Can the member plan upgrade make the "traffic retention"?

At the moment when the traffic is king, the member system is the core asset of the hotel group. Recently, hotel groups such as intercontinental, Yaogao, Dezao, Yaduo, and other hotel groups have upgraded the membership plan, which has aroused the attention of the industry. What consumers are concerned about what increase or decreases and whether the membership of the membership is, whether it is in line with the mind, and how the hotel cares about how to achieve the maximum value of the membership plan. In fact, the change of membership plans is to unlock the password of "traffic retention".

Tuwa Creative Photo Conferry

Consumers: The promotion will not be "fragrant"

"I used to have the" Tower Tips "of all well -known hotel groups, only for a series of exclusive 'welfare' at the time of check -in, but now I only retain one family membership. If there is a need to stay in the hotels of other groups, Book it directly after comparing the price on the OTA. "The travel master's comments on the Internet revealed a lot of" hotel control "ideas.

"The launch of the hotel membership plan was to provide exclusive value -added services for consumers with high loyalty and strong repurchase, thereby attracting more consumers to join, and continuously to complete the membership upgrade through consumption. But now There are more and more channels for booking, and the rights and interests you want to get are not to be obtained by being a member. It is nothing more than the unique rights that non -members do not have.

Some time ago, Abu found that his members of Yaduo had updated. Among the increasing interests, the most attractive thing is that the online fitness platform Keep will launch ten toll courses in the APP in more than 100 stores under Yaduo. As long as Yaduo members stay in these stores, you can experience the course for free. For the fitness enthusiast Abu, this member rights have made him find excitement besides conventional preferential services.

In fact, the low ritual rate of hotel membership fixed rights and interests has become a common problem. For young consumers, the rights and interests of birthday benefits and limited afternoon tea are significantly attractive.

Not long ago, Sima Yan, the post -90s consumer who worked in Shanghai, became a member of the Delong Group's "Patek System", and the "Patek System" was a new hotel member program launched by the group this year. In Sima Yan's opinion, this member plan has hidden the utilitarian color of continuous consumption and promotion. The level promotion will be more entertaining and exploring based on the accumulated time of the members experienced the accumulated time in the specified scene. Coupled with the hotels where she often travels and vacations, there are hotels in this group, so she can't help but want to enter it.

"The rights we want are actually not complicated. First of all, the price of members is the best. If a member plan can promise that the booking is more expensive than other channels or pays the house fee, which will move us immediately. Of course, the upgrade of the membership plan will be upgraded. Whether the relegation measures are reasonable, whether the return period of membership orders has longer aggregate, and whether other characteristic rights have strong practicality or interesting is also the category we consider. " After communicating such topics, everyone is basically such an idea.

"Because I need to go on a business trip because of work. The purpose of becoming a hotel member was to have a fast -staying passage specially set up by members, the right to upgrade the free upgrade, and the quiet and comfortable dining environment of the administrative wine corridor ..." The post -70s business travelers Mr. Zhang has always been a senior member of several international hotel groups. He told reporters that the content of the exclusive service of members is the part he values ​​the most, but the number of travels of his brigade affected by the epidemic has decreased. The time he cares about the current period. What makes Mr. Zhang happy is that he found that some hotel groups have upgraded membership rights and increased the rights and interests of hotel fitness centers, conference rooms and other areas even if they do not stay. Some hotel membership plans are not human enough to make him the idea of ​​"retreat".

In the eyes of most operators, members plan to play a lot of role in the operation of the hotel, and to a certain extent, the hotel has achieved primitive traffic accumulation. However, as you are consumer, quality consumption, and experience consumption have become mainstream, consumers have different views on the rules of traditional hotel membership plans.

Hotel: equity assignment makes members more "sticky"

"Today's hotel membership plan has reached the critical period of changing, and it is not constant." Some operators have realized that traditional hotel membership plans have been difficult to meet increasingly growing membership needs. The attractiveness of hotel membership plans to consumers is decreasing, the role of promoting hotel marketing is becoming smaller and smaller, and it is imperative to solve the pain point.

The reporter noticed that "the higher the equity of membership, the greater the user's stickiness" has become the industry consensus, but the International Hotel Group and the domestic hotel group have adopted different practices. For example, in terms of how to make the new generation of consumers have the "superiority" they want, when the International Hotel Group upgrades the membership plan, more focus is on exclusive services.

The membership plan of the Yaogao Hotel Group, "Yaogao's Joy Realm", has recently launched a member rights upgrade plan for Chinese guests. Huang Jinyan, chief business officer of Yaogao Group Greater China, introduced that the upgraded membership plan set up a member breakfast area and a member floor, and also equipped with corresponding services such as table services, delivery of specific dishes, and exclusive guest room layout.

According to Keith Barr, CEO of the Intercontinental Hotel Group, the longer the members live, the more consumption will be. The membership system is the most profitable channel for hotels. The upgraded intercontinental Hotel Group member plans not only increased the entry level, but also solved the problems such as "the highest level members could not guarantee free dual morning and other doubles sharing rights". However, while increasing equity, the relegation difficulty of the member plan has also increased. The purpose is to encourage members to live more consumption. Domestic hotel groups put more attention on the construction of a diversified experience.

"Earlier, the membership plan of the hotel industry was basically around the main body of the hotel. The more members spent the more discounts or the more than the number of nights that the hotels could give." Yigong, the person in charge of the member business department of Yaduo Group, said. On the basis of the original hotel equity, Yaduo's new member plan integrates more users with high -frequency demand, involving travel, reading, sports, food, art and other fields. "We hope that the rights and interests of Yaduo members can cover all aspects of their daily life."

Today, hotels have entered the wave of integration and development of multiple formats. From the perspective of most operators, the renewal of hotel membership plans should be closely linked to the development trend of the hotel industry. Since the hotel is constantly exploring the business model other than accommodation, the membership plans should also operate in multiple formats. In simple terms, members' points can not only be used in more living areas, but also can get more diverse channels and scenes to get points.

In fact, points are "admission coupons" for members to exercise exclusive rights and interests. How to get points, how to use it within the validity period, how to complete the membership upgrade, etc. It is very concerned that consumers are very concerned. If the rules of the hotel are not fair enough or do not advance with the times, a serious "drop powder drops powder. "Phenomenon.

The reason why the new membership plan launched by Dezi Group is called a fair rule by many members. In addition to the growth of points, the time is the scale, and the time is continuous. You can redeem the corresponding experience, the points will not expire, and the rules of membership will not be downgraded. Moreover, in the planning of many members, the night value of the hotel where daily business travel travels will accumulate, and the experience of high -end resort hotels that meet the needs of family travel will be exchanged. On the other hand, this is the opportunity to let consumers understand its accommodation products. In the process, the Group has completed a successful product promotion and user -free new products. For hotel groups, the fundamental purpose of developing members is to obtain transformable traffic.

Industry: Don't let massive members "sleep"

Traffic is the foundation of hotel operations. In the hotel industry, a certain number of member systems that form a certain scale allows hotels to establish their own "moat" in addition to public domain flow. And active members can directly empower the hotel, consolidate the brand effect while increasing operating income. Data show that the contribution rate of a large hotel group in the second quarter of this year reached more than 65%, a large part of them contributed from hundreds of millions of members.

However, the effective conversion of traffic is not easy. This is why many hotel groups face a large number of members entering a dormant state but helpless. The purpose of the hotel's continuous upgrade of the membership plan is to further strengthen the experience of member experience, cultivate membership stickiness, and enhance the consumption power of members. From the perspective of most industry players, how to increase the repurchase rate of members and not allow the large number of members to be a key step in hotel operations.

"Often the common point of the good membership plan is that the rules are simple and continuously repurchased." Hu Shengyang, the CEO of Yingdie Consulting, wrote an article and analyzed that the hotel can divide members into high -value users, medium -value users, low -value users through the different consumption frequency. Essence When formulating a membership plan, high -value users can strengthen services and personal care, so that members have a significant sense of value; for medium -value users, they can use gifts and coupons to guide them to increase consumption unit price and frequency; to low -time low -time low -ended lows that have not patronized for a long time Value users can make targeted awakening. Only by throwing their rights in this way can we effectively retain guests.

In Hu Shengyang's view, the hotel needs to consider each key node of the membership plan, add accurate labels to members, judge the members' consumption characteristics and behavior preferences, and on this basis to safeguard the rights and interests of members and create personalized services. Conversely, if the hotel operation team is still in the traditional marketing thinking method, for example, when the OTA channel dynamically adjusts the house price, there is no simultaneous adjustment of the membership price, forming a situation that the membership price is higher than the OTA price, or it is believed that now it comes from membership channels from membership channels. With less benefits, if you do not operate carefully, it will cause consumers to think that it is better to transfer to OTA booking, and the membership repurchase rate will not be able to talk about it.

"Of course, while increasing the repurchase rate, it is also very important to pull new, but the hotel must also clearly realize that the cost of pulling new new fans will still encounter a fake prosperity of the new powder." Tao, some new users came to "wool". The consumption purchase behavior of these users may be disposable. After exercising the rights and interests of the new registered member, if the hotel is insufficient, they will enter "Sleeping Sleeping "state. Therefore, when the hotel is new, it is also necessary to consider the next marketing plan to achieve precise marketing. Don't ignore the accuracy of the strategy for the growth of the number of members.

In fact, the person in charge of the hotel membership business department frankly admits that with the continuous changes of user needs, the speed of the hotel membership rights and interests can keep up with, how to achieve long -term retaining membership of the members through the quality of the service and how to ensure the membership of the members, how to treat members for members Timely processing and feedback on the problems reflected are the tests they must face. Well -known loyalty marketing expert Zeng Zhihui mentioned in the analysis of the trend and challenge of the global hotel membership plan that the hotel group member plan can transform from the previous simple customer loyalty plan to life service providers, pay attention to customer traffic operations, and enhance customer consumption contribution. You can complete the upgrade of membership plans by increasing joint marketing with third -party partners or external brands. You can also increase the revenue of membership channels by increasing the cross -brand experience between members of the hotel group. Public domain flow dividends will eventually become smaller and smaller. How to convert public domain flow into private domain flow and activate it requires professional ability. The changes in various forms of hotel membership plans have begun and will also bring new thinking to the industry. (Author: Wang Wei, chief reporter of China Tourism News; Editor: Yang Shuo)

- END -