Hotel market research report

1. Hotel market research report sample

During my internship in the hotel, I have been thinking about such a question. What exactly is the key to hotel business success? After discussing with my colleagues last time, going back to school to seek advice from teachers, and reviewing information, I have summarized the following personal insights:

1. Green Hotel

Advocating nature and protecting the environment have attracted more and more attention from people. As our country attaches great importance to environmental protection, green hotels have become an inevitable choice for sustainable development. For the hotel itself, green creation activities, based on cost control as the core, can lead to a new improvement in management standards, a qualitative leap in business philosophy, and at the same time improve the hotel's public image and popularity, marking a The class and taste of the hotel.

Although some hotels mainly receive business, conference and other guests, and their dependence on the tourism industry is not very obvious, in general, the development of the hotel industry is inseparable from the development of the tourism industry. , and the development of tourism cannot be separated from the protection of the environment. At the same time, the hotel industry also provides support for the tourism industry. The supporting role of hotels in the tourism industry is reflected in two aspects: first, hotels provide necessary infrastructure for the tourism industry to meet tourists' basic needs for accommodation, catering, etc.; second, they maintain and improve environmental quality for the development of the tourism industry. , to meet the needs of tourists for viewing, leisure and entertainment. Judging from the current development, the hotel industry's support for the tourism industry is more obvious at the first level, but not strong enough at the second level. Many hotels not only fail to play a supporting role, but are due to construction and Operations have caused environmental pollution in scenic spots and caused a sharp decline in the quality of scenic spots. And the destruction of the environment will ultimately destroy the hotel industry itself! Therefore, when we call to protect the environment, we are not only calling for the awakening of consciousness, but also calling for solid action.

2. Service quality

For service industries such as hotels, service quality is undoubtedly one of the core competitiveness of the company and the lifeline of the company. A high level of service quality can not only It leaves a deep impression on customers and lays the foundation for them to come back again. It can also make customers feel honored and establish a good brand and image for the company. At Kaiyuan, we have seen that hotel leaders attach great importance to improving service quality, even for Our short-term interns must also undergo strict etiquette training before they can take up their posts. We provide follow-up training and guidance to old employees to continuously improve and improve their professional quality and level. Department managers and supervisors often say to us: Every move you make is important. You represent our Kaiyuan, and your image is the image of our Kaiyuan. The guests will never be wrong, it will only be us who are wrong. Only sincere service will bring smiles from the guests.

　3. Hotel culture

What is omnipresent in a hotel is service culture, etiquette culture, regional culture, food culture, troubleshooting culture, etc. All staff in the hotel are hosts, and all guests will be aware of it when they come to the hotel. Hotels and hotel people are more or less dependent. In addition to receiving culture or knowledge in the process of receiving services, they also seek help from hotel people when they encounter difficulties. Therefore, we can say that the hotel is a place full of culture and knowledge. Therefore, people working here must be more knowledgeable, cultured and cultivated. The guests are tasting a dish, and the waiter's sweet voice is introducing knowledge about the dish, including its origin, spread, characteristics, new ideas, etc., which not only adds to the enjoyment of the dish, The fun also allows guests to receive some new knowledge and information, making their trip worthwhile from another level.

In every corner of the hotel, there are courteous service staff. Their standardized operations, professional smiles, and humble demeanor allow guests to be influenced by etiquette culture all the time. Individuals in society are always affected by the people around them. As the saying goes, people are divided into groups. Etiquette culture not only improves the quality of hotel staff, but also beneficially affects guests, improving the quality and cultivation of the entire society. When guests arrive at a new place and check into a hotel, they are always eager to learn more about the local culture, customs, and landscape features. Hotel people should be very familiar with this. A hotel is just a single building. Only in the context of the region can it have a rich heritage and cultural background. For out-of-town guests, they come here either for the scenic features of the place or for business purposes. Basically, they will not come here for a separate accommodation environment. Therefore, the hotel needs to have a function that can provide guests with as much convenience as possible by virtue of its status as a landlord. For example, introducing local tourism resources, such as providing directions for conducting business offices in the local area. In this way, the hotel truly becomes a window for communication between the local area and the outside world. There is also a culture called problem-solving culture, which is the ability to provide knowledge to help customers solve problems. The golden key culture is a typical example of satisfaction and surprise, completing impossible tasks

4. Internet Marketing

What has the Internet brought to hotel marketing? It is a good information platform. In the information age of abundant information, real-time communication, and accelerating market changes, hotels can no longer think or solve today's problems in the same way as yesterday, nor can they operate today's business using the traditional methods of the past.

The Internet has accelerated communication and understanding between people, and information has become more important than ever. Whoever masters the information first will be in the market. Hotels promote corporate image through the Internet, which is faster, clearer, more comprehensive, and more interactive than previous publicity methods, making intangible services tangible. Hotels can use multimedia technology to dynamically display the hotel's overall facilities and equipment, internal environment decoration, various special services, etc. on the Internet. Guests can get to know the hotel faster and more conveniently. They can get visual enjoyment and an immersive feeling in their own homes or offices without leaving home. The hotel can provide more detailed and thoughtful feedback on the information guests need as soon as possible, and the two parties can interact. But hotels must be honest while promoting. The hotel's online pictures and promotional materials should also be consistent with what guests see in person at the hotel, and even exceed their expectations. The prices published by the hotel on the Internet should be consistent with the prices quoted in various other channels, so that guests can have a sense of trust in the hotel.

2. Sample hotel market research report

1. Current situation of the hotel industry in Qujing City

1. There are many hotel companies in Qujing City, and there is a serious oversupply

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There are a total of 3,040 hotels in the city (6 counties, 3 districts and 1 city), including 939 in Qilin City District and 265 in the development zone. The number of rooms can range from 240 to more than 20. Most of the rooms with large numbers are Or quasi-hotels, those with fewer rooms are mostly low-end hotels, and a few themed boutique hotels have more than 20-40 rooms, but the decoration level is no less than that of hotels, and they are more tasteful.

2. The ratio of hotel (accommodation) grade and number of hotels is basically reasonable

Taking Qilin District and Development Zone as an example, there are about 40 hotels and quasi-hotels, and economical and fast hotels There are about 20 hotels (including themed boutique hotels), and the remaining low-end hotels and guesthouses (with fewer rooms and poorer conditions) account for more than 1,140.

3. The source composition of hotel guests, taking Qilin District and Development Zone as examples

① Local guests account for about 80%, and foreign guests account for 20%

② The occupancy rate of young people accounts for about 60%-80%

③Online booking guests account for about 5%-20%

4. Hotel prices are generally low, with Qilin District and Development District as an example (taking Meituan price as the benchmark)

① 96% of low-end hotels are around 30-100 yuan

② 45 hotels are in the price range of 100-200 yuan

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　③6 hotels with a price of more than 200 yuan

5. Overall operating status of hotels

Some hotels with convenient locations and high-end scale are in relatively good condition.

① The average occupancy rate during holidays (National Day Golden Week, Spring Festival, Mid-Autumn Festival, etc.) is 95%

② Valentine’s Day, Christmas and other festivals that local young people like, almost 100 % occupancy

③ On weekends (Friday and Saturday), the occupancy rate of budget hotels can reach 80%-95%

④ On non-weekends (Sunday to Thursday), the occupancy rate is ok At 30%-60%

The vast majority of hotels are hovering between a little profit or even a little loss. Since 2019, hotels with many rooms, large scale, and high quality have lost money due to cost and other issues. Most of them are losing money. On the contrary, those themed boutique hotels with 20 or 30 rooms still have a surplus. Most of the small hotels and guest houses with no characteristics, low grade and remote locations are losing money or struggling to make money. There are constantly hotels After closing down, new ones are constantly being opened. Every newly opened hotel is full of confidence, but it soon falls into a new cycle of struggle.

2. Reasons for the current situation of the hotel industry in Qujing City

1. A large amount of investment funds have poured into the hotel industry (the hotel industry’s cash flow, in-store and other customer advantages are extremely attractive ).

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