Entering November, the promotions around "Double 11" have become increasingly fierce. At the same time, major star-rated hotels in Beijing have also launched a swipe mode, launching various discount activities and preferential measures, hoping to take the opportunity to attract c

Entering November, the promotions around "Double 11" have become increasingly fierce. At the same time, major star-rated hotels in Beijing have also launched a swipe mode, launching various discount activities and preferential measures, hoping to take the opportunity to attract customers. On November 3, a reporter from Beijing Business Daily discovered that hotels such as Beijing Hilton Hotel , Beijing HNA Tower Marriott Hotel, and Beijing Ledo Port Marriott Hotel have recently begun to push various preferential information and activities in multiple WeChat groups. Promotional information from more than 20 hotels such as Crowne Plaza Beijing Lido and Beijing Jianguo Hotel have also begun to flood the hotel’s official WeChat group and various information sharing groups. In addition to recharge cash rebates and room rate promotions, the hotel has also launched activities such as lottery draws and special buffets. From the perspective of the industry, although the "Double 11" event has been launched in the Beijing hotel industry for several years, due to the impact of the epidemic this year, whether products can be refunded after purchase, whether products that cannot be written off can be deferred, and specific consumption restrictions What else has become a matter of greater concern to consumers. Experts said that hotel rooms are non-reservable products, and the number of hotel room nights dropped rapidly after entering the off-season. In order to attract passenger flow, the types of hotel promotional products are also constantly expanding. It can be seen that merchants hope to use the "Double 11" to quickly recover their revenue.

The promotion that hit the screen

This year's "Double 11" first wave of rush sales is coming to an end, but the promotion craze of various star hotels in Beijing is still "rising". Recently, Ms. Liu (pseudonym), who often goes to Beijing's star hotels to spend money, told a reporter from Beijing Business Daily that more than 20 star hotels in Beijing, including Beijing Jianguo Hotel, have designed relevant promotional products and promoted them in multiple WeChat groups. push. A reporter from the Beijing Business Daily found that since late October, various star hotels in the capital have gradually increased the intensity and frequency of promotions, and some WeChat groups dedicated to publishing hotel event information have also begun to appear with "Double 11" promotional information.

From the perspective of promotional products, the ones with relatively large discounts are hotel accommodation products. Among them, Beijing Minmetals Narada Hotel has launched a mountain view superior room package product of 599 yuan, which is about 30-40% off compared to the retail price of 1,680 yuan; Beijing Bay Banshan Hot Spring Hotel has also launched a recharge of 5,000 yuan rebate. 1,000 yuan and free gifts.

In addition to traditional accommodation products, the types of products launched by hotels during this year's "Double 11" also involve food, entertainment, fitness, lottery and other aspects. Among them, the Beijing Hilton Hotel has launched fitness passes and fitness personal coaching classes; at the same time, the Beijing Leduogang Marriott Hotel's preferential package also includes hot springs, and you can enjoy buy one and get one free when you purchase adult hot spring tickets at a price of 238 yuan. In addition, Beijing Marriott Hotel HNA Tower also launched a lottery. The first prize is a single-night weekend stay in an executive suite and breakfast for two. Inviting 5 friends to follow the hotel’s official public account will also receive dining vouchers.

It is worth mentioning that many luxury hotels are participating in the "Double 11" promotion this time, including Rosewood Hotel Beijing . Many hotels have launched follow-the-public accounts, forward relevant publicity to Moments, and invite friends. "Help" can be used to obtain relevant discounts or prizes to attract traffic.

Ms. Liu told a Beijing Business Daily reporter that the hotel’s customer base is actually relatively fixed. Basically, each star hotel will set up its own WeChat group and publish preferential information to consolidate customers. "After the epidemic, there have been more and more activities such as forwarding and sharing to get discounts, and the competition among hotels to grab customers has become more and more fierce," Ms. Liu said. Zhao Huanyan, chief knowledge officer and senior economist of Huamei Hotel Consulting, also said that due to various factors, the current promotion awareness of star-rated hotels has been greatly improved, and the types and models of promotions have become more diversified.

Consumption attention has shifted

Merchants have launched a variety of products, but according to consumer feedback, everyone's focus has also shifted this year. According to Ms. Liu, in the past, consumers mainly paid attention to product prices, discounts and other information. But this year, everyone is paying more attention to the length of use of the product, usage restrictions, and whether it can be refunded.Taking Beijing Bayside Banshan Hot Spring Hotel as an example, a reporter from Beijing Business Daily found in the hotel’s official WeChat group that for the preferential products launched by the hotel during the “Double 11” period, the most common inquiries from consumers were about the specific usage rights of the products, and what to do if they are not used. Questions such as whether you can travel or whether you can get a refund. Hotel staff also said that promotional products can be refunded, but a 10% cancellation fee will be deducted. The package has a longer validity period, and consumers are advised to travel according to their own circumstances. In Ms. Liu's view, due to the impact of the epidemic, the original travel plan is more likely to change, and there are more guests in the hotel during holidays, and there is also the risk of not being able to make an appointment. If the hotel can introduce a more flexible cancellation system, it can Reduce the worry of consumption.

In fact, in addition to Beijing Bayside Banshan Hot Spring Hotel, many star hotels in Beijing have many consumption restrictions when launching promotions. For example, the above-mentioned hot spring discount of Beijing Marriott Hotel Leduogang clearly stipulates that a single user is limited to 3 purchases, the product is valid until November 30, 2020, and can be used for only about 1 month; while Beijing Minmetals Narada Hotel launched There is also a reminder when purchasing the special-priced room that the product is a special-priced product. It is non-refundable after purchase, except for the merchant's breach of contract. The product is valid until June 30, 2021, but there is an additional fee of 100 yuan for weekend check-in, statutory holidays and before holidays. A one-day stay requires an additional charge of 300 yuan/room night; special catering products at Beijing Shoubei Zhaolong Hotel are non-refundable unless the merchant breaches the contract.

In this regard, Gu Huimin, dean of the School of Tourism Science at Beijing International Studies University, pointed out that the hotel’s prices are relatively low during promotions, and setting time limits is also to set a consumption space for consumers. The specific restrictions should be based on the hotel’s own situation. Come and decide. However, Gu Huimin also proposed that under the special background of the epidemic, the hotel's related promotional products can also be appropriately and flexibly adjusted to leave more room for refunds and consumption time to give consumers a sufficient sense of security.

Difficult to survive the winter

Why do star-rated hotels, which have always been "cold", spend "great efforts" on marketing? Zhao Huanyan gave the answer. "Hotels are still relatively heavily affected by the epidemic. Taking Beijing as an example, from January to June this year, 1,234 hotels in Beijing lost 6 billion yuan. Part of the loss was reduced from January to September, and further reduced in the last two months of this year. Losing money or even turning a loss into a profit has become the goal of many hotels. Therefore, it is necessary to promote sales and attract traffic. However, winter is a slow season for the hotel industry. It is very difficult to turn a loss into a profit," Zhao Huanyan said bluntly. It can also be seen from the hotel's promotional products that each hotel is trying its best to "leverage its strengths and avoid its weaknesses."

"Overall, the model of using hotel rooms to drive additional products has changed." Gu Huimin analyzed that as the hotel industry gradually enters the off-season, in addition to resort hotels or conference hotels, it can also guarantee some inherent customers, and some star hotels Passenger traffic has decreased. Against this background, if we still focus on promoting accommodation products, our appeal to consumers will be limited. “Whether it’s a buffet, a hot spring package, or even a hotel’s own gym or fitness instructor, as long as it is an attractive product with certain characteristics of its own, it can become the main promotion activity and profit point of today’s star-rated hotels. This Although the unit price of these products is not high, they have a wide audience, and hotels can use this to further expand their customer base. At the same time, small profits but quick turnover are also a way to alleviate financial pressure," Gu Huimin said. However, it is still difficult to "support" a hotel with a few hundred yuan of buffets or fitness cards.

Zhao Huanyan also pointed out that in addition to this "Double 11" and various promotional activities, the company's annual meeting at the end of the year is also an important gold-gathering business opportunity for various star hotels. "The annual meeting has certain requirements for the hotel's infrastructure. For example, the hotel needs to provide supporting conference rooms and other hardware equipment. In addition, to attract customers, the hotel also needs to carry out detailed planning and come up with more innovative plans and ideas." And Gu Hui Min also said that the end of the year is a period when conferences are relatively concentrated, and this type of demand is also something the hotel can increase its efforts to strive for next.In addition, hotels can also launch some packaged products for sale in winter, such as specialty catering foods and even hotel takeaways, and try to use existing facilities to make more additional products to expand consumption.

Beijing Business Daily reporter Guan Zichen Yang Hui