The title map is from Oriental IC
After OYO, more and more hands are being extended to the domestic single hotel.
Recently, a financing news appeared in the hotel sector, which was slightly calm for some time. The Travel Group, which is strategically invested by Ctrip, announced the completion of hundreds of millions of dollars in round A and A+ rounds. The two rounds of financing were led by Tencent, Sequoia Capital China Fund, Baidu Capital, and Goldman Sachs Group. The investment was made by Gullou Investment, CITIC Juxin, Yuanhe Origin, Caesar Huiyao, etc., all of which were finance consultants. In this single hotel collection campaign, such investment background has been endorsed by Lu Yue.
The background board that says “Ctrip” and “Tencent”
The Travel Hotel, which was seen by Ctrip and Tencent, was incubated by where to go. The current CEO of Yueyue Group is Zhang Qiang who joined Qunar.com in the beginning of 2014 and became the president of the company three years later. In 2017, two years after Ctrip’s acquisition, Zhang Qiang took over the Travel Group and then independently obtained Ctrip’s strategic investment.
The six hotel brands of Huayue Group, Huali, Vyluk, Bainer, Suo, BeU and so on. The location of Huazhu is “Global Scenic Boutique Resort Hotel”; Weiwei is “Lifestyle Mid-Range Hotel Brand”; Bainer is positioned as a mid-end business hotel brand; simply positioned as an economical and fast hotel brand; A high-end hotel brand for destination vacations, plus the Indian business chain hotel brand BeU.
With the background of Ctrip’s strategic investment, Luyue is characterized by a “destination economy”. For example, the function of the Flower Travel APP is to combine hotel reservations, destination strategies, local play, hotel theme value-added services, and travel sharing to provide an added value and use the online portal to change from a store to a new traffic. Its hotels are also distributed in places with strong destinations and destinations.
In essence, the multi-brand, multi-route Lu Yue, is also the way to integrate a single hotel: Lu Yue Group’s own positioning is a collection of hotel management, information technology, procurement and trade in one of the travel Internet The industrial chain group, which uses the Internet and new technologies to empower traditional single-hotel hotels and industrial chains.
This may be one of the reasons why Tencent led the vote. Kong Luning, director of product operation department of Tencent WeChat, once said: When Tencent is transformed from to C to to B, the plan is based on the capabilities of Tencent’s products and services.Every industry and help the industry do digital upgrades. “Tencent is empowering the hotel industry. On the one hand, it is necessary to improve the service experience and efficiency by linking consumers and hotels. For example, services that previously required telephone and manual services can be implemented through WeChat applet, or hotel management. The layer can clearly see the data of each link to improve the efficiency of the hotel; on the other hand, it will cooperate with the hotel industry to make more content and IP including games, reading, animation, music, film, etc. Up or down.”
Tencent started its strategic layout in the tourism and hospitality areas early on, and this is not the first time it has cooperated with Ctrip. In the middle of last year, there were reports that Tencent was interested in participating in the new round of financing plan for OYO (amount of 300 million to 500 million US dollars), but it was no longer a problem. Tencent and Ctrip are also the major shareholders and two shareholders of the same city Yilong, WeChat also opened a valuable 12-square grid to the same city Yilong.
Compared with Tencent, it is doing Ctrip, which is a business travel business. The purpose and actions are more direct.
Integrating a single hotel, Ctrip started doing it last year. In October 2018, Ctrip officially announced the establishment of its own hotel brand “Li Cheng”, and provided “Affiliate” hotels to join its own brand by providing data analysis and marketing channels to high-star hotels in the first and second-tier cities nationwide. Just this year, Ctrip has finally reached a business cooperation with OYO, which used the unpredictable speed of opening a city and won the favor of capital.
Incoming soon, but the single hotel is still early in the morning
There is data showing that single hotels account for 80% of the Chinese hotel market, and this market has not been fully developed, nearly one trillion. This is the most direct reason for the capital side and the Internet giant to end.
With the help of capital, the collection and integration of domestic single hotels continues. The storm was picked up by OYO. Since entering the first hotel in Shenzhen in November 2017, OYO has started the barbaric expansion. In 3 months, 3,500 hotels in 200 prefecture-level cities, less than two years ago, the hotel’s single-brand scale has leapt to the second largest hotel management group in China.
On the other side, Huazhu also made more single hotels by investing in H Chain Hotel (Chinese name “Hello Hotel”) to do the “light chain” mode of the single hotel. Hello Hotel has announced that it will hang its signature on more than 20,000 individual hotels in the Chinese market by the end of 2022. In addition, there is a competitive situation, as well as the Shangmei Hotel and the US Mission that launched the AAroom Internet Hotel as early as 2016.The light living, OYU (I apartment) incubating in the same city art dragon…
There are a lot of players, and their brand positioning and patterns are of course different. OYO took the lead in running out of speed; Hello Hotel started from the model; lightly lived by the US group and looked at itself from a small and beautiful…but their goal is the same, that is, each has been scattered in each market Single hotel in the corner. Is the spring of countless single hotels in China coming?
At present, the precondition for the integration of these brands in domestic single hotels is “technology.” In order to manage a number of hotel brands with different tonality and positioning, the main hotel management travel pleasure uses the self-developed XPMS management platform to provide technical services for third-party hotels. According to Luyue, the system can provide “full-scene system services” (including omni-channel distribution management, calendar room and forward pre-sale hotel inventory; real-time linkage of room price; automated fund settlement system; data platform visualization; Pricing, automatic price adjustment, etc.).
OYO also emphasizes “technology” when upgrading 2.0. OYO has spent 700 million yuan on infrastructure for hotel owners, offline demand expansion, hotel management systems (PMS), and revenue management systems. Similarly, Hello Hotel has independently developed a complete set of hotel intelligent management solutions, including the Feiyan system, which is a management tool for the assistant store manager to operate intelligently, and the Lucky Cat PMS, central reservation system that assists the hotel in daily business management. The member management system and the Octopus hub platform that assists in the collaborative work of the hotel. Light live is based on the user data of OTA platforms such as Meituan, and has developed management systems such as RMS system and CRS system.
Through the digital tools and intelligent, standardized management, the single hotel is free from the strong dependence on the store manager, in order to achieve the purpose of reducing costs and increasing efficiency, with a set of cure system and benefits The algorithm to dominate the entire single-hotel market is the so-called vision of these brands, but the current empowerment of the hotel is most afraid of staying in a wishful situation.
The effect of a hotel that has been touched by a tiger and tried to renovate the brand is somewhat stretched. The owner of a hotel in Dali, Yunnan, once told the tiger to sniff, although the name of the brand is still hanging in the store, but in fact, he has suspended cooperation with him. Tiger sniffing observation, the decoration in the hotel house in addition to the brand’s shop tricks, bed pendulum and smart door locks, in other respects, “chain” is not much, and the use of the system and the sharing of data, but the store owner thinks it is More than one move.
For the suspension and the actual cooperation of the brand, the reason given by the owner is -“No need.” Dali is a well-known tourist city. The local small and medium-sized “couples and wives” stores can be self-sufficient by local guides and tourist resources, and do not need external source of customers, or even the brand is strengthening the online OTA. flow. As for management, it has become accustomed to the business model of husband and wife together, this hotel is difficult to fundamentally change their form. For them, there is still a real reason to take a step forward to accept cumbersome system training to cultivate the temperament of a real chain hotel.
Of course, this is just a few cases of special attractions, but it can also reflect that there are still many natural problems for brands that want to integrate resources for the single-hotel market. After all, for many brands, the loyalty of the income moat and the single hotel is difficult to guarantee. This is not a system that works well, and the value is not worth using.
However, the data given by the brand is still optimistic, the speed and efficiency are all: H chain hotel has signed more than 1,300 hotels within 8 months of its establishment, and the average number of single hotels after cooperation with Hello Hotel The occupancy rate has increased from 60% to 70% to 75%, RevPAR (revenue per available room) has increased by an average of 20%; more than 9,000 owners and OYO have established a 2.0 partnership, the number of rooms exceeds 270,000, the average of individual hotels The occupancy rate has increased from 30% to 80%, and the owner renewal rate has reached 97%…
Complete technology and management, But the need for a single hotel is enough to accept the reasons for integration and the real benefits, otherwise it is not the spring of small and medium-sized hotels, just The carnival of capital.