About hotel marketing

Hotel Marketing Planning —— Huayu Real Estate Resort Hotel Marketing Promotion Report

Fancheng (China) Comprehensive Residential Service

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1. Suggestions on product positioning adjustment of the project

Product characteristics analysis of 1. 1

1. 1. 1 the origin of the property hotel

"Property-style hotel apartment" is a product that appeared in the 1970s, and it is the most suitable investment method for the middle class. In the 1970s, developed countries in Europe and America entered the so-called "affluent society", middle-class families became the mainstream of society, and tourism was in the ascendant. In the process of tourism innovation, Swiss entrepreneur Alexander Nye first put forward the concept of "timeshare". Hotel ",that is, for sale, transfer or exchange. 1976, the tourist hotels in the French Alps were put into operation for the first time in real sense, selling the right to enjoy hotel accommodation and entertainment facilities for a specific period of time. The rise of Time Right Hotel immediately spread in Switzerland and Europe, and then gradually developed to North America, the Caribbean and the Pacific in the next 20 years, and evolved into the current property hotel. Property-style hotels then buy out property rights instead of just buying out time, that is, hotels divide each room into independent property rights and sell them to investors. Investors generally don't stay in hotels, but entrust rooms to hotels to collect investment returns, and at the same time get the right to stay free for a certain period of time. Now, property hotel has become the most favored investment method for the middle class and enterprise groups in developed countries and regions.

1. 1.2 Property-style hotel types

There are roughly three types of property hotels used internationally:

Times Hotel:

Divide each unit of the hotel into certain time periods (for example, 5 1 week a year) and sell the right to use each time period for a certain number of years. Consumers have the right to stay in the hotel for a certain period of time (or a week) every year within a certain number of years;

Pension hotel:

Refers to the investor (often the final consumer) who buys a unit of a retirement resort before retirement and entrusts a management company to operate it until retirement. During the period of entrusted management, you will get a certain return on investment. Under normal circumstances, the resort is repurchased by the management company after the death of the property owner, and then sold, and the proceeds belong to his family;

Limited self-use investment hotels:

Refers to the sale of each unit of the hotel to investors, who entrust the hotel management company or timeshare network management to obtain a certain return on investment. Under normal circumstances, investors have the right to stay in hotels for a certain period of time every year; This project belongs to the third type, which is to divide each room in the hotel into independent property rights and sell them to investors. Investors generally don't stay in hotels, but entrust the hotel management company to rent the rooms uniformly, get annual profit dividends, and get the right to stay free for a certain period of time given by the hotel management company. This kind of hotel is usually located in a famous tourist city, such as Hawaii, where there are enough tourists, so the annual profit dividend of the room is usually enough to offset the installment payment, and there is still a surplus objectively. As long as the general owners invest a small amount in the first phase, they can stop investing, and acquire property rights after about 10- 15 years. After that, investors can sell one-room apartments to management companies at market prices, or sell their own houses. Well-run hotels can usually get considerable value-added returns, and owners who entrust hotel management companies to operate in a unified way will get 70-year equity profit dividends and diversified investment income; After paying off the full amount of the invested property hotel, the investor can obtain 70 years of independent property rights, which can be mortgaged, transferred, transferred and inherited within the validity period. After the opening of the hotel, investors can get part of the annual profit dividend of the hotel, and the profit dividend coefficient is determined according to the total amount of the first transaction of the invested unit.

1. 1.3 Fashion trends of property hotels

Property hotel is a novel management model and investment model, which is developing rapidly in the world's tourist and trade port cities. The data shows that the average annual growth rate of global property hotels is 1986- 1995, that is, 15.8%. 1980, 155000 families in 500 tourist destinations around the world bought property-based hotels; By 1995, 350,000 families in 4,000 tourist destinations in 8/kloc-0 countries around the world have purchased property-based hotels. From the 1980s to the early 1990s, the number of tourist destinations with property rights management in the world increased sixfold. In the early 1990s, the global sales revenue of property hotels reached $4 billion, and soared to $30 billion in 2000. All the information shows that the property hotel will become an important business innovation model in the development of tourism and trade, and at the same time become the most popular investment tool for families.

In China, "property hotel" has a history of more than ten years, mostly distributed in coastal areas such as Shenzhen. "Property hotel" has become an important innovation model in tourism management industry and a tourism investment model favored by wealthy families. With the rapid development of domestic economy and tourism, property-based hotels have gradually formed a prairie fire in famous tourist and economically prosperous cities in China, and dozens of property-based hotels have been born in the past two years. For example, Shenzhen Yalan Hotel has been successfully operated to benefit the owners; "2 1 Century Bandung Hotel" in Hanzhong, Shaanxi Province, completed in 2002; Xiamen yuehua hotel, which advocates "humanized business space in e era"; "10% return on investment+property right" is an apartment hotel developed in Singapore-Qingdao Jiaxin Hotel; There are also Victoria Harbour in Qinhuangdao, Sanya Hot Spring Hotel in Hainan Island, endless happiness in Beijing-Longqingxia (Holiday) Country Club and Golden Holiday Hotel.

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