She is beautiful, she is a trend-setting urban beauty, and she is also the main force of the family. Today, she is more and more confident in her travels, and she is more and more willing to express herself and walk towards beauty, looking forward to relaxing herself in unique and interesting travel experiences. During the trip, the hotel is the destination and experience place in her eyes, and she has different expectations for the hotel at different ages and identities.
On the occasion of International Women's Day, the reporter interviewed female consumers of different ages and roles such as Generation Z, professional women, "Bao Ma" and "New Elderly", and listened to their different expectations for the hotel. At the same time, the reporter also found a number of hoteliers and asked them to spoil her, love her, and care for her from multiple perspectives to meet her diverse new expectations.
Guests say they want a more comfortable experience
I hope the hotel is fun and relaxing", "quality service and unique experience are a plus for the hotel", "if the hotel can make the baby happy, our whole family will be satisfied" ......What kind of hotel can impress her, let's listen to her.
Energetic and energetic:
In the view of Yimeng, a post-00s girl, the first thing to choose a hotel is safety. "This is what my parents are most worried about, and the first thing I do every time I go out to check in to the hotel is to report the location and environment to them. In addition, the hygienic conditions of the hotel should be good, the bedding should be comfortable enough, and the guest rooms should be equipped with branded toiletries, hair dryers, and good quality coffee and tea bags. I am also concerned about the newness of the room facilities, the convenience of the smart home, and the view outside the room. Taste is also very important, for example, whether the smell of the lobby fragrance is good reflects the taste of the hotel. ”
Yi Meng told reporters that she also likes hotels with immersive script killing projects. "My girlfriend and I have been to a hotel in Chengdu, where the decoration style is very retro, and everyone has a stronger sense of immersion after changing their gorgeous costumes. We did a spa while taking clues, which was very comfortable, and we also took a lot of beautiful **, and the two days and one night passed quickly. Although it is a trip, I also hope that the hotel itself can have a down-to-earth and fun project. ”
Go to a city that has been 'planting' for a long time, choose a well-located hotel, order a bunch of special food, let go of eating, watching dramas, and then sleep comfortably for a night, enjoy a short period of freedom, and don't have to think about 'cleaning up the mess'. "Similar to Yimeng, this is the state of Xiao Lu's hotel where he is studying in college. In her opinion, a night in a hotel is much more relaxing than a noisy dormitory. "I usually choose a chain brand hotel so that safety, hygiene and service are guaranteed. ”
She's busy with work:
I took a lot of luggage when I traveled, and was there a service staff at the hotel door who offered to help? Is there someone to coordinate waiting in line at check-in? These affect my first impression of the hotel. Wei Fang from Heilongjiang said. Because she travels a lot, she is called a "trapeze artist" by her colleagues, and because she is always on the go, she attaches more importance to the comfort of the hotel.
In Weifang's view, the quality lies in the hotel's handling of details, such as the comfort and cleanliness of the bedding in the room. Women are more sensitive to temperature, if you go to a hotel in the south in winter, the air conditioner in the guest room is turned on in advance, and the hotel water heater produces hot water quickly, which will make her feel good about the hotel.
When choosing a hotel, Weifang will pay attention to whether there is a laundry and quick drying service. "Women bring a lot of clothes with them, and it would be easier if they could be washed and dried quickly. ”
The first thing that struck me about the hotel was the visuals and design. The quality of a hotel is not judged by the high-end of the equipment and facilities, but whether it is attractive. Deng Xiang, who works in Beijing, told reporters. After 80, she understands life very well, even if she goes on a business trip, she has to pick her favorite hotel.
Deng Xiang still remembers two hotels with a strong sense of design, one is a hotel in Maitreya, Yunnan, and the other is a hotel in Guiyang, Guizhou. "The first hotel is eye-catching, the castle-like post-modern red brick building is very designed, and there are art galleries and museums around the hotel, which is very outstanding; The second hotel is next to Qingyan Ancient Town, which is very rich in activities, with staff to take to the ancient town to ride, do handicrafts, you can travel at night at night, and the hotel also has 24-hour catering**. Sometimes I spend an extra day in the local area after work, and I am impressed by the fact that I don't have to worry about travel strategies. ”
She travels with a baby:
When traveling with a baby, the first thing to choose a hotel is safety, and the second is hygiene, so I usually choose a mid-to-high-end hotel, so that at least the accommodation experience is guaranteed. Zhang Xiao, a two-and-a-half-year-old daughter from Shanxi, shared that the hotel's ability to meet the needs of her children was the key to her choice. "For example, whether there is a small playground suitable for children, children's pool, whether there are toiletries and slippers for children. If the hotel didn't prepare these, my daughter would ask me 'Mom, why don't I have it?' ”
In addition, whether the hotel has rich activities is also what Zhang Xiao values. "Especially cultural and handicraft activities, I usually take my children to this kind of course, so the hotel has these activities will be more attractive to me. Zhang Xiao said.
Cao Xiaoting, a "mother" from Shandong, told reporters that in terms of hardware facilities, if the hotel sets up a third bathroom in the public area, it will be more friendly to parent-child families. "When my son was young, he needed to be taken care of when he went to the bathroom, and if there was a third bathroom, it would have avoided a lot of embarrassment. ”
Cao Xiaoting also attaches great importance to children's exploration and closeness to nature. She told reporters that when her son was in elementary school, she would take him to a hotel in Fangshan, Beijing, every summer vacation. "The hotel has a tree house where you can feed the small animals. We also take a walk through the woods next to the hotel, and my son is particularly fond of the fact that he can pick mushrooms the size of his palm. Cao Xiaoting said, "When my son is older, I will take him to more places to travel, and I want him to have a rich cultural experience." Therefore, I will pay attention to whether the hotel has local cultural activities. ”
Silver-haired and elegant
I was looking forward to a warm and comfortable hotel environment, such as a smoke-free space with fragrance, a few pots of plants that grow vigorously, a few greeting cards and commemorative postcards, and a warm and proactive staff. Huang Ping from Hebei is a post-60s generation, and in her opinion, who has retired and entered the stage of "rich and leisure", in a city that she is not familiar with, if she stays in a hotel that cares for her, she will feel very kind.
Huang Ping told reporters that after going ashore in the outdoor swimming pool, warm towels were handed over in time, and the staff took the initiative to help queue up to buy local specialties, and a small snack ...... in the front hall when checking inThese are the points where the hotel can impress her.
Nowadays, hotels are getting smarter and smarter, but some facilities feel that they are not convenient to use, such as turning on and off the lights and always need to be adjusted for half a day. In addition, women's sense of direction is usually not very strong, some hotels are very large, and if you are not careful, you will take a lot of wrongful roads, and I hope that the guidelines and signs of the hotel can be more clear. Huang Ping said.
The hotel that impressed me the most is the exquisite and elegant scene, elegant design, and literary atmosphere, and I hope to experience relaxing activities in the hotel, such as art appreciation, tea tasting, meditation and local lifestyle activities. Wang Qing, a tourist from Tianjin who is also born in the 60s, said.
Wang Qing found that many hotels now place a map of the city's attractions at the front desk for guests' reference, but most of the introductions are relatively simple. "Sometimes after leaving, I find that there are some interesting places near the hotel, and I regret not going to make it. We hope that the hotel can recommend some special itineraries, including attractions around the hotel, or directly launch related offers**.
The industry says - love her in a way that understands her
In the eyes of the industry, today's female consumers are different, more confident, and more willing to pay for good things from the perspective of pleasing themselves. How to make her more and more spoiled with joy in her heart, the industry has its own tricks.
He shared: Help her show her better self
Now, it is clear that even when traveling as a family, female consumers are no longer playing the role of companionship, but are more centered on her. Xu Hengyong, general manager of Zhejiang Shangdongshan Cultural Tourism, has been operating a resort hotel for more than ten years, and he has been deeply touched by this change in female consumers.
In addition, consumers are more willing to get close to Chinese culture and show the beauty of women in the process. They also want to learn culturally relevant skills, such as participating in handicraft activities and learning intangible cultural heritage skills. It also makes them feel the joy of the harvest during the trip. Xu Hengyong said that if the hotel wants to spoil them, it must try to help them show themselves better in a relaxed state.
Of course, the needs of female consumers of different ages are very different, but that doesn't mean that hotels can't take care of them all. "For example, at the Dongshan Daguan Hotel in Shaoxing, there are different performances alone, with older female audiences being more interested in Yue Opera, and niche band performances in the evening being preferred by younger women. The tea ceremony and incense ceremony launched in the hotel tea room are more popular with older consumers, while young women prefer afternoon tea with a fashionable style. This hotel even has two boats, one is a traditional shape, the other is a simple shape, women of different ages can choose different styles of Hanfu 'boating on the water', or they can wear modern fashion, and shoot Internet celebrity fashion 'blockbusters'. Xu Hengyong gave an example.
How can we make female consumers stay in hotels longer? Xu Hengyong believes that the hotel needs to do two dimensions of things, one is to design products from the perspective of taking care of her family, seeing that family members have their own fun in the hotel, women are naturally willing to stay and enjoy her leisure time; The second is to start from the richness of hotel products, so that women can get more fun in the hotel, and hotels with conditions can also try to break the inherent space, and design more products connected with nature in the season suitable for outdoor activities, so that women's vacation time is more soothing.
Afternoon tea under the cherry blossom trees in spring, lotus festival in summer, mountain climbing together in autumn, and poetry ...... in the house in winterThe different activities of the four seasons will make women look forward to it, feel the trickle of care of the hotel, and often have aftertastes and thoughts in their hearts.
If the hotel has a strong aesthetic power, if the hotel's custom fragrance is very fresh and pleasant, if the hotel has good food and is green and healthy, if the hotel's service is very meticulous and there are ...... experiences that women likeNaturally, they come and go. Xu Hengyong said.
She shared: Spoil her from a female perspective
In the Vacation Residences Division, 47% of the back-end functions are women, and about 34% of the front-line management positions are women. When talking about how the hotel can "spoil her" more, He Xuan, vice president of Jin Jiang Hotels (China) and head of the vacation apartment business department, first shared this data with reporters. And this is one of the reasons why many cultural tourism hotel brands are loved by female guests.
In He's view, women are more detail-oriented and process-oriented in the workplace, they are good at multitasking and planning, and can effectively manage time and resources. "The most important thing is that female managers, designers and service providers better understand the needs of female consumers. ”
Walking into the rooms of most of Jin Jiang Hotels (China) resorts, sensitive female guests will immediately notice the luggage racks in the foyer, large enough to fit their "packed all their suitcases". When seemingly small items such as LED makeup mirrors, jewelry boxes, branded hair dryers, laundry detergent for underwear, and travel cosmetic bags are discovered one by one, a good impression of the hotel has been generated. "Most of these are co-designed by our predominantly female team. He Xuan told reporters that many of the ideas were summarized by their team from the perspective of female consumers.
Compared with male consumers who can travel far away with backpacks, women have higher requirements for the life scene of the hotel, whether it is a vacation or a business trip, they are very concerned about the details of room service, and they like the feeling of being taken care of. "If you want to spoil her, you have to know what the core needs of women are. He Xuan said.
In addition to making beautiful scenes everywhere, soothing the emotions of female guests is something that more and more hotels are trying. For example, at the Jing An Pavilion Hotel in Shanghai, you can relax with a singing bowl sound therapy, and experience both skin beautification and sleep aid in the hotel's Rejuvenating Stress Room.
That's not enough. He reminded that not to ignore the fact that security and privacy are also the core needs of all women staying in hotels. Among them, in addition to personal safety and food safety, it also includes information security. In addition, the establishment of women-only areas or the provision of exclusive services in public spaces are becoming more and more valued by consumers.
In He Xuan's view, women's vacations pay more attention to personalization and quality, and women are the main force supporting cultural and tourism consumption. Hotels have also become physical and mental charging stations for female consumers. At the same time, if the female managers of the hotel can treat themselves as Mulan, they will have greater creativity and gain their own sense of achievement.
Impress her with refined service
There are elegant gardens and orchids inside, European-style buildings and retro streets with sand noodles outside, and you can go to Yutang Chunnuan Restaurant to taste the freshly steamed siu mai and shrimp dumplings that have just been served out of the pot, and look out from the window to see a picture ......of the International Architecture ExpoThe White Swan Hotel, which has a shining past and is full of feelings, stands quietly on the banks of the Pearl River, attracting people to check in with its enduring charm.
The attraction of the White Swan Hotel lies not only in the "old feelings" that are talked about by the public, but also in its refined service. "Female customers, in particular, are more concerned about the quality of service and the details of service, and it is only by being able to provide products and services with emotional value that they can capture their hearts. Huang Fang, Secretary of the Party Committee and Executive Director of the White Swan Hotel, said.
For example, the upgraded mother and baby room at the White Swan Hotel provides better services for lactating female guests to ensure their safety and privacy. For another example, in terms of catering, taking into account the needs of women who want to taste more and waste less, we provide "half-example dishes"; Lychee jelly, a dessert made from lychees in the summer, takes into account the tastes of women; Sugar reduction design for the lamen sakima, which is popular with female guests, etc.
Huang Fang found that nowadays, with the change of women's self-perception, their consumption motivation has also changed, and the social role of women in the new era is multi-dimensional, and their expectations for hotels are also higher. In addition to regular services, they also hope to have a wonderful time in the hotel, such as a good sports and health experience, as well as a stylish cultural, artistic, intangible cultural heritage and other experiences.
To this end, the White Swan Hotel and the Guangdong Provincial Zhongshan Library jointly launched an embossing handicraft course, and in May, it plans to carry out a cross-border linkage with the soon-to-open Greater Bay Area Art Center to meet women's pursuit of beauty.
In the future, we will continue to embrace the 'she economy', create a good environment for 'she to consume', and create a more refined consumption space for women." Huang Fang said.
Attract her with the most fashionable colors
What is the appeal of Waldorf Astoria Beijing? ”
The public space of the hotel is like an art museum, which can shoot the kind of 'blockbuster'", "The theme afternoon tea is very special, and the red velvet cake is worth recommending", "The customized fragrance of the hotel smells very good, and the heart calms down", "The 'Romantic Full House' theme suite is very suitable for important anniversaries, and the floral display progresses from the living room to the bedroom, as if surrounded by 'flowers......'".
The same question, the reporter got a different answer in an interview with several female consumers who had stayed in this hotel. Everyone has a different perspective due to their age, interests, and experience. If you want to spoil them with such a personality, it is not enough to be comprehensive.
Yang Tingting, general manager of Waldorf Astoria Beijing, said: "As a woman, I am very emotional. Like most female consumers, I am willing to pay for the beautiful things I love and am happy to spread them on social media. ”
How to create an atmosphere of beauty?
Spend the New Year in this hotel, the eyes are not red but pink, and there is a pink dragon ...... on the spiral staircaseNot long ago, a very popular sharing post on social ** gave part of the answer.
Yang Tingting told reporters that when designing products, female consumers generally pay attention to details and content that can bring emotional value. The embellishment of flowers will make the color of the hotel more abundant, and pink is the color that women can't refuse in their hearts, so this year, the hotel replaced the commonly used red roses with pink flowers during the New Year, which has a good effect. "Therefore, in the spring products, we will be more bold to experiment with the use of color, for example, the afternoon tea inspired by the 'Spring Garden', the color of the bow on the utensils is based on the color of this year's trend. ”
To attract women is to make them feel fashionable and beautiful in small things. Yang Tingting told reporters that every summer, it is hot outside, but it is cold in the indoor air-conditioned room, and the temperature difference is uncomfortable. The hotel is working with a fashion brand to design a shawl for her beauty-loving couple.
Satisfy her with a delicate sense of ritual
As soon as a guest walks into Banyan Tree Lijiang, the caravan bell hanging in front of the hotel rings, which is a way for the horse team to convey a message to confirm each other's safety on the Ancient Tea Horse Road, which is now used by Banyan Tree as a ritual to make guests feel welcome. Entering the hotel, guests are greeted with the scent of Banyan Tree's exclusive scent, and the moment is even more memorable for the brand. Drinking a cup of hot begonia fruit tea that quenches thirst, it is often not only the taste that feels sweet, but also the joy of many people.
We have a higher percentage of female guests than men. According to Ni Rui, general manager of Banyan Tree Lijiang Hotel, women's emotions are more delicate, and it is easier to get satisfaction from some sensory experiences and leave a deep impression. This helps to increase their repeat purchase rate.
Each hotel has its own exclusive service and brand label. Ni Rui believes that the best way to please female guests is to make them remember the memorable experience that the brand brings.
For example, the spa is a very representative product of Banyan Tree, and every Banyan Tree hotel has a spa, so most women choose to relax and release stress here. At this time, most hotels will light the room with Banyan Tree's exclusive incense, which has a different aroma from Monday to Sunday.
Women are very sensitive to smell, and some regular customers know what day of the week it is when they smell essential oils. This familiarity is also a reflection of their love for the hotel brand. Ni Rui said. At the same time, the hotel will match the preferences of female guests with plant essential oils and specially designed stretching meditation classes for women, so that they will think of this brand when they want to relax.
Banyan Tree Lijiang Hotel is full of flowers in spring, when guests are still nostalgic for the fragrance of magnolia flowers, the plum flowers in the courtyard are full of fragrance, and when you look up, you can see wisteria flowers hanging on the branches. "At this time, many female guests will come here to 'check in spring', taste spring tea and desserts in the lake pavilion, and pamper themselves in the tea-themed spa. Ni Rui said that the female consumer market is growing, and they who are financially independent know how to please themselves. (Author: Wang Wei, Chief Reporter of China Tourism News, Reporter Tang Bonon; Editor: Song Yuqiu).