中國酒店業(yè)銷售的新增長點
---網(wǎng)絡(luò)直銷與在線支付-王韜
在座的各位酒店業(yè)人士必定已經(jīng)感受到互聯(lián)網(wǎng)帶給當(dāng)今世界的深刻變化，互聯(lián)網(wǎng)的迅速普及使地球變成了地球村，在地球的另一端的人們只要依托互聯(lián)網(wǎng)可以非常方便，非常經(jīng)濟的和大家交換信息，那么各位是否考慮過互聯(lián)網(wǎng)給傳統(tǒng)的酒店行業(yè)帶來什么深刻變革？今天我想重點討論一下互聯(lián)網(wǎng)給酒店行業(yè)銷售領(lǐng)域帶來的巨大變化。
根據(jù)測算網(wǎng)絡(luò)銷售的投入是傳統(tǒng)營銷的10%，而其三維的傳播方式使傳播速度為傳統(tǒng)營銷的5至8倍。 全球酒店業(yè)的網(wǎng)上收入2003年為14%，2004年預(yù)計超過16%，2005年預(yù)計達24%。網(wǎng)上收入包括酒店的直接銷售和網(wǎng)上中介的間接銷售，預(yù)計2005年網(wǎng)上的直銷部分將達到54%。
網(wǎng)絡(luò)營銷的兩大渠道
一、 網(wǎng)絡(luò)中間商——旅行社
在中國以攜程，elong為代表的網(wǎng)上旅行社顯示了快速發(fā)展的勢頭，其主營業(yè)務(wù)旅游服務(wù)的訂房量和利潤總和在短短的三、四年中就超過了傳統(tǒng)旅游業(yè)大戶國、中、青三家企業(yè)。
二、 酒店網(wǎng)上直銷
所謂網(wǎng)上直銷就是酒店通過自己網(wǎng)站進行網(wǎng)絡(luò)營銷活動，據(jù)統(tǒng)計，萬豪、希爾頓通過自有網(wǎng)站的直接銷售收入與通過網(wǎng)上中介的間接銷售收入之比已經(jīng)高達75：25。而從消費者來說，他們也不愿意在中間商那里多花錢，F(xiàn)orrester Research調(diào)查公司發(fā)現(xiàn)69%的美國休閑旅客喜歡直接訂房，而只有27%的旅客愿意從中間商那里訂房。因為他們認為高質(zhì)量的服務(wù)只能來自于酒店本身。
而國內(nèi)酒店在這方面起步較晚，特別是獨立酒店由于種種原因使網(wǎng)上直銷的比例幾乎為零，這使我們中國的酒店人不得不考慮是什么原因造成如此大的差異？我們應(yīng)該如何改進呢？
建立有效的網(wǎng)上直銷系統(tǒng)
1、建立自己的網(wǎng)站，網(wǎng)頁的首頁必須重點突出，在互聯(lián)網(wǎng)上注冊自己的獨立域名。
2、不斷提高網(wǎng)站的質(zhì)量，優(yōu)秀的網(wǎng)站應(yīng)該具有以下功能：
美觀實際的頁面設(shè)計
內(nèi)容的實時更新
強大的預(yù)訂功能
房價有競爭力
預(yù)訂流程人性化
多種價格類型以滿足各類客人的需求：如前臺先付價，提前N天預(yù)付價等
即時確認：據(jù)稱即時確認至少可以提高50%的預(yù)定量
3、借助搜索引擎的威力。根據(jù)Forrester research的統(tǒng)計，全部網(wǎng)站的訪問量中的80%是從搜索引擎開始的，因此必須將網(wǎng)站接入若干著名的搜索引擎，必要時也可以和著名網(wǎng)站鏈接。
網(wǎng)上直銷遇到的問題和在線支付
網(wǎng)上直銷遇到的最大問題是國內(nèi)信用體系的淡薄導(dǎo)致了大量無效網(wǎng)絡(luò)訂房。特別是在酒店旺季會給酒店的預(yù)定流量的管理上帶來很大的問題, 而在線支付可以非常有效地解決這個問題。
所謂在線支付是指單位、個人通過電子終端，直接或間接向銀行業(yè)金融機構(gòu)發(fā)出支付指令，實現(xiàn)貨幣支付與資金轉(zhuǎn)移。
在國際信用卡組織（VISA）和銀行（工行）的大力推動下，在線支付已變得越來越安全，便利和有效 ，人們越來越多地使用網(wǎng)上支付。根據(jù)權(quán)威機構(gòu)統(tǒng)計2001 年中國網(wǎng)上支付的用戶規(guī)模為374 萬，2004 年該規(guī)模增長為1830 萬，年均復(fù)合增長率（CAGR）為48.7%。在未來幾年我國網(wǎng)上支付用戶規(guī)模將繼續(xù)擴大，2007 年我國網(wǎng)上支付用戶規(guī)模將達到5325 萬。
在線支付在酒店業(yè)中運用
國際連鎖酒店早已充分利用在線支付的優(yōu)勢進行一系列的促銷和推廣活動，而國內(nèi)酒店限于技術(shù)，成本，觀念等原因，還處于起步階段，越來越多的國內(nèi)酒店開始使用網(wǎng)上支付系統(tǒng)來完善網(wǎng)站預(yù)訂的功能：如家，新錦江，和平飯店，建國賓館等。
在線支付能為酒店提供何種便利
便捷的異地支付：基于互聯(lián)網(wǎng)的網(wǎng)上支付服務(wù)豐富，而且可以實現(xiàn)7*24 的服
務(wù)，并不受地理位置限制。交易者在任何時刻并且足不出戶就可完成整個支付過程。無論對酒店還是客人都帶來很大的便利
實時確認支付成功：由于網(wǎng)上支付是通過互聯(lián)網(wǎng)進行信息的傳輸，資金的 劃撥
能實時完成，充分實現(xiàn)快速、高效的優(yōu)勢。由于是即時確認，大大提高了預(yù)定的效率
保障了客戶和酒店雙方的利益：由于房款預(yù)付，可以保證預(yù)定的真實和有效
提高了收益管理：對酒店來講特別在旺季可以杜絕No-Show的出現(xiàn)
增加新的銷售渠道：在淡季，再不沖擊原有價格體系的前提下進行一系列的價格促銷工作。
相關(guān)鏈接： http://tech.163.com/05/0921/14/1U6951PK000915I3.html
A new growth rate on China’S hotel marketing
All of you present today have experienced the enormous changes brought by the internet. As the internet prevails in the worldwide, which transforms the earth to the earth village. In this way, the person in the other end of the earth could communicate economically relying on the convenient internet. However, have you thought about what brought about by the internet to the traditional hotel industry? Today, I want to talk about the enormous changes brought by the internet to the hotel marketing field.
It is predicated that the investment in the network marketing is 10% of the traditional marketing, while effectiveness of expanding way is five times or eight times of that of the traditional marketing way. In 2003, the network revenue of the global hotel industry is 14%, in 2004 it would be 16% and in 2005, it climbs up to 24%. The revenues of the network comprise the incomings from the direct hotel marketing and network indirect marketing and it is predicated that in 2005, the income from direct marketing will climbs up to 54%.
Two channels for the network marketing
1 Online intermediaries-Tourist agent
The network tourist agent, such as Ctrip and Elong, demonstrates its rapid developing trend in China with its room reservation and revenues supervising the traditional hosts and youth enterprises.
2 Hotel direct online distribution
The direct online distribution refers to implement the network marketing activities through one’s own website. According to the statistics, the rate of direct online distribution and online intermediaries by Marriot and Hilton has reached the rate of 75:25. From the consumers’ aspect, they are not willing to cost a lot in the media providers. According to the Forrester Research, 69% tourists in USA are willing to order the room directly, while only 27% tourists are pleased to order the room from online intermediaries. Because they think the service with high quality comes from the hotel itself.
While the domestic hotels usually come late in the online expansion, especially the independent hotels which do not apply online distribution at all. This drives China’s hoteliers to think about what is the reason and why there come enormous distinctions. How could we resolve and promote.
To establish an effective online direct distribution system
1 Establish one’s own website. The front page of the your website must be on the point. Register an independent domain name on the network.
2 Gradually improve the quality of the website. The excellent website should be equipped with the following functions:
I Beautiful and practical web page design
II To renew the contents of the web page immediately
III Large reservation functions
Competitive room prices
Personify the procedures of reservation
Satisfy the customers with different requirements
Confirm immediately which could promote 50% reservation capacity
3 In virtue of the power of search engines
According to the Forrester research’s statistics, 80% of all website searching rates originate from the search engines. Therefore, it is essential for the website to connect with certain famous search engines.
The problems met by the direct online distribution and online payment
The worst problems confronted by the direct online distribution lie in the depression of domestic credit system that would bring about enormous inefficient online reservations. Especially in the midseason, it would bring about great problems to the management of the hotel reservation, while online payment would effectively solve this kind of problems.
The online payment refers that the units or the individuals could send one’s payment orders to the bankers or financial agents directly or indirectly through the electronic ends in order to realize capital payment or capital transfer.
With enormous promotions from VISA and Bank, online payment turns out to be more and more safe, convenient and effective. Peoples are willing to pay through network. According to the power agents’ statistics, in 2001 the population through online payment was 3.74 million, while in 2004, 18.3 million. The annual CAGR is 48.7%. In the following years, the online payment population will climb up, and it is predicated that it will be 53.25 million.
The application of online payment in the hotel industry
In the early days, the international hotel chains had made use of the online payment to put forward the expansion and marketing activities, while the domestic hotels still limited in the technique, cost and conception etc, that is to say, still in the fundamental stage. Now more and more domestic hotels becomes to make use of the online payment systems to perfect the online reservation system, such as Home Inn, Jingjiang, Peace Hotel, JianGuo Hotel etc.
What kind of convenience could online payment brings to the hotels?
1 Convenient payment in different regions
Based on the network payment, it would easy for us to realize 7*24 service and do not limited by the geographic locations. No matter in which places and when the customers could enjoy the whole process of payment, it would be great convenience to the hotels and customers.
2 Confirm the payment immediately
The deal finished through the network, the whole transfer could be realized at a high speed and gives an good demonstration of its rapid and effective advantages. Being confirmed immediately, it could promote the effectiveness of transfer.
3 Secure the interests of customers and hotels
Pay in advance could secure the genuine and effect of the reservations.
4 Promote the management of revenue
For the hotels, it could help to avoid the No-Show phenomenon.
5 Add new marketing channels
In a low season, it could help to avoid the promoting activities based on the original pricing systems.
Interlace: http://tech.163.com/05/0921/14/1U6951PK000915I3.html
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