Deng Honghui, deputy editor-in-chief of Southern Finance and Economics All Media Group and editor-in-chief of 21st Century Newspaper

Deng Honghui, deputy editor-in-chief of Southern Finance and Economics All Media Group and editor-in-chief of the 21st Century Newspaper Department, said at the forum that although many tourism operators feel that this year's operations are more difficult than last year, the accommodation industry is still recovering tenaciously amid constant response. The epidemic has changed people's needs and forced the development of the industry. The tourism and accommodation industry needs to provide more diverse categories for the changing market.

Seeking change amid changes

As the first year of the "14th Five-Year Plan", the domestic accommodation industry has experienced another year of normalization of the epidemic in 2021. According to statistics released by the Ministry of Culture and Tourism, in the first three quarters of this year, the total number of domestic tourists was 2.689 billion, returning to 58.5% of the same period in 2019. Total domestic tourism consumption was 2.37 trillion yuan, returning to 54.4% of the same period in 2019.

In the face of repeated epidemics this year, the domestic accommodation industry is still stubbornly seeking change amid uncertainty.

Yang Honghao, director of the Industrial Research Institute of the China Tourism Academy, pointed out at the forum that my country's construction of a "dual circulation" economic development pattern has a profound impact on the development of the accommodation industry. Not only have the demand side, tourists 'consumption preferences and consumption habits changed, but the industrial pattern of the accommodation industry has also changed, and the top benefits have been strengthened.

Based on the current changes in the environment and the hotel industry, Yang Honghao made several judgments on the strategic layout of the hotel industry. First of all, the dual-cycle economic pattern is dominated by the domestic cycle, so the focus of my country's accommodation market will shift to the domestic market. After the market structure and focus shift, innovation must be carried out in accommodation formats. Secondly, as the development model changes, the focus of the hotel industry will return to the operation and management of the hotel itself. Third, the hotel industry must actively fulfill its social responsibilities and take into account both internal and external issues; fourth, regarding the sinking and internationalization of the market, on the one hand, the hotel industry must sink, sinking into third-and fourth-tier cities and even into communities. On the other hand, it is still necessary to carry out international development and go global.

Zhang Xiaoqiang, Vice President of Jinjiang International Group, Chairman of Jinjiang Hotel, and Chairman of Jinjiang Hotel (China)

Zhang Xiaoqiang, Vice President of Jinjiang International Group, Chairman of Jinjiang Hotels, and Chairman of Jinjiang Hotels (China), shared the theme of "Looking for New Motives-Jinjiang Practice Driven by Innovation", and shared the need for current hotel companies to drive development in an environment full of uncertainty. He mentioned that this year is the 20th year of China's accession to the WTO. If there had been no epidemic, these 20 years would have been 20 years in which foreign-funded, private and state-owned hotel companies had all flourished.

However, the epidemic has changed the status quo and put the hotel industry in severe shocks."We are not only facing falling profits and dangerous situations, but also facing the inability of growth and innovation." Zhang Xiaoqiang described that in the past 20 years, the development of the hotel industry has pressed the fast forward button and ushered in rapid growth like a horse race. However, the epidemic has pressed everything on the slow forward button or even the stagnation button. Although it is difficult, this is the status quo.

However, on the other hand, Zhang Xiaoqiang also said that the epidemic has caused the hotel industry to rethink. The original model, experience, operations, and products are actually unable to adapt to new consumer needs. It is not easy to find growth amidst uncertainty, and the answer given by Jinjiang is "innovation".

Sun Jian, General Manager of BTG Home Inns Group

As a senior practitioner in the domestic hotel industry, Sun Jian, general manager of BTG Home Inns Hotels Group, shared the transformation path of the domestic hotel industry in the second half of the post-epidemic era. In his view, exploring transformation is the next vane for the hotel industry. In the first half, hotel groups won the competitive landscape by virtue of their speed and scale. But in the second half of the transformation battle, the hotel industry needs to do "specialized and detailed" work in a professional and precise direction.

In this regard, Sun Jian believes that in this transformation and change, the hotel industry should proceed from an innovation perspective and focus on four aspects: models, products, space and users.

Qian Jiannong, Chairman and CEO of Star Tourism Culture Group

In the impression of Qian Jiannong, chairman and CEO of Fosun Tourism Culture Group, the emergence of budget and business hotels is constantly enriching the categories on the supply side. However, the supply of holiday-type categories is still in short supply. Qian Jiannong pointed out that the reason why Fosun Travel and Cultural Services chose the vacation industry in the layout of the accommodation industry is closely related to the overall environment of China's accommodation industry."First, structural adjustment. China's accommodation industry, whether it is a single business format or its own business format, will definitely eliminate poor production capacity, and this challenge is long-term; The second is the recovery of consumption. How will the consumer market recover in the future, and what is the trend of consumption during the recovery process? This will pose a major challenge to the future development of our accommodation industry."

Qian Jiannong said that as the tourism industry of various countries gradually enters the recovery channel, especially since China is in a leading position in the recovery process, the future development of the entire tourism industry still has huge prospects. Especially for the accommodation industry, consumption upgrades and changes in levels are giving rise to the diversified development of the accommodation industry.

Despite the repeated impact of the epidemic, China's accommodation industry is at the forefront of the world's recovery. In China's accommodation market in the post-epidemic era, leading international hotel companies are also sparing no effort to seek support points for future development.

Qian Jin, President of Hilton Greater China and Mongolia

Qian Jin, president of Hilton Greater China and Mongolia, believes that "people often say that 'the only thing that remains unchanged is change itself'. What is foreseeable is that under the dividends of national policies and in the post-epidemic era, in order to normalize, understand the market, Anti-risk and understanding talents are the basic requirements of the times for the development of international hotel groups in China, and will also be a window for China to showcase its services to the world. In the new era, I am full of expectations for the future of the hotel industry. I believe that everyone, like me, has their own goals and determinations to meet new trends and challenges together."

Qian Jin said that international hotel groups must be closely connected with Chinese consumers to achieve great development. They should always remain highly sensitive to the Chinese market and Chinese consumers in order to move forward at a high speed and steadily on the right track.

Seeking new momentum for development

Since the beginning of this year, the domestic epidemic has experienced partial recurrence. What the accommodation industry has waited for is not the normal operation but the normalization of the epidemic.

Liu Yaning, director and vice president of Diaoyutai MGM Group, is firmly optimistic about the development prospects of the domestic hotel industry."First, although the epidemic is serious, it will not affect the fundamentals of high-end hotels in China; second, China's hotel industry, especially high-end hotels, needs to 'break the ring'."

In fact, taking advantage of the epidemic, the demand structure of the domestic hotel industry has also undergone changes. Chinese people who are unable to go abroad for vacations in the short term have begun to turn to the domestic market, giving China's luxury hotel industry new impetus under the epidemic. Regarding the "breaking circle" path of mid-to-high-end hotels, Liu Yaning mentioned that the key to scale is cost control, and the key to differentiation is value creation, but this is not independent. Value creation is done well enough and quality adsorption is strong enough to produce a spiral rise.

According to Tang Jia, vice president of marketing for Asia Pacific at Rishi Hotel Management Group, the accommodation industry can be injected with more rich connotations. The meaning of "X" in "Accommodation +X" includes rich contents such as people, food, culture, wild luxury, customs, beliefs, history and inheritance.

"For some destinations, our promotion of this destination may be as important as the tourism board. I hope it will not only bring benefits to the hotel, but also bring equal returns to the local tourism bureau, local people, including owners and investors, forming a win-win situation." Tang Jia said that "accommodation +X" is not a complete increase in the hotel, but rather allows guests to truly like the difference created by the hotel and the deep resonance with local culture.

As an important branch of the accommodation industry, the B & B industry has experienced development fluctuations in recent years like a "roller coaster". "Accommodation is not just accommodation. It is a school based on local nature education, combining a small accommodation space with a natural education school." Zhu Shengxuan, founder of Rural Companion Cultural Tourism, opened up a depression for the development of the accommodation industry from rural areas."B & Bs are the window that opens the countryside to reactivate and bring back young people."

Since the outbreak of the epidemic in 2020, the supply side of the domestic accommodation industry has ushered in a change. When some individual hotels have been cleared and the market concentration has moved closer to the top companies, the domestic hotel industry has also entered the "big competition" era among major brands. In this context, for hotel groups, changes from the supply side will become the core theme for the future development of the hotel industry under the normalization of the epidemic. Among them, hotel groups need to focus on brand, business format, technology and other aspects in order to welcome new changes. For hotel owners, with the normalization of the epidemic, new investment outlets in the hotel industry have emerged. Different brand positioning, different business models, and different return on investment expectations will determine the owner's choice of hotel investment.

Although the epidemic has severely affected the tourism industry, the investment transaction volume of the hotel industry this year is close to the 2019 figure. In the Asia-Pacific region, China's hotel transaction volume surpassed Japan for the first time, indicating that my country's hotel investors are still entering the market.

21st Century Accommodation Industry Summit Forum (2021) Roundtable Dialogue

Tang Ming, chairman and president of Shanghai Shimao Hotel Management Co., Ltd. and president of Shimao Star Hotels Group, said that 2022 will be a year with frequent hotel asset transactions in China, and it will also be the year when hotel asset management officially starts. Tang Ming believes that hotel owners not only value the premium ability that international management companies bring to the brand, but also look at its innovation and operation capabilities, as well as whether localization is good, which will be the focus of owners 'considerations. In addition to brand management in the future, owners pay more attention to the communication of the management company.

Jiang Bo, deputy general manager of Luneng Taishan Resort Club and general manager of East China Regional Hotel Asset Management Center, believes that as an owner, he will pay more attention to the fit with the project. "We don't pay attention to the degree of cooperation with us, but more to achieve a win-win situation and achieve a mechanism for mutual restraint between the two parties. Therefore, in the process of selecting a management company, we don't have to hide it, nor do we deliberately avoid differences between the two parties. Gentlemen are harmonious but different. Our ultimate goal is to come together, know where we are win-win, and understand how both sides can reach the same goal."

Zhang Ye, vice president of Sunac Cultural Tourism Group, pointed out that hotels are part of the entire cultural tourism industry. There will be commercial and themed entertainment to the outside world. The integration of multiple formats may be an important means to improve the hotel's return on investment. "We are facing a new era. Consumers have changed and consumer demand has changed. We must carry out reforms. If we don't change, consumers may use them as an alternative."

Zhu Xiaogang, president of Yongle Huazhu Hotel Management Co., Ltd., a representative of the hotel management company, concluded that during the past rapid development of the hotel industry, it has undoubtedly been promoted by real estate. For companies in each industry, the current environment should be regarded as the beginning, not the end, of a new cycle of new changes in business models and consumption models.

Who will spend the heavy honors?

Launch ceremony of the 18th "Golden Pillow" Hotel Awards

The launch ceremony of the 2021 (18th)"Golden Pillow" Hotel Awards was also grandly held at the forum. The event was initiated by "21st Century Business Herald" in 2004. With the development of China's hotel industry for 18 years, it has always been committed to discovering excellent samples, disseminating benchmark values, promoting industry changes, and exploring future directions. While well-known in the industry, it also has widespread popularity and credibility among business readers and high-tech groups. On the basis of using big data models to evaluate the true reputation of hotels as always, this year's "Golden Pillow" Hotel Awards specially added a "Smart Hotel Case" to select hotels 'excellent practices in using digital technology to improve operational efficiency and consumer experience., provide more reference for hotel operators and consumers. It is reported that nearly 90 honors, including hotel groups, hotel management companies, hotel brands, hotel owners, individual hotels, etc., were grandly announced, demonstrating the role model that leads China's accommodation industry to continue to move forward under the new normal of the epidemic.

Attachment: Shortlist for the 18th "Golden Pillow" Hotel Awards

1. Comprehensive Main Awards

A. Hotel Figures

·2021 China's Hospitality Industry Leader 2021 Best Leader in China's Hospitality Industry

Zhang Xiaoqiang Vice President of Jinjiang International Group, Chairman of Jinjiang Hotel, Chairman of Jinjiang Hotel (China)

Mr. Zhang Xiaoqiang Vice president of Jinjiang International Group, chairman of JinJiang Hotels and chairman of JinJiang Hotels China Region

Sun Jian General Manager of Home Inns Hotels Group

Mr. Sun Jian General Manager, BTG HOMEINNS Hotels (Group) Co., Ltd.

Qian Jin, President of Hilton Greater China and Mongolia

Mr. Jin Qian Area President, Hilton Greater China and Mongolia

Tang Ming, President of Shimao Xida Hotels Group

Mr. Tyrone Tang President, Shimao Star Hotels Group

·2021 China's Best Hotel Manager of the Year 2021

Zhuang Jierui General Manager of W Hotel on the Bund Shanghai

Mr. Jerry John General Manager, W Shanghai – The Bund

General Manager of Guanfei Club Med Joyview Anji Resort

Mr. George Edward General Manager, Club Med Joyview Anji Resort

Zhang Kun General Manager of Haining Kaiyuan Famous Capital Hotel

Mr. Kenny Zhang General Manager, Grand New Century Hotel Haining

General Manager of Hilton Zhoushan Hotel

Ms. Kathy Ma General Manager, Hilton Zhoushan

Li Hong General Manager of Wuhan Liantou Peninsula Hotel

Ms. Grace Li General Manager, Liantou Peninsula Hotel & Resort

B. Hotel Group/Management Company/Hotel Owners/Hotel Brands Hotel Groups, Management Companies, Owners Brands

·2021 China's Most Popular Hotel Group

Marriott International

Huazhu Group

Wyndham Hotels Resorts

·2021 China's Most Investment-worthy Hotel Management Company 2021

New Century Hotels Resorts

Dossen Group

Wanda Hotels Resorts

·2021 China's Most Popular Hotel Brand 2021

Club Med

LUX* Resorts and Hotels

Borui Primus

·2021 China's Most Popular Serviced Residence Brand 2021

Ascott

C. Individual Hotels

·2021 China's Most Popular Business Hotel 2021

The Ritz-Carlton, Beijing

JW Marriott Hotel Chengdu

InterContinental Shanghai Ruijin

Four Seasons Hotel Shenzhen

Kerry Hotel Pudong, Shanghai

InterContinental Century City Chengdu

Hilton Suzhou

Hyatt Regency Wuhan Optics Valley

·2021 China's Most Popular Resort Hotel 2021

Fuchun Mountain Resort Fuchun Resort

Shapotou Desert Star Hotel

Emei Mountain Blue Jizhuang Hotel JZ Hotel

Huzhou Giraffe Manor GIRAFFE MANOR

South Taihu Villa Hotel SOUTH Taihu

Hotels near InterContinental Xishuangbanna Resort

Hilton Linzhi Resort

Hangzhou Fuchun Kaiyuan Fangcao Village Hotel Wonderland Resort, Hangzhou

Dalian Hilton Dalian Golden Pebble Beach Resort

·2021 China's Best Newly Opened Hotel 2021 China's Best Newly Opened Hotel

The Londoner Hotel

Club Med Lijiang Resort Club Med Lijiang

W Hotel Changsha

Hilton Shanghai Songjiang Guangfulin

Mumian Beijing Daxing International Airport

Shangri-La Shougang Park, Beijing

Qingdao Haitian Hotel

Wenzhou Marriott Hotel

·2021 China's Best Luxury Hotel 2021 China's Best Luxury Hotel

Wanda Reign on the Bund

Guiyang Maison Albar Hotels Guiyang

Regent Chongqing

W Hotel Suzhou

W Shanghai-The Bund

·2021 China's Best Design Hotel 2021 China's Best Design Hotel

Rosewood Beijing

Diaoyutai Boutique Hotel Chengdu

·2021 China's Best Service Hotel 2021 China's Best Service Hotel

Westlake State Guest House

The Ritz-Carlton, Tianjin

·2021 China's Best Parent-child Hotel 2021 China's Best Parent-child Hotel

Club Med Joyview Anji Resort

Yinrun Jinjiang Castle Hotel

·2021 China's Best Serviced Residence 2021

K11 ARTUS Residence

D. Smart Hotel Cases

·2021 Excellent Intelligence Application Case

Hanting Hotel--Hanting Hotel full-process digital operation service

Dali International Hotel--the first Fuzhibuke Future Hotel in Southwest China

2. Individual Specific Awards

A. Hotel Group/Management Company/Hotel Owners/Hotel Brands Hotel Groups, Management Companies, Owners Brands

·2021 China's Leading Hotel Group

JinJiang Hotels China Region

·2021 China's Outstanding National Hotel Management Company 2021

Risesun Hotel Management CO., Ltd., LTD.

·2021 China's Outstanding Upper Midscale Business Hotel Brand 2021 China's Outstanding Upper Midscale Business Hotel Brand

Hampton by Hilton

·2021 China's Outstanding Stylish Business Hotel Brand 2021 China's Outstanding Stylish Business Hotel Brand

Le Joy Hotel

·2021 China's Influential Business Hotel Brand 2021 China's Influential Business Hotel Brand

Vienna Hotel Vienna Hotel

·2021 Influential Midscale Foreign Hotel Brand 2021 Influential Midscale Foreign Hotel Brand

Kyriad Marvelous Hotel

·2021 China's Innovative Hotel Brand for Experience Space Design

Eeril Hotel

·2021 China's Most Influential National Hotel Brand 2021 China's Most Influential National Hotel Brand

HanTing Hotel

·2021 China's Influential Business Hotel Brand 2021 China's Influential Business Hotel Brand

Jinjiang Inn Jinjiang Inn

B. Individual Hotels

Business Hotels

·2021 China Outstanding MICE Hotel 2021 China's Outstanding MICE Hotel

Sheraton Grand Beijing Dongcheng Hotel

·2021 China's Outstanding Urban Cloud Hotel 2021 China's Outstanding City Skyline Hotel

The Langbo Chengdu,in The Unbound Collection by Hyatt

·China's Most Popular City Business Hotel in East China 2021

Shanghai Marriott Hotel Riverside

·2021 Outstanding Business Hotel in City Central Business District

Grand New Century Hotel Haining

·2021 The Most Attractive City Business Hotel 2021

Longyan JINGHUA FLIPORT HOTEL

·2021 China's Outstanding Airport Hotel of the Year 2021

Garden Lane Meilan Airport

Resort Hotels

·2021 China's Outstanding Theme Resort Hotel Cluster 2021 China's Outstanding Theme Resort Hotel Cluster

Oriental Salt Lake City Hotel Cluster

·2021 Best Garden Culture Resort Hotel in East China

Suzhou Tongli Lake Hotel Hilton Zhoushan

·2021 China's Outstanding Seaside Resort Hotel 2021

Hilton Zhoushan

·2021 China's Most Popular Coastal Resort Hotel in South China 2021

Wyndham Grand Plaza Royale Shuangyue Bay Huizhou

·2021 Outstanding New Travel Lifestyle Hotel 2021

Hilton Garden Inn Sanya

·2021 China's Outstanding Parent-child Resort Hotel

Liantou Peninsula Hotel Resort

·2021 China's Outstanding Parent-child Study Travel Hotel

New Century Resort Dazong Lake Yancheng

·2021 Selected Parent-child Resort 2021 Selected Parent-child Resort

Thousands of miles walking alone Lebei (Guilin Sunac International Tourism Resort Store) LE'BONNY

Newly Open Hotels

·2021 China's Outstanding Newly Open Business Hotel

Crowne Plaza Xiamen Jimei Seaview

·2021 China's Excellent Newly Opened Resort Hotel 2021

Courtyard by Marriott Liuzhou Sanjiang

Serviced Residences

·2021 The Most Expected Newly Opened Hotel in North China

Oakwood Hotel Apartment Daxing Beijing

(21st Century Economic Herald reporter Cao Enhui reporting from Shanghai)