Creation of a marketing department in a hotel. Development of an action plan for the design of a marketing service in a hotel. Manage the price of an hour of employee work
Creating an effectively working sales department in the hotel business is one of the central tasks, the successful solution of which will determine the profitability of the hotel. It is important to understand that the number of employees in the sales department should be directly proportional to the number of rooms in a particular hotel. A well-structured sales team is the key to business growth and increased profitability.
Formation of an effective sales team in a hotel
Undoubtedly, a team is not just a group of people who get together and perform certain job descriptions. This is, first of all, a responsible leader who is able to ignite and form a loyal attitude of a group of employees towards the company, as well as properly build motivation so that each of them individually understands their responsibility and is also committed to working as a team.
The main feature of a managing leader should be proactivity, that is, an active, purposeful attitude to setting and solving any problems and the ability to take responsibility, as well as competently delegate powers to subordinates. In the case of the predominance of reactive behavior, lack of initiative and fear of responsibility, it is difficult to imagine effective team building in a team. The sales department creates a kind of vanguard, the very forefront in the competitive market struggle, in which the team leader must lead and charge with motivation. In this regard, it is not so much experience in the hotel business that is important, but rather sparkling eyes and a charge of energy at work, as well as experience in successful sales in any industry to select a candidate for the role of manager in the sales department.
Along with a proactive leader, ordinary employees should be combined from proactive and reactive managers, because along with initiative, diligence is also necessary without unnecessary creativity and an increased level of resistance to directives from above.
Motivation and customer focus of sales staff
The main quality of ordinary employees who find themselves in the service sector, which includes the hotel business, is customer focus. An approach in which communication between a manager from the sales department and a potential hotel client is built on the basis of a friendly and interested attitude is the basis for all communications. Only in this format can hotel service and successful sales develop. Any falsehood, pretense and lack of involvement of sales managers will be a negative factor for increasing the loyalty of future hotel guests and successful sales of hotel services.
Staff motivation should be not only monetary, but also non-monetary and directly related to the formation of corporate loyalty. It all depends on the level of emotional intelligence of the team leader in the sales department and his interest in forming an effectively working team.
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Analysis of stages of guest service in hotels
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Traditions of hospitality at the hotel
Hotel marketing services based on marketing research can highlight periods of growth and decline in demand under the influence of various factors (season, day of the week, events, holidays and holidays, etc.), can create a wide discount program and a system of incentives for travel during periods of decline in demand.
Thus, the characteristics of the hotel services market, the specifics of hotel services, and the characteristics of consumers of hotel services determine the specific features of marketing in the hotel business.
Marketing of hotel services
Hotel marketing is aimed at solving the following problems:
Justification of the need to provide services by identifying existing or potential demand for them;
Organization of research work to create services that meet the needs of consumers;
Coordination and planning of service provision, sales and financial activities of the hotel;
Improving methods of sales and promotion of services on the market;
Regulation and direction of all activities of the company to achieve general goals in the field of service provision. Marketing activities of the hotel include:
1) study of the market conditions and dynamics of demand for hotel services provided;
2) analysis of price changes for these hotel services and their substitutes;
3) forecast of growth in consumer income and their needs for these services;
5) promoting the sale of hotel services (attracting consumers by providing benefits, expanding guaranteed consumer rights, organizing lotteries, etc.)
6) planning the range of services, taking into account the socio-psychological attitudes of consumers (public opinion about the prestige of staying in a given hotel, purchasing a given service, fashion fluctuations)
7) a special organization of consumer service, based on the principle: a hotel service is looking for a potential consumer.
Management of hotel marketing activities as a system
Marketing Management as a system of marketing activities involves planning, implementing and monitoring the marketing program and the individual responsibilities of each employee, assessing risk and profit, and the effectiveness of marketing decisions.
Marketing management involves building a system for collecting information, market research, advertising, sales operations and services that would be able to provide maximum effect with a rational minimum of marketing costs.
Marketing management as a process consists of analysis, planning, execution, coordination, and a program for controlling all elements of the marketing mix. The basis of modern marketing management is the concept of marketing. The process of managing hotel marketing activities is presented in table. 6
The key goal of marketing management is to develop strategic marketing programs, the correct choice of which determines the efficiency of any hotel.
Marketing research of the hotel services market should provide a hotel management system:
Information for acceptance strategic decisions(is it worth entering the market?)
Information for making tactical decisions (planning sales volumes)
Information to provide a data bank at the disposal of the hotel.
Table 6.
Sequence of activities for managing hotel marketing activities
| 1. Analysis of target markets | |
| 1) | External environment analysis |
| 2) | Customer Analysis |
| 3) | Competitor analysis |
| 4) | Marketing research system |
| 2. Search for target segments | |
| 1) | Determining market capacity and measuring demand |
| 2) | Market segmentation |
| 3) | Selection of target segments |
| 4) | Positioning of services on the market |
| 3. Formation of strategic marketing marketing programs | |
| 1) | Definition of services |
| 1.1) | Development and testing of new services |
| 1.2) | Pricing |
| 1.3) | Advertising and PR (public relations) |
| 1.4) | Direct sales |
| 1.5) | Promotion |
| 1.6) | Distribution |
| 2) Strategic marketing programs in various market situations | |
| 2.1) | Strategy for entering new markets |
| 2.2) | Strategies for Growing Markets |
| 2.3) | Strategies for Global Markets |
| 4. Execution and control of strategic marketing programs | |
| 4.1 | Execution of business strategy and marketing programs |
| 4.2 | Monitoring and control of marketing programs |
The ultimate goal of marketing research is to identify the target market in which the hotel can sell its services with the greatest efficiency.
Marketing services in a hotel can be of two levels of management:
1) central marketing services (departments)
2) operational departments (or sectors).
Marketing activities in modern hotels are generally organized differently, but common techniques and methods can be traced in the organization and functioning of marketing and sales services and departments. The most common form is a functional organization, in which various areas of marketing are headed by specialists in specific types of activities - sales, advertising, marketing research, etc. In hotel chains operating on a regional scale and in various types of markets, it is more often used organization of marketing services on a geographical basis, with marketing service employees supervising certain geographical units (countries, regions, regions).
The system for building hotel marketing services depends on its quantitative parameters (Number of accommodations).
Small hotels, as a rule, do not create full-fledged marketing departments; part of the marketing functions is performed by the sales manager, his main function is sales and increasing the occupancy of the room stock. Specialists from consulting and advertising agencies are hired to conduct marketing research and advertising campaigns.
In medium-sized hotels, sales departments are created to perform marketing functions. These services employ specialists in marketing research, advertising, and public relations.
Large hotels create full-fledged marketing structures, which are provided with the necessary resources and human resources, and a marketing budget is formed. A large hotel conducts marketing research, develops new services, and develops sales promotion activities. Hotel business leaders create their own conceptual approaches to the formation of marketing services.
A modern hotel sales management system is based on a rational division of labor and clear assignment of authority. The marketing and sales department is headed by a director who is appointed by the general director or the board. The department includes the following four divisions.
1. Customer research.
Consists of sector managers and 2-5 customer service employees. This division maintains contacts with old partners, searches for new clients, and works with corporations. Each department manager has a plan that determines the number of clients with whom business contacts need to be established.
2. Technical and organizational group.
It consists of sector managers and 2-5 customer service staff and organizes banquets, conferences and group accommodations.
3. Reservations department.
4. PR Management. Responsible for public relations.
In general, the work of the department is assessed by objective quantitative indicators: business growth, workload, price level. The key indicator used is revenue per available room, or Revpar (Revenue per available room), it is determined by the ratio of hotel revenue to the total number of rooms.
In the overall structure of the hotel service, a special role belongs to the marketing department (Sector), whose activities include:
1. Analysis of market dynamics.
2. Search for opportunities to enter new markets, search and develop channels for promoting hotel services.
3. Assessing the potential of the main market segments and sales areas, taking into account population density, income level, transport connections, and seasonality.
4. Research of consumer demand in order to identify the most promising hotel services.
5. Receiving, processing and systematizing information about hotel clients (total number, length of stay, season of stay).
6. Formation of a client base based on demographic variables: gender, age, family life cycle; by social variables: social status, income level, by motivation: reasons, motives, purposes of arrival; by geography: country, citizenship, region.
7. Analysis competitive environment hotel.
8. Regular inspections of the hotel market and pricing policy.
9. Analysis of the activities of the hotel and its main competitors in the following positions: level of average annual occupancy, seasonal distribution of occupancy, average prices, level of service quality.
10. Analysis of the hotel’s performance results according to the main technical and economic indicators.
11. Work on creating and maintaining a website on the Internet, electronic advertising and booking tools.
12. Planning of marketing activities, drawing up advertising programs.
Organization and conduct of marketing research
The organization of marketing research should be structured in such a way as to ensure it is comprehensive and systematic, as well as a scientific approach.
In general, the marketing research process consists of the following stages:
Stage 1: identifying the problem and setting goals for marketing research.
Stage 2: selection of information sources.
Stage 3: collection and analysis of secondary information.
Stage 4: obtaining primary information.
Stage 5: data analysis, development of conclusions and recommendations. Stage 6: presentation and use of the results obtained.
Defining the problem and setting research goals is the main, defining stage of marketing research, since a timely and correctly formulated problem significantly reduces the time required to find ways to solve it and helps save material and financial resources.
The selection of information sources is carried out to facilitate the search for the necessary information, which is divided into primary and secondary.
The collection and analysis of secondary information, which is data collected previously for various purposes and exists independently of the problem under study, is the starting point of marketing research. Secondary information is quickly and relatively easily accessible, its sources may contain data that you are not able to obtain a hotel on your own, it is distinguished by a wide selection of sources and a relatively low price. However, this information may be incomplete, outdated, or insufficiently reliable; in addition, the methodology for collecting data may be unknown.
Sources of secondary information can be divided into two groups: internal and external. Internal sources of information are directly related to the hotel. Internal information is contained in the following materials: budgets, profit and loss data, customer accounts, results of other studies, sales reports, etc. This is a client database, contracts with clients, transport organizations that provide additional services, analysis data hotel activities by position: average annual occupancy level, seasonal distribution of flows, average prices; statistical information, data on mutual settlements with travel agencies, information about clients (number, length of stay, etc.).
In addition, if a hotel uses Yield management - a revenue management system, it must create a specific database consisting of the following main elements:
Historical cancellation statistics;
Historical no-show statistics (case of client no-show or late cancellation of reservation). Moreover, data on no-show clients should be presented by segments;
Go-show historical statistics (go-show client buying a room without prior reservation, without discounts, at higher prices);
Historical sales failure statistics;
The number of rooms that are idle and the historical statistics of this indicator;
Number of room reservations in dynamics and in distribution by
segments;
Historical statistics of reservation periods;
Historical statistics of general results: occupancy percentage and ADR (Average daily rate) - the average daily revenue of the hotel;
Historical information about past and proposed events (exhibitions, fairs, seminars, etc.)
