The outbreak of the new crown pneumonia epidemic has brought many industries into a state of stagnation, and the hotel industry in particular has been severely affected. According to the "Analysis of the Impact of the Epidemic on the National Hotel Market" issued by the China Hotel Association, from the 5,000 hotels surveyed across the country , during the Spring Festival, the epidemic caused an average loss of 67.81 % of hotel operating income , of which 89.88% of hotel operating income The loss is higher than average.
After nearly two quarters of blows, during the May Day holiday, the domestic tourism industry seems to see hope of recovery. The data shows that the search volume of "May 1st" hotels in major domestic tourist cities has steadily increased, and hotel bookings in popular destinations have increased by varying degrees. The total number of domestic tourists received on the first day of May 1st holiday nationwide reached 23.197 million, achieving domestic Tourism income is about 9.77 billion yuan.
Hotel occupancy rate / occupancy rate in key cities hit a recent high
[Beijing] 56% of star-rated hotels resume business, and 32% of rural tourism businesses resume business;
[Shanghai] The total number of tourist receptions was 7.07 million, driving consumption of 9.5 billion yuan, and the average occupancy rate of country houses was 81% ;
[Guangzhou] hotel bookings and Ching Ming holidays compared to growth of 1 times;
[Sanya] The room occupancy rate of Atlantis was around 90% , a recent high. Club Med Joyview Anji Resort and Beijing Yanqing Resort were all sold out during May 1st ;
[Hangzhou] Hotel reservations increased by more than 60% month-on-month ; the occupancy rate of five-star and high-quality hotels in Chongqing’s Yuzhong District exceeded 70% . For example, the occupancy rate of Westin Hotel was 100% , and the occupancy rate of hotels around Hongyadong was 83.91% , Ritz The occupancy rate of Rui Hotel was 74.71% .
High-end resort hotels pick up, prices return to previous years
[Big data for travel accommodation on the same journey]: Due to the significant increase in demand for high-end resort hotels, the average house price of domestic hotels (except Hong Kong, Macao and Taiwan) during the May 1st holiday this year is about 405 yuan per room night, an average increase of about 42% .
[Fliggy Data]: This year, the May 1 Hotel has restored the normal price of last year’s holiday, and the average price is only 2% lower than last year ;
[Qunar data]: The average hotel price was only , 75% of last year's .
High-star hotels and quality homestays are the most booked, and the popularity of surrounding travel continues
[Data from Qunar.com]: Among the hotels booked by consumers on May Day this year, 4 star and 5 star nights accounted for 55% , and the number of resort hotel bookings increased by 2.36 times on a week-on-week basis ;
[Data on Lv Mama]: More than 60% of users tend to choose resort hotels;
[Honeycomb data]: Homestay bookings increased by 233.7% month-on-month , and hot search words surrounding homestays rose by more than 30% . The average popularity of the country 's 100 most popular rural tourism cities increased by 110.3% compared with the Qingming holiday .
During the epidemic, mid-to-high-end hotels responded quickly to the crisis and continuously launched various activities to ease funding pressure. For example, the CEO will live broadcast the goods in person; international high-end hotel brands such as Marriott and InterContinental directly charge the price of cabbage to recall consumers; Fliggy and merchants have launched a 100 million yuan consumer subsidy.
The Sanya Edition of the Sanya Haitang Bay Internet Celebrity Hotel, the retail price of 3888 yuan / night package is sold at 1888 yuan / night, and it also includes two consecutive levels of upgraded room types. Banyan Tree Anji usually costs 6,000 to 7,000 yuan, but now it only costs 1999 yuan for two nights .
Accompanying the low-price strategy is the sale of a large number of real estate vouchers on the online platform. On the one hand, it is to ease the recent tight cash flow and withdraw part of the funds. On the other hand, it is also to "warm up" the recovery of the tourism industry.
Accor launched the Super Brand Day pre-sale on the Fliggy platform, which also included a special 88VIP event, and its sales exceeded the Double 11 last year .
Many high-end hotel brands, including Marriott and Accor, also cooperate with platforms such as Ele.me and Meituan to help hotels increase exposure and online sales channels for catering.
Measures such as live broadcast of grass planting, low-price strategies, pre-sale of room coupons, and launch of online takeaway platforms have laid the foundation for the recovery of the hotel industry.
At the same time, the situation of individual hotels in the city is not optimistic. Brand chain hotels have lowered their prices one after another, almost leaving individual hotels completely out of living space. Many hotels are facing a crisis of bankruptcy after the epidemic.
Recommendations for hotel tourism under the new crown epidemic
Strengthen investment in hygiene, meet new demands for clean and epidemic prevention, actively implement the requirements of the epidemic prevention self-discipline convention, and conduct a transparent display on the platform.
Improve the intelligent and unmanned user experience: meet new requirements of social governance through contactless check-in and real-name registration. In the future, when domestic labor costs are getting higher and higher, improving the efficiency of hotel services through unmanned and intelligent methods and reducing human expenditures will inevitably be the key to seizing opportunities in industry competition.
Broaden publicity channels: The publicity channels are as rich as possible: official websites, WeChat public accounts, Xiaohongshu, Douyin and other social media can be used as messengers to spread. Making good use of various channels to establish hotel brand positioning and deliver key information has become an importan, t focus of the hotel.
In this battle against the "epidemic", we have seen the helplessness of companies being forced into a period of stagnation and the courage of companies to continuously release their potential, seize opportunities, and launch self-help actions. Under the epidemic situation, "contactless" services are in great demand. In order to minimize the cross-infection caused by contact between guests and hotel service personnel, the transformation to intelligence and the provision of "contactless" services have become self-help measures actively tried by hotels.
Enabling the transformation of traditional hotels to smart
The transformation of traditional hotels to smart and self-service check-in is an inevitable choice. The future key full-process contactless service solution provides one-stop smart management solutions for hotels, homestays, apartments, etc.: It has been docked with PMS systems such as Lvyun, Zhuzhe, Westsoft, Chinasoft, etc. , and can realize quick check-in without contact , Renew room, check out, reduce guest waiting time and enhance customer experience.
"Contactless" service, improved efficiency and satisfaction
Online ordering, self-service check-in, mobile phone door opening, code scanning ladder control, smart room control, quick check-out, room renewal and other intelligent contactless service solutions provide hotel security and strictly prevent virus spread and cross-infection risks.
The future will improve not only efficiency, but also customer experience satisfaction and the core competitiveness of hotels. In the special period of epidemic prevention and control, the use of intelligent equipment for "contactless" services will become a trend.
After the epidemic, with the empowerment of 5G technology, Internet of Things and other technological means, smart hotels compared to traditional hotels will surely become an important member of the diversified development pattern of Chinese hotels.
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