How can we open a hotel that integrates business and leisure?

In China, once a hotel is endowed with "business philosophy", it is worth a hundred times immediately. It is often associated with the words "noblest", "most luxurious", "industry elite" and "celebrity".

Nevertheless, for many people, it is still a difficult problem to locate business hotels more accurately, and it is even more difficult to dig out the top and most fascinating business hotels.

In fact, to be worthy of the word "most popular", only one basis is needed: it can satisfy the desire of every standard business person to the maximum extent. Therefore, Beijing Oriental Grand Hyatt, Hong Kong Peninsula, Portman Ritz-Carlton Shanghai, Mandarin Oriental Hong Kong ... these hotels are unbearable and outstanding.

For hotel connoisseurs, the above-mentioned hotels are typical representatives of a unique culture: these hotels come from famous families, where the ancient craft of "service" has been passed down from generation to generation.

Similarly, as a leader of commercial media, 2 1 Century Business Herald, in conjunction with many business elites and industry veterans, focuses on the selection and reporting of "Top Ten Most Popular Business Hotels in China", which has practical industry significance for improving the service quality and brand cultivation of business hotels in China.

The growth of business hotels is the product of market competition under the guidance of business travel demand, and it is also the inevitable result of business hotel operators' long-term commitment to brand cultivation. The latter point can be proved by the fact that the "Top Ten Most Popular Business Hotels" selected this time are all managed by internationally renowned hotel management groups. However, for the business travel market with broad growth space in China, the future of business hotels is still very long, such as a series of problems to be solved in the development of unbalanced industrial structure, slow growth of national brands, and weakening of sustainable competitiveness.

Unbalanced business tourism market and industrial structure

Business tourism in China is still in the primary stage of market cultivation and industrial formation. Geographically, it is relatively concentrated, mainly in big cities such as Beijing, Shanghai and Guangzhou. The active economic situation in these cities has attracted thousands of business travelers. The business activities in these cities are frequent, most of which are concentrated in Beijing, Shanghai and Guangzhou.

Global business activities such as investment negotiation, exhibition and discussion, trade in goods, technology and services, and business management have increased substantially, providing a tourist base for deepening the business travel market in China. The research data shows that the business tourism consumption in China is increasing at a rate of 20% every year after entering 2 1 century. In 2002, the consumption of business tourism exceeded US$ 4.2 billion, accounting for about 1% of the Asian business tourism market. In the foreseeable future, China will become one of the most important business travel markets in the world.

It is this rare market development opportunity that makes more and more hoteliers adjust their development and operation strategies and put business hotels at the center of product structure. In order to occupy more market share of business travel, internationally renowned hotel groups and single hotels in domestic metropolitan areas are injecting more business elements into their enterprises.

Open the territory of foreign-funded hotel management group in China, connect dots into lines, and draw lines into a network. After the climax, foreign hotel groups once again started the expansion of China. For example, foreign hotel management companies began to introduce more high-end business brands into their brand pedigree; Domestic management companies try to seek more business tourism market share through brand extension or scale expansion; Some well-known single hotels in the regional market are also trying to make their own group operation plans in order to cultivate new strategic growth points with the help of more tourists and resource advantages; More hotels are changing their internal product lines, especially providing targeted and fully functional business floors. It is the entry and expansion of the above-mentioned different operators that makes the business hotel market in China face extremely fierce competition pressure in the early stage of development.

Construction and Upgrade of Competition System of Business Hotels in China

During the market cultivation period, business hotel suppliers in China must devote themselves to forming and upgrading a sustainable competition system with brand and scale as the core. A business hotel without a brand is a hopeless business hotel, and the hotel industry without the support of national brands can not bear the long-term development goal of the business tourism market.

On the one hand, domestic hotel groups, such as Jinjiang International and Capital Tourism, can't distinguish by effective brands to cultivate the stable image of their member hotels in the business tourism market; On the other hand, some single business hotels have gained a certain popularity in the regional market, but they can't increase their market share through effective regional scale expansion, which gives an overall impression to the business tourism market: we always lack brands that can enjoy popularity and reputation nationwide. In the tourism market where many consumers have finished their consumption in the space movement, the brand of business hotel will not really realize marketization without corresponding market share. As far as single hotels are concerned, a large number of business hotels and hotels providing business floors overlap, so it is difficult to distinguish them completely. This has also led to the unclear positioning of many hotels. It is often seen in hotel brochures that "it is an ideal place for tourism, business, meetings, catering and entertainment", so it has no obvious characteristics. At the same time, business products and services are single, with little differentiation.

It is against this background that we call for the brand development and scale expansion of China business hotel industry, especially the brand growth and market share expansion of ethnic hotels. From the industrial level, only by grasping the most potential domestic business tourism market can we cultivate a truly competitive hotel group. Driven by both supply and demand, the brand development of business hotels will surely move from necessity to feasibility. Of course, in this process, the government's industrial guidance, the support of professional media and the intervention of professional research institutions are also indispensable market driving forces.

Win business market opportunities

At the same time, it is necessary for us to discuss the definition of business hotel again.

What is a business hotel? There is no unified standard system at present. In fact, the definition, connotation and extension of the concept of business hotel itself is historical and dynamic, and it is constantly revised with the change of business tourism market demand and the innovative activities of industrial supply. We can also grasp the development orientation of business hotels committed to brand cultivation from the following aspects.

The first is customer orientation. Business guests should occupy an absolute dominant share in the hotel's total tourist source structure, which is a basic standard to distinguish business hotels from non-business hotels. The formation of tourist source structure can not be separated from the active guidance of hotel operators' strategies, such as giving hotels corresponding brand connotation and brand association, coupled with the coordination of price and product strategy.

Followed by product orientation. The hotel's geographical location, architectural decoration style, facilities and equipment, service items and staff service ability should be integrated according to the consumption demand characteristics of business guests. For example, the business facilities of a business hotel should be complete, such as fax, photocopying, audio-visual equipment of language mailbox, etc. The hotel should also provide all kinds of advanced meeting facilities to facilitate guests to hold meetings; Guest room facilities should also meet their needs and facilitate office work, such as printers and network interfaces.

The third is price positioning. The price of business hotels is higher than that of similar hotels. General business travelers are not sensitive to price, but pay more attention to accommodation, communication, banquets, transportation, and the environment and atmosphere of the hotel. In order to meet the material and psychological needs of guests, the quality of business hotels is higher than that of ordinary hotels, so the price of business hotels is naturally higher than that of other types of hotels at the same level.

The fourth is geographical location. The location of business hotels should be superior. Generally speaking, the transportation is convenient, and it is close to commercial intensive areas (such as CBD), which is convenient for attending various business activities and meetings and contacting some potential business partners; There are many well-known specialty restaurants around, which are conducive to entertaining guests; Being close to the leisure center is conducive to the leisure activities of business guests after work. Similarly, because business guests need to complete various business activities in a short time, the geographical location is not superior, which is tantamount to wasting time.

The fifth is the brand, that is, there must be a brand in the consumer market. On the one hand, brands can save the search cost of business guests. Once staying in a hotel of a certain brand, guests will be familiar with the hotel of this brand everywhere. At the same time, the hotel can * * * enjoy the customer files and provide personalized service for business guests, making them feel at home.

Finally, human resources standards. A good business hotel should ensure that all the components of the product are matched and compatible with each other. Because employee behavior directly constitutes the core component of hotel products, we need to look at the proportion of well-trained employees and professional managers in the total number of employees when investigating business hotel brands. Compared with ordinary hotel employees, these professionals can better understand the needs of business guests and have rich experience in the hotel industry. Business guests, especially international business guests, are generally middle-aged. Most of them have received higher education and have higher requirements for services. Sometimes, hotels need to provide various services related to their business activities, such as secretarial and butler services. In this sense, a good business hotel is also an excellent employer. It is better at selecting, training and motivating hotel professional managers and professional technicians to provide perfect professional services for our customers.

2 1 Century Business Herald has launched a strong brand boost on the road to the growth of business hotels in China. As long as we grasp the demand characteristics of business travelers, constantly cultivate the innovative consciousness and ability of professional managers, and be good at learning from excellent hotel suppliers in the international business travel market, in the near future, China will surely have more business hotel brands to enter the forefront of Asia and even the world.