Couple + smart love poetry hotel to create a new air outlet in the hotel industry

When the traditional hotel is thinking hard about profitability, the innovative category hotel has handed over a bright answer.

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On May 9th, China's well-known smart couple hotel brand, Love Poetry Hotel, held a strategic upgrade and investment conference in Beijing. It deeply analyzed the combination of couple accommodation and artificial intelligence, and achieved 2~3 times of Ping and Revpar. In the performance of traditional hotels, create a new way of operating the hotel industry.

At the same time, the second generation of love poetry hotel design concept exposure. Among them, artificial intelligence through the efficient coordination of the lighting system, sound system, olfactory system, to create a more humane and more romantic couple accommodation space atmosphere, become the biggest highlight of the new generation of product upgrades.

In addition, the Love Poetry Hotel officially disclosed the long-term strategic deployment: mainly franchise stores, supplemented by direct stores; urban stores, supplemented by holiday stores, by the end of 2019, the number of love poetry hotels to 100.

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3 major innovations, the performance of love poetry hotels far exceeds the traditional hotel giants

As the first smart couple hotel in China with a rapid rise, the Love Poetry Hotel has achieved very good results since its opening in August last year.

At the press conference, the founder of Love Hotel, Chun Shu, announced the operating data since the official operation of the hotel: the average house price is 1065 yuan, the occupancy rate is 80%, the RevPAR (average room income) is 845 yuan, and the floor efficiency (per square meter turnover) is 15.6. Yuan, at the same time in all major online hotel booking platforms have received a super high user rating of 4.8 points. According to estimates, in the future, the hotel will open in the first-tier cities and some third-tier cities in China, the average price of up to 650 yuan, occupancy rate of 80% and RevPAR of 520 yuan, while Pingxiao in the first-tier cities and second-tier cities will be as high as 11.2 Yuan and 9.6 yuan.

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According to the public data of famous mid-to-high-end business hotels such as Vienna, All Seasons, Heyi, Starway, Laifeng, Orange Crystal, etc., the average house price of China's mid-to-high-end business hotels is 278 yuan, the occupancy rate is 79%, and RevPAR is 220 yuan. The average price of a five-star business hotel in the country is 634 yuan, the occupancy rate is 64%, RevPAR 404 yuan; the four-star business hotel is 351 yuan, 65% and 227 yuan. The advantages of the Love Hotel are remarkable.

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In the highly competitive hotel industry, the hotel is less than three years since the establishment of the love poetry hotel, why can we achieve similar investment, the revenue data can be 2 times or even 3 times ahead of those traditional hotel giants? Chun Shu did a deep decryption at the press conference.

First of all, the Love Poetry Hotel has created a new category. In the Chinese hotel accommodation market of 500 billion yuan per year, business accommodation accounts for 40%, couples accommodation accounts for 28%, and parent-child accommodation accounts for 22%. It can be seen that the couple's accommodation has become a trillion-dollar market of up to 150 billion yuan, which is a rare blue-sea market in the hotel industry. Because there is a general lack of hotels in the market that can fully meet the needs of couples.

The Love Poetry Hotel has made a clear positioning from the very beginning – to be a woman's favorite mid-to-high-end couple hotel, and to be the pioneer of this innovative hotel category with “large enough demand, strong consumer power and high profit margin”.

In the view of Chun Shu, business hotels only earn money to sleep, while Love Hotel has a 3 horse-drawn carriages that increase income - earning money from romantic atmosphere, making money from passion and fun, earning money for sleep - fundamentally Changed the income structure of the hotel industry that relies solely on room rates. According to the calculation, the newly built Love Poetry Hotel can recover all the investment within 2.8 years. The flop shop can recover the investment in 1.4 years, while the average investment recovery period of the mid-to-high-end business hotel is 4~5 years. The investment return rate of the Love Poetry Hotel is remarkable. Win.

Secondly, the Love Poetry Hotel has deep insight into the needs of the hotel's largest core consumer group between 1980 and 1995, and the founder Chun Shu is deeply impressed by the deep accumulation of the hormone economy for 15 years. understanding.

According to Chun Shu, the first thing after he founded the Love Poetry Hotel was to take out 1 million yuan and entrust a marketing research company to investigate the needs of their couples and hotels from the perspective of men and women, and proposed the hotel industry. 4 innovative ideas: couples hotels should focus on women's needs; the essence of couples accommodation is the space for men and women to live together, not just sleep tools; couples accommodation should meet the basic needs of people's comfort and hygiene, romantic intimate senior needs and passion Fun middle-level needs; at the same time, it should also satisfy people's eight psychological passwords - nature, romance, narcissism, fantasy, curiosity, accumulation, exposure, destruction. The 4 major innovations have enabled the Love Story Hotel to create a new product creation direction for hotel product design and service design, starting from psychological satisfaction.

In the view of Chun Shu, people aged between 20 and 35 have accounted for more than 70% of the Chinese hospitality industry. Whoever truly understands and satisfies the needs of this group will have the opportunity to become the future of the hotel industry. Overlord.

Thirdly, the artificial intelligence technology is applied to the hotel in a large amount, so that the lighting, sound and other facilities actively match the needs of people, and truly realize the "people-centered" service concept, which greatly enhances the hotel occupancy experience: from check-in to the door Open, and then to the intelligent control of living facilities such as curtain TV air conditioners, the user's convenience and living comfort have been significantly improved.

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Love Poetry Hotel released the second generation of product intelligence upgrade to the biggest highlight

At the press conference, the second generation of design products of Love Poetry Hotel was exposed. From the perspectives of user experience, intelligent upgrade, construction cost, improvement of floor efficiency and maintenance cost, the first generation has been deeply upgraded.

“The starting point for the design of a new generation of products is two. One is to make consumers more satisfied with the occupancy experience, and the other is to let hoteliers make more money.” Chun Shu said.

It is understood that the optimization of the second generation of Essence Hotel is based on the in-depth analysis of the first generation of operational data, as well as a large number of interviews and surveys of Eros hotel users - starting from the data,

It is the eternal origin of product innovation in the Love Hotel.

Smart upgrade is one of the biggest highlights of this upgrade. Different from the first generation of Epic Hotel, the independent system of lighting system and sound system, the intelligent solution of the second generation of Epic Hotel is to significantly influence the space environment of the couples, such as lighting system, sound system and olfactory system. The elements are coordinated: the intelligent system automatically judges the guest's demand for the atmosphere from the three dimensions of the time axis, the space axis and the behavior axis. It is quiet and peaceful, romantic or intimate, or passionate, then lighting and smelling. The system will automatically match the corresponding, let the whole space atmosphere move with heart, truly create a perfect two-person world of romance, passion, relaxation and comfort for the couple.

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Mr. Chun said that people aged between 20 and 35 have accounted for more than 70% of the Chinese hospitality industry. Compared with the previous generation, they pay more attention to spiritual needs, pay more attention to experience, and lighten price sensitivity. The pursuit of brand and trend, with more powerful consumption, this also puts higher requirements on the design, brand and service of the hotel - obviously, the traditional business hotel of sleep tools that can only meet the needs of comfort and hygiene, has been far Can't satisfy their taste.

Love Poetry's first disclosure strategy will be deployed to 100 in 2019

In addition to the release of the second generation of products, the Love Hotel also officially announced a long-term strategic deployment: mainly franchise stores, supplemented by direct stores; urban stores, supplemented by holiday stores, by the end of 2019, will love poetry The hotel has grown to 100.

Why should we expand so quickly? In the view of Chun Shu, from 2005 to 2012, thanks to the strong driving force of the chain of fast business hotels, the Chinese hotel industry ushered in the first peak of development, and by 2015-2022, this generation of hotel properties will enter the lease period. Intensive period of expiration. The cost of rising rents and wages, as well as the urgent need for consumers to upgrade hotel consumption, made 2015-2022 a slogan for China's hotel industry to upgrade from budget hotels to mid- to high-end hotels. In fact, more than 5,000 hotel owners join new brands every year in China, so as to jump out of the competitive red sea of ​​economical business hotels. At the same time, hotel owners will also worry that as mid-to-high-end business hotels become increasingly convergent, in the next three years, mid-to-high-end business hotels will once again become super-competitive in the Red Sea and become a chicken-ribbed type in the same way as the hotel market in the past five years. The meager profit investment.

The couple accommodation market has opened up a new road. At present, the couple's accommodation population has accounted for almost one-third of the entire hotel accommodation market, and is still growing at a high speed; at the same time, the high premium of couple consumption has become everyone's consensus. Therefore, in the case of similar investment and operating costs, the Essence Hotel, which has an eye-catching performance and brand effect, will surely become a new category of high-profit and low-competition hotels that hotel owners urgently need. As the pioneer and head brand of the couple hotel category, the goal of the love poetry hotel is to become the leader of the Chinese mid-to-high-end couple accommodation market, and through the first three years of advance admission, it has gained a 20-month lead time window. .

As a strategic investor of Love Poetry Hotel, Chunshuitang relies on the strength of Lianchuang Yongxuan, Tongchuang Weiye, Founder Hesheng, Heli Capital and other well-known investment institutions, in addition to the huge flow and customer resources for the Love Poetry Hotel. It will also provide strong support for the development of the latter's direct stores and franchisees.

According to Chun Shu, the Love Poetry Hotel will be in the first, second and third tier cities of the country, and the full-opening of the Love Poetry Hotel will require the property to be in the area of ​​3,000 to 10,000 square meters. The main store will be 70 to 150 rooms. Before the end of June this year, the first love poetry hotel in each city will sign a franchise store and will receive an opportunity to exempt the brand license fee. At the same time, the Emotional Hotel Management Headquarters will provide franchisees with comprehensive nanny-style hosting services from design, construction, supply chain, member sharing and marketing support, and management output, allowing hotel owners to use investment and operating costs similar to those of mid- to high-end business hotels. In the couple's accommodation this more lucrative blue ocean hotel market, easy and worry-free business.

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Couple + smart, love poetry hotel as a "women's favorite couple hotel" this hotel new category pioneer, opened less than a year into the Chinese hotel industry "product innovation, brand marketing, user experience, efficiency and high returns Rate of 5 all-round black horses. In the future, whether the Love Poetry Hotel can create a new enthusiasm for the Chinese hotel industry through the franchise model, and become a hotel industry legend with high user satisfaction, high profit margin, high occupancy rate and high return rate. We will wait and see.

Editor in charge: Shi Jinling

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