Reflections on "Great changes in the hotel industry, where is the hotel outlet"

Hotel industry is the forefront of China's reform and opening up. In 1980s, at the beginning of reform and opening up, the hotel industry welcomed the leaders such as Guangzhou White Swan, China World Hotel and Beijing Great Wall Hotel. Under the policy of reform and opening-up, the economy is booming and business activities are frequent, which makes the hotel industry prosperous for so many years. In fact, the rapid development of more than 30 years has covered up many problems and contradictions in the industry, and the hotel industry is in chaos.

1, the rapid expansion of the industry has created a group of so-called hotel general managers in their twenties and thirties, who lack the precipitation of years, which is a serious shortage of hotel professionals; There is no system to control the daily management and service quality of the hotel. Most of them have only a little knowledge, but they don't know why. Different positions and different management methods make it difficult to form a joint force.

2. Urbanization makes the real estate industry develop rapidly. Coupled with the government's face-saving project, horrible five-star and super-five-star hotels have appeared in first-tier cities, and second-and third-tier cities and even four or five-star hotels have flooded, and vicious competition is fierce; However, there is not so much demand in the market. Apart from luxurious and expensive equipment, these so-called five-star services cannot be found.

3. The lack of standardization of industrial policies leads to the disorderly development of hotel industry and the proliferation of foreign brand hotel management companies. There have been many unfair overlord treaties. For example, foreign management companies are mostly linked to turnover. Whether the hotel is alive or dead, I will take 5-7% of the turnover. What is even more ridiculous is that the future grand strategy of a foreign brand has been adjusted to "light assets and emphasize management". To put it bluntly, there is no business. The salary of the so-called appointed staff is also paid by the hotel owner. The members sent from the hotel will be charged an introduction fee, and the members formed from the hotel will go to other places to create profits for the management company. Other promotional hotels also cost money. The profit and loss of the hotel accounts for 5-7% of the contracted turnover.

At the end of 20 12, the "national eight rules" were promulgated (including: no pomp, no arrangement for people to see them off, no laying of welcome carpet, and strict control of the people accompanying the visit, etc. ) and the implementation of the new Tourism Law have highlighted the problems, intensified the above contradictions and accelerated the death of some hotels. The scenery of more than 30 years is no longer there. The whole country is blowing a low-key and clean wind. High-end restaurants, high-end clubs and star-rated hotels all over the country are also "sad".

Sad face 1- Beijing, the capital

At the end of last year, the National Tourism Administration released the statistical bulletin of national star-rated hotels in the third quarter of 20 13, showing that the operating income of Beijing 59 1 star hotels in the third quarter was 7.033 billion yuan, and the average house price decreased by 2. 12% year-on-year. The average occupancy rate decreased by 2.64% year on year; The income per rentable room decreased by 4.71%year-on-year; The average operating income per room decreased by 9.9 1% year-on-year, which was higher than the national 5.97%. The influence of the "National Eight Articles", which the central authorities and other relevant departments require to strictly investigate public funds for eating and drinking, on the high-star hotel industry will continue.

Sorrow 2- Hangzhou, Zhejiang

Last June, 5438+ 10, some surveys in the same industry were conducted. The orders for conference banquets in many star-rated hotels in Hangzhou, such as Zhejiang Hotel, Blue Army Hotel and Hangzhou Tianyuan Hotel, were reduced, and many of them were reduced by more than 20%. What's more, orders for meetings and banquets in individual star-rated hotels plummeted by 50%. The relevant person in charge of the World Trade Blue Army Hotel, a five-star hotel in Hangzhou, said that due to the "eight regulations", the conference and banquet operations of the World Trade Blue Army Hotel in 20 13 decreased to a certain extent compared with the same period in 20 12. Especially in February, the banquet income dropped significantly. Previously, government meetings and banquets accounted for about 10% of the total hotel reception. At present, in the catering income of 2065,438+04, such catering accounts for less than 3%. The decrease in the number of government meetings is the direct reason for the decrease in the number of hotel conference banquets.

Sad face 3-the tide of high-end catering closure

Quanjude's transformation is still on the road: Quanjude's 20 13 annual report shows that during the reporting period, the company achieved operating income of 654.38+0.9 billion yuan, down 2.13% year-on-year; The income of catering enterprises decreased by 5.64% year-on-year, and the income of food industry increased by 9.57%. Net profit 1. 1 billion yuan, down 27.62% year-on-year. The number of guests received was 7,305,500, down by 3.44% year-on-year, the per capita consumption decreased by 2.22% year-on-year, and the attendance rate decreased by 4. 14% year-on-year.

It is not difficult to see from the above data that the relevant financial indicators of Quanjude have maintained a consistent rhythm in 20 13 years, that is, decreased. The declining attendance rate is a fatal blow to catering enterprises. Regarding the performance of Quanjude, Wang Zhiqiang also admitted to shareholders that there are a lot of consumption reduction problems in catering business and a lot of group buying problems in food business. The company is actively transforming, including introducing strategic investors and brand managers.

The embryonic form of the transformation of Hunan and Hubei shows that according to the 20 13 annual report of Hunan and Hubei, during the reporting period, the company realized operating income of 802 million yuan, net profit loss of 564 million yuan, and basic earnings per share of -0.7 1 yuan. Regarding the performance, Xiang Eqing said that the main reason for the loss was the change in the business environment and the sharp drop in guest consumption. The company's annual report shows that in order to cope with environmental changes, Hunan and Hubei decided to close unprofitable stores by breaking their arms to save themselves. In addition to closing 13 loss-making stores, Hunan and Hubei are also transforming into a hot market in the main catering industry.

South Beauty is more direct: Deal!

There are almost no low-end restaurants in the hotel, so it is impossible to compete with social catering. Now the prospect is even more worrying.

Sorrow 4-High-end hotels are also closing down.

The five-star Hilton Hotel, a landmark building in Chongqing, stopped working; Furama hotel in Shenyang also closed down last year; The cultural holiday hotel in Guangzhou has been transformed into a writing room, a Mediterranean hotel and a Yunshan hotel. Jinqiao Hotel and furama hotel in Guangzhou have also been transformed into apartments, which is no longer a matter of two families. High-end hotels that have never been seen before have shut down their performing arts, and the original high-end brand image has also continuously stepped down from the altar.

We can't help asking, is there any way out for the hotel industry? If you are poor, change it. Where is the change?

First of all, from the policy level.

The new scene of the hotel industry after 20 17 is worth looking forward to.

The Central Committee issued the 20 13-20 17 Work Plan for Establishing and Improving the System of Punishing and Preventing Corruption. The plan points out that in the next five years, the government will further intensify its efforts to punish corruption. At the end of each year, the loss of the annual meeting market shows that the anti-corruption wind will continue to blow in the next five years. The promulgation of the five-year plan means that star-rated hotels will face more severe market tests. It is now 14, and there are still three years of suffering in the future. The first three years are the most painful, that is to say, 14 and 15, we are still sad, and the next two years will be better.

The closure of regional hotel industry is an inevitable trend.

So is the economy. The most difficult financial crisis has passed, enterprises have basically recovered their vitality, and the recovery of business activities is inevitable. People's wages and various guarantees are also more systematic, and their expenses will be more relaxed. Industries and associations, organize elites in some industries, and constantly seek more coping strategies through some forums to make this winter not too cold. Through some media, some local government departments are also called upon to make some regulations responsibly, so as not to let a region over-invest in hotels, so as to maintain the balance of the entire hotel format. It is not easy to support a hotel, but it is simple to destroy it. Any excessive development that breaks the balance is tantamount to killing the goose that lays the golden egg. There is only one ending: chickens can't live, and eggs can't hatch because they don't have time to settle.