How do single hotels choose brand partners?

What is the difference between opening a single hotel and choosing a brand hotel as a partner? Generally speaking, the management of a single hotel is like a lone ranger, groping across the river and even being trapped in an isolated island; Choosing a strong cooperative brand, just like the combination of two heroes, is labor-saving and labor-saving, and realizes the aggregation effect of "1+ 1 > 2".

The owner of a single hotel may have the following pain points and dilemmas: 1. OTA's high commission will weaken operating profit.

2. Relying on OTA channel, the customer source channel is single and the customer loyalty is low.

3. Consumers' trust in non-brand hotels is low, and customer evaluation is usually low.

4. There is no professional team and tools for the operation, sales and promotion of N links of human resources and finance.

5. and ......

According to "20 17-20 18 China Tourism and Accommodation Brand White Paper", there are more than 400,000 hotels and inns in China, and the brand chain rate is only 6%, far lower than the chain rate of 70% in the US market. There is still a lot of room for stock market integration. How can a single hotel choose the right brand to achieve stable income?

One of the five mid-range brands of the global hotel group, non-Fancheng products take urban humanities as the theme, creating a "one city, one side" business comfort style. It has signed a contract to open branches in 80 cities across the country and quickly occupied the leading position in the mid-range hotel stock market.

Among the hotels that have cooperated with the extraordinary Eslite brand, many stores have achieved excellent business performance in a short time, including the extraordinary Eslite Beijing Caoqiao subway station store.

Hotel archives before joining (data 2017 65438+February):

The hotel is located at the exit of Caoqiao subway station, with a superior geographical position. The overall decoration style is Chinese and the furnishings are poor. Booking channels rely on individual customers and OTA, and the overall favorable rate is not high. The average monthly RevPar is around 200 yuan, and the booking rate is only 60%. At the same time, staff management is chaotic, and there is a lack of professional training and operation plans.

Within one month after accession (2065438+data in March 2008):

The construction period of the hotel is 2 months, and the RevPar increases 160%! The occupancy rate rose rapidly from 60% to 86%! The favorable rate has increased from 85% to 96%! The OTA review score has increased from the general 4.4 to the rave reviews of 4.8! In addition to the rapid improvement of data, the team management and hotel image have also changed greatly after joining.

1. Practical dry goods: the secret of improving the performance of non-commercial products

Flexible engineering transformation scheme

According to the actual situation of the hotel according to local conditions, the non-traditional city product engineering team has formulated a perfect transformation plan, including transforming the traditional business style into a neutral and fashionable city product style, blending into the urban theme, and implanting hand-painted oil paintings and urban architectural photos; At the same time, improve hotel quality and consumer experience from hardware and software. Two-month preparation period, efficient transformation plan, reduce losses.

System operation and training

The branch conducts employee-to-customer training every day and formulates strict PDCA management plan; Providing intimate friend service and city guide service to customers through non-traditional experience officers, greatly improving customer experience; Humanized and systematic staff management, formulate reward and punishment system and incentive policy to improve the mental outlook of hotel team; Use platinum multi-directional operation tools to improve operational efficiency, such as PRT, global procurement platform, MT and other tools.

Develop and improve channel efficiency

New reservation channels, Platinum+Jinjiang 65438+ strong diversion of 200 million members to guide the central reservation rate; At the same time, by participating in Platinum's theme activities and marketing activities, such as "cross-peak travel" and "World Cup theme room", the customer structure of Beijing Caoqiao Store will be enriched.

Professional sales team and plan

In order to shorten the climbing period, Beijing Caoqiao Store set up a professional sales team to carry out carpet cleaning for 3 kilometers around and increase the local visibility around the hotel; Develop high-quality team customers and promote long-term multi-room cooperation; Increase the development and maintenance of customers entering the hotel and the company's agreed customers, enhance the company's stickiness, visit the company's agreed customers regularly, and promote the repeated consumption of the company's agreed customers.

After hard work and construction, Feifan Eslite Beijing Caoqiao subway station store achieved rapid growth within one month, with an occupancy rate of 86% and a stable occupancy rate of over 90% in the later period. Customers received rave reviews, the repeat occupancy rate was high, and the profit of the store increased steadily.

Excellent data is inseparable from the general management of the store, the efforts of the team, and the trust and support of investors. We look forward to the emergence of the next excellent non-commercial store!

2. Multi-dimensional brand promotion of eight advantages of non-Fancheng products: all-media brand display and integrated communication of official website, app and WeChat, and media promotion of Maidian.com, Global Travel News and other domestic industries.

* * * Enjoy the brand scale of the Group: Jinjiang+Platinum brand covers multi-level products, with over 5,000 stores covering more than 450 cities across the country, actively expanding overseas markets.

* * * Enjoy more than 1 100 million high-quality business travel members: the strong diversion exceeds 1 100 million members, and the overall direct sales booking volume exceeds 50% of the total occupancy.

Flexible transformation, experiential brand joining: flexible design of transformation scheme, embedding 15 brand core experience, reducing transformation cost and improving consumer experience.

Mature operation system support: more than 10 years of management experience and all-round sales platform support.

Systematic and professional platform support: A perfect system platform provides strong background support for the operation and management of branches.

Training and delivery of compound talents college: Golden Key International Alliance, a non-complex product and global service benchmarking organization, established a management training college to train professional managers in multiple dimensions and awarded Golden Key certification.

Revenue value-added platform-CityVGO Mall: In addition to increasing room rate revenue, it can also obtain additional income and shorten the return period of investment.