Study On Optimization Of H Hotel Group’s Marketing Strategy For Business Travel Guests

With the increase of the number of hotels opened in recent years,the competition between hotels is constantly fierce,Hotel operator must use various marketing strategy to attract guests.It is particularly important to target to a certain customer group due to the impact of the epidemic,the total demand for hotels has dropped.Business travelers are an important source of customers for hotels.Room demand of business travelers is more stable than that of other types of travelers,under such circumstances business travelers are even more valuable.Hotel operator focus on how to attract more business travelers,how to do a good job in the marketing of business travelers will affect the overall operating results of the hotel to a certain extent.As enterprises pay more attention to travel management,many enterprises choose to cooperate with hotel groups to get a better discount price,thus saving the enterprise’s travel expenses.H Hotel Group established a business travel business unit specializing in corporate business in 2020.Focus on signing hotel cooperation contract with enterprises,offer better rack rate discount to cooperate enterprise customers.It is hoped that the employees of the cooperative enterprises will choose hotels under H Hotel Group when they go on business travel.To this end,this paper will systematically study H Hotel Group’s existing marketing strategy for business travelers to propose feasible marketing and operation optimization strategies.First,Introduce the research background and significance.Lay a theoretical foundation for the writing of the paper based on the research results of domestic and foreign scholars on hotel marketing and domestic enterprise travel market development status.Secondly,define the core concepts,organize the relevant theoretical basis of the study.Thirdly,introduce the basic information of H Hotel Group,analyze the industry environment,competitors and internal operation of H Hotel Group by PEST,SWOT and other analysis tools.Finally,investigate the hotel policy of different enterprises and the factors influencing the choice of hotel for different travelers on business trips by text analysis,questionnaire survey,empirical analysis and other analysis methods.Study the shortcomings of H Hotel Group’s existing marketing strategy for business travelers.And provides product optimization strategy,price optimization strategy,channel optimization strategy,customer acquisition optimization strategy.It is expected that through this research and implementation of the improvement scheme,the output of business travelers in H Hotel Group will be increased.