11. Many room types in popular hotels have been sold out, and room rates have increased by two or three times, why are budget hotels no longer "economic"?
Bookings for travel products for this year's November holiday have opened, and it can be seen that hotel prices will usher in a wave of increases shortly after a brief fall in the summer, and at the same time, many hotels have booked multiple room types during the November period.
Eleven hotel prices generally increase by 2 to 3 times
Recently, the surging news (www.thepaper.cn) search online travel platform found that the recent hotel price "depression", and during the November period, whether it is an economy hotel or a luxury hotel, the price of hotels near many urban tourist attractions will generally increase by more than 2~3 times.
For example, in a budget hotel located near Xi'an Tang Paradise, the lowest room price before the November holiday is 257 yuan/night, and the cheapest room price for staying on October 10 and October 1 during the November holiday is 10 yuan/night, which is 2.813 times the weekday price.
Another budget hotel within 300 meters of the entrance and exit of Xi'an Datang Sleepless City has a minimum price of only 307 yuan per night on weekdays, while the lowest price for rooms on September 9 and 29 is 30 yuan, 790.2 times the weekday price, and the lowest price for rooms on October 57 and October 10 is 1 yuan, 10.2 times the weekday price.
The lowest price of a mid-range hotel less than 100 meters away from Xi'an Datang Sleepless City is 420 yuan on weekdays, and the lowest price for check-in on September 9 is 29 yuan/night, which is 1371.3 times the weekday price; the lowest price for check-in on September 26 is 9 yuan/night, which is 30.1469 times the weekday price; and the lowest price for check-in on October 3 and October 5 is 10 yuan/night, which is 1.10 times the weekday price.
Hotels near popular attractions have sold out several room types
The surging news search found that there are many hotels near the popular scenic spots of many popular tourist destinations across the country that have already been booked during the November period, especially parent-child rooms.
For example, near Tianfu Square in Chengdu, a parent-child hotel has been booked for 4 room types during the November period.
A luxury hotel within 2 kilometers of the Hunan Museum in Changsha was booked in six room types, including suites and parent-child rooms.
A luxury hotel in Beijing's North Third Ring Road was closed from September 9 to October 26. The Paper called the hotel to inquire, and the staff replied: "It's all sold out." ”
According to data released by Ctrip, as of August 8, the search popularity of the domestic hotel market during the holiday has reached more than four times that of the same period in November 30, an increase of nearly 2022% compared with the same period in November 4.
Budget hotels are no longer "economy"?
It is worth noting that since the beginning of this year, various holidays and summer holidays have been frequently searched for topics related to hotel price increases, especially budget hotels are no longer "economic", and room rates are "approaching" luxury five-star hotels.
However, the surging news search found that although budget hotels increased more during the holidays, they still could not "match" with luxury five-star hotels in terms of price.
Taking the Wangfujing area of Beijing as an example, such as Hanting Hotel Beijing Wangfujing, the lowest price is 441 yuan / night on weekdays, and the lowest price for check-in on October 10 is 1 yuan / night, which is 818.1 times the weekday price. The lowest price of Beijing Hotel NUO Wangfujing is 85 yuan/night on weekdays, and the lowest price for stays from September 1049 to October 9 is 29 yuan/night, which is 10.4 times the weekday price; the lowest price of Beijing Royal Palace Hotel is 1812 yuan/night and the lowest price for check-in on October 1 is 73 yuan/night, which is 2353.10 times the weekday price.
On the other hand, the price increase of the same type of hotel in different locations is also different.
Taking Homeinn Hotel NEO as an example, Homeinn Hotel Neo Beijing Qianmen Street near the National Museum of China has a minimum price of 453 RMB/night, and the lowest room rate for stays from October 10 to October 1 is 10,5 RMB/night, 1088.2 times the weekday price. Home Inn Neo Beijing Chaoyang North Road Shilipu Subway Station Branch outside Beijing's East 4th Ring Road starts at CNY 340 per night and CNY 10 per night for stays from October 1 to 3, 567.1 times the weekday price.
The average daily room rate of many hotel groups in the second quarter increased by more than 30% year-on-year
It can be seen that since the beginning of this year, hotel prices across the country have generally increased, and this is not just the "feeling" of tourists.
The Paper combed through the financial reports of major hotels in the second quarter and found that the performance of the accommodation industry indicators of domestic and foreign hotels in the second quarter of this year far exceeded the same period last year, and even exceeded the same period in 2019.
Among them, the ADR (average daily rate) of hotels under many major domestic hotel groups increased by more than 30% year-on-year in the second quarter.
Specifically, the ADR of hotels in China under Huazhu Hotel was 305 yuan per night, a year-on-year increase of 39.8% and an increase of 2019.28% over the same period in 9. The ADR of Atour Group's hotels was 474.8 yuan/night, a year-on-year increase of 31.23% and an increase of 2019.9% over the same period in 75; BTG Hotels' ADR was RMB240, a year-on-year increase of 32.8%; The ADR of Jin Jiang Hotels' limited service hotels in China was 247.37 yuan/night, a year-on-year increase of 16.15%.
From the data of major overseas hotels, since the beginning of this year, affected by China's lifting of epidemic quarantine measures, several overseas hotel groups have performed significantly better than the overall and other regions of the world in the accommodation industry indicators in Greater China (or the Asia-Pacific region), of which the occupancy rate is almost the same as the whole, and the RevPAR growth rate is more than 75% year-on-year, of which the RevPAR of Marriott Group hotels in Greater China increased by 125.2% year-on-year in the second quarter; Average daily rates also grew faster than overall.
For example, the ADR of Marriott Greater China hotels in the second quarter of this year was $124.03/night, a year-on-year increase of 31.5%, 25.5 percentage points higher than the group's overall hotel data growth; the ADR of Hyatt's Asia-Pacific managed and franchised hotels was $162.38/night, a year-on-year increase of 25.7%, 21.2 percentage points higher than the group's overall hotel data; and the ADR of Hilton's Asia-Pacific hotels was $111.88/night, a year-on-year increase of 25.4% , 19.5 percentage points higher than the Group's overall hotel data.
National star-rated tourist hotels decreased by 2019% in the second quarter compared to mid-35
Some insiders pointed out that the price increase of hotels has many factors, including changes in supply and demand, "retaliatory consumption" after the epidemic, rising hotel costs, and iterative upgrades of economy hotels.
An executive of a listed hotel group said bluntly in an interview with The Paper: "The price is definitely related to the supply and demand of the market. ”
From the supply side, after three years of the epidemic, the supply of domestic hotels has decreased significantly.
According to the National Star-rated Hotel Statistical Report released by the Ministry of Culture and Tourism of the People's Republic of China, in the second quarter of 2023, a total of 6663,2019 Star-rated Tourist Hotels (hereinafter referred to as "Star-Rated Hotels") passed the review. As of June 6, 30, the total number of star-rated hotels in the country was 10284,2019; In the fourth quarter of 10130, there were 8665,7434 star-rated hotels in the national star-rated hotel statistical management system, <>,<> completed the report, and <>,<> passed the audit.
In terms of quantity, in the second quarter of this year, the number of star-rated hotels in the country decreased by 2019.35% compared with mid-21, more than <>%.
Specifically, in the second quarter of this year, the number of low-star hotels (one-star, two-star and three-star) in the national star-rated hotels decreased significantly compared with mid-2019 and the fourth quarter of 2019, among which the number of one-star hotels decreased the most, with only 8 passing the audit this year, a decrease of 2019.89% compared with mid-04. The number of high-star hotels (four-star and five-star) decreased compared with mid-2019, but both exceeded the number of high-star hotels in the fourth quarter of 2019.
From the demand side, since the beginning of this year, domestic business travel and tourism vacation demand has shown a recovery beyond expectations.
Some industry analysts who did not want to be named said that compared with the rapid rebound of the demand side, the repair of the supply side requires a relatively long cycle, and the concentrated release of holiday travel demand this year has aggravated the current problem of insufficient supply, especially the serious shortage of accommodation facilities in popular tourist destinations, and price increases are inevitable.
First and foremost are budget hotels. "When demand increases in the hotel industry, price adjustments are also normal behavior in the market." The executives of the listed hotel group pointed out.
More demand has pushed up the price of some budget hotels in great locations, so much so that budget hotels have become "assassins".
Chen Yu, president of 7 Days Hotel brand, pointed out in an interview with The Paper a few days ago that the so-called "price assassins" of economy hotels occur in high-tier cities, and when they encounter frequent demand climax during the peak season, a large number of people are introduced, and the resources of the hotel itself that occupy a scarce location are very valuable.
"This price is not because the hotel has to go up, but because the supply and demand relationship in the market naturally shows this trend." Chen Yu explained, "And you can see that there is a clear distinction between off-peak seasons, and once you enter the off-season, the price immediately goes down." This is a natural market pattern with a clear supply and demand relationship. ”
The number of tourists at many attractions broke through the threshold ahead of schedule
The "retaliatory consumption" after the epidemic can be seen from this year's May Day holiday and summer vacation.
According to data disclosed by the Ministry of Culture and Tourism, the number of tourists traveling nationwide during the "May Day" holiday exceeded the level of the same period in 2019, and the travel distance and consumption activity reached a record high.
In the summer, scenic spots across the country are full, popular museums are "hard to find", and the number of tourists in many tourist attractions has broken through the threshold ahead of schedule: as of 8:21 on August 7, the number of tourists received by Huangshan Scenic Area exceeded 15 million, breaking through this threshold 300 days earlier than in 2019, and it is also the earliest year in the history of Huangshan Scenic Area to exceed 60 million people; On August 300, the number of visitors to the Shenyang Palace Museum exceeded 8 million, setting a record high for the annual number of visitors since its establishment in 27. In addition, as of August 300, Atlantis Sanya's revenue has reached about 1926.8 billion, which is basically the same as the revenue of the whole year of 28.
Among them, the most important consumption comes from parent-child customers. Some insiders in the tourism industry pointed out that children have not been able to go far for three years of the epidemic, and this demand has broken out this year.
Qunar's report had predicted that 200 million child travelers in China would buy their "first ticket" this summer. According to data released by Qunar in July this year, 7% of children who bought "their first ticket" were 6~12 years old, and the group growth rate increased by more than 33% compared with 2019; 2~6 years old accounted for 63%; In addition, 4% of "little" passengers have their first infant ticket.
A child traveler's ability to drive tourism consumption is obvious. Qunar's report pointed out that one child traveler means that 1~2 adult travelers will accompany him, and the proportion of travelers traveling with children booking mid-to-high-star hotels reached 41%, higher than the average (30%); Comprehensive spending on food and beverages, scenic spot tickets and other comprehensive expenses is 1.4 times that of ordinary travelers.
According to data released by the National Bureau of Statistics, summer travel increased sharply in July, with airfare, travel and hotel accommodation prices rising by 7%, 26.10% and 1.6% respectively month-on-month. In August, airfare, travel and hotel accommodation prices increased by 5.8%, 17.6% and 14.8% respectively month-on-month.
Budget hotels are at a premium over earlier versions after iterations
The rising cost and iterative upgrading of hotels have also affected the price of hotels to some extent.
Zhang Gequan, vice president of SSAW Boutique Hotel Group, said in an interview with the media that the increase in the hotel's personnel costs has increased many (times), and the cost of rent and housing is also high.
On the other hand, as the first generation of budget hotels gradually "age", various hotel chain platforms gradually update and upgrade them.
The executives of the above-mentioned listed hotel groups pointed out that budget hotels began to develop rapidly in 2006 and 2007, and reached the "old period" in 2017 and 2018, and now the older generation of budget hotels has fallen behind.
Recently, one of the first batch of economy hotels, the "7 Days" hotel brand, has gone through 18 years, and at the same time, in September this year, the "9.7 version" of the 3-day brand update and iteration opened more than 0 stores. Taking 100 Days Inn Shanghai Lujiazui Shimao Riverside Garden Store as an example, the upgrade of the old store adopts the model of remodeling + demolition, and the RevPAR (average saleable room revenue) increased by more than 7 yuan after the renovation of the old store, the average monthly price was as high as 100 yuan, and the GOP (Gross Operating Profit, operating gross profit) rate reached 333%.
According to data obtained by The Paper, 7 Days Hotel 3.0 ADR increased by 48.5% year-on-year in the first half of this year, and the monthly highest data of RevPAR exceeded the light and mid-range hotel brand by 31 yuan, a premium of 60 yuan compared with the earlier version.
"Many people can't accept the price increase of economy hotels, in fact, they do not accept the price increase of economy hotels of the older generation." A hotel industry insider said, "The market just doesn't accept old, old budget hotel products that don't change." ”
Chen Yu said that in terms of China's current overall population income structure and overall per capita consumption level, the absolute number of economy hotels will still occupy the absolute mainstream in the next 5~10 years. "Seven Days mainly serves the young people of 'post-85' - 'post-00s', and their price range ranges from 175 yuan ~ 196 yuan, which just fits our positioning perfectly." Chen Yu said that 7 days is for mainstream business people, "young people travel frequently, but the average price is actually not high." After the epidemic, the trend of everyone pursuing cost-effective consumption or rational consumption has become more obvious. ”
It is worth mentioning that more tourists also prefer trendy and distinctive hotel products. According to Dianping's data, in this year's "must-stay list", a total of 379 hotels were listed for the first time, accounting for more than <>%.
From the perspective of the types of hotels on the list, the theme of "natural scenery" accounted for the largest proportion of hotels, with a total of 355, while "parent-child fun" and "city view" had 290 hotels and 210 hotels respectively. The cities on the list are mainly first- and second-tier cities, of which Beijing has the most, with a total of 73; Shanghai, Hangzhou, Suzhou and Nanjing each have 67, 58, 50 and 48 hotels on the list. In addition, there are also niche cities on the list: Xishuangbanna and Qinhuangdao were added to the list for the first time, with a total of 21 hotels selected. (Surging News Reporter Tang Yingying)