Hotel architecture scene

The hotel is no longer a scene of providing accommodation, a hotel lobby, a space for guests to rest, a hotel front desk and a check-in counter. Has the hotel changed? In fact, it is not because of the change of digital infrastructure and content output mode, but because of the change of environment, the scene has a more complex role, and the value attribute of the media has been injected, and the way people get information is also changing. Therefore, the role of the hotel is constantly iterative, and the value of optimizing the hotel scene is also given more possibilities. We try to analyze the future hotel scene marketing from the perspectives of "crowd portrait", "connection relationship" and "brand connection". As a coordinate in a city, a hotel is a bridge between residents and the city. Many hotels with humanistic temperament are more like a microcosm of a city, and also a silhouette of the city's cultural history, telling the changes of the city. Hotel customers can be divided into two categories, one is a guest with a certain purpose. For example, if you are on a business trip or traveling, you need to stay in a hotel. One kind is tourists who need to go to the hotel for a certain purpose. For example, attending weddings, business activities and social activities. In fact, behind different hotels, the accurate classification and screening of crowd portraits are completed with clear price bands and star standards. Westin, Ritz-Carlton, Marriott, CLUBMED, Sofitel, Wanda, Intercontinental, Hilton Four Seasons, Atour, Jardine Matheson, Orange If you are the brand owner, you will immediately gain insight into the basic social role, status and purchasing power of the residents through their names. At the same time, as far as the groups and group needs delineated in the hotel scene are concerned, based on the functions of the hotel, such as business trips, travel accommodation, business exchanges, business meetings, leisure shopping, banquets for relatives and friends, etc. More than 74% of hotel consumers are white-collar workers, and young and middle-aged male consumers account for 82%. Most of them are middle and high-end people with very high spending power, and the delineated groups are very clear. With such a clear audience, their needs will naturally be clear. For example, fast-moving, finance, education, tourism, Internet e-commerce, automobile and other industries. If the hotel is regarded as a media, in fact, the hotel has helped the brand to complete the accurate screening of the target population at the initial stage. -2- What's the connection between the guest and the hotel? How to do a good job in hotel brand marketing is a problem worthy of serious consideration. We can think about the relationship between guests and hotels from the function. Guests have more time to stay. Clothing, food, housing, use, transportation, socialization, entertainment and leisure are all the connection points between brands and residents. The key is whether it can bring guests feelings and experiences outside the hotel. Can customers pay the bill under the comprehensive factors of convenience, cost performance and quality? During this period, we can provide better products and services around the actual needs and potential needs of residents and enhance people's consumption of brands. Tourists have a certain stay time. Wedding banquets, business activities, social activities, meetings and negotiations, etc. This process is relatively short, and it is difficult to buy hotel products and services. However, in the process of feeling the hotel experience, you can complete content consumption and output valuable feedback such as word of mouth. Guests have fixed stay time and scenes, such as front desk, room, restaurant, sports and leisure space, etc. There are few tourists except for the necessary stop scenes. Therefore, it is necessary to understand the characteristics of the crowd in order to communicate with different people accurately based on the scene and space. —3— How do brands connect? Regarding how to connect, it is important to know in what space it happened and completed. If the content is achieved, we should pay great attention to the development of the scene space with media attributes in the hotel, which can better occupy the catalytic space of the crowd and establish mental memory. For example, from entering the hotel gate, do a good job of crowd movement test and complete the operation of every contact of the hotel. From check-in, room card processing, entering the room, going out, coming back, dining in the hotel, leisure, meeting guests in the lobby, this is basically a person's activity track and basic scene map. What we can do is how to do a good job in content layout under such a scene trajectory. Take check-in at the front desk as an example. This is the only absolutely mandatory stop, observation and waiting scene in the hotel. Judging from the average check-in time of 2-3 minutes, this is definitely the golden connection time. In this process, guests can kill time by brushing their mobile phones, but in the process of portrait comparison, there is no interference in the process of brushing their faces and inputting information, and their energy is the most concentrated. During this period, people's deep memory and instant memory of the registration screen will be fully integrated, just as we will remember the sponsor advertisements when watching the Spring Festival Evening, which is inevitable and impressive. Speaking of it, this is actually the insight of Sanchuan Technology. When we realized that the hotel front desk could become the core position of user communication, we quickly built an aggregation platform with AI intelligent marketing as the core. Combine online and offline to give play to greater advantages. The content-oriented delivery system we built, FaceBox Chuangshi, can use artificial intelligence technology to target different genders, age groups and identities. , the audience is clear. And the coverage rate is very high. At present, it has covered more than 0/00 cities in China/kloc, and100000 hotels. Over the past two years, the operation has been stable. The most obvious advantage of facebox is that it has a certain "forced" touch effect. On the one hand, it is standardized check-in equipment, on the other hand, it uses artificial intelligence technology to place advertisements while guests check in, and the transformation effect is very ideal. At present and in the future, this is also a business model innovation of "AI technology+hotel scene". Facebox Chuangshi AI+ hotel scene intelligent marketing platform has gradually become a standardized media solution for hotel scene marketing, serving more and more brands.