WeChat***Space Secret Detective" (ID: mespace007), author: Wu Yuwen.
Recently, Country Inn & Suites Hotel will sign a contract with Wuhan Xunlimen Hotel project at the end of this year, which is the first batch of hotels in Central China at the beginning of the yearAfter 0*** landed in Wuhan, it "continued the frontier" with Wuhan. Since Country Inn & Suites entered the Chinese market at the end of 2019, 248 hotels have been signed across the country in four years, and the number is still growing. As a benchmark for mid-range hotels with international genes, Country Inn & Suites by Country has developed rapidly in China. In this issue, the [Susu] column will take Country Inn & Suites as an example, how does the development of international mid-range hotels in the local market "conquer the city" and cast the key to success?
Focusing on Wuhan, Liyi "ran all the way" in the Central China market
Country Inn & Suites by Country Inn & Suites by Country will sign a contract with Wuhan at the end of the year, which is actually the third round of action by Country Inn & Suites by Country Inn & Suites in Wuhan this year It is understood that Wuhan Xunlimen Hotel is located in the commercial center of Wuhan, with superior geographical location and convenient transportation, adjacent to Jianghan Road Pedestrian Street, Wuhan Plaza, International Convention and Exhibition Center and other places, with obvious regional advantages, which is the best choice for business travel and tourism, and is also in line with the brand positioning of Country Inn & Suites.
In March this year, Country Inn & Suites opened its first 20*** landed in Wuhan Optics Valley Science and Technology Convention and Exhibition Center, and renovated and upgraded the hotel after 2Version 0 was brought to you for the first time, marking a new stage of development for the Country Inn & Suites brand in the Chinese market. At the end of June, Liyi 20The new product launch conference officially opened in Wuhan Caidian, and it is also the grand opening of the Country Inn & Suites in Wuhan Caidian Changfu Industrial Park, which is the 2It is not difficult to find that Country Inn & Suites is taking Wuhan as a strategic location and carrying out a series of layouts.
Why Wuhan?First of all, Wuhan, Hubei Province is located in the center of central China, is an important comprehensive transportation hub in the country, the city has developed transportation, is a collection of high-speed rail, subway, tram, BRT bus rapid transit in one of the ultra-efficient road network area, increased business travel, the circulation of surrounding resources speed. Secondly, Wuhan has abundant tourism resources, and the blessing of scenic spots such as the Yellow Crane Tower, Hankou River Beach, and Yangtze River Bridge has attracted a large number of tourists. In addition, Wuhan has developed rapidly in recent years and has achieved remarkable results in industrial development, becoming a "strong magnetic field" for talent drainage. As Hou Peng, CEO of Country Inn & Suites by Country Hotels, said, "Wuhan Hubei Province is located in the heart of Central China, and 50% of the future development of Country Inn & Suites will be in Central China, and being located in Wuhan will allow me to reach any branch within 4 hours." It is precisely because of the continuous acceleration of Wuhan's development in recent years that the frequent actions of Country Inn & Suites in Wuhan are actually the strategy of Country Inn & Suites in Central China.
Central China is located in the core of China, connecting the southeast and northwest, mainly including Hubei, Hunan, Jiangxi three provinces, although the number is not dominant, but the geographical position is superior, rich resources, large population, economic development, at the same time, with the saturation of South China, East China market saturation, East China has gradually become a hot track for hotel brands to compete for the first place. In addition to Country Inn & Suites, in fact, in recent years, major hotel brands have begun to carry out a "beach war" in the central China market, Intercontinental and Hilton Group, which have been deeply involved in Central China for many years, and the newly joined Accord opened three in Hubei in the first half of the year, and Shangmei and Dongcheng set up headquarters in Central China. The potential of the Central China market has made the hotel competition more and more fierce.
In fact, the management center of Country Inn & Suites Hotel has been deeply cultivated in Wuhan for many years, and when perceiving the development potential of Wuhan and East China market, Country Inn & Suites signed a new project to lay out Wuhan again, hoping to take advantage of Wuhan's geographical advantages to gradually expand the chain scope of hotels in Hubei and promote the coverage of Country Inn & Suites brand in Central China.
Liyi's four years in China have also encountered challenges
It is understood that the number of Country Inn & Suites hotels in the world has exceeded 700, and the number of local contracts in China has exceeded 200. Country Inn & Suites has been in the Chinese market for four years, and under the blow of the cold winter of the hotel industry, it still has achieved such excellent results, and Country Inn & Suites is a well-deserved "dark horse" in the industry.
Founded in 1987, Country Inn & Suites is one of the world's largest hotel groups.
1. The brand under the Radisson Hotel Group, the first luxury hotel group in Europe, and the 7 unique brands of the Radisson Hotel Group, with 1,700 hotels in 120 countries around the world. Country Inn & Suites by Radisson is the largest and most stored-in brand of the Radisson Blu Group. At the end of 2018, Jin Jiang Hotel Group, the world's second-largest hotel segment and Asia's No. 1 hotel group, acquired Radisson Hotel Group. In 2019, Country Inn & Suites by Radisson Hotel joined the brand matrix of Jin Jiang Hotels (China) with Radisson Hotel Group, beginning the development of Country Inn & Suites in China.
When Liyi first arrived, she encountered the "dismount" of the domestic epidemic. According to relevant data, in 2020, only during the Spring Festival, the average loss of hotel operating income in the country was 6781%, and the turnover loss of the accommodation industry exceeded 67 billion yuan. Under the huge blow of the epidemic, a large number of hotels in the epidemic area were forced to close, the room occupancy rate was close to zero, and the investment of hotel enterprises also suffered huge losses. In 2021, Liyi will focus on providing investors with more accurate and professional guidance through offline investment salons, special subsidy support, and one-to-one operation guidance, and through the integration of the group's resources and advantages. After the launch of the plan, it was widely praised by the industry, and even due to the impact of the epidemic, Country Inn & Suites signed more than 50 contracts in China in more than a year, covering more than 40 cities.
While expanding, Country Inn & Suites is also keeping an eye on the changes in the domestic hotel market. According to Ctrip statistics, the number of hotels closed in China reached 150,000 in 2020 alone, most of which are independent hotels. This made Country Inn & Suites feel the disadvantage of independent hotels' weak anti-risk ability, and also allowed Country Inn & Suites to see a new blue ocean of investment - the stock market.
According to data from the Asia Hotel Big Data Research Institute, there are about 920,000 independent hotels in China's hotel stock market, accounting for more than 85% of the hotel industry. Domestic hotels have entered the era of stock, and under the influence of the epidemic, independent hotels are struggling, so the chain of independent hotels has become the "ultimate way". In this context, the criticality of the brand has become more and more prominent. In the battle for mid-range hotels, the brands that can take the lead in capturing the hearts and minds of consumers will surely win more market share. Through the detailed analysis of market trends, Country Inn & Suites by Country continues to broaden the scope of contact between brands and consumers, so as to achieve in-depth interaction between brands, products and services and consumers. This series of initiatives has enabled Country Inn & Suites to "hold its ground". Over the past year, Country Inn & Suites has seen a high number of signings**, especially with the launch of 20 branded products. Subsequently, in March 2023, Country Inn & Suites by Country successfully converted 20 brand *** was officially introduced into Wuhan, opening a strategic layout in the East China market.
With the right strategy, Country Inn & Suites' strong group endorsement also lays the foundation for it to win the favor of the market. Relying on Jin Jiang International Group and Radisson Hotel Group, Country Inn & Suites has sufficient superior platform advantages, such as sharing nearly 1900 million member traffic and more than 200,000 corporate key customer resources of Jin Jiang Hotel business travel. And under the "escort" of the group's ** chain, it has greatly shortened the return cycle of investment in Country Inn & Suites, and by virtue of Country Inn & Suites' own "European" design genes, the unique modern collision classic design style has won unanimous praise from consumers and the industry.
Precise strategy, strong group support, and rapid product upgrades have enabled Country Inn & Suites to develop rapidly in the domestic market at a dark horse speed. Up to now, Country Inn & Suites has signed 248 projects nationwide, including 105 new projects in 2023, 34 projects have been successfully signed in Central China, 11 projects are about to reach cooperation, and 10 stores have been opened, demonstrating Country Inn & Suites' strong market performance. Since entering the Chinese market, Country Inn & Suites has won many awards such as "Outstanding Hotel Brand with Outstanding Return on Investment", "Outstanding Design Hotel of the Year", "Business Hotel Brand with Investment Potential in the Hotel Industry", and "Most Popular Hotel Brand for Business Travelers of the Year", confirming its brand value and becoming a "leader" in the industry.
How to cast three keys to success in the "Pleasant Place".
With the upgrading of the domestic consumer market, the current hospitality market continues to diversify, in order to better meet the diverse needs of consumers and highlight the product competitiveness of the brand, Country Inn & Suites is also constantly upgrading its products. NEW 20 upgraded products, mainly focusing on "business travelers", the "pleasant place" created by Liyi has brought new highlights to consumers and the entire market.
Craftsman design
In the era of "good looks", good design is enough to become productivity. Country Inn & Suites by Radisson has long been known for its design at Radisson Hotel Group, which is backed by what has been described as the "godfather" of the Radisson Blu Luxury Royal Hotel in Copenhagen. And Liyi is also inheriting such excellent aesthetic design genes.
2.The 0 version of Country Inn & Suites follows the brand's design concept - "Star Design", with a team of design elites from all over the world forming a team that integrates functionalism and pragmatism. Replace 1. with bright and subtle colors such as crystal blue, pine green, and high-grade grayThe soft and warm natural tones of the 0 version, while adding artistic atmosphere to the space with oil paintings, three-dimensional flowers and other decorations, highlight the delicacy and leisure of the room, and create an elegant and not cold living environment for travelers, becoming a rich and layered space. In addition to this, 2The 0 series has also added multiple scenes such as a library area and a welcome corner in the lobby of the hotel to improve the diverse experience of consumers. With its modern and simple design style, Country Inn & Suites won the awards of "Outstanding Design Hotel of the Year" and "Outstanding Business Travel Design Hotel Brand of the Year in China", which is also a high recognition of Country Inn & Suites by Country Inn & Suites in the industry.
See the service of Weizhiyi
The logo of Country Inn & Suites by Country is a rose, which originates from ancient Greek mythology and symbolizes sincere friendship, which is also the brand service concept that Country Inn & Suites has always followed - to provide sincere and considerate service to travelers whenever and wherever they want, and to make them "happy" with their hearts. Country Inn & Suites will bring such "heart service" to every corner of the hotel.
From the lobby, you can feel the heart of Liyi, and the lobby image team not only becomes the "façade" of the hotel, maintains the lobby image and environment, but also conveys warm greetings and services to guests. 2.Version 0 adds a special service unique to Country Inn & Suites - Chief Butler, which provides guests with private services and further allows them to feel the quality of life. The Joy Gourmet Service offers a combination of international and local breakfast (waffles, freshly baked cookies, etc.) and specialty coffee at any time. If a traveler accidentally misses breakfast time, Country Inn & Suites' morning service will provide guests with breakfast that can be eaten on the road. In addition, in order to meet the needs of guests for food and beverage at night, Country Inn & Suites also has a special late-night snack service. Country Inn & Suites also provides travelers with "one step further" to rent and forget to bring items, so that they can "sit back and relax".
Liyi 20 personalized and considerate service, adhering to the service slogan of "Yes, We Bank", provides passengers with a 360° accommodation service experience, and makes them feel at home.
Connect your and my experiences
Country Inn & Suites hopes to create a more comfortable and free accommodation experience for travelers through a multi-dimensional combination of space and products, meet the various needs of travelers, and become a benchmark store for a new generation of business travelers.
Liyi 2The newly launched executive floor in the 0 product, through the design partition, separates the executive suites separately or sets them on an independent floor, which meets the needs of "business travelers", which not only shows the distinguished enjoyment space provided by the hotel, but also avoids noise interference. X-Spaces as Country Inn & Suites 2One of the new highlights of 0 is that the dual requirements of work and entertainment are realized through multi-functional furniture and MAXHUB efficient intelligent conference screens, which not only meet the meeting and work communication needs of "business travelers", work in a quiet and comfortable environment, but also meet the needs of passengers for entertainment in an independent and quiet environment. Country Inn & Suites has created an environment that provides guests with a flexible, comfortable, private and non-rigid experience. There is a certain connection between guests and between the hotel and guests, and not just a unique feeling.
International genes, how to lead the new wave of domestic business travel
Since the beginning of this year, with the relaxation of travel policies, the demand for business travel has been further released, and the mid-to-high-end consumer groups have become the mainstream. However, Country Inn & Suites, in less than five years after entering China, has become a "leader" in the mid-range business travel market, and how it has opened up the road to brand growth can be summarized as follows, which may bring a little reference to the wine and tourism industry.
Unusual market positioning
The hotel industry has entered the era of stock, and various hotel brands are constantly innovating and developing to meet the upgrading of consumer demand.
When Country Inn & Suites entered the domestic market, it re-flopped the market positioning, shifted the original foreign vacation-based positioning to the business travel market, got rid of the "comfort zone", and chose a new target market, and the development of the domestic business travel market also confirmed the "foresight" of Country Inn & Suites. According to the "2022-2023 Business Travel Management Market***" released by Ctrip, 84With 5% expecting domestic travel budgets to grow in 2023, this year has proven to be a year of recovery. Liyi 2The debut of 0 products is to catch up with this wave of domestic business travel "boom". According to the operating data of Jin Jiang Hotels (China), the performance of the Country Inn & Suites brand in Q1 2023 is eye-catching, with the overall occupancy rate, rooms** and RevPAR all exceeding the same period last year.
Ingenious regional strategies
East China and South China have always been the "feng shui treasure land" for the development of hotel groups, and Country Inn & Suites by Country has entered the Chinese market, after analyzing the domestic market, the development area is mainly focused on Central China, and Country Inn & Suites will be located in Wuhan, which can be clearly based on Central China is Country Inn & Suites' firm location strategy.
As the main artery of China's geographical location, Central China has rich tourism resources, and at the same time, the rapid economic development in recent years, and the hotel market in Central China, the current hotel chain rate is low, and the hotel brand is few, so there is a certain space for development. According to the "2022-2023 Business Travel Management***" released by Ctrip, since the recovery of China's business travel market this year, Wuhan has become a new member of the list of "popular demand places for business travel", which is also "heart-to-heart" with Country Inn & Suites, which is committed to building a mid-range business hotel. Liyi will be the first 20*** landed in Wuhan and was held in Wuhan 20 product refresh launch conference, and is accelerating the signing of the project in Wuhan. In addition, if you choose Wuhan, you can also get help from Lavande Hotel, which is also part of Jin Jiang Hotel Group. Liyi is planning to adopt the iron bucket tactic, taking the Central China market as a point and then radiating the whole country.
A unique brand culture
In order to stand out in the fierce competition in the market, the hotel's own brand culture has become the core force in the market competition. The brand building is still based on the hotel's active exploration of consumer needs, looking for the focus of improving the consumer experience, and making a truly unique brand.
Country Inn & Suites is in upgrade 20 brand, not only from the space design "makeover" with bright and textured colors to create an "exclusive business card" for themselves, but also in order to better serve the business travel market, amplify the most core service for business travelers in the hotel full service category. With the executive floor, chief butler and Si space as the main brand highlights, it provides a more professional and diversified exclusive space for business travelers, perfectly matching business and leisure, and the unique accommodation experience created by Country Inn & Suites by Country Inn & Suites by Country Inn & Suites has improved its product differentiation and deepened the brand core more accurately.
To sum up, since Country Inn & Suites entered China, with its own unique brand culture, strong operational capabilities, strong group support, and in-depth insight into the market, it has maintained an iterative and upgrading action, continuously injecting new vitality into its own brand, and gradually becoming a benchmark store for business travel. Country Inn & Suites is leading the new wave of domestic business travel in the new urban era with hard work, humility and positive attitude, and leading the mid-range hotel market to create more possibilities.