Personal accommodation | Adverse flow up, the hotel person who breaks the cocoon becomes a butterfly

The impact of the epidemic has made the hotel industry's survival in adversity. Welcome to the ups and downs, and it has become a problem for every hotel manager to think. The influence of the travel environment and the fluctuation of consumer psychology have made attention to the psychological dynamics of consumers, and grasping the needs of consumers has become the top priority.

At the time of e -commerce marketing, the Junlan Hotel, Beijing to the Ministry of Field Mine has grasped this critical stage with a good market reputation and rich product system, and used pre -sale to detonate the hotspot of the product and the output of multi -point products to gain The hi rejoiced performance of the room sales of 3500+ nights.

Shu Donghong, general manager of Junlan Hotel, Beijing Ministry of Field Mine, said: "Behind the happy newspaper is the team's perseverance, and every Junlan people pursue the tireless product of product innovation. Breakthroughs will inevitably experience the flow of rapids in this countercurrent to achieve transformation. "

Shu Donghong, general manager of Junlan Hotel, Beijing Minmetals

The product is the lead, the group is guided ✦

The Great West Mountains, the Junlan Hotel of Beijing Ministry of Field Mine, is less than 3 kilometers away from the city's core transportation hub. It is located in the one -hour vacation circle in the suburbs of Beijing. Compared with the general meaning of tourism destinations, impromptu vacations and leisure lifestyles of Beijing suburbs are obviously more in line with the positioning here. Through step -by -step customer behavior and business data analysis, the portrait portrait is getting clearer.

The development and expansion of the "parent -child family" as the core circle of the Junlan Hotel in Beijing to develop and expand, which not only fills the decline in income due to lack of business business, but also develops "5+2" business in the western suburbs of Beijing. +Leisure model, while meeting the diversified needs of guests, truly build the hotel into a comprehensive hotel that is a suitable business and leisure.

"True vacation in Junlan" is the slogan of the Junlan brand. What is "true"? Shu Donghong said: "'True' is a kind of understanding that requires the hotel to look at consumer things, insight into product attraction through consumers' eyes, and cleverly use the reading habits of specific groups and the channels that accept new things. Product push. Therefore, in terms of publicity, especially the content of communication content, hotels pay more attention to the hot topic of "life" as the entry point, and talk to customers in a more in line with the characteristics of network communication. "

Stocking clouds, happiness is worth waiting for ✦

Under the increasingly popular trend of the parent -child market at the moment, it has indeed triggered a wave of follow -up. If you want to occupy a place in the market share for a long time, if you do not use rich cultural connotation, huge brand influence, and the loyalty to the brand from this, you only rely on the "early adopter" experience of winning facilities. It is often a flash of flames. Therefore, at the beginning of the parent -child brand, the Junlan Hotel in Beijing did not rush to launch homogeneous products with high market acceptance. The style of the little gentleman "is given to the meaning of the Minghui, bringing an extraordinary parent -child experience to family customers, and practicing the concept of" education in Junlan ", so that the pillar of the times can germinate at this moment. The product follows the principle of content as the king, develops focused on cultural connotation and form innovation, perfectly integrates interests and knowledge, and fully creates the atmosphere of "making every corner full of joy". The high -house brand design and continuous product research and development have also become a prerequisite and fundamental of the hotel's parent -child characteristics.

Strong and union, upgrade happy levels ✦

On the road of high -quality products, on the road of practice, it is continuously polished and shaped the intersection that is usually moving towards the trend. The reconstruction of the golden body is also an inevitable must -have problem. Shu Donghong said: "In the upgrade of the IP brand, the hotel has deeply excavated consumer preferences, and at the same time follows up the pace of the times, understands the preferred field of the audience, and has accurately attacked the city's analysis. Introducing the domestic top -flow IP "Super Flying Man", in the original happiness, add a different parent -child vacation experience. The theme park of the project "Super Flying Man" is also in an orderly manner. I look forward to meeting with your friends and children ","

People now cherish valuable travel opportunities, and they can no longer impress "precious time" consumers. For hotels, traditional businesses are constantly shrinking, and traditional operations can no longer meet the demands of consumers' diversified life scenes. "Out of circle" and "breaking the circle", actively obtaining resources and inspiration from the traditional field is a real sustainable development path.

Editor: Yuan Ming

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