The difference between theme hotels and specialty hotels

1. Theme hotels must be specialty hotels

Uniqueness, novelty, and culture are the basis for the survival and development of theme hotels and specialty hotels. From this perspective, theme hotels and specialty hotels are homogeneous, and both have the following characteristics:

First, distinctive cultural characteristics

Both of them have introduced Certain genes of human civilization enable hotels to differ from traditional hotels in terms of architectural symbols and decorative arts, as well as product portfolio and service quality, forming characteristics that impact consumers' visual senses and psychological experience, that is, using The power of culture achieves the ultimate victory in market competition. It should be noted that the culture mentioned here is a broad concept, including all human material civilization and spiritual civilization.

Second, flamboyant individual characteristics

Different from traditional hotels, theme hotels and specialty hotels focus on creating differences and strive to improve hotel construction, product design and service provision in all aspects. Innovative and surprising, thus breaking through the traditional pattern of thousands of hotels, and promoting the hotel's individual characteristics is an effect pursued by theme hotels and specialty hotels.

Third, high-quality consumer objects

Due to their distinctive cultural characteristics and personality characteristics, except for a small number of novelty hunters, the vast majority of consumers attracted are interested in For guests with a higher taste in life, appreciating the characteristics and feeling the atmosphere have become important motivations for them to purchase hotel products. The hotel has actually become a gathering place for people with similar hobbies, similar interests and the same language. People come here to consume, in addition to meeting basic physiological needs, they also pay more attention to spiritual enjoyment and excitement.

2. Specialty hotels are not necessarily theme hotels

At present, many hotels have achieved the status of "specialty" with special restaurants, special rooms, special bars, and special decoration styles, but these hotels It can only be called a specialty hotel and cannot be regarded as a theme hotel. The differences between the two are as follows:

First, regionalization

The cultural materials of characteristic hotels can be all-encompassing, ancient and modern, Chinese and foreign, and any crystallization of human civilization can be the target of selection. The theme of a theme hotel must be closely related to the regional characteristics and cultural characteristics of the hotel's location.

Second, systematization

The introduction of characteristic hotel culture can be limited to a certain part or link of the hotel, and different cultural contents can also be expressed in a hotel. The theme hotel emphasizes the theme of the hotel as a whole, and a complete hotel system must be built around the theme. The design and combination of hotel hardware and software should be carried out around a unified theme, and each functional area and service details should serve to deepen and display the same theme. . That is to say, around the same core connotation, all spaces and services of the hotel are used to create an ubiquitous theme cultural atmosphere.

Third, timeliness

Due to uniqueness and novelty, specialty hotels can create a sensational effect, but compared with theme hotels, they show an obvious life cycle. Due to the lack of regionalization, the characteristics formed cannot be organically integrated with the spirit of the city where the hotel is located, and the branding power is weakened; due to the lack of systemization, the characteristics lack a strong support system, and the influence of functions is limited. Therefore, features are easily imitated and copied. With the continuous emergence of homogeneous competitors and customer fatigue, features become a kind of uniqueness, and the product reaches its life cycle.

3. Definition of theme hotels and specialty hotels

Based on the above analysis, the author believes that the so-called specialty hotels refer to the appearance of the hotel through the introduction of unique natural and cultural resources and modern scientific and technological achievements. A hotel whose atmosphere or service products are different from traditional hotels and can bring unique feelings to consumers. The theme hotel refers to a hotel that uses the most influential regional characteristics and cultural characteristics of the hotel's location as materials to design, build, decorate, produce and provide services. Its biggest feature is to give the hotel a certain theme and center around this theme. Build a hotel atmosphere and management system with all-round differentiation, thereby creating a unique charm and personality that cannot be imitated and copied, and achieve the purpose of improving the quality and taste of hotel products.