The hotel industry "starts again", don't rush to "increase housing prices"

　　Entering March, the hotel industry has ushered in a lot of positive news. Although ADR, the average room rate of sold rooms, is still the same as last year, the key data for high-star hotel operations, the booking situation has increased significantly, even exceeding 2019.

For fast hotel chains, homestays, etc., the booking data is also relatively optimistic.

　　In fact, out of optimism about the future market, investors' investment in the hotel industry and its related derivative industries accelerated significantly last year.

According to the data from Tianyancha, there are 2.284 million hotel-related companies in my country, of which 280,000 were newly registered last year, which can be seen.

Because of this, in the face of this year’s Spring Festival and March’s operating data, some voices in the industry believe that the hotel industry needs to focus on increasing the average room price of sold rooms. Since the market heat has surpassed 2019, the average room price should also be benchmarked against 2019 recover.

　　However, whether the average hotel room rate can recover quickly does not depend on the hotel itself, but on the overall market environment.

You must know that the optimistic figures of the hotel industry in February and March this year are not unrelated to restorative consumption and re-organization of various exhibitions.

The originally suppressed consumer demand is released in a short period of time, and once consumption and exhibitions return to normal, it is still unknown whether such consumer demand can be sustained.

　　Of course, this is not to say that the market environment facing the hotel industry in the future is not good, but that the overall market demand has undergone major changes compared with 2019.

Will the emergence of various online software affect the demand for exhibition hotels?

Will the gradual liberalization of outbound travel have an impact on the domestic mid-to-high-end tourism market and eventually affect the hotel industry?

As the number of people entering and leaving the country increases, how can domestic hotels attract overseas consumers?

These questions have yet to be answered, and the premise of answering these questions is to realize that the consumer groups of hotels have undergone major changes compared with 3 years ago. New demand, rather than rushing to "increase housing prices".

　　The hotel industry in my country is quite different from the hotel industry in developed countries. The latter is mostly chain hotels, including both high-star hotels and chain hotels.

However, the hotel industry in my country is dominated by independent hotels. Although chain hotel companies have continued to expand in recent years, it is still difficult to shake the market for independent hotels. In terms of actual operation, these independent hotels also have strong regional attributes and industry attributes. .

　　There are many independent hotels, which is not necessarily a bad thing.

On the contrary, independent hotels can be more flexible in positioning and operation, can take into account local and remote consumers, and can make a fuss about specialization.

We must know that the diversification and compounding of consumers is what the hotel industry will face in the future.

For example, tourists from multi-child families who come to travel and business travelers who come on business trips have completely different needs for rooms, bed types, services, etc. Of course, these two types of tourists can also be the same consumer. Just different scenarios.

The competitors of independent hotels are other local hotels. How to adjust their positioning in a timely manner according to the objective conditions of their own hotels and form unique competitiveness in a certain type or several types of hotel consumer groups is the key to competing for the future market.

　　In fact, this kind of thinking is also applicable to chain hotels. In the face of such a large geographical span, it is obviously not enough to use a set of products or services dogmatically.

　　From this point of view, there are still many things to do in the hotel industry to "start again", so don't rush to "raise housing prices".

And if strong market competitiveness and consumption stickiness can really be formed, it will be a matter of course for housing prices to adjust to a reasonable profit range with the market.