Today's hotel market has entered the era of stock transformation, and a large number of hotels are changingBut many hotels are clearThe money spent on the renovation was far from what was expectedWhat's the problem? Today, I brushed up on the Internet celebrity Juanzi's suspected plastic surgery but was ridiculed**, and I suddenly thought of the hotel's transformation-FaceliftIt is also a kind of "transformation", although one is for "people" and the other is for "hotel", but both are "transformation", so the two can be compared. Today, with this gossip, let's talk about the pit of the hotel renovation. 
Juanzi's "transformation".
Who is Juanzi? A hot meme last year:"The world is a huge juanzi".The protagonist. She started by imitating the delicate woman Da Mengli, the kind of imitation of the low-profile version. Netizens were ridiculed at first, but slowly they vaguely saw the "truth of the world" in her:Juanzi clumsily imitates the middle class, isn't the middle class imitating the rich? And Juanzi's tense, loose and scarce appearance is not a portrayal of herself? As a result, Juanzi's popularity continued to rise. She can finally get out of the circle, and her appearance is very great. Her face is thin and long, with small single eyelids, which is very recognizable, and she is jokingly called "pecan face" by netizens. Many bloggers imitated and made fun of her makeup, forming a large number of secondary dissemination, which helped Juanzi become more popular. With traffic, Juanzi, who was ridiculed by the group, started a journey of "transformation", and was suspected of cutting her double eyelids during the Chinese New Year, but was ridiculed by netizens:It is better not to look old and ugly, than to be ...... tidyI read the ** circulating on the Internet, in fact, it has become beautiful, but it is really not the sense of counterattack of the makeover. It can't be said to be a failure (people are still recovering), but at leastIncomplete success. What's the problem? A detailed look at the reasons is also quite instructive for our hotel renovation. Juanzi stepped on 3 pits in this "transformation": 1It's not the one that is transformedCore issues
Juanzi has her eyes in shape, but the biggest problem with her face is not her eyes. It's a face plate. Her face was long and narrow, and the middle and lower courtyards appeared long. 
Because the frame of the face is like a thin mouth bottle, there is no room for the development of the left and right jaws, so they break forward and backward, resulting in cramped dental arches and a bit bald when viewed from the side. In other words, her biggest bug is the facial skeleton - of course, the effect of the eyes is not prominent. (I am not an expert in plastic surgery, only based on the intuitive feeling of painting portraits, if there is anything wrong, please skip it).
What about hotel renovation? A lot of investors in the transformation,Change is not the core problem of the hotel. Obviously, the lesion is in the spleen and stomach, but it goes to treat the heart and lungs. For example, the most dissatisfied with the customer is parking, but the owner goes to renovate the lobby; Obviously, the root of the disease penetrates deep into the viscera, but the powder is applied to the surface. For example, the customer is most dissatisfied with the noise, but goes to renovate the wall and linenThe medicine is not the right oneOf course, the transformation cannot achieve the best effect. 1. Lack of user perspective during transformation.
Juanzi's transformation this time satisfies her needs for wanting to be beautiful. But she is a traffic blogger who debuted by "judging ugliness". Just like when Jia Ling ate herself fat and fought for a position in the comedy circle, her highly recognizable appearance is the traffic trump card in her hand. Rash plastic surgery, for a commercial anchor like her, there is a lot of uncertainty, so some netizens are worried about her:Juanzi was confused, and the traffic password was gone......After all, Jia Ling has also been fat for many years, and after being the absolute head of the comedy track, and after accumulating countless audience popularity, she decided to transfer to the director track before she dared to **. 
Many owners also start from their own needs when renovating their hotelsTake precedence over your own will. I once met a female owner, very literary, and has been entangled in the design during the renovation, insisting on choosing a small fresh main color, and insisting on making a hotel dominated by male business guests delicate. I've also seen more exaggerated: an older investor, who chooses decorative paintings, loves "flowers bloom richly" (that is, the kind of big peony flowers)"...
3. Lack of holistic view during transformation.
There is a principle for plastic surgery:First the skeleton, and then the facial features. It means that only by adjusting the facial frame first, and then adjusting the facial features, can the best effect be achieved. When the hotel is renovated, you can't see the trees without seeing the trees. Don't dive headlong into the details first, make sure that the basic plate is okay. What is the basic plate of a hotel?
Is there a clear differentiated positioning of the hotel in its own competitive circle? Do you know your customer positioning? Do you have a core value that attracts these customers?If the above basic disk is okay, then you can**weak change**, how to change the differentiation?
But if the basic plate is crooked, we must first assess whether the basic plate can be recovered, otherwise it is like carving on a rotten wood, and no matter how flowery it is, it will be in vain. I have met a hotel before, because of the business decline and transfer, the receiver thinks that he spends one or two million, and the hotel can change his life against the sky, but the problem is that the reason why the business of this hotel has declined is not because it is broken or old, the root cause is that the surrounding wholesale market is to be relocated, the source of customers is gone, and the customers are not coming, which belongsThe foundation has been shaken, and no matter how much the details are transformed, it is difficult to recover the decline of the mountain. I disagree"The devil is in the details".Strategy is the key to success or failureWhen renovating a hotel, don't get caught up in the details as soon as you come upThe direction is wrong, and the details are meaningless. So when the hotel is renovated, how can we avoid detours? In the general direction, we must do the following three things: the transformation plan prescribed without diagnosis is like licorice soup, which cannot kill people if eaten, but it cannot cure the disease. Through the analysis of the hotel's historical performance and the comparison with the sales data of competing products, investors can gain insight into the real reasons for the hotel's poor performance, that is, to identify the lesions, and then distinguish the syndrome and treat it, and specify a targeted transformation plan. The renovation of old hotels, especially medium and heavy renovations, is actually a one-time thingRetarget。The positioning of the hotel is determined by the four elements of "competition for room and people". Transformation, change is"Room".How to change this room? Of course, it is necessary to consider the changes that have occurred in the other three elements (competition, people, and field). 
By the time a hotel has been in operation for three to five years, the surrounding hotel market has usually changed a lot compared to when it was first built. For example, some of them had only one store in the vicinity at that time, and they had exclusive market and pricing power. And now there are several hotels with the same positioning, and everyone is crowded in the same tank to grab food and fight. In other words, the "competition" in the fourth ring has undergone great changes, and when formulating the renovation plan, it is natural to re-evaluate, should the hotel be repositioned? Under the new positioning, how to draw up a transformation plan? Then we will examine the specific content of the transformation plan.
Does it fit the hotel's positioning? Has the positioning been strengthened? Do you reinforce your core values?Transformation is to increase or strengthen certain functional values and emotional values. The investor must be clear about his hotel: ** must be changed? **Can you use it first? Is it a one-step change? It's still a change ...... the planInvestors should first start from the needs of customers, rank the value and importance of the parts that need to be "facelifted", and then combine themselvesfinancial strength and investment objectives, and formulate an effective and feasible transformation plan.
The 2023 China Accommodation Industry Market Online Word-of-Mouth Report shows the ranking of negative reviews of customers in different grades of hotels, and it can be clearly seen that the requirements of customers for hotels to provide value are significantly different for different hotel positioning. Investors refer to the customer value requirements of different grades of hotels, and then combine the specific situation of their own hotels, and first classify the points to be prepared for renovation according to these five items: l Essential attributes: the functional value that must be had, it will never work without it l Charm attributes: It is better to have it, and the value that can be accepted without it l Expectation attributes: customers want to have, and if there is no value that will be very disappointed l No difference attributes: dispensable, indifferent functions l Reverse attributes: It is better to have than not, which is disgusting and embarrassing
When reviewing the renovation plan, I kept silently thinking in my heart:All transformations that do not respect the needs of users, areHello
Write at the end. If you want to get the best results from plastic surgery, you must have a certain "beauty quotient". It is to have an objective cognition of one's mother's face, a cognition of the popular aesthetic trend in society, a cognition of one's long-term goal of plastic surgery, and a cognition of the identification of plastic surgery doctors. People with this kind of beauty quotient are more likely to develop a rational and sustainable plastic surgery plan, step by step, to achieve the most ideal appearance. In the same way, when renovating a hotel, investors also need to have a certain amount of"Conversion of business".。Just like "American businessmen", investors have an objective understanding of their own hotels (what is the biggest bug in their own stores?). What's the best feature? Awareness of hotel consumption trends (what's trending right now?) What are the future trends? Have a sense of the long-term goal of your investment (is it a small amount of investment to quickly return to the cost and exit?) Or reinvest into long-term holdings? or other goals) have a discriminatory cognition of the renovation design and construction unit (according to their own "condition", choose the right "doctor") with such a "change business", when renovating the hotel, it is possible to use a smaller input cost to leverage a greater counterattack opportunity. How is your "business change"?