No.048 Perspective New Hotel_Atour

Listen to Liang Ning’s master class, "30 Lectures on Product Thinking", and gain another insight into Atour.

Atour Hotels opened 150 hotels in 110 cities in less than 5 years. In the 2017 "China Mid-range Hotel Investment Report", Atour ranked first in the three dimensions of user satisfaction, return on investment, and investor satisfaction.

What does it do differently?

I have stayed in hundreds of hotels in the past twenty years. I asked myself, what kind of hotel do I like?

Close to my destination, because time is the biggest cost. If you can be close to a bustling area at the same time, it will be leisurely. Going to a place is life and understanding. Buy a local newspaper, eat a local breakfast, and visit the local morning market like a local.

Including hotel management and elevator card swiping. Fire exits are not blocked. Security of indoor property. Every time you enter a room, the first thing you do is look at the fire plan on the back of the door. Where is the escape route?

Including bedding, bathroom, etc. I bring my own towel and toothbrush every time.

The bedding, pillows and mattress are comfortable for a good night's sleep.

I like to read and the room should be bright.

I like literature and art. It would be better if a hotel is lively, local and popular.

6. Its biggest feature is that it has a large book bar. You can stay away all day and just read in the book bar, or you can take it home to read.

The second feature is breakfast. Rich, nutritious, and appetizing.

The third feature is culture. Hotels everywhere have photos of their local characteristics.

The fourth feature is service. I came with a cup of hot tea and left with a bottle of mineral water. The waiter always smiles. There are also tableware for children.

The fifth feature is marketing. Everything in the room can be sold, and the room is a showroom. Atour has filled his room with all kinds of good products, which can be taken away by scanning the QR code, and the cost can be included in the room fee invoice. Behind the combination of tea and books is the most down-to-earth experiential marketing.

The sixth feature is thoughtfulness. There are self-service laundry rooms with ironing boards, garment ironing machines, and small gyms.

Every time you book a room through the app and check in, you will be given a 20 yuan coupon. The accumulated room points can also be used as money.

(2) Liang Ning interprets Atour from the perspective of service

2. The service blueprint designed by Atour Hotel is the entire process from the first time a guest checks in to the second stay at Atour , twelve nodes in the middle service: reservation - first step into the lobby - first look at the room - consultation with the hotel - breakfast - waiting for people or buses at the hotel - late night snacks at noon or at night ——Departure——Review after leaving the hotel——Think of Atour for the second time——Recommend to friends——Book again for the second time

3. When staying at Atour, three services are strengthened. The intensity of the lobby experience. For example, tea is 100% served. When you arrive at Atour, you will be given a cup of tea first; check-in takes three minutes; and sometimes a "free upgrade" will be provided to surprise users. The final value experience of Atour is that when you check out, the service staff will give you a bottle of mineral water. In winter, you will be given a bottle of warm mineral water. This bottle of mineral water is called "Bieyou Ganquan".

4. There is a small space where you can experience the temperature. There is a library in the lobby where you can read books, drink coffee, or take books back to your room to read.

5. The core need of people traveling on business is a good night’s sleep. Atour spends more money on beds, mattresses, and pillows, chooses better quality, and reduces carpet expenses.

(3) Liang Ning analyzes Atour from the perspective of a product manager

Atour needs to cooperate with people who can obtain commercial real estate in good locations. In a good location, opening a hotel with good front-end service experience and controllable costs is a high probability of making money. Combination means combining abilities to empower each other.

Atour crowdfunding hotel. For example, when Tianjin Xiaobailou Atour launched a crowdfunding campaign, Jin Wen hesitated for a moment, and the crowdfunding quota was gone.

It only took 2 hours for the reservation amount to meet the fundraising needs, and the total amount for 5 hours of reservation exceeded 50 million.

Why is it so popular?

First, the participation amount per person is 100,000 yuan, so the number of participants will be wider.

Second, in addition to investment income, investors who participate in crowdfunding can also obtain corresponding levels of hotel consumption rights.

Third, supporters are first of all Atour Hotel’s users and loyal members. They are not just consumers, but also “consumers.”

Physical business is products, space, traffic and conversion rates. IP is the new traffic. They define Atour Wu Hotel, a collaboration between Atour and Wu Xiaobo, as a "community hotel". When "Wu Xiaobo Channel" introduced Atour Wu Hotel, he said: Atour Wu Hotel is OK.

First, community activities.

Second, reading space.

Third, scenario e-commerce.

Use Wu Xiaobo’s brand scene and the social traffic that has been built in “Wu Xiaobo Channel” to optimize the occupancy conversion rate.

In 2016, Atour mattresses sold 30,000 units, which is a large amount even for a Tmall store.

(4) Pay attention, there is knowledge everywhere