Some hotels have launched products such as "online class rooms" and "blind box rooms", and some hotels have opened live broadcast rooms


  With the normalization of epidemic prevention and control, how can the hotel industry break through and save itself?

  reading tips

  Recently, due to the impact of the epidemic, the source of tourists for hotel business travelers and inter-provincial tourists is unstable.

To this end, some hotels have launched products such as "online classroom rooms" and "blind box rooms", and some hotels have opened live broadcast rooms in order to save themselves from the situation.

Industry insiders pointed out that the hotel industry should follow the trend, actively seek changes, and launch good products and services that better meet the needs of consumers.

  When the earth returns to spring, the hotel industry has encountered a "cold spring".

  Recently, due to the impact of the epidemic, the source of tourists for hotel business travelers and inter-provincial tourists is unstable.

In the "dormant period" of the industry, some hotels have launched products such as "online classrooms" and "blind box rooms", and some hotels have opened live broadcast rooms in order to save themselves from the situation.

  Industry insiders pointed out that when epidemic prevention becomes the norm, the hotel industry also needs to adapt to new changes and new lives.

At present, new products and new measures such as "online classroom" may not be large-scale and normalized market products and models, but it shows that the industry is actively innovating and embracing new changes.

The more difficult the place, the more "cultivation" time.

The hotel industry should continue to expand its ideas and act accordingly to create new products and services under the normalization of epidemic prevention and control.

  When life scenes are embedded in hotels

  At present, the situation of epidemic prevention and control is still severe and complicated.

As many places have entered a "slow pace", the source of business travelers has decreased, and the source of inter-provincial tourists has been unstable, and the hotel industry is still facing greater pressure.

In order to leverage potential customer sources, many hotels have begun to embed consumers' daily life scenes into their services.

  Since March 16, primary and secondary schools in Nanjing, Jiangsu Province have suspended offline teaching, and schools have organized online teaching.

"It is inconvenient for dual workers to take care of children who need to take online classes at home. In response to this special situation, we have launched the 'Torwa Package'," said a staff member of a hotel in Nanjing.

  It is understood that the hotel has launched two packages. The package priced at 390 yuan per day includes one room and one lunch, from 8:00 to 18:00; the package priced at 650 yuan per day includes all-day rooms and one person. three meals a day.

  "On the premise of epidemic prevention and control, we will have housekeepers to urge children to take online classes. We will communicate with parents in advance when we need to go to class and when we can use electronic products such as mobile phones and tablets." The hotel staff Express.

  Hotel products such as "Tutoring Room" and "Online Class Room" have attracted the attention of many parents.

The relevant person in charge of Ctrip told reporters that at present, in the "online classroom" package that has been launched on the Ctrip platform, the price range ranges from 588 yuan to 11,664 yuan.

In the price difference of 10,000 yuan, there are not only covered products, but also cost-effective packages that stay for several consecutive nights, daily meals are not repeated, leisure and entertainment are rich and colorful, and service hours are 10 hours. The regular hotel package with the full accompanying reading is superimposed.

  In addition to the "Towa" business, the reporter learned that many hotels have also launched takeaway business and laundry business.

Products and services that could only be experienced by staying in hotels in the past are now “flying into” consumers’ daily lives.

  "Under the epidemic, the traditional sojourn market has been impacted, but this does not mean that the market has all returned to zero." Zhang Xiaojun, president of the B&B, Inn and Boutique Hotel Branch of the China Tourism Association, said in an interview with a reporter from "Workers Daily".

  In Zhang Xiaojun's view, although "online classroom" is not yet a large-scale and normalized market product, it also shows that the hotel industry is actively embracing new changes, and even creating new demands and new changes.

  When blind box thinking meets hotel

  When it comes to blind boxes, many consumers think of toy boxes.

As a new trend, blind box thinking has spread to many consumption fields. Blind boxes for beauty makeup, blind boxes for airline tickets, and blind boxes for books - the blind box economy has been sought after by many young "players".

  Blind box thinking is also introduced by hotels.

Last year, platforms such as Ctrip and Tongcheng launched products such as hotel blind boxes and vacation blind boxes including hotels.

  "If a tourist asks about the details of the room, we can't go into too much detail. I hope they will have a sense of surprise when they check into the hotel." In a hotel in Yichang City, Hubei Province, the staff introduced that the hotel has launched a "surprise blind box room" ”, the price is 179 yuan / room, excluding breakfast.

  The hotel staff reminded: "'Blind box room' is more suitable for young people who love different experiences. If there are elderly and children in the occupancy, it is recommended to book a traditional room type and know the specific situation of the room in advance."

  With the blind box, there is often marketing.

In order to let the product "out of the circle", many hotels that have launched "blind box rooms" will post "planting grass" on major social platforms, or invite "Internet celebrities" to stay and "post orders".

  "The market changed by the epidemic is forcing the hotel industry to make changes. Whether it is an 'online class room' or a 'blind box room', it is an innovative move." Yi, head of the expert group of the Cultural Theme Hotel Professional Committee of the China Hotel Association Zhong said in an interview with a reporter from the "Workers Daily".

  "Under the pressure brought by the epidemic, new models and new products are more likely to be imitated and followed, and the key to marketing is not 'following the trend', but 'creating difference'." Yi Zhong pointed out that hotels should always think about, there are Which new products can be provided to consumers and can be introduced to the market more maturely? "If you just blindly follow the trend and do not create differentiated products based on the hotel's own characteristics, it is difficult to say that it will do well."

  When live streaming traffic pours into the hotel

  The "wind" of live broadcast is blowing vigorously, and many hotels have also begun to "test the water" live broadcast and online sales.

  Who did not move the heart is far.

For the time being, I can’t go on a trip that just walks away, and I can see the beach and the sun outside the hotel through the screen; I don’t know what to cook tomorrow, but I can follow the hotel chef “Cloud” to learn both skills by clicking on the live broadcast; I don’t think so. If you are a good sojourner for your next trip, you can "seckill" the package in the live broadcast room first, and then reserve or unsubscribe according to the travel plan.

  "We are also fascinated by the live broadcast and are very willing to share every bit of it. Recently, we shared the process of building a residence for Peacock." said Zhang Xiaojun, who also runs a homestay.

  In Zhang Xiaojun's view, live broadcasting has completely subverted the previous concept of communication, "The whole picture of our real products and hotels can be shown to consumers on the whole network. The information is not damaged during the transmission process, and it can also interact with consumers in real time, which is very important. Great."

  Yi Zhong also agrees.

"The online economy is very hot now, and hotels need to get online and do a good job of live broadcasting." He believes that under the epidemic situation, we should open our minds, no longer limited to selling traditional "room meal parties", "new traffic, new channels, and new customers." Where is it, this is what hotel people have to think about.”

  From live broadcast to traffic, from delivery to profit, it is easier said than done.

"Don't expect the live broadcast to have an immediate effect. How to turn 'viewers' into 'customers' and 'viewing' into 'sales' requires skills." Zhang Xiaojun believes.

  "How can you grow without learning? The more difficult it is, the more time it is for 'cultivation'." Yi Zhong pointed out that if business is relatively cold due to the impact of the epidemic, you can take advantage of this gap to learn new tools and new techniques for live broadcast.

In addition, we should also consider how to integrate social platform resources, make good use of private domain traffic such as Moments, and expand more consumers in the same city.

  Our reporter Zhao Chen