On the influence of the Olympic Games on the tourism and hotel industry in the host country.

The Olympic Games is an international competition. During the Olympic Games, the eyes of the whole world will focus on the host city and country; Moreover, the focus of the world is not only the competition itself, but also the reception related to it, especially the traffic and tourism. When preparing to bid for the 2008 Olympic Games, the domestic hotel industry began to think about what the hotel industry in Beijing or China should look like in front of the world. By the time the 200 1 auction was successful, a series of problems began to become clear and there were clear solutions. At the same time, another question has begun to enter our thinking, and that is how the Olympic Games will affect the hotel industry in China.

This is a problem that needs more extensive and in-depth thinking. I think the influence of the Olympic Games on the hotel industry can be divided into three stages in time, namely, before the Olympic Games, during the Olympic Games and after the Olympic Games. Although the above three stages are related in time, their influences are quite different. Considering the situation of China Hotel, I think the 2008 Beijing Olympic Games will bring us "three accelerations", "three promotions" and "three possibilities".

One, three-stage acceleration

Accelerate the development of hotel industry

During the Olympic Games, the host city has been tested in many aspects, and the hotel industry is one of the industries that bear the brunt. Due to the sudden increase in reception volume, Beijing's hotel investment began to enter a period of rapid growth after the successful Olympic bid. June 4th, 2007 65438+October 4th, 2007/KLOC-0, 2007, LodgingEconometrics(LE), the authoritative organization of the global hotel industry, estimated that there were 7/KLOC-0 hotels under construction or planned in Beijing, with rooms of *** 18458. It is estimated that by the 2008 Olympic Games, there will be 800 star-rated hotels in Beijing, with rooms130,000, including two five-star hotels in Beijing Kaiyuan.

Not only Beijing, but also the cities around Beijing that hosted the Olympic Games, such as Dalian, Qingdao, Hebei and other places in Shandong, have also entered a period of large-scale hotel construction.

LE report estimates that there are 782 hotels under construction or planning in China with 220,000 rooms. The number of hotels built in China accounts for 50% of the hotels built in the Asia-Pacific region, while the number of guest rooms accounts for 60%. At present, there are 589 hotels under construction, with rooms 1.7 million, accounting for 78% of the planned projects, ranking the highest in the world. Obviously, the Olympic Games has a very obvious pulling effect on hotel investment in China, accounting for at least 20% of the current hotel investment. If investors are optimistic about the large-scale investment in China's future economy, because they believe that the Olympic Games will promote China's economy, then the Olympic Games will play a greater role in promoting China's economy.

Accelerate the civilized process of the hotel industry

The Beijing Olympic Games put forward three concepts: "Green Olympics, High-tech Olympics and People's Olympics", and many hotels are trying to integrate these concepts.

From the perspective of Green Olympics, the "Green Hotel" advocated by the hotel industry and the "Green Hotel Miles" activity launched by Beijing in 2006 are all influenced by the "Green Olympics".

From the perspective of high-tech Olympics, the intelligent requirements of hotel investment and the application of the latest conference facilities and equipment have greatly improved the modernization level of the hotel industry.

China, with a history of 5,000 years, is also a big cultural country, which will spread the humanistic atmosphere of China to the whole world. High-end hotel is a highly civilized place, and the service concept, etiquette and foreign languages of the hotel are systematically sorted out.

At present, China is advocating the activities of "welcoming the Olympic Games, stressing civilization and cultivating new styles". Our hotel in Kaiyuan is also actively involved.

In fact, from the beginning of Kaiyuan's business, I proposed to make the hotel a "commanding height of cultural consumption". At present, the employees of two hotels that Kaiyuan is about to open in Beijing are training in batches in the flagship store in Hangzhou, where our headquarters is located. In order to better serve the Olympic Games, we have conducted an extraordinary selection of employees in two hotels in Beijing, which requires particularly high comprehensive quality of employees.

Accelerate the structural adjustment of the hotel industry

Data show that the Olympic Games can improve a city's tourism image and enhance its popularity. Beijing's successful bid for the Olympic Games has made many foreign investors see the business opportunities of Beijing's hotel industry. Internationally renowned hotel brands have poured in, and for a time, high-end hotels in Beijing, especially five-star hotels, entered a period of rapid construction. According to the data, before the 2008 Olympic Games, there will be nine new five-star hotels in Beijing, most of which are located in CBD and Financial Street. 33 brands from 22 international hotel management groups, including Intercontinental, Starwood, Marriott, Accor and Best Western, have settled in Beijing. Olympic Games has accelerated the internationalization of Beijing hotel industry.

On the other hand, in order to open before the Beijing Olympic Games, many investors favor budget hotels with short construction period. According to statistics, there are nearly 65,438+000 budget hotels in Beijing. Among them, only four major economy hotel chains, such as Home Inns, Jinjiang Inn, 7 Days and Super 8, have opened 64 hotels in Beijing, while foreign-funded Super 8 owns 10 hotels in Beijing and GreenTree Inn has built 3 hotels. According to industry estimates, there will be 150 budget hotels in Beijing before the opening of the 2008 Olympic Games.

The development of high-end hotels and budget hotels will change the existing hotel hierarchy in Beijing.

Second, three promotions

Increase operating income

During the Olympic Games, the reception volume of hundreds of millions of people is a rare pie for Beijing hotel industry. During the Olympic Games, it is a foregone conclusion that the accommodation price in Beijing will rise sharply, which will inevitably enhance the operating income of the hotel industry. During the Olympic Games, other places outside Beijing will also hold various celebrations and investment promotion activities, which will also help to increase the operating income of the hotel industry.

One of the initial motives for hotel investors to take a fancy to the business opportunities of the Olympic Games is the income earned during the Olympic Games. According to the data, among them, the star-rated hotels increased by 5 times, and the budget hotels increased by 10 times. The smallest increase was in the contracted hotels for the Olympic Games, and 70% of the contracted hotels only increased by 1.4 times, reaching 1.6 times. 1 12 Hotel mainly receives members of the Olympic family, sponsors, officials and referees from all over the world. At present, budget hotels have begun to make reservations during the Olympic Games.

The Olympic Games will last for 17 days, and the actual high traffic may last for one month. I have roughly estimated that the Olympic Games will increase the hotel's annual room income by 65,438+05% ~ 30%. If a hotel earns 200 million yuan per year, the Olympic Games will bring 30 million to 60 million yuan, or even 1 100 million yuan.

In 2008, our two five-star hotels in Beijing will open before the Olympic Games, and the Olympic Games will increase the business income of our two hotels by at least 50 million yuan.

Enhance hotel brand

The Olympic Games is also a rare international marketing opportunities. During the Olympic Games, the whole world is paying attention to Beijing, which is an opportunity to push China's hotel brand to the world and internationalize.

Hotel investors value not only the large number of tourists during the Olympic Games, but also the rare international marketing opportunities provided by the Olympic Games as a global event. The Olympic Games can be done as an event marketing. Different from general event marketing, the Olympic Games is a big event, which can carry many brands.

Olympic Games 17 days, the whole world is paying attention to Beijing and the Olympic Games, which is an opportunity to push China hotel brand to the world and go international. At present, our domestic hotel groups have not really gone abroad to expand overseas markets. If we make good use of the Olympic Games, it will create convenience for our domestic hotel groups to explore the international market. At the same time, the Olympic Games is not only a good stage to open the international door, but also a good opportunity to consolidate the domestic market and expand the whole country. Take Kaiyuan as an example. The reason why we entered Beijing at this time is to add weight to our national expansion.

Kaiyuan is the largest private hotel group in China. Although our hotel design and service are well done internationally, it is still difficult to get recognition from guests and the industry. We think the Olympic Games is a good opportunity.

Improve the ability of employees

The Olympic Games can not only enhance the hotel brand and increase the hotel income, but also give our domestic hotel staff the opportunity to exercise. Regardless of international hotel brands or domestic hotel brands, employees are basically recruited locally, and their ability to serve foreign guests is still lacking.

The Olympic Games will bring a large number of foreign guests, and all the people in Beijing are learning English. Such an environment is the influence of the big environment for hotels in Beijing, and language just needs the environment. Take our hotel in Kaiyuan as an example. At present, our foreign guests account for more than 20%, and our services are mainly aimed at domestic guests. In order to expand nationwide, we must adjust the structure of tourists. Adjustment does not mean that you can adjust if you want, but that we must first be able to cope with the service needs of the adjusted tourists. Perhaps it turned out that a small number of employees had the ability to serve foreign guests. In the future, we may need most employees to have the ability to serve foreign guests. This requires the opportunity to exercise. The Olympic Games is such a great opportunity.

I believe that after the Olympic Games, the staff of China Hotel will improve their service ability and concept.

Three, three possibilities

Some hotels may have a surplus.

From Los Angeles in 1984 to Sydney in 2000, the number of hotels in the host city surged due to the Olympic Games. After the game, the hotel's market income showed different performances in different cities, some cities showed a rapid decline, and some cities maintained a high growth trend.

Whether the hotel market in Beijing will maintain a high growth trend by then depends on many factors, including follow-up measures.

The Olympic Games will greatly enhance the tourism image of Beijing and even China. Compared with before the Olympic Games, the number of inbound tourists will definitely increase significantly, which can alleviate our pessimistic estimation of the "post-Olympic effect" to some extent. In addition, the sustained and steady economic growth of China is the objective growth requirement of hotel development, and it will also digest some so-called surplus hotels to some extent.

In addition, after 2009, China will welcome the World Expo 20 10, which will last for half a year. As a window city and information center of China, Beijing will naturally attract the attention of the whole world. The yield of the hotel market will rise again after a slight decline.

Generally speaking, the impact of the Olympic Games on the hotel industry is beneficial, but there are also some risks. The key is that hotel investors should not blindly deal with the operation problems before, during and after the Olympic Games in order to obtain the greatest benefits.

The hotel industry may merge.

If the location and orientation of new hotels for hosting the Olympic Games do not meet the needs of Beijing's overall economic development, then after the Olympic Games, it may face a sharp decline in performance and a staged surplus in the industry, which will lead to industry integration.

Well-run hotels merge and acquire poorly run hotels, and move and transform them, which gives the market a good period of digestion and absorption. The trend of collectivization is the inevitable trend of the development of China hotel industry, which will be more obvious after the Beijing Olympic Games.

This will accelerate the internationalization of China hotel industry.

The Olympic Games provides the hotel industry in China with an opportunity to let the world know about China. At present, our domestic hotel groups have not really gone abroad and have no international hotel brands. After the Olympic Games, our domestic hotel groups may have the opportunity to expand overseas, which will play a good role in promoting the internationalization of our national hotel industry. In fact, some hotel groups have plans to expand abroad, and there are also some listed hotel groups abroad (such as "Home Inn"), which is undoubtedly an inspiration for our hotel industry in China. Going abroad and going to the world is the dream of every China hotel group.

This is the Olympic Games in China, so should other host countries.