Recently，Profitroom, a European hotel reservation system service provider, based on system big data，Proposes 15 key trends affecting hotel industry bookings in 2016。If hotel managers can understand and implement these trends that affect bookings，I believe it can increase booking volume。This article is the second half of 15 key trends，Zhihui has previously released "15 Trends in Hotel Industry Reservation and Marketing in 2016 (Part 1)"、"15 Trends in Hotel Industry Reservation and Marketing in 2016 (Part 2)"。

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The partial elimination of rate comparisons by some major clients does not make hotel managers feel any easier。For hotels，This means competition for bookings with online travel agencies will become more intense。Third-party agents will always consider the customer’s perspective，Strive for the greatest benefits for customers，Get them the best price。This also makes selling more complicated。

Even recently，Some hotels are starting to sell based on three basic rates，The same room provided，In the same time period，Provide three price options for the same customer，But currently the most common situation is that there are 6-7 rates。Their quantity depends on whether there are some special discounts available for all room categories，Or only applicable to one type of standard room，Or are there other short-term special offers launched at the same time。actually，Third-party agents 188bet online sports betting can dominate sales through certain channels，And this is only the picture reflected through an agency channel。In fact，Hotel managers cooperate with at least 5 distribution agents on average，Every one of them is working hard to get the best price for customers。

So how much does it cost to acquire customers？Who can tell clearly the cost of hotel rooms on a certain day and the cost consumption at the same time？If this is such a complex system，So maybe that’s why it’s worthwhile to step up your direct sales。Then the question is: how much advertising should be served to get the corresponding conversions and ROI？

Know that a high budget does not guarantee high sales。The most important thing is how to manage it in a reasonable way。

11. Instant messaging has become a new form of contact with guests

In this increasingly fast-paced world，Everyone needs the fastest and most convenient way to deal with problems。The most popular way to contact the hotel is to call or email the hotel front desk。SMS is still popular in daily life，But different types of chat and messaging apps are becoming more popular with the growth of social media and mobile devices。

You want to ask why?？There are many reasons for this。For example，Compared to traditional email，These communication applications such as WeChat、QQ、Twitter requires less text，Making it easier and faster to complete a given message。On the other hand，As the receiver of the message，It also takes less time to understand and become familiar with its content，And the answer is almost instantaneous。

In principle, instant messaging is an informal way，Because it eliminates many redundant greetings、Introduction、Signature or grammatically complete sentence expression。On the other hand，It has many rich and concise ways to express emotions 188bet app (for example:-) means smiling)，No need for you to spend additional time communicating。Compared to making a phone call，It does not require that both parties to the conversation must be online at the same time，And respond immediately。This method of communication allows the respondent to have a short break to transition and think，Without having to face the pressure of “someone is waiting”。In 2016, more and more hotels have begun to use this method of information communication to communicate，Phone calls and emails will be phased out。

12. The Internet of Things is favored by the hotel industry

Internet of Things (IOT) is a very broad category。Some people may think this is very abstract，Others may associate it with the concept of smart hotels。In fact，The era of the Internet of Things has just entered the mainstream stage，And its rapid development has also happened in recent years。It’s worth noting，Connecting this technology trend to new hotel market sales possibilities。For consumers，The message it conveys is，What brings the greatest value to the hotel industry。

Every hotel manager should know as much as possible about their guests，Be familiar with their needs and how they prefer to use the hotel’s services。Internet of Things in this field，Sensors and technologies that rely heavily on smart devices connected to the user side，And provide a brand new solution。Innovation in sensor technology，The inclusion of ibeacon and Wi-Fi is particularly interesting。They enable hotels to measure and analyze guest behavioral data。Also，They can also better customize a guest’s stay at a hotel，Also show these services and solutions to hotels，To provide the best customer experience，Or let the hotel see that it is not enough to complete fundamental improvements。

In recent 188bet online sports betting years, the Internet of Things has gradually become an irreplaceable data source connected to the development trend of big data，And it will definitely be reflected in the improvement of service quality，Profit and hotel sales increase。For guests before checking into the hotel，Data during and after hotel stay (combined with other analytics tools)，A new value for hotel managers。Hotel managers should quickly understand the Internet of Things，And be familiar with how to integrate this technology into hotel operations step by step。

13. Sales and Marketing Automation

The hotel industry has implemented a number of different automated processes。A good example is，Manage the hotel’s complex service offerings (mainly managing variable room supply、Differentiated prices and simultaneous presentation of multiple channels)。

Simple sales management tools for channel managers have become the industry standard。And now the challenge is，How to set and automatically calculate the best price for a room on a certain day。

Marketing automation tools are developing rapidly。Currently，There are still no good tools that can fully adapt to the special nature of the hotel industry，Ability to deliver effective marketing communications to guests at every stage of their journey (before booking、Before guests arrive，During your stay and after departure)。But we believe that such a solution will definitely be implemented next year。

14. Social Responsibility of Hotel Enterprises

Corporate social responsibility is becoming an essential corporate activity for every hotel company。So what is the hotel’s social responsibility?？Why companies pay more and more attention to it？What kind of actions does the hotel industry take?？

Corporate social responsibility (CSR) means 188bet app that companies are responsible for the social impact they cause。Specifically speaking to the hotel industry，It means it is for employees、Customer、Impact on local communities and natural environment。

CSR participation of hotel companies is driven by various factors，For example, reducing costs，Attract the most talented people，Meet customer needs，Build brand credibility, customer loyalty and more。So what do hotels usually do？They create norms of behavior，Looking forward to diversity，Strive to become the most popular company among employees。In terms of environmental protection，The hotel implements energy saving plan，Manage waste effectively。What’s more important，They work hard to ensure a healthy living environment for their customers。

Also，The hotel will encourage customers to participate in more sports activities、Eat healthy、Find the balance of body and mind to relieve the stress of life。Some hoteliers also serve as local community managers，Dialogue with the people，Offer them a discount，Even involved in the education of children and teenagers，Carry out initiatives for the development of local communities。

Currently，The key point of CSR is to establish a strategic approach consistent with corporate social responsibility，And take appropriate action。In short，These measures will help build the company’s corporate value。

15. Deepening customer relationships helps increase hotel sales

In 2016，The relationship between a hotel brand and its customers is critical to increasing a hotel’s direct sales。The reasons include differences in the prices expected by various agency channels (such as Google’s hotel ads)，The cost of acquiring a new user on the Internet increases (generally the cost of online advertising will increase by about 188bet Online Sports Betting and Casino 7% in the second year.2%)，Or the next change in Google search engine。In response to these trends，Hotel managers are now more willing than ever to invest in building and deepening guest relationships。

To do this more cleverly，They are required before the customer can book、Purchase period、Accurately communicate your brand philosophy during the entire stay and after leaving the hotel。It is precisely because we are building a familiar brand image for customers throughout the entire process，This allows customers to choose their own brand from a variety of hotels，At the same time, I am more willing to recommend it to my friends，Building customer loyalty over time，Ultimately reduce the hotel’s cost of sales in the future。

So how to build such a customer relationship? Can be obtained fromTools to improve online booking satisfactionGet help。CRM system，Efficiently utilize client data，Provide customers with appropriate products and assistance at every stage of their trip via email，Use social media clients to establish efficient communication with customers，These are the basis of construction customer relationship。For example，Let customers often open emails to find 6% discounts that suit their needs，Visit the hotel’s Facebook site more often before booking，And interact more directly with hotel brands，Express their opinion about the brand。In the next year，Actively building and developing customer relationships will become more important，There is data to prove，Deepen customer relationships，Improving customer satisfaction will increase average hotel sales by 67%。

*Author of this article: Xu Liyang，Zhihui Tourism Analyst，Head of Zhihui’s office in Berlin, Germany。