In the difficult first quarter of fighting the epidemic, hoteliers seemed to have acquired a new skill: pre-sales. It’s no wonder that for instant hotel products that cannot be stored, if the immediate consumer demand is almost exhausted, looking for opportunities to sell in the future becomes the only one that can be seized.Life-saving straw. In the "pre-sales conference war" in the first quarter, hotels are vying to tap the capital and potential of "production self-help" from this cash flow channel with full mobilization, unprecedented frequency and near-diving prices.
In the arduous self-help, the industry gradually waited for the dawn of hope. Since April, the average room price and occupancy rate of Sanya, Hainan have exceeded the trend of the same period last year, and business hotels in the provincial capital have also begun to show a good situation. In addition to Beijing, the rebound trend in the three first-tier cities of Shanghai, Guangzhou and Shenzhen is also more gratifying. Due to the strong demand for short-distance travel, the state of hotels around the city is also thriving. However, under such a background of all-round improvement, the pre-sale that was once a "life-saving straw" is facing new problems that have been re-examined and positioned. Hotel pre-sales, whether it can be transformed from a life-saving straw to a health medicine for hotels is an urgent discussion among hoteliers.
Pre-sale combination boxing in the freezing period of the market
Analyzing the issue of pre-sales, perhaps we should start with the "play" of product pre-sales during the epidemic prevention and control period. In the first quarter, which was regarded as a freezing period by some industry players, the purpose of pre-sales for hotels was straightforward, which was to maximize cash flow when income input dried up, so that the entire enterprise could continue. Under such a tone, the "price" has changed from the previous revenue-oriented to the attractive-traffic orientation. The “diving price” of various hotels is not uncommon. Luxury and high-end hotels also frequently see prices such as “399, 499 yuan”. Some high-end hotels in the area even gave prices below 300 yuan. During that period, the choice of pre-sale product price strategy was not entirely based on rational analysis, and this seemingly irrational choice was not "inspiring", but based on considerations based on the urgency of cash flow during extremely difficult times. . This is like a hungry person who is extremely hungry and dying when he sees a piece of steamed bread in the ground, he has no time to think about whether it meets hygiene standards and whether he will get sick after eating it. Picking up the buns and eating them quickly is the only sensible choice.
In addition to price, the diversified packaging of products is also an important means to win pre-sale opportunities during the freezing period. It is the "product synthesis" work that many hotels have been doing during that period of time to arrange and combine the various service contents of the full-service hotel in a targeted manner, highlighting the value-for-money experience of one stop. Among them, the more hotels with service scenes, the more weights they have to arrange and combine.
Another point that cannot be ignored is the "real" full-staff marketing capabilities that hotels mobilized more or less during the freezing period. For a long time, all-employee marketing has been a training subject for hotels. Everyone in the industry may have heard the phrase "each of us is a hotel salesperson". However, because most hotels continue to have an orderly hierarchical structure with a clear division of labor and coordination with each other, not many really achieve full-staff marketing. In the freezing period, the passenger flow is basically frozen, which in a sense gives the hotel an opportunity to reintegrate and mobilize the full team. The cold reality, warm belief, knowledge and action are combined in times of crisis, allowing more employees to feel the mission of the original heart in the work of selling hotel products. The author found that some hotels that do well in full-staff marketing have already earned millions in cash flow even before the hotel is open. At the same time, the unprecedented flow of all-staff marketing pre-sales has also increased customers' attention to the hotel's own direct sales platform. In fact, before the epidemic, industry players were clamoring to use the hotel’s own direct sales platform to reduce the OTA and other online agency channels’ confinement of the hotel. Good ideals have been shouted many times, but the reality is always very " Skinny". In the freezing period of the market, OTAs and agencies have also "stopped", and hotels must increase the flow of their own platforms. For those guests who stay at home and yearn for travel, only the hotel's own platform can "talk to all their worries".
In short, the strong desire to survive makes the hotel willing to give up the previous price concerns during the freezing period of the market, and the repeated pre-sales and packaging have made the hotel rack their brains to carry out the arrangement and combination of tricks, and the efficient mobilization of all-staff marketing activities has expanded the hotel’s self-discipline. Has the influence of platform pre-sales. It is not easy to survive in the freezing period of the market, and the combination of boxing practiced in the "ice and snow" may become a valuable asset for future hoteliers to meet all challenges.
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