For domestic luxury independent hotel owners, independent hotel brands are also suitable for those who want to retain their own control of the hotel, but also want to benefit from the large member loyalty programs of the hotel brands.
After all, joining the independent hotel brand needs to follow fewer rules or standards of the hotel group, and does not need to pay huge management fees and foreign hotel group personnel costs, so it becomes a compromise choice when domestic hotel owners face the downward cycle of the hotel market.
From the consumer side, as a travel media person who has been working for many years, I think I still have some quality requirements for travel hotels, but in the past two years or because of the increasing number of business trips, I have become more and more indifferent to those five-star hotels with uniform and strong standardization, so that when I see the magnificent lobby, I automatically arise a thick “class flavor”. As for those homestays, people really have scruples about health and safety……
What to do?
At this time, the independent hotel brand becomes a good choice, which is not monotonous, but has the consistent service standards of high star hotels. To put it bluntly, this kind of independent hotel brand is the best strange destination “hotel filter”, trust them is to trust their hotel services, hardware screening standards, at least far more than some flashy, by cooperation with the rice hotel award selection of “XX must live” to be reliable.
Cherry Williams agrees, saying that in the context of the global recession, hotel guests are more price-sensitive than they were before the pandemic, and even high-budget customers are increasingly looking for added value and experiences. As a result, the gold content of the world’s well-known independent hotel brands is improving, and the boosting effect of the luxury monomerous hotel brand can not be underestimated, as if to consumers who do not know the history of this hotel and the status of rivers and lakes draw a certified “congenital NB Holy body” halo.
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For many domestic luxury monomer hotel owners, there is also a potential benefit of joining a head “hotel soft brand” at the moment – inbound tourism is open, and it is strongly supported by national policies. Since the summer holiday, Youtube is full of foreigners 144 hours transfer visa-free limit play China’s long and short videos, China travel has become a hot word, but also the traffic password of foreigners, open the label at will, one of the most popular video traffic can actually reach nearly 33.47 million.
Domestic high net worth customer groups are increasingly rare, this white flowage flow for domestic luxury hotel owners, it is impossible to let them slip away from the eyes, only efforts from the “inner volume” to “outward volume”. Then, adding independent hotel brands has become one of the best solutions to this proposition. To put it bluntly, you go overseas to do road shows, spend money to do INS, FB, this sum of money burned out is very painful, but a lot of things in fact if you join those head independent hotel brands, you don’t have to do it yourself, they are completed for you.
For example, according to Cheryl Williams, the integration of Pfutong’s I Prefer system with Chinese websites and mini programs has been completed. At present, most of the members of I Prefer come from Europe and the United States, and the members from the Asia-Pacific region account for about 10%, and the number of members exceeds 5 million, which is naturally very attractive to the owners of domestic luxury mono-hotel who are greedy for inbound tourists, and the tired operation of OTA alone is not as good as a fraction of other members. But as we said before, not all luxury individual hotels have the qualification to join the independent hotel brand, just like Michelin selection, the more high standard membership alliance audit is more strict, and even has a set of seemingly “abnormal” screening criteria.
Independent hotel brands’ evaluation teams will conduct site visits to the hotel to examine in detail the services, facilities, location and overall experience, and even some independent hotel brands will have dozens of hotels formed the most senior owner final review team, each person has a veto, and only one new hotel is approved per month in a region. 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.
Seemingly cumbersome, in fact, after the threshold is raised, it is also a responsible attitude towards other member hotels that join the independent hotel brand. Market down cycle, everyone wants to survive, iron also need to be hard, if you are eligible to join the independent hotel brand is essentially into a mutual insurance mechanism, everyone together who can not die, but also make each other better and better.
Hello, I am good, everyone is better, this “overall incremental” thinking or will be one of the new ideas for the future of domestic luxury monomer hotels.
