Zheng Nanyan, Chairman Of The Board Of Directors: The Biggest Opportunity Of The Hotel In The Future May Be In The Suburbs And Urban Leisure

On December 18, at the 21st century accommodation Summit Forum (2020) sponsored by the 21st century economic report, Zheng Nanyan, founder and chairman of baidawu group, pointed out in his speech that the global tourism industry continues to be affected by the new epidemic situation, and the accommodation of international tourism hotels has decreased significantly. From the third quarter of 2020, user demand begins to flow back to the domestic market, with a strong growth month on month. The accommodation industry of Ctrip has increased by 98% month on month, the traffic ticket business has increased by 66% year on year, and the tourism and holiday industry has increased by 151% month on month. The domestic tourism market has recovered strongly and will continue to continue. Small and refined and personalized products will be the consumption trend in the future.

"In fact, the epidemic may bring another unprecedented opportunity to China's hotel industry. This opportunity has high technical requirements. Unlike the opportunity we brought in 2000-2005, a group of economical hotels gradually turned into large hotel groups. At that time, we were still struggling to see who ran fast and whose operation efficiency was high. Now the technology content, all consumers began to upgrade, the epidemic also prompted China to accelerate the pace of upgrading. " Zheng Nanyan said.

He analyzed: "we have been emphasizing in China that we hope to promote leisure and vacation, not just sightseeing, and have been unable to push forward. And the epidemic situation suddenly makes leisure vacation become something that everyone unconsciously has to do. " A typical case is that if you can't travel abroad or go on a long-distance trip, you can divide the time and cost of a long-distance travel into four or five peripheral leisure vacations. Everyone will go to higher star hotels and enjoy higher star service. Today's leisure vacation will make the hotel become a destination and a consumption scene.

At the same time, Zheng Nanyan pointed out that in the face of the epidemic situation, the domestic epidemic prevention policy has been gradually promoted, in return for the effective control of the domestic epidemic situation and the gradual recovery of the domestic market economy, which also gives the tourism industry a chance to breathe. The consumption demand of middle and high-end outbound travel flows back to domestic tourism. The epidemic has changed the trajectory and behavior of consumers' offline activities, and new opportunities have emerged at this critical point. The brand of the hotel is divided based on the scene and function, and the most opportunities may appear in the suburban vacation and urban leisure.

After the epidemic, consumers' life needs to continue, and their travel demands need to be met. At this time, domestic high-quality scenic spots and hotels, theme hotels and even hotels in cities within a 2-hour drive around big cities have become destinations for leisure and vacation. In the future, there will be two major types of hotel brand division in the market, one is suburban vacation, the other is urban leisure.

Based on the current social environment, market atmosphere and consumer demands, a series of full service resort hotels will stand out and occupy market share. These full-service resort hotels may be opened in domestic scenic spots or places with beautiful scenery like Kaiyuan resort; or they may be like Barcelona, a brand of all inclusive resort hotels owned by baidawu, which comes from Barcelona, Spain, can fully meet consumers' various travel demands, reduce their travel thinking costs and provide considerate services for all ages.

Hotels with characteristics and quality in the city will also become popular destinations for domestic tourists. For example, nygro Hotel, a brand of jiulongcang Hotel, follows the jiulongcang group to take root in the urban core area, and binds with the high-end department store brand of jiulongcang to help consumers achieve the comprehensive goal of one-stop travel; or ruby, a hotel brand under the banner of baidawu, which focuses on lean luxury from Germany Hotels, derived from the concept of luxury yacht room design, introduces the story space of European classic era, and creates a destination space with personalized and story sense for young consumers with the theme of music and wine, so as to meet the psychological demands of current consumers for clock in travel records. These representative city hotel brands are actually fulfilling the concept of "hotel is destination".

In recent years, various hotel groups have started a series of matching and adjustment according to the preferences and resonance points of different consumer groups. Various theme hotels and IP cross-border cooperative hotels are no longer new things. In the future, the public consumers will be more and more reluctant to consume the brands that are all over the street. The requirements for the consumption experience are not only limited to the differences between the brand and experience, but also expect that the brand is a product and service belonging to only a part of the people. This series of market feedback can be summed up as "consumers' self cognition, reflecting consumers' independent aesthetic and life style", which is different from the brand type divided from "scene and function" in the first dimension.

? ? ? Zheng Nanyan said: "the epidemic situation in China has led to the upgrading of the whole hotel consumption, the economic decline, and the upgrading of everything else. However, the purpose of staying in hotels is not completely the trend of using hotels as tools. My understanding is the rise of" minority resonance ". People's consumption is to reflect their own unique views and aesthetics, not to live in the whole world The most famous hotels. This is the new trend of consumption that I understand from the whole hotel industry. "

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