Property-right hotel investment analysis

According to statistics from relevant parties: At present, there are more than 200 property-right hotel projects in my country, and there are more than 75 property-right hotel apartments in Shanghai alone. There are also many property-right hotel apartment projects under construction across the country. The following is an analysis of property-right hotel investment, please read in detail.

The essence of a property-rights hotel is that the developer divides each hotel room into independent property rights and sells them to investors. Investors generally do not live in the hotel, but entrust the hotel management company to rent and operate the rooms, and obtain Annual room profit dividends, and a certain period of free stay from the hotel management company. For investors, they can not only obtain direct income, but also travel to different countries and scenic spots around the world for leisure and vacation.

Relevant data show that in the past 10 years, the average annual growth rate of property-owned hotels around the world is 15.8%. Compared with bank savings, the investment performance of property rights hotels is stronger. It is expected that by 2004, global property hotel sales will reach 30 billion US dollars. For a long time, bank savings have been the first choice for domestic residents to invest. However, as of the eighth interest rate cut in February 2002, the function of saving and adding value has begun to weaken, and the concept of financial management has changed. Compared with investing in stocks and bonds, property-right hotels, which have relatively smaller investment risks, are expected to become the first choice for the middle class.

Property-right hotels introduce to the public special commodities that are both consumption and storage, services and assets, and can be used for self-use and as gifts. They are an effective synthesis of the real estate industry and the tourism and hotel industry.

Perspective on the development of property-right hotels in China

In mainland China, property-right hotels have become popular since 1995 in Beijing, Shanghai, Guangzhou, Shenzhen, Hainan, Qingdao, Beihai, Guilin, and Zhuhai. Various forms of property-rights hotels have begun to appear in Beijing, Kunming and other places. After a period of development and showing strong momentum, new hotels have opened one after another, giving people a feeling that the market has great potential. In the few years since its emergence in China, the new hotel business format of property-rights hotels has experienced germination, development, and failure.

Conditions for the development of property-right hotels

Property-right hotels originated in the French Alps in the 1960s and later became popular in some famous tourist cities and regions around the world. Such as Hawaii, California, Florida, Arizona, and the Gold Coast of Australia. After decades of development, this model has become a widely accepted real estate and tourism investment type in the world. Hotel occupancy rates are relatively high, generally above 40.

The mature development of Western property-right hotels is based on the following conditions: First, the rise of the middle class in Western countries has formed a huge customer base. Second, the location of the property-right hotel has sufficient tourism resources such as sightseeing and recreation, which can provide guests with leisure vacations. Foreign property-right hotels are mostly built in areas with 3S (sunshine, beach, seawater) conditions, or areas with unique natural scenery and complete sports and fitness facilities. Third, an important factor is the supporting facilities for foreign timeshare vacation consumption. The combination of the timeshare exchange system with property-right hotels will undoubtedly make property-right hotels more attractive, allowing them to invest in one place and enjoy them in another place. At present, more than 5,000 hotels (resorts) in more than 100 countries in the world have joined the timeshare exchange alliance.

The development and rise of property-right hotels in China

The first country to introduce the property-right hotel model was Sanya City, Hainan Province, around 1995. That was a "last resort" strategy in order to get rid of the dilemma of unsaleable properties when the real estate market was down. Unexpectedly, this "accidentally" hit the "waist" of the new wave of real estate investment. As a property development model that combines tourism and real estate, it has become popular across the country since 2001.

With the rapid development of the domestic economy and tourism industry, property-right hotels, an investment type favored by the foreign middle class, have landed in China. From Hainan Island to Beijing, from Chongqing to Shanghai, property-right hotels have gradually formed a prairie fire in famous domestic tourism and economically prosperous cities.

"Arran Hotel" in Dameisha, Shenzhen, "Danfeng Bailu" of Sanjiu Group; "Golden Holiday" and "Infinite Happiness - Longqing (Holiday) Country Club" in Beijing; "Boao Nanse Coast" in Hainan , "South China Sea Legend", "Sanya Seaview Hot Spring Hotel", "Gold Coast Garden"; Shanghai's "Phoenix Tower"; Qinhuangdao's "Victoria Bay" and "Blue Sea and Blue Sky"; Dalian's "Haichang Xincheng"; Hangzhou's Projects such as "Huanglong Moon Bay Hotel" followed one after another.

Analysis of the current situation of property-right hotels

A few years ago, property-right hotels represented by Hainan suffered a failure. There are three reasons for this: First, the original planners mainly wanted to The purpose of selling the building as soon as possible to collect funds is not to develop the tourism industry; secondly, the conditions for Hainan as a tourist resort were not mature at that time, and the market climate for domestic tourist resorts had not yet formed; thirdly, the concepts of property-right hotels and timeshare vacations It is not yet understood and accepted by Chinese consumers.

Looking back to analyze the current conditions for the development of property-right hotels in China, we can see: First, the conditions that originally restricted the development of property-right hotels—the software and hardware environments of tourist resorts have gradually matured. The market climate for travel and vacation has taken shape; secondly, the domestic economy has developed rapidly in recent years, and the white-collar class has expanded rapidly and has become the mainstream group of urban consumers. At the same time, the new concept of leisure consumption has brought business opportunities to timeshare vacation consumption; thirdly, the tourism industry in recent years has With rapid development, domestic emerging tourism resources are becoming more and more abundant; finally, international timeshare companies have entered China, so that the concepts of timeshare and property-right hotels have gradually been recognized in the domestic industry and consumer circles. It can be said that the general environment for the development of property-right hotels has basically matured.

Property-right hotels have the dual attributes of tourism and real estate. As a consumer-oriented hotel, it is a supporting product of the tourism industry, providing accommodation, catering, entertainment, business and other services; Property rights developers for investors also have many personalities of real estate developers, providing property rights services, property management, entrusted operations, etc. Therefore, from the perspective of developers of property-right hotels, they must operate along the lines of the tourism industry and the real estate industry. This model is in line with the essence of property-right hotels and caters to the investment interests of consumers.

Customer analysis of property-right hotels

As a pure investment method, 60% of the customers of property-right hotels are middle-class families investing, and about 40% are purchased by corporate groups.

An analysis of the customer groups of property-right hotels shows that current buyers also have dual personalities of consumers and investors. As consumers, customers enjoy travel and vacation services, and enjoy supporting benefits such as catering, entertainment, fitness, etc.; and as investors, customers enjoy the operating benefits of the rooms and vacation homes they purchase. Specific analysis shows that the customers of property-right hotels are nothing more than three types of consumer groups:

The first is families or individuals with certain financial strength. Their role is between investors and consumers. They invest Mainly for value-added and dividends, and for taking a vacation;

Secondly, some companies or institutions purchase them for employee benefits or meetings. In the past, some units had guest houses, nursing homes and other benefits in scenic spots. Facilities, and the daily management of these facilities has gradually become a burden for the unit. Purchasing a property-right hotel can remove these burdens;

The third is a timeshare company, whose purchase motivation is purely business needs.

The interests of these three groups are different. Timeshare companies are most concerned about the benefits of property-owned hotels for leisure vacations, focusing on the embodiment of the hotel’s consumption function; individual consumers are concerned The focus is on the proportion of initial investment, guarantee of investment appreciation, hotel operating capabilities, additional benefits and functions, scenery difference with the residential area, exchangeability, etc.; while institutional investors focus on the hotel's service and management capabilities, financial monitoring Transparency, corporate culture fit, business needs, etc.

Regardless of the type of customer, the hotel's consumability (including exchangeability), investability (appreciation ability) and investment safety indicators are decisive influencing factors, and China currently has the ability to invest in the consumption of property-right hotels Most of the investors are white-collar workers with high quality. These people generally have good educational backgrounds, successful business management experience, good analytical skills and investment vision. Therefore, they pursue short-term interests and ignore long-term returns to consumers. It is difficult for developers to gain their trust.

The way out for the development of property-right hotels

To make the development of domestic property-right hotels more stable and further requires the joint efforts of developers, customers and the market environment.

Since this market is driven by sellers rather than market demand, the first thing is to avoid rushing into the market and not just focus on the benefits of quick capital recovery and stable income of mid-property-style hotel projects. It is even more important to recognize that there are problems in this project that demand needs to be guided and consumption concepts need to be stimulated. Developers must make great efforts to cultivate the market and cultivate consumers. They must use good promotion methods and demonstration methods to attract a large number of follow-up consumers through word-of-mouth communication from pioneers with personal experience.

Second, on the one hand, hotels should actively join the timeshare exchange system, and on the other hand, they should conduct extensive horizontal alliances with peers to enhance the chain advantages of property-right hotels.

Third, developers should establish a good corporate image and complete corporate management systems to enhance the company's operating profitability, while enhancing the transparency of corporate operations to provide investors with safe and reliable investment protection. , enhance their investment confidence.

Fourth, developers, with the assistance of agents, should combine their own and social resource advantages to provide consumers with additional benefits and discounts. For example, when HNA Group Kangyuan Hotel launched its property rights concept, it implemented large-scale operations, combined air advantages (aircraft routes) and ground advantages (Hainan's scenic spots, hotels), and established a national hotel chain in its domestic navigation cities, forming a Integrating advantages to provide customers with a variety of added values ??such as 50% discount on air tickets, exchange of chain store use rights, discounts on recreational facilities, etc., coupled with HNA's strong brand, Kangyuan Hotel's good operating performance for more than 10 years, the concept of "tourism vacation investment" and its listing The company's transparent operating model has given investors a high degree of trust in it.

Fifth, developers and agents should actively use some operating models of the real estate industry to provide consumers with bank mortgage investment plans. Consumers only need to pay a low down payment and the balance is repaid in installments. In this way, consumers can earn a certain amount of income every year in addition to repaying bank loans by entrusting hotel operations. Some developers have also introduced guaranteed return policies, which can greatly promote consumer investment and purchase behavior.

The success of a property-rights hotel is not just about selling out the hotel, but also focusing on the sustainable development of subsequent operating performance.

1. The grade positioning of property-right hotels is very critical. If the grade is too low, it will not attract customers; if the grade is too high, there will be too few high-end customers, and the hotel management cost will be too high, and the gain will outweigh the losses. Generally, tourists and leisure guests prefer 3-4 star hotels.

2. Reduce labor costs. Generally, property-right hotels located in scenic tourist areas have obvious off-peak and peak seasons. Therefore, in addition to being localized, hotel managers may also wish to adopt "seasonal work". Of course, training to strengthen corporate cohesion and personnel quality is also important.

3. Add more open entertainment facilities. The public supporting facilities of property-right hotels not only serve hotel investment owners, but should also be open to the entire tourism market and the public, so as to retain and mobilize popularity.

4. Carry out diversified operations and do everything possible to meet the needs of guests. Compared with business-type hotels, property-right hotels for the tourism and leisure industry, in addition to having their own distinct positioning in terms of price and service, should also develop a variety of services or operations around the tourism industry.

The above is the property-right hotel investment analysis introduced by the editor. I hope it can help you. For more information about property-right hotels, please continue to pay attention to Tubatu Decoration Network.

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