, wherein the hotel automatic marketing system performs marketing billing through a payment platform, wherein a hotel account of the payment platform obtains the marketing amount of the hotel marketing private product and waits for the pickup of hotel management personnel, and wherein a customer account of the payment platform obtains the marketing award amount and waits for the pickup of the hotel member or the private customer.
5. The marketing method for hotel tail rooms as defined in claim 4, wherein the public domain traffic client ordered through the OTA platform automatically turns into the hotel member or the private domain client after successful check-in.
6. The marketing method suitable for hotel tail room clearance as recited in claim 5, wherein in the marketing strategy of hotel tail room clearance, the free room type corresponding price and the price of the hotel marketing private product are automatically adjusted in a decreasing manner, and the closer to the second predetermined time, the lower the price.
7. The marketing method suitable for hotel tail room as recited in claim 6, further comprising an order grabbing policy in the marketing policy for hotel tail room, wherein the order grabbing policy is defined as:
and the strategy 3 is that when the situation that the guest publishes the check-in demand information on the Internet hotel check-in platform is monitored, and only prices in the check-in demand information published by the guest are not matched, prices of corresponding room types are automatically adjusted or manually adjusted, so that at least one of all the vacant room types can meet the check-in demand of the guest.
8. The marketing method applicable to hotel tail rooms as defined in claim 7, wherein after policy 3 is implemented, hotel marketing private product information is automatically updated in synchronization such that a house-type price of the hotel marketing private product is less than the vacant house-type price.
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| Application Number | Priority Date | Filing Date | Title |
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| CN202211349284.6A CN115578127A (en) | 2022-10-31 | 2022-10-31 | Marketing method suitable for hotel tail room sweeping |
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| CN202211349284.6A CN115578127A (en) | 2022-10-31 | 2022-10-31 | Marketing method suitable for hotel tail room sweeping |
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Citations (6)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| AU5800301A (en) * | 2000-08-14 | 2002-02-21 | Jeffrey Ian Richardson | Method of sale of goods and services |
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