Investment analysis of property right hotel

According to relevant statistics, there are currently more than 200 property-based hotel projects in China, including more than 75 property-based hotel apartments in Shanghai alone, and there are still many property-based hotel apartment projects under construction in China. The following is an analysis of the investment in property-based hotels, please read it in detail.

The essence of property hotel is that developers divide each room of the hotel into independent property rights and sell them to investors. Investors generally don't live in hotels, but entrust hotel management companies to rent rooms, and get annual room profit dividends, and at the same time get free occupancy rights for a certain period of time given by hotel management companies. For investors, they can not only get direct benefits, but also go to different countries and places of interest around the world for leisure and vacation.

Relevant data show that in the past 10 years, the average annual growth rate of global property hotels was 15.8%. Compared with bank savings, the investment performance of property-based hotels is stronger. It is estimated that by 2004, the global sales of property hotels will reach $30 billion. For a long time, bank savings have always been the first choice for domestic residents to invest, but since the eighth interest rate cut in February 2002, the function of preserving and increasing the value of savings has begun to weaken, and the concept of financial management has changed. Compared with investing in stocks and bonds, property hotels with relatively small investment risks are expected to become the first choice for the middle class.

The special goods provided by the property hotel are not only consumption and storage, but also service and assets, which can be used for personal use and given away. It is an effective synthesis of real estate industry and tourism hotel industry.

Perspective on the Development of Property Hotels in China

In Chinese mainland, property hotels became popular from 1995, and various forms of property hotels began to appear in Beijing, Shanghai, Guangzhou, Shenzhen, Hainan, Qingdao, Beihai, Guilin, Zhuhai and Kunming. After a period of development, new hotels have been opened one after another, giving people the impression that the market is promising. As a new hotel management format, property hotel has experienced the process of germination, development and failure in the years after the emergence of China.

Development conditions of property-based hotels

Property hotel originated in the French Alps in 1960s, and later became popular in some famous tourist cities and regions in the world. Such as Hawaii, California, Florida, Arizona and the Gold Coast of Australia. After decades of development, this model has become an internationally accepted investment in real estate and tourism. Hotel occupancy rate is relatively high, generally above 40%.

The mature development of western property hotels is based on the following conditions: First, the rise of the middle class in western countries has formed a huge customer base. Secondly, there are enough tourism resources such as sightseeing and entertainment where the property right hotel is located, which can be used for guests' leisure and vacation. Most foreign property hotels are built in areas with 3S (sunshine, beach and seawater) conditions, or areas with unique natural scenery and complete sports and fitness facilities. Thirdly, an important factor is the matching of foreign timeshare consumption. The combination of timeshare exchange system and property hotel will undoubtedly make property hotel more attractive, which can realize investment in one place and enjoyment in different places. At present, more than 5,000 hotels (resorts) in more than 100 countries have joined the timeshare exchange alliance.

The Development and Rise of Property Hotel in China

Sanya, Hainan Province is the first place in China to introduce the property hotel model, about 1995. It is a "last resort" strategy to get rid of the plight of unsalable real estate when the real estate market is in a downturn. I didn't expect this to hit the waist of a new wave of real estate investment. As a combination of tourism and real estate, the property development mode has been popular all over the country since 200 1.

With the rapid development of domestic economy and tourism, property hotels favored by foreign middle class have landed in China. From Hainan Island to Beijing, from Chongqing to Shanghai, property-based hotels have gradually started a prairie fire in China's famous tourist and economic prosperous cities. Shenzhen Dameisha "Yalan Hotel" and Sanjiu Group "Feng Dan Egret"; Beijing's "Golden Holiday" and "Infinite Happiness-Longqing (Holiday) Country Club"; Hainan's "Boao Southern Colorful Coast", "Legend of the South China Sea", "Sanya Seascape Hot Spring Hotel" and "Gold Coast Garden"; Shanghai's "Phoenix Tower"; "Victoria Bay" and "Blue Sea and Blue Sky" in Qinhuangdao; "Haichang New City" in Dalian; Hangzhou's "Huanglong Moon Bay Hotel" and other projects followed closely.

Analysis on the present situation of property right hotel

A few years ago, the property hotel represented by Hainan in China suffered a fiasco for three reasons: first, the original planner mainly wanted to sell the building as soon as possible to withdraw funds, rather than develop tourism; Second, Hainan's conditions as a tourist destination are not yet mature, and the market climate of domestic tourist resorts has not yet formed; Third, the concepts of property hotel and timeshare have not been understood and accepted by consumers in China.

Looking back, the conditions for developing property-based hotels in China are as follows: firstly, the original conditions that restrict the development of property-based hotels-the software and hardware environment of tourist resorts has gradually matured, and the domestic market climate of tourist resorts has been formed; Secondly, in recent years, with the rapid development of domestic economy, white-collar workers have expanded rapidly and become the mainstream group of urban consumption. At the same time, the brand-new concept of leisure consumption has brought business opportunities for timeshare consumption. Thirdly, tourism has developed rapidly in recent years, and domestic emerging tourism resources are becoming more and more abundant; Finally, when international timeshare companies entered China, the concepts of timeshare and property hotel were gradually recognized by domestic industry and consumer. It can be said that the environment for the development of property-based hotels has basically matured.

Property hotel has the dual attributes of tourism and real estate. As a consumer-oriented hotel, it is a supporting product of tourism, providing accommodation, catering, entertainment, business and other services. As an investor-oriented real estate developer, it has many characteristics of real estate developers, providing property services, property management, entrusted operations and so on. Therefore, from the perspective of property hotel developers, it must be operated along the two ideas of tourism and real estate. This model conforms to the essence of property hotel and caters to consumers' investment interest.

Customer analysis of property right hotel

As a pure investment method, 60% of the clients of property hotel are invested by middle-class families, and about 40% are purchased by enterprise groups.

Through the analysis of the customer groups of property-based hotels, it is found that the current buyers also have the dual personalities of consumers and investors. As consumers, customers enjoy tourism and holiday services, catering, entertainment, fitness and other supporting concessions; As investors, customers enjoy the operating income of the purchased rooms and holiday homes. Specific analysis, property hotel customers are nothing more than three types of consumer groups:

First, families or individuals with certain economic strength have a role between investors and consumers, and their investment is mainly for value-added and dividends, and they can take a vacation by the way;

Secondly, some companies or institutions, whose purchase motivation is for employees' welfare or meetings, used to have welfare facilities such as guest houses and sanatoriums in scenic spots, and the daily management of these facilities has gradually become the burden of the unit. Buying property-based hotels can relieve these burdens;

The third type is timeshare company, and the purchase motivation is purely business needs.

The interests of these three groups are different, and timeshare companies are most concerned about the interests of leisure vacations in property-based hotels, focusing on the embodiment of hotel consumption functions; Individual consumers are concerned about the proportion of initial investment, the guarantee of investment appreciation, the hotel's operating ability, additional benefits and functions, the difference between scenery and residential areas, interchangeability and so on. Institutional investors pay attention to the hotel's service and management capabilities, the transparency of financial monitoring, and the fit between corporate culture and business needs. No matter what kind of customers, the hotel's consumptiveness (including exchangeability), investability (appreciation ability) and investment safety index are all decisive factors. Moreover, domestic consumers who have the ability to invest in property hotels are mostly white-collar workers with high quality. These people generally have good educational background, successful management experience, good analytical skills and investment vision. Therefore, it is difficult for developers who pursue short-term interests and ignore long-term returns to consumers to gain the trust of consumers.

Development outlet of property right hotel

Domestic property-based hotels need the joint efforts of developers, customers and market environment to go more steadily and further.

Since this market is driven by sellers rather than market demand, the first thing to do is to avoid plunging into it. We should not only see the benefits of fast capital withdrawal and stable income of the property right hotel project, but also realize the problems that the demand of the project needs to be guided and the consumption concept needs to be stimulated. Developers should make great efforts to cultivate the market and consumers, use good promotion means and demonstration means, and attract a large number of follow-up consumers through word-of-mouth communication of consumers who have personal experience.

Secondly, on the one hand, hotels should actively join the timeshare exchange system, on the other hand, they should conduct extensive horizontal alliances with their peers to enhance the chain advantages of property-based hotels.

Third, developers should establish a good corporate image, improve the corporate management system, enhance the profitability of enterprises, enhance the transparency of business operations, provide investors with safe and reliable investment protection, and enhance investment confidence.

Fourth, with the assistance of agents, developers integrate their own and social resource advantages to provide consumers with additional benefits and preferential treatment. For example, when introducing the concept of property rights, Kangle Park Hotel of HNA Group implements large-scale operation, combines air advantages (routes) with ground advantages (scenic spots and hotels in Hainan), and establishes national chain hotels in its domestic navigable cities to form an integrated advantage, providing customers with additional values such as 50% discount on air tickets, exchange of chain store use rights, and discount on amusement facilities. In addition, HNA's strong brand, Kangleyuan Hotel 10 has achieved good business performance for many years.

Fifth, developers and agents should actively use some operating modes of the real estate industry to provide consumers with bank mortgage investment plans. Consumers only need to pay a lower down payment, and the rest will be repaid in installments. By entrusting the hotel to operate, consumers can earn a certain income in addition to repaying bank loans every year. Some developers have also introduced policies to guarantee returns, which can greatly promote consumers' investment and purchase behavior.

The success of property hotel is not only to sell the hotel, but also to pay attention to the sustainable development of its later business performance.

1, the grade positioning of property-based hotels is very important. The grade is too low to attract tourists; But the grade is too high, there are too few high-end customers, and the hotel management cost is too high, which is not worth the candle. Generally speaking, tourists and leisure guests like 3-4 star hotels best.

2. Reduce labor costs. Property-owned hotels generally located in scenic tourist areas are obviously in the off-season, and hotel managers should not only localize, but also bring "seasonal workers". Of course, it is also very important to strengthen the cohesion of enterprises and the cultivation of personnel quality.

3. Add more open entertainment facilities. The public facilities of property-based hotels are not only for hotel investors, but also for the whole tourism market and the public, in order to retain and mobilize popularity.

4. Carry out diversified operations and do everything possible to meet the needs of guests. Compared with business hotels, property hotels in tourism and leisure industry should not only have their own distinct positioning in price and service, but also carry out various services or operations around tourism.

The above is the investment analysis of property right hotel introduced by Bian Xiao, hoping to help you. For more information about property-based hotels, please continue to pay attention to Tubatu Decoration Network.

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