Pay more attention to the competitive points behind the brand
The market began to truly verify the ultimate vitality of the hotel brand is to show that after the scale dividend, the further scale of the stock period that truly relies on its own strength is the final winner. Hotel investors no longer take scale and profit as an important prerequisite for brand selection, but will understand the power and value of the brand, and pay more attention to the membership system, customer acquisition system, profitability, etc., which require a higher level of investment in hotel brand management companies.
From this point of view, this is also why Lisheng Group, elong technology platform and other brands are favored by investors. They learn from the franchise model, the platform covers multi-grade hotel brands, in addition to the main brand, with regional advantages, personalized small and medium-sized wine management brands are not a few. According to incomplete statistics, in 2023 alone, Lichun has reached cooperation with Beijing Fuji Riya Hotel Group, Shanghai Yunjin Future Hotel Group, Instar Wine Management and other companies.
Constantly break the brand “boundary”
It is clear that the development model of the hotel industry is undergoing a transformation, and hotel brands are actively seeking new growth opportunities while dealing with excess competition in the market. Therefore, both international and domestic hotel groups need to evaluate the situation and challenge the market strategy according to the changes in the Chinese market. On the one hand, the “double brand” strategy is being adopted by more and more hotel groups, and the brand faces the pressure of market competition with a unified attitude to attract tourists from all over the world. In addition to Marriott, Hyatt, Intercontinental and other groups that have long promoted “double brands” worldwide, domestic hotel groups such as Wanda, Huazhu, Jinjiang, and Dongcheng have also joined the ranks of “double brands”. Through the combination of high-end and mid-end, economic brands, they meet the needs of different consumer groups and enhance market competitiveness.
On the one hand, with the influx of more and more cross-border “new players”, not only the number of hotel brands has changed, but the “boundaries” of their brands have become increasingly blurred. Bulgari, Versace, Armani and other luxury goods have long been in the global layout of the same brand of luxury hotels, at the same time, hotel brands are also extending their tentacles, opening restaurants and retail stores of the same brand, the concept of hotel brands is gradually expanding, and tends to be diversified.
Combining traditional neoclassical palazzo style with Arab architectural elements, Palazzo Versace Dubai is regarded as one of the most powerful representative masterpieces of the Versace lifestyle.
There is no doubt that the brand is an important intangible asset for any hotel group. For those hotel groups that already have many brands, choosing the most “sharp” brand and tearing open the market barrier to achieve “planting the flag” is their “tacit understanding” in the face of increasingly competitive markets. The number of brands is not the necessary condition to judge the win or loss of the hotel group, and the brand with content, high quality and market guarantee is the guarantee of reputation and sustainable development. However, no matter the number of brands, the hotel group must do well and do the right brand.
However, the emergence of new entrants and emerging hotel brands, which may leverage innovative thinking and new business models to capture market share, may put competitive pressure on the existing hotel industry. How to choose the right brand among many brands has become a problem for them. In order to solve this problem for the owners, the hotel group will renew and upgrade the products according to the current consumer market trend, meet the needs of consumers with new products, and help the owners reduce costs and increase efficiency. For example, the longest-established Hanting Hotel in the Huazhu brand matrix has been updated for 7 versions, and the whole season has also been upgraded for 6 times in the past 10 years. Through the version upgrade, Huazhu has successfully shaped the tone of the hotel and improved the stickiness of consumers.
At present, the market has formed a multi-giant multi-polar development trend, the whole season, Li Feng, Vienna, Vienna International, Yaduo and other have reached a “thousand store scale”, there are a large number of hotel brands towards this goal impact. For example, Jinjiang Hotel (China) previously released the latest brand strategy clearly pointed out that before 2028, fully tap the growth momentum of scale to create 12 thousand brands, of which Jinjiang Star, Magnolia, IU Hotel, 7 days these four economy hotel brands are included in the thousand brand development plan.
In the process of the total number of international hotel group brands breaking through 160, in the past two years, with the incremental integration of the stock and the exploration of the blank market, more and more hotel groups have accelerated the speed of the promotion of new brands, and the cooperation mode between hotel owners and hotel brands has also become more diversified with the development of the industry. In the view of the industry, the entry of new brands has also further intensified market competition, and after the battle for the stock of hotels, the future development pattern of hotel brands may be variable.
