With novel coronavirus pneumonia this year, many hotels have not resumed business since they closed down, and some have even been closed shop. Even some famous international hotel brands have not escaped the fate of "delisting". In the past few months, such as the Four Seasons Resort in Hainan and Hilton, such as the four seasons hotel in Hainan and Hilton, have been suspended. Why can't even famous international hotel brands survive this difficulty? Is the fundamental reason behind frequent delisting really lie in the huge impact of the outbreak?
In fact, the epidemic is not the root cause of the failure of internationally renowned hotels in the Chinese market, it is only the fuse to accelerate the delisting of these hotels.
The real reason behind it is the imbalance between supply and demand
The times have changed, especially after the outbreak. New environment, new market, new channel and new technology force hotel operation, management and service to keep pace with the times.
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At present, the hotel has made progress, the competitors facing the hotel brand are gradually mature, and the owners have a wider choice space. For the hotel brand, how to continue to play a leading role in the industry needs self reflection and even innovation.
▲Am| Jinpan Hotel Design
Considering the number of brands and the relationship between supply and demand, we must have a more accurate market positioning. For luxury and high-end hotels, the investment cost is huge. If the market positioning is not accurate, there will be problems in the development, design, planning and other aspects of the product, and it is inevitable to delist.
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In addition, from the micro point of view, there is a serious imbalance of brand functions in the operation level. The localization and nutrition of hotel restaurants, the differentiation of guest rooms and the individualization of service have not been effectively solved.
▲Am| Weinan Jianguo Hotel Design
When time and economy allow, guests prefer to go to the characteristic hotel with local characteristics. The hotel is unchanging and has no characteristics. Even the hotel guests can not stay, let alone attract the local surrounding consumers. At present, the types of guest rooms are basically standardized products such as large bed room, standard room (double bed), executive suite, etc., with serious homogenization of design and pattern.
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In the future, it is worth studying whether personalized hotel design can be carried out according to the travel scenes and consumption preferences of different groups.
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