Where is the future marketing road of the hotel…
Editor’s note: This article is from the WeChat public account ” space exploration secret “(ID: MESPACE007) , author: Xu grapefruit.
Another year’s “Double 11” is coming soon, and the hotel has also started to make great efforts. Since 2013, the hotel industry has participated in “Double 11” for the 7th year. Both the number of participating hotels and the consumers who have heard the news have become more and more, and the gameplay is constantly upgrading. ……During the carnival, you must have a calm heart, and want to get a share of online traffic from the “Double 11” hotel, has it achieved its goal? Is it worth continuing again?
November 11, 2009, a day that was originally ridiculed as “Singles’ Day” changed, and has since become the “online carnival” most valued by Chinese e-commerce companies today. For consumers, even without consumption It is inevitable to receive information bombardment. Four years later, the hotel and the predecessor of Flying Pig, Taobao Travel, participated in “Double 11”.
In 2013, Taobao Travel participated in the “Double 11” event for the first time. The half-day transaction volume exceeded 157 million yuan, and the hotel pre-sales exceeded 60,000 room nights. At that time, nearly a hundred hotels including InterContinental Hotels Group, Wanda Group, and Shangri-La Hotel Group participated, and the overall profit margin was more than 50 million yuan. The prices at that time were more attractive than they are now. For example, at Holiday Inn Express, a brand of InterContinental Hotels, the “Double 11” prepaid package is only 990 yuan, and 21 hotels across the country can stay for 5 nights with a validity period of up to 9 Months. However, because it was the first time to participate, whether in hotels or other tourism projects, the courage of consumers to make decisions in advance and the industry’s evaluation were not positive. At that time, there was still a view that high-star hotels reduced prices for pre-sales, although they could be increased. Popularity, but it is also degrading.
In 2015 “Double 11”, more hotel parties participated in it, and there was no shortage of “alliance products” after the concept of hotel alliance was put forward at the time-Narada, Scholars, Minshan and Grand Skylight four hotel groups launched A general hotel package. Although this could be considered a major innovation at the time, issues such as the smooth check-in, the synchronization of information within the alliance, and the availability of the membership system still plagued hotels and consumers. In October 2016, “Ali Travel·Go” was renamed “Fliggy”. Participants and transactions of “Double 11” this yearThe influx of people and the New normal, will the hotel continue to die? The necessity of 11″?
The main battlefield of “Double 11” is still Fliggy. With the start of this year’s pre-sale, hotel groups have already taken out low-priced promotional products to join this online traffic war. On the bright side, “Double 11” can be said to be the last opportunity for hotels to “recover blood” this year. Under the influence of the epidemic, although the recovery was relatively fast in the second half of the year, on the whole, the performance of this year’s hotel group was not as good as before. In the off-season after the summer and National Day peak seasons, it is necessary to think about how to supplement the cash flow. The “Double 11” promotion is the best way.
In addition, the post-90s users on the Fliggy platform have accounted for 55%. Among them, post-00s users have maintained a three-digit growth. This is a group of “Internet aborigines” who have been nurtured for a year, especially this year In the first half of the year, after hotels started pre-sales and online live broadcasts to accelerate the recovery, they were concerned about the “pre-sale” type of Hotel The acceptance of buying buying mode has been greatly improved-although experiential hotel products are different from fast-moving consumer goods, it determines the consumption time by itself and the non-refundable sales method solves the worries of consumersPlay” data-logo=”https://img.36krcdn.com/20200729/v2_df1c37cf71dd4e2aa2e4dcf6220546f9_img_000″ data-refer-type=”2″ href=”https://36kr.com/projectDetails/53379″ target=”_blank” The >traffic play method allows consumers to have more and more in-depth understanding of the hotel, thereby strengthening the brand penetration. Take Wanda Hotels as an example, Wanda Hotels and Resorts uses WeChat applets to achieve more than 110%. In the marketing activities of Double 11 in 2019, the total sales of WeChat exceeded 8 million, an increase of 370% over 2018. Country Garden The hotel group (now Fengyue Hotels and Resorts) once regarded “Double 11” as a “training”. In 2017, it restructured the e-commerce business department, established the community business department in 2018, and re-planned new media. Operation matrix, in addition to WeChat, Douyin, Xiaohongshu and other official accounts, while active Cultivate The days of visitors streaming and admiring people should be a thing of the past. Today’s hotels It is entirely possible to promote non-accommodation services such as catering and entertainment by investing in social platforms to improve hotel reservations, customer acquisition, and user experience, while expanding diversified sources of income.
In addition, in the era of the new Internet, although hotels do not want to become Internet celebrities, they must have the will to create Internet celebrities-young consumers often love freshness, and creativity in marketing and promotion becomes crucial. Many hotels are still superstitious about “old authority”, but ignore what their consumers are concerned about. They are either attracted by “beauty”, or they pay attention to new and useful things, and want to achieve diversified marketing. Not only the diversity of platforms, but also the diversity of content and creativity…
NO.03 New service: from offline to online and offline
The concept of hotel services has also been enlarged in the era of Internet marketing. Online is “pre-service”, and offline is “physical service”. The two can work together to bring consumers truly high-quality Service experience. Because of the existence of the Internet, the topic of hotel services will become more invisible. Taking pre-sale hotel products as an example, consumers know that hotel prices have fallen, but they are never willing to decline hotel services. The price sensitivity is even more sensitive. Products with good quality and their own characteristics are likely to become popular products. However, pre-sale products of poor quality will cause damage to the brand. Even if consumers buy pre-sale products, It is easy to return a product because of a new bad review of the hotel.
In addition, Fliggy data shows that during Double 11, 40% of Fliggy’s merchandise purchases came from F2/F3 members. They are 23-40 years old, and they are no longer satisfied with the hotel “just stay in it.” , But put forward different needs in themes, styles, and services. This is also the mainstream population of current hotel consumption, but the hotel does not need to be “new and new” for young customers. Instead, it should focus more on its own positioning and serve the target customer group without forcing it to cater to it. After all, marketing should be used as a supplementary means for hotel groups to acquire customers, not the only means. Service and experience are the ultimate determinants of user capture and stickiness.
Understanding these three points, we may be able to answer the first question of the article. Like all marketing methods, the existence of “Double 11” is guided by consumer demand. Every day there is demand, it will not stop every day. The road of hotel marketing is to go on the road to meet consumer needs. Not satisfied in a day, It will never end.