After more than ten years of development and progress, hotel-style apartments, as a new type of business in the process of market segmentation in the tourism industry, are adapted to the needs of self-service tourism for the purpose of family travel and leisure, and personal medium and short-term business activities. , Has promoted the diversified development of the tourist hotel industry market, and objectively verified the importance of subdividing the tourist hotel industry market. For the source of serviced apartments, this part of the source prefers a family-style living environment and affordable prices; as an investor in apartment hotels, it integrates resources. Based on my country's current real estate investment status, a large number of real estate resources are idle. Therefore, the integration of some small and medium-sized real estate resources into serviced apartments meets the needs of real estate owners, family apartment investors, and tourists. Therefore, the style of serviced apartment building has become popular.
According to monitoring data, there were 92 newly opened three-star and above hotel-style apartments nationwide in the first half of this year, and the total number of beds increased by 25,548. The rankings of China’s famous brand hotels are changing. Boutique hotels have risen strongly, indicating that they are becoming more and more popular in the market, while traditional high-star hotels have been stagnating in both room prices and opening rates. China’s hotel industry It seems that the passenger flow cake brought by the booming tourism industry has not been truly shared. This phenomenon is indeed worthy of attention and reflection. Xu Jinzhi, a consultant of the China Tourism and Hotel Industry Association and director of the Expert Committee of the National Hotel Star Rating Committee, pointed out with a detailed case that China’s hotel industry is more or less facing five types of "room, catering, human resources, cash flow and cost increases". This subject is perplexed, and thus formed a bottleneck in marketing and operation management. Innovation and upgrading is a strategic choice that China's hotel industry has no other choice.
Following the star-rated hotels, budget hotels, and service apartments, the hotel industry has given birth to a brand new format-community hotels. This new form of hotel is not only an innovation in the hotel industry, but also lays a solid foundation for the development of short-term rentals. However, at this stage, most of the hotel-style apartments are fighting their own way, and there is no chained national service brand. This not only restricts the development of hotel-style apartments, but also affects consumer confidence. While the development of serviced apartments has entered a favorable period, there are several points that need to be brought to the attention of industry operators and investors.
1. In the operation of hotel-style apartments, most of them are fighting each other at this stage, and there is no chained national service brand. This not only limits the development of serviced apartments, but also affects consumers' confidence in choosing serviced apartments. In this regard, powerful star hotels can actually show their talents in the serviced apartment market segment. Relying on the scale advantages, brand advantages, management advantages, and marketing advantages of star hotels, after intervening in the hotel-style apartment market, it forms its own operation and management model and continues to expand its chain. For example, in order to save costs, the operators of hotel-style apartments will hand over the linen of the hotel-style apartments to a professional washing company for cleaning. There are many problems in this. In the recent CCTV "Focus Interview" program, some unscrupulous washing companies have exposed the problems that exist when cleaning linen, which brings hidden dangers to the health and safety of consumers.
2. The management of hotel-style apartments, although they have learned the management of star hotels at different levels, they are far from standard. Because of the current development status of the industry, there is no specific management standard for hotel-style apartments. There is no clear industry standard for the high or low service level of the hotel-style apartment and the quality of the hardware facilities. The operation is completely dependent on the self-discipline of the industry operators, which makes it difficult to guarantee the rights and interests of the hotel-style apartment consumers. This is what the so-called first-class enterprises formulate and sell standards. There are a lot of business opportunities here, and I hope that a leader in the management of serviced apartments will emerge, so that the serviced apartments will develop with standards, brands and chains like star hotels.
3. It is hoped that under the leadership of relevant government departments or a competent hotel-style apartment management party, a hotel-style apartment management standard that can be promoted by the industry will be formed as soon as possible. In this regard, if a star-rated hotel with strong strength participates, refer to the star-rated hotel evaluation standard and the management standard of its own hotel, delete the complex and simplify it, and form the evaluation of the service level of the hotel-style apartment, or the standardization of the operation standard.
