提升酒店入住率的關(guān)鍵是做好酒店?duì)I銷渠道的選擇與調(diào)整
    九寨溝喜來登坐落在“童話世界”九寨溝的碧水青山之間。每年9月、10月，九寨溝喜來登總經(jīng)理A先生和當(dāng)?shù)馗鞔缶频甑慕?jīng)理都會(huì)因絡(luò)繹不絕的游客而喜上眉梢。但是，由于受到地震的影響，2008年的旺季比想象中要淡一些。此后，他們將面臨長(zhǎng)大半年的淡季和平季。如何通過營(yíng)銷做到客似云來，這是一個(gè)策略問題。
    和傳統(tǒng)的產(chǎn)品一樣，再高級(jí)的酒店業(yè)要建立自己的營(yíng)銷渠道和代理網(wǎng)絡(luò)，這是提升酒店入住率的關(guān)鍵。九寨溝喜來登是中國(guó)風(fēng)景區(qū)第一家五星級(jí)酒店，這個(gè)定位至少給了游客一個(gè)指向性的訴求導(dǎo)向。A經(jīng)理說：“九寨溝喜來登在追求標(biāo)準(zhǔn)化的同時(shí)，穿插了一些當(dāng)?shù)氐牟厍嘉幕瑥木频甑慕ㄖL(fēng)格到裝飾風(fēng)格都有著濃郁的藏羌文化色彩。”這樣一來，九寨溝喜來登在集團(tuán)內(nèi)突出了與其他喜來登酒店的不同，而在競(jìng)爭(zhēng)對(duì)手面前突出的則是集團(tuán)的理念、系統(tǒng)和管理。
    對(duì)于風(fēng)景區(qū)的酒店來說，旅行社能否為其帶來客源，至關(guān)重要。正因?yàn)榫耪瘻舷瞾淼嵌ㄎ挥陲L(fēng)景區(qū)酒店，它就需要花費(fèi)更多的時(shí)間去打開旅行社的通路。其做法是：“淡旺季相結(jié)合，旅行社淡季帶來多少生意，旺季就可以得到相應(yīng)的配額。”這既是提升淡季營(yíng)業(yè)額的方法，也是取悅旅行社的手段，而且其所帶來的經(jīng)濟(jì)效益也是顯而易見的。旅行社為了調(diào)劑需求，通常會(huì)配合酒店，通過促銷手段將7月、8月等銷售平季變成銷售旺季。“在淡季，為了節(jié)省成本，大多數(shù)四星級(jí)酒店都關(guān)門歇業(yè)了，但我們?cè)诘救匀粓?jiān)持開業(yè)。”A經(jīng)理認(rèn)為這得益于“旅行社在銷售淡季對(duì)九寨溝喜來登酒店的支持”。
    與競(jìng)爭(zhēng)者相比，喜來登負(fù)有盛名的酒店品牌設(shè)計(jì)招牌讓A經(jīng)理倍感驕傲。要知道，喜來登所屬的喜達(dá)屋集團(tuán)在全球95個(gè)國(guó)家擁有850家酒店及度假村，這無形中幫助九寨溝喜來登在95個(gè)國(guó)家建立了銷售渠道和宣傳平臺(tái)。這一金字招牌不僅能吸引眾多喜來登的擁躉，更重要的是，它能通過全球喜來登酒店的網(wǎng)絡(luò)促成銷售，這與獨(dú)體酒店相比顯然是一大優(yōu)勢(shì)，喜達(dá)屋集團(tuán)制訂的許多計(jì)劃，常常給A經(jīng)理帶來意想不到的驚喜，比如“喜達(dá)屋顧客優(yōu)先計(jì)劃”，在旺季，九寨溝的酒店人滿為患，但這項(xiàng)計(jì)劃確保喜達(dá)屋的全球會(huì)員能夠順利入住。“這個(gè)計(jì)劃在全球的推廣與執(zhí)行，延長(zhǎng)了九寨溝喜來登的銷售旺季。”A經(jīng)理說。更讓人心動(dòng)的是這項(xiàng)計(jì)劃中的“積分兌獎(jiǎng)”。據(jù)說，在全球五星級(jí)連鎖酒店中，喜達(dá)屋集團(tuán)推行的“積分兌獎(jiǎng)”是唯一能做到即時(shí)兌獎(jiǎng)的，這對(duì)許多旅客頗具誘惑力。通過積分獲得度假與私人旅行的機(jī)會(huì)或直接兌換成房費(fèi)，的確讓人心動(dòng)。但對(duì)九寨溝喜來登來說，它不僅僅是招徠新顧客和維系老顧客忠誠(chéng)度的一個(gè)有效手段，而且為九寨溝喜來登的淡季銷售提供了促銷途徑。
    除旅行社之外，另一個(gè)不能忽視的顧客群是政府機(jī)關(guān)和大企業(yè)等客戶。在大城市，五星級(jí)酒店通常是政府機(jī)關(guān)或大企業(yè)舉行會(huì)議的首選場(chǎng)所，但它們并不適合所有的會(huì)議，例如政府年會(huì)、經(jīng)銷商會(huì)議等，這樣的會(huì)議通常會(huì)選擇九寨溝喜來登等風(fēng)景區(qū)酒店舉行。“既能度假、旅游，又能舉行會(huì)議，這才是它們心目中的理想場(chǎng)所。”A經(jīng)理說，“這樣的會(huì)議一般選擇在年底或者年初。”因此對(duì)九寨溝喜來登來說，會(huì)議營(yíng)銷成了它在最為冷淡的冬季增加營(yíng)業(yè)額的重要手段。
    當(dāng)然，薄利多銷，這個(gè)放之四海而皆準(zhǔn)的法則通常能給酒店的淡季營(yíng)銷帶來奇效。供需市場(chǎng)的一個(gè)定律是：當(dāng)供大于求時(shí)，價(jià)格就成為贏得客戶的一個(gè)關(guān)鍵。A經(jīng)理說：“我們通常的做法是量、價(jià)相結(jié)合，有多少量就放多少價(jià)。”通過調(diào)劑盈余，九寨溝喜來登不僅鎖住了大客戶，而且為淡季銷售帶來了契機(jī)。  
To upgrade the hotel occupancy rate, the key is to do a good job choice and adjustment of the hotel marketing channels
    Sheraton Jiuzhaigou Resort is located between the clear water of Castle Peak in the fairy tale world "Jiuzhaigou. Every September, October, Sheraton Jiuzhaigou Resort, general manager of Mr. A and the manager of the local major hotels will be a constant stream of tourists and very happy. However, due to the impact of the earthquake, the 2008 season than expected to be lighter. Since then, they will face a quarter of the off-season peace grew up half a year. Off like clouds, which is a strategy how to achieve through marketing.
    And traditional products, and then the senior hotel industry to establish their own marketing channels and agency networks, which is the key to enhance the hotel occupancy rate. Sheraton Jiuzhaigou scenic spot of China's first five-star hotel, the positioning of at least gave the visitors a link to the demands of orientation. A manager said: Sheraton Jiuzhaigou Resort in the pursuit of standardization at the same time, interspersed with a number of local Tibetan and Qiang culture, from the hotel's architectural style to the decorative style has a rich cultural flavor of the Tibetan and Qiang. "As a result, Jiuzhaigou Sheraton Group prominent within the different with other Sheraton hotels, and highlight the competitors before the group's philosophy, systems and management.
    For scenic hotels, travel agents, whether its to bring tourists, it is essential. Is located in the Sheraton Jiuzhaigou Scenic Area hotel, it takes more time to open a travel agency pathway. The approach is: the peak seasons for the combination of the amount of business travel agency off-season, peak season you can get the corresponding quota. "This is to enhance the off-season turnover, but also to please the means of travel agencies and their economic benefits obvious. Travel agency in order to adjust demand, usually with the hotel, promotions, sales in July, August, shoulder season into the selling season. "In the off-season, in order to save costs, the most four-star hotels have closed their doors, but we still insist on opening in the off-season." A manager believes that thanks to the travel agency in the sale of off-season Jiuzhaigou Sheraton support ".
    Compared with competitors, Sheraton has a famous hotel brands designed signs for the A managers are proud of. You know, the Sheraton-owned Starwood Hotels & Resorts has 850 hotels and resorts in 95 countries around the world, which in effect help Jiuzhaigou Sheraton established sales channels and promotional platform in 95 countries. The gold standard is not only able to attract many fans of the Sheraton, is more important is it to promote sales through a network of global Sheraton, this hotel compared with the independent body is obviously a big advantage, Starwood Hotels & Resorts in developing many programs often bring unexpected surprises to A manager, such as Starwood house customer priority projects, Jiuzhaigou Hotel overcrowded during the peak season, but this plan to ensure that members of Starwood's global smooth stay. "This plan is the promotion and implementation of global, extended Jiuzhaigou Sheraton season." A manager said. Even more impressive is the integral Duijiang "the scheme". It is said that in the global five-star hotel chains, Starwood Ownership Group operates Points Duijiang "is the only able to do instant Duijiang tempting for many travelers. Vacation and personal travel opportunities by means of integral or directly converted into the price, really impressive. Sheraton Jiuzhaigou is, it is not just an effective means to attract new customers and maintain existing customer loyalty, and the off-season sales of the Sheraton Jiuzhaigou promotional way.
    Outside the travel agency, and the other can not ignore the customers are government agencies and large enterprise customers. Five-star hotels in big cities are usually the preferred place for government agencies or large corporate meetings, but they are not suitable for all meetings, such as the Government the annual dealer meeting, this meeting will usually choose the Sheraton Jiuzhaigou and other scenic District, the hotel held. Both holiday travel, but also held a meeting, this is an ideal place for the minds of them. "A manager said," This meeting is generally selected by the end of the year or early next year. "For Sheraton Jiuzhaigou conference marketing into it an important means to increase the turnover in the most cold winter.
    Of course, puerile, this one size fits all rules usually give the hotel's off-season marketing miraculous. A law of the market supply and demand: when supply exceeds demand, the price has become a key to win customers. A manager said: "Our usual practice is the amount of the combination of price, how a small amount to put the number of price." Transfers surplus, the Sheraton Jiuzhaigou not only locked the large customers, and provide a turning point for the off-season sales.