Methods for promoting hotel services using an example. The essence and methods of promoting hotel services

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Promotion of sales (sales) of a hotel product - This

a system of measures aimed at increasing consumer demand, accelerating and intensifying the process of its implementation. Sales promotion has always had the task of intensifying the process of sales of services. Poe-

Therefore, it is considered as actions, events, promotions aimed at creating additional motivation to complete a transaction in the very near future.

Development of a set of measures aimed at stimulating sales includes the following actions:

identification of groups of current and potential consumers, as part of market sectors controlled or possible to be covered by the enterprise;
ensuring that hotel products meet the requirements of consumers in selected market segments in terms of price, quality, value, and availability of innovations;
attracting new and retaining individual and corporate regular consumers, using a system of measures to attract and retain them;
optimal choice of distribution and sales channels, taking into account the size of the hotel, its infrastructure and category;
the use of package offers and especially for those consumer groups that the hotel targets;
extensive use of possible means of promoting hotel products, including advertising, personal selling, sales promotion, public relations, as well as the company's website and various non-standard methods.

The marketing plan of a hotel enterprise should be based on already carried out marketing research to identify groups of current and potential consumers based on geographic criteria, purpose of arrival, solvency and behavioral characteristics. Subsequent clarification of the composition of these groups is carried out based on the analysis of the previous period. Specified groups of consumers make up the sales market, and groups with the same characteristics determine its market segments.

Thus, the market composition of a hotel company includes a set of market segments that it controls or intends to cover.

If a hotel company has some important different groups consumers, then each such group should be described separately, indicating their needs and requirements. To compile such a description, you can use the guest card file, which is compiled and maintained by the reservation service, collecting information from all services that had contact with the guest.

The marketing plan should be aimed at uniting the hotel seller, represented by the hotel enterprise, and buyers, represented by consumers, included in the market sectors controlled and possible to be covered by the enterprise. At the same time, it is important that hotel products are provided to exactly the consumers for whom they are intended.

Hotel products must meet the client's expectations and provide him with a certain value, determined by their quality and the proposed innovations in the composition of these products. Since in modern conditions of fierce competition the client chooses a hotel company, the hotel product must provide him with a value proposition with its advantages that differ from similar products of competitors.

The quality of hotel products should be assessed on the basis of their totality modern system indicators, including:

hospitality - dignity, respect and courtesy of staff;
validity - the provision of all services must be consistent with the purpose of the guest's travel;
reliability - reliability of advertising information and compliance of the actual product with advertising;
efficiency - achieving the greatest efficiency for tourists while minimizing their expenses;
clarity - the hotel product must be understandable to both its consumers and producers;
ease of use - the ability to easily detect errors in maintenance technology;
flexibility - the hotel product must provide for the possibility of replacing certain services in order to best meet the needs of different consumers;
integrity;
utility.

When choosing hotels, guests prefer to have a brand or be part of a well-known hotel chain, which guarantees high standards quality of service and compliance with requirements international standards quality ISO 9000. The noted standards are of decisive importance throughout the world, including in Russia. However, they reflect minimum requirements, which may be lower than the needs of modern consumers.

Therefore, in order for non-chain hotels to compete with chain hotels, they need to have innovations in their products that can provide them competitive advantages. These innovations are achieved through the use additional services, the scope of which is not limited.

Separate areas of work can be identified hotel enterprises to ensure innovative value orientation of its products in relation to competitors, including the following:

1) ensuring the exclusivity of the hotel offer (“tricks”, “highlights”), which should surprise the guest, is absent from competitors and which must be briefly and beautifully reflected in advertising. For example, a resort boarding house located near an environmentally friendly spring well claims that this water can be drunk directly from the tap, and when visiting the bathhouse you can plunge into a plunge pool with the same water;
2) adding a legend regarding previously provided services to famous guests, the location of the hotel in a historical building, etc.;
3) creation of a unique design of the hotel building, interior interiors, lobby, etc. Successful architectural and design solutions create a special “spirit” of the hotel, a unique aura that surrounds the guest and gives him a feeling of inner peace.

Moscow boutique hotel Golden Apple contains in its rooms a “room with a legend” - “Chekhov Deluxe”, in which A.P. Chekhov allegedly lived before the revolution. And the design of the small lobby bar features a huge apple covered in gold leaf, where you can sit and take a photo.

Hotel companies must not only attract new customers, but also strive to retain and develop relationships with them.

Since personal and corporate sales are significant in volume, the hotel enterprise, represented by the manager of the sales department, must pay serious attention to them.

In person and telephone communication The hotel staff must show attention to the client, who in the future may become a regular guest. To retain customers, loyalty programs are being developed, which include the development of special promotions for personal sales; availability of discounts on hotel products; Gift certificates; surprises from the administration, etc.

The development of such programs is aimed at retaining customers and is based on rational spending of funds and avoiding losses for the hotel. It is in the interests of the hotel to create databases regular customers, including the number of visits, contacts, tastes, their preferences, additional information, which allows you to maintain relationships with them and offer new products.

In its turn corporate clients for hotels - these are organizations interested in the accommodation and recreation of their employees and with which the hotel enters into an agreement, according to which the company receives a discount on the accommodation of its employees. These organizations ensure predictable room occupancy; use a wide range of additional services; conduct conferences and seminars with their partners; contribute to the creation of a positive image of the hotel in the market.

The clients of hotel enterprises in the 5* and 4* categories remain representatives of large and medium-sized businesses from construction, pharmaceutical, automotive companies, G-technologies, etc. Working with representatives of medium and small businesses requires special flexibility and thoughtfulness in the formation commercial offers on the part of hotels, but the results can be significant. In some hotels, only businessmen can provide up to 60% of the total income.

Experts note that the universal criteria for corporate owners to choose hotels are the following: location (accommodation, position) and distance from the office; tariff (the issue of price and compliance with corporate limits becomes of key importance), preservation corporate tariff at any load level.

Hotel operators should consider that a flexible pricing system can provide more income than 100% occupancy. Therefore, the process of consumer market segmentation must go in parallel with the tariff process, i.e. drawing up special pricing conditions or special prices for selected groups of consumers, where the special price is a discounted price that is lower than the full tariff. Thus, for individual regular customers who book rooms on their own, a discount of 5 to 10% of the room price may be provided, and for corporate clients - several price levels depending on the number of reservations per year. A special price is applied subject to a number of mandatory conditions that prevent the mixing of tariff plans.

Depending on the size of the hotel, its infrastructure and category, there are two main directions for the distribution and sales of hotel products: through intermediaries and without their participation (see also paragraphs 7.2 and 7.3). Direct distribution and sales channels (hereinafter only sales) are carried out through the reservation department; hotel website; corporate organizations. In turn, external sales channels include agency sales; (705 (global reservation systems), etc.

Non-chain hotels prefer to sell their services through intermediaries, especially when they want to attract corporate clients, whose attraction using advertising campaigns and P/?-promotions is too expensive for them. The involvement of intermediaries is becoming more profitable option and effective in a highly competitive environment.

To optimally select intermediaries, these hotel enterprises must take into account factors including the packaging of hotel products, their quality characteristics, characteristics of consumers, the nature of the market, possible volumes of product sales and channel implementation costs. Working with intermediary travel agencies involves paying them commissions of 20% or more for large corporate orders, including meals, transfer, conference service, etc. Therefore, hotel enterprises and agencies are more profitable from those corporate intermediaries that help expand their base of regular customers. The difficulty of working with corporate clients is that they are associated with a shrinking budget financing and count on significant discounts, reaching up to 30% for a significant number and duration of occupancy, which must be covered by a large volume of sales with additional services.

There is also the possibility of cooperation with large national tour operators and consortia (including hundreds travel companies), who organize tenders to attract corporate clients, but for participation in them hotel enterprises and agencies

must deposit a significant amount (from 800 to 1500 euros), not always expecting success.

It should be noted that chain hotel enterprises can do without intermediaries during corporate sales, since the network structure provides for special marketing programs to attract customers.

Each hotel enterprise has the ability to connect to GDS (global booking systems), which make it available for booking to thousands of agencies around the world. According to statistics, 60% of all orders GDS- corporate customers. Pay per use GDS consists of a connection fee, transaction fee, and accommodation fee.

The organization of the sales system is carried out by hotel enterprises as part of the developed sales strategy or marketing plan

As T. Panchoshnaya, development director of the Ukrainian health complex “Sunny Provence” notes, there are three possible systems for working with sales channels:

combined , which is optimal for hotels with a large number of rooms;
centralized , used by hotels whose 80% of clients are provided by tour operators;
decentralized when the hotel provides occupancy on its own.

In conditions of market saturation with travel agents, the hotel can choose its intermediaries on a competitive basis. But it is necessary to use modern means communication with intermediaries and corporate clients, since the use of telephone and fax leads to significant costs for the reservation service. In turn, when using online communication channels, direct sales become important ways of selling hotel services.

To increase the efficiency of a hotel enterprise using direct sales, the development of package offers, especially for those customer groups that the hotel is targeting, is of particular importance. Such package offers can be offered to pensioners, students, newlyweds, and corporate clients; during group meetings, holidays, weekends, etc.

The Uglich Tourist Information Center package consists of accommodation, breakfast and a guest card, which includes visits to 16 sites, 8 excursions, as well as discounts on additional offers. In turn, the Moscow Hotel (Uglich) has prepared for corporate clients special offer"All inclusive", which includes a standard room, three meals a day, a visit to the health complex, billiards, table tennis, Board games, special prices for other services.

When developing package offers, a hotel company must:

clearly state all services included in the package price;
justify the advantage of this proposal;
beautifully design the offer to increase interest in it.

To increase sales of hotel products, an enterprise must

make extensive use of their promotion system, including advertising, personal selling, sales promotion, and public relations. All these elements of the promotion system are based on their own methods and means, but must be linked to the tasks being solved as part of the enterprise’s marketing complex, aimed at the appropriate choice of product composition, setting prices for them, and rationalizing the sales system. By integrating elements of the promotion system with the overall marketing mix, the hotel enterprise helps to increase the efficiency of its sales activities.

Depending on the available funds, the hotel company chooses ways to distribute advertising, including television, radio, newspapers, magazines, and information stands in public places. A package of printed products must be developed with a corporate logo, name, details, including leaflets, brochures, catalogs, certificates, made in an appropriate design and attracting attention. These promotional products are distributed in places where potential customers gather, which helps to increase the occupancy and profit of the hotel.

PR activities are close to advertising, but the goal of PR activities is, first of all, to promote the image of the enterprise. A specifically targeted PR policy improves relationships with customers and helps the company profile its offer. Yes, chain hotels Small organize free cocktails for guests, which are attended by almost the entire management team of the hotels. The information collected serves as the basis for developing measures to increase customer satisfaction, which contributes to greater efficiency of hotels and the activation of their sales network.

Sales promotion is aimed at a quick, temporary increase in sales volume and complements the promotion methods noted above. Sales promotion methods are used simultaneously with advertising campaigns and RI- shares

Sales promotion can be carried out in three main areas:

1) intra-company incentives;
2) stimulation of the intermediary network;
3) stimulation of consumers.

The main task of the management of a hotel enterprise is to create such a system of material and non-material incentives so that sales employees would find it profitable, interesting and productive to work even in the off-season. The main direction of changing the system of remuneration for their labor and bonuses should be the connection of this system with an increase in sales volume.

Therefore, the total remuneration for a sales employee should include:

basic payments taking into account salary for time worked and qualifications;
variable payments for individual achievements in attracting consumers and increasing sales above the established plan;
variable payments for achievements in the work of the hotel sales department as a whole;
variable allowances and bonuses for special conditions labor and employee achievements.

Non-material incentives for sales employees should meet the principles of fairness, clarity and consistency and include, taking into account the experience of Moscow hotels, congratulations to the employee in writing or orally from management; manifestation of friendly attention from top management; stimulating professional growth; promotion of official status; taking into account the individual preferences of the noted employee in the choice of forms of moral encouragement.

Stimulating the intermediary network should contribute to more intensive activities in the sale of hotel products and an increase in the volume of orders carried out on a regular basis. For example, hotels can offer travel agencies a flexible system of discounts.

For receipt preferential tariffs When accommodating tourists, a travel agency can count in the following cases:

1) the hotel guarantees the travel agency a block of places with a price lower by approximately 10-15% if the travel agency provides the hotel with advertising through its catalog or other promotional products;
2) the hotel provides discounts to the travel agency depending on the profit received from the sale of rooms (for example, from 20,000 US dollars - 2% of the base price, from 40,000 US dollars - 4%, etc.);
3) the hotel provides the company with a discount depending on the size of the arriving group (for example, from 12 people - 4% of the base price, from 24 people - 6%, from 48 people - 8%);
4) the hotel provides a travel agency with a discount for accommodating transit tourist groups for short-term vacations (for example, from 0 to 12 o’clock and from 12 to 24 o’clock the discount can be 50%).

Consumer stimulation is aimed at attracting group consumers of hotel products; growth in the number of regular group and individual consumers; reduction of seasonal fluctuations in consumption. So, for example, the group rate set in hotels is calculated from a group of 7-10 people for tourist class hotels or from the number of rooms (for example, 10 rooms) for business class hotels. Difference between price rack rates (at the counter) and group rates average 20%. When a large group of tourists arrives, hotels practice charter prices, which are 8-10% lower than the group rate.

To stimulate individual clients, a variety of tools are used, which can be combined into several groups:

1) price discounts , including: discounts from announced prices in case of advance booking within the established time frame; seasonal sales discounts; discounts for certain categories of clients (children, newlyweds, etc.); bonus discounts provided to regular customers;
2) coupons , which are a kind of certificates that give the owner the right to a discount when purchasing tourist services;
3) game competitions , lotteries and quizzes represent enough effective method encouraging the consumption of tourism services and attracting new clientele, especially among young people and older people. They imply the availability of certain prizes, both for the winners and for all other participants;
4) package offers. By purchasing accommodation for several days at once, the guest receives as a gift the opportunity of early check-in or late check-out, or a free dinner in a restaurant, etc.

Hotel company operating in the world information technologies, should have its own website on the Internet, since a lot of consumers look for the information they are interested in there. Therefore, the site is designed to ensure the promotion of the hotel enterprise and its products on hotel market(see also paragraph 8.1). A desirable addition to the site would be the presence of online booking, as well as “question and answer”, “review book”, and “survey” sections. Serious attention must be paid to search distribution as an effective way of advertising on the Internet, but for this it is necessary that the hotel resource be included in the TOP list.

It is also possible to use non-standard methods of promotion using e-marketing and e-commerce, including, for example, promotion in in social networks, blogs, posting information about the hotel in electronic maps with CP5-navigation, requiring minor costs.

Golden Apple Boutique Hotel 5*. or This mysterious word "boutique"
Corporate client in a hotel: quick guide on attraction and retention. [Electronic resource]: hotel-rest.com.ua/node/39

Introduction………………………………………………………………………..3

Chapter 1. General characteristics of the organization

1.1. general information ……………………………………………………..5

1.2. Organization of the hotel structure…………………………………...8

1.3. Hotel management structure……………………………………..11

Chapter 2. Ways to promote hotel services

PubIic relations, sponsorship…………………………………………..24

Chapter 3. Other means of promoting services

Individual sale…………………………………………….26

Telemarketing………………………………………………………....27

Preferential programs and hotel chain……………………………...28

Conclusion…………………………………………………………………31

Bibliography ………………………………………………………..32

INTRODUCTION

The hotel business is aimed at providing visiting people with temporary accommodation, food, as well as organizing their leisure time. The essence of providing services in the hotel business consists, firstly, in the direct provision of special premises for living - hotel rooms, and, secondly, in the service provided by hotel staff (reception and registration of guests, room cleaning, porter services, etc.) . The success and profitability of the hotel business is influenced by a huge number of factors. Moreover, only in aggregate will they bring the expected efficiency, since the human factor plays the greatest role in the hotel business. Therefore, for hotels, first of all, what matters is not so much the quantity of services provided, but their quality. Only high-quality services can create comfortable conditions for guests.

A special place among the factors influencing success and profitability hotel business occupies marketing, which ensures not only the effective satisfaction of market needs, but also the success of the hotel enterprise in competition.

In order to really use marketing as a reliable tool for achieving success in the market, managers and specialists of hotel enterprises need to master its methodology and the ability to creatively apply it depending on the specific situation.

The relevance of this work is associated with the growing importance of methods for promoting a hotel product in today's competitive environment. In the hotel business, as in other service businesses, there must be measures of direct impact on sales performance.

The purpose of this study is to explore the main ways to promote hotel services in today's market.

In accordance with the goal, the following tasks were defined:

Determine ways to promote hotel services

Delve into methods of promoting services and goods

Determine the pros and cons of these methods

The subject of the study is the marketing activities of the hotel on the market, as well as market processes and phenomena associated with it. The objects of the study are methods of promoting a hotel product in the services market.

The theoretical basis was the works of classics of economic science, the work of domestic and foreign economists, as well as legislative acts and decisions of the Government of the Russian Federation. The sources of information were materials from the State Statistics Committee of the Russian Federation, reference and regulatory literature. In addition, data from our own research, observation, and study of advertising and information messages in periodicals are used.

CHAPTER 1. GENERAL CHARACTERISTICS OF THE ORGANIZATION

1.1 General information

The Soyuz hotel complex is located at the address: 125475, Moscow Levoberezhnaya street 12, in the north of Moscow, next to the Leningradskoe highway near the Rechnoy Vokzal metro station (10 minutes by bus 138 or 739) in a picturesque location on the banks of the Moscow Canal river, close to Sheremetyevo airport and the Crocus Expo exhibition complex

This is another three-star hotel that was built for the 1980 Olympic Games. It is located in a forested area starting right on the hotel grounds. The vast territory of the Soyuz Hotel has all the conditions for business and active recreation: in the immediate vicinity of the hotel there is a well-equipped sandy beach, a volleyball court, a barbecue area, a football field, and mini-motor scooter rentals. This is a real find for anyone who is tired of the rhythms of the big city and would like to spend time in nature, enjoying peace and breathing fresh air.

That is why the Soyuz Hotel remains attractive to business people who want to take a break from hard work, families with small children and tourists who prefer the view of the endless forest from the window to the view of the noisy streets of Moscow.

Corporate clients also stay here, including the companies Intourist and Aeroflot, Volvo, Ford, football and basketball teams Dynamo, Rostov, Avtodor, pop and show business stars.

The building of the Soyuz Hotel in Moscow is distinguished by its original architecture, cozy halls and rooms equipped with everything necessary will satisfy the most demanding client. Here you will be offered quality and cozy rooms at reasonable prices:

	Price
Double Room
Comfort room

There are special programs. Discounts on accommodation up to 20%

You can also book a room on the hotel website http://www.soyuz.msk.ru/booking.htm

Credit cards accepted for payment:

American Express

Diners Club International

The ten-story building of the Soyuz Hotel has 158 comfortable rooms, including: standard and superior standard rooms (29 single and 119 double), as well as 10 two-room junior suites. All rooms of the Soyuz Hotel are furnished with excellent Italian furniture and equipped with satellite TV, international and long-distance telephone communications, wireless Internet, etc.

The hotel has a cafe, conference rooms, a fitness room, and a sauna. Special attention you should pay attention to the restaurant, which is traditionally very popular not only among hotel guests, but also just Muscovites, you will be pleased with the variety of dishes offered different cuisines peace. And for guests arriving by car, there is a guarded parking lot.

The infrastructure of the Soyuz Moscow hotel provides everything necessary for work and leisure of guests, and the high level of service is confirmed by certificates of the State Standard of the Russian Federation.

Infrastructure:

Parking

Currency exchange

Business center

Conference hall

Restaurant

Car rent

Taxi ordering

Playground

Beauty saloon

Laundry

Luggage storage

The hotel has a discount system:

Preferential rates for accommodation

Night rate (from 2500 rubles)

IN holidays Luxury for the price of a single room

Regular guests receive discounts on accommodation and bonus offers

For family and individual recreation during the winter season, guests are invited to take advantage of a recreation program that includes:

ski slope in a forested area

A comfortable minibus with 15 seats is also at your service. Cost of hotel transport services on average 30% lower than the cost of similar services provided by Moscow taxis or other “carriers”. Living in a hotel, you won’t have to rack your brains over the question: how to get to Domodedovo? You will only need to inform the receptionist about this and we will take you to the place you need.

1 hour minibus rental - 700 rubles.

Hotel complex "Soyuz" - city center - from 500 rubles.

Hotel complex "Soyuz" - "Crocus Expo" - from 500 rubles.

Destination airport	Seeing off from the hotel	Meeting at the airport
Sheremetyevo 1,2	from 600 rub.	from 800 rub.
	from 900 rub.	from 1000 rub.
	from 900 rub.	from 1000 rub.
Domodedovo	from 1200 rub.	from 1300 rub.

	Seeing off from the hotel	Meeting at the station
Belorussky railway station	from 500 rub.	from 600 rub.
Savelovsky station	from 500 rub.	from 600 rub.
Kazan Station	from 600 rub.	from 700 rub.
Yaroslavsky railway station	from 600 rub.	from 700 rub.
Leningrad Station	from 600 rub.	from 700 rub.
Kursky railway station	from 600 rub.	from 700 rub.
Kyiv railway station	from 600 rub.	from 700 rub.
Paveletsky railway station	from 600 rub.	from 700 rub.
Rizhsky railway station	from 500 rub.	from 600 rub.

1.2 Organization of the hotel structure

1. The building and the surrounding area.

The building is ten-story, single-building, has a luminous sign without an emblem.

The entrance for guests is separate from the service entrance. Entrance to the restaurant and bar from the hotel and from the street.

There is a guarded parking lot.

2. Technical equipment.

The hotel is equipped with emergency lighting and power supply.

Hot water supply is provided by heating networks and boiler houses under a contract. During the emergency and preventative work, water supply is provided from a backup hot water system; two additional boilers are installed.

The hotel is equipped with an elevator system, there are 2 passenger elevators and 1 freight elevator.

Available means of protection against electric shock. City and long-distance telephone communications are provided via automatic communication and a custom system.

3. Rooms.

The hotel capacity is 158 beds.

single rooms – 29 rooms;

semi-luxury - 10 rooms;

double rooms – 119 rooms;

The bathrooms in the rooms are equipped with a washbasin, toilet and bathtub.

4. Technical equipment.

The doors in the rooms are equipped with a lock with an internal safety lock.

The noise level does not exceed 32 dBa, which meets the requirements of GOST R 50645–94.

All rooms are equipped with ceiling, bedside lamps and table lamps. The bathrooms in the rooms are equipped with lamps above the washbasins. Electrical sockets with voltage indication.

All rooms have radios, televisions, mini-refrigerators, alarm clocks, telephones (in the apartments there are telephones in every room). Each room has mini-bars.

5. Equipment with furniture and equipment.

All rooms are equipped with furnishings, a set of bedding, thick curtains, mirrors and other hard and soft equipment. The closets have hangers for outerwear and hats.

All rooms have carpeted floors.

Phonebook;

List of services provided by the hotel;

Fire safety instructions.

6. Inventory and sanitary and hygienic equipment for the room.

Private bathrooms are equipped with mirrors, shelves for toiletries, and towels (at least three, including a bath towel). The bathrooms are equipped with toiletries for each guest (toilet soap, shampoo). They are replaced as they are consumed.

7. Sanitary facilities for public use.

Public toilets are equipped and equipped in accordance with the requirements of GOST R 50645-94.

8.Public premises.

Public premises have furniture and equipment that correspond to their functional purpose.

The reception service is equipped with a seating area and a waiting area. The areas are equipped with armchairs, a sofa, and a coffee table. The areas are landscaped and artistically decorated. The reception service has a storage room for storing guest's valuables.

Facsimile and copying services are provided.

Sports and fitness center with gym, sauna and swimming pool.

The hotel has a hairdresser, laundry, souvenir shop, kiosk with newspapers and magazines, and a billiard room.

9. Premises for providing food services.

The hotel has a restaurant with a bar.

10. Services.

The hotel reception service operates around the clock.

Porters provide luggage transfer from the car to the room and from the room to the car.

The service staff performs a wake-up call at the request of guests.

The room is cleaned daily by a maid. Bed linen is changed once every 3 days. Towels are changed daily. The attendant maintains a schedule for changing towels and bed linen.

The service department will accept orders for repairs, dry cleaning, washing and ironing of clothes, and calling a taxi. Dishes and linen are rented and food, tea and coffee are delivered to your room.

Tickets are being booked for different kinds transport, sale of tickets to theaters, sports and entertainment events.

11.Food services.

The restaurant provides the opportunity to choose any of the food options provided (breakfast, two meals a day, three meals a day, buffet). The restaurant is open 24 hours a day.

12. Requirements for personnel and their training.

The hotel has written standards (instructions) for staff, fixing functional responsibilities and established work rules.

Advanced training and professional training classes are regularly conducted.

Each employee reads an essay on a hotel topic.

Hotel staff wear uniforms, the type of which depends on the differentiation by position.

Hotel staff undergo periodic medical examinations, which are recorded in a health book and a health log.

1.3 Hotel management structure

The organizational structure of a hotel is determined by its purpose, location, specific guests, and capacity. The structure is a reflection of the powers and responsibilities of each employee.

The following reports to the General Director of the hotel:

1.Hotel director;

2.Administrative service;

3.Chief engineer.

The following reports to the hotel director and administrative service:

Number service.

The service deals with issues related to booking and accommodation of tourists, as well as sending them home. Provides room service to tourists, maintains the necessary sanitary and hygienic condition of the rooms and the level of comfort of living quarters, and provides household services.

Composition of the service: head of the economic department, seamstress, cleaner, laundress, doorman.

Reception service.

The first impression of the guest depends on the reception and accommodation service; the senior administrator in the process of communication with guests should discuss the following issues: - prices per room;

Terms of placement;

Payment order.

The task of the head of this service is to control the entire process of receiving and placing a guest.

Composition of the service: senior administrator, floor attendant, maid.

Financial service.

Resolves issues of financial security for guests, receives reports from cashiers with each point of sale, including food service, souvenir kiosks and a sports and fitness center, and the composition of an additional service.

The financial service maintains unified financial records of the enterprise (revenue from retail outlets, accounting for expenses and income, conducting operations to record paid working hours, etc.).

Composition of the service: senior accountant, services manager. Additional services: hairdresser, manicurist, shops, kiosks.

Security Service.

Performs the function of maintaining order and security in the hotel. At the same time, these duties are performed by a third party at the hotel.

Food service.

The food service includes a restaurant, bar, banquet service units, as well as a catering unit (kitchen). Provides guests with food services.

The head of the food service creates the menu. Maintenance personnel ensures delivery of necessary products to areas. Each department in the service has its own head. Guests are served according to the menu; bar service consists mainly of providing clients with alcoholic drinks. The kitchen is the production center. Orders for the production of specific products come from restaurant waiters (based on the menu compiled and offered to customers from the banquet hall). The cook prepares the dish, and the manager controls the quality and price of a particular product.

Service composition: chef, cook, waiters.

Administrative service.

Responsible for organizing the management of all services of the hotel complex, decides financial questions, staffing issues, is engaged in creating and maintaining the necessary working conditions for hotel staff, monitors compliance with established standards, labor protection rules, safety regulations, fire and environmental safety

Reports to the Chief Engineer:

Engineering and technical service.

Creates conditions for the functioning of air conditioning systems, heat supply, sanitary equipment, electrical devices, repair and construction services, television and communication systems.

Composition of the service: elevator operator, plumber, electrician, telemechanic, liaison refrigeration equipment repairman, driver, mechanic, painter, janitor.

CHAPTER 2.WAYS TO PROMOTE HOTEL SERVICES

Promotion is a variety of tactical and strategic means aimed at directly and indirectly strengthening the position of an enterprise in the market for the products it offers and intensifying the sale of these products.

The broad definition presented covers all means that, either in the near future or in the long term, may lead to an increase in demand for our products. Other authors and translators define promotion in a sense close to the above definition, as sales activation, a marketing communication system, or as a trade communication system. The reason for the differences in relation to the definition presented is that the noun “promotion” is given a narrower set of meanings.

Promotion, in accordance with the accepted definition, consists of certain types of activities in the field of: advertising, public relations, sponsorship,

individual sales and other promotion-related activities.

At the same time, it is not enough to create (purchase, deliver) a product in order to sell it. It is also necessary to inform the potential buyer about the existence of the product, convince him of the advisability of the purchase, and sometimes even convince him of the existence of his need, which he did not even suspect. Promotional activities are intended for this purpose.

Informing - This function is of particular importance in the case of promoting a new product to the market, as well as on the eve of the completion of construction or in the first days of operation of a new hotel enterprise. Carrying out activities to make a product more attractive without first informing customers about it is simply pointless. Information events should be systematically updated so that previous promotions can be noticed by people who have only recently become interested in hotel services.

Placing information about the hotel in domestic and foreign publications

printed and virtual hotel directories, relevant information in telephone directories, own Internet page with current information, publication and distribution of information booklets about hotel services, prices for these services and the advantages of the immediate surroundings, notification through the press and radio about the upcoming opening of the hotel.

Declension - This function is very important when we have direct competitors. Information can be limited to where there is one hotel within a radius of many tens of kilometers. If there are a large number of hotels in a small area, then events that incline the client to choose our establishment become important. This could be a demonstration of individual features of our services, directions, simplification of booking, etc. Letters to potential clients - travel agencies, enterprises, establishing contacts at tourism fairs, organized stays of travel agency representatives to get acquainted with the hotel and the region, offering preferential price conditions to individual companies, temporary road signs to the hotel, the possibility of booking via the Internet, installation in airport telephone providing direct communication with the administration,

organizing delivery of guests from the train station or airport to the hotel

Reminder - this function reminds the client about the existence of our hotel and, above all, our hotel chain, even at a time and place where there is no need to use them, so that he contacts us when such a need arises:

Roadside billboards advertising the logo of a chain of hotels, publication of the name, logo and image of the hotel in various media, placement of the name, logo, telephone number in various types of advertising publications, participation of hotel employees in various types of culinary competitions, sponsorship of cultural and sports events, ceremonies celebrating hotel anniversaries with the participation of the media and public figures, sending holiday greetings, distributing calendars

1. Press Advertising Customers who use overnight services are usually too dispersed to be reached by press advertising at a reasonable cost; the exception is hotels targeting residents and businesses of the region or located nearby big city, arriving on vacation, organizing conferences and the like.

H. Television advertising The digestibility of television advertising is very high, as evidenced by the wide popularity of some advertising texts. The range of its distribution ensures its successful delivery to all interested potential clients living in the country. At the same time, prices for advertising on national television programs are high; the best advertising time is the first program around 20.00, between news and weather.

4. Road shields. Road billboards are a popular means of advertising, which is easy to see when approaching any large city. Firstly, the inscriptions on the shields are always readable at a relatively large distance. The distance from which the inscription can be read depends on the size and shape of the letters. Secondly, an appropriate contrast between the background and the content of the board is essential, for example blue, black or red letters on a white background. Inscriptions that are shocking with a combination of colors are unacceptable, especially those made of foil that changes color depending on the viewing angle. Thirdly, too many billboards on a short stretch of road reduce the possibility of reading any of them, including ours. Obviously, the owner of a plot of land next to a busy highway will be willing to accept rewards from several sign holders, but it is better to find one who will ensure that the sign is placed at a distance from which it can be read, even if it costs more. Fourthly, the reader has limited time. Fifthly, the above factors make it necessary to limit the text to an inevitable minimum, since each extra word takes up space on the board, makes it difficult to assimilate the most important thing, and lengthens the time of reading the text.

Obviously, it is easier to notice a larger shield. In practice, when approaching a large city, we often encounter a forest of small billboards, oversaturated with unreadable text. Given the different situations on the highway, repetition of the boards is important, since it may happen that the driver will not be able to consider one or even two tables taking into account the road conditions. Taking into account the content, two main functions of road shields should be distinguished. The first of them serves to inform and remind about the existence of our hotel. Depending on the available area of the shield, ensuring its readability, you can also place on it, for example, the logo of the hotel chain or one of its characteristic or competitive advantages, the number of stars and the distance.

The second function is to persuade the client to use our hotel, simplifying the search and informing about its exact location those clients who previously decided to use its services (for example, booked a place there in advance or read previous billboards). 5. Road signs. It is worth using the opportunities provided by road signs installed in accordance with the rules traffic. They are installed in a roadside strip next to a highway or street. The land owner does not need to pay for them. If we build a hotel in a small area, in which, apart from this hotel and related facilities, there is nothing attractive, then we have a chance that the name of the area will eventually become synonymous with the hotel. In such a situation, every road sign in the area becomes a road sign to the hotel, and we should not post about it additional information. Therefore you should install:

are there road signs with the name of the area;

Is it possible to additionally install road signs with the same name, and if not, then, for example, pay for the replacement of road signs that interest us;

Is it possible to obtain permission to install (at the expense of the hotel) road signs with the name of this area.

Road signs "hotel". Their effectiveness will be significantly increased by the placement of an additional sign (except for the distance and an arrow indicating the direction with the name of the hotel), if we obtain the consent of the local authorities.

6. Specialized publications. Specialized hotel directories are published in the country and abroad, their users are enterprises and institutions for which hotel reservations are a daily activity, and above all travel agencies, hotels and other organizations involved in tourism. Buyers of directories are also companies whose employees often travel throughout the country, and individual clients. The main advantage of a hotel directory is its completeness; users are most willing to look at the directory, which lists the most hotels. Not all directories are professionally published, as some publishers are more interested in hotel fees than in the completeness of the directory.

7. Internet. In the case of hotel services, it is now impossible to do without the Internet. It is becoming an increasingly popular means of communication, and more and more people are searching for various information on the Internet, including about hotels. There are several possible options for informing potential clients about our hotel and its advantages via the Internet. An indispensable solution nowadays is, first of all, for the hotel to have and use in all publications an Internet address, which has become as important as mailing address, telephone number, fax number. But from the point of view of advertising needs, the most important thing is the ability to reach a client who is interested in a hotel service. It is easiest to search where the client finds a larger number of hotels located in the city or region of interest. Such a place is hotel Internet directories. The most extensive opportunities are provided by your own website. In addition, there is the possibility of placing so-called banners as one of the possible forms of your advertising on other people's Internet pages, which are visited by the most users.

8. Phone books. For most people traveling, their source of hotel information is the telephone directory for the area they are traveling to. Those who want to book a table in a restaurant also use the city telephone book; this is also an important source of information. Not all hospitality businesses know how to use it, and the situation is made worse by the fact that most areas publish at least two different telephone directories.

The most common mistake is that the information posted in the phone book does not mention other activities carried out by the hotel.

For example: In the telephone book of the regional center O, published in 2000, under the heading “Restaurants” the gastronomic enterprises of three hotels of the highest category were not named.

The telephone book of the regional center W mentioned three hotels belonging to the same company. They were difficult to find because the name of each of them was printed in a different font size and in a different combination of words, for example: Grand Hotel, Hotel Grand, XXX Sp. z 0.0. - Hotel Grand branch.

Placing a restaurant's telephone number under the "Hotels" heading does not exhaust the topic. Not every phone book user will look for gastronomic services under the “Hotels” heading. It is necessary to determine what should be done to ensure that our hotel, placed under the headings “Restaurants”, “Cafes”, has the same address and the same telephone number.

9. Other publications. The relatively easy possibility of selling space for advertisements in various publications has led to the fact that more and more new companies are beginning to publish and distribute various newspapers with advertisements, general or industry-specific, city plans, and lists of residents. It is impossible to clearly assess the suitability of these publications for promoting hotel services, since these publications have a very limited distribution. There are also cases when the intention of systematically publishing a newspaper of advertisements disappears after the publication of the first issue.

Another type of publication is local directories, published, for example, once a year, supported by local governments, which take most of the circulation for the purpose of promoting their region. These directories are funded by advertising from businesses, which fill most of the directory. Advertising is relatively expensive due to the high quality of paper and printing. It is necessary to make your own assessment of these publications and their usefulness as advertising media.

10. Gifts and prints. Materials found in a hotel room. Usually they contain a logo, sometimes the name and other information about the hotel. Such materials also include various types of printed publications, such as booklets, business cards, and calendars. Experience teaches that in this case many different misunderstandings occur.

Based on the observations, certain broader conclusions emerge that should be kept in mind when editing even short texts:

* a client using the services of a hotel is usually not interested in the organizational structure of the enterprise, and he will need the address of the directorate only if he wants to file a complaint;

* the hotel address placed on business cards, calendars and other publications is intended for use within the country; it must be understandable to Polish postal workers and Polish taxi drivers;

* indicating your official position (for example, director) in a language that the recipient of the business card does not know will disorient the interlocutors.

For contacts with foreign counterparties, especially from countries that do not use the Latin alphabet, you can print double-sided business cards - on one side in Polish, on the other in Russian or Japanese. Using a business card on which the company name and address are indicated only in a foreign language creates the danger that a letter from the counterparty will not be delivered to us. It may also happen that at a banquet you will be seated between people who only know the language that is on the business card.

This kind of problem does not exist in the case of branded gifts. Only the name or logo of the hotel is placed on the most expensive gifts, given on various occasions to important contractors or other individuals visiting the hotel or placed in rooms intended for special guests, the so-called VIPs (English: Very Important Person).

Example: During a visit to Poland in 2002, the President of Russia gave a speech from a podium on which the name and logo of the hotel where the conference was being held were visible. This event was shown on national television programs.

Indeed, television is reluctant to show the names of companies outside of advertising programs, but the possession of such a platform gives the hotel a chance to appear in the media (as well as in photographs in the press). From this point of view, it is worth taking care of decorating the hall that is rented for a conference or exhibition with the sign of our hotel; this is a signal to potential clients that we can cater for this type of event. But it is necessary to take into account the fact that the customer may not want this. An important means of advertising is recommendations from other hotels. It is a mistake to consider them solely as competitors, since hotel clients or residents of our city often ask for information about hotels in other cities. When opening a hotel, it is worth notifying the surrounding hoteliers about it.

Table. Different advertising media are addressed to different market segments

Hotel selection
With preliminary	Without prior
Hotel directories
Phone books	Road shields
Internet	Road signs
Information at gas stations	Local clients
Local press	Menu at the entrance
Local radio stations	Radio, press
Posters, leaflets

2.2 PubIic relations, sponsorship

A journalist now has too little time to create information. He simply selects it from the hundreds of information messages that he has. Research shows that 70-80% of information in the media is information arising in connection with public relations.

Alternative sources of information are often places where there is always something interesting going on, subject to the journalistic rule that “good news is no news.” It's easy to guess what information about the hotel can be found in the press and on the radio.

Example: “Regional newspaper”, news from the last page:

The police officer on duty reports that two people were injured at the disco in Hotel X. The attacker was detained.

Over time, we may provide certain information to local newspapers, radio stations and television channels. This may be information such as: the anniversary of the opening of the hotel; arrival of the 10,000th guest at our hotel; our employees achieving success in culinary and other hotel competitions; introduction of a new, attractive service or dish; about carrying out mass replacement of equipment; start and completion of repairs;

It is also important to maintain a positive image in the hotel community by providing a hotel for relevant events, for example, for hotelier training, annual conferences for hotel schools, meetings of the Association’s problem commissions, culinary competitions, and production practices.

Sponsoring of charitable events, culture, education, sports. Usually occurs in the form of transferring part of the profit as a gift to the account of a selected institution for organizing a specific event or ensuring other activities of a non-profit institution or organization performing certain public functions. Entering into the role of a sponsor must be preceded by signing an agreement.

The agreement may provide, for example: the number, area, location of advertisements (tablets, flags, banners) that the sponsor can place in the hall; a ban on the participation of other sponsors representing the same industry; placement of the sponsor's name or logo on posters and tickets; size and location of advertising; mention of the sponsor in press and radio communications about the event; participation of the sponsor's representative in the opening of the event and presentation of awards

Sponsorship of institutions also has a beneficial effect on the hotel's image, thanks to which we will not achieve an advertising effect (educational institutions, orphanages).

CHAPTER 3. OTHER MEANS OF PROMOTION OF SERVANTS

3.1 Individual sale

It is a form of personal contact between an enterprise and the market. In certain cases it is cheaper and more successful than advertising method searching for a consumer of the services of this enterprise.

Due to the significant dispersion of potential hotel customers (especially overnight services), individual selling can be used where there is an opportunity to sell a larger volume of hotel services, namely:

from tour operators and travel agencies cooperating with them, primarily serving groups of tourists;

at enterprises conducting educational activities;

in public relations agencies that organize promotional events (symposiums, exhibitions) upon request;

on large enterprises, in higher educational institutions, where many people come who need accommodation for the night.

Individual selling should be used primarily at times when the hotel has the ability to provide services to many people (conferences) or when there are few businesses and institutions in the area that might be interested in this service. Not only will this make a good impression, but it will also make it more successful for a hotel manager or marketing person to approach several businesses with an offer to visit the hotel to check out its facilities.

For clients who have already established contact with the hotel or have arrived at it, individual sales are carried out by all employees, since the guest may not know all the capabilities of the hotel, and may not be aware that he may need some (known to him) capabilities of the hotel :

reservation service - invites the guest to come, offering various hotel services;

administration - helps in choosing a room, recommends other separately paid services (secure parking, gastronomic services, sauna, TV program encoding);

bartender - prepares drinks in accordance with the identified tastes of the guest.

Individual sales can be carried out by hotel employees, but - as in the case of other enterprises - it can be entrusted on contractual terms to a travel agency or other persons.

3.2 Telemarketing

In the case of hotel services, the use of telemarketing is limited to persons who have a decisive influence on the choice of the hotel enterprise for a significant number of persons using the hotel services. In addition to companies covered by individual sales, which previously did not want to use our services, we can address telemarketing campaigns to a larger number of enterprises in the city and within a radius of several tens of kilometers, to which partners, contractors, service and transport workers come.

Telemarketing campaigns should be renewed after a certain period of time (for example, once every few months), especially in relation to companies that did not establish contact with us during the previous campaign. It is advisable, referring to the conversation conducted and the price list sent, to ask about the reason for refusing our offer.

3.3 Preferential programs and hotel chain

The most effective and most common technique for attracting and stimulating consumers, as well as for expanding the agent network in tourism, is to provide discounts on prices.

In the tourism and hotel business, discounts on services in the off-season are widespread; holding tourist exchanges, workshops, where tours are sold on preferential terms; providing special discounts to stimulate the sale of new tourism products or last-minute travel packages; bonus discounts provided to regular customers; discount systems; organizing promotional trips. In foreign countries, and recently in Russia, programs to stimulate demand for the services of airlines, hotels, and travel companies are widespread. In Russia, the most famous are bonus discounts that give the right to receive a free or discounted ticket for regular customers. Among the most well-known sales promotion systems is the Sheraton Club Intemational (SCI) system, which is implemented in Sheraton hotels in Moscow and St. Petersburg. The essence of this program is that a system of discounts is used for regular customers, implemented using points called club miles. The number of club miles accrued to a client depends on the amount he spent on accommodation, food, telephone calls, washing and ironing, that is, a set of services that are provided at the hotel itself; after a certain amount, a set number of club miles points are awarded for each dollar spent. The client can use the accumulated club miles to receive a “free night” at any Sheraton hotel or to receive bonuses for air travel with those airlines with which the hotel chain has entered into an agreement. Currently, there are 2.5 million SCI members in Europe, and in Russia in 1998, 1,400 guests became members of the club in St. Petersburg alone.

The purpose of most of the measures described in the previous subsections is to find new customers or influence the decision-making of those customers who are still hesitant, and there is no certainty that they will not use the services of this hotel next time. Of no small importance are promotions aimed at regular customers in order to maintain their loyalty to the company by giving them priority in booking rooms and using preferential prices. These measures are more important in the case of large enterprises - hotel chains - than in individual hotels.

The most common method is preferential and other cards. These cards are sold to customers who use the hotel's services relatively frequently, or given as gifts. There is the possibility of belonging to an elite club. For this purpose, the color of the cards is also used - silver, gold, platinum.

Therefore, some cards have a prestige value for their owners. Here are examples of some cards that are achievable and recognized in Russia:

1. Assoc Favorite Guest Card - this card is sold throughout Europe. It entitles you to discounts at Sofitel, Novotel, Mercure, Ibis and Suitehotels hotels worldwide. Card holders receive a 10-15 percent discount on weekdays and a 25 percent discount on weekends and holidays. It offers certain advantages when booking rooms and guarantees a special meeting upon arrival. In addition, cardholders accumulate points for all hotel expenses; collecting a certain number of points provides additional privileges.

2. Orbis Gold Club - this program offers two cards. The Silver Card entitles you to discounts in all hotel restaurants.

In addition to discounts in restaurants, the gold card provides a 10 percent discount when renting a room and discounts when renting a car from a certain company. The cost of the card, valid for 12 months after purchase, is PLN 560.

3. Qualiflyer card - this program is addressed to passengers using the services of airlines that are part of the Qualiflycr Group (including PLL LOT). Card holders who fly a certain distance on the Group's aircraft are rewarded, in addition, a certain number of miles are counted for each stay at the Orbis Hotel (regardless of the number of nights).

Chain of hotels. To enter some hotel chains, it is necessary to make a decision before starting to design a hotel enterprise and even before choosing its location. But these are hotel chains that do not provide for the unification of architectural solutions, interior decoration, list of services; limited importance is also given to category and other quality indicators. The main, and sometimes the only common element is the service sales system.

The benefit of joining this kind of chain of hotels is inclusion in the sales network, which entails the presence of the hotel in the directories of this system and the opportunity to purchase services in many cities, and sometimes in many countries. In return, the owners of the hotel chain - the enterprise that organizes the sales network - receive compensation in the form of a fee for entering the system, annual fees and other benefits. There is an opinion that organizing a hotel chain does not require money - just an idea.

CONCLUSION

As examples have shown, even promotion methods can have a negative impact on the hotel. For example, sales promotion cannot be used constantly, since discounts continuously offered by an enterprise can have a completely opposite effect. In particular, customers may question the quality of services if prices remain below industry prices for a long time. This area requires careful preparation and preliminary study of the characteristics of the market and your service. It is worth creating a product taking into account the needs of the client.

The system for promoting and selling services is thought out from the moment the client enters the hotel (the effect of the first impression), until last day his stay.

Experience has shown that saving on the system of promotion measures is inappropriate. It is necessary to look for new ways to make your establishment stand out from the crowd of others, so that people learn about it from different sources.

At the same time, it is not enough to create (purchase, deliver) a product in order to sell it.

It is also necessary to inform the potential buyer about the existence of the product, convince him of the advisability of the purchase, and sometimes even convince him of the existence of his need, which he did not even suspect. Promotional activities are intended for this purpose.

Bibliography:

2. Marketing in the hospitality industry E.A. Dzhandzhugazova

4. Marketing of hotel services: Textbook - method. Manual, 2006. Marek

5. Kirillova A.T., Volkova L.A. Marketing in tourism. - St. Petersburg, 1996.

Hotel management forces managers to resort to various... hotel activities for promotion hotel services are more related to marketing... practice on today's moment is the most effective way Express yourself...

Forming a positive image of a hotel is a parallel formation of the image of its services. This process is called the effect of an organization acquiring a certain market power, the presence of which reduces the consumer’s sensitivity to price and reduces the likelihood of replacing the service with competitors’ analogues, i.e. protects the hotel from losing customers and strengthens its position in relation to services of the same category

There are five ways to promote services, including hotel ones:

personal sales,

sales promotion,

public relations.

Advertising (from the Latin Reclamare - “to affirm, shout out, protest”) - information disseminated in one’s favorite way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and its promotion on the market.

4. Television (videos, ticker tape, sponsorship).

5. Radio (music theme song, announcer announcement).

Professional PR activities start with reliable information. It is based on a detailed provision of such hotel characteristics as, for example:

list of responsible employees (who is responsible for what);

number and type of rooms;

opening hours and specialization of the restaurant and bar;

name, capacity and specifications banquet and conference rooms;

leisure and sports opportunities for clients;

description of the hotel location indicating the route from the station and airport;

car parking;

architectural and (or) artistic solutions that may be an attraction of the hotel;

characteristics of key managers;

photographs illustrating the hotel's capabilities in the field of services, etc.

This information is constantly supplemented, corrected and filled with new content about the events taking place in the hotel.

When we're talking about about the work of PR within an enterprise, then first of all this concerns the establishment of PR relations between its employees. PR is a concern for the relationship not only between management and a certain service, but also for each of the employees who come into direct contact with clients.

However, this does not talk about another type of advertising: presentation.

Presentation of a product or service is considered the most highly effective way; it provides complete information about the product (service) and every potential client can get an answer to any question right during the presentation.

1. information completeness;

2. responsibility for the accuracy of the information provided;

3. emotionality and persuasiveness;

4. use of visual means, the visual side dominates;

6. the target audience is fragmented and geographically scattered;

characterized by a clear separation of business and consumer advertising.

Segmentation by consumers revealed 3 main segments of the hotel's target audience: guests coming to the city on business trips from Russia; companies holding business conferences at specially equipped venues of the complex; foreign guests.

Publicrelations. An authoritative expert in the field of advertising and PR, former Secretary General of the International Public Relations Association, Sam Black, defines public relations as follows: “PR is the art and science of achieving harmony through mutual understanding based on truth and full information.”

Public relations outside the enterprise involve the formation of good relations between the enterprise providing services and the public, obtaining favorable publicity and creating a positive image of the hotel, as well as preventing the spread of negative rumors, stories, opinions about their activities.

The main activities of the public relations department include the formation of friendly relationships and relationships: with the media, with target audiences, with authorities and public administration.

In order to increase sales volume, increase efficiency and profitability, any enterprise in this area must create demand for the services provided and engage in sales promotion, that is, promotion of services.

To attract customers, you need to constantly implement innovative solutions in advertising.

Innovation is the introduction of innovations that provide a qualitative increase in the efficiency of processes or products that is in demand by the market. It is the end result of human intellectual activity, his imagination, creative process, discoveries, inventions and rationality. An example of innovation is the introduction to the market of products (goods and services) with new consumer properties or a qualitative increase in the efficiency of production systems.

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