The "fire" of resort hotels, from "burning" before the Spring Festival to after the Spring Festival. During the Spring Festival, many resort hotels have issued war report. After the Spring Festival holiday, many High star resort hotels in Hainan are still full. The occupation of the holiday market has undoubtedly become an important trend in the development of the hotel industry. Among them, "new species" aiming at newer and more niche markets are also quietly emerging.
PART 01
Local cultural tourism resort ushered in the middle and high-end era
According to Horwath's China Hotel Market Survey Report for the first quarter of 2022, more than half of the respondents expect average room rates in the first quarter of 2022 to be the same or better than the same period in 2021. With the arrival of the winter holiday and the Spring Festival, the holiday market also showed strong confidence in the average price expectations.
Over the past two years, domestic resort hotels have certainly risen to the top. In the post-epidemic recovery, the recovery and driving of vacation demand is far greater than the business demand. Meanwhile, as the overseas epidemic is still unclear, the demand of this part of the travel market will shift to China, and the high net worth travelers who pay more attention to the quality of life will return, and the demand for vacation will be stronger, which will further trigger the holiday boom in China.
Industry insiders pointed out that it will further release the driving force of tourism consumption, help speed up the formation of joint force for the development of the leisure and holiday industry, and promote the leisure and holiday industry to a new level. Statistics show that the revenue scale of China's leisure tourism market will exceed 4.5 trillion yuan in 2022.
At the same time, due to the limited travel radius, the demand for local travel is greatly released, and people begin to get used to taking a vacation within a radius of 300-500 kilometers and a 1-3 hour living circle from home. This more light and low burden "micro vacation", is becoming an important trend of young travelers. According to the 2021 Global Free Travel Report released by the China Tourism Academy, "micro vacations", mainly weekend trips and peripheral trips, have grown significantly and become a new growth point of the tourism consumption market. Tourists spend less time on vacation but travel more frequently.
As resort hotels increasingly become the main field of concern and competition for enterprises, and more and more ordinary travel consumers' demand for leisure holidays continues to flourish, more and more middle and high-end holiday brands are launched.
In addition to Yunju Hotel, a medium and high-end urban resort brand launched by Jinjiang Hotel (China) last year, elong Hai LAN, a medium and high-end cultural resort hotel launched by Liangcheng Wine Management, has created a new sample of "cultural travel +" as a resort hotel brand, relying on the advantages of elong Hotel's technology platform industry chain.
It is reported that at the beginning of this year, Liangcheng wine Management will be in view of the tourism and vacation market, the development of elong Hailan hotel resort section strategic layout. Elong Hailan draws inspiration from Chinese culture, advocates the value proposition of the world of pleasure, and integrates the brand concept of "different beauty, different beauty" into design and life. The principle of "One place One View" makes elong Hailan more diversified and comfortable in property and geographical selection.
Taking Cloud, Guizhou, Sichuan and other major tourist provinces as the entry point, we have negotiated strategic cooperation with local travel agencies and tour groups, and signed strategic cooperation agreements with several travel agencies such as Lijiang China Travel Service and Kunming China Travel Service. Once the cooperation mode and product model of elong Hailan was put forward, it won the favor of many local investors and owners in Yunnan.
At present, elong Hailan has successfully landed a store in Lijiang, and has a number of projects under negotiation. In the future, the strategic cooperation model will radiate to Chengdu, Chongqing, Xi 'an, Guizhou, Guiyang and other Internet celebrity cities rich in tourism resources.
PART 02
Middle and high-end hotels, how to interpret cultural tourism vacation?
Elong Hailan is not a simple combination of medium and high-end hotels and cultural resorts. Instead, it sets its sights further and deeper. It not only traces the roots of cultural connotations, but also elaborately creates holiday products. Its interpretation of the mid - and high-end tourist resort hotel is particularly stunning.
/ Diversified customer base
The current holiday travelers are no longer limited to the traditional way of leisure only, but more diversified and expect to seek "sense of gain" from the journey.
In this opportunity, elong Hailan's target customer group is a group of well-informed and open-minded elites who withstand the tide of The Times and walk on the waves. They know that the world does not conform to the common, everything is happy, expect through the journey, have fun, have something.
In the same way, elong Hailan is also committed to achieving different benefits for different customer groups -- personal vacation, spiritual advancement; Parent-child fun, can promote the warming of feelings; Partner travel, can create a good atmosphere; Team building can promote team improvement... Elong Hailan can meet the travel needs of different elites.
/ Cultural temperament
As one of the Longhai series hotel brands, elong Hailan continues to build the "Chinese character", and creates the "place of the heart" for tourists with the integration of culture, quality and style.
The cultural temperament of elong Hailan originates from its meaning of "sea mist". Marine fog, fog rising, fog flow in the fireworks world, rural mountains, scenery regions are different, explore the scenery, understand the true meaning of the world, enjoy the scenery. The brand concept of elong Hailan is derived from this cultural foundation. With the slogan of "Enjoy the world", it attracts people to pursue it again and again in the process of getting out of the dust, entering into the custom and remembering, so as to gain surprises at any time, find fun at any time, and achieve spiritual upgrading and advancement.
/ Rich experience
As a resort hotel, experience is often the most indispensable. Although middle and high-end cultural tourism resort products cannot be compared with high-end resorts in luxury, they often make great efforts in the manufacturing of highlights.
In order to achieve the enjoyment of holiday during the journey, elong Hailan delivers the experience of holiday life with "Hailan Five Pleasures", and comprehensively creates the accommodation products that effectively help upgrade the destination accommodation. The Five pleasures of Hailan include the pleasure of absorbing local customs, refining the essence in the space decoration, the pleasure of constantly enjoying the 24-hour warm heart, the pleasure of searching for the local unique food, the integration of local cultural and travel resources, the creation of the pleasure of fine travel routes, and the provision of professional travel advice, to create interesting interaction, to help guests feel comfortable in the holiday.
In addition, there are Siji Le drink, Siji Le food, high-quality aromatherapy, naked sleep quality bed products and other highlights, bringing abundant and unique holiday experience for passengers.
/ Spiritual guidance
Elong Hailan is committed to making every holiday traveler feel not only physical relaxation, but also spiritual enhancement and advancement during the journey.
The brand highlight of "spiritual Guide" has become the punchline of elong Hailan as a middle and high-end cultural tourism resort hotel. Among them, "Le Shop" can customize the event planning scheme according to the characteristics of different customer groups, and provide the services of event organization and activity guidance for the guests, so that the guests can integrate into the local characteristic folk activities, get the instant experience, enjoy the interest, remember the wonderful moments, experience the different beauty and beauty advocated by elong Hailan. Leave behind enough good times in your life to recall.
"Recommend food division" is based on the seasonal, regional differences, flexible recommendation of seasonal food and local attractions and local customs, in order to enhance the sense of guests, enhance the brand value.
Elong Hailan takes guest experience as its home, and adopts the core value of "out of the dust - into the custom - remembering" to form word-of-mouth communication and promote multiple consumption, thus increasing the re-purchase rate.
In addition, the hotel also has a "inspiration box" of store by store, design by guest, gift by gift, from local tea at check-in to brand letter at departure, leaving a deep impression of the journey for passengers.
It can be said that elong Hailan has provided a complete sample of middle and high-end cultural resort hotels from culture to customer base, from experience to brand characteristics, and has thoroughly interpreted them.
PART 03
The three investment highlands of mid - and high-end cultural tourism resort hotels
How to get out of the road different from ordinary resort hotels? In addition to the cultural tourism and vacation products with rich cultural force and vitality, elong Hailan's investment capability is also worth attention.
/ Customize "Dream Making"
As early as a few years ago, some media outlets pointed out that the future would be an era of providing customized products and services. Resort hotels are no exception. Elong Hailan Hotel has firmly grasped the trend of The Times in terms of investment capability. From the two main aspects of one-store-one-design and diversified property forms, elong Hailan Hotel presents unique "customization" to fulfill investors' "vacation dream".
Elong Hailan's "one store, one design" principle is not completely without standards, but based on local culture and project characteristics, combined with different regional characteristics in hotel space design, creative introduction of local characteristics and new Chinese style aesthetic style; In terms of VI vision, elong Hailan adopts the color, outdoor guide, customer supplies standard; In terms of service experience, we will provide personalized service experience according to the characteristics of different customer groups, and create a spiritual advanced resort space in line with the characteristics of elong Hailan Hotel, so as to provide guests with a relaxing and empowering journey.
Combine different regional and cultural characteristics to create unique memory points and word-of-mouth effect. Elong Hailan will match local personnel according to the characteristics of the project, and introduce different experiential activities such as farmers' market, red education, food and breeding workshop, competitive interaction, etc., so as to attract traffic for the hotel and drive revenue.
Take the activities of "Food Breeding Workshop" and "Plant Dyeing" for example. In the Food Breeding Workshop, "recommended food teachers" who are familiar with the local culture will guide the guests to participate in the process of food planting and cultivation. Beans will be harvested and ground into tofu, and they will taste the special dishes cooked by local chefs. When entering the plant dyeing class, the guests will be prepared with the freshly picked natural plants. The hotel staff, who also serve as the "recommendation teacher", will guide the participating guests to apply the traditional techniques of the region, remove the cocoons, and gradually dye the original contours and colors of the plants on the cloth and paper, bringing a unique experience of education and fun for the family and other guests.
Born in Si, long in Si, return to the hometown, to touch the guests, so that the guests linger. Utilizing local talents can not only enrich the guest experience and promote the local culture, but also save the hiring cost for the investors and increase the income of the hotel staff.
Second, the property form is diversified. Different from most resort hotel projects, which have strict restrictions on the property, elong Hailan takes a different approach in terms of the property form. It approaches the property project with the brand concept, and makes planning and creative placement for the property according to the actual situation. Therefore, elong Hailan can cover completely different property forms such as boutique homestays, hot spring resorts, pastoral complexes, Great beauty villages, characteristic towns, garden-style ancient buildings and relatively large villas.
/ Low-cost landing
In the past, the high cost of resort hotels made it a type of hotel that many investors could not hope for. Elong Hailan breaks this shackle by being a middle and high-end cultural resort, making it possible for resort hotels to land at low cost.
This is attributable to the Liangcheng wine Guan Hai series hotel brand heavy decoration, light decoration efficient landing scheme. With the modular structure, the efficient process of assembly decoration, the hotel investment costs and operating costs can be greatly reduced, at the same time, because of the focus on the level of appearance, design sense, the hotel quality is significantly improved, and the experience is more diversified.
In terms of project construction, elong Hailan adheres to the two principles of "little renovation, no renovation" and "little cost, no cost". Elong Hailan is committed to fully exploiting local resources and culture and creating a unique holiday destination by virtue of local cultural characteristics and rich experience.
/ one-stop service
In the new investment era, what investors value is not only what kind of products the brand can give, but also what kind of industry and market answers the brand can give. While escorting their own investment, they can also give advice and suggestions.
Different from the single hotel management identity of traditional resort hotels, elong Hailan, a brand of Liangcheng Wine Management, has the dual identity of consulting company and hotel management. Elong Hailan provides professional services throughout the whole process from consulting to construction, completion and opening. In the early stage of the project, it provides investors with the following four professional planning and consulting services according to different property types.
First, consulting services. In the project research stage, provide market research report, and provide project planning, design and other suggestions;
Second, project positioning service. In the field investigation stage, according to the actual situation of the project, provide feasible suggestions on project positioning and brand planning, and provide practical and creative guiding suggestions for later operation;
Third, function planning service. For projects with complex forms, elong Hailan will consider the project as a whole and provide functional planning details to activate different functional Spaces according to the different characteristics of each area.
The fourth is the activity import service. Based on local characteristics and the nature of the project, customized and personalized experiential activities are designed according to the place, time and people, and local customs are introduced to enhance the value of the project.
In the middle and later stages of the project, elong Hailan provides investors with hotel management enabled-customized design coordination, product and operation training introduction, cutting-edge marketing system establishment, hotel management + consulting services and double insurance holdings, providing customers with all-round and multi-dimensional services and guarantees.
A brand new road named "Medium and high-end cultural travel resort Hotel" is slowly being laid out. We can believe that only those who seize the middle and high-end market and holiday boom trend, deeply combine Chinese culture and hotel culture of the brand, can move forward steadily!
