The reason why theme hotels have a single customer base

Abstract: Theme hotel is a concept introduced into the hotel industry in the second half of the 20th century. As competition in the hotel industry becomes increasingly fierce, the construction of theme hotels has become an international trend. The emergence of theme hotels provides new ideas for the development of China's hotel industry and is an inevitable choice for the future development of China's hotel industry.

The article analyzes the problems existing in the development of theme hotels in our country and puts forward countermeasures for the development of theme hotels in our country.

Keywords: theme hotel; industry; hotel; hotel brand.

1. The basic theory of theme hotels.

(1) Definition of theme hotel.

The theme hotel uses a specific theme as its theme and matches it with corresponding style and decoration to create a specific cultural atmosphere so that guests can experience a unique style. The specific theme should not only be reflected in the appearance of the hotel, but also in all aspects of hotel services, presented to customers in a personalized way, so that customers can accept and naturally integrate into the unique cultural atmosphere of the hotel, and enjoy the experience and Enjoy the relaxing and joyful feeling. There is a very high degree of freedom in the choice of themes, such as cities, nature;, culture; myths and legends, fairy tales, etc.

(2) The soul of the theme hotel.

The soul of a theme hotel is culture, and culture here emphasizes a culture of products and services. Hotels started from inns and inns, developed into the modern standardized hotel period, and then to today's personalized development. As a carrier that provides food, accommodation and other related services to people who travel, hotels have far exceeded their initial stage of serving people who travel. The concept of providing simple meals and lodging. After the development of standardized hotels, hotel service quality has been greatly improved. The current hotel service level has become the basic requirement of guests for hotels. Guests' expectations for hotels have evolved from simple meals and accommodation to high-quality products and services. The current expectations for hotels are that staying in a hotel must become an experience for guests. An experience that transcends their daily lives, that is culture.

2. The development trend of theme hotels abroad.

(1) The hotel is large in scale and has a high degree of conglomeration.

Some foreign theme hotels are large in scale and have a huge number of rooms. For example, the MGM Hotel has 5,005 rooms, and the Venice Hotel has 6,000 rooms. The Bellagio Hotel, Dream Hotel, Treasure Island Hotel, and Wayne Las Vegas Hotel in Las Vegas are all owned by Wayne alone. In addition, Circus Hotel, Sword in the Stone Hotel, Pyramid Hotel, Mandali Bay Hotel, etc. are all invested and built by Circus Group.

(2) Pay attention to creating and highlighting the water element.

Foreign theme hotels have constructed and transformed the surrounding environment of the hotel to echo the theme of the hotel. This can create a good theme experience environment for customers, so that customers can fully experience the unique charm of the theme culture. In the process of shaping the experience environment, the hotel has a special liking for water elements, either setting up water surfaces around the hotel or highlighting the presence of water inside the hotel.

(3) High entertainment and experience.

Most foreign theme hotels emphasize entertainment performances. The hotel has a dedicated theater that performs special entertainment programs. Some programs are performed by professional actors, and some programs are performed through high stunts.

These shows have fixed performance times, attracting the attention of tourists. Many hotels have built theme parks to upgrade customers' hotel experience. The theme park is highly experiential and makes up for the shortcomings of the hotel's existing products, so it can well meet customers' experience needs.

3. Analysis of problems existing in the development of theme hotels in my country.

(1) The theme is not new.

Although many hotels have themes, most of them are based on seeing other hotels successfully adopting such themes, so they imitate and rebuild without any new ideas. They just follow the same pattern, which is a serious duplication of construction and a waste of resources without achieving the best results. Effectively, it cannot increase the sales rate of guest rooms.

Many theme hotels directly copy the successful cases of other hotels, but they cannot echo their own local resources, so the vitality of these theme hotels is not strong.

(2) The cultural charm is weak.

The themes chosen by some hotels have weak cultural charm and do not reflect the advantages of theme hotels. They only claim to be theme hotels to attract guests to stay. Not all themes will bring in a large number of customers. They must be attractive to the target group and have certain cultural connotations, so that they are not empty themes. Culture is especially important in hotel themes.

Without culture as a carrier, it would be difficult for theme hotels to develop.

(3) Weak marketing methods.

Theme hotels have simple marketing methods and cannot attract customers to the maximum extent, resulting in a large number of idle rooms. Currently, domestic hotel marketing methods are simple and there is no multi-faceted marketing method. There are not many themed hotels that apply marketing, and even fewer themed hotels have their own websites. Most of them use other methods such as telemarketing, travel agency recommendations, etc.