In recent years, the domestic hotel groups have been chasing the high-end market, or in the third and fourth tier cities to dig gold, the high-end hotel field is quiet.
Some people may say that this is the impact of the economic downturn, but neighboring Japan in the “lost 30 years” has risen to the “experience” such as Hoshino Group’s high-end luxury hotels; Perhaps some people will say that the current capital is impatient, but Wen travel has talked deeply with a number of investors and found that they need a high-end hotel investment product that is more in line with the needs of current users.
From the current structure of China’s hotel stock market, it is not difficult to find that hotels that can meet consumer demand, especially those that directly hit the pain points of the new generation of consumers, have always been popular with users and are in short supply.
Recently, Zhang Rungang, vice president and secretary-general of the China Tourism Association, said “Hotel industry, pay attention to structural problems”, which seems to convey to the outside world that the era of structural adjustment of China’s high-end hotels has come.
Aduo Group, which insists on exploring the “China experience” and has achieved considerable results, also anticipated the changes that will take place in the high-end hotel field early and has been accumulating strength for this. If the advanced “China experience” and high-end hotel products are combined, what will be the chemical effect?
01.
Where the user’s pain points are, the solution depends on
More recently, Addo launched its high-end lifestyle brand, Sahe Hotels. This new high-end hotel brand’s methodology in dismantling the “user experience” may bring some thinking to the industry.
The name of the hotel is derived from the Lisu language “SAVHE”, meaning breath. The name of the hotel has a strong Oriental aesthetic and cultural interest, which is in line with the cultural pulse of Yatuo Group.
It is worth noting that this high-end hotel brand took the lead at the beginning of its positioning, choosing the “service selection” that Yatou is better at, so that the Sahe Hotel brand has the gene of higher operational efficiency and return on investment just after its launch.
“Service selection” is the key variable that links user demand and investment efficiency, and is also the underlying logic. Multiple selected service items are properly combined, user needs are met one by one, the brand forms a differentiated advantage, and then leveraged high premium, bringing positive return on investment.
In the space design, the hotel’s eastern culture is the background color, whether it is tea, listening to the rain, or mindfulness meditation, all continue the emotional experience of Yaduo throughout.
In the highlight of the service, Sahe Hotel adopts the whole store deep sleep solution. Perhaps to see the successful experience of the deep sleep floor in the Yatuo 4.0 product, this time the Sahe hotel adopted the whole store deep sleep. What is this concept? Not one floor, not a few suites, but all the rooms in the hotel are deep bedrooms.
After all, for urban workers, natural deep sleep is a scarce commodity. It is yet another micro-innovation that smacks the worker’s pain home.
In order to meet this requirement, the hotel as a whole is built in accordance with a high standard of sound insulation technology, and the comprehensive sound insulation decibel level has been significantly improved. All beds are the latest in the Addo Planet Deep Sleep series, and the light sources in all rooms are designed with the sleep scene in mind and equipped with intelligent dimming systems. Even the sleeping fragrance has also gone to the heart, the user can choose wood tone, floral tone, citrus tone three options to enter the room.
Where the user pain, the solution is where. Large and comprehensive, do everything services seem to cover everything, in fact, is often a lack of thinking. What users need may not be that you have everything, but what I need, you just have, and you can exceed my expectations.
This is the charm of service selection, and it is also an evolution of Yado’s “China experience”.
02.
Industry structural inflection point is the opportunity point
Based on the services and facilities provided by the hotel, the industry divides the hotel into Full-service hotel, Selected-service hotel and Limited service hotel. The predecessor of the full-service hotel is the European noble hotel, at that time the traffic was not developed, travel is a very expensive thing. In addition to providing accommodation, the hotel also has restaurants, bars, entertainment and other one-stop services.
However, in the domestic market, with the popularity of Internet life services such as takeout and online car hailing, users’ functional demand for full-service hotels is decreasing. At the same time, the domestic limited service hotel market has also been very saturated, but because of the new generation of consumers on the hotel aesthetic, quality, experience and other higher requirements, the limited service hotel is also imperative.
According to the “2023 China High-end Select Service and mid-to-high-end limited service Hotel Market Research Report”, the international high-end select service hotel is expected to maintain a compound annual growth rate of more than 30% bucking the trend.
Standing at the inflection point of high-end hotels from “full service” to “select service”, Sahe Hotel is stuck in the opportunity point.
“Service refinement” is not simply an addition on the basis of limited service hotels, nor is it a maximum subtraction for full-service hotels. The approach of Sahe Hotel is to first determine the target customer group, and then choose the most suitable functions and services, so that the advantages of full service and limited service are combined to play a superimposed effect.
Sahe Hotel has grasped the pain points that have not been effectively met in the core target customer group, and increased the added value beyond the basic needs, such as deep sleep and meditation in the whole store, which can form differentiated cognition; At the same time, some facilities and services with low utilization rate were cut, such as all-day restaurants, etc., and core features were selected and retained.
With the ever-changing needs of consumers, more and more domestic and foreign hotel groups have begun to make efforts to select service hotels. Aduo Group, which is the basis of Sahe Hotel, has more localized advantages in service contact polishing, property understanding, cost management and other aspects.
The structural inflection point in the high-end hotel industry is an opportunity point for local brands.
