节后流量回落？稳住酒店流量看这里
去拍拍LSHOOT2019-05-05 13:49
五一小长假已经结束了，这个小长假大家过的怎么样？假期出行的1.6亿人群有没有为大家带来丰盛的收益。
Labor day is over. How is your holiday.Have 160 million people traveled during the holidays brought you rich benefits?
这股兴奋劲过了，大家就应该开始计划节后怎么运营酒店了。下面几条妙计送给各位，解锁节后订单，酒店收益最大化。
This excitement is over, you should start planning how to operate the hotel after the festival. Here are some tips for you to unlock the post-holiday orders and maximize hotel revenue.
错峰全覆盖
Full coverage of staggered peaks
首先长假结束并不等于流量下降，常规情况下，酒店会在假期后期出现小幅的流量回落，节日后的生意更是不能放松。
First of all, the end of the long holiday does not mean the drop in traffic, under normal circumstances, the hotel will have a small drop in late holiday flow, holiday business is not relaxed.
越来越多客人不喜欢人挤人的状态。现在的年轻人喜欢错峰出行避开密集人群，胆子大天天都是假！酒店可以参加各大OTA平台错峰系列活动，收揽这波错峰出游的流量，保持酒店订单量的稳定。
Today's young people like to avoid rush-hour travel to avoid the dense crowd, boldness every day is false! The hotel can participate in each major OTA platform series activities, to capture the flow of this travel, to maintain the stability of the hotel order quantity.
整合用户出行信息
Integrating user travel information
将出行用户需要用到的所有旅行资源整合在一起，多方联合营销。公共交通+当地玩乐，这些几乎覆盖了全国出行客群。
Hotels can integrate all the travel resources that users need to use, multi-party marketing.Public transportation + local fun, these almost cover the entire country's travelling population.
当下正值假期返程时期，客人正在找酒店住！报名OTA平台活动，为酒店带来这些精准客群！抓住返程客流小高峰，帮助酒店突破节后瓶颈，提高订单转化！
The guests are looking for a hotel during the return trip. The hotel can sign up for OTA platform activities, bringing these fine guests to the hotel! Catch the small peak of return passenger flow, help hotel break through post-festival bottleneck, improve order transformation!
服务提升
Service upgrading
服务提升是一个永恒的话题，需要节后进行系统的规划，拿出具体的行动措施。
Service upgrading is an eternal topic that requires systematic planning and specific actions after the festival.
我的建议，酒店真的想做好服务，除去人的因素，需要酒店做好会员的标签管理，通过标签管理才能有针对性的做好个性化服务，才能满足客人个性化需求，提升客人的满意度，提升其复购率。
My advice is that hotels really want to do a good job of service, minus the human element, The hotel needs to do a good job in the label management, through the label management to do a good job of personalized service, to meet the personalized needs of the guests, to enhance the satisfaction of the guests, to enhance the rate of refinancing.
核心会员维护工作
Core Membership Maintenance
对于发展会员的酒店，需要对核心会员（贡献大的）进行问好，如果预算支撑，也可以邮寄一些小的礼品，因为对于会员这件事情，这么操作的酒店不多，也一定会让核心会员感到惊喜。For Member Hotels, Core Members (High Contribution) Should Be Asked, If the budget supports, also can post some small gifts, because for the member this matter, the hotel operation is not much, will certainly let the core member be surprised.
节后淡季营销工作
Off season marketing
很多酒店节后是比较淡的时间段，需要酒店营销部门在这个阶段想一些策略方法。
Many hotels after the festival are relatively light time period, the hotel marketing department at this stage to think of some strategic methods
比如，在OTA上挂特价房进行引流，把钟点房改为特惠房，把最好的房间为客人升级，搭配精致餐饮。如果酒店餐饮有规模有特色，可以进行组合打包销售等。For example, hang a special room on the OTA to drain, change the time room into a special room, upgrade the best room for the guests, match exquisite food. If the hotel restaurant has the scale to have the characteristic, may carry on the combination packing sale and so on.
节后是最佳调整市场策略时期，也是最佳拜访协议客户时期，更是构建酒店自己直销（会员）系统时期。
After the festival is the best adjustment market strategy period, also is the best visit agreement customer period, is the construction hotel own direct selling (membership) system period.
因为，在这个时期一般的酒店生意会淡一些，酒店可以在这个时期做足应该做的工作。增加训练与培训，提升员工实战能力。无论是会员还是OTA，都需要做到位，这样不仅仅关注眼下的出租率，也需要酒店未雨绸缪，给酒店自己储备能量。
Because, in this period of time the general hotel business will be less, the hotel can do enough at this time to do the work. Increase training and training to improve staff's combat ability. Both members and OTA need to be in place, not only to focus on current rental rates, but also to plan ahead for the hotel's own energy reserves.
节后区域市场分析工作
Regional market analysis work after the festival
对酒店所在区域的市场进行分析，判断节日之后市场的竞争情况。如果有新开业的酒店，需要关注其所有市场行为，对于打价格战的酒店，需要从产品和服务方面进行判断。Analyze the market in the area where the hotel is located and judge the competition situation after the festival. If you have a new hotel, you need to pay attention to all of its market behavior. For a price war hotel, you need to judge from the product and service aspects.
经营策略建议
Business strategy recommendations
1、定价：散客消费潜力较强，阶梯性定价，视情况微调，主力房型保证与品质相符或略高，忌以降价为主要策略；
Pricing: The retail consumer potential is strong, step-by-step pricing, fine-tuning according to the circumstances, and the main house type guarantee is in line with or slightly higher than the quality, and the main strategy is to avoid price reduction.
2、销售：优化OTA等网络投放信息（如符合季节的简介描述、房价及时更新，或图片等）、增加开源渠道（对接旅行社、异地酒店联动合作、客情或自媒体营销等）
Sales: Optimize the OTA and other Internet launch information (e.g., seasonable profile description, price updates, or pictures), increase open source channels (docking travel agency, hotel-to-hotel cooperation, customer or media marketing, etc.
3、服务：改善产品，提升吸引力（如组合销售接送机、景区门票、停车位等）、专注细节（硬件小问题改善、软件客人感受和态度服务是最大竞争力）
Service: Improve the product and make it more attractive (e.g., combined sales shuttles, scenic tickets, parking spaces, etc.), focus on details (small hardware issues, software customer experience and attitude services are the most competitive)
目标计划
Target plan
梳理分解2019年的工作目标，对接到工作计划中，安排好人员、工作重点、完成标准与结果，具体的行动步骤与对接的条件和资源。
To sort out and decompose the work objectives for 2019, arrange personnel, key points, completion criteria and results, concrete action steps and matching conditions and resources in the received work plan.
淡季经营的重点是保证收支平衡，积累客情，整顿和规划。切忌（尤其是个体经营者）作为放松的窗口，忽略淡季经营，对提升全年收入至关重要。
The focal point of off-season operation is to ensure a balanced budget, accumulate customer information, reorganize and plan. Avoid (especially the self-employed) as a window for relaxation, ignoring off-season operations is crucial to increasing annual revenue.
用那句俗话说：淡季挣钱才是真金白银。希望以上建议能帮到各位酒店人，稳住节后酒店流量。
To use the old adage: making money in the off-season is the real money.I hope that the above suggestions can help hotel residents to stabilize the hotel traffic after the festival.
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