酒店選擇營(yíng)銷(xiāo)渠道模式還需要有優(yōu)秀的渠道成員，酒店營(yíng)銷(xiāo)渠道的管理與控制
酒店如果選擇并確定了間接營(yíng)銷(xiāo)渠道的模式，還需選擇優(yōu)秀的渠道成員，才能成功地利用中間渠道開(kāi)展相應的營(yíng)銷(xiāo)活動(dòng)。渠道成員可能是個(gè)人、組織或者企業(yè)單位，對酒店而言統稱(chēng)為客戶(hù)。由于酒店中間商數量眾多，規模、實(shí)力、經(jīng)營(yíng)特點(diǎn)都有所不同，所以，酒店務(wù)必仔細了解未來(lái)中間商的相關(guān)信息（如行業(yè)背景、信用情況、資金、業(yè)務(wù)技術(shù)、經(jīng)營(yíng)水準等），進(jìn)行綜合評價(jià)：
（1）中間商的銷(xiāo)售能力。中間商的營(yíng)銷(xiāo)經(jīng)驗和能力與市場(chǎng)反饋搜集對酒店產(chǎn)品的銷(xiāo)售影響很大，建議選擇最接近酒店目標顧客的中間商。一個(gè)優(yōu)秀中間商能利用有效的營(yíng)銷(xiāo)手段管理顧客購買(mǎi)，且擁有成熟的銷(xiāo)售網(wǎng)絡(luò )，不僅便于顧客購買(mǎi)，還能及時(shí)向酒店反饋最新的市場(chǎng)信息，如客人偏好流向、旅游發(fā)展趨勢等，為酒店制訂正確的營(yíng)銷(xiāo)策略提供更有效的依據。
（2）該中間商的經(jīng)營(yíng)范圍與形象是否與本酒店目標一致。未來(lái)的中間商應有本
酒店VI設計產(chǎn)品的市場(chǎng)，或者非常愿意去開(kāi)拓此類(lèi)目標市場(chǎng)。如本酒店目標是東南亞旅游市場(chǎng)，則選擇以經(jīng)營(yíng)東南亞旅游團為主的旅行社較為理想。另外，如果酒店追求高質(zhì)量、高品位、奢華高檔的形象，選擇中間商時(shí)也應仔細 別，以免達不到預期的銷(xiāo)售效果，卻適得其反。
（3）中間商的經(jīng)營(yíng)實(shí)力和誠信度。中間商的經(jīng)營(yíng)規模、財務(wù)調度能力好壞、誠信狀況是否良好都是酒店必須考慮的內容。通過(guò)其經(jīng)營(yíng)規?？梢灶A測它能為本酒店帶來(lái)多少預訂量和銷(xiāo)售額；其財務(wù)狀況可以反映它抗風(fēng)險能力，財務(wù)狀況不好，一旦出現問(wèn)題會(huì )影響酒店的正常經(jīng)營(yíng)；中間商的誠信也十分重要，過(guò)去，國內有的酒店由于不了解國外旅游代理商的信譽(yù)情況，使得大量賬款付之東流。對于直接委托境外旅游中間商代理銷(xiāo)售的酒店，尤其應該重視這個(gè)問(wèn)題，最好通過(guò)我國駐外使館或其他機構進(jìn)行調查，這才是良好合作的重要基礎。
盡管有這么多原則需要幾近苛刻地選擇，但有時(shí)決定權并不一定掌握在酒店手中，旅游中間商同最終顧客一樣擁有選擇權，尤其是那些規模大、實(shí)力強、信譽(yù)好的旅游中間商。
選定旅游中間商開(kāi)展代理銷(xiāo)售業(yè)務(wù)過(guò)程中，還應加強日常的渠道管理與控制，以促進(jìn)有好和諧的合作關(guān)系，減少渠道摩擦與沖突，取得相對理想的營(yíng)銷(xiāo)效果。
Hotels to choose the marketing channel mode also need to have excellent channel members, hotel management and control of marketing channels
Hotel if and to determine the mode of indirect marketing channels need to select the best channel members in order to successfully use the middle channel to carry out marketing activities. The channel members may be individuals, organizations or business units, hotel, collectively referred to as customers. Due to the large number of hotel brokers have different size, strength, operating characteristics, the hotel be sure to carefully understand the background of the intermediaries the relevant information (such as industry, the situation of credit, capital, business technology, operating standards, etc.), a comprehensive Rating:
(1) brokers the ability to sell. Brokers marketing experience and market feedback to collect the sales impact of the hotel product, it is recommended to choose the closest hotel target customer middlemen. An excellent brokers can take advantage of effective marketing tool to managing the customer to buy, and has a mature sales network, not only to facilitate customers to buy the latest market information, but also timely feedback to the hotel, such as the flow of guest preferences, tourism development trends for the hotel making the right marketing strategy to provide more effective basis.
(2) the scope of business of the middlemen and image are consistent with the objective of this hotel. Intermediaries of the future should our hotel products in the market, or very willing to explore this target market. When the hotel's goal is to travel to Southeast Asia market, you select the ideal travel agency to operate tours in Southeast Asia mainly. In addition, if the hotel is the pursuit of high-quality, high-grade, luxury and upscale image, select brokers should be careful to do, so as not to reach the expected sales results, just the opposite.
(3) brokers operating strength and integrity. Scale of operation of brokers, financial ability to manage good and bad, integrity status good are the hotels must be considered content. Through its scale of operation can be predicted that it oriented hotel bookings and sales; its financial position reflects its ability to resist risks, poor financial situation, once the problem affects the normal operation of the hotel; the integrity of the middlemen. very important, in the past, domestic and some hotels do not understand the foreign travel agents reputation, making a large number of receivables in vain. Hotel direct outbound tourism intermediaries commissioned sales agent, should be particularly concerned with this problem, it is best to conduct investigations through our embassies or other agencies, this is the important basis for good cooperation.
Despite so many principles need to choose almost harsh, but sometimes the decision does not necessarily lies in the hotel the hands of travel brokers the same with the end customer has the right to choose, especially those large in scale, strength and good reputation tourism intermediaries .
Selected travel brokers to carry out the sales agent, but also to strengthen the day-to-day channel management and control in order to promote good and harmonious working relations, to reduce the channel friction and conflict, and achieved a relatively ideal marketing.
