Drive non -house income, the hotel must come from the user to the user

In the domestic hotel market, there is still much room for improvement in non -house income.

Non -house income is a love and hate for hotels.

When the current hotel's room income encountered a bottleneck, there was still a lot of room for development of non -room income, which undoubtedly became the "fragrant citron" that the hotel wanted to snatch; The typical phenomenon is that after putting a large number of non -room products, the conversion rate cannot come up.

Indeed, let's think in other ways. How long has you not been consumed except guest rooms in the hotel when as a hotel user?

In recent years, with the advancement of the hotel's digitalization, there have been smart devices in the guest rooms and public areas, including TV, smart fitness mirrors, etc., which are commonly known as the third screen. Many users also generate additional consumption when using the third screen, such as TV on -demand and the use of fitness mirrors. In the previous community topic discussions in the Lianlian of the Brigade, 67%of users also believed that the hotel rely on TV screens to market marketing. From this point of view, the third screen is expected to become a new growth point for non -house income.

So in the actual application, it is not only limited to the third screen.

In this regard, on August 11, at the 2022 Global Travel Digital Intelligent Forum (Shenzhen Station), Zhai Tianbao, Secretary -General of the Shenzhen Hotel Industry Association, Liu Shuang, general manager of Jinmao Shenzhen Hotel Investment Co., Ltd. The company's executive vice president Hu Xiaoren and the co -founder and chief operating officer of the micro -intelligent intelligence Wei Wei launched a round table discussion on this topic "how to use the" screen 'to innovate? " Guo Ding, chief assistant president/vice president of Koku Group Group.

01

There is still a lot of room for improvement in non -room income

As the Secretary -General of the Shenzhen Hotel Industry Association and the veteran in the hotel industry, Zhai Tianbao has come into contact with various types of hotels. Overall, the proportion of rooms in most hotels accounted for still the head, but there are also some hotels' non -house income have the momentum of catching up with the guest room income.

Taking the local hotel brand Grand Cloud as an example, the hotel's hotel is basically a full -service hotel with a large proportion of catering. Judging from the Shenzhen Handbus Hotel Zhai Tiandao's preparations, the proportion of room revenue reached 95%.

As a full -service hotel, the proportion of non -house income of Jinmao Shenzhen JW Marriott Hotel is also considerable. According to Liu Shuang, the proportion in the past three years is in the range of 32%-34%. Liu Shuang also further analyzed Jinmao JW Marriott's non -room income structure: 60 % of non -room income came from the banquet hosted by the hotel, 30 % from the hotel and restaurant, and the remaining few were from the hotel bar and the guest room. Retail products, etc.

"If it is calculated based on the revenue indicators of the hotel industry in recent years, the ping effects, most of the hotels that can generate non -housing income are relatively low." The main force of non -room income only occupies a small part of the total area of ​​the hotel, and the remaining non -house income that can generate most of the rooms with the remaining area is very low. space.

Combined with the third screen of the hotel, Liu Shuang jumped out of figurative restrictions. He believes that the third screen is not only a traditional hotel screen or public area LED display in the traditional sense. It is actually a referring to the new scene. In terms of the third screen is the carrier of the current hotel digital marketing.

On this basis, thinking about how the third screen helps to increase the non -room income, the answer is relatively clear. Because the ultimate goal of marketing is to get a large number of customers and make profits, the hotel should have more interaction with the user through the third screen as much as possible, so that users' stay on the third screen will be as extending as much as possible, so that there will be no way to exist. The possibility of subsequent revenue.

Zhai Tianbao was also very emotional about this, and all walks of life were experiencing a wave of digitalization. Especially for the hotel industry, it can clearly perceive the rise of the new generation of consumer groups. The lives and consumption of digital residents in the post -90s and post -95s are inseparable from digitalization. "But the digitalization process of some hotels is slow, which means that they have the risk of being eliminated by the times and consumers."

02

Continue to create an innovative non -housing consumption scenario

After understanding the non -housing income of the hotel and the current situation of scene marketing, how to give full play to the imagination and create a new scenario that can produce sustainable and consumer for users, it has become the key to improving non -housing income.

Wei Wei, who has more than 25 years of experience in the hotel industry, said the main point: users live in the hotel to gain a good experience. Only in the process of staying in the hotel, they can continue to gain a good experience and get spiritual satisfaction. Wishes.

Therefore, when creating a new scenario, hotels often do not only value the specific use value of this scene, but it depends on whether users can strengthen their own experience in this scene.

In this regard, Hu Xiaoren gave the brigade. A few days ago, the China Tourism Cultural Resources Development Promotion Association and the National Academy of Social Sciences and the brigade launched the "An+Plan". It aims to combine industry associations, scientific research institutions, wine travel groups, industry science and technology leaders, and media. Under the guidance of the department, a complete set of air quality and safety standards were built in the hotel industry, and a set of air quality and safety solutions have been introduced- "Bama Forest".胡孝仁继续介绍，“巴马森林”由医疗级别的空气消杀硬件设备与后台智能化的SaaS软件系统组成，而酒店方可以透过客房电视屏呈现空气6大维度的数据，包括PM值及Negative oxygen ion content, etc., can also display the records and processes of past disinfecting, which will be symbolic with data with data to ensure that the air quality of users continues to be online during the check -in process.

It seems that there is no direct relationship with improving the non-house income of hotel non-houses. In Hu Xiaoren's view, it is the starting point of the hotel's word-of-mouth accumulation-private domain. He believes that the current users pay special attention to security factors when they stay in the hotel. Under the blessing of the "Pama Forest" scheme, users can actively operate or appointment to eliminate it in time through large TV screens or mobile phone screens. The income of non -housing fees for hotels will also become one of the key points for the hotel's reputation, and drainage and precipitates for the hotel's private domain flow.

From the perspective of hotel operations, Liu Shuang gave another case that vividly improved non -room income: Once, the 53rd floor of Shanghai Jinmao Junyue Hotel is a restaurant, but the ping effect is extremely low. The daily income is only 4000 4000 Around Yuan, the subsequent hotel management team transformed this floor, integrating cultural elements such as Shanghai cities and museums, including the paintings of Monet and Van Gogh to build it as a visual cultural consumption scenario.

After completing the transformation, Liu Shuang discovered that the income created by the scene was not limited to catering, but also the sales of cultural and creative products with artistic elements. In the past, it could only create an income of 4,000 yuan a day. Now it can create an average income of 60,000 yuan per day. At the peak, the single -day revenue can reach 200,000 yuan.

03

In the end, I still have to return to the user itself

In the above discussion, it is not difficult to find that whether it is the development and use of the third screen, or the scene of creating non -housing consumption, it is inseparable from the core users.

For example, in actual operation, Wei Wei said that entering micro -intelligence is very much analyzed by major data. Taking MINI BAR (mini bar), which is more distinctive in non -house income but low -income, many hotels complained that MINI BAR has low benefits, but Wei Wei said that most hotels still operate MINI BAR with traditional thinking, without reasonable use of it without reasonable use Big data tool analysis users' demand for Mini Bar, so it is also "Guang Sa.com" in the selection of Mini Bar, and the final loss can only be borne by the hotel.

Based on the highly developed hotel digital tools at the moment, hotels can clearly grasp the user's demand for MINI BAR, such as users' favorite beverages, food types, etc. This preference can be presented with simple and popular results through big data analysis. Hotels can also use data analysis results reasonably to formulate the product strategy of "house+X" to fully drive the improvement of non -room income.

Hu Xiaoren, who often deal with data, found that the current hotel users have a strong demand for film and television demand services for guest room TVs. According to him, in 2021, the travel of 5 million members had developed 5 million members through various membership rights and interests. Among them, the 5 million members generated 3.7 million on -demand behaviors in one year. In addition to film and television on -demand, refined member operations make the sales conversion rate of overall non -house consumption and new retail products under the brigade of 2021 reached 5%.

It can be seen that the hotel's non -house consumption still has huge excavation potential, and this potential can be fully transformed into a dividend that the hotel can enjoy. Taking a domestic hotel brand in China as an example, the brand's overall non -housing consumer product sales transformation rate in 2021 rose by nearly 5.5 percentage points year -on -year, and it brought 70 million yuan in revenue within a year.

Liu Shuang also said as a hotel user that the user's use of the third screen is relatively low, and the key behind this is to return to people. The hotel is always a scenario of a person with a person with a person provided by people. Even if the hotel takes a digital road, it must be targeted when you put digital information. Consider what the user really needs; The adaptability of the hotel can be further strengthened. Liu Shuang believes that as long as these problems are solved and returning to the user itself, the hotel's traffic naturally comes up.

Egg Questions and Answers

At the end of this round table discussion, the host Guo Dingyu adopted the form of quick questions and answers, and summarized the user's use trend of the third screen and the main point of the hotel's third screen to increase non -housing income.

Question 1: Everyone has a mobile phone. What do you think of the following users use more "screens" in hotels? A. Young people B. Business crowd

Zhai Tianbao & Liu Shuang & Wei Wei: A

Hu Xiaoren: I think both have.

Question 2: Do you agree that this "screen" will increase to our hotel's non -house income?

Zhai Tianbao & Liu Shuang & Hu Xiaoren & Wei Wei: Yes

Question 3: We all agree that this "screen" is valuable for hotels, so is it the effect of optimizing the digital scene experience of users, or to enhance the hotel's non -guest house income?Zhai Tianbao: Increase the hotel's non -house income.

Wei Wei: This is an irreversible link -users have a good experience and experience, which will have more pleasure. This sense of pleasure will promote the willingness of user consumption.Essence

Question 4: In one sentence, summarize how the hotel uses the frequency of "screen" in the guest room.

Zhai Tianbao: Set up digital scenarios.

Liu Shuang: Some targeted, simple and friendly.

Hu Xiaoren: First, we must use Internet thinking to enable us to be with users. The other is to transform the concept of operating hotels into operating users.

Wei Wei: There is a temperature content output.

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