一家酒店會(huì)選擇怎么樣的規(guī)模和營銷渠道模式？酒店?duì)I銷渠道模式的選擇
    一家酒店選擇什么樣的營銷渠道模式，，以直接營銷為主，還是以通過中間商銷售為主，這是酒店面臨的一個(gè)選擇。如采用中間商，還需要確定一個(gè)渠道長度與寬度的問題，短渠道主要是利用旅游代理商和旅游經(jīng)銷商的一層渠道，為長渠道則需涉及旅游批發(fā)商；寬口徑的渠道是在同一層次只精選幾個(gè)得力的中間商，建立密切聯(lián)系，以求在某目標(biāo)市場(chǎng)中取得較大市場(chǎng)份額，同時(shí)也能加強(qiáng)對(duì)渠道的控制。究竟如何選擇，還需綜合考慮以下幾方面因素：
   （1）市場(chǎng)特點(diǎn)
    旅游市場(chǎng)的容量、購買頻率的高低、各細(xì)分市場(chǎng)的地理分布、人口分布以及不同市場(chǎng)對(duì)不同營銷方式的反應(yīng)如何等等，這些市場(chǎng)的特點(diǎn)五一不影響著酒店渠道模式的選擇。如果目標(biāo)市場(chǎng)規(guī)模非常大，為方便顧客預(yù)訂，使用較多的中間商即寬渠道可以達(dá)到更大市場(chǎng)覆蓋面。如果訂單常常來自小批量預(yù)訂，則需較長的營銷渠道，而大批量的團(tuán)體預(yù)訂和會(huì)議預(yù)訂則往往通過一個(gè)中間商，或由主辦單位直接與酒店接洽訂房，渠道很短。如果某酒店的主要客人集中于某些特定地區(qū)，就應(yīng)考慮直接在該地設(shè)立酒店自己的辦事處，進(jìn)行零渠道直接銷售。而相反，如果酒店的顧客分散在世界各地，則需較多的旅游中間商代理銷售。此外，顧客對(duì)不同營銷方式的態(tài)度也是應(yīng)考慮的因素，如隨著網(wǎng)絡(luò)技術(shù)的發(fā)展，網(wǎng)上預(yù)訂因其方便快捷深受顧客歡迎，因此酒店業(yè)應(yīng)積極加入電子預(yù)訂系統(tǒng)。
   （2）酒店產(chǎn)品與服務(wù)的特點(diǎn)
    商務(wù)酒店宜采用直接銷售或較短的渠道，直接與目標(biāo)市場(chǎng)的公司企業(yè)接觸；而休閑度假酒店其目標(biāo)市場(chǎng)分散，更多會(huì)利用旅行社代理。同一家酒店的不同產(chǎn)品與服務(wù)的銷售渠道也不盡相同：客房是酒店預(yù)訂的主產(chǎn)品，多采用中間環(huán)節(jié)，而其餐飲、娛樂健身等設(shè)施則重點(diǎn)面向住店客人及當(dāng)?shù)鼐用窦捌髽I(yè)進(jìn)行直接促銷與銷售。
   （3）酒店自身?xiàng)l件與經(jīng)營意圖
    一家酒店的規(guī)模決定了它的最大接待能力，而它所接待的顧客規(guī)模及層面分布又影響了它的渠道選擇。例如，某酒店可使用客房為500間，假設(shè)它全年全部出租，即出租率為100%（不考慮雙開率和因離抵時(shí)間差所造成的高于100%的出租率情況），則其年最大接待能力為365000人（按一年365天，每間客房住2人計(jì)）；而一家只有50見客房的酒店，年最大接待能力為36500人。則它的渠道自然會(huì)比前者窄。
    酒店的財(cái)力也決定了對(duì)營銷渠道的選擇與控制。力量單薄的小酒店跟德國地依賴旅行社為其帶來客源，減少營銷活動(dòng)的開支，而實(shí)力雄厚的大酒店雖然也利用旅行社，但也非常重視自身渠道的建議，如只要在目標(biāo)市場(chǎng)區(qū)域設(shè)立辦事處直接銷售，同時(shí)大酒店在與旅行社的合作中，也比小酒店更有控制權(quán)。有的酒店，尤其是國際性酒店，還設(shè)立旅游部，將旅行社組團(tuán)、接團(tuán)的業(yè)務(wù)納入自己的體系。
    酒店?duì)I銷渠道的選擇自然不能有悖于酒店的總體經(jīng)營意圖。如上海酒店VI設(shè)計(jì)希望維持其豪華、高檔的形象，則會(huì)盡量減少旅行團(tuán)與普通會(huì)議的客人，采用更為直接的方式對(duì)目標(biāo)市場(chǎng)進(jìn)行促銷活動(dòng)。或者有的酒店對(duì)于中間商的信譽(yù)。形象非常重視，對(duì)目標(biāo)市場(chǎng)也很有選擇性，則應(yīng)考慮加強(qiáng)酒店自身銷售能力及利用較短的營銷渠道。
    酒店?duì)I銷人員的素質(zhì)也會(huì)影響渠道選擇。如酒店自身營銷力量有限，人員不具備涉外銷售的條件（如相應(yīng)的專業(yè)知識(shí)、流利的外語水平、豐富的談判與營銷經(jīng)驗(yàn)等等），最好還是委托旅行社或其他旅游中間商代理銷售。

The hotel will choose how the size and marketing channels? The choice of hotel marketing channel mode
    A hotel to choose what kind of marketing channels, direct marketing, mainly through intermediaries sales, hotel facing a choice. Such as brokers, also need to determine the length and width of a channel, short channel is the use of travel agents and travel distributors layer channels is required for long channels are related to tourism wholesalers; wide caliber of the channels at the same level only selected a few competent intermediaries, to establish close contact in order to achieve greater market share in a target market, but also to strengthen the control of the channel. How to choose, the need to consider the following factors:
   (1) market characteristics
    The capacity of the tourism market, to buy high and low frequency, geographical distribution of all segments of the population distribution, as well as the reaction of the different markets for different marketing, these markets are characterized by 51 does not affect the choice of hotel channel model. If the target market size is very large, for the convenience of our customers booking more middlemen wide channels to achieve greater market coverage. Orders often come from small quantities of reservation, you need a longer period of marketing channels, and large quantities of group bookings and conference booking, often through a broker, or contact reservations directly with the hotel by the organizers, the channel is very short. If a hotel guest is concentrated in certain areas, they should consider the establishment of the offices of the hotel directly in the ground, zero-channel direct sales. On the contrary, if hotel customers scattered around the world, you need more travel brokers sales agent. In addition, the attitude of the customers of different marketing methods that should be considered factors such as the development of network technology, online booking for its convenient welcomed by customers, the hotel industry should actively join the electronic reservation system.
   (2) the characteristics of hotel products and services
    Business hotels should adopt the direct sales or shorter channels, direct contact with the target market for companies; resort hotel its target market fragmentation, more travel agents. With different products and services of a hotel's distribution channels are also different: the rooms are the main products of the hotel reservations, use of intermediate links, and its dining, entertainment and fitness facilities are the focus for hotel guests and local residents and businesses direct marketing and sales.
   (3) Hotel conditions and management intent
    A hotel the size of its maximum reception capacity, and it received customer scale and level of distribution of its channel selection. For example, a hotel room for 500, assuming that all rental throughout the year, the occupancy rate of 100% (without regard to the double rate and from the arrival time difference caused by more than 100% occupancy rate), its maximum reception capacity of 365 000 people (365 days a year, each room occupancy is 2 dollars); and one of only 50 room hotel, the maximum reception capacity of 36,500 people. Narrow channels will naturally than the former.
    Resources of the hotel also determines the choice and control of marketing channels. Strength thin small hotel with Germany to rely on travel agents to bring tourists to reduce the expenses of marketing activities, while the strength of the hotel, although the use of travel agents, but also attaches great importance to the recommendations of its own channels, such as set up offices in the target market area direct sales at the Hotel in cooperation with travel agencies, but also more than the small hotel control over. Some hotels, especially international hotel, but also the establishment of the Ministry of Tourism, the travel agency group, Meet the group's business into its own system.
    The choice of hotel marketing channels naturally can not be contrary to the intent of the overall business of the hotel. If the hotel hopes to maintain its luxury, upscale image, it will minimize the tour groups and guests of the meeting, more direct way to the target market promotional activities. Or some hotel brokers credibility. Image very seriously, the target market is also very selective, you should consider strengthening the hotel's own sales ability and shorter marketing channels.
    The quality of hotel marketing personnel will also affect channel selection. Such as the hotel itself is limited marketing power, do not have foreign sales conditions (such as the appropriate professional knowledge, fluent in foreign language proficiency, negotiation and marketing experience, etc.), the best or commissioned sales agent for travel agents or other travel intermediaries.