With the increasing popularity of e-sports games, domestic e-sports hotels are also developing rapidly. Nowadays, “opening black” to e-sports hotels has gradually become a new choice for e-sports fans. According to Tongcheng Travel, the stock of e-sports hotels across the country will reach 15,000 in 2021 and will exceed 20,000 by 2023.
The price of the cheapest e-sports hotel is lower than that of Internet cafes, and its market share is expected to exceed 50% in the next two years.
Generally speaking, e-sports hotels are divided into There are two types: hotels with e-sports rooms and ordinary hotels with e-sports themed rooms. The former operates according to the idea of ”e-sports + hotel” and operates entirely around the needs of e-sports users; the latter is mainly the e-sports themed room type launched by ordinary hotels, following the idea of ”hotel + e-sports”.
The report of the same trip shows that according to the scale of passenger flow, in the current domestic e-sports hotel market, specialized e-sports hotels account for about 35.6% of the market, while ordinary hotels account for about 35.6%. Accounted for 64.4% of the share. The same journey travel forecast data shows that in the next two years, the share of dedicated e-sports hotels (consumption scale dimension) is expected to exceed 50%.
The same trip report shows that the current domestic mainstream e-sports hotel prices are mainly concentrated below 250 yuan per room night, accounting for 62.2% of the combined proportion, of which 150 yuan The price range from RMB 250 to RMB 250 accounts for 44.3% of the total, which are basically affordable hotels and budget hotels; the cheapest e-sports hotel costs only RMB 46 per night, and mid-to-high-end e-sports hotels (themed rooms) with a price of 450 RMB/night or more Consolidated proportion is 3.9%.
In terms of price, the news (www.thepaper.cn) search found that the per capita room rate of most e-sports hotels is less than 200 yuan, and many high-star hotels have The per capita e-sports theme room is also less than 260 yuan.
The same trip report pointed out that with the rapid development of specialized e-sports hotels, and the acceleration of the deployment of e-sports IP in mid-to-high-end hotels, mid-to-high-end prices above 400 yuan The proportion of e-sports hotels will show an upward trend.
Some fans of e-sports hotels told the news: “E-sports hotels have the same atmosphere as Internet cafes. Sleeping is much more comfortable.”
In fact, Yuan Yang, the founder of Ai E-Sports Hotel, said in a news interview that it was precisely because he liked to play games and didn’t like it. The environment of Internet cafes, butI couldn’t find an e-sports hotel with better services and sanitary conditions, so I decided to open one myself.
From the price point of view, a double room under 200 yuan/night may even be cheaper than an Internet cafe. Take a net fish internet cafe in a certain Jing’an district of Shanghai as an example. The member price ranges from 10 yuan to 20 yuan per hour, while the non-member price ranges from 20 yuan to 40 yuan per hour.
E-sports hotels have more repeat customers, with a repurchase rate of 65%
From the same trip report, China’s current e-sports The top ten most popular hotels in the hotel are Ai Gaming, Green Tree Inn, Super 8, IU Hotel, Eaka 365, Berman, Pai Hotel, Pudding Chain, Jiayue and Junyi. Among them, only the first-ranked i-sports is a dedicated e-sports hotel.
Interestingly, unlike e-sports users who are mainly concentrated in first- and second-tier cities, e-sports hotel users are mainly distributed in regional central cities, especially in the central and western capital cities . The report of Tongcheng Travel shows that Chengdu, Chongqing, Changsha, Hefei, Xi’an, Wuhan, Nanchang, Zhengzhou, Hangzhou, Shenzhen, etc. are the top 20 cities with a relatively concentrated distribution of domestic e-sports hotel users, and they are also e-sports hotel consumption. The most active city.
From the point of view of users of e-sports hotels, the same journey travel data shows that 67.9% of e-sports hotel users are male, and 45.2% are under 26 years old. It is the “Generation Z” people (groups born between 1995 and 2009) that the marketing community pays more attention to.
In addition, among the users of e-sports hotels, people aged 27 to 31 account for 26.5%. In other words, in the customer base of e-sports hotels, more than 70% of users are younger than 31 years old.
Research data from “Tencent Game Life” shows that according to the start-up share caliber, from January to June 2021, the top ten popular e-sports games in domestic e-sports hotels will be ranked in order For: League of Legends, PlayerUnknown’s Battlegrounds, Cross Fire, CS:GO, Dungeons and Warriors, Fantasy Westward Journey, QQ Speed, NBA2konline2, Dota2, Inverse War.
Guo Lina, general manager of Ai E-Sports Hotel, said in an interview that more than 70% of the guests are “post-90s” in terms of age, among which “post-95s” Accounted for 55%, “post-80s” and “post-85s” accounted for nearly 20%. “The audience just looks atMost of the people who are employed, do not have a family, or have just started a family without children. “Guo Lina pointed out that the proportion of students is not large, because the unit price of e-sports hotels is not low. In addition, due to the size of e-sports hotels, most of the guests are e-sports game enthusiasts and amateur e-sports personnel.
It is worth mentioning that compared with ordinary hotel users, e-sports hotel users have a longer stay in a single booking, and their annual consumption frequency is relatively higher.
the same journey shows that the average number of e-sports hotel users spends about 1.5 times per person per year, and 22.1% of e-sports hotel users spend on average 2 or more times per year. The consumption frequency of competitive hotel users is relatively higher.
Guo Lina pointed out that the price of Ruai E-sports Hotel is basically the same as or slightly higher than that of local boutique hotels. “But from our According to the analysis of E-sports hotels, repeat customers stay in the hotel for a long time, and the room consumption is relatively high. “
The report of the same trip shows that the average repurchase rate of users of Ai E-Sports Hotel is 65%, which is significantly higher than that of traditional hotels.
“Because e-sports hotel customers are basically in the hotel 24 hours a day, there is a chance of secondary consumption. Take i-sports for example, our rooms have double-door refrigerators. Food and beverage prices are similar to those in supermarkets, and room consumption is more than 100 yuan per night. “Guo Lina pointed out, “There are more consecutive stays on weekends and holidays. The average check-in time in a regular hotel is 1.5 days, and in our case it is 3.5 days. ”
Online travel platforms have “entered” one after another, and the domestic hotel market may welcome more innovative formats
It can be seen that online travel platforms and Internet game platforms One after another began to deploy e-sports hotels.
In June of this year, Tongcheng Yilong Holdings Co., Ltd. (Tongcheng Yilong, 00780.HK), the main operator of Tongcheng Travel, spent tens of millions of yuan in a strategic investment in I E-Sports Hotel. Mainly used for brand image upgrade, marketing promotion and store expansion of Ai E-sports hotel.
According to the news, as of now, Ai E-sports Hotel has opened 33 stores, including 2 directly-operated stores and 31 franchise stores; in addition, 80 stores have been signed to join. .
Guo Lina toldAccording to the news, since the second month since the opening of the first Ai E-Sports Hotel in the old city of Zhengzhou, Henan, the hotel’s annual occupancy rate has reached over 97%, basically full room, RevPAR (average available per room) The income from the sale of houses) is the same as that of the local four-star hotels. At the same time, “Now that franchise stores are opening one after another, most of the occupancy rates are above 85%.” Guo Lina said.
On July 15th, Tongcheng Travel, Tencent Game Life and Ctrip Travel jointly launched a cooperative e-sports hotel plan. Tencent Game Life will focus on products, operations, and digital operations. Dimension provides industry solutions. Tongcheng Travel and Ctrip Travel will open more platform traffic portals to jointly help e-sports hotels improve quality and services.
It is understood that Tencent Game Life’s solutions for the e-sports hotel industry involve product marketing, brand operations, digital marketing, and user immersive experience. In addition, Tencent Game Life will also provide offline game privilege products based on the game privileges of a variety of popular Tencent games, so that gamers can obtain better game rights and experience, and help e-sports hotels to acquire customers and upgrade service content.
The report released by Tongcheng Travel believes that the development of e-sports hotels is a successful practice of cultural and tourism integration. On the one hand, it has made some useful explorations for the diversified operation of the hotel industry. On the other hand, it also creates new opportunities for the popularization and sustainable development of my country’s e-sports industry. At present, the diversification and leisure trend of the domestic hotel industry is in the ascendant, from the early years of chess and card rooms to today’s e-sports hotels, movie hotels, and script-killing hotels. With the increasing diversification of domestic hotel market demand, I believe there will be more Innovative formats have emerged.