中国酒店业销售的新增长点
---网络直销与在线支付-王韬
在座的各位酒店业人士必定已经感受到互联网带给当今世界的深刻变化，互联网的迅速普及使地球变成了地球村，在地球的另一端的人们只要依托互联网可以非常方便，非常经济的和大家交换信息，那么各位是否考虑过互联网给传统的酒店行业带来什么深刻变革？今天我想重点讨论一下互联网给酒店行业销售领域带来的巨大变化。
根据测算网络销售的投入是传统营销的10%，而其三维的传播方式使传播速度为传统营销的5至8倍。 全球酒店业的网上收入2003年为14%，2004年预计超过16%，2005年预计达24%。网上收入包括酒店的直接销售和网上中介的间接销售，预计2005年网上的直销部分将达到54%。
网络营销的两大渠道
一、 网络中间商——旅行社
在中国以携程，elong为代表的网上旅行社显示了快速发展的势头，其主营业务旅游服务的订房量和利润总和在短短的三、四年中就超过了传统旅游业大户国、中、青三家企业。
二、 酒店网上直销
所谓网上直销就是酒店通过自己网站进行网络营销活动，据统计，万豪、希尔顿通过自有网站的直接销售收入与通过网上中介的间接销售收入之比已经高达75：25。而从消费者来说，他们也不愿意在中间商那里多花钱，Forrester Research调查公司发现69%的美国休闲旅客喜欢直接订房，而只有27%的旅客愿意从中间商那里订房。因为他们认为高质量的服务只能来自于酒店本身。
而国内酒店在这方面起步较晚，特别是独立酒店由于种种原因使网上直销的比例几乎为零，这使我们中国的酒店人不得不考虑是什么原因造成如此大的差异？我们应该如何改进呢？
建立有效的网上直销系统
1、建立自己的网站，网页的首页必须重点突出，在互联网上注册自己的独立域名。
2、不断提高网站的质量，优秀的网站应该具有以下功能：
美观实际的页面设计
内容的实时更新
强大的预订功能
房价有竞争力
预订流程人性化
多种价格类型以满足各类客人的需求：如前台先付价，提前N天预付价等
即时确认：据称即时确认至少可以提高50%的预定量
3、借助搜索引擎的威力。根据Forrester research的统计，全部网站的访问量中的80%是从搜索引擎开始的，因此必须将网站接入若干著名的搜索引擎，必要时也可以和著名网站链接。
网上直销遇到的问题和在线支付
网上直销遇到的最大问题是国内信用体系的淡薄导致了大量无效网络订房。特别是在酒店旺季会给酒店的预定流量的管理上带来很大的问题, 而在线支付可以非常有效地解决这个问题。
所谓在线支付是指单位、个人通过电子终端，直接或间接向银行业金融机构发出支付指令，实现货币支付与资金转移。
在国际信用卡组织（VISA）和银行（工行）的大力推动下，在线支付已变得越来越安全，便利和有效 ，人们越来越多地使用网上支付。根据权威机构统计2001 年中国网上支付的用户规模为374 万，2004 年该规模增长为1830 万，年均复合增长率（CAGR）为48.7%。在未来几年我国网上支付用户规模将继续扩大，2007 年我国网上支付用户规模将达到5325 万。
在线支付在酒店业中运用
国际连锁酒店早已充分利用在线支付的优势进行一系列的促销和推广活动，而国内酒店限于技术，成本，观念等原因，还处于起步阶段，越来越多的国内酒店开始使用网上支付系统来完善网站预订的功能：如家，新锦江，和平饭店，建国宾馆等。
在线支付能为酒店提供何种便利
便捷的异地支付：基于互联网的网上支付服务丰富，而且可以实现7*24 的服
务，并不受地理位置限制。交易者在任何时刻并且足不出户就可完成整个支付过程。无论对酒店还是客人都带来很大的便利
实时确认支付成功：由于网上支付是通过互联网进行信息的传输，资金的 划拨
能实时完成，充分实现快速、高效的优势。由于是即时确认，大大提高了预定的效率
保障了客户和酒店双方的利益：由于房款预付，可以保证预定的真实和有效
提高了收益管理：对酒店来讲特别在旺季可以杜绝No-Show的出现
增加新的销售渠道：在淡季，再不冲击原有价格体系的前提下进行一系列的价格促销工作。
相关链接： 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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