01
The National Day is approaching, but the domestic luxury hotels are constantly cold, and recently a number of Yunnan, Beijing, Shanghai, Hong Kong hotel sales, public relations and I complained that the Golden Week situation this year is a little unclear.
How lost are you?
Say a cruel phenomenon, the National Day hotel market in previous years is a hot price increase, rose to death, right?
These two days, I noticed that in the recent tweets of well-known KOL Tours in the industry, many luxury hotel brands that seemed high at a glance were replaced with “no increase in National Day prices”.
For example, a series of luxury hotels such as the Ritz-Carlton and St. Regis in Beijing, the Ritz-Carlton in Hong Kong and Anantara in Xishuangbanna have “first downgraded to respect”……
Yes, you heard right, is not to raise the price, and even lower the price, the cheaper the sooner the move in, the more likely to pick up the leak.
Recently, the world’s largest hotel group Marriott CEO Capuano talked about the Chinese market, he said that Marriott Greater China hotel guests in advance booking hotel cycle is less than three days, which has a considerable impact on the pricing strategy of hotels in China.
Capuano added that the three-day booking period was the shortest he had ever seen.
In July, Marriott cut its forecast for room revenue growth through 2024, citing weak domestic travel demand in China and North America.
The hotel industry is facing an unprecedented new situation, some luxury monomer hotels can not sit still, began to find a way out, after all, when the market changes, do not change is waiting for death.
Recently, several owners of luxury hotels in Guiyang, Jiangsu and Zhejiang have always been high and cold, and I consulted almost a class of questions:
Which of the world’s leading independent hotel brands is worth joining? What are their conditions for joining?
When the business environment changes dramatically, these hoteliers finally realize that relying on their own “alone” is no longer able to carry, which is a good thing, but also a change in business thinking and international standards.
Some of the global independent hotel brands may sound strange to you, but in fact, they have each gathered hundreds of countries and regions of the world member hotels, recently many domestic high star hotel owners and I have been mentioned.
On the other side of the coin, Cheryl Williams, chief revenue officer of the world-renowned independent hotel brand Pufuteng Hotels and Resorts, also mentioned to me a phenomenon that the domestic hotel market is declining this year, and many domestic high-star hotel owners are interested in joining Pufuteng for “group warmth” consideration. In particular, Pu Futeng’s top luxury LEGEND series hotels are very interested.
Recently, Cheryl Williams herself has been involved in several key business development meetings for LEGEND hotels in Shanghai and Beijing.
She said that she could feel the urgency and enthusiasm of the Chinese hotel industry, but in fact, the LEGEND series has not been in a single hotel in China, and the screening criteria are very strict.
How strict is it?
Just look at The hotel names, and this year’s Best 50, which awards restaurants and bars, has just announced its second annual “The World’s 50 Best Hotels.”
No. 1 is the Capella Hotel in Bangkok, and No. 2 is not the Ritz-Carlton, Amaman, Six Senses or Bulgari, but the Passalacqua Hotel on Lake Como in Italy (it was No. 1 last year).
Passalacqua hotel is a member of the LEGEND series, as of this summer, this series alone has more than 100 member hotels worldwide, but also let more domestic luxury mono hotels realize the value of the global independent hotel brand.
02
Why is it that the more the economy converges, the more domestic luxury hotels realize the value of independent hotel brands?
From a foreign point of view, the history of many European and American luxury monomer hotels is actually far greater than today’s Marriott, intercontinental and other international hotel groups, you let them condescend to join a hotel chain is really a bit of a “drop”.
Independent hotel brands are different, this kind of “hotel soft brand” that is not attached to major groups can not only maintain the original style of high luxury hotel brands, but also play the role of “huddling together to warm up”.
According to The latest Forbes Travel Guide 2024 Star Awards, the Fullerton Bay Hotel in Singapore, Hotel Unique in Sao Paulo, Brazil, and the two Leela Palace Hotels in Udaipur and Jaipur, India, are among the 60 Pfu Teng LEGEND hotels.
According to recent STR data, U.S. developers and hotel groups have plans to open nearly 60,000 “soft brand” boutique hotels between mid-2023 and 2027, and these planned hotels, if completed, will achieve a compound annual growth rate of 29% over the next four years.
In fact, some small and medium-sized luxury hotel groups overseas have also chosen to “beat and join”.
As at the end of July this year, all hotels under the luxury hotel brand Virgin Limited Edition will be launched on the official website of the company as a member of the LEGEND under the top luxury series of the company.
