"The hotel that is good to live in is not unusual. The hotel will be fun and interesting in the future."--This is the upgrade of the hotel of the First Travel Home Inn, which was the general manager of the First Travel Home Inn Group. direction.
Despite the rapid growth of the first-class mid- to high-end hotels in the past, the first travel home seems to not want to focus on the development of mid- to high-end hotels, or simply emphasize the development scale of the hotel group.
Especially in the context of the increase in hotel costs and the increasing number of young customers and the escalation of consumption, the first traveler hopes to use the “intelligent†and “fun†elements as an attraction point to enhance the occupancy experience. At the same time, increase hotel efficiency. The first travel home has begun to try this idea.
Recently, at the 2017 Beijing International Tourism Expo (BITE), the relevant person of the first tour said that it has built smart rooms in a number of mid- to high-end hotels, and has carried out a “pilot†transformation of budget hotels to introduce entertainment projects. In many scenarios, the problem of accommodation for guests is solved. In addition, they also have a number of initiatives in the field of leisure and holiday, hoping to establish an ecological circle of “eat and travel for entertainmentâ€.
So, what is the difference between the first travel and the application of “black technology� How is their progress in the “reconstruction†project? Can you really improve the user experience and increase hotel revenue? This year, what are their plans for business travel and vacation?
Increase intelligence investment
At present, the hotel's intelligent application is generally implemented to control the smart home, such as lighting, curtains, air conditioning and room appliances. Xu Wenlan, member of the First Travel Home Inns Group/Digital Marketing Department, said that the smart homes of the first travel home have several functions, such as self-service selection, mobile phone one-button opening, no card access, mobile phone APP, room bedside Control room, smart TV, and intelligent voice service assistants control the room appliances in four dimensions;
“The essence of this kind of application hotel scene is to really enhance the user experience and ultimately increase the hotel revenue.†Xu Wenlan, the general manager of the first travel home hotel group/digital marketing department, said that if the hotel is intelligent, it is just for the sake of cool, but can’t make money. Then the hotel does not have to do it. And can the "black technology" of the first traveler be able to achieve this?
“On the road of early exploration of smart rooms, we always wanted to make a different intelligent experience, which may not meet everyone’s expectations, but if it is interested in business groups and young people, even if the price is higher, such guests It will also choose to live. For example, voice control, the first travel home and the domestic voice giant Keda Xunfei closely cooperate, å®å’š intelligent voice service assistants landing to the hotel rooms, this is a new application of the first travel home like other hotels. This home voice control application, in addition to its own entertainment features and assistant service functions, can now achieve voice control room switch TV, channel front and rear and volume up and down adjustment, and room air conditioning and purifier adjustment, etc. .
Smart room experience
However, there are many factors that affect voice control. For example, voice control needs to be executed in a relatively quiet environment to be more effective. Xu Wenlan explained, "Voice control needs to input a lot of extended grammar in the background, such as "television open", "upper and lower tune", etc., all of which are universal and can be recognized by the system. However, due to the ordering of TV channels in each region, Similarly, it is not possible to achieve precise tuning, such as tuning to a TV."
In addition, smart applications have a certain learning cost and education cost. Even if the hotel is invested, some guests' acceptance and willingness and patience need to be guided in advance to better experience. “If the guests are willing to be strong, learn according to some standard grammars listed in the previous period. The experience of voice is still stimulating and attractive to customers. Of course, in actual operation, we will improve these functions according to the feedback from customers. Try to make customers feel fun and fun in the overall accommodation experience!†At present, the representative of the intelligent hotel in the first travel home, such as Home Business Travel (Golden Standard) Shanghai Wanping South Road store has been put into operation, the hotel's 97 rooms are Smart room.
Through the cooperation with “72 Changeâ€, First Travel Home has also introduced sports, health and entertainment smart devices to high-end brand hotels such as é¢, such as VR spinning, sleep pillows, purifiers, etc. However, does this mean that guests want to control smart devices and appliances, and need more central control remote control?
Wu Qi, chairman and CEO of 72, said, “Guests can control the TV, air conditioner, guest room hardware and smart devices of the First Travel Home Hotel through a remote control. In addition, the system will reflect the health data of the guests, indoors. Temperature and humidity, what guests like to watch to make a record. “These will be automatically adjusted the next time guests arrive at the hotel.â€
As for the cost and housing prices, he further introduced that the room after the "upgrade" will be equipped with about 10 smart devices. "The cost of upgrading a room is about 10,000 yuan. The price of this type of room will be about 100 yuan more than before." After the price increase, the first travel home will be separated from the supplier.
Remodeling room
Introducing entertainment formats
In addition to the “upgrade†of intelligent applications in some mid- to high-end hotel rooms, the first travel home has also tried new “reconstruction†in the rooms of budget hotels.
"Economic hotels, we will not give up." As Sun Jian said, China's largest main group is still in budget hotels. In the future, the budget hotels of the First Travel Home Inns Group will be fully replaced.
Together with Beiguang Media, First Travel Home and Beiguang Media have created a new entertainment format for hotel entertainment--private theaters, providing viewing and entertainment space in the rooms, and providing the latest offline movies. According to relevant industry players, the privately owned cinema line has been launched in the home area of ​​Beijing, such as Jiajia Express and Motel Brand Hotel. “At present, we have 4 hotels in Beijing, and each hotel has three rooms to do the pilot.â€
Private theater room
Due to the need for soundproofing and decoration, the introduction of equipment and servers, etc., the renovation period of the above-mentioned one room is one week, and the cost is between 45,000 and 50,000 yuan. The room rate after the renovation will increase by about 30% in the basic house price.
In addition to landing in budget hotels, private theaters will also be introduced to mid- to high-end hotels. In July of this year, the First Travel Home Inn plans to conduct a pilot project at the Home Inn Select Hotel. It is expected that by mid-July, at least 10 privately owned theater hotels in Shenzhen, Wuhan and Shanghai will be put into operation. “By the end of this year, the plan will be close to 100 stores. However, the number of private rooms in each store will be different.â€
From this point of view, the purpose of the first travel home is to diversify the operation of the room resources. And with the introduction of entertainment projects, attract more customers. In Sun Jian's view, the consumer impulse of the future customers will not be function-driven, but rather play and experience-driven. The functionality of the hotel is the most basic, but the choice of the hotel in the future is not purely price difference, the difference between the thickness of the mattress. Entertainment is an indicator of future customer screening hotels. Games, animations, events, and events, all of which will become something that must be planned in every space.
Increase income in scenes other than accommodation
Perhaps, the first travel home is more eager to build an ecosystem of “eat, live, and travelâ€. This aspect will be reflected in the Group's business business sector; on the other hand, in terms of its series of actions, they also plan to “cross†the previous business travel accommodation products, adding new non-standard accommodation and leisure resorts. Revenue.
Sun Jian also believes that China's market soil, as well as the cooperation between the first traveler and the entire BTG Group, will cultivate a large-scale leisure travel accommodation company with a market value of 100 billion.
For example, the landing of a home town (JoynatureClub) may be seen as a match with the internal resources of the BTG Group, tandem accommodation and leisure travel.
Hometown is the new brand launched by the first traveler in November 2016. It will open in Taihu Lake in August this year. Its positioning is a rural leisure resort complex to meet the needs of guests around the holiday.
In terms of living, the home town is based on the holiday accommodation experience. The products are made up of containers, tents, RVs and cabins for the non-standard holiday travel market. Previously, Li Zheng, deputy general manager of the Hometown Project, said that the town hopes to expand the scale through a variety of accommodation forms, and at the same time combine modular products such as the box and entertainment unit of the Magic Box to solve the problem of single cost and business format.
Home town
Further, the town is in the non-residential field, covering catering, amusement, farm trade, convenience stores, parking, car electric car rental and other comprehensive service facilities, and provides a variety of rural entertainment and education activities, as well as HO (meaning: Happy organizer) service.
According to relevant industry players, “In the home town of Taihu Lake, HO is similar to the all-round butler and entertainment butler. It can bring guests to play, such as sailing, golf, camping and other sports, as well as ceramics, bamboo and other experience projects.†The charging mode of the town It is a one-price all-inclusive package. For example, if you pay 1000 yuan, you can experience accommodation, entertainment activities, HO services, etc., but there are also paid items.
Li said that the 50% of the income in the future may be accommodation, while 50% comes from eating and drinking outside the accommodation.
This may mean that as the customer's consumption upgrades, the future of the first travel home will have more exploration in the field of holiday and leisure.
Editor in charge: Hotel
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