2013 Chinese hotel industry three key words

 Affected by many factors, economic, policy , cost, etc. , in 2013 the market situation to China's hotel industry has been impacted to varying degrees , with high-end hotels affected most strongly . Industry generally believe that the pressure facing the hotel industry reflects the daily operations of the problem , it can be said at this year China's hotel industry is experiencing dormant and change.

Keywords 1 results shrink

This year the industry as high-end hotel market, " winter" years . After beginning from the center , " eight " provides policy, high-end hotels can be described as a variety of high-end consumer fall little knowledge . Whether it is domestic or foreign hotel hotel, conference revenues from food and beverage revenue to decline compared with previous years, there are no small magnitude . Especially domestic high-star hotel , the introduction of the policy so that many hotels complain incessantly .

China Tourist Hotels Association data show that in the first half of this year, Chinese five-star hotel room revenue largest decline year on year , reaching 11 percent , or four -star year decline of 7% , 6% ; catering revenue, representing a four star hotel the largest decline , reaching 17% , three- year decline in five-star hotels were 15 %, 11% ; in meeting the revenue side , the four -star hotel in a decline of 21 percent , five-star hotels down 17% year on year , representing three-star hotel decreased by 15 %. Third -quarter data show that both high-star hotel in the capital , or the foreign brands of high-end hotels , representing a decline in performance have emerged .

Reporters learned that, due to the policy adjustments , the Government has substantially reduced business , salespeople , many hotels in the government's public relations have reduced the proportion of configurations . Owned the hotel , including front, Beijing Minzu Hotel and Grand Hotel , for example, due to the location, food and beverage revenues in previous years, can reach tens of millions or even billion, this year has dropped by more than three percent . Compared to domestic hotels , foreign hotel although the situation better, but by a large environmental impact , the situation is equally bleak . Beijing Kerry Hotel, vice president of marketing media Liang Xue told Beijing Daily reporter , although this year the market will have set out, but the average level of consumption than in recent years has decreased ; another five-star hotel 's public relations department in charge of foreign also said that the current price is lower than the annual per capita banquet hotel general standards, has fallen into "Reception not earn much profit , no loss of reception and tourists ," the embarrassing situation.

Keywords 2 deep plowing market

2013 is destined to end a challenging year for the hotel industry . Consumer environment from the external point of view, always rely on high-grade government, business reception of high-end hotels are forced to seek new markets and seek more business opportunities.

In general, high-end hotel 's name does not often appear on the buy site , and now these hotels has set off a burst of "buy hot ." Buy a navigation site statistics show that during the first 11 months , hotels and tourism has achieved turnover of 3.15 billion yuan , representing a net increase of 1.65 billion yuan , an increase of 90.6% , food has become the third largest category of entertainment after the buy . Back in June of this year, the hotel giant InterContinental Beijing Financial Street Grill on Saturday and Sunday launched a 2-3 brunch buy, discount of 4.4 fold. Beijing Marriott Hotel , Beijing Hotel Lai Chun also have launched buy the business . In fact , buy high-end hotel is not only a sales channel , it is seen as a kind of market behavior or brand promotion activities. While not bring immediately buy customer loyalty, revenue can not promote immediate , but long term, can produce very valuable marketing results.

In addition to a wide range of channels, the hotel also gradually popular products . May this year, the Beijing Pangu Seven Star Hotel , Beijing, London hotels , and other high -star Regent Hotel have launched a beer garden. Although different from the public to maintain high -quality beer garden , but generally the main populist , very "ground gas" ; Beijing hotel beer garden this year for the first time moved to Chang'an Avenue side from the top floor . In terms of price , the hotel's beer garden these basic but per capita consumption of hundred dollars. During the Mid-Autumn Festival , many hotels launched a "cheap moon cake " , once belonged to high-end consumer hotel gift moon cake , now cut prices in order to explore the way the mass market. After the moon cake price decline in profits shrink , Lai Chun hotel official said that this year more attention to the promotion of the hotel on the number of moon cake gift box .

Keywords three independent brands

Perhaps future market fancy Beijing hotel industry , this year, many national brand hotels gearing up to develop their own brands.

November this year, the Beijing Crowne Plaza Park View Wuzhou Beijing officially changed its name to Crown Continental Hotel , the original hotel management - InterContinental Hotels Group is to exit the contract expires , the hotel referred by North Star North Star Group's hotel management companies . The hotel was renamed the conference, Beijing Chinese Commercial News reporters Cong Beichen and Fan Dian management company learned that North Star Hotel Management Limited Registered in the middle of this year of the " Crown Century" , "Continental Crown ," " Crown of the times " and "Crown of Stars" four hotel brands, were located four-star , five-star hotels in different grades . North Star Hotel Management Limited relevant responsible person said , BNS Group has been to enter the hotel management plans to take over the other hotels , output management is one of the North Star in the future focus on the development of the business . The industry generally believe that the owner has opened a new hotel management business is a local hotel mature process, but also future trends , local hotel management companies need to develop their own brand culture.

That same month, BTG BTG 's Beijing Hotel Group Limited changed its name to Beijing Capital Tourism Properties Limited . After accelerating domestic foreign hotel frequently layout , as the most representative national brand giants , adjust BTG is accelerating hotel closer to the international advanced management mode . In addition, Pullman Beijing West Wanda in January next year will be officially renamed as Beijing Jiahua Hotel Wanda , Wanda 's become the first hotel brand replaced by the entrusted management of independent hotel management brand .

A senior hotel management to the Beijing Daily reporter said that a large international hotel group 's hotel brands generally have a series of chains , but mostly for the domestic hotel " individual combat ." Future trends in the domestic hotel market will gradually form a division of the hotel brand positioning .

Voices of the industry

Kempinski Hotel Beijing general manager Gerhard Mitt Horowitz

Can not maintain loyalty to a price war

2013 hotel industry situation to see, usually the hotel will offer some " PFP " initiative in a bad situation and circumstances , such as " Buy 2 Get 1 Free" , do buy , etc., at the expense of the hotel's profits to gain market share. But not long to do so , each hotel has its own fixed market share, simply relying on price cuts to increase market share in a very unstable behavior . Secondly , each hotel has its own operating costs, prices drop too low likely to influence brand. By lower prices to attract customers , both at the expense of brand value and can not get a stable customer base .

Beijing Radegast Hotel General Manager, State following :

Let the market return to normal high-star hotel

After the central " eight " provisions introduced, reducing government spending needs, under the new situation the hotel industry to adapt to the changing situation , adjust the marketing strategy , good ideas and actions to prepare restructuring and development .

High-end hotel industry should not be too dependent on government spending , the previous government consumption disrupts normal non- high-end hotel market positioning , and now back to normal , high-star hotel operator to adjust all accepted laws of market economy . Source structure to optimize the operation of the market , expanding the customer base previously marginalized groups , government consumption to fill vacancies in the market . Today, the high-star hotel, business tourists and wedding are to seize a competitive market .

Beijing Hou Tan Kok Mei Lee Hotel Management Co., Ltd. , executive vice president :

Should strengthen domestic hotel brand

2013 , the government reduced the "Three" consumption, many high-end star hotel facing a transition. In recent years, international hotel brands to enter , leading to differences in business meetings between more obvious hotel guests in the hotel on the same standard hotel brands tend , therefore , the last single hotel in the many features of no use , but still retained, these increased energy did not translate into revenue , in the long run will make the hotel to make ends meet .

The brand 's professional management in the face of their source can be well controlled "man room" as well as the proportion of operating expenses in the GOP ( gross operating profit of the hotel ) aspect than a single hotel .