The secret of cinema-style hotels (2)

According to a report by the China Business Industry Research Institute, the proportion of luxury, mid-to-high-end, and economy hotels in my country’s hotel industry is currently about 8%, 27%, and 65%. The domestic hotel market is still dominated by low-end economy hotels. dominant. In the future, the structural layout of my country's hotel industry will be closer to the structure of the hotel industry in developed countries such as Europe and the United States, showing the characteristics of mid-to-high-end hotels as the mainstay. Judging from the current domestic hotel market structure, budget hotels are overly competitive, with oversupply and weak hotel performance growth. Moreover, with the increasing fixed costs of manpower, rent, water and electricity, etc., hotel operating costs are also getting higher and higher, and most of them Hotel styles and functions are highly homogeneous, bargaining power is low, and hotel experience is unsatisfactory. In addition, under the background of consumption upgrades, customer needs are more personalized, and current budget hotels cannot satisfy them at all.

As a result, special theme hotels came into being. At first, there were various couple-themed hotels to attract couples. Now they are the most popular e-sports hotels, and cinema-style hotels have always been a popular investment direction. , from the beginning of the Popcorn Cinema Hotel to the current Youxi Movie Hotel, it is said that the guest rooms of the hotels under the Meihao Hotel Group must have 30% of cinema rooms as standard. In 2019, Yip Hotel Group and Qing Ning Weiying cooperated on the theme of "hotel + cinema" to actively promote their two mid-range brands, Tuke Chengshe and Rest Yizhi, into this huge transformation market. With future development, the theater-style hotel camp will become stronger and stronger, more movie hotel brands will appear, and this room type will be adopted by various hotels for modification and addition.

Cinema-style hotel rooms not only provide customers with the experience of watching a movie in bed one night. For hotels, it has more important meaning. There are two most critical core indicators in the hotel industry, one is the average room price of sold rooms, and the second is the occupancy rate. The multiplication of the two equals "Revenue Per Available Room" (RevPAR), which directly reflects the difference in the hotel's economic benefits. The average occupancy rate of hotel rooms in China is only 51.33%, while according to our statistical data, the occupancy rate of theater-style hotel rooms reaches over 90%, and the average room price is 50-150 yuan higher than ordinary room prices.

Moreover, customers who choose cinema-style rooms will spend a lot more time in the hotel, which brings more consumption scenarios. For example, once the projector is turned on, advertisements waiting for it to start are indispensable. , you can put hotel special gifts on the promotional page and open them in video or picture format. The visual impact brought by the large screen makes it easier for customers to make impulsive purchases. During the process of watching movies, the consumption of snacks and drinks will also increase unknowingly, and More sales of movie merchandise. The audio-visual room cooperates with other smart hotel services, such as delivery robots and smart speakers, allowing customers to enjoy private movie cafe-style services anytime and anywhere while watching movies.

Cinema-style hotel rooms bring better reputation, better experience, better revenue and better RevPAR to the hotel. According to hotel praise survey data provided by a cinema-style hotel room solution provider, among factors such as location, bedding, service, design, breakfast, and audio and video, the proportion of audio and video rooms is as high as 51%, which is much higher than other factors.

On December 4, 2020, Beijing time, Warner Bros. announced that all 17 movies released in North America in 2021 will be simultaneously launched on HBO Max, that is, they will also be available for streaming on the same day as the North American theaters are released. During the theater window period Cancel. With the impact of the epidemic, some domestic film companies will also follow up on this policy. In the near future, theater-style rooms are likely to become the standard feature of hotels.