Introduction to HTMP Program 2 酒店...

George Ubbelohde

目录

  • 1 Chapter 1 – Preparing for a Leadership Career
    • 1.1 Introduction
    • 1.2 Why a Career in Hospitality and Tourism?
    • 1.3 Selecting an Industry Segment
    • 1.4 Types of Available Positions
    • 1.5 Traits of Leaders
    • 1.6 Traditional Management Styles
    • 1.7 Varying your Leadership Style
  • 2 Chapter 2 – Hospitality and Tourism Leadership
    • 2.1 Introduction
    • 2.2 21st Century Leadership Styles
    • 2.3 Leadership Development Goals
    • 2.4 Empowerment
    • 2.5 Showing Respect and Value for Diversity
    • 2.6 Global Guest Audiences
    • 2.7 Welcoming Other Cultures
  • 3 Chapter 3 – Leadership and the Guest Cycle
    • 3.1 Introduction
    • 3.2 Follow the Guest: Making the Cycle Seamless
    • 3.3 Guest Recovery
    • 3.4 Problem Solving
  • 4 Chapter 4 – Managing the Guest Experience Cycle
    • 4.1 Introduction
    • 4.2 Managing the Guest Experience: Being Inclusive
    • 4.3 Guest Experience Property Standards
    • 4.4 Managing the Guest Service Measurement (GSM) Process
    • 4.5 Guest Service Gold: Leading a Gold Team
    • 4.6 Managing Green Practices
  • 5 Chapter 5 – Leadership, Employees and Communication
    • 5.1 Introduction
    • 5.2 Purpose of the Mission Statement
    • 5.3 Communicating Employee Purpose and Role
    • 5.4 Setting Performance Goals
    • 5.5 Listening, Speaking and Writing
    • 5.6 Managing Difficult People
    • 5.7 Guest Communication
    • 5.8 Media Training
  • 6 Chapter 6 – Front Office Leadership
    • 6.1 Introduction
    • 6.2 Responsibilities of the Front Office Manager
    • 6.3 Reports: The Night Audit Paper Trail
    • 6.4 Labor Costs and the Night Audit
    • 6.5 Measuring Employee Performance
    • 6.6 Guests and the Front Desk
    • 6.7 Green Practice Programs for Guests
  • 7 Chapter 7 – Managing Housekeeping Operations
    • 7.1 Introduction
    • 7.2 Being the Executive Housekeeper
    • 7.3 Building a Budget
    • 7.4 Budgeting Labor and Linen Expenses
    • 7.5 Managing Housekeeping Performance Standards
    • 7.6 Training Housekeeping Staff
    • 7.7 Managing Housekeeping Green Practices
  • 8 Chapter 8 – Leadership and Facilities Management
    • 8.1 Introduction
    • 8.2 Function of the Chief Engineer
    • 8.3 Budgeting to Meet ADA Requirements
    • 8.4 Energy Management
    • 8.5 Emergency Systems Planning
    • 8.6 Managing the Facility’s Green Practices
  • 9 Chapter 9 – Food and Beverage Service Leadership
    • 9.1 Introduction
    • 9.2 Organization and Staffing of Food and Beverage Operations
    • 9.3 Menu Management
    • 9.4 Purchasing Supplies and Equipment
    • 9.5 Facility Design, Décor and Cleaning
    • 9.6 Managing Sanitation and Safety
    • 9.7 Labor and Revenue Control
    • 9.8 Nutrition and Sustainable Foods
  • 10 Chapter 10 – Managing Banquets and Catered Events
    • 10.1 Introduction
    • 10.2 Booking and Planning Events
    • 10.3 Reports: Preparing for Service
    • 10.4 Delivering Service
    • 10.5 After Service
  • 11 Chapter 11 – Human Resources
    • 11.1 Introduction
    • 11.2 Interview and Hiring Practices
    • 11.3 Employment Laws
    • 11.4 Managing Compensation and Benefits
    • 11.5 Corporate Social Responsibility
  • 12 Chapter 12 – Managing Operational Finance
    • 12.1 Introduction
    • 12.2 Financial Statements
    • 12.3 Operational Expenses and the Capital Budget
    • 12.4 Revenue Management
    • 12.5 Managing Labor Costs
    • 12.6 Taxes: Reporting and Remitting
  • 13 Chapter 13 – Marketing
    • 13.1 Introduction
    • 13.2 The Marketing Mix
    • 13.3 Steps of a Marketing Plan
    • 13.4 Channels of Distribution
    • 13.5 The Marketing Budget
    • 13.6 Industry Trends and Marketing
  • 14 Chapter 14 – Sales
    • 14.1 Introduction
    • 14.2 Training for Sales Success
    • 14.3 Managing a Sales Team
    • 14.4 Selling to Global Audiences
    • 14.5 Selling to Special Segments
    • 14.6 Selling to the Digital Traveler
  • 15 Chapter 15 – Safety
    • 15.1 Introduction
    • 15.2 Managing Workplace Safety
    • 15.3 Risk Management and Insurance
    • 15.4 OSHA: Following the Requirements
  • 16 Chapter 16 – Security
    • 16.1 Introduction
    • 16.2 Hotel Security: Access Control and Guestroom Security
    • 16.3 Employee Security Issues
    • 16.4 Emergency Management and Media Relations
Selling to the Digital Traveler





A majority of travel bookings are completed digitally, via directly on the company’s website, an OTA or a mobile device.
大部分人完成旅游预订都会使用电子数码产品，不是在酒店网站预订，就是通过在线旅行社或移动设备终端。
Moreover the usage of mobile devices and tablets has increased tremendously and up to 180 percent.
而且移动设备和平板电脑的使用率已达到180%的显著增长。


Based on this impressive usage rates, hospitality and tourism organizations must make their digital presence and their ability to sell their products and services digitally a priority.
有鉴于此，酒店旅游业应当优先考虑电子数码平台的业务活动及能力，利用这一平台销售服务和产品。
In order to highlight the importance of this phenomenon let’s have a look to these data:
以下数字会突出强调这一现象的重要性。
Customers consult and compare an average 10 sources of information online before booking a travel.
一般在旅行预订完成之前，每个顾客平均会咨询比较10个信息来源。
70% of people who look at online reviews end up by changing their minds on where they will go and stay.
70%的人在看完线上评论之后，改变他们的旅游目的地和住宿酒店。
Knowing this data gives an important message to the hospitality business on how to approach and attract the customers.
这些数据给酒店旅游业商家一个重要的信息，即如何接触和吸引目标受众。

Several things to consider when selling to the digital traveler are;
想要针对数码产品的使用者作营销活动，应做到以下几件事：

  • Search engine optimization  (SEO), responsive and interactive web design, ease of booking, rate and image parity, web statistics, social media, QR codes, customer relation management (CRM) and a balanced approach to OTAs.
    搜索引擎的优化推广(SEO)，网站设计互动性强、反应快，预定流程操作简便，显示房间照片、价格和等价货币，网站具备统计功能，设置社交媒体账号及二维码，使用客户关系管理系统(CRM)，与在线旅行社制定平衡合理的合作方案。

  • OTAs should be partners of hotels rather competitors, therefore, knowing that 70% of direct bookers visit OTA first, having a balanced approach to OTAs is essential for the sustainability of the business in the long run.
    在线旅行社应成为酒店的合作伙伴而非竞争对手。据统计直接预订的人当中70%都会先访问在线旅行社的页面，因此长远来看，平衡合理的合作方案对酒店生意的持续发展极其重要。


This section concludes the chapter 14 of your course. Thank you for your attention and participation.
以上为14章的全部内容。谢谢你的收看和参与。