新机遇：酒店与航空的互动式营销.doc

新机遇：酒店与航空的互动式营销无论是航空公司本身经营酒店，还是酒店与航空公司的互动合作，都是在寻求一种互利共赢，当我们把眼光关注在如何加强酒店与航空公司的合作时，更为重要的是要转换思维方式。酒店业务辅助航空公司拓展市场份额，不仅体现在对住宿需求的保障，还体现在酒店与航空业务交叉互动营销及促销的结合方面。航空公司的航线业务与酒店业务分享着同质的顾客群体，因此，两个业务可以互为平台进行交叉营销，也可以通过对某一项业务产品提供优惠来拓展另一项业务产品及服务的市场份额。本文将以航空公司与酒店的互动营销业务为探讨点，挖掘新的营销方式和创意模式，并探讨其在满足用户体验和提升用户满意度方面的效用。分销互动战略合作形式日渐多元分销互动是“航空+酒店”区别于一般酒店营销模式的典型特征。航空公司对其酒店的营销方式既可采取一般性酒店所采用的模式，也可充分利用航空的先天条件进行相互的营销和促销。例如，航线的顾客可以优先预定，或享受酒店的优惠;入住酒店的顾客可以享受航线提供的优惠活动;两者还可以互为平台进行广告宣传。航空业与酒店业本就是旅游产业链中的重要环节，作为实力较弱的航空公司寻求更为多元的合作方式与酒店结合。例如，四川航空“金熊猫”会员入住汉庭连锁酒店，可免费获得“汉庭卡”一张，当天即可凭此卡享受汉庭提供的房价优惠;同时，会员还可累计“金熊猫”里程，每消费人民币10元可得到5公里“金熊猫”里程，这是航空公司与酒店间交叉营销及促销的典型实例。简单说来，成熟专业的分销能提供给消费者、航空公司、酒店一些增值服务。一张机票的售出，包含着前前后后诸多个服务环节，还会引出保险、机场接送、酒店预订、旅行产品等多个相关服务内容。显然，这些都不是航空公司本身的强项，但是，这些却都是分销商们的重点服务领域，分销商们本身所具备的多重角色特征注定了它们可以帮助航空公司和酒店做更多的事情。移动应用航空酒店互动新终端移动互联网，我们现在说的手机通信的应用远远不仅仅是手机互联网业务的延伸，完全是一个新的行业、新的用户体验、新的游戏规则。如果我们静下心来研究这个行业未来的发展，无论是航空、酒店、旅游景点这些相关行业都要随着用户而变。因为这个新的行业发生了变化，用户体验发生了变化，用户付费结构发生了变化，整个行业应该随之改变，意味着航空行业要重新考虑怎么开航空公司，酒店业要想怎么开酒店，旅游景点要考虑如何运行旅游景点，而不是单纯考虑酒店与航空公司如何通过移动互联网的方式增加销售。在很多市场上我们可以看到移动设备的普及能够让越来越多的人充分利用在线预订的优势。还有第二个重要的变化就是移动的自助管理，人们不仅可以办理登机牌，还可以订酒店等。专业做航班管家、酒店管家应用的傲天汇金总经理王江表示：“手机如何能够帮助航空公司或酒店增加收入，我们现在想到的问题是酒店行业、航空行业、以及整个旅游行业如何顺应移动互联网的发展趋势，怎么把行业规则重写。”在新的终端上，关键不在于手段的创新，而更在于这回又是个“1+12”的合作。今后的自助商务游和自由行都将是一种必然趋势，航空公司和酒店必须抓住这个机会进军旅游服务市场。对旅客推出“机票加酒店”新服务项目。然而，拥有机票销售网络和广泛的旅游航线范围，这些都是完成这种战略的最佳保障。核心坚守忠诚源于完善用户体验360度的互动营销与服务，关键还是在吸引新客户以及提高忠诚度方面。港澳中心瑞士酒店在总结酒店多年来的管理转型与更新发展时说：“己预立而立人，己预达而达人。我们尊重不同的观念、信仰、文化。我们相信个人的需求、责任以及成功的运营是紧密相连的。”无论是航空公司本身经营酒店，还是酒店与航空公司的互动合作，都是在寻求一种互利共赢，当我们把眼光关注在如何加强酒店与航空公司的合作时，更为重要的是要转换思维方式。这些项目、这些创新是否能够真正满足用户体验并提升用户满意度?这种互动营销在盈利的同时有没有立人、达人真正满足用户需求?有专家指出：“现在来看，飞机预订以及酒店选择并不是惹恼商旅客人的真正源头，而是在赶往机场、等待飞机的途中的途中服务成为越来越多的创业者以及革新者关注的焦点所在，在这个过程中，航空公司以及酒店如何提供配套服务已成为亟待解决的问题。”真正能够在如何改善客户体验、提升客户忠诚等方面下功夫，将为航空旅游业带来更多的机遇。Hotel business expand market share in supporting airlines not only lies in the accommodation, but also in the interactive promotions of hotel and aviation business. Airline flights and hotel business share business with homogeneous customer groups, so the two can complement each other with platforms for cross-business marketing.Distribution interaction is a leading point which makes air + hotel marketing model different from the general features of hotel marketing. Airlines marketing of its hotel can take the general model used by common hotel, and can also take advantage of airlines natural conditions. For example, the two can complement each other with advertising platforms.Simply put, mature professional distributors can provide to consumers, airlines and hotels with some value-added services. With one ticket sold, its service contains many links as insurance, airport transfers, hotel reservations, travel products and other related services. Obviously, these are not the airlines own strengths, but are the important services of the distributors who have their own characteristics. They have multiple roles and are destined to help airlines and hotels do more things.Mobile InternetThe New Terminal For Hotel and Airline InteractionThose mobile Internet, mobile communication we are talking about are far more than just internet application extension, but a completely new industry, new user experience and new rules of the game. If we stop and look at the industrys future development, whether it is air, hotels or tourist attractions will change with users. Because this new industry has changed, thus changing the user experience and user fee structure, then the whole industry should be changed, which means industry related need to reconsider how to open the airline, how to open the hotel, how to run tourist attractions, rather than simply considering how to increase sales.For the new terminal, the key point is not the innovation of means, but also because it serves as a 1 +1 2 co-operation. The future self-help travel will be an inevitable trend, so airlines and hotels must seize this opportunity to enter the tourism market. The introduction of “air ticket plus hotel” for tourists is one of the best guarantee for the completion of this strategy.Key PointAttract New Customers and Increase Their LoyaltyFor bettering 360-degree interactive marketing and services, the key is to attract new customers and increase their loyalty. Swissotel Beijing Hongkong Macau Center summarizes their management experience of transformation and renewal over the past years, said that” We treat people how we, ourselves, would like to be treated. We respect and embrace diversity in thoughts, beliefs and cultures. We believe that successful business and an individual responsibility for sustainable development go hand-in-hand.”Both airlines operate their own hotels, or hotel and airline interaction and cooperation, are looking for a win-win situation, when we focus attention on how to strengthen cooperation with the airlines when the hotel is more important to transform ways of thinking. These projects, these innovations can really meet the user experience and increase customer satisfaction? This interactive marketing in profit at the same time there is no human, of people - truly meet customer needs?Some experts pointed out: Now aircraft and hotel booking is not too much bothering but the way to the airport and the time before the plane flying really annoys. Thus on- way services attracts growing number of entre