Foreign hotel brand has always been the recruitment of the hotel guests for signs of gold. But now the signs may no longer be "blind faith" of the.
Recently, Lufthansa business district in Beijing's hotels, 8 Xiaoyunli a global initiative from the aura of well-known foreign hotel groups, formally joined the Star-way boutique. Star is the largest mid-range boutique hotel chains - Starway Hotel Group's high-end sub-brand.
Foreign hotel brands face challenges of local competitors
Mr. Zhang, director of hotel sales feel moved to express, had thrown in their lot is indeed fancy foreign hotel brand to its international reputation, global resources and management experience, hoping to act as a "gold effect", but after running more than a year, the most critical and earnings in the occupancy rate did not change much, so start seeking new development opportunities, star quality process into his field of vision at the same time.
Starway Hotel Group is the largest mid-range hotel chain, has been in the country has more than 80 high-quality hotel. The "Star-way" brand mainly located in the mid-market hotel chain, which is equivalent to four-star hotel three-star grade; "The Star-way fine" positioning is an even higher level, for the upscale hotel market, the hardware and software services for the four-star standard, the price at between 400-600 yuan.
Zhang said the star has a comparative process in the country has a high impact, star quality as a way for high-income groups in sub-brand, and also more in line with the positioning of the hotel. In addition to the brand, the Star-way at the source, the hotel management on the support of the hotel is great. He said that cooperation in just one month since the hotel occupancy rate increased sharply, while the practical training, operational support and promotion for the hotel was also a personalized, effective help.
Foreign members of the hotel chain to switch to local brands is not the case, the budget hotel market has also been performed for the early development of similar incidents, dating back to 2007, suffered a number of members of a foreign brand hotels defection, switch to local brands, from the time the media reports of view, Most fancy hotel owners and franchisees of its international reputation model the successful experience of cooperation only to find that the initial fee but a lot of money and have received little specific operational support, business has not improved significantly.
Now, the surging mid-range hotel market is also a repeat of the local chain of events that the brand beat foreign brands.
Domestic Hotel Brand development effort mid-range hotel market
Currently, the low-end hotel market have been completed brand, chain. Large-scale foreign capital into China high-star hotel in the first and second tier cities; to Home led economy hotel chain in major cities throughout the country, relying on limited service, affordable price and efficient access to the customer chain brand recognition.
However, the mid-range hotel market is still relatively chaotic, the lack of a strong chain hotel brand, generally dominated by single hotel, only to face the market, excess supply but also by the high-end squeeze, have to seek external break the ice, the star-way is In the context of this growing up, the overall quality of integration of the market good, but independent of scale and lack of a good hotel brand, through the output of a unified brand image, marketing, operations management, free training, group purchasing, source protection and other services .
Whether it will bring large number of tourists and the hotel management to select the most substantial change to become an important factor in joining. This is exactly the way Star Hotel Group's strengths. Star-way data show that in 2009 the average occupancy rate of the national three-star hotel average occupancy rate of 15%, the average price is also higher than average. With the maturity of the hotel owner's investment philosophy, "good foreign monks chanting," the Times has become in the past proved to operate well as long as the local hotel brand, still has enormous appeal.
The industry said the momentum from the domestic hotel market point of view, mid-range hotel market brand, chain will be the trend, the single mid-range hotel chain will gradually be replaced by low-level phase out of price competition and instead rely on special services and brand effect to obtain the source. For the majority of outstanding single hotel, the local hotel brand has the advantage of focusing the core needs of the local source.
Star Hotel CEO SHAO Bing Cheng said the way to stars for the hotel's own strengths and weaknesses and make the appropriate program, to include customer base, sales, operations, services, publicity, advice and support in all aspects, especially the strong customer base and brand protection influence, won the majority of the hotel's identity.
