Shenzhen friends and international Hotel Plaza Limited
Telephone: (86) 0755-8998 8888
Fax: (86) 0755-8998 8299
Web site: www.yohohotel.cn
Address: No. 588, Jixiang Road, central city, Longgang District, Shenzhen.
[World Travel News] * this is the world travel news reader contributor. The author Eva Zou is currently in charge of the public relations department of a Sheraton Hotel market under the Marriott International Group. He was a digital marketing manager and network distribution manager at the same group's hotel.
I have been working in the marketing department of the international high star hotel for nearly 8 years. I often hear a lot of hotel managers have a headache to show that the marketing of hotel food and beverage is very difficult, especially in these years, the change speed of the hotel market is getting faster and faster, and the competition is getting bigger and bigger. Everyone wants to share a cup of soup from the "fat" bowl.
But it is challenging for the traditional high star hotel to make this non room service well. With the rise of new media, the big data of the Internet has gradually paid attention to the business, and the pursuit of the new millennial generation is the main consumer power. In this context, where is the way out for the restaurant service in the traditional high star hotel?
The "awkward point" of food and beverage in the traditional high star hotel
According to the author's observation, the restaurant of the traditional high star hotel has few "net red", which has some natural and artificial barriers.
First of all, the "high star" threshold is a deterrent to many consumers. This is a challenge for all high star hotels. No matter how many "parities of the people" in the publicity, there is not a lot of people who believe that the price of a hotel restaurant in a high star hotel can really do the same as the social food and beverage.
Secondly, social catering "new forces" rise, a lot of people understand brand marketing and hot marketing to open restaurants, they are bold and innovative, have a very strong Internet thinking, can transform each stage of "hot spot" into their own "marketing explosion point", and accurately grasp the psychological needs of the millennial generation of consumption force, so Many net red restaurants are long rows of long rows every day.
Under such a big background, traditional high star hotel catering marketing is still traditional and single.
First of all, many traditional high star hotels rely on the international group. For international groups, there is a common problem in the marketing of food and beverage - "ground gas" is difficult to go to the blue sky. In foreign countries, marketing programs and contact channels are not in line with the Chinese market, such as the popular social media platforms in foreign countries, such as Facebook and Twitter, but the most popular social media platform in the Chinese market is WeChat, micro-blog, or some emerging short video marketing platforms; the headquarters is home to most management groups. Although the team is in the first line city, the marketing plan given is in accordance with the national conditions, but it is not suited to local conditions. The "style marketing" in the first line city can not meet the catering marketing needs of the two or three line cities.
Second, the manager can't easily Think Out of Box. Many hotel and restaurant managers have long been in the traditional hotel industry, from the grass-roots staff step by step to the manager, they lack the Internet thinking and large data analysis ability, the ability to accept new things is limited, leading them to do marketing programs can not be the same as social food and beverage. Empty. There are also the same problems in the design of food and beverage products and services. Under the guidance of a single and conservative thinking, it is difficult for Gao Xing Hotel to provide unforgettable and interesting products or services to the guests.
Even if a lot of high star hotels spend high price outside catering managers, they are more focused on the use of rich management experience to make the operation of the restaurant more smooth, reduce complaints or achieve maximum income, but the present environment is only understand the operation of food and beverage can not bring the maximum benefits for food and beverage, good wine is afraid of the alley, the manager must Understand "new" marketing. Many hotels also try to use young people as managers, but the "age and experience" of older managers can't rub out sparks with young managers' "new thinking". Young people have an idea, strong acceptance of new things, but lack of operational experience. Good ideas can not operate under line. Become an empty talk.
Moreover, the lack of CRM system or SCRM system, catering managers "do not know the true colors of consumers". Many catering managers always forget to ask themselves two questions when they do food promotion or activities. Who are the audience of this promotion and activity? Why do you choose this group of audiences?
But even if someone asks these two questions, most restaurant managers can not give a satisfactory answer. This is not only a "human" problem, but a lack of data statistics and analysis system to make intelligent statistics and analysis of the customer's data. The bottom is who, the consumption ability, the consumption preference is what, what can do is only when the guests provide service, without the guests, "blind" the world to find guests, in order to promote sales promotion, in order to do activities to do activities.
Finally, without paying attention to online reviews, the potential impact and value of online reviews on restaurants and brands can not be realized. It is not hard to find that most hotel restaurant managers rarely respond to customer comments. They are almost a template. For the comments of the guests, he did not feel that the restaurant was trying to maintain the customer, nor would he be able to attract him to go back to consumption again. For the consumers who visited the website reviews, the same reply could not move their "heart".
Focus on experiential marketing and serve users at different stages.
Having studied the "embarrassment" of the traditional high star hotel and catering industry, we will have every opportunity to make every embarrassment.