[Market Viewing] After the New Year’s Eve, the hotel industry should develop the local market
Ctrip data shows that during the New Year's Day this year, the prices of many mid-to-high-end hotels have risen. The average price increase of high-star hotels in popular cities has reached 20%. Among them, the price of hotels on the night of New Year's Eve is the most expensive, and prices in some cities have increased by more than 35%.
Behind the increase in hotel prices on New Year's Day is actually consumers' acceptance and love of the new consumption model of New Year's Eve hotel consumption.
Many hotel industries have launched a series of activities for the New Year’s Eve. For example, the Shangri-La Hotel, Guilin, Guangxi planned a new year carnival feast. The activities cover all-round experience of eating, staying, traveling, traveling, shopping, entertainment, etc. The Sanya EDITION Organize a party at the starry sky bar at the top of the hotel. The theme of the party starts from the 1970s to the millennial generation.
These hotel activities also played a role in promoting local consumption.
According to data from the professional version of Tianyancha, there are currently more than 2.55 million hotel-related companies in my country.
In 2020, a total of 389,000 hotel-related companies will be established in my country.
Among them, the number of such enterprises established in the second quarter was the largest, reaching 117,000.
In fact, life in the hotel industry in 2020 will not be easy.
According to Ctrip data, about 150,000 hotels in my country were closed last year, most of which were independent hotels.
Of course, the life of the chain hotel is not easy, the decline in occupancy affects revenue.
The hotel industry is waiting for its recovery, looking forward to every festival that will bring popularity and passenger flow.
However, the epidemic is an unpredictable external objective environmental condition, which will not change due to what the hotel does. What the hotel can do is to actively adjust itself to the external environment, rather than wait for the external objective environment to change.
In fact, the composition of the hotel's passenger flow is being changed by the epidemic.
From the current point of view, it is difficult to recover cross-border tourism within a certain period of time. Although cross-provincial and cross-regional tourism has resumed, it is still affected by the fluctuation of the epidemic.
According to data from iiMedia’s data center, after the epidemic, among the main customer groups of hotels in my country, local tourists increased from 33.9% before the epidemic to 61.5%, and the proportion of tourists in the province remained the same as before the epidemic, still about a quarter. , But the proportion of foreign tourists dropped from 40.5% to 13%.
In other words, for a long period of time, local consumers will replace foreign tourists and become the main consumer group of hotels.
For this reason, after the New Year’s Eve, the hotel industry should base itself on local consumers and expand the local market more.
On the one hand, the consumption items of hotels are not just accommodations. High-star hotels provide high-quality services including catering, shopping, entertainment, and information consultation, which are also very attractive to local consumers.
On the other hand, local consumers also have the need for accommodation in high-star hotels, because with the economic and social development, consumers’ accommodation consumption in hotels has been upgraded from business trips to leisure vacations in the past. Numerous consumption and service items make it a leisure and entertainment option for local consumers.
At present, many high-star hotel chains have begun to deploy in the suburbs of large cities, attracting many local consumer groups. For example, Hilton's newly opened hotels in Beijing in 2020 are located in Tongzhou and Daxing.
Of course, the leisure needs of local consumers are different from those of foreign tourists. The services that high-star hotels can provide to local consumers should not be limited to accommodation and gluttony.
How to make the hotel better integrate into the local consumer market, enrich service items, expand consumption channels, become a new landmark of local leisure and entertainment, and form its own characteristics, it is worth thinking about.
Our reporter Zhao Ang