Predicament and Countermeasures of Three-star Hotels

First, we should really know and understand the "three-star" standard.

The standard GB/T 14308—20 10 for star classification and evaluation of tourist hotels guides the "consumption value" of all star hotels. One-star hotels are applicable hotels, two-star hotels are budget hotels, and three-star hotels are mid-range hotels. These three hotels are all limited service hotels. Four-star hotels are high-end hotels, and five-star hotels are luxury hotels, both of which are full-service hotels.

Three-star hotels embody moderate grades and standardized management. Pay attention to infrastructure, service items and basic services, highlight the value of core product rooms, pay attention to hotel lobby, catering and public areas, and emphasize standardization and comfort. Three-star hotels are positioned as limited service hotels, suitable for mass consumption. They are not simply "cheap" or simply reducing functions and services. Instead, we should appropriately reduce the requirements for supporting facilities, provide basic professional services for guests, emphasize the core functions of hotel accommodation, and pay attention to the cost performance of price and quality.

Two, three-star hotels have great development potential. It is necessary to establish market confidence, seize opportunities, and formulate and implement development plans as soon as possible.

Although the operation of three-star hotels has encountered various difficulties at present, the market has shown a strong realistic demand for high-quality mid-range hotels (including three-star hotels, some four-star hotels and hotels that have reached the standard of three or four stars but are not listed).

At present, China has entered the era of mass tourism, and the accommodation consumption base is huge. Low-star hotels are the theme of mass tourism accommodation market. Compared with four-and five-star hotels that provide full service, the middle class has become the potential target market of three-star hotels with medium price. With the increasing consumption power of the emerging middle class in China, the demand for mid-range hotels in the future is huge.

Second, seek survival and development in the process of change.

1. Through asset reorganization and structural adjustment, the survival of the fittest will be eliminated in fair competition in the market.

At present, the investment structure of three-star hotels in China is relatively low in marketization and openness. 20 1 1, domestic capital accounts for 97. 19%, Hong Kong, Macao and Taiwan and foreign capital only account for 2.8 1%, while there are171domestic hotels, accounting for the total number of three-star hotels.

In the 1980s and 1990s, a large number of training centers, guest houses, hotels, sanatoriums and resorts were successively built by state ministries, military units, central enterprises and local government agencies, which were later listed as star-rated. Central enterprises alone have more than 2,000 hotels, most of which are three-star hotels.

Some state-owned hotels that opened earlier and had a heavy burden were merged and bankrupt, and inferior hotels withdrew from the market. Diversification of investors and shareholding system reform of state-owned hotels will be realized, so that state-owned hotels will truly become the main players of market competition with self-management, self-financing, self-restraint and self-development. Or through decentralization, contract management responsibility system, leasing system, asset management responsibility system and other optimization forms to stimulate the vitality of the hotel.

2. Positioning of business model

Through acquisition and merger, entrusted operation, franchising and other chain ways, brand and group operation will be realized, and rapid and large-scale development will be realized.

3. Diversified financing of hotel renovation

The standard GB/T14308-2010 for Star Rating of Tourist Hotels emphasizes the "necessary hardware configuration" of three-star hotels and attaches importance to simple, practical and low-cost operation. Through the improvement of energy saving and consumption reduction of obsolete equipment and the reasonable adjustment of plane function layout, the operating cost is reduced and the energy production efficiency is improved.

The construction area and operation scale of three-star hotels are generally small, and the decoration cost is not big. Hotels can seek funds to transform hotels by transferring equity, increasing capital and shares, and bank mortgage loans. In recent years, China's tourism industry has become a hot spot of enterprise transformation and investment, especially during the international and domestic economic downturn, a large number of private capital has been invested in the potential tourism industry from the virtual economy, real estate and resource industries. On June 20 12, the National Tourism Administration issued the Implementation Opinions on Encouraging and Guiding Private Capital to Invest in Tourism, encouraging and guiding private enterprises to participate in the restructuring and reorganization of state-owned tourism enterprises through various forms such as equity participation, holding and asset acquisition.

4. Market positioning

Three-star hotels must segment the market according to social needs, reposition themselves, make full use of their existing resource advantages, such as convenient geographical location (mostly located in the city center) and rich cultural accumulation (mostly built earlier), take the development road of differentiation, characteristics and quality, and try to avoid conflicts with the tourist markets of economy hotels, four-star hotels and five-star hotels.

5. Product positioning

Three-star hotels emphasize limited services, "small but specialized" and "small but refined", and try to outsource some services. Guest room is the focus of three-star hotel management, hygiene, safety and convenience are the basic requirements of service, and three competitive core products must be built, among which economy hotel highlights B&; B (bed and breakfast) are two core products. Four, five-star hotels pay attention to the integrity of service, the overall feeling of guests, and the high quality of products.

The main consumer groups of three-star hotels are price-sensitive tourists and business travelers, especially with the popularity of online booking, business travelers have low loyalty to hotel brands, so three-star hotels must improve the cost-effectiveness of products to improve the customer return rate.

6. Improve the degree of management specialization.

GB/T 14308—20 10 standard emphasizes the socialization and specialization of three-star hotels. Through the implementation of professional manager system or intensive brand chain operation, the standardization and standardization level of three-star hotels will be improved, and management means will be used to increase revenue and reduce expenditure.

7. Strengthen human resource management

Three-star hotels should adjust their organizational structure, implement efficient flat management, implement the post responsibility of "one person can do many things" through training, and strictly control labor costs. At the same time, implement a reasonable salary system, improve the performance incentive mechanism, strengthen the construction of corporate culture, retain excellent managers, and reduce the loss of core employees.

8. Improve the marketing model

At present, most three-star hotels still stay in the single traditional means of in-store marketing of printed matter, and do not pay attention to market promotion. They should attach importance to cooperation with third parties and use e-commerce technology to promote and book online.