Interview With General Manager Of Guangdong Xihua Hotel Group

In the era of national live broadcasting, the hotel industry has transformed into online marketing. With its own unique catering advantages, Gaoxing hotel has launched takeout service, which has accelerated the pace of realization and recovery.

As the epidemic situation enters the stage of normalization prevention and control, how will the marketing mode of the hotel industry change in the future? Under the background that international brands occupy a large number of domestic high-end hotel market, how can local hotel brands catch up?

In response, Huang Xihua, general manager of Guangdong travel control group, said in an interview with the 21st century economic report that the epidemic has accelerated the opening of private flow pools in hotels, and hotel live broadcasting will be normalized. In the future, Guangdong local hotel brands should strengthen the training of hotel operation and management professionals, and accelerate the brand output with the support of the government.

Live broadcast attracts private domain traffic

How is the 21st century live? What changes have taken place in the hotel marketing model?

Huang Xihua: on February 24, Guangdong travel control decided to launch online live broadcasting and online store services, requiring all its hotels to launch online products. In the early stage, the Provincial Department of culture and tourism cooperated with YY, a tourism live broadcasting platform, which attracted a number of hotels including hotels under Guangdong Tourism control. At present, the online live platform of Guangdong travel control has been transformed into wechat dongyueyou applet. On February 28, the online store officially opened. I forwarded the link in the morning and received the order on the same day. I felt very pleased.

Up to now, there have been three live broadcasting sessions in Huabai Hotel and Baiyun Hotel. So far, they have been live broadcast for about 3 hours in Huabai Hotel and Xiamen hotel. As a provincial tourism enterprise, we hope to promote the recovery of urban tourism industry outside Guangzhou, and to attract tourists from Guangzhou.

The effect of live delivery is obvious. In May, some hotels have achieved balance of payments. Hotels with good live broadcasting performance are developing in a good direction. Now basically, each hotel has its own micro shop. In my opinion, live broadcasting can attract swing customers to place orders and realize the value while promoting the brand. It is a public welfare promotion meeting with low cost and good effect.

At present, the hotel's online marketing model is to set up customer wechat group and wechat mall to draw customers to the enterprise's flow pool, so as to develop distributors. I have several wechat customer groups myself.

21st century: how to improve the delivery effect of live broadcasting? Will the marketing channel of online live broadcast be maintained in the future? Does it mean that the hotel will weaken the connection with OTA?

Huang Xihua: preheating before live broadcast is the most important, and the focus is to expand the scope of customers. Sales is not the most important thing. Marketing is the first. The purpose is to let customers know that we are making profits, giving back and giving preferential treatment.

In the future, hotel live broadcasting will be normalized. In the past, hotels highly relied on OTA platform for distribution, but now they have to walk on two legs. On the one hand, they still rely on OTA drainage, such as the White Swan Hotel and other hotels to settle in Feizhu. On the other hand, they set up their own marketing channels and customer groups and began to compete with OTA for traffic. For Guangdong travel control, wechat is the main media of hotel online marketing.

High end restaurants take the lead in recovery

"21st century": what features of the hotel live selection will focus on?

Huang Xihua: it focuses on products that can attract the attention of customers. For example, the western buffet of Baiyun Hotel is reduced to 148 yuan / person. On June 20, Huaxia Hotel launched 9.9 yuan of afternoon tea meal coupon, and the discount of these products is very strong.

Catering products are one of the most popular products on the live broadcasting platform of hotels. In fact, in February and March, many high star hotels did not stop production. Instead, they were transforming into takeout and setting up online stalls. For example, the general bag of Sanyu hotel uses hand-made dough, which can ensure the taste after being made into takeout, and it is very popular with customers.

In addition to food, products on the platform also include hotel rooms and wedding services. From our experience, although the logistics cost of a single product is high, the sales volume of a large number of combined products is not very good. For example, the administrative package of 10 orders is not very popular with customers.

21st century: Gaoxing hotel takes advantage of catering advantages and brand effect to develop takeout service and increase cashing channels. In the future, compared with hotel accommodation, will catering business become the main plate of hotel brand output in the future?

Ms. Huang: Yes. The occupancy rate of hotels is greatly affected by the epidemic, and the vacancy rate of guest rooms is relatively high. But in terms of catering, hotels can develop takeout, and the channels of cash flow have been widened. Moreover, compared with other provinces, the Catering Economy in Guangdong Province has been more active.

In this epidemic, the customers of Huaxia hotel are mainly foreign tourists, and the occupancy rate is affected the most. During the period, the restaurant of Milin and the restaurant of Milin are more comfortable than those of the Hotels with history.

In the future, the hotel will take catering as the main way to build a brand, our goal is to make tourism life.

21st century: will the integration speed of local high-end hotel market be accelerated in the future?

Ms. Huang: Yes. Customers for the hotel's hygiene, health, safety and quality requirements to improve, the advantages of high-end hotels are more obvious. During the epidemic period, under the background that the average hotel occupancy rate was maintained at 20%, the White Swan Hotel could maintain the occupancy rate of 30%, and there were air passengers in February. Moreover, the epidemic has stimulated consumption upgrading. During mother's day, the catering business of several high-end hotels increased compared with the same period last year, which is a positive signal for the recovery of high-end hotels. In this context, low-end hotels are forced to transform.

The 21st century: the epidemic has brought the hotel industry into a period of calm transformation. What is the biggest difficulty in hotel recovery?

Huang Xihua: the key point is whether customers can flow and whether they can make a trip. The flow of personnel is greatly affected by the entry-exit policy, bad weather and the rebound of the epidemic situation. The hotel is worried that the society will overreact to the epidemic rebound, so the impact of these uncertain factors on the hotel is long-term. On the basis of effective prevention and control measures, the government should promote the flow of people in order to stimulate the tourism industry, otherwise the tourism industry will suffer more secondary disasters.

Export local hotel brands

"21st century": the White Swan Hotel and Baiyun Hotel under Guangdong travel control adopt the direct marketing mode. Is the direct marketing system more advantageous than the franchise mode in dealing with public health emergencies?

Yellow flowers: Yes, the direct marketing system is more conducive to quality assurance. We are mainly engaged in high-end hotels, focusing on exporting brands. The franchise system is not conducive to quality control. At present, the White Swan Hotel and Baiyun Hotel have certain expansion plans, and we have plans to provide financial support. For the government hotel series, four hotels, including Guangdong Welcome Hotel, Guangdong mansion and Guangdong Hot Spring Hotel, were put under the management of tourism control in 2018, and the hotel benefits, service level and employee wages have been improved. Therefore, we also have the idea to help the government hotels in the province improve.

21st century: Guangdong's service industry is well-known throughout the country. In what ways will Guangdong export its local hotel brands?

Huang Xihua: at present, many domestic high-end hotels have joined the international famous brands, but in fact, the hotels managed and operated by Chinese people can reach the level of foreign brands, and Chinese managers have a deeper understanding of the needs of Chinese customers. In Lulang Town, Linzhi, Guangdong brands such as poly, Evergrande and Zhujiang have invested in the construction of hotels, and customers' satisfaction and trust for Guangdong hotel brands are relatively high.

The cost of building a hotel is very high and the payback period is very long, but the operation and management of the hotel does not involve investment, which is more beneficial to the output of brand.

The development of hotel operation and management business needs a large number of professionals and the support of the government. Hotel industry is a labor-intensive industry, we have increased the talent training efforts, trying to cultivate more high-end hotel management talents based on the White Swan school. On the other hand, the current degree of marketization of the hotel industry is too high, and the export of local brands requires a lot of early investment, and the brand cultivation cycle is relatively long, but this is a big IP of Guangdong. If the local brand can be accelerated by the government.

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