investigation and analysis report of Changsha property hotel market

investigation and analysis report of Changsha property hotel market

in order to accurately grasp the development status of Changsha property hotel market, Changsha Bangyou Real Estate Consultant Co., Ltd. and Changsha Real Estate Information Center jointly conducted a special investigation and research on Changsha property hotel market. In this study, information was collected on the spot, questionnaires were distributed and statistical data of relevant government departments were consulted. The property-based hotel property launched in Changsha in 2116 was taken as the research object. The research contents included the macro-market development, hardware, software facilities and services, actual operation, etc. The research time was as of March 2117. The data used in this report mainly come from Changsha Real Estate Information Center and Dazangzu Market Research Center.

A overview of property hotel

(I) Definition

Property hotel originated in Europe and America in 1971s, which means that the developer divided each room of the hotel into independent property rights and sold it to investors. Investors generally don't live in the hotel, but entrust the hotel management company to operate the rooms in a unified way, get the annual room profit dividend, and get the right of free occupancy for a certain period given by the hotel management company. Investors can obtain the property rights of rooms in the property hotel for a certain period of time through installment or one-time payment, but they have no right to operate.

(II) Characteristics of property right hotel

Property right hotel is a brand-new hotel management mode. Compared with the traditional hotel industry, its differences are mainly manifested in the following aspects:

(1) When the property rights of hotel rooms (single rooms or suites) are sold to the owners, the rooms are leased back to the hotel management company, so that the owners can enjoy a certain amount of rent-free occupancy rights, get a certain percentage of fixed returns, and participate in the sharing of hotel operating profits. In addition, as an owner, you can also enjoy special discounts on hotel catering, recreation and other consumption. Owners do not have the right to operate, and the time of ownership of property rights is generally 8 ~ 21 years.

(2) Property hotels are often located in the suburbs of cities and tourist attractions, with the theme of leisure and vacation. With the life of urban residents gradually entering a well-off society, many residents have the demand of traveling and vacationing. It is in this market environment that property hotel came into being.

(3) The purchase of hotel room property rights has better investment value. Most of the owners who buy the property rights of hotel rooms will not use them completely, and most of the time they will rent them back to hotel management companies to get the return on investment. (III) The Rise and Development of Property Hotels

In the 1971s, developed countries in Europe and America entered an "affluent society". In the process of tourism innovation, the first batch of property hotels rose in the French Alps. In the next 21 years, it gradually developed to North America, the Caribbean and the Pacific. After more than 31 years of development, the development of property-based hotels abroad has become increasingly mature.

in mainland China, Hainan was the first place to introduce property-based hotels. After that, the investment business model has successively entered Guangzhou, Beijing, Shanghai, Shenzhen and other places. In 1999, China implemented the Golden Week vacation system, which made people's demand for leisure and tourism increase sharply. In October, 2111, China formally joined the WTO, and the China market has become one of the most eye-catching focuses in the world. The number of foreign businessmen entering the country is increasing day by day, which provides a broad space for the development of property-based hotels. According to statistics, at present, there are hundreds of property hotel projects in China.

(IV) Overview of the development of property-based hotels in Changsha

Since the completion of Yuhua Building, the first property-based hotel in Changsha in 2112, there have been more than ten property-based hotels with different scales, grades and business models. In particular, the launch of the first platinum five-star property hotel in Changsha in February 2115 caused a sensation in Changsha. In less than two months, Huaya launched more than 611 sets of property hotels and sold them out.

in p>2116, the grade of hotel property launched in Changsha changed. In the second half of 2116, Furong Country? A number of five-star and platinum five-star property hotels, such as Haoting International Hotel and Dacheng Huatian Hotel, have been put on the market, attracting the attention of Changsha public investors, and the sales performance of property hotels continues to be optimistic. In the same period, four-star hotels, such as Bank of China Huatian, Guomao Hotel and Times Dijing Hotel, sold their property rights to the outside world and transformed their properties from pure hotels into property rights hotels. According to the statistics of Da Zang Group Research Center, the development scale of property hotels in Changsha is relatively large. According to conservative estimates, the construction scale of property hotels in 2116 alone was over 311,111 square meters. According to the rough statistics of the average sales price of 8,111 yuan, the total sales of property hotels reached more than 2 billion yuan.

bInvestigation on the basic situation of the property-style hotel in Changsha

(1) Conditions of hardware facilities

The hotel hardware mentioned here mainly includes external factors such as the location where the property is located and supporting facilities. Obviously, good hardware facilities are the foundation of hotel development, and also an important indicator of hotel appreciation potential. The hotel industry in Changsha has experienced many transformations of hardware facilities, and it has great attraction in both consumption and investment. For property hotels with dual functions of investment and consumption, they must have good hardware resources, or win by location advantage in the center of the city; Or attract specific customer groups in areas rich in tourism resources and business resources to ensure the occupancy rate of hotels; Or through the investment of good supporting facilities, improve the living quality of the hotel and achieve the purpose of good management.

1. Location

The superior geographical location is an important guarantee for the hotel to attract tourists, and it can reduce the business risk of the hotel to some extent. Judging from the current geographical distribution of property-based hotels in Changsha, they are mainly concentrated in urban CBD or areas with developed traffic conditions and popular people. Within 1 km of Furong Middle Road in Changsha, Guomao Hotel, Bank of China Huatian Hotel and Furong Country? Haoting Hotel has formed a golden triangle, which has become the most concentrated area of property hotels. Huaya International Hotel, which is characterized by noble sports, tries to build the first golf-themed garden property hotel in Hunan Province through the combination of golf course and hotel. Times Dijing, Merrill Lynch Yingu and Sanquan Yuankangnian are located in the core area of Hexi municipal government plate, with elegant environment, attracting many home buyers to invest here. Generally speaking, the better the location, the higher the sales price of the hotel, the better the operating conditions and the more secure the return on investment.

2. Elevator

At present, there are mainly four-star hotels in Changsha. Matching with the hotel grade, most of them use international brands or Sino-foreign joint venture elevators, among which Mitsubishi elevator has a market share of about 51%. The number of elevators equipped in each property right hotel varies with different years of construction, usually ranging from 3 to 8. In addition, there are generally 1 ~ 3 fire elevators. Generally speaking, the older the hotel is built, the fewer rooms there are, and the fewer elevators there are. The better the elevator is equipped, the higher the room price and room opening rate, and the better the overall business situation.

3. Parking space

Parking space allocation is an important indicator to measure hotel service standards and customer attraction. Judging from the current parking space ratio of property-based hotels in Changsha, most hotels have reached higher domestic standards. The closer we are to the property right hotels under construction, the looser the parking space allocation, such as Dacheng Huatian, Sanquan Yuankangnian and Rongcheng International, and the parking space allocation is more than other hotels. Another example is BOC Huatian's transformation from a professional office property to a property hotel, and the allocation of parking spaces is more advanced. Some hotels make full use of the above-ground parking spaces to meet the parking needs, and appropriately reduce the design of underground parking spaces. Because the consumers of property-based hotels are basically car owners, property-based hotels with abundant parking spaces are more favored by consumers and their operating conditions are relatively ideal.

4. The height of other

hotels is an important indicator to measure the hotel star standard and investment appreciation. The height of the storey is too high, which will increase the construction cost, reduce the construction area and waste energy; If the floor height is too low, it will affect the comfort of use, produce a sense of depression and reduce the hotel grade. At the same time, the design of hotel floors should be coordinated with the consumption level of the city.

The height of hotels in some advanced cities in China is about 3.5 meters. At present, the height of property hotels in Changsha has not reached this standard. Among the property-based hotels launched in Changsha in 2115 ~ 2116, the floors are basically about 3.3 meters, such as Haoting Hotel, Dacheng Huatian, Sanquan Yuankangnian, etc., which can basically meet the current consumer demand for hotels.

(2) Software facilities and services

With the development of the hotel industry, with the convergence of hardware levels, the "software" such as hotel service level and staff quality has become the focus of competition in the hotel industry.

the software here mainly refers to the service and management level of the hotel, including housekeeping service, security service, transportation service and other services. In recent years, the rapid development of the entertainment industry in Changsha has effectively promoted the prosperity of the hotel industry. In the fierce market competition, while improving the hardware facilities, hotels have made great efforts on hotel software, enriching the service content and improving the service quality, so as to establish a good image of hotels and seize market share.

most hotels can not only provide guest rooms and restaurants, but also provide customers with comfortable and pleasant business negotiation places, bars, entertainment and other comprehensive service facilities, as well as comprehensive business services. Active measures have also been taken to prevent accidents, including 24-hour security patrol, intelligent network and security system, equipped with fire monitoring devices and so on.

personalized service provided by hotels is an important aspect of hotel informatization. The "permanent guest information base" established on the basis of informationization can record the personal preferences of each guest. In Changsha's hotel industry, the gold content of software services is further improved.

(III) Actual operation situation

Looking at the property-based hotels currently operating in Changsha, the business situation is that some people are happy and others are worried. Huaya Hotel has introduced the concept of golf hotel, advanced supporting facilities, combined with international brand advantages, professional management team and service standards, and introduced international marketing system, financial control system, training system and service operation system for the hotel. The quality of the hotel is second to none in Changsha. Therefore, its operating performance is also relatively good in the industry. After transformation, the property-based International Trade Hotel, with its unique location advantage and excellent service management level, has a leading performance all the way. However, due to the earlier completion of Yuhua Mansion and Times King, the current facilities have become backward, and due to the constraints of location and business services, the current business performance is relatively unsatisfactory.

analysis of the market situation of c property hotel.