03.
Service to select the problem of breaking the ping effect
At present, high-end hotels are transforming from real estate to investment tools. As a space product for investment, ping efficiency is an unavoidable topic. For physical businesses, although improving service experience is a well-known rule, there is a contradiction between experience and effectiveness. The format that emphasizes experience is generally considered to have high hardware requirements and large required area, and generally speaking, the plateau effect may not be outstanding.
However, the weapon of “service selection” can transform contradiction into unity.
At the Sahe Hotel, the space design follows the logic of composite function. For example, the public area realizes the integration of functions of social interaction, office, book bar and art installation. The placement of books has changed the centralized display of Yado “Bamboo House” library style, but is divided into different combinations scattered in the public area, through the sofa, tea room, etc., to form a number of reading areas that can be freely combined.
The public area has a “Listening to the rain” art installation and a sachet and fragrance area. These layouts echo with different functional modules in the open environment, so that the art installation can be echoed with the restaurant, tea room and other areas, producing a spatial experience similar to that of an Oriental garden.
The open Ming file of the restaurant area adopts the tidal design, which can realize the combination of different needs of breakfast, afternoon tea and night snack in the same space through screen and light transformation. The combination of functions through selected services can effectively improve the space efficiency of public areas.
With the post-90s and post-00s entering the workplace, consumption shows a more diversified trend. Compared to the previous generation of consumers, they are more willing to pay for quality, experience, aesthetics and values. The services that inject a sense of relaxation into the business travel space and provide higher emotional value have become the key to the high premium of the Sawa hotel.
For example, the self-service laundry service that has been well received in the Yaduo Hotel has been upgraded to the butler’s “guest laundry” in the Sa and Hotel, and the clothes are collected and sent to the door, eliminating the need for users to operate independently. As for stress and poor sleep, it is prepared with a full set of solutions. These services, which make consumers feel like they “know themselves”, ultimately leverage higher premiums for limited space.
According to the Sahe Hotel franchise manual, the cost of a single hotel room is about 200,000 yuan, the average RevPAR is 550-650 yuan, and the return on investment is 4.1 years. The general high-end selection of service brands, the fastest return cycle is more than 5 years, slower to about 8 years. In contrast, the return on investment cycle of the Sahe hotel is more benign.
The underlying logic of the hotel is a space business, and space is the product. In the limited space, the experience force and emotional force are excavated to the maximum, which is the most effective flat efficiency improvement.
04.
High-end hotel investment entered the second half
Previously, when it came to high-end or luxury hotels, people often came up with Shangri-La, Mandarin Oriental and other brands. The industry has been looking forward to a high-end hotel of the Chinese people’s own, but whether the local brand has high-end hotel genes, there is still a lot to wait and see. This time, once the Sahe Hotel was launched, the design language with Oriental aesthetic and the depth of the accommodation experience were refreshing to the industry.
Since the formation of the high-end hotel industry in China in the 1980s, the property-driven logic that has been followed is being restructured. High-end hotel formats will eventually return to the development logic of the nature of the industry, and the high-quality development of the industry is just the right time. In the long run, high-end and even luxury hotels with independent aesthetics and distinctive business models are bound to emerge in China’s local market. The breakthrough of a number of local brands to high-end hotels, such as Sa and hotel, is leading a development trend in the industry.
Return to the essence of the industry, it seems to be a cliche, but knowing does not mean that it can be done or even done well. Therefore, to form a specific solution in the high-end hotel field and implement it, the product must be full of imagination and understand the user’s pain points. The important thing is whether the hotel brand can build such a “field” to run all this solidly.
And in the process of doing well, different local brands will face different challenges. For Sahe Hotel, its backside of Yaduo has a strong sense of humanity and experience power genes. These elements are the essential background color of high-end hotels. One side of the soil nourishes the other side of the hotel, rooted in Chinese culture, the Sahe hotel to convey not only the local methodology of high-end hotels, but also the breath and resonance of Oriental heritage.
High-end hotel investment has entered the second half, a more differentiated aesthetic style, more can bring emotional value to users, and has a higher efficiency of the investment model, is more worthy of trust. Savoy Hotel delivers not only accommodation space, but also a living proposal to the user. For high-end hotels, experience is an element, and experience is a weapon.
A brand with experiential power will form its own energy system to move through the cycle.
