The hotel industry "starts again", don't rush to "raise the price"

In March, the hotel industry ushered in many positive results. Although the ADR, the key data of the operation of high-star hotels, that is, the average room price of the sold rooms, remained the same as last year, the booking situation increased significantly, and even the growth rate exceeded 2019. The booking data of chain express hotels, home stay, etc. are also optimistic.
In fact, out of optimism about the future market, investors' investment in the hotel industry and its related derivative industries increased significantly last year. According to the data of Tianyan, there are 2.284 million hotel-related enterprises in China, of which 280000 were newly registered last year. For this reason, in the face of this year's Spring Festival and March's operating data, some industry voices believe that the hotel industry needs to focus on improving the average room price of the sold rooms. Since the market heat has exceeded 2019, the average room price should also be restored in 2019.
However, whether the average hotel room price can recover quickly depends not on the hotel itself, but also on the overall market environment. You should know that the optimistic figures of the hotel industry in February and March this year are related to the recovery consumption and the holding of various exhibitions. The originally restrained consumption demand will be released in a short time, but once the consumption and exhibition return to normality, whether such consumption demand can continue is still unknown.
Of course, this is not to say that the hotel industry will face a poor market environment in the future, but that the overall market demand has changed greatly compared with 2019. Will the emergence of various online software affect the demand of exhibition hotels? Will the gradual liberalization of outbound tourism have an impact on the domestic high-end tourism market and eventually affect the hotel industry? With the increasing number of entry-exit passengers, how can domestic hotels attract overseas consumers? These questions need to be answered, and the premise to answer these questions is to realize that the hotel consumer group has changed greatly compared with three years ago. What the hotel industry needs to do is to adjust its products and services in a timely manner and target the new needs of the consumer group, rather than rush to "raise the house price".
The hotel industry in China is quite different from that in developed countries. The latter is mainly chain hotels, including both high-star hotels and chain hotels. However, China's hotel industry is dominated by single hotels. Despite the continuous expansion of chain hotel enterprises in recent years, it is still difficult to shake the market of single hotels, and these single hotels also have strong regional and industrial attributes in actual operation.
The number of single hotels is not necessarily a bad thing. On the contrary, single hotels can be more flexible in positioning and operation, taking into account local and non-local consumers, and can make articles on characteristics. You should know that the diversification of consumers is what the hotel industry will face in the future. For example, the demands for room, bed type, service and many other things are quite different between the multi-child family tourists and the business travelers who come to travel. Of course, these two types of passengers can also be the same consumer, just in different scenarios. The competitors of individual hotels are other local hotels. How to adjust the positioning in time according to the objective conditions of their own hotels and form a unique competitiveness in a certain type or several types of hotel consumer groups is the key to compete for the future market.
In fact, this idea also applies to chain hotels. In the face of such a large geographical span, it is obviously not enough to use a set of products or services dogmatically