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疫后中高端酒店加速反弹争夺国庆档,减法变加法瞄准年轻客群

2020-09-12 来源: 搜狐网  热度: 举报
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  shangbannianzhongguojiudianruzhulvlvbianhua

中高端酒店三四季度加速反弹

  zaizheizhongqushixia,zhonggaoduanliansuojiudianjiasufandan。genjumaidianyanjiuyuan《2020nianq1quanguogaoduanjiudiankaiyetongjibaogao》xianshi,2020niandiyijiduquanguokaiyedegaoduanjiudianjin8jia,erjidukaiyedezhonggaoduanjiudiandadaole32jia。

  9yue10ri,bogaojiudianjituanqixiaquanxinpinpaiqishiwuyujiudianzhengshikaiye,zheishibogaojituanjifeng、ya、songxiliezhihoudingweizuigaodejiudian,yeshiyihougaigongsikaichudedi5jiaxinjiudian。jiuzaijizhouqian,xilaidengpinpaizaiguangdongdedi15jiajiudianguangzhouaoyuanxilaidengzhengshiyingye,zhuhaidujiacunjiudianlishiwuniandazaozhongxinmianshi,youshimaojituandazaodeshehuadujiajiudianpinpaiyurongyu9yue1riliangxiangwuyishan,kaiyuejiudianjituanandashipinpaiweiyuyazhoudedi6jiajiudianzaishamenkaiye。

  “disanjidudeshuzihuigengduogao,yinweishangbanniantuichikaiyedezhonggaoduanjiudianhenduodouxuanzai8yuezhi9yuezheigedangqiyingye,yibianzhengduoguoqinghuangjinzhoudexiaoshouwangji。”yiweibuyuantouluxingmingdejiudianyerenshixiangnandoujizhetoulu,guangzhoushichangyeshijingjixinghezhongduanjiudianlvxianhuisheng,ruzhulvyihuifujinliucheng,erqitaleixingjiudiandaduohaizaidiweipaihuai。

  yucitongshi,yipizhonggaoduandantijiudianhuomianlindaobi,huozhemianlinzhongzufanpaichengweiliansuojiudian。“shouyiqingyingxiang,xiaofeizheduiliansuopinpaijiudiandexinxinmingxiangaoyudantijiudian,zheijiliansuojiudiandailailejihui。”wangsongzhibiaoshi,qijintamenyijingjiechule40-50geyouzhuanrangyixiangdejiudianxiangmu,dan“henduochanpinyouxiaci,biruweizhi、zijinganggandengwenti,ermeigexiangmudouyouyiduitoubupinpaizaijiechuzaiqiang,suoyishichangbingburuwaijieyucedeneiyangkeyisuibian‘jianlou’。”

  bogaojiudianjituanzongcaiwangsongzhi

搭建自营销售渠道打造私域流量

  suizhexiechengxi、feizhudengotaxianshangyudingpingtaidehuore,jiudianxingyezaiotaqudaodekehubilizhuniantisheng,shenzhiyouxiejiudian60%dedingdandoulaiziota。danjinnianshangbannian,otaqiyezaoshouzhongchuang,xiechengyijidujiudianyewuyingshoujiangfugaoda62%。

  “cong2012nianzhijin,bogaojiudian8nianlaipingjunkaifanglvjundadao9chengyishang,tongchangyonghuzhunbeichumenqian1-3tiancaihuiyudingjiudian,chaoguoliuchengdeyonghuxiguantongguowomendeguanfangqudao,yejiushiguanwang、weixinxiaochengxuyuding,erbushiotapingtai。”wangsongzhitoulu,jinnianshangbannianxinguanyiqingbaofaqijian,zheizhongqushigengjiamingxian。

  “yiqingxia,otachanshengdexuqiudafujiangdi,women6chengkeyuanyikaoziyingqudao,jiashangzhiqiandexieyikeyuan,dingdankeyidadao7cheng。”wangsongzhibiaoshi。

  7-8yuelvyouyekaishiwangqilai,jiudianyexuqiuhuifudehenkuai,otadedingdankaishifandan。buguo,qianshuyeneirenshirenwei,yiqingzhongxinrangdajiayishidao,chuledisanfangpingtai,jiudianqiyehaishixuyaodajianzijidequdao,dazaoqiyezijidesiyuliuliang,bunengguoduyilaiota。

疫情重塑消费结构和消费习惯

  houyiqingshidai,suizhejingjiheshangwulvxingdehuifu,guoneilvsuxingyetongbuhuinuan。qizhong,zhongduanyishangjiudiandexuqiuzhanbidadao75%。juzhongguofandianxiehuilianheyingdiezixundeyanjiubaogaoxianshi,muqian,woguodejiudianyetaijiegouchengjinzitaxing,yijingjixingjiudianweizhudao,zhongdangjiudianjinzhan14%,erguojichengshushichangshangdejiudianyetaihuizhujianjinruganlanxing。fanguanwoguojiudianyedeliansuolvjin26%,yuchengshushichang60-70%debilixiangbi,haiyoujudadechengzhangkongjian。keyiyujian,zhongduanliansuojiudianjiangshiweilaishichangfazhanzhuli,jinnianlaizhongduanjiudianbaochile50%yishangzengfu,jianshidejibenmianyouwangchuxianzhongduanjiudianjutou。

  bogaojituankehuhuaxiang

  danburonghulvedeshi,jingguoxinguanyiqing,zhonggaoduanjiudiandexiaofeijiegouhexiaofeixiguankaishibeizhongsu。“zshidainianqingrenyichengweixinyidaixiaofeizhuli,tamenxiangshougaorenjungdpdehongli,zaixiaofeixiguanshanggengyuanweixingqutourushijianhejinqian,binghuizhudongxuanzeyouqu、duiweidepinpaijinxingxiaofei。fanyingdaozhusuxuanzeshang,huigengqinglaidiaoxingdute、yougediaodejingpinjiudianpinpai。”wangsongzhitoulu,birubogaojiudiandehuiyuanzhong, 85houhe95houquntizhanbigaodaqicheng,pianhaoshushijihaohuadejiudianshejifengge,aihaomeishi、lvxing、tiyudengxingqudeyonghuzhanbijin50%。tamenyegengguanzhujiankangheyule,gengqingxiangxuanquyouzaocanjixiawuchadecantinghejianshenfangdejiudian。

  历时近2年打磨的“骑士物语”正是以个性人文路线切入中高端酒店市场,这也标志着柏高全新品牌战略的开启。“我们坚持‘一店一设计’,除了马雕像,还有骑士元素的墙布、以骑士为概念的抽象造型雕塑等相关的艺术装置,让宾客仿如走在都市中的骑士艺术馆。此外,酒店还提供全日制餐饮,注重早餐和下午茶,入住时会送上手奉茶,房间内设有免费饮料和水果,选用纯天然香薰沐浴产品。同时配备了洗衣房、24小时健身房。房间里的百寸只能投影设备可以约三五好友一起开黑、看电影或者看比赛。“王松志表示,“我们希望通过最好的位置、最性价比的产品和服务来提高酒店的复购率。”据他透露,酒店吸引到不少旅游、音乐、电竞等领域的达人和网红前来打卡,开业当天开房率已经达到7-8成。” 南都记者了解到,从7月开始试运营至今,由于收益不断提升,毗邻广州塔的骑士物语酒店品牌旗下的第二家门店也将于年底前开业。

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