In 1900, Michelin, which produced tires, published its first service guide. In this book, Michelin tells visitors which restaurants are better and gives reasons for the selection. Unexpectedly, this unexpected move has been popular for a hundred years and has become one of the highest evaluation targets in the European and American catering industry. Evaluation is also productivity, which is enshrined as a norm in the Internet age. From public reviews in the food industry to two-way evaluation in shared travel, in the Internet era, all industries need a fair evaluation system. This is because the virtual network cannot touch the real consumption scene.
How to break the beautification "filter" of the service scene?Tongcheng Travel's attempt in the hotel field is stepping out of the "deep water area".
On December 15, Tongcheng Travel released the 2023 "Tongcheng Hotel List". The list redraws the ecological panorama of key hotel brands in the country from multiple dimensions such as scene, word-of-mouth, and quality.
As a link between hotels and consumers, what is the gold content of this list of Tongcheng Travel?Will it be the "Michelin" of the hotel sector again?
A trip that is just about going is the freedom that young people yearn for, and it is also an adventure in a strange city. "Viewing" is only one part of the trip, the comfort of staying in the hotel, whether you can taste the special food and other links, will affect the quality of the trip.
In particular, the hotel industry, as the first stop of consumers in an unfamiliar city, can be said to be the "window" of a city's style. Hotel chains, which are highly standardized, are not the best choice for "first-time" consumers.
This diversified consumer demand has also given rise to the emergence of scenic homestays, resorts, and hot spring hotels with different characteristics, but then there is a mixed sense of experience.
Xiao Meng, a university in Zhengzhou, told "Wine Management Finance" that when she went to Yuntai Mountain, she booked a hotel, "Originally, it was said that it was not far from the surrounding area, but it took more than 20 minutes to drive." Xiao Meng said that this alone costs more than 200 yuan, which affects the mood of playing.
Xiao Meng chose this hotel because he was "planted" by social platforms. Travel and hotel strategy was once a high-frequency word on social platforms such as Xiaohongshu. Nowadays, hotel merchants invite all kinds of amateurs to pose for photos, which also distorts the experience on the platform.
The OTA platform with massive hotel cooperation data has an innate endowment in establishing a hotel evaluation system. However, the evaluation system is also regarded as a part of the revenue of some platforms, and the priority is determined by advertising, and it is difficult for consumers to establish a sense of trust once they "enter the pit".
In fact, OTA, as an information exchange link between hotels and consumers, does not have a sense of interest boundary like "Michelin" from the tire cross-border catering industry. "Wine Management Finance" found that in this list, the "sunshine" of technology was introduced into the Tongcheng hotel list, which made the list more convincing.
On the one hand, this is a core evaluation system based on "consumer data".
According to the introduction, through the platform's hotel big data system and advanced algorithm model, Tongcheng Travel will comprehensively consider many factors such as hotel quality, 100 million user behaviors and real feedback.
Translated, this list is not self-talking, a large number of users of Tongcheng Travel have made evaluations with real experience, which is an evaluation with "consumer data" as the core.
After choosing a hotel, consumers can also view real reviews from other users at any time. In other words, this list plays a role of "strict selection", allowing consumers to save time and worry.
On the other hand, this is an evaluation system that highlights the scene and characteristics.
If the hotel industry is compared to the mobile phone industry, the chain hotel is a "bucket machine", which has no characteristics but cannot find any major faults;The characteristic hotel is also like a game phone, users can't expect a mobile phone that is good at playing games, and it is also strong in business office.
Another potential logic of the Tongcheng Hotel List is also here, and the annual list covers 8 types of good stays, sales, cooperation, service, vacation, characteristics, crowds, and facilities, so as to fully demonstrate the characteristics and advantages of the hotel.
In addition, according to the needs and preferences of different user groups, the annual list has set up 14 special lists, such as local best-selling list, excellent partner hotel, high-quality partner hotel, high-quality service hotel, Internet celebrity beauty hotel list, and parent-child hotel list.
Such a list is more realistic, allowing users to better understand the different types of hotels and choose according to their needs. At the same time, it also provides an opportunity for the hotel to showcase its own characteristics and advantages.
Tongcheng Hotel Annual List has been successfully held for two sessions, and has received wide attention and praise from platform users. The relevant person in charge of Tongcheng Travel told "Wine Management Finance" that in the future, Tongcheng Travel will continue to focus on accommodation and other travel scenarios, and constantly improve the Tongcheng hotel list system, which will become an effective reference for travelers.
It is not difficult to see that Tongcheng Travel's strategy of continuously building a "Michelin" in the hotel field with the help of technological advantages has gradually entered the deep water area.
Compared with the first edition, the newly released list covers more than 3,000 hotels in more than 200 cities across the country, covering a wider range of businesses and more selected businesses.
Wine Management Finance has learned that from December 20 to January 2, 2024, Tongcheng Travel will launch exclusive red envelopes for hotels on the list during the New Year's Day holiday and the pre-holiday travel market. During the event, users can get a discount of up to 150 yuan when they stay at the hotels on the annual list of Tongcheng Hotels.
To a certain extent, it is also recommending benchmarks and models for the entire hotel industry.
So, what is the motivation for Tongcheng Travel to build a "Michelin" in the hotel field?In fact, for a leading enterprise such as Tongcheng Travel, as its role in the economic and social fields becomes stronger, the more relevant they will become to the society in which they operate.
To put it more bluntly, only when the interests of all participants in the ecosystem are taken into account and the overall social value continues to grow, can it itself gain the momentum for continuous growth.
In this list of Tongcheng hotels, consumers can get a better hotel experience, and the hotel side also uses the hotels on the list as a benchmark to keep up with the advanced. For Tongcheng Hotel, which promotes the development of the industry, it will also reap long-term and stable market returns.
Co-ordinator丨Lao Dian Editor丨A Xin.
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