Overview of hotel industry
Accommodation industry can be divided into two categories: standardized and non-standardized. The most typical representative of standardized accommodation is hotels, which provide standardized services and pricing. Non-standardized accommodation includes inns, homestays, apartments, holiday villas, cabins, tents, RVs, containers, etc., among which the number of homestays is the widest and most popular.
homestay is driven by the rise of * * * enjoyment economy, which means that individual owners, tenants of houses or commercial organizations use spare rooms to provide accommodation for passengers. By definition, B&B and individual owners' business in short rent overlap, but in terms of their positioning, B&B is more oriented to tourism needs, so it also pays more attention to the creation of local characteristics and comfortable atmosphere, which is an upgraded version of short-term rental. Visitors can experience local life, communicate with local residents and feel humanistic feelings in the homestay.
B&B itself can be divided into many categories according to its types and functions, such as farmhouse and country villa. The main difference from hotels is that Minsu has a local characteristic experience brought by "host culture", and its accommodation space is highly personalized, small and beautiful.
China B&B market scale
With the continuous favorable policies to encourage the development of B&B, China B&B market will become more and more prosperous. The homestay industry conforms to the trend of the times and combines business with the Internet. According to the data of "Analysis Report on Market Prospect Forecast and Investment Strategic Planning of B&B Industry" issued by Prospective Industry Research Institute, by the end of 2116, the total number of online registrations of inns and B&Bs had reached 51,211, an increase of nearly 8,111 compared with last year. 2115 and 2116 will be the peak period of online B&B market development, and it will be online in the future, but the growth rate of the industry will fall back. On the one hand, the vicious competition caused by the immature market development and the lack of perfect management mechanism; On the other hand, more and more homestays have rushed into the market and failed to develop in the long run. According to the preliminary statistics of Forward-looking Industry Research Institute, in 2117, the booking transaction scale of online B&B in China exceeded RMB 11 billion, and it is estimated that the transaction scale will be nearly RMB 21 billion in 2118.
Distribution of users' concerns about booking homestays
When choosing a homestay, people will pay more attention to price, living experience and house performance. Low price, good product performance and a large number of houses are the advantages of B&B in its development.
list of the number of homestays in key cities in China
According to the data of Prospective Industry Research Institute, there are over 1,111 homestays in 11 cities, over 2,111 in 5 regions and over 3,111 in Beijing and Lijiang. Among them, the number of inns and homestays in Beijing ranks first in the country, with 3,587. Lijiang ranks second in the country with 3,112 homestays, followed by Beijing; The number of homestays in Xiamen is 2,269, ranking third. The top ten hotels in China are: Beijing, Lijiang, Xiamen, Dali, Jiaxing, Qinhuangdao, Chengdu, Zhoushan, Hangzhou and Rizhao. Of course, there are still nearly 31% areas that have not yet developed the hotel and lodging business.
Rely on traffic to drive housing
In fact, Tik Tok can indeed bring a certain amount of traffic. According to the data of Prospective Industry Research Institute, by the end of 2117, the number of users in Tik Tok had exceeded 711 million, and the monthly activity exceeded 1 billion. In the first quarter of this year, Tik Tok downloaded 45.8 million times, making it the most downloaded iPhone app in the Apple App Store. The Sanya Kangnian Hotel, which was set on fire by Tik Tok, has been full for several days.
It is understood that Tik Tok is mainly the residents of first-and second-tier cities, among which 66.1% are women and 93% are young people under the age of 31. And this part of the "shaking friends" has money and leisure, and is the main force of travel. In the comment area of tourism videos, "Shake Friends" will comment on the content and quality of the video, ask the name and location of the scenic spot, and exchange experiences on tourism.
Personalized accommodation highlights
Although there are not a few Tik Tok registered with the official accounts of hotels and B&Bs, the overall number of fans and likes is small. For example, Rui J Hotel in Yalong Bay, Sanya has only 1,171 fans, received 1,619 praises and released 17 works, with the highest praise of only 21. For example, Tik Tok, the First Travel Home Inn Group, has only 344 fans, * * * has 541 likes and released 33 works, with the highest praise being 45 and the lowest being 7.
In fact, the cross-border play of Tik Tok in the accommodation industry is hooked on the curiosity of users, which does have a certain marketing effect on personalized accommodation such as homestays, but it has less driving effect on chain hotels. In addition, the creative video is the most concerned by "Shake Friends", but the short video released by the hotel is lack of creativity and interest, and its more purpose is to promote the hotel. Insiders pointed out that some hotels actually play Tik Tok because they are in the air, but their own personalization is not enough to support, so even if they get user traffic, they can't actually convert it effectively.