This hotel lost money this year.

Original article title: Hotel restaurant: put down by the real estate society and picked up by the cultural tourism industry.

202 1 the hotel catering real estate circle was very popular in the first half of the year. On the one hand, many hotel restaurants have been announced for sale by real estate developers, seeking "broken hands and blood"; On the other hand, companies such as wanda plaza, Shimao and Rong Sheng have successively signed contracts or announced new brand hotels. For a time, the triangular relationship among real estate, hotel catering and cultural tourism industry has gradually become more and more complicated.

Earlier, it was reported that Renaissance Shanghai Yuyuan Garden Hotel, Sofitel Xinhualian Hotel, Greening Shanghai Hongqiao Railway Station Global Center Hotel, Greening Xu Jing Convention and Exhibition Center Hotel, restaurants and other five-star hotels were put on the shelves, and their labels were published to find customers. This situation has attracted the attention of the industry in terms of aspect ratio.

# Hotel Restaurant: Abandoned Profit Point

According to incomplete statistical analysis, the stock market of high-star hotel catering is very large at present, of which nearly 80% is the industrial chain of real estate developers, whose common feature is high income and even serious losses.

Why are real estate developers so keen on the development and design of hotel restaurants? A key reason is that in order to better improve the brand awareness of the development and design sites, real estate developers usually choose hotels and restaurants with well-known brands as service facilities, seeking to improve the brand tonality of commercial service bodies and promote the market sales of office buildings or houses. Therefore, the profit of hotel restaurants occurred in the form of "laughing stock" from the beginning.

With the transformation of commercial real estate from sales period to operation period, the operating results have changed the use value of property management, and the use value of operators has become more prominent. As a part of real estate commercial complex, hotel catering must return to the essence of hotel accommodation and business, and the pressure of profit is heavier for real estate developers. Therefore, it is not difficult to understand that the hotel restaurants mentioned above all put storage racks.

Everyone understands the personal behavior of the company according to the data information. Taking greening as an example, the annual report of the enterprise in 2020 shows that by the end of February, the number of corporate hotel rooms was12,246, and the occupancy rate was 47.7%. In 2020, the hotel catering business income of enterprises was 654.38+66 billion RMB, accounting for 0.36% of the main business income. It can be seen that the housing rate of hotel restaurants under the greening enterprise group is not ideal, and the contribution rate of hotel restaurant business processes to the whole enterprise is not high. Therefore, it is not difficult to understand that the main performance of hotel restaurant business income since pneumonia, coupled with the fact that brand hotel operators have to deduct several huge period fees from community owners every year, makes it impossible for the company to exert pressure. It is a logical choice to stop loss, sell property management and withdraw funds.

# Real Estate: The True Identity of Transformation

However, is it really the only development direction for real estate developers to sell hotel restaurants and withdraw funds? A large number of real estate companies try to solve the "real identity of community owners" and complete the transformation and development according to the management mechanism. At the end of June, Rong Sheng released five independent brands in Sanya, including Rongsheng Jiayue Hotel Restaurant, Rong Sheng Puxiu Hotel Restaurant and Rong Sheng Hermit Hotel Restaurant. At the same time, wanda plaza, Shimao, Sunac China and other hotel companies under the Group also have their own new hotel restaurant signing and new product launch conferences. The restaurant of real estate hotel seems to be entering a new development trend, and a key word hidden behind it is "high turnover".

To sum up, in the past five years, a number of real estate groups have successively carried out the development of "high turnover transformation of community owners-management mode".

20 16, the famous brand of Wanda Hotel and Leisure Resort was successful, and the first new project-Wanda Jiahua Hotel Restaurant in Wuzhishan, Qian Dian was launched. Shimao Hotel and Leisure Resort Group's first authorized management method, Linyi Binjiang Shimao Ruixuan Hotel and Restaurant, also appeared successfully.

In 20 17, based on Shimao Starwood Hotel Management Service Co., Ltd., which was released in cooperation with Starwood Hotel Assets, Shimao Group took its own brand opening management mode as its key business process, including six independent brand hotels with different precise positioning, namely Yurongzhuang, Maoyu, Shiyu, Maoyuju, Ruixuan Royal and Ruixuan. As of last August, the number of hotels and restaurants under Shimao Xida Group increased 100. Last year, Wanda Hotel packaged and sold 73 hotels and restaurants under the Group to Guangzhou R&F at a price of 654.38 yuan+08.955 billion yuan.

20 19 country garden hotel business process releases high turnover data signal. 1 year later, Yue Feng Hotel, Restaurant and Leisure Resort, a key alliance company of Country Garden, was announced to be established, with management measures and well-known brands. At present, Yue Feng Hotel Management Group serves more than 50 billion RMB hotels and restaurants worldwide, providing management and investment management services for more than 65,438+000 hotels and restaurants.

Some real estate analysts stressed that behind the high-week transformation of hotel catering business process, it is more difficult for real estate enterprises to acquire land. Due to the latest real estate policy, real estate enterprises must concentrate on equity financing, and the cost of development loans and mortgage loans increases, and only usury is available. In other words, the property management cost of hotels and restaurants is getting higher and higher. Hotel restaurants have a high turnover, which is called the "survival shortcut" of real estate hotel restaurants.

# Tourism industry: Everything is possible, but only possible.

So, what kind of management can make the hotel company of the real estate company carefree? Cultural tourism industry has the advantages of real estate development and cultural tourism project development, design and operation, and has long been the direction of reform and innovation of many real estate enterprises in China. In fact, with the increasingly fierce competition in macroeconomic policies and land resources market, more than half of the top 100 housing enterprises have rationally distributed Lv Wen real estate as the key orientation of diversified transformation and development.

In fact, Vanke Real Estate, Guangzhou Evergrande, Shimao and other housing enterprises. Has occupied the real estate runway in Lv Wen. Among them, Vanke Real Estate and Banyan Tree Holdings set up a joint venture service platform "Banyan Tree China", and the brand hotels on the ground include Banyan Tree, Yuechun and Yue_. To build a resort hotel group; Shimao will join hands with HelloKitty and Smurfs to build an international IP theme amusement park; Fosun travels all the way around the Baltic Club team, ThomasCook and a series of internationally developed IP and brand integrated marketing companies, trying to promote real estate through holiday tourism and nurture hotels, restaurants and cultural tourism industries with real estate, which has become the way most companies choose in this field.

Still taking Fosun Travel as an example, when it was separated and sold independently in 20 18, Fosun Travel Group already had a variety of cultural tourism services such as hotel catering, leisure and holiday, tourist destinations, tourist commodities, games and entertainment. From the perspective of investment bankers at that time, this kind of business process has high-quality cultural tourism industry sources such as hotels, restaurants and leisure vacations, so the development direction is more imaginative indoor space.

However, the objective facts have given the imagination a heavy blow. Three years before the sale, Fosun Travel had been losing money, and it was not until the market sales of Sanya Atlantis supporting facilities and property management Tang 'an turned around that Fosun Travel got rid of the embarrassing situation of continuous loss and made a profit of 308 million RMB. Among them, although the sales share of property management is only about 20%, it contributes 58.4% of the total profit rate. Undoubtedly, supporting facilities, tourism, real estate, property management and marketing are the fastest and most immediate ways to generate income and profit. But that way, like ordinary housing market sales, is a one-time transaction. With the elimination of marketable parts in new leisure and holiday projects and tourist destinations, it is inevitable that the sales performance of Fosun Travel will gradually decline.

As huge as Fosun Travel, the indoor space imagined by the travel industry and hotel restaurants still depends on the nurturing of real estate. At present, the real estate itself is in a "sub-health" state. As far as the present situation of China industry is concerned, there are still sustainable profit guarantee channels. Although the project investment in the sales market of cultural tourism industry has a trend of continuous expansion, and has been evaluated as "imaginative indoor space" by authoritative experts, everything is possible before the sales market explores the concept of sustainable development, which also means that it is very possible.

Text/Bo Yan

Go back to Sohu Then click View.