In September 2020, 100 hotel brand list was released.

In September, the business tourism market accelerated, and the hotel group continued to optimize the company's capital structure and upgrade hotel decoration through asset adjustment; Strong cooperation to expand the market, as well as organizational structure adjustment and business adjustment to adapt to the impact of the epidemic.

Specifically, Jinjiang Group raised 5 billion yuan, 70% of which was used for hotel renovation and upgrading projects. Zhu Hua Group officially landed on the Hong Kong Stock Exchange, raising about HK$ 6.065 billion, 40% of which will be used to support capital expenditure and strengthen the hotel network, including opening new hotels and upgrading and continuous maintenance of existing hotels; At the same time, Zhu Hua Group and Shi Lan Group invested in the establishment of mixed ownership companies to expand the northwest hotel market. Accor Group will reorganize its business and decentralize the power of Accor headquarters to adapt to the downturn in the tourism market caused by the epidemic.

In addition, the government will further standardize the environmental protection of hotels and increase the standardized management of village houses. In September, the Ministry of Commerce issued the Notice on Further Strengthening the Control of Plastic Pollution in Commercial Fields, requiring that by the end of 2022, national star-rated hotels, hotels and other places will no longer provide disposable plastic products on their own initiative; By the end of 2025, the scope of implementation will be extended to all hotels, hotels and homestays. Beijing will issue "Requirements and Evaluation of Rural Residential Services" this year, focusing on solving the problems of standardized management and supervision system and mechanism of rural residential services, and standardizing the orderly development of rural residential services.

The following is the Top 100 List of Hotel Brand Influence in September 2020, which was exclusively released by Maidian Research Institute. Hanting, Intercontinental and Home Inn ranked in the top three this month, while Vienna Hotel, Hilton, Jinjiang Inn, Jinjiang Inn, Seasons, Greentree Inn and Marriott entered the top ten.

I. List of this month

Second, this month's list analysis

The proportion of boutique hotel brands has increased, and the head effect of budget hotels is obvious.

In addition, the performance of mid-range hotels with limited services is also outstanding, accounting for 22%, among which Vienna hotel brand has the greatest influence. The proportion of boutique hotels rose to 5%, and Hanbilou, Indigo and Huajiantang were newly shortlisted.

Judging from the brand ranking rate, international high-end hotels are still the strongest, forming a fault distribution with other types of hotel brands, and 34.74% of hotel brands are on the list; Full-service mid-range hotels and budget hotel brands ranked second.

In terms of hotel brand theme performance, Chaopai Hotel is the most prominent. Chaopai hotels often cater to market demand, build lifestyle hotel brands and create immersive experiences for customers. Among the seven trendy theme hotel brands monitored by Maidian Research Institute, W Hotel, Addison and Indigo are outstanding.

As a global brand of modern luxury and fashionable life, W Hotel is positioned as a "lifestyle". The hotel is full of youth, vitality and unknowns, attracting countless people to check in and become the "C Hotel" in the hearts of young people. Addison, as a lifestyle hotel brand, brings a unique and diversified experience and provides customers with customized services beyond imagination and personalization; Young fashion brand Indigo often fully embodies the city business card of neighborhood culture, which fully shows that there are no two identical Indigo in the world.

In addition, parent-child hotels are also outstanding, and Club Med and Atlantis hotels are among the top 20.

In recent years, leisure and holiday tourism and Zhou Bianyou have become an important trend, while parent-child tourism has risen rapidly and become the main form of leisure and holiday tourism. Club Med's product content and experience have great advantages in the domestic leisure and holiday market, and the high-quality experience of one-stop all-inclusive leisure and holiday has accumulated high-quality reputation for it. Atlantis in Sanya has diversified entertainment formats and one-stop parent-child paradise, which has brought rapid business recovery under the epidemic situation.

Third, the interpretation of subdivision dimension

The brand of Zhefei Hotel performed strongly, with the highest search index this month, up 26 1.77% from the previous month. Its average daily search volume in mainstream engines such as Baidu, sogou and 360 Trend is about 6,000, and the search customers are mainly from Shandong, Zhejiang, Guangdong, Sichuan, Jiangsu and other provinces.

Media focus: China Life's second listing in Hong Kong, Marriott's layoffs and Accor's restructuring.

InterContinental Hotels & Resorts is a high-end luxury hotel brand owned by InterContinental Hotels Group. This month, Maidian.com, Sohu.com, China Information Industry.com, China Daily.com and other media platforms have 375 brand reports, focusing on the characteristic stores such as Chongqing Raffles Intercontinental Hotel and Sheshan Shimao Intercontinental Hotel. Intercontinental Group and Ant Group reached a strategic cooperation, and the first hotel in Greater China under Intercontinental Hotels Group opened in Hangzhou.

Hanting is the first economic chain brand under the China Hotel Group. Hanting's expansion plan, deep cultivation of third-and fourth-tier cities, extensive media coverage, and reports on the listing of China Living in Hong Kong and the group's operating performance have greatly increased the media index, with a growth rate of 253.93%.

Business performance: Home Inn has the highest business index and Jianguo Hotel has the largest growth rate.

In terms of brand operation performance, Home Inn, Jianguo Hotel, Hanting, Greentree Inn, Vienna Hotel, Ramada, Shangri-La, club med, Intercontinental and Sheraton rank in the top ten; Among them, Home Inns has the highest operating index and Jianguo Hotel has the largest growth rate.

Home Inn and Jianguo Hotel are both hotel brands under the First Travel Home Inn Group. Home Inn is positioned as a business-oriented economic chain, while Jianguo Hotel is positioned as a high-end business. At present, BTG Home Inn Group has successfully operated more than 4,400 hotels in more than 400 cities in China, and will accelerate the market layout of mid-to high-end hotels.

Home Inn has 65.438+0.2 billion members. Recently, Home Inns Home Inns Club has been upgraded in an all-round way, and five membership rights have been introduced to create a privileged experience for members. According to the monitoring of Maidian Research Institute, the download volume of its "First Travel Home Inn" APP on 360 mobile assistants, Huawei, Baidu mobile assistants and application treasures has reached 6 1.3 million.

In addition, the growth rate of Shangri-La is also very high, with an increase of 60.09%. Among them, the download volume of "Shangri-La" APP increased by 10050 times this month, and the cumulative download volume was 1 126662 times. Shangniang, jointly created by Shangri-La Group and Shougang Group, officially opened in Beijing Shougang Park on June 65438+1 October1. As the first independent restaurant of Shangri-La Group in China, it will create a brand-new dining and social life experience for the public.

Online word-of-mouth: About 70% of hotel brands' public opinion is rising, and GreenTree Inn is outstanding.

According to the monitoring of Maidian Research Institute, about 70% of the hotel brand public opinion index rose this month, and the word-of-mouth of the comprehensive network of full-service mid-range hotels rose the fastest. Only the public opinion index of low-cost hotels has declined slightly, so low-cost chain brands should strengthen online word-of-mouth guidance.

This month, the 7-day hotel public opinion index topped the list; Home Inn, Super 8, Jinjiang Inn, Hanting, Vienna Hotel, Seasons, Greentree Inn, Mo Lifeng and Atour entered the top ten in the public opinion index; Among them, GreenTree Inn has the largest growth rate.

Green Tree Inn is a mid-range business hotel chain brand under the Green Hotel Group, ranking among the four major hotel chain brands in China. The prices of most rooms in its stores range from 180 yuan to 400 yuan, and the price/performance ratio is highly recommended by customers.

In terms of products and services, GreenTree Inn is also upgrading from 1.0 to 3.0 through its own upgrading iteration, and has greatly improved the hotel environment, decoration design, room floor efficiency and other aspects to meet the upgrading of accommodation demand under the background of consumption upgrading. The brand constantly upgrades innovative products and services, establishes deeper contact and interaction with guests, and makes its hotel more competitive.

Fourth, the list data description

The data of "Top 100 List of Hotel Brand Influence in September 2020" comes from the brand index MBI of Maidian, based on the data of 955 brands in eight categories of tourism and accommodation industry in Maidian in September. Specific instructions are as follows:

1.MBI wheat brand index description (brand part of tourism and accommodation industry)

The brand index MBI (brand part of tourism and accommodation industry) mainly analyzes the influence of brands on the Internet and mobile Internet from four dimensions: search index, public opinion index, operation index and media index. This is a free data analysis service provided by the brand index monitoring system (MBIMS) independently developed by Wheat Point Research Institute.

Calculation formula: MBI=a*SI+b*PI+c*OI+d*MI.

Note: MBI refers to the brand index MBI data of a brand; A, b, c and d refer to the weighting coefficients in the system; SI (search index) refers to the search index; PI (public opinion index) refers to the public opinion index; OI (operation index) refers to the operation index; MI (Media Index) refers to the media index.

Note: Enterprises or individuals can monitor and predict the brand development by referring to the brand index data, but the brand index MBI of Maidian cannot be completely equal to its brand development.

(1) Search Index (SI): the weighted sum of the forward search frequencies of brand keywords in mainstream search engines over a period of time.

(2) Public Opinion Index (PI): During a period of time, users have accumulated comments on hotels/inns /B&Bs under this brand on OTA website.

(3) Operating Index (OI): The brand's operation on the Internet and mobile Internet in a period of time, such as APP, Weibo, WeChat, etc.

(4) Media Index (MI): The number of positive news related to brand keywords in mass media and industry media reports in a period of time.

3. Monitoring scope: 95 international high-end hotel brands, 29 domestic high-end hotel brands 102 full-service mid-range hotel brands, 260 service-limited mid-range hotel brands, 79 budget hotel brands 179 budget hotel brands, 44 budget hotel brands, 74 boutique hotel brands and 72 inns and homestays. * * involves eight categories.

Based on the full-time monitoring of a team of 100 people, data capture of more than a thousand dimensions, five rounds of fine-tuning and self-auditing, the brand index MBI of Maidian was finally simplified, and the complex data representation was refined into objective indicators and presented. After 10 years of data accumulation and deep cultivation, the brand index MBI of Maidian has increasingly become a weather vane for insight into the development and changes of industry brands.