On December 19, 2023, Zhonghao Hotel Group and Licheng Group held a strategic cooperation signing ceremony at Ctrip headquarters in Shanghai. Peng Jihua, Co-founder and President of Zhonghao Group, Lu Yun, Vice President of Ctrip Group and CEO of Licheng Group, Zhang Hui, Co-founder of Zhonghao Group and Vice President of Group Finance Center, Xiong Xiaoying, Co-founder of Zhonghao Group and Vice President of Group Operation Center, Hu Jie, Co-founder of Zhonghao Group and Vice President of Group Centralized Procurement Preparation Center, Lin Yanfang, Human Resources Director of Zhonghao Group, Liu Jianhua, President of Licheng Group Wine Management, Xu Ye, General Manager of Wine Management Operation Center, Zhang Ke, General Manager of Wine Management Business Development, Wang Huadao, deputy general manager of wine management business, attended the signing ceremony.
As an innovative hotel brand born and grown in Shenzhen, the capital of innovation, since its establishment in 2015, Zhonghao Hotel Group has been committed to creating hotel products and services with unique style, design aesthetics, health and environmental protection, full of kindness, warmth and interaction, in addition to meeting the common needs of consumers, and creating a new generation of urban quality life experience. In 2021, Zhonghao Hotel Group established and entered the rapid development stage of "scale and chain", in the face of the new demand and new situation brought by new development, Zhonghao Group is well aware of the brand value and high-quality development essentials, and this cooperation with Licheng Group is also a strategic decision to adhere to long-termism and long-term development-oriented.
With the advent of the new business era, users' demand for travel and life experience is constantly adjusting and growing, and user data analysis is of great significance to hotel operation and management. As a hotel digital operation service provider under Ctrip, Licheng Group has accumulated a huge and refined data resource base with integrated systems and data as the infrastructure, integrating online and offline scenarios, demand and supply, and using the combination of big data. According to the strategic cooperation agreement, Licheng Group will open and share its own data resource library with Zhonghao Hotel Group, provide system data support, and deeply understand customer needs and improve customer satisfaction for the subsequent operation and management of Zhonghao HotelCustomer segmentation and customized services to increase customer loyalty;Provide evidence-based and quantifiable data indicators and perfect solutions for marketing activity monitoring and marketing effect improvement, and continuously enrich the lifestyle products, improve service quality and stable supply of high-quality experience of Zhonghao Hotel Group by accurately grasping consumer preferences. At the same time, in the daily store operation management, digital tools are used to provide targeted operation suggestions, in-depth analysis of user reviews and service data, improve hotel operation service capabilities, and solve problems such as operation and management.
In addition, Zhonghao Hotel Group will also build a dual-brand membership system with Licheng Group, expand the member traffic pool, obtain the support of Licheng's omni-channel traffic, and continue to empower brand value and efficient management and operation capabilities, which will also inject new impetus into the hotel's revenue and achieve rapid growth in hotel performance.
On the other hand, Licheng Group will rely on the more comprehensive, refined and accurate traffic precipitated in the field of hotel development to provide strong big data support for the development of Zhonghao Hotel brand, and rely on the advantages of Zhonghao brand and Licheng traffic data to provide decision-making support and strategic guidance for Zhonghao Hotel Group to enter the stage of high-quality growth, accelerate the large-scale development of Zhonghao Hotel Group, promote Zhonghao Hotel Group to quickly enter the national layout stage, and lay a solid foundation for the new three-year development strategy of Zhonghao Hotel Group.
In the third quarter of this year, driven by the rapid growth of travel and accommodation demand, especially the significant increase in summer demand, its hotel brand Zhonghao International Hotel (Guiyang Grand Cross Branch) won the first place in Ctrip's high-end hotels in Guiyang after half a year of opening, setting a comprehensive occupancy rate of more than 100% for 37 consecutive days, and the highest RevPar in a single day exceeded 1,000 yuan. This excellent data also verifies Zhonghao's advantages in the local mid-to-high-end hotel brand market, and at the same time gives Licheng great confidence in the cooperation between the two parties.
With the signing of the strategic cooperation between Zhonghao Hotel Group and Licheng Group, and the development of in-depth cooperation between the two brands, it not only marks that Zhonghao Hotel Group will become an important member of the alliance system of Licheng Group, but also an exploration of Zhonghao Hotel hopes to promote the hotel industry in the new market cycle and face the future through innovative attempts. In the new three years, Zhonghao will join hands with Licheng to promote the development of its three mid-to-high-end hotel brands "Zhonghao S", "Zhonghao International" and "Zhonghao Yueji", and create an incremental goal of 1+1 2 through in-depth integration of customer resources and data resource cooperation, so as to help Zhonghao Hotel brand enter the fast lane of high-quality development and truly achieve a win-win situation in scale and efficiency.