The largest hotel in the world doesn’t have a single room of its own，Its name is AIRBNB。The sharing economy gave birth to the originator of the travel industry and accommodation industry，UBER and AIRBNB。

Sabre research found:188bet app download The overall marketing model and system of the traditional hotel industry have undergone tremendous changes，Not simply a sales process，Analysis and judgment on the market，Forecasting and grasping demand, etc.，Sales does not equal marketing，Sales is only part of marketing。

We will discover the traditional hotel industry when it comes to marketing，Basically a price reduction promotion、OTA、Sign the agreement, etc.，For chain hotels, it is basically an agreement、188bet app download Send single page、Apply for membership card。The four major brands can also provide central channel support，But small brands basically rely on innate property conditions，First, geographical location，The second is property cost。Traditional star-rated hotels basically use conferences to drive demand for catering and accommodation，The sales department was basically kidnapped by OTA，No right to speak。

When thinking about Internet traffic, you need to pay attention to the following points:

1. Breaking the traditional business district concept

The mobile Internet era has already broken the traditional three-kilometer business district concept，We found that many marketers in the hotel industry are still talking about the concept of a three-kilometer business district，Where your customers come from today depends on your understanding of the market、Judgment of the industry。

2. Changes in competitors

Your competitors today，Star hotels are not rivals of Marriott、Hilton、Wanda, etc.，Chain hotels are not Jinjiang、Home Inn、Hanting、7 days，It comes from major OTA platforms competing with the traditional hotel industry for customers。The emergence of OTA solves the information asymmetry between hotels and customers，Make hotel prices and information more transparent，But the development of reality basically kidnapped the hotel。

3. Construction of OTA system

1. Ctrip: Ctrip, Elong, Qunar;

2、Ali Department: Flying Pig (Alibaba Travel)、DingTalk(Alibaba Business Travel);

3. Meituan-Dianping (New Meituan): Meituan + Dianping;

4. Clarify the positioning of the hotel’s customer source flow

1、 Near the airport and high-speed rail station，Customer sources mainly based on ticketing，Huge traffic;

2、 Near scenic spots and large playgrounds，Mainly travel freely、Mainly group and group tourists;

3. The urban area is mainly occupied by exhibition and business travelers;

4、 The areas around colleges and universities are mainly populated by campus teachers and students、Large Examination、Training customers are the main source;

5. Grasp the traffic growth points

1、Natural growth，Relying on brand influence、Good location、Publicity and promotion, etc.

2、Competitor traffic，Rely on quality service、Member retention、Consumption experience and other specialization、Differentiated forward diversion，If there are no features and selling points, it will cause negative traffic flow，Loss of customers。

6. Use big data to establish the hotel’s “small data”

Relying on the hotel central database，Fully research on long-term accumulation of customer resources，Especially the classification of secondary or even multiple consumer groups，Such as basic information (mobile phone number、Region、Member 188bet sports betting app download level, etc.)，Marketing Information (Housing Behavior、Consumption amount、Consumption cycle、Participating promotions, etc.)，Characteristic information (age、Preferences、Character, etc.)，Forming the hotel’s database is conducive to attracting new traffic、Retention、Promote activity。

Those who win the traffic win the world，Traffic is not only precious to the hotel industry，Lost traffic to any industry，Lost customer resources，It’s like losing everything。

*Author of this article: Hong Lei，Durian Hotel Group Marketing Manager，Practitioner of hotel Internet thinking，Expert Author。

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