司南运营技巧 | 一文带你认识酒店OTA运营，附实操攻略！
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span> | 网络</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">编辑 | 司南酒店投资顾问</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在当今时代，酒店与<span style="color: black;">咱们</span>的生活息息<span style="color: black;">关联</span>！无论是出差或是旅行都离不开住酒店，越来越多人的<span style="color: black;">选取</span><span style="color: black;">经过</span>OTA平台预订酒店。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">此刻</span>这个时代背景下，<span style="color: black;">咱们</span>不得不承认：酒店OTA运营，已<span style="color: black;">作为</span>绝大<span style="color: black;">都数</span>酒店最合适的方式。<span style="color: black;">那样</span><span style="color: black;">怎样</span>在激烈的竞争中脱颖而出，<span style="color: black;">怎样</span>更好的运营自己的线上平台，本文带你深入<span style="color: black;">认识</span>OTA运营，后文附赠实操攻略，<span style="color: black;">一块</span>去看下吧~</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span> | Pexels 插图仅供欣赏</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">酒店OTA推广概念？ </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">OTA本身是一个连接客人与酒店的桥梁，凭借着强大的营销能力、丰富的<span style="color: black;">制品</span>信息、<span style="color: black;">方便</span>的预定方式、快捷的支付手段以及有<span style="color: black;">保准</span>的赔付政策聚集了众多的会员，给酒店带来众多客源，<span style="color: black;">亦</span><span style="color: black;">作为</span>酒店的品牌营销、展示推广<span style="color: black;">途径</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>OTA的概念</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OTA,全<span style="color: black;">叫作</span>为Online Travel Agency,中文译为“在线旅行社”，是旅游电子商务行业的专业词语，指旅游消费者<span style="color: black;">经过</span>网络向旅游服务<span style="color: black;">供给</span>商预定旅游<span style="color: black;">制品</span>或服务，并<span style="color: black;">经过</span>网上支付<span style="color: black;">或</span>线下付费，即各旅游主体<span style="color: black;">能够</span><span style="color: black;">经过</span>网络进行<span style="color: black;">制品</span>营销或<span style="color: black;">制品</span><span style="color: black;">营销</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.OTA的<span style="color: black;">道理</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OTA的<span style="color: black;">显现</span>将原来传统的旅行社<span style="color: black;">营销</span>模式放到网络平台上，更广泛地传递了线路信息，互动式的交流更方便了客人的咨询和订购。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.国内OTA的<span style="color: black;">表率</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">国内OTA的<span style="color: black;">表率</span>为:携程网、去<span style="color: black;">哪里</span>网、艺龙网、同程网、美团网、驴妈妈旅游网、百酷网、乐途旅游网、搜旅网、途牛旅游网和易游天下、<span style="color: black;">愉快</span>e行旅行网、驼羊旅游网等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>OTA模式下酒店的营销变化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OTA模式改变了传统的酒店营销模式，各酒店积极在OTA模式下采用网络营销模式开展网络订购。<span style="color: black;">详细</span>如下所述。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.移动化营销</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在OTA模式下，酒店营销呈现出移动化的特征。客户<span style="color: black;">能够</span><span style="color: black;">经过</span>移动设备与酒店进行交流与洽谈，并<span style="color: black;">经过</span>移动网络订购酒店服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.个性化营销</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">同质化的酒店服务对消费者的吸引力越来越小，酒店积极<span style="color: black;">注重</span>个性化服务<span style="color: black;">制品</span>的<span style="color: black;">开发</span>。并且，互联网为酒店<span style="color: black;">供给</span>了<span style="color: black;">海量</span>的数据信息，酒店<span style="color: black;">能够</span><span style="color: black;">经过</span>数据分析<span style="color: black;">认识</span>消费者的个性化<span style="color: black;">需要</span>，并<span style="color: black;">按照</span>消费者<span style="color: black;">行径</span>对消费者的<span style="color: black;">将来</span>消费方向进行预测，<span style="color: black;">从而</span>生产个性化服务<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.整合性营销</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，OTA模式使得酒店与旅行社相互融合，<span style="color: black;">非常多</span>OTA企业<span style="color: black;">已然</span>投资入股酒店企业。<span style="color: black;">况且</span>，酒店企业<span style="color: black;">亦</span>积极入驻旅游网站。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b9163c8adc804475b91fc9d92bc93573~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=blN4lRzM%2B7JAEjUpIx04%2B5OQelU%3D" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> OTA模式下酒店的营销策略 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在OTA占据巨大流量资源的市场环境下，酒店业应该以积极理性的眼光看待OTA，采取<span style="color: black;">必定</span>的策略，充分<span style="color: black;">恰当</span>利用OTA<span style="color: black;">途径</span>来正面<span style="color: black;">提高</span>酒店<span style="color: black;">揭发</span>美誉度，最大限度避免利益被侵蚀，<span style="color: black;">同期</span><span style="color: black;">经过</span>引流开辟自有<span style="color: black;">途径</span>来<span style="color: black;">加强</span>客房收益。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>打造酒店自<span style="color: black;">媒介</span>平台</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">酒店急需能够和顾客沟通的直接途径，而自<span style="color: black;">媒介</span>平台如：抖音、小红书、<span style="color: black;">微X</span>等<span style="color: black;">能够</span>以<span style="color: black;">新闻</span>推送的形式将酒店服务信息直接送达顾客，引导顾客二次消费并且形成酒店忠诚会员。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>打造酒店联盟</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了应对OTA对流量的把控，有实力的连锁酒店<span style="color: black;">亦</span>在进行一系列的并购，打造酒店联盟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，锦江酒店与锦江股份、锦江资本、联银创投、西藏弘毅、国盛投资及符合约定条件的投资人订立股东协议，<span style="color: black;">一起</span>斥资10亿元打造Wehotel，<span style="color: black;">创立</span>酒店联盟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>做有利于资源整合，有效<span style="color: black;">加强</span>运营效率和降低服务成本。最重要的是能够将所有酒店的会员信息整合，<span style="color: black;">逐步</span>构建起一个共享上亿会员的庞大网络，<span style="color: black;">最后</span>打造一个基于移动互联的共享经济平台。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>和OTA深入合作</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OTA为了加强线下酒店体验化，挑选部分实力高星酒店，与之深入合作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，御庭酒店集团、美豪酒店集团、恒大酒店集团、粤海(国际)酒店集团<span style="color: black;">选取</span>和携程战略合作升级，完善酒店新型生态圈。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着市场和消费者习惯的变化，酒店应与时俱进，保持预订<span style="color: black;">途径</span>最优化、酒店收益最大化。在加强<span style="color: black;">自己</span>手机端网络预订、会员体系的<span style="color: black;">同期</span>，因地制宜策略性地与OTA合作，是符合酒店利益的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、</span>加强<span style="color: black;">自己</span>转型建设</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统酒店经营模式已<span style="color: black;">不可</span>满足顾客住宿<span style="color: black;">需要</span>，酒店需要积极全面<span style="color: black;">认识</span>顾客偏好，加快转型速度，跟上酒店发展潮流，迎合顾客消费口味。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，为了<span style="color: black;">加强</span>个性化和体验化，日本开创书店式主题酒店，客人看书看累了，就<span style="color: black;">能够</span>在书海里睡觉了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5、</span>采取积极的营销策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在线营销在<span style="color: black;">持续</span>地进化演变，这<span style="color: black;">寓意</span>着酒店的营销策略<span style="color: black;">也</span>须跟随最新的数字潮流和算法改进。营销团队应始终聚焦在积极管理整体在线营销战略及最优化营销<span style="color: black;">优良</span>上，只是<span style="color: black;">守护</span>网站和优化关键字，就期待网站流量<span style="color: black;">忽然</span>大涨是不现实的。成功与否的衡量，在于营销战略<span style="color: black;">是不是</span>多积极，品牌在各类<span style="color: black;">途径</span>上<span style="color: black;">是不是</span>有<span style="color: black;">连续</span>的存在感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">6、</span>参与城市智慧项目建设</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了旅游业的发展，某些旅游业先进地区政府已主导智慧城市的建设，这对酒店、餐饮等商户<span style="color: black;">来讲</span>是不可多得的机会，智慧化是酒店行业<span style="color: black;">将来</span>必然趋势，而<span style="color: black;">做为</span>智慧城市的一分子，酒店背靠智慧旅游城市这棵品牌大树，自然会招徕<span style="color: black;">更加多</span>的顾客。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，酒店<span style="color: black;">能够</span>调动自有资源、整合差异化资源为<span style="color: black;">周边</span>社区、<span style="color: black;">公司</span>、团体服务，除了住宿，社区<span style="color: black;">能够</span>共享酒店及周边的餐饮、娱乐、健身等服务，智慧社区跃然眼前。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">7、</span><span style="color: black;">运用</span>酒店智慧管理软件</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如今随便走进一家餐饮、 酒店商户，都能体验到管理系统给酒店带来的便利之处。管理系统功能强大，具备客户管理、<span style="color: black;">评估</span><span style="color: black;">查找</span>、服务展示、-键支付、<span style="color: black;">微X</span>托管、数据统计、消费支付、周边<span style="color: black;">新闻</span><span style="color: black;">举荐</span>等基本功能，<span style="color: black;">帮忙</span>酒店降低管理成本，<span style="color: black;">加强</span>运营收益。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c8e126ea664642d290d8a6a6f4de8d57~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=HnVcwj%2BZxx9OdsLotlKG5Y1N9KM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/77e2e4e60fce4e74b3ab172ec1cdecbb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=b8QGeGPPZPfT1WAz1JeOzOgXuy8%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>做好OTA数据运营？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在一个放眼望去遍地是酒店的时代，面对<span style="color: black;">这般</span>一个竞争<span style="color: black;">非常</span>激烈行业，<span style="color: black;">非常多</span>商家在<span style="color: black;">怎样</span>获取<span style="color: black;">更加多</span>流量<span style="color: black;">揭发</span>这一问题上可谓是做足了工作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span><span style="color: black;">怎样</span><span style="color: black;">增多</span>流量</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">首要</span>要分析本店的流量，从<span style="color: black;">揭发</span>量和<span style="color: black;">揭发</span>转化率2个方面，找到流量不足的<span style="color: black;">原由</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. <span style="color: black;">认识</span>本店流量概况</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在数据中心→诊断报告→日报页面，商家<span style="color: black;">能够</span>看到当天实时的访客量。<strong style="color: blue;">要判断酒店流量水平，需要在更<span style="color: black;">长期</span>周期内，进行横向、纵向对比。</strong>在数据中心→市场分析页面上，<span style="color: black;">供给</span>了酒店昨天、过去7天，过去30天的总体流量概览，酒店还<span style="color: black;">能够</span>对比查看竞争圈酒店的平均水平。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. PSI质量分</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">PSI服务质量分分值是酒店在携程上流量竞争力的<span style="color: black;">表现</span>.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 判断流量<span style="color: black;">提高</span>方向</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">流量=<span style="color: black;">揭发</span>量*<span style="color: black;">揭发</span>转化率，</strong>若酒店流量<span style="color: black;">小于</span>竞争圈均值，商家就要分析是哪个环节出了问题，是酒店排名靠后<span style="color: black;">引起</span><span style="color: black;">揭发</span>量不足，还是列表页起价、点评、首图存在问题影响<span style="color: black;">揭发</span>转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 流量分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家<span style="color: black;">每日</span><span style="color: black;">能够</span>查看流量分析页面，<span style="color: black;">认识</span>本店昨天、过去7天，过去30天获取的流量<span style="color: black;">状况</span>，与竞争圈酒店进行横向对比，再结合酒店排名等数据，找出流量不足的<span style="color: black;">原由</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">→流量<span style="color: black;">源自</span>分析：</strong>要<span style="color: black;">提高</span><span style="color: black;">揭发</span>量，在流量分析页面<span style="color: black;">认识</span>一家酒店的流量<span style="color: black;">源自</span>。<span style="color: black;">倘若</span>一家酒店的<span style="color: black;">重点</span>流量<span style="color: black;">源自</span>是”筛选及关键词“，”城市搜索“在OTA流量占比中<span style="color: black;">通常</span>都较高，但本店这一部分的流量<span style="color: black;">仅有</span>20%<span style="color: black;">上下</span>。要实现流量的跨越性<span style="color: black;">提高</span>，<span style="color: black;">提高</span>城市排名是该酒店的一个突破点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">→<span style="color: black;">揭发</span>转化率（列表页到详情页）分析：</strong>流量分析页面→成因分析展示了本店与竞争圈酒店相比，在起价、<span style="color: black;">照片</span>、点评3个方面的优劣之处，以及改进<span style="color: black;">意见</span>。若酒店<span style="color: black;">揭发</span>转化率<span style="color: black;">小于</span>竞争圈水平，应<span style="color: black;">即时</span>找到与竞争对手的差距，并进行针对性优化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">怎样</span>优化酒店排名？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基于以上影响排名的<span style="color: black;">重点</span><span style="color: black;">原因</span>，<span style="color: black;">咱们</span><span style="color: black;">能够</span>逐个改善。虽然酒店位置距离<span style="color: black;">一般</span><span style="color: black;">没法</span>改变，<span style="color: black;">然则</span><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">经过</span>改善其他的排名影响因素，达到有效改善排名的目的，<span style="color: black;">详细</span><span style="color: black;">办法</span>参考如下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 位置距离</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">要有完善酒店位置信息，文字准且定位准！你要<span style="color: black;">晓得</span>吗，绝大部分的用户是靠着这个定位上门的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 酒店信息</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">完善各类酒店信息，<span style="color: black;">保准</span>其真实性与完整性。<span style="color: black;">持续</span>优化酒店<span style="color: black;">照片</span>，尤其是真实又美观的头图更为重要，<span style="color: black;">每一个</span><span style="color: black;">照片</span>类别都有多张照片可供参考；<span style="color: black;">保准</span>可拨通的联系<span style="color: black;">tel</span>、<span style="color: black;">仔细</span>准确的酒店详情信息，会<span style="color: black;">加强</span>订单转化率和客户满意。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. <span style="color: black;">方法</span>价格</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽可能给予，有竞争力的报价和种类丰富的房型，维持酒店房间稳定供应，以保持酒店在平台的销量稳定且<span style="color: black;">连续</span><span style="color: black;">加强</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 酒店评分</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">改善服务水平，<span style="color: black;">奋斗</span><span style="color: black;">加强</span>酒店评分，鼓励用户给予酒店好评，鼓励用户<span style="color: black;">保藏</span>酒店；避免<span style="color: black;">导致</span>客诉，尤其是发票问题、到店无房、到店加价等问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5. 活动标签</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参与天天特价、门店新客等商家活动，发放商家券吸引用户；多争取活动标签，<span style="color: black;">奋斗</span>挂牌，当不<span style="color: black;">晓得</span>该<span style="color: black;">怎样</span>做的时候，<span style="color: black;">能够</span>多跟业务经理沟通。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6. 间夜数量</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">间夜量是酒店在平台欢迎度的<span style="color: black;">表现</span>，酒店用心经营自然会<span style="color: black;">得到</span><span style="color: black;">报答</span>，<span style="color: black;">从而</span>进入良性循环，要<span style="color: black;">提高</span>酒店间夜量酒店必须全方位入手，<span style="color: black;">提高</span>酒店经营水平。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dedce1047fbc47648ff3eb8e3e6a606f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=%2BFaDgUghQQiR7xBCvNacYKG5P%2BQ%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8df833ba68314b73ba902d94f8b4002d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=DoG4StlO5q9B8zYneMFevx%2B6I7k%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 酒店OTA在线营销实操 </span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">OTA三大指标：<span style="color: black;">揭发</span>率、浏览率、转化率</strong>，做好OTA不是简单的做好评分，而是一个系统的工作，需要有数据分析，各个数据指标又相辅相成。要从OTA三大指标的关键<span style="color: black;">原因</span>出发：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span><span style="color: black;">揭发</span>率</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">提高</span><span style="color: black;">揭发</span>率的实操<span style="color: black;">办法</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 平台付费推广</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">提高</span>排名最快的方式是挂牌，<span style="color: black;">然则</span>挂牌需要满足平台收益线，<span style="color: black;">能够</span><span style="color: black;">思虑</span>平台付费推广<span style="color: black;">例如</span>金字塔，充值金字塔进行<span style="color: black;">宣传</span>投放，设置<span style="color: black;">宣传</span>关键词，<span style="color: black;">同期</span>参加其它<span style="color: black;">宣传</span>活动，让<span style="color: black;">更加多</span>客人到酒店体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 活动搭配设置</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">平台在<span style="color: black;">区别</span>时期会推送<span style="color: black;">区别</span>活动，不<span style="color: black;">意见</span><span style="color: black;">所有</span>房型参加同一活动。而应该进行<span style="color: black;">恰当</span>的活动搭配，<span style="color: black;">例如</span>：针对新客参加一个8.8折的活动，<span style="color: black;">同期</span>针对老客户，参加天天特价，<span style="color: black;">这般</span>就能避免老用户<span style="color: black;">没法</span>参加活动而流失。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 酒店名字SEO优化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一个</span>酒店都有商圈热点，<span style="color: black;">例如</span>机场<span style="color: black;">周边</span>的酒店，在名字中可<span style="color: black;">增多</span>“机场店”后缀，客人搜索机场时就会<span style="color: black;">增多</span>酒店<span style="color: black;">揭发</span>率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 酒店商圈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">酒店挂携程金牌后可申请3<span style="color: black;">千米</span>以内的双商圈，<span style="color: black;">因此</span><span style="color: black;">必定</span>要记得跟业务经理申请，<span style="color: black;">增多</span><span style="color: black;">揭发</span>率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5. 房价</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">平台的价格是有一个区间范围，<span style="color: black;">例如</span>携程会有150元以下、150-300、300-450、450-600以及600以上。酒店价格尽可能满足平台各个区间，不管消费者<span style="color: black;">选取</span>哪个区间都<span style="color: black;">能够</span>搜到你的酒店。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6. 属性标签</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有的标签<span style="color: black;">经过</span>业务进行申请，<span style="color: black;">例如</span>商务出行、<span style="color: black;">轻轨</span>周边等。有的是<span style="color: black;">经过</span>参加活动<span style="color: black;">得到</span>，<span style="color: black;">例如</span>天天特价。<span style="color: black;">非常多</span>消费者关注标签，<span style="color: black;">因此</span>应<span style="color: black;">恰当</span>参加活动<span style="color: black;">得到</span><span style="color: black;">更加多</span>标签，以<span style="color: black;">增多</span><span style="color: black;">揭发</span>率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">7. 评分</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">评分是影响酒店排名的关键<span style="color: black;">原因</span>，4.8分以上的酒店更受消费者<span style="color: black;">喜爱</span>，怎么<span style="color: black;">加强</span>评分？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">应从服务和酒店<span style="color: black;">设备</span>入手，切实<span style="color: black;">加强</span>消费者体验，消费者满意了自然会有好评。<span style="color: black;">非常多</span>老板遇到差评，<span style="color: black;">第1</span>时间就会<span style="color: black;">思虑</span><span style="color: black;">怎样</span>删除，这肯定是不行的。平台有差评是正常现象，关键在于你<span style="color: black;">怎样</span>回复和处理，<span style="color: black;">经过</span>回复内容达到宣传则是最好的方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">8. 酒店类型</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">配套服务<span style="color: black;">设备</span>等<span style="color: black;">必定</span>要真实，避免影响客人的投诉。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>浏览率</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">加强</span>浏览率的实操<span style="color: black;">办法</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 酒店首图</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">首图的<span style="color: black;">重点</span>目的是吸引消费者眼球，必须在列表页与众<span style="color: black;">区别</span>，<span style="color: black;">例如</span>周边酒店<span style="color: black;">运用</span>的是酒店外围环境<span style="color: black;">做为</span>首图，那<span style="color: black;">咱们</span>就<span style="color: black;">能够</span><span style="color: black;">选取</span>房间<span style="color: black;">照片</span><span style="color: black;">做为</span>首图，避免消费者审美疲劳。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 评分和评论数量</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span>是影响浏览率的重要<span style="color: black;">原因</span>，客人偏好4.8分以上的酒店。<strong style="color: blue;">切记不要刷单，平台是杜绝的。</strong>前台要引导客人好评，从<span style="color: black;">基本</span>上<span style="color: black;">处理</span>评分的问题，并<span style="color: black;">按照</span>客人的<span style="color: black;">意见</span>积极<span style="color: black;">调节</span>，<span style="color: black;">这般</span><span style="color: black;">才可</span>形成良性循环。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 引流房型和预订热度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">携程外网会<span style="color: black;">表示</span>最低房型的房型、房价、折扣以及房量，<span style="color: black;">因此</span>做引流活动力度要<span style="color: black;">导致</span><span style="color: black;">注重</span>，活动力度越大越能<span style="color: black;">导致</span>消费者<span style="color: black;">喜爱</span>。<strong style="color: blue;">当引流房量<span style="color: black;">小于</span>5间，外网会展示仅剩几间，<span style="color: black;">达到</span>到饥饿营销目的。</strong>消费者都有从众心理，预订热度越高则越受欢迎，<span style="color: black;">因此</span>要推行线下扫码、线上推广等多种方式保持住预订热度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e3dd2d6caa83491b9f4dec56f73755e8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=xO3HLsFuOBqF9zSnM5L2%2F2JgL8I%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span> | Pexels 插图仅供欣赏</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>转化率</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">提高</span>转化率的实操<span style="color: black;">办法</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 房型首图</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尽可能</span>设置房间全景<span style="color: black;">照片</span>，切记不要用卫生间的<span style="color: black;">照片</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 房价</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设置价格可采取<span style="color: black;">必定</span>技巧，<span style="color: black;">例如</span>158元的房间，你设置成258减50的活动，会更吸引消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 入离时间</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可<span style="color: black;">按照</span>酒店出租率的<span style="color: black;">状况</span>进行<span style="color: black;">调节</span>，<span style="color: black;">例如</span>出租率不是很高，周边酒店的入住时间是14:00之后，<span style="color: black;">咱们</span><span style="color: black;">能够</span>调成12:00之后，从而<span style="color: black;">增多</span>酒店的竞争力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 酒店介绍</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不要简单介绍，尽可能多的介绍你的<span style="color: black;">优良</span>，<span style="color: black;">例如</span>离<span style="color: black;">轻轨</span>站的路程，多<span style="color: black;">方向</span>的展示。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5. 取消政策</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">平时<span style="color: black;">能够</span>设置为18:00之前免费取消，节假日可设置成付费取消。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6. 酒店<span style="color: black;">照片</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">切记<span style="color: black;">必定</span>要真实，<span style="color: black;">否则</span>很容易带来投诉</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">7. 房型活动</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">适当参加，<span style="color: black;">加强</span><span style="color: black;">揭发</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2fa5c8ea76a347f78f2b4c104b6efd08~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=DLRB2YH9eV8rAp5SE9i26QZH%2FVY%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span> | Pexels 插图仅供欣赏</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6a50b57789234e439a398a503d99d7e3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1727782948&x-signature=OP9nhdGTlF2tIvQYSPcR68ldKe0%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">【免责声明：如有原创申明或侵权，请<span style="color: black;">即时</span>联系本号，<span style="color: black;">咱们</span>将在24小时之内对稿件作删除处理，感谢对司南酒店投资顾问的关注！】</span></span></p>
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