2020 has become a trace of the wheel of history. Looking back on this year, I think everyone will have a common wish: I can’t do it again! For many hotel companies, the experience in 2020 is very painful and real. Some hotel companies have fallen in pain; some hotel companies have moved forward in pain. It can be said that the epidemic has not only changed the world economic structure, but also forced companies to fall on the road of charging (innovation) rather than wait to die. What I want to talk about today is, what should individual hotels do in the post-epidemic era?
. Use time for space, cash flow is king
Use time to change space, in fact, hotel companies want to survive. Only by living can there be a way out. In this special situation, it is more important than anything else to hold the money bag tightly and not blindly expand, not to be greedy for more, and to ensure the normal circulation of the blood system. In fact, there are three sources of cash flow: owner input, borrowing input, and self-earnings. The first two are blood transfusions,and the latter is hematopoiesis. Only by realizing hematopoietic enterprises can it last for a long time. Under the current situation, recalculate the break-even point, further promote business activities, reduce fixed asset purchases, and reduce non-profit investment. , To ensure the safety of funds and accounts, and to strengthen the hematopoietic function is the foundation of survival.
2.Highlight the structure of flexible tailoring
The biggest advantage of a self-contained hotel is flexibility, small boats make a turnaround, and timely adjustment of internal structure in accordance with market changes. The adjustment structure I talked about mainly lies in two aspects: 1. The source structure; 2. The organizational structure.
. Customer source structure
The whole year of 2020 is not always bad for hotel companies. The recovery also occurred in the second half of the year. As the winter approaches, the atmosphere of hesitation and lingering in the market becomes stronger. Whether it is picking up or recovering, hotel companies in 2020 will lose revenue and lose money. A foregone conclusion.
In view of this situation, we need to analyze the consumption of customers. We have not seen any retaliatory consumption behaviors. On the contrary, consumers' consumption behaviors are becoming more rational. Compared with the same period, meetings and banquets have appeared. Different degrees of shrinkage and volume reduction. Therefore, we must be prepared for tailor-made and customized consumption for customers who choose your hotel. Those who can choose your hotel must be customers with the spending power of your hotel. They can no longer stick to high prices and do not relax, and invite customers who are blocking the door through appropriate dimensionality reduction, reposition the price range in stages, and expand the customer source layer. Drain traffic by means of activities, guarantees, etc.
2. Staff structure
From the beginning of the epidemic, hotel companies have basically compressed their human resources to the extreme. Faced with the market’s recovery and recovery, they are at a loss for a while. In the new year, labor costs will still need to be controlled, but we must also speak up, do a good job of business planning, market research, replenish staff, and stabilize existing staff. Because those who can stay in the early stage of the epidemic are all capable employees. Through the reception during the epidemic, they can be said to be all-rounders. They can stabilize them and continue to cultivate compound talents. During the large-scale reception, they will be the backbone. They will bring new talents and personnel structure. Adhere to the training route of compound all-rounders to adjust.
Persist in uninterrupted marketing activities, find (create) bright spots and take advantage of the situation
Blindly reducing prices is not the best choice. Lowering prices is a double-edged sword. If you don't do it well, you can hurt yourself by mistake and it is difficult to heal yourself. At this time, hotel operations must improve their planning, launch targeted marketing activities based on operating conditions, and reduce prices to either increase the occupancy rate, the rate of overturning, or the self-inflicted price and revenue. Increasing the added value of entering the store, making suggestions on the basis of increasing customers' secondary consumption and multiple consumptions, and increasing the stickiness of customers to the hotel is the last word.
Production and service maintain stability and continuity
To further build the hotel’s products and services to maintain stability and continuity, its premise is a stable management structure and normalization of staff turnover. Let the enterprise have the temperature, let the employees have the ownership, and sincerely advance and retreat with the enterprise. When the business is not good, you should practice your internal skills diligently, innovate and develop your own fist products in the production, make the hygiene cleaner, make the service more standard, not waste time, and do a good job of serving customers in the store at any time. We let every customer who enters the store leave a good memory, so as to turn him into a repeat customer.
