In 2023, with the "retaliatory growth" of leisure tourism demand and the "steady recovery" of business travel demand, China's hotel accommodation industry will usher in a significant recovery, and related industries are undergoing trend changes.
The new generation of consumers is pursuing quality-first and unique experiences that resonate emotionally, and their pursuit of high-quality, high-experience accommodation products continues to evolve.
In order to meet the changing needs of users, based on the self-iteration of user insights, a number of hospitality and tourism companies have proposed new solutions for product quality and business models.
User experience, driveproductsUpgradesIterative
Based on the reconstruction of the user experience, the upgrading of hotel products in terms of visual upgrading, spatial integration, service superposition, etc., domestic hotel groups have shifted from fighting scale and quantity to specialization, refinement, specialization, and innovation.
Compared with the past, leading companies now have more in-depth thinking and more in-depth thinking on product issues, and are more inclined to seek differentiation and create products that highlight their own brand characteristics.
Atour believes that the anxiety and fatigue brought about by involution and fast pace in modern society are the common perceptions of young people at present, and decompression, relaxation and relaxation are important directions for future consumer emotional needs. Therefore, the brand has been fully upgraded in 40 products focus on the combination of natural aesthetics and oriental interests. Inspired by the "Atour Village" in Yunnan, the design style of natural tranquility is given, and the natural mountain atmosphere of Atour Village by the Nu River is brought to the hotel, creating a relaxed and decompressing living environment for users. At the same time, Atour 40 is committed to creating an immersive and high-quality deep sleep experience for users. At least one deep sleeping floor has been added, and the deep sleeping room has been fully upgraded in terms of sound insulation, sleep, and intelligence. And set up 3-6 meditation rooms in each deep sleep floor, with the bedding upgrade of Atour Planet, the addition of intelligent one-key sleep function, and the product configuration of sleep aid**, sleep aid fragrance.
And the whole season was recently upgraded to 5One of the highlights of the 0 product is the access of intelligent applications. Intelligent voice guest control, so that users can enjoy more and more intimate services with fewer actions;Automotive-grade intelligent guest control, people can use voice to control the curtains, air conditioners, TVs and lights in the guest room by calling "hello".The automotive light guide technology makes the ambient light in the guest room softer and more energy-efficient, and can reduce the power energy by about 40% compared with ordinary lighting. The digital touch panel can meet the atmosphere needs of guests in different scenes.
As a hotel brand focusing on business travelers, how to meet the needs of contemporary travelers at the same time for work and lifestyle has become a key consideration in product upgrades. Home Inn Hotel 40 In terms of space, give full play to the flexible scheduling ability of the scene. For example, it creates a relaxed and elegant living room atmosphere in the social lounge area, providing flexible social space and office meeting space for business people. At the same time, the public area and the restaurant can be flexibly switched, after the meal, considering the needs of customers to work and socialize in the public area, the restaurant can be shared with the public area or used separately to maximize the efficiency of the public area. This also maximizes the efficiency of space utilization and cost management, helping owners to increase their investment returns.
As of now, Home Inn Select Hotel 4Version 0 has been implemented in Xi'an, Wuhan, Yinchuan and other cities, and will be deployed in the form of upgrading and renewing existing hotels and landing new incremental hotels.
Although, based on the development of the times, market opportunities, and changing consumer trends, the optimization and iteration of products has become a necessary measure for the development of enterprises, but there are also many considerations for the landing and promotion of new products.
Xia Zifan, chief consultant of Lausanne Hotel Management Asia Pacific, said, "In large-scale groups, there is no promotion problem, because it has relatively stable franchisees, as long as there is no significant adjustment in cost, franchisees are usually acceptable." I am most afraid that the cost of a single house in the iteration process is higher than the investor's expectation, which will make the franchisee skeptical about the product and question the future profitability, after all, investment and return are always a link relationship. ”
The other is that the product iteration is too violent. In this regard, startups should consider carefully, after all, there are not many stores, the popularity rate is not wide, and the frequent color matching can not focus on highlighting the characteristics of the brand, which will distract the brand. It is recommended that in the product design, only the details and soft decorations should be perfected, and the main color should not be easily changed. Xia Zifan added.
The integration of business and travel accelerates the development of the sinking market
For brands, in addition to doing a good job of the product itself, as a necessary way to bring the product to the market, the selection of channels is as important as the construction.
Experts in the hospitality industry believe that the consumer market of the hotel industry is undergoing significant changes, and social networking has given birth to more niche tourist destinations that have attracted the attention of the public, and the second- and third-tier markets where niche tourist destinations are located have become the stock market that wine companies pay attention to by virtue of their huge population base, rapidly growing consumer demand, and the market share and chain conversion rate that are not as good as those in first- and second-tier cities.
As consumers are increasingly preferring in-depth tours with characteristic ecology and natural environment, staying in characteristic hotels that combine unique local tourism resources, the overall RevParr of Green Hotels' characteristic brand snow hotels in Xinjiang exceeds 2,000 yuan. Overall, while the recovery of first-tier cities is still in the lead, the development potential of third-tier cities and below cannot be ignored. Xu Shuguang, chairman of Green Hotel Group, mentioned in an interview.
Ji Qi, founder of Huazhu Group, believes that the advantages of brands and chains are becoming more and more prominent, and the chain rate of hotels in China has gradually increased in recent years. At present, the chain rate of China's first-, second-, third-tier and fourth-tier cities is % and 14% respectively, compared with more than 70% in developed countries, China's third- and fourth-tier cities have more room for growth.
Under the influence of this trend, it may become the consensus of mid-to-high-end hotels to shift their business strategy to the layout of third- and fourth-tier businesses.
According to the combing, among the newly opened stores in New Century Mingting in 2022-23, second- and third-tier cities account for 60% of the total number of newly opened stores in the country;Most of the newly signed hotels and newly opened hotels of Jin Jiang Hotels (China) last year were concentrated in mid-range and above brands, and most of them were distributed in the "sinking market".In October last year, Lavande Hotel opened four consecutive stores, all of which were located in lower-tier cities, namely Liaocheng in Shandong Province, Tonghua in Jilin Province and Hulunbuir in Inner Mongolia.
At the same time, BTG Homeinn Hotel Group has also continued to accelerate the layout of the sinking market, and Sun Jian, general manager of the group, said: "In the future, we will focus on promoting the vertical expansion of mid-to-high-end hotels in the sinking market and accelerate the pace of opening mid-to-high-end products. It can be said that in the next three years, BTG Hotel Group will do a 'big make-up' action in the mid-to-high-end market, and catch up with it with its brand advantage and sinking execution. ”
Text: Meng Lingjin.