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The next decade: Chinese hote...

DATE:2016-11-26 09:44:25 FROM:

Whether it is a foreign-funded hotel or a domestic-funded hotel, hotels that will open in the future will be dominated by luxury boutiques or resorts. These boutiques and resorts are different from the traditional “high-end hotel” model of “high-end hotels”, and each hotel will create its own characteristics with great personalization. In the case of a high number of high-end hotels, luxury hotels that really focus on “experience” will trigger a new wave of hotel investment.

 
Vacation, boutique hotel investment is getting hot
 
As we all know, five-star hotels and luxury hotels are two concepts. Five-star hotels can include luxury hotels, but luxury hotels are not necessarily five-star hotels, because many boutique hotels are few in number, not enough for Chinese star rating standards. Quantity, but the luxury of its hardware facilities has exceeded the star rating criteria.
 
In fact, luxury resort hotels and boutique hotels are more personalized in the hardware and have local characteristics, and even more use of the hotel's new technology; the resort hotel is mainly for the reception of holiday and leisure tourists, more built near the natural scenic area, far away The urban area has strong seasonality, high environmental design requirements in the hotel area, perfect supporting facilities for entertainment facilities, and full integration of people and nature. The boutique hotel emphasizes “small and exquisite”, and its number of rooms is not Many, but the interior decoration is extremely luxurious and unique. Boutique hotels tend to be more customized in service, generally adopting butler service, the ratio of service staff to rooms is 2:1, even 3:1, while in star hotels, this number is usually 1:1, at most 1.5:1.
 
Non-personalized hotel products flooding
 
At present, China does not lack tourists with high spending power, nor does it lack traditional high-end hotels. What is lacking is personalized hotel products. The traditional high-end hotel of “Thousands of Stores” may have enough luxury facilities, but it does not have continuous competitiveness, and in the end it can only “sell the lot”. Real high-end visitors need personalized products, such as suitable for the elderly, children, couples, weird personality, fashion avant-garde and so on. There are many hotels now carrying the banner of “Super Five Stars”, “Platinum Five Stars” and “Personalization”, but the essence of their products is not much brighter.
 
With the growth of high-end and personalized appeals in the hotel industry, more and more resort hotels and boutique hotel brands are about to be born. Now it is the market competition that must have a clear and clear positioning: economy hotels win by volume, high-end hotels need to be more personalized, and competition is "experience features", which is also in line with the trend of the times. The famous American futurist Toffler predicted in the "Third Wave" published in the 1980s that the scale operation in the industrialized era will be replaced by the diversification, diversification and individualization of the information age. In the hospitality industry, designer hotels, luxury brand hotels, boutique hotels, and themed hotels will be echoed in an endless stream.
 
Small boutique hotel is in the ascendant
 
The data shows that the number of Chinese hotel customers is changing from 75% of business and 25% of leisure to 50% of business and 50% of leisure; from 80% of sightseeing, 20% of vacation to 40% of sightseeing, 60% of vacation, holiday demand becomes new hot spot.
 
The hotel's "luxury" is difficult to quantify, and the number of guest rooms with a small number of guest rooms will be ushered in a larger development space in the future. After these hotels are built, the real pursuit of service differentiation and more intimate, housekeeping-style high-end service concept, "experience" will become the core of high-end hotels.
 
At present, the “luxury hotel hot” and “boutique hotel hot” invested by Chinese hotels are similar to the hotel industry in the United States ten years ago. In 2003, American boutique hotels accounted for 1% of their rooms and 3% of their revenues. In 6-8 years, they can recover their investment, while traditional high-end hotels take 10-15 years. Since 2008, the number of boutique and design hotels in China has increased by more than 30% every year. 65% of the current hotel developer's report concludes that small boutique hotels are built.
 
Frustration of light asset expansion
 
For a long time, the international hotel brand has expanded rapidly in China with the light asset operation mode of exporting brands and collecting management fees, but this model has now encountered obstacles in China. A few days ago, Beijing Beichen Industrial Co., Ltd. and InterContinental Hotels Group had a ten-year management contract expired. The owner Fangbeichen Industrial Co., Ltd. did not choose to renew the contract.
 
Intercontinental Group and the owners broke up this time, and in recent years, large-scale hotel groups such as Intercontinental, Marriott, and Accor, which have expanded with light asset models, have seen the withdrawal. The Marriott Group has been withdrawn from Beijing for three consecutive years in 2008-2011. Affected by economic downturn and policy, the occupancy rate and house prices of luxury hotels continued to decline. The Chinese owners did not receive the expected profits when they paid high management fees, which led to the contradiction between the owners and the management.
 
In addition, with the booming real estate market in China and the large-scale expansion of hotels, foreign hotel groups have gradually swayed in the pursuit of short-term benefits and long-term reputation, and many multinational hotel brands have lowered their management threshold. A foreign hotel management official admitted that "high-speed expansion has reduced management standards, including human resources and back-office support."
 
Foreign-owned brand catering is not enough "localization"
 
The data shows that the income of ethnic hotel catering accounts for about 55% of total income, and Shangri-La, which has the best catering, can only account for 35%-38% of the total catering revenue, and the average foreign-owned hotel will not exceed 30%.
 
For most foreign hotels, dining is hard to be their strength. The core reason for this is that the catering business of International Hotel Group is regarded as an affiliate of hotel management and management, and it has not paid much attention to it. For foreign-funded hotels, the hotel budget determines everything, cost-benefit analysis and ROI analysis will prompt the hotel management group to focus on the hotel room sales business, because only in this way can the total operating profit be realized, and the hotel management group can be quickly managed. The standard of fees.
 
Too strong adherence to "overseas standards"
 
It is reported that the basic management fee of the International Hotel Group is generally 5%-8% of the annual turnover, and the incentive management fee is progressively extracted from the profit in a certain proportion. The higher the profit, the higher the proportion. In addition, the management team assigned by the International Hotel Group pays the salary according to the “overseas standard”, and the salary is also borne by the owner. The management fees and salaries of some international brand hotels account for 30% of the hotel's annual revenue. Focus on "the sea, travel, people"
 
What makes hotel owners depressed is that they give management fees for “outside standards” but they are not managed by “outside standards”. With the large-scale expansion of Chinese hotels, many multinational hotel groups pursue short-term benefits and lower management thresholds. To this end, the contradiction between foreign hotel brands and local developers has been deepening, and the “breakup” incident has been continuously exposed.
 
At present, the high-end hotel market in Beijing and even the whole country is still dominated by foreign hotels.
 
According to statistics from the China Tourism Association, as of October 2012, there were 717 five-star hotels nationwide and about 200 hotels managed by international brands. Among the 717 five-star hotels, about 15% of the hotels with a star rating of 440 or more, that is, about 108, mainly for international brand management; among the 62 five-star hotels in Beijing, the international brand-managed hotels are 29 Home, close to half, except for individual hotels, almost all high-end hotels in the city center are managed by international brands.
 
We believe that although the foreign brands in the high-end hotel market manage the best hotels among the five stars, local companies have begun to try to enter the high-end five-star market. In the next year or two, the offensive and defensive battles between domestic and foreign hotels will start. . In this market, foreign brands benefit from their traditional advantages, mainly adopting the entrusted management model, while local groups make full use of their strong capital strength and adopt the strategy of asset-supporting brands to strengthen their support for the initial stage of brand creation.
 
Domestic brand management culture gap
 
At present, the “housing facilities” such as room reception, internal functions and luxury index of the Chinese hotel industry have been internationalized, but the “software” of hotel management and culture is still far from the level of foreign countries.
 
A large part of domestic-funded hotels originate from state-owned assets and are owned by local governments or state-owned groups. The core management of hotel operations and operations is mostly appointment system. The ideas of these management or management superiors are almost the source. In the traditional planned economy system, most of them lack market concepts, and do not take the business management as the first evaluation indicator. All of them rely on the hospitality, responsibility or conscience of the hotel management to operate the hotel, such as the lack of innovative management. The team, the hotel's management is naturally inferior.
 
Lack of marketing awareness
 
The domestic hotel industry executives lack overall marketing awareness, and most of them still stay in cooperation with conference companies and travel agencies. They have not launched comprehensive marketing, which makes store sales or marketing personnel unable to understand the direction of corporate marketing and cannot develop marketing ideas and plans. .
 
It is mainly manifested in the lack of overall sales planning, lack of sales execution plans, lack of sales channels, lack of brand or media support. For a long time, the promotion of domestic-funded hotels was mainly concentrated on the advertisements of tourism companies, which made people feel that the domestic hotel industry has become an accessory of the travel company.
 
In fact, from the name of the domestic management hotel brand, what "Jiahua", "Liya", "Shangya", "Magnificent" and so on have traces of foreign-owned hotel names, so that domestic capital is rising, but the way to go Still far away.
 
However, in the next decade, the gap between domestic and foreign management of domestic hotels is shrinking, and the trend of personalization to boutiques is unchanged. Of course, dozens of hotels with 2000 to 5,000 rooms are not built. Large and medium-sized hotels will gradually shrink.

SUPPORT:ZHICHENG TECH.    [ 中文版 Chinese ]

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