An unexpected epidemic disrupted the development rhythm of the tourism, homestay and other industries at an unexpected speed and scale. The original Chinese New Year stall that was hard to find in a blink of an eye became a monk in the blink of an eye, and many landlords received orders from them. Impacted to varying degrees. But everything has two sides, this epidemic may not be an opportunity for the phoenix nirvana for the homestay industry.
On the one hand, after this period, there will be”retaliatory consumption”, and the hotel industry will usher in”blowout” consumption. This rebound can be Reach 2-3 times the normal consumption.
On the other hand, the overall environment and safety and health awareness of the homestay industry will make rapid progress, and the overall standard of the homestay industry will be greatly improved. Promote the quality upgrade of the industry. After the epidemic, the following seven major trends are expected in the homestay market in 2020.
Safety and standardization enhancements
During the epidemic, including the elimination of food hygiene hazards, identification of mask effectiveness, safety precautions for alcohol disinfection, etc. Awareness has been popularized in all aspects, and these impacts will be reflected in the forthcoming industry policies in various places, thereby improving the overall industry safety and standardization planning.
In December 2019, the Beijing Municipal Bureau of Culture and Tourism issued the”Guiding Opinions on Promoting the Development of Country Guest Houses” and the”Promotion Plan for the Pilot Work on the Construction of Beijing Suburb Boutique Hotels” It is required that the operators of rural guesthouses shall apply for”one license, two licenses, and one system” according to law, that is, business licenses, public place health licenses, food business licenses (such as operating catering), and installation and use of information collection systems by public security agencies. It not only solves the problem of the identity of the previous homestays in the”grey area”, but also clarifies the business subjects, ecological environment, public safety, employees, and standardized operations of rural homestays, and promotes the improvement of homestays to standardized supporting facilities.
In the long run, other provinces and cities will inevitably launch similar guidelines to regulate and guide the development of the local bed and breakfast industry. On the basis of retaining the personalized characteristics of the homestay, standardize the industry’s universal standards and improve the basic attributes of the homestay. This approach also partially refers to the self-regulatory code of conduct of the industry’s leading companies.
In 2017, Wooden Bird B & B took the lead in proposing the concept of Four Wooden Houses. From the room’s software and hardware facilities to the landlord’s service, it benchmarked four-star hotels. Biying and Tujia B & B respectively launched their preferred listings on their platforms to provide users with higher standards of B & B services. This has further raised the barriers to entry for the homestay industry. The combination of safety/hygiene standards in the hotel industry and personalized recommendations for the homestay industry will become a common game for the homestay industry in the future.
Offline operations are more standardized
On the property supply side, in addition to individual or institutional landlords, there are also some self-operated or agency-operated listings on the platform, collectively referred to as offline property operations. For some landlords unfamiliar with the industry, limited time and energy, lack of management capabilities, etc., provide systematic service support, including but not limited to linen, house maintenance/cleaning, channel management, service optimization and other content. In view of the large proportion of service-oriented work in offline real estate operations, it is difficult to use Ruixing’s rapid growth model for simple replication and large-scale store openings.
An evidenced example is that the economic hotel management company OYO, which does not collect franchise fees as its core selling point, has recently withdrawn after undergoing a short-term large-scale expansion. In more than 200 cities around the world, business has shrunk sharply, and with it comes layoffs, reduced listings, reduced management and sales costs, and cancellation of guarantees for franchise stores. It can be seen that stable expansion is the current optimal solution under the premise of ensuring service quality. Among them, offline operation service brands that have performed well in this epidemic will gain more favor from landlords.
Smart overweight, technological advancement
At the current stage of minimizing the flow of people out, the smart devices that can remotely control and manage the homestay have played a positive role of demonstration, effectively avoiding This reduces the risk of cross-infection and facilitates landlord management. Face-opening, intelligently adjusting room temperature, remotely controlling appliances … The concept of smart home is not new. Internet companies such as Ali, Huawei, Xiaomi, and Apple have been involved as far back as 2014. The Strategy Analytics research report predicts that the smart home market will grow to US $ 157 billion by 2023, which is basically equivalent to a trillion-yuan broad market.
But the real opportunity for it to land and be promoted on a large scale is due to the continuous improvement of AI and the large-scale rise of homestays. The continuous improvement of AI has brought about the upgrade of the”brain” of smart homes, making it faster to respond and more humane. The large-scale rise of homestays has provided a sufficient amount of”model rooms” and”feedback data” for the landing of smart homes. After all, in the current environment, letting individuals undertake the transformation of a full set of smart homes is not an inexpensive item. Things. At present, consumer smart door locks, smart cameras, smart speakers, projectors, and remote intelligent control are the key nodes in the hotel industry with the strongest demand, and AR, VR and other devices have also shown rapid growth momentum, and New”black technologies” are constantly participating.
In December 2019, Wooden Bird B & B announced a strategic cooperation with Jingdong Xiaobai Credit Leasing Platform Jingxiao Rental. On the one hand, it provides accommodation credit support for both residents and landlords; on the other hand, when blockchain technology is applied to the homestay scene, the lease agreement, order data, and lease process data between users and merchants will achieve & # 34; On the chain & # 34; to ensure timely resolution of disputes in the leasing process. With the further maturity of AI technology in the future, the cost of smart homes will continue to fall, or it will become the”standard” for the homestay industry.
The proportion of overseas listings has increased
With the improvement of people’s living standards, the consumption level and willingness to consume have increased significantly. The proportion of overseas tourism has continued to increase. Accommodation needs are also more urgent. Data from the State Administration of Foreign Exchange indicate that in the first half of 2019 alone, China ’s overseas travel expenditures reached US $ 127.5 billion, with over 50% of travel expenditures occurring in Asia. After the outbreak in Wuhan, blowout “retaliatory” consumption will also further promote the expansion of overseas listings of major homestay booking platforms.
At the same time, the consumption structure of overseas spending has changed from a dominant“ shopping ”in the past few years to“ shopping, studying abroad, medical treatment. , Accommodation, catering, etc.” Domestic bed and breakfast booking platforms, including Tujia and Wooden Birds, are interested in creating new expansion plans for overseas property markets. On the one hand, they can meet the overseas accommodation needs of domestic bed and breakfast users, and on the other hand, they can optimize the type of their homes. Composition ratio to consolidate its own unique advantages.
Ice and snow season theme focus
Benefiting from the successful bid of the 2022 Winter Olympics, Beijing, Hebei, Heilongjiang and many other places have launched industries Multiple good news such as cooperation, key promotion and policy support. Zhangjiakou compiled the”Zhangjiakou City Air Quality Improvement Plan Implementation Plan (Blue Sky Action Plan 2016-2022)”, the average PM2.5 concentration in the city dropped to 25 micrograms per cubic meter in 2019, and the air quality improvement of the Winter Olympics in 2022 was achieved two years in advance aims. Heilongjiang strongly supports the construction of Harbin and Qiqihar ice and snow industrial parks, focusing on building the ice and snow industry represented by sports and leisure towns and sports complexes.
With a lot of efforts, the number of snow-themed activities in related areas has increased significantly, and it has also promoted the large-scale expansion of snow-season-themed homestays. And construction, after a year of precipitation and construction cycle, around 2022 the hotel industry will usher in a major outbreak of the theme of the ice season.
Increased cross-border/IP cooperation
For the hospitality industry, whether it ’s petty bourgeois feelings of “picking chrysanthemums under the fence, seeing Nanshan leisurely,” or with dreams, parent-child The personalized theme room of the plot, the homestay naturally comes with a”protagonist halo”, and the degree of joint promotion with all walks of life is very high. This resulted in a large number of rich-themed rooms, such as the two-dimensional theme rooms with the theme of Mickey and the Black Cat Sheriff, the art trip theme rooms with the theme of waves and museums, and slides and wedding dresses. , Hanfu, flamingo, snow season and other themed theme room, the theme of the League of Legends, the fifth personality and other games theme room, the theme of Lego and other corporate cooperation theme room and so on.
For users, the various themed rooms increase the sense of freshness and surprise during the stay;
For landlords, new and novel theme houses with higher decoration yield more benefits and can effectively control the vacancy rate during off-seasons;
For brands, the effect of brand exposure in confined spaces is more direct, and It is naturally exclusive;
For a homestay booking platform, a higher-quality themed room can attract more young users and landlords to join, increasing its own market voice.
The number of post-90s young users on the wooden bird booking platform has reached 48%, and the post-00s account for more than 20%. This proportion is still rising.
It is expected that similar theme rooms will continue to be introduced in the next few years. This is good news for all parties. This is a multi-win situation.
Closer integration with short videos
It ’s as if a bowl of wine has brought red to Xi’an, and Miss Tumbler has brought Red Tang to the city. Young users are Love in the form of short videos and live broadcasts has continued unabated. E-commerce live broadcasters, represented by Li Jiaqi and Wei Ya, have come out of the circle, and consumers who have not contacted e-commerce live broadcast have heard their names more or less. Grass-grass platforms such as Xiaohongshu have also increased their live broadcast and short video fields. Mushroom Street’s public financial report data shows that its live broadcast business GMV reached 1.629 billion yuan, an increase of 115.2% year-on-year, which is twice the same period last year.
Personalized homestays are either because of their good looks, or because the hosts are hospitable, or because they are digging up hills and catching sea The unique experience of the fish, combined with short videos, led to a variety of cooperation forms such as test sleep, visiting the store, and checking in, which not only satisfied the freshness and curiosity of young users, but also planted seeds to stimulate consumption and established A virtuous cycle mechanism of”grass-pulling”.
Especially during the epidemic, online communication increased, and new media forms such as short videos and live conference broadcasts were popularized in many areas such as homestays and education, further expanding the audience The base number also allows more potential users to understand, accept and start experimenting with short videos and other forms, which is also a good thing for the hospitality industry.
The industry is changing with each passing day,”black technology” is also emerging, and there will be more shining points for mining in the future. Although the current epidemic has had a certain impact on the development of the hospitality industry, it is certain that as long as we are united in our hearts, the difficulties in front of us will be overcome by us. Working together to survive this wave, the hospitality industry will flourish.