On the Opportunities and Challenges of China Hotel Industry at Present

The hotel industry in China has developed rapidly from scratch in just 20 years. At the peak of its development, it experienced the severe test of global economic shock and the evolution of China's economic structure. Facing the arrival of the new century, what kind of situation will China's hotel industry face? According to my personal understanding and experience, I think there are five problems and challenges that our hotel industry must face and solve:

1. With the advent of the era of knowledge economy, the hotel industry must respond to the development of personalized and diversified needs with innovation and change.

In the past, people said that "knowledge is power". Today, people say that "knowledge is capital". The world economy is developing from a material economy to an information-driven knowledge economy. Although China developed a little late, it also saw the dawn of knowledge economy. The whole world is experiencing a "knowledge value revolution", creating value and wealth with knowledge and wisdom, and creating a civilized era of knowledge economy. With the development of knowledge economy, high-tech development and social progress, it has promoted the diversification of the market and the growth of individualized demand. Therefore, the gradual development of knowledge economy is closely related to the development of hotel industry in China. If the focus of our hotel industry in the 20th century is to achieve standardization and international integration, then in the 2nd/kloc-0th century, what we need is change and creativity, to fully meet all the needs of the hotel's target tourist market with new ideas, new management, new services, new management and new culture, and more targeted services.

Second, the period of profiteering in the hotel industry has passed, so we must abandon our illusions and meet the competition.

At present, there is a misunderstanding in many people's ideas. It is believed that the recession of hotel industry in China in recent years is mainly caused by the financial crisis in Southeast Asia. As long as the Asian economy recovers, the hotel industry will be able to make a comeback and return to the prosperous period in the first half of the 1990s, making huge profits. It should be noted that whether there is a financial crisis or not, the hotel industry in China, especially in coastal cities, has changed from short supply to oversupply, from excess profit to average profit, and from profiteering to meager profit. This is an inviolable economic law. Although the situation in Asia will be better after economic recovery, the development trend of survival of the fittest and balance between supply and demand will not change.

Faced with such a situation, as a hotel enterprise itself, it must abandon its illusions and meet the competition. Only by practicing real kung fu and unique skills to adapt to market competition and forming their own business advantages and characteristics can they be in an invincible position and make new breakthroughs and developments.

As a part of tourism administration, on the one hand, we should act according to the market rules, do not interfere too much with the independent operation of hotel enterprises, and do not engage in rigid price-fixing policies. In view of the current operating difficulties faced by hotel enterprises, government departments should take all necessary measures to promote the development of tourism economy, and take the opportunity of selecting excellent tourist cities and rejuvenating the city with high technology to vigorously carry out tourism publicity and promotion to form their own unique tourism brands and advantages. Create a good business environment for tourist hotel enterprises, guide and encourage hotel enterprises to improve service quality, tap their own potential and improve market competitiveness. On the other hand, we should make it clear that the market economy is not a laissez-faire free economy, especially the market economy system in China is not mature at present, and even in highly developed countries, it is necessary for the government to intervene and guide the macro policies. For example, there are too many macro-control problems in hotel construction at present, and for example, some tourism enterprises are now engaged in vicious price reduction competition. Although China's tourism industry has turned to a market economy and must act according to market rules, I think that in the special difficult period of operation, flexible market guidance prices can be formulated according to the relationship between supply and demand and the law of value in the market, which has certain constraints on star-rated hotels. If some enterprises do not follow this guidance price, they deliberately engage in price reduction competition, disrupting the market or having a negative impact on the overall quality and image of the industry. On the other hand, improve the construction of trade associations, form the social influence of the industry, and play its due role in propaganda, coordination, communication and self-discipline.

Third, due to the rising domestic demand, the hotel industry must adopt the business strategy of paying equal attention to the international market and the domestic market.

Most hotels in China are designed, built and operated under the guidance of foreign business. In the past, foreign-related business did bring huge profits to the hotel industry and made it develop by leaps and bounds. Recently, due to the international economic turmoil and the adjustment of domestic economic structure, the state has put forward the policy of expanding domestic demand. Since 1999, the increase of holidays has promoted the development of holiday economy and stimulated the upsurge of domestic consumption. However, some of our hoteliers still stay in the traditional and single "foreign-related" thinking mode, and think that meeting domestic demand is only an expedient measure to deal with the Asian financial crisis, which is also a misunderstanding. In the future demand development trend, there are two points that cannot be ignored. On the one hand, inbound tourism has entered a period of low growth in recent years (China may increase after China's entry into WTO), on the other hand, domestic tourism has entered a period of accelerated growth. From 65438 to 0998, domestic tourism revenue has accounted for nearly 70% of the total tourism revenue, an increase of 90%. Secondly, with the development of economy and social progress, the quality and consumption power of domestic guests have been greatly improved, and the demand for foreign-related hotels is constantly expanding. Domestic demand is not only a permanent market, but also a rising big market. Therefore, the hotel industry must continue to meet the "foreign-related" demand, and at the same time seriously study how to meet the domestic demand market and win a place in the emerging domestic tourism market.

Four. The international hotel group is expanding to China, and the hotel industry in China is facing enormous market pressure and strong challenges.

In 1980s and early 1990s, most overseas hotel groups tentatively entered China. Due to China's huge market potential and China's gradual integration with the world economy, by the end of the 20th century, overseas hotel groups and consortia have adjusted their strategies and rushed to China, either building, acquiring, managing or anchoring, which is beyond imagination. These international hotel groups make use of the advantages of their joint brands and the convenience of the global network to form a competitive advantage that cannot be ignored. Faced with such huge market pressure and challenges, the hotel industry in China, especially the state-owned enterprises, can't rely on passive defense, but should carry out a thorough reform in the system, introduce new management concepts and methods, stimulate vitality and improve efficiency. In addition, efforts should be made to take the initiative to embark on various forms of joint venture or group management, form synergy advantages and scale effects, and confront the competition that has already "hit the door".

The interdependence between human beings and nature has been paid more and more attention, and the hotel industry must establish the goal of sustainable development.

With the development of society and the improvement of living standards, people have higher and higher requirements for their living environment. 1992, the United Nations convened a conference on environment and development, and adopted the Rio de Janeiro Declaration and Agenda for the 20th century, marking the world entering a new stage of "protecting the environment, advocating nature and promoting sustainable development". 2 1 century, human society will enter the era of environmental protection, that is, the green era. However, at present, as the representative of high taste and new fashion, most hotels in China are still occupying and consuming a lot of natural resources, emitting a lot of exhaust gas and polluting the environment. Obviously, this commercial development and consumption pattern at the expense of resources and pollution is contrary to the historical development trend of 2 1 century, and it is also undesirable. Therefore, it will be an inevitable choice for the development of tourist hotel industry in the new century to create a "green hotel" and take the road of sustainable development.

The so-called "green" means that the environment where human beings live is well and effectively protected, reaching the pollution-free ecological environment protection standard. "Green hotel" refers to a hotel whose products and services meet the requirements of making full use of resources and protecting the ecological environment and are harmless to human body, that is, hotels that pay attention to environmental quality. Creating a "green hotel" is to implement a new management that pays attention to the ecological environment and the optimization of economic and environmental benefits. Its basic connotation is to incorporate ecological environmental protection into the decision-making elements of hotels, adopt new technologies and new processes to reduce the discharge of harmful wastes, recycle waste materials, turn ordinary goods into green products, actively participate in community cleaning and hygiene, promote environmental protection propaganda of employees and the public, and establish a good image of green hotels.

In a word, facing the new century and new era, we must meet a series of new challenges and opportunities with brand-new ideas and attitudes, and build a brand-new blueprint for the development of hotel industry in 2 1 century.