为应对全球金融危机在中国可能出现的蔓延与加剧，中国政府迅速提出了四万亿人民币的经济刺激计划，国家旅游局与相关部门也在制订“国民休闲计划”，进一步落实职工带薪休假制度。那么，在营销方面，酒店应该做什么呢？
一、在市场定位不变的情况下，整体价格构成向下调整。降价是原则，如何 *** 作，则是技巧；降价的目的非常明确：给顾客以实惠，稳定主体客源；合理减少GOP，争取营业收入最大化。在酒店营销诸要素中，价格最敏感、最直接、最有效。
酒店运用价格杠杆，有这样几点理由：首先是顾客的需求改变，这种改变表面上是顾客需求标准降低，例如由行政楼层降为标准客房，实质上是支付能力下降，也就是说，顾客并不是自愿降低自己的住宿标准，而是无力维持原住宿标准，因此，顾客，尤其是对于公务出差的顾客而言，这样的改变是痛苦的和被迫的，他们仍然渴望维持原状，在这种情况，如果酒店降价，这些顾客就可能继续留住，如果酒店坚持不降，这些顾客就可能流向其他酒店；其次，对于酒店产品而言，由于其无法贮藏的特性，今天未卖掉的房间，其价值就是零，直接受损失的是酒店；此外，就酒店营销而言，尽管许多业内人士对降价都持反对态度，但是笔者认为，该降的时候，一定要降，除非有足够的现金流，否则，就应该随行就市。
降价 *** 作当然有技巧，要考虑市场需求、竞争对手、产品特点等诸多因素的相互作用关系。同时必须指出，降价不是营销的唯一手段，不能造成市场错位；降价与否也许是酒店可以独自决定的事情，但是降价的效果如何却非酒店独自可以决定的。这里，与顾客的沟通，特别是与大客户、常客的主动、积极沟通至关重要，我们不能采取简单的线性思维方式———酒店降价→顾客占便宜→顾客当然不反对，那么，酒店只要告知顾客就可以了，没有必要搞什么复杂的沟通。这样想法不能算错，但过于简单，因为降价的目的首先是酒店获益，酒店由于没有更好选择而不得不降价，而顾客则总是有更多其他酒店的选择。因此，降价沟通做得好，有利于酒店与顾客的双赢，顾客得到了自己想要的价值，酒店的资源得到了最大化的利用。
二、在主打产品基本不变的情况下，增加产品价值，丰富顾客选择。一般来说，在酒店可研阶段，客源定位就基本确定，由此与之配套的主打产品设计成型。因此，面对当前经营困境，一家高星级酒店没有必要考虑将适应商务客源需求的主打产品转型去适应旅游客源需求，而应该考虑将适应境外商务客源需求的产品转向适应境内商务客源需求，即调整这两部分客源的构成比例，将境外商务客源的减少部分，力争通过开发境内市场进行弥补。
具体可采取如下几种做法。首先，留住核心客户群，方法是在他们支付能力被迫降低的情况下，酒店通过降价或升级手段，尽量维持提供客户的产品标准不变；其次，吸引更多的顾客，最大限度地增加所有产品的价值，而增值部分必须为其细分顾客群所认认可。例如比较常见但也确实为顾客乐意接受的方法有减免服务费、提供免费早餐、赠送自助餐券、VIP升级、常客计划双倍积分奖励等；再者，在整合酒店内部资源（例如房间与餐饮、娱乐等的捆绑销售）基础上，整合酒店外部相关可利用资源，例如，国内有些酒店与提供天然健康睡眠用品的公司合作，向客人提供具有安眠功效的睡枕，酒店的目的是发掘、诱导客人的住房需求，而睡枕公司的目的宣传自己的产品。那么，当客人在用了酒店的睡枕感到确实舒服有效的时候，酒店可以把同样的睡枕卖给客人。
酒店在整合外部资源时，必须遵守这样几条原则：第一，酒店、顾客与合作方三方均合理受益；第二，整合进来的外部服务/产品要货真价实；第三，酒店受益不是体现在通过卖合作方的服务/产品获得利润，而是作为促销手段，销售酒店自身的产品；第四，此类做法只是锦上添花，不可过多过滥，影响酒店主业形象。
三、在发挥销售人员主导作用的情况下，提高一线面客员工销售意识。面对正在到来的市场寒冬，首先感觉到寒气逼人的，就是酒店的销售人员———今年的销售任务能不能完成，明年的预算指标是不是还要年年加码？作为酒店的经营决策者，首先要做的工作就是稳定并强化销售队伍。
第一，要深入销售一线，同销售人员一起分析市场的形势与酒店的任务，目的是对市场达成基本共识，对酒店的经营目标达成基本共识；第二，在共识的基础上制定灵活的销售策略，随着市场变化迅速调整；第三，客观地制定销售人员的业绩考核指标，促使他们完成指标的相应支持，包括管理支持，例如各种政策的倾斜，也包括产品支持，例如酒店的客房、餐饮的质量、特色保证等；第四，调动那些有销售才华或有培养潜力的其他部门员工充实到销售队伍中。
酒店的销售离不开全体部门和人员的共同努力，应使全体员工，特别是一线面客员工真正理解并切身感受到酒店销售业绩好坏与自己的关系，例如个人收入、工作评价等。这里并不是说，因为市场形势不好，所以酒店全体员工不管是什么岗位都分配指标去拉客户，而是要求大家在完成好岗位职责的基础上，能够站在酒店销售的立场上，思考酒店的经营与管理。对于一线面客员工，如果他们销售意识提高了，就更容易与二线、销售部合作，形成立体的销售网络。要做到这一步，管理要扁平化，授权向一线下移。
此外，对于基层员工，不要进行过多的原则、理念灌输，应该着重通过案例分析、集体讨论来增强其销售意识，通过启发的方式逐步让一线员工体会、认知、固化。谈销售并不一定就是向顾客推销什么酒店的产品，而是根据自己的岗位特点与顾客的需要随机处理。有时顾客需要的只是一个真诚的微笑，有时顾客需要的只是聊上几句贴心的家常，这些看似简单平常的待客行为，都可以起到意想不到的销售效果。
我们要如何开始自己的营销之旅?也许这几篇英语中文会给你答案。下面是我给大家整理的，供大家参阅!
：如何在关键时刻保持安静Stop. First, assess if you need to take immediate action. Sometimes, things aren't actually urgent -- they just feel that way. Stop and ask yourself whether or not the situation is totally pressing. If not, take a break. When you e back to it, the situation might not seem quite as monumental as you thought.
Breathe. If stepping aside isn’t an option… breathe. In and out. Slowly. Give someone you trust a call, and get some feedback. No matter how awful the situation is, there’s time to loop in a second opinion. In fact, the worse a situation is, the more important it is to bring in someone else’s voice.
Wait. Don’t mit anything in writing -- not on Facebook, not on Twitter, and definitely not in an e-mail. Run anything you want to say past someone else first, and e back to it once you’ve had time to get past the initial rush of feelings.
Think. Take a minute to think about whether the situation actually qualifies as a crisis, or if the real crisis is your feelings about the situation. If your reaction to what's happening is the real culprit, try to stop and consider what about it is upsetting you so.
：为什么有些目标需要集体力量才能更快成功Why Achieving Goals Alone is Not Always Effective
In order to save some money, I initially tried to do as much of the renovations work myself and this included most of the painting, since I had already painted my own house before. I could also do other simple tasks like replace broken window screens since again, I already did that at my own residence. I was thinking that doing as much as I can on my own would be shortcuts to success in the overall renovations.
When the renovations crew came onsite, the plan was for them to repair the major cracks on the walls so I could do the painting. However, things did not turn out that way. They told me that my painting skills were quite poor being slow and messy. As a result, they would have to clean up after my mistakes.
Ultimately, I got ‘fired’ by my own contractors, in a nice way of course since I was the guy paying them. So I was effectively demoted by my own crew to being the clean up man since that was the only thing I could not mess up.
You’ll Achieve Faster Success in Goals with the Advantage of Group
I could take the time to learn how to do many of the renovating tasks on my own because new skills just take an effort to learn. However, such skills in repairing houses would have taken me so long, that there would have been much delays in achieving the overall goal, which was to get all of the vacant apartments rented out. Each week that a unit is vacant costs a property owner money.
So I gave in and decided upon the advice of my contractors to let them do most of the work, including painting. In many ways, getting fired by my own renovations crew was very helpful. The renovations would be pleted much faster with the professionals handling these tasks. Meanwhile, this freed up my own time to focus on the things that I did well, which included marketing the vacant units to potential tenants.
In fact, the marketing campaign was so effective with my total focus, I was able to get new tenants signed up on leases before all of the renovations actually finished. This of course resulted in minimal financial loss due to vacancies.
My example here with my real estate rental property shows that some of our goals in life are not meant to be achieved alone or in isolation. Instead, success will e easier and faster if such goals were worked on with the help from other people.
Such teamwork with others also occurs in nature as many animals including wolves and killer whales hunt together in numbers. It is much safer for these animals to bring down certain prey, especially larger and dangerous ones, if teamwork is utilized.
The assistance of the right people involved with your goals can result in major success that you would not otherwise have achieved by yourself. So it is important to determine which of your goals should be attempted on your own and which ones are best with group effort.
：只有成功人士才能掌握的8个时间管理的秘密1. Don’t just look busy
When the pany manager walks down the hallway, everyone is on a call, in a meeting, or running errands. They look busy, but are they really busy? If you ask successful people, they will say “No.” All the above are strong signs of “mindless productivity.” This might get you lots of appreciation from your co-workers, but it definitely won’t get you a promotion — at least, not the promotion. To put it differently, working hard means you are on the track towards success, running 100 miles per hour… though not necessarily in the right direction.
2. Work smarter, not harder
The key to being a successful person is working smart, not hard. Quit the “robot” state and find new ways to approach each task and each project. Employ strong time management rules and software, such as TimeDoctor, and stick to cutting down the time needed to do each task. You don’t have to reinvent the wheel, but you need to find new ways to use it and look at it from a pletely different perspective. In time, you will be thankful for your new routine.
3. Prioritize all your tasks
Prioritization is the key for successful people – they don’t just solve all the tasks they have, they solve the most important first! Take example and find the most important tasks of the day right after you reach the office and solve them. When the most important tasks are done, you can say your day was successful, even if you don’t get to solve all the other tasks of the day. Don’t let the details drag you down, don’t procrastinate! Perfectionists often get lost in details, as they try to make everything perfect – this is a mistake, as unpleasant as it might sound. Focus on getting the large projects done, then take a second look at them, tweaking bits and pieces.
4. Gamify your work
Work gamification is a new concept, but it’s already emerging as one of the best ways to raise your engagement and change the way you work. As the name implies, gamification is the process of turning work into play, without skipping the actual work. Gamification increases your wellbeing and allows you to objectify your achievements. Just like a game, when you plan each task you can divide the work into small batches of 15-20 minutes. Then, award yourself with a treat when each task is finished. That treat can be anything you want, from a smoothie to a small walk in the park or checking your social media account. One of the benefits of gamification is you will learn how much can be done in a short time, like 15 minutes. Another benefit is the fact you are able to take some time to appreciate what you’ve just made, which is a great way to stay motivated and focused.
5. Group related tasks
The human brain is built to think of at one task at a time. When you have to do several different tasks, you need to use several parts of your brain, employing different types of thinking. If you group related tasks, your brain won’t be forced to switch from one type of thinking, such as analytic, to another, like creative, over and over again. Doing several tasks which require the same type of thinking consecutively boosts your productivity and speeds up your work. Grouping tasks is a great time management secret, as it can enhance and revolutionize the way you work. For example, if you are a writer and you have to document an ebook, document a report, then rewrite two articles and write an editorial, you’ll want to group the documentation work and the writing work. This way, you will be able to get them done quicker and easier.
6. Organize, organize, organize some more
One of the best time management hacks is organization – being organized is crucial for cutting down on the “dead” time in your workflow. e up with a system and implement it as soon as possible. You will notice the huge difference which es from knowing where the last week’s sale reports are and not having to spend 30 minutes looking for them.
7. Learn to refuse projects
From time to time, you need to say “No.” Overworking yourself is not the way towards success, but the way towards fatigue and exhaustion. Successful people master the ability to refuse certain tasks in order to concentrate on more important ones. Be picky and only pick tasks which mean something for you and can really give you a boost. Dedicate all your time to these projects, erasing procrastination and distractions, establishing a personal deadline for the task at hand. For example, promise yourself to plete an article in one hour. When you finish the article on time or even before your self-imposed deadline, you will feel an amazing amount of self-acplishment. This emotion can be overwhelming and highly motivational.
8. Know when to call it a day
After all that time management, you will notice there is still a pile of work on your desk. This is the moment when you need to use the most important secret of successful people: quit it and go home. Yes, that’s right — after all the strategies to cut down the “dead” time, eliminate the excess tasks, and focus on getting the project done, you have to know when to call it a day and go home. As I’ve said, as long as you prioritize tasks and solve the most important ones, you are ready to go home. Don’t make the mistake of trying to solve everything. Instead, end your day when you are tired and you feel you’ve made a difference for someone. There will always be more work to do, but you have to live your life as well. Calling it a day is part of smart working — the most important secret of smart working, even, because it allows you to disconnect from work and enjoy life. This is exactly what makes you successful!
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