It is said that the girlfriend can be romantic to cry.
The upgrade of the hotel industry is not a new topic. In the subject hotel area, we have reported there are movie hotels like this, Adol has also tried various hotels that cooperate with brand IP, such as NetEase, Zhihu, Tiger, etc.
Consumption upgrades, experience economy also promote the upgrade of the hotel industry. The problem facing China’s mid-range hotels is that demand exceeds supply, accounting for only about 20% of the total, while demand is more than 50%. The rise of the homestay fills some of the market space, but it is far from meeting the demand.
The recently contacted “ Wanai Lovers Hotel” chose to cut in from the love theme. Founded in 2011, Wanai Lovers Hotel has more than 40 stores covering Beijing, Tianjin, Wuhan, Zhengzhou, Nanjing, Guangzhou, Kunming, Guiyang, Xi’an and Chengdu. It is expected to exceed 50 this year.
According to the data provided by the company, the average occupancy rate of Wanaimen Store is above 103% in 2018, the highest single-day store occupancy rate is 222%, RevPar is 2-3 times of the fast chain hotel, and the investment return period is In about 3 years, the fastest store has recovered its cost in 15 months.
The hotel industry is a service format, and the difficulty is in the management and efficiency of personnel. Sun Tongmin, founder of Wanai Hotel, told the company that the company’s good operational data comes from brand positioning, efficiency, marketing, operational details and control of personnel services. Specifically, it is the standard for performing high-end hotels in terms of quality, and learning fast hotels in terms of cost.
From the perspective of pingyi, the price of Wanai Hotel is in the middle and high-end of the hotel industry. Compared with the star-rated hotels of the same price, Wanai Hotel has saved costs in two aspects: the first is not too arrogant. In the lobby, in Sun Tongmin’s view, these areas are the brand and image value of star-rated hotels, but the efficiency is much lower. The Wanai Lovers Hotel has reduced this area; the second is not to provide breakfast, restaurant area, personnel, And material costs are saved by 15%.
In the service link, Wanai has supplemented, such as the staff’s exemptionDiscount privileges, free fruit in the lobby, tea, free drinks for members, etc. The problem of the service industry is that it is difficult to standardize and the difficulty is in management. In addition to the previous system staff training, the company adopts a method of random sampling of 5 service recordings every week for scoring, and employees who fail to meet the standards are required to “rebuild”. In addition, in addition to higher quality hardware services, Wanai has joined an intelligent operating system, and users can control indoor lighting and enter the music control system by logging in to the app through their mobile phones. More than 90% of the stores in Wanai Hotel maintain a score of 5 on the Meituan platform.
Because it is a love theme hotel, some design and operational details are different. For example, the decoration of the room, the company adopts the same hard-fit standard as the high-end hotel, and guarantees that it does not need to be replaced within 10 years. Similarly, because the purpose of the group of customers is relatively clear, the romantic arrangement of the wine list, and the additional services of flowers and drinks are also Become a source of revenue for secondary consumption.
The hotel industry generally needs to solve the problem of low season and pricing. On this point, because the theme is clear, Sun Tongmin said that 25% of the guests will come because of the anniversary or the proposal, and the local guests The proportion of the group is more than 50%, and the theme’s blessing has weakened the hotel’s impact on the peak season. Secondly, the company will adjust the store price flexibly according to the real-time pricing of the customer.
Since its establishment, the company has been accumulating its own members. According to the data provided by the team, there are currently 2 million registered members and 300,000 VIP members. 50% of the orders come from their own small programs, and 70% of the guests are It is an old customer, and the average passenger stays 7-8 times a year.
Next, Sun Tongmin said that the company will extend its theme direction, increase the theme of parent-child and family, and add new retail business in stores, adding beauty products and net red products. The company has started financing.