Whether it is domestic or foreign hotel Hotel, the future opening of the hotel will be dominated by multi-type luxury boutique hotel or resort. The boutique, different from the traditional high-end resort hotel "thousands of shops side" model, each hotel will be highly personalized to create their own characteristics. In the case of an excess number of high-end hotels, the real focus on "experience" of the luxury hotels will trigger a new wave of property investment.
Resort, boutique-type hotel investment grew hot
As you know, five-star hotels and luxury hotels are the two concepts, the five-star hotel luxury hotels may include, but are not necessarily luxury hotel is a five-star hotel, number of boutique hotels because many small, not enough Chinese star ratings criteria the number, but the degree of luxury that hardware has gone beyond the standard star ratings.
In fact, the type of luxury resort hotels, boutique hotels on hardware with more personalized and local characteristics, even greater use of the hotel's new technology; leisure resort for the reception of tourists mainly, mostly built in the vicinity of natural beauty, away from the urban areas, seasonal operation, high environmental design requirements within the hotel area, supporting demand for recreation facilities more perfect, pay attention to the full integration of man and nature; while the boutique hotel emphasis on "small and delicate," it's not the number of rooms and more, but its interior decoration is extremely luxurious, unique. Boutique hotels tend to be more customized in the service, widely used is the butler service, and room service staff ratio is 2: 1 or even 3: 1, while in star hotels, this number is usually 1: 1, at most, 1.5: 1.
Impersonal hotel products flooding
At present, there is no shortage of high spending power of visitors, not the lack of traditional high-end hotel, is the lack of personalized hotel products. "Thousands of shops side," the traditional high-end luxury hotel may have adequate facilities, but there is no sustained competitiveness, to last only "fight the lot." The real high-end tourists need personalized products, such as for the elderly, children, couples, weird personality, fashion-forward and so on. There are many hotels in the name of "super star", "platinum five-star", "personalized" on the cover, but the essence of the product is not too bright.
With the growth of the hotel industry for high-end, personalized demands of a growing number of resort hotels, boutique hotel brand will soon be born. Now market competition must be clear to the positioning stages: budget hotels in order to win, you need more personalized high-end hotel, competing is "experience characteristics", which is to follow the development trend of the times. The famous American futurist Alvin Toffler had predicted in 1980 published "The Third Wave", the era of industrial-scale operations will be replaced by the diversification of the information age, diversified and personalized. In the hotel industry, designer hotels, luxury brand hotels, boutique hotels, theme hotels with the endless echo.
Small boutique hotel in the ascendant
Data show that Chinese tourists being from 75% hotel business, leisure 25% 50% evolution of the business, the proportion of 50% of leisure; the evolution of tourism from 80% to 20% of holiday sightseeing 40%, 60% holiday, vacation needs to become the new hot spot.
The hotel's "luxury" difficult to quantify to measure the number of rooms but not much personality luxury boutique hotel will usher in greater development space in the future. The hotel once completed, the real pursuit of differentiated services and a more intimate, butler high-end service concept, "experience" will become the core of high-end hotels.
At present, China's hotel investment "hot luxury hotel," "boutique hotel hot" similar to the US hotel industry a decade ago. In 2003, the United States boutique hotel rooms at 1%, 3% of revenue, 6--8 years to recover the investment, while the traditional high-end property 10--15 years. Boutique and Design Hotels since 2008, in the amount of rooms China are more than 30% annual growth rate, the hotel developers in the current report has concluded that 65% of the built small boutique hotel.
Expansion of the asset-light weight frustrated
For a long time, the international hotel brand to brand output, asset-light operation mode charge management fees of rapid expansion in the country, but this model is now in the country encountered obstacles. Recently, the decade-long Beijing North Star Company Limited and InterContinental Hotels Group management contract expires, the owner North Star Company Limited did not choose to renew the contract.
The Intercontinental Group broke up with the owner and Shang Xianping, recalling recent years, Intercontinental, Marriott, Accor expansion in asset-light model of large hotel groups, have appeared Chepai situation. Marriott 2008--2011 Nian three consecutive years to withdraw from the Beijing store. By the economic downturn and policy implications, luxury hotel occupancy rates and housing prices continued to decline, the Chinese owners in the case of high management fees paid, do not get the expected profit, which leads to conflicts with the management of the owners appear.
In addition, with the hot Chinese real estate market, the hotel's large-scale expansion, foreign hotel groups gradually shaken in relationship to pursue short-term benefits and long-term reputation, many international hotel brand management lowered the threshold. A foreign hotel manager admitted that "rapid expansion let standards slip management, including human resources, back office support, etc. had been weakened."
Foreign brands catering enough "localization"
Data show that food and beverage nations accounted for about 55% of hotel revenue total revenue, catering doing the best Shangri-La, the average total food and beverage revenue only accounted for 35% -38%, the average foreign hotel will not exceed 30%.
For most foreign hotel, the restaurant is difficult to become their strengths. This is one of the core reasons, the international hotel group's catering business is operated as a hotel management subsidiary, no great importance in the concept. For foreign hotel, the hotel is everything the budget, cost-benefit analysis and return on investment analysis will promote hotel management group will focus on sales of hotel rooms, because the only way to achieve a total operating profit, to quickly reach Hotel Management Group received management standard costs.
Too adhere to the "foreign standards"
It is reported that the basic management fee international hotel group is generally 5% -8% annual turnover, incentive management fees by a certain percentage of profit from the progressive extraction, the higher the ratio the higher the profit. In addition, the international hotel group's management team are accredited by "foreign standards" to pay compensation, this salary should be borne by the owner. Some international brand hotel management and payroll costs even account for three percent of the annual income of the hotel. Concern "of the sea, tourism, man '
Make hotel owners depressed, they gave a "foreign standard" management fee, but not "outside the standard" management. With China's large-scale expansion of the hotel, many international hotel group to pursue short-term benefits, lowered the threshold for management. For this reason, contradictory foreign hotel brands and local developers of the community, and continuously exposed "break" event.
For now, Beijing and the country's high-end hotel market is still dominated by foreign-funded hotel.
Tourism statistics show that China will, as of October 2012, there were 717 five-star hotels, international hotel brand managed by about 200. In 717 five-star hotel, the hotel star ratings, 440 points or more in about 15%, or about 108, mainly for international brand management; 62 five-star hotels in Beijing, international brand management Hotel 29 home, nearly half, except for a few restaurants, high-end downtown hotel almost all international brand management.
We believe that, although the high-end hotel market, foreign brands managed in the best five-star hotels, but local companies have begun to try to enter the high-end five-star market in the next couple of years, domestic and foreign hotel Hotel battle will be fully started . In this market, foreign brands benefit from their traditional strengths, mainly delegated administration model, while local group full use of capital strength, asset taken to support the brand strategy to strengthen the brand to create the initial support.
Domestic brands manage large cultural gap
At present, China's hotel industry reception rooms, interior features and luxury index and other "hardware" has been international, but the hotel management and cultural "software" is still a big gap with foreign levels.
A large part of the domestic hotel from state-owned assets, local government or state-owned hotel group, which, while the hotel management and operation of the core management appointments, but mostly, these ideas management or higher management or the source of almost the traditional planned economy system, most of the lack of market concept, not good or bad as the first order of business assessment index, all with the hotel management's dedication and sense of responsibility or conscience in the hotel business, in case of lack of innovation management team, hotel operators naturally inferior.
Lack of marketing awareness
Lack of domestic high-rise hotel industry overall marketing sense, most still in the conference in cooperation with companies, travel agencies, did not carry out comprehensive marketing, which makes store sales or marketing staff unable to understand the corporate marketing direction, we can not expand the whole idea of marketing and planning .
Its sales mainly in the lack of overall planning, lack of sales execution plan, the lack of distribution channels, the brand or the lack of media support. Quite a long time, domestic hotel promotional tour focused on the company's advertising, people feel the domestic hotel industry seems to have become a tourist's accessories.
In fact, from the domestic brand name hotel management point of view, what "Wah", "Liya", "Shunya", "magnificent" and so have traces of imitation of foreign hotel name, so that the rise in domestic, but the way to go which is still far.
But no matter how the next decade of foreign investment in the domestic hotel management gap is narrowing, and the development of personalized boutique trend is the same, of course, also need to build several dozens of rooms in the hotel from 2000 to 5000, without personalization the medium-sized hotels will gradually shrink.
