How big can the hotel's long -term rental beings be done

Recently, the topic of "this young man has lived a hotel into his own" is very hot, and it has also attracted much attention from the hotel's long -term rental business. Although long -term rental is not the new business of the hotel industry, there are still many operators who think that this is a good recipe for the hotel under the impact of the epidemic.

Is it really a new consumption trend for young people "settle in the hotel"? Long rental houses really have super powers to resolve the market crisis? How big can this business do?

In the early morning, the guests woke up at the hotel at the hotel

Is the hotel more "fragrant" than renting a house?

Last weekend, in the lobby of the Beijing Sanyuan Bridge National Exhibition Center in Rujia Business Travel, the reporter saw Zhang Yuanyuan, a guest from this hotel, who lived in this hotel. "I miss my child so much, so I chose to stay close to the hotel, so that I can come back to take care of my baby as soon as I have time." Zhang Yuanyuan told reporters that as a mother who is still breastfeeding, this is what she can think of. Balanced work and the optimal solution of the family.

Why do you choose an apartment or a residential house? "Because it is safer, more comfortable, and more worrying." Zhang Yuanyuan said that she was very cautious about "choosing a house" and inspected almost all the residential communities, apartments and hotels around. Check in this hotel with mother. In addition to the overall environment of the hotel, the layout, lighting, storage space, and complete laundry and drying facilities of the guest rooms are also impressed by the gym that moves her.

"Actually, from the perspective of the price alone, long -term rental hotels are still more expensive than renting an ordinary apartment. But for me, the cost -effectiveness of living in hotels is higher." Zhangyuanyuan has calculated a account privately, and long -term rental hotels are saved. Extra cleansing costs, water and electricity costs, fitness fees, and the rent is ended in January. The rent is flexible. You don't have to "borrow one payment" like renting a house. What's more, the hotel's service is not only standardized, but also temperature. Now the eldest sister who has been from the store manager to the cleaning room has helped her take care of her children. The children grow up happily under everyone's care.

"Many young people will feel lonely now, especially those post -90s and post -00s who are far away from their parents to work hard to work in other cities. They need to be taken care of in their lives. "When analyzing why young people are willing to rent a hotel, a businessman said.

"Suddenly it rains outside, do we need to help you close the window of the room? If you are raining when you come back at night, we will go to the intersection to pick you up." In the afternoon of a working day, Mr. Shen, who was preparing to meet, received The WeChat sent by the hotel manager he had rented in a long time suddenly felt warm.

Mr. Shen has lived in Zijin East Street Store in Changzhi Plaza, Changzhi, Shanxi. Frequent overtime and frequent business trips is his working state. Help him put the hot breakfast on the table, help him print and organize the documents late at night, help him pack the luggage on business trips in advance, and help him tell him the preference of the stay in advance in advance. Check in ... Mr. Shen said that he was used to being taken care of by the manager.

"At present, the hotel's long -term rental guests are mainly corporate protocol guests and younger scattered customers. Their age is concentrated at 25-35 years old, and women account for high proportion. These guests have high requirements for cleaning and privacy safety of the guest rooms. In fact, some people in the long -term rental hotel also need to travel around or participate in the training for a long time. For them, for them for a few months of living in different places, re -buying bedding and living necessities are not as good as living in the hotel. Convenience. "A hotel group's relevant person in charge summed up when a portrait of the hotel's long tenants.

However, during the interview, the reporter noticed that young people who were unwilling to rent a hotel had more attention in addition to price reasons.

Mr. Kong, who has been working in Beijing for two years after graduation, told reporters that although living in the hotel is convenient, he is still willing to rent an apartment. Otherwise, he always feels that he is a guest in the shop. Time entertaining friends to sit at home.

"It is okay to live in the hotel in a short time, such as traveling on a business trip, or if you can't find a suitable house if you change your job temporarily. But after a long time, I still can't accept it. Zhou Fang, who came to work in Beijing, told reporters that in addition to those in the cafeteria in those units, otherwise, if you want to rent a hotel, you need to have a "iron stomach" that can eat takeaway every day.

The reporter noticed that most of the young people are now favored by limited service hotels. There are no supporting kitchen facilities, and there is no way to provide lunch and dinner. It can be used in refrigerators and microwave ovens. Essence In addition, space cramped is also a pain point for long -term rental hotels. The room area of ​​a middle -end hotel is about 20-30 square meters, and there is a small wardrobe. If you are a person with a lot of luggage, you can only rent a mini warehouse near the hotel and pack some luggage in.

Of course, everything has two sides. From the perspective of the industry, the industry cares about whether these consumer demand of long -term rental guests can make hotels break through in traditional business. If this business really does better and better, then the pain points mentioned by the guests who are not "hotel party" require the hotel to find a way to solve it.

Whether the income can be maximized

"From the recent business data of thousands of stores across the country, long -term rental business has not yet become the main force of raising hotel revenue. Compared with the same period last year, the income of this part of business has not increased very significantly." A one The industry who worked at a hotel group revealed to reporters. The reason, the analyst of this industry is the first place. The hotels that can develop such business well are generally adjacent to hospitals, schools, and business office buildings, because "long rent" in these areas is just needed. For hotels located in scenic spots, commercial blocks, or poor residential areas, long -term rental business does not have much attractiveness and market competitiveness.

"Compared with the daily rental house, the hotel's long -term rental income is relatively low." Mr. Guo, the manager of a limited service hotel in Shanghai, admits to reporters that the hotel he operates is located in the business district. If it is not affected by the epidemic, one year There are very few off -season. As long as the income management is done well, the average house price of a guest room can reach 400 yuan. However, in the face of the market that has not been recovered, the hotel takes 20%of the rooms as long -term rental houses. However, Mr. Guo is very clear in his heart. For guests with long -term rental, the longer the rental period, the more discounts. Therefore, the rent given by the hotel is generally 7-8 % of the normal check -in price. If there is a guest who can pay a year's room fee, you can even get a 50 % discount.

"But this is half a profit for the hotel. The key is that our service cannot be halved." Mr. Guo told reporters that in order to take care of these guests, the hotel usually comes with rich breakfast. Coffee is also free of charge every day. The cost consumed by regular rooms cleaning and replacement of cloth grass is comparable to the daily rental houses. "Now some experienced guests will directly propose to the hotel when renting long -term rental, arranging them with good lighting, far from the elevator, and comfortable and quiet. After this type of room type is restored in the business travel market, it is also the best daily rental house for sales. Once the product is rented out, the space for income management will become smaller. "Mr. Guo said.

"From the perspective of income management, the hotel is aimed at maximizing daily income." The hotel income management expert ancestor Changsheng analyzed that when the hotel is managed, the price of the customer is dynamic. Demand changes change. Of course, at the moment when the epidemic affects the market that has not been fully recovered, a certain percentage of long -term tenants can ensure that the hotel has a stable cash flow. But once the market is restored, if the proportion of long -term rental houses is too high, it may lead to a higher market loss.

How many proportion of guest rooms should be used for hotels to do long -term rental to achieve the optimal "length" mix. Several operators believe that they still need to be determined through income management. Xia Zifan, a senior hotel management expert, said: "How many rooms to use the hotel to do long -term rental are not static. At this stage, as long as the price is appropriate, the profit is moderate, and there are no other projects with higher profits. The proportion of long -term rental houses can be more. If the market returns to the level before the epidemic, the proportion of long -term rental and daily rental needs to be adjusted. "

"We will make a dynamic price adjustment according to market demand." Cao Guanghui, the manager of the store store of the Beijing Sanyuanqiao National Exhibition Center, told reporters that in addition to a small number of business signing guests to pay long -term rental fees, most long -term rental guests are the monthly ending. Or half a month. The hotel will negotiate price adjustment with long -term rental guests according to the market situation of the month.

"Our long -term rental service has been launched for more than two years. At present, this industry can help hotels to obtain stable customer sources and replenish revenue." In the first brigade Rulai Hotel Group Business and Travel Service Department, Wu Guofeng, in an interview with our reporter, interviewed by our reporter It is said that under the impact of the epidemic, for business -oriented limited service hotels, the combination of length is the maximum market model. Although the price of long -term rental products will be lower than the daily rental house, it is stable in income and is a beneficial supplement for conventional businesses, especially in the off -season.

The reporter noticed that it was not just the first brigade Hotel Group on the official website and the OTA platform. Recently, Yaduo Group also announced that the national long -term rental APP was launched, covering all the brands of Yaduo's brands in some regions.

"Previously, the hotel has always had a long -term rental business, but it has not been formed. After the local epidemic in many places this year, the hotel's peace of mind has been recognized by the target customer group. Many guests expressed the needs of long -term rental houses. It can be said that it can This time Yado's long -term rental business was launched for the current market demand. Moreover, as far as our group is concerned, the benefits of long -term rental houses have indeed replenished the current hotel revenue. "The relevant person in charge of Yaduo Group said Essence

"In the case of a relatively sluggish hotel market in the country, the hotel's long -term rental model gradually entered the public's vision due to its better adaptability. Zhai Xiangkun, deputy director and secretary -general of the School of Culture and Tourism Policy Research Center of Relations, believes.

How to do long -term business

Some people say that the hotel's current increase of the rental director's rent is a new singing of the "old song". In the current market environment, it is necessary. But what kind of hotel can make long -term rental business? How to grasp the prospect of this business?

During the interview, most industry operators believed that long -term rental business played a role in the rental rate and the source of the customer, and could not be missed easily. "We can use preferential prices to attract some high -quality guests, especially young people who are willing to rent hotels. Most of them are those who are pursuing the quality of life. This part of the crowd is our target customer group." Cao Guanghui said. "There is a new consumption trend, and conditions with conditions should be grasped." In Xia Zifan's view, in addition to geographical location, apartment hotels are more suitable for developing long -term rental business. There is also a separate washing machine, which is more convenient for long tenants. Gu Xiaochun, the person in charge of the Hangzhou -Gai Travel Industry, also believes that the improvement of supporting facilities is the "threshold" of the hotel's expansion of long -term rent business.

In the interview, most operators have a cautious and optimistic judgment on the development of the hotel's long -term rental market. Some operators believe that with the changes in consumer group thinking and the new trends of modern enterprise talents and long -range operations, the future long -term rental business will rise significantly. Although it is not a mainstream source, it can become an indispensable for the hotel accommodation operations. part. However, how to make the market requires a careful consideration.

The reporter learned that in order to attract long -term rental customers, hotels near a university in Beijing have started to transform the room, such as adding facilities such as hood, induction cooker, washing machine, and the hotel designed a female exclusive floor to make the decoration of the room more in line with Women's aesthetics and so on. Other hotels use some of the empty venues to expand the area of ​​the laundry room, add room for drying and ironing clothes, and equipped with long -term rental guests. The "small kitchen" that guests can use can be used.

"To do a good job of long -term rental business, the hotel needs to carefully analyze the daily living model, lifestyle, consumption behavior, and the age occupation of the guests, the motivation of rental, etc., so as to do a good job of service." Beijing Second Foreign Language Institute Travel Traveling Li Bin, deputy dean of the School of Science.

From the perspective of Zu Changsheng, long -term rental guests may be lower than ordinary guests, such as the frequency of cleaning and grass replacement in the room, but they need the hotel to provide meticulous care in life. "Services related to home life are more important for guests. Carefully observe the life preferences of long -term rental guests and help guests do logistical support, so as to better gain the trust of guests and stabilize the source of customers."

Li Bin suggested that hotels can arrange a series of theme social activities, such as organizing cycling and outing to achieve deeper communication and interaction with guests.

Of course, in addition to the product and service design of long -term rental houses, the hotel must also do a good job of pricing management. "The pricing factors are very critical. Today, young people value the price -performance ratio. The hotel must do a good job of market research, comprehensively consider the monthly rent price of nearby apartments, and use the cost of the house to estimate the price of the room and launch related preferential measures." A industry reminder reminded road.

Today, many hotels have paid attention to the diversified consumer demand of the customer group when developing long -term rental business. "We found that due to the impact of the epidemic, the number of guests who chose medium and long -term rental increased significantly. In the future, Rulai will continue to develop medium and long -term rental modules as a normalized business." Said Guo Guofeng.

"I have to say that long -term rental houses are related to the influence of the epidemic, but from the survey data, the demand of long -term rental hotels will exist for a long time, so this business will continue. Adjustment. "The relevant person in charge of Yaduo Group said:" We have optimized housekeeper services, free laundry and ironing, 24 -hour free fitness, book borrowing and other items, hoping to win the trust of more guests. "

Of course, if the hotel's long -term rental business wants to "sing" a new song, it is necessary to further expand the profitable space, including optimizing resource allocation and expanding agency business. "The epidemic changes not only the market, but also people's consumption concepts. Many people choose long -term rental hotels, not simply because of low rent and convenient life, but also under the prevention and control of the normalized epidemic. Space. In fact, every little change in the hotel may increase the repurchase rate of guests. "Xia Zifan said.

"Long rental is a relatively large track that is worthy of in -depth exploration of the hotel. Putting the vision far away, making the market more tolerant, helping guests find a balance between comfort and price Prepare to rebound, what should be done in the hotel, "said Li Baiwen, a professor at the School of Tourism, Beijing United University. (Author: Chief Reporter of China Tourism News Wang Wei Professor Tang Bonnon; Editor: Cao Xuewen)

- END -