November 21，The "2018 China Cultural Tourism Accommodation Industry New Future Outlook" co-organized by Zhihui and Jinjiang International Convention and Exhibition was held at the Shanghai National Convention and Exhibition Center。

This forum brings together cultural and tourism comprehensive groups、Domestic Hotel Group、Hotel Owner、Investment institution、Hotel service provider、Practitioners in large accommodation upstream and downstream industries such as marketing service agencies，With the theme of "Five New Changes: How to Build a Big Accommodation Ecosystem"，Discussed the new future of the accommodation industry after changes in consumption structure and demand、How to do new marketing、How to control the integration and boundaries of brands，And how to pass innovative content，Revitalizing existing and incremental markets and other issues。Long Shitao, COO of Lingwei Hotel Marketing Consulting, attended this summit and delivered a keynote speech。

Long Shitao expressed，Internet Era，In many traditional industries，The product end, consumer end and C end can be completely disconnected，But not hotels，No matter what channel the customer uses to make a reservation，In the end, you have to go to the store to complete the purchase，Realize the closed loop of the entire service chain。  

Long Shitao believes that188bet online sports betting

The following is the full text of Long Shitao’s speech:

(This article is compiled based on the speech transcript，Zhihui slightly deleted)188bet Online Sports Betting and Casino 。Zhihui slightly deleted)

I am very honored to be here with all the experts、Seniors share the ideas and thoughts of Lingwei Consulting。I came into contact with the tourism industry about ten years ago，Today our topic is about how to make breakthroughs in hotel marketing in the digital age。In fact, the digital age is coming，Everyone should be deeply touched，Especially in recent years，Rapid digitalization brings challenges to all walks of life。The pain point that everyone feels personally is the acquisition of traffic，Everyone feels the same way。

Digital hotel marketing management

Traffic will not disappear in the digital age，Currently developed from the industry for many years，Generally speaking, there are two strategies that are more effective，You can also see it on our resource side and product side in the near future。The first strategy is: scale effect。For example: we stand from the customer’s perspective，If you are on the vast ocean，What goal is most likely to attract your attention？Of course it is large，So you can see that the hotel industry has recently been in the middle and low-end hotels，In rapid integration，Many chain brands are making rapid mergers。  

This is actually after the group achieved scale effect，The absorptive capacity of subsequent flow generation。This trend has accelerated very quickly in recent years，This is also the first stage of development in the digital age，You can see each platform at the beginning，Including various industries, they initially relied on standardization of services and price competitiveness，Rapidly form economies of scale，Gathering industrial resources。This is the basic strategy，With today’s development, you may personally feel that the hotel industry trend is accelerating。

Of course there is another trend，Product highlights and corporate connotation。Everyone has discovered that the rise in the hotel industry is mid- to high-end hotels、Villa products are more popular，This strategy focuses on product 188bet online sports betting differentiation、Personalization，Including how to combine the villas that have just been exposed to culture and tourism in all aspects，This creates differentiated products。By giving full play to the highlights of the product，Absorb flow，This strategy is obviously more popular at the moment，But it’s still in the early stages，Because everyone can find it，Although the product itself has its shining points，But like jade，Jade Bu Zhuo，Ineffective，It needs to be carved before it can shine，So we now have marketing channels and product features themselves、There are certain obstacles in the matching relationship。 

Additional accommodation，To do in-depth experience and OTA list style，It is difficult to fully display the charm of a product with just a few pictures，So we need to use new digital marketing methods such as self-media，Finish the charm and connotation of the entire product。So this aspect itself cannot rely too much on OTA，There is no way to make the entire product perfect。  

Many topics mentioned the hotel’s own traffic，The hotel brings its own traffic，I was just talking about traffic，Because of the Internet era，Many traditional industries，The product side, consumer side and C side can be completely disconnected，But for hotels，There is a characteristic，No matter what channel the customer uses to make a reservation，But in the end, you have to go to the store to complete the purchase，Realize the closed loop of the entire service chain。  

So customers will come to the store，As long as the customer comes to our front desk，This is equal to the traffic coming over。Exploring store traffic，Currently we are also seeing many new trends，For example, the intelligence just mentioned、O2O，These are all hopes to divert traffic from the store to online，Through O2O model，Re-activate traffic、Revitalization，Implement new increment。This approach is relatively mature in the real estate industry，Many real estate developers develop hotels，Initially, hotels were used as an offline traffic 188bet app entrance，After improving the traffic，Build more peripheral commercial facilities、Residential，Increase the entire asset negotiation，This model has been relatively successful among real estate developers for many years。   

The principles of the two are similar，Whether you want to create personalized products，Still hoping to import the traffic from the store to online，Use the hotel as the fulcrum of the entire re-consumption ecosystem，O2O。In simple terms，In our hotel industry，How to integrate into the digital ecosystem，What is missing is not traffic，It’s a lack of methods and tools。

360° evaluation of hotel marketing capabilities

Lingwei considers the capabilities of his own hotel，Especially the improvement of online capabilities，The hotel marketing index evaluation model is out，The most important thing is ability，Ability is comprehensive，Because marketing involves products、Operation、Marketing and other aspects，The capabilities involved in Lingwei include a total of six aspects: products，For example, product richness and core competitiveness，This is the hotel’s product evaluation。Secondly, hotel sales ability，There are also income diversification and operating capabilities，This is an evaluation of the entire marketing results。

The most basic thing is the degree of digitalization，Because all these capabilities need to be based on digitalization。Lingwei has developed a comprehensive capability assessment model for hundreds of hotels，You can see it all from these pictures，The entire evaluation results are presented as results of radar charts，Obviously income diversification and product richness，You can see that the industry has spent a lot of time and energy on this，However, it is still relatively weak to truly import offline traffic to online through product richness and diversified income，So the hotel has not become an O2O traffic entrance，Our goal is to convert the hotel’s own traffic again，Becomes the traffic entrance of O2O。

Three steps for hotel digital marketing

Hotel digitalization can be summarized as three steps: first, standardize the entire hotel marketing management chain、Systematic、Normalization，This simple explanation is about digitalization。Generally speaking，There is a small misunderstanding in perception，Many hotels actually say that my system has complete loopholes，All aspects of the system are available，To the digital era，What are the basic requirements for the system？Throughout from end to end，From management to sales，Go to member management system、All business sectors such as catering systems must be closely connected，Most hotels are now IT-based，Although there are them in every section，But the connection between each other is not close enough。That is, the end-to-end digital chain is relatively fragmented。   

If a system is composed of separate modules，There is no way for data to flow in the circulation system，Even if such data settles，Also lacks the ability to monetize。When we have the digital solution for the entire chain，Only based on the evaluation of the model just now，Quantitatively improve your ability gradually。Last，After the ability is improved，Data that can summarize all the data，Perform precipitation again，Aggregation and Application，Guide to O2O，Make applications。 

In summary，Our entire implementation chain，You can see it like this，Start with aggregation，Including various business sectors of the hotel and its integration with the surrounding ecology，To the precipitation of data，When the aggregation is completed，Then do further extraction and analysis，Then step three is to capture，Do analysis。Extract customer needs through big data algorithms，Do precise marketing。After processing，Can be converted into transactions with various marketing tools，Finally put the transaction through the scope effect，Expand to other O2O。

The above is my sharing, thank you all.