On March 23, 2023, Ms. Luo Bingqing, Founder and Managing Director of Pengrun, was invited to participate in the IHG Growth Meeting held by InterContinental Group to talk about hot topics in the industry with industry colleagues, and how owners can break the rigid thinking and promote the continuous upgrading of the hotel industry under the new situation.
Next, let's take you back to the wonderful sharing brought to us by Ms. Luo Bingqing on the day of the event!
Owners are increasingly paying attention to the cash flow of hotel assets and the corresponding asset value.
This sharing is divided into three sections: investment logic, stock era and macro trend. First of all, Ms. Luo Bingqing started from the investment logic and analyzed the impact and changes of the new situation on the thinking of the owners. The overall recovery of the market after the epidemic, the change of consumer mentality and the improvement of travel confidence have made hotel investors begin to pay attention to the value of hotel assets themselves, and begin to think about how to improve investment efficiency.
Ms. Luo Bingqing thinksIn the future, the owners of real estate enterprises will withdraw or cool down, and the investment subjects with diverse backgrounds will gradually dominate。In addition to the changing category of owners, the status of the hotel assets themselves is also improving. The hotel gradually got rid of the attributes of real estate accessories and began to appear in the vision of the owners as an independent investment format. The investment mentality of the owners has also changed from "as long as the brand" to "pursuing the return on investment", from "blindly following the trend" to "paying attention to the hotel and cash flow itself", and began to use the buyer's thinking to expand the asset layout in advance.
In addition, the entry of more diversified exit methods, such as asset-based and partial take-out strategies, also brings more room for investors to choose. With the upgrading of the investment mentality of owners and the diversification of asset exit paths, brands have also been prompted to react. In the future, focusing on rolling budgets and cash flow will be issues that owners and managers need to work together.
The owners are eager to achieve a new balance after the renovation
Help existing assets out of the second growth curve.
Immediately afterwards, Ms. Luo Bingqing interpreted the new thinking and entanglement of the owners after the hotel industry officially entered the era of stock asset transformation and rebranding. The industry has entered the era of stock assets, and owners should not only pay attention to the "business of the hotel", but also pay attention to the "value of the hotel". Therefore, the owner will exercise its regulatory power through the joint assistance of internal forces and external third-party think tanks, grasp the initiative, balance the operation mode of assets and financial expectations, and finally realize the standardization and revitalization of existing assets.
In addition, Ms. Luo Bingqing also pointed out in the form of a Pengrun case that in the future, in the face of renovation, the efficiency of the square foot, the guest experience and satisfaction, and the activation and theme of the space will become the core thinking points of the owners, so whether they can cooperate with the owners' flexible renovation plans and flexible management is one of the considerations for the owners to select brands for the renovation properties. Regarding the escalating requirements and expectations of the owners, Ms. Luo Bingqing said that although the transformation of existing assets is full of difficulties, it is also the key value of the brand to prescribe the right medicine and target.
In the third part, Ms. Luo Bingqing focused on the subtle impact of macro policies and the trend of "hotel +" on the investment thinking of owners
Rural revitalization is a hot topic at present, and owners urgently need to seize the policy opportunity dividend through potential projects and take advantage of the wind;
ESG has gradually become the preferred demand of the main consumer group of cultural tourism projects, and owners also need to attach great importance to the market potential of green, low-carbon and ecological hotels.
Demographic changes bring opportunities to the parent-child and health care markets of hotels;
While analyzing the impact of future macro trends on the mentality and behavior of owners, Ms. Luo Bingqing also provided suggestions for brands on how to respond to market changes, take advantage of the trend, and impress owners.
Finally, on behalf of Pengrun, he once again thanked IHG for the invitation of IHG Growth Meeting, which gave industry colleagues a platform for old friends and new friends to reunite and work together to achieve changes and opportunities in the industry under the new situation. Pengrun believes that in the future, high-quality hotel assets will be created by owners and wine management, and a new situation in the hotel industry has been opened, let us welcome a new beginning together.
In the future, Pengrun will not forget its original intention, adhere to the concept of making progress because of speculation, and achieve far-reaching results because of deep cultivation, and bring more new thinking and inspiration to hotel owners under the new situation. The past three years have passed, and this spring breeze has arrived, waiting to ride the wind!