在大会现场，季琦提出了中国酒店业三个"三个市场"的概念。他表示，从地域维度看，中国市场呈现出 鲜明的梯度特征：发达市场、省城市场和县域市场各具特色。县域市场的连锁化率不足，远低于全国平 均水平，发展空间巨大。"与此同时，这些市场的基础设施正在快速完善，消费升级趋势明显，为酒店 投资创造了良好的外部环境。" 从消费能力维度分析，奢侈消费、中产消费和平价消费三个市场并行发展。其中，中等收入群体已超过 4亿人，他们对于品质生活的追求推动着酒店业的高质量发展。"而出行成为人们最大的增量，新一代消 费者的需求更加多元化和个性化，他们不仅关注住宿的基本功能，更注重体验感和审美价值。" 从年龄结构维度观察，青年市场、中壮年市场和银发族市场呈现出截然不同的消费特征。季琦表 示，"特别是年轻一代消费者，他们在富足环境中成长，拥有良好的教育背景和开阔的国际视野，对酒 店产品有着更高的审美要求。这种代际变化正在深刻改变酒店业的竞争格局。"在此背景下，华住集团 正式发布全新品牌"全季大观"。 会上，华住集团创始人、董事长季琦表示，当前酒店行业正迎来前所未有的机遇叠加期。首先，存量市 场压力增大，推动资产回归投资本质，这为理性投资创造 ...

Core Insights - The core viewpoint of the article emphasizes the need for structural reforms in the Chinese hotel industry, focusing on three market dimensions and adhering to two sets of principles for high-quality development [1][4]. Group 1: Market Opportunities - The Chinese hotel industry benefits from a complete industrial system and excellent infrastructure, alongside a growing demand for quality living from the population [3]. - The hotel market should be understood through three dimensions: geographic (developed markets, provincial cities, and county markets), consumer segments (luxury, middle-class, and budget), and age demographics (youth, middle-aged, and seniors) [3][4]. - The county market shows significant potential due to lower chain rates compared to national averages, rapid infrastructure improvements, and notable consumption upgrades [3]. Group 2: Strategic Focus - The current state of the hotel industry reveals over 20 million rooms, ranking first globally, but faces challenges such as fragmentation and homogenization, with only 25% of hotels having over 40 rooms and a chain rate of 40% [4]. - New opportunities arise from existing pressures, including a return to investment fundamentals, brand-driven supply-side reforms, AI technology enhancements, and strong manufacturing support for cost-effective supply chains [4]. - The company emphasizes the importance of adhering to two sets of "three goods": investment aspects (good location, good rent, good product) and product aspects (good brand, good property, good quality) [4]. Group 3: Brand Development - The company has launched a new brand, "All Seasons Grand View," integrating Eastern aesthetics into travel experiences, aiming to elevate from hotels to lifestyle offerings [3]. - According to the 2025 ranking by HOTELS, the company ranks fourth globally, with its HanTing brand being the largest in scale and All Seasons ranked fourth [4]. - The company aims to lead with its brand strategy, promoting "Chinese service" globally and positioning hotels as essential spaces for a better life [4].

Core Viewpoint - The largest hotel group is expected to emerge from China, with significant opportunities in the supply-side reform of the hotel industry [1]. Group 1: Market Potential - As of 2024, the chain rate of hotels in China is projected to be 40%, compared to 72% in the U.S. and 44% in the EU, indicating substantial room for growth in China's hotel chain market [2]. - The hotel industry in China has considerable potential for growth, particularly in third and fourth-tier cities, despite a decrease in business travel and an increase in inbound tourism [3]. Group 2: Industry Dynamics - The current market pressure is increasing due to a growing stock market, but the county-level tourism market presents significant opportunities [3]. - Competition within the industry is seen as a norm, with appropriate competition driving continuous supply-side improvements [3]. Group 3: Company Strategy - Huazhu Group is enhancing its product matrix, recently launching the Haiyou fully self-service hotel, which has a construction cost of 57,100 yuan per room and a total investment of 3 million yuan for 45 rooms [3]. - The company aims to establish itself as a brand-centric organization, aspiring to become the foundational infrastructure of China's accommodation industry [3].

Core Insights - The founder and chairman of Huazhu Group, Ji Qi, expressed a strong bullish outlook on China's hotel industry, predicting that the largest hotel group will emerge from China in the future [2] - Ji Qi emphasized the need for supply-side reforms in the hotel industry, focusing on chain development, brand enhancement, and expansion into lower-tier markets [2] Industry Overview - The Chinese hotel industry faces a "large but weak" issue, characterized by a vast number of hotel rooms but a low percentage of large, chain hotels. As of December 31, 2024, there are over 340,000 hotels and more than 17.64 million rooms in China, with small hotels (fewer than 70 rooms) making up 48.09% of the total [2] - The chain hotel rate in China is 40.09%, significantly lower than the over 70% rate in the United States [2] Market Segmentation - Ji Qi categorized the Chinese market into three tiers: developed markets (first-tier and strong second-tier cities), provincial markets (second-tier cities), and county markets (third and fourth-tier cities), highlighting the significant growth potential in county markets due to low chain hotel rates [3] - The market is also segmented by consumer spending power into luxury, middle-class, and budget segments, with over 400 million middle-income individuals driving high-quality development in the hotel industry [3] - Age demographics are another segmentation factor, with distinct consumption characteristics among youth (18-35 years), middle-aged (36-59 years), and seniors (60 years and above), particularly noting the higher aesthetic demands of younger consumers [3] Opportunities and Trends - The industry is entering a period of overlapping opportunities, driven by increased market pressure, the return of assets to their investment essence, and the rise of franchise models [3] - AI technology is expected to enhance customer experience and operational efficiency, while a strong manufacturing base can provide high-quality, cost-effective supply chains [3] - The potential of county markets is significant, with lower reset costs for franchise hotels due to deflation and the new normal [3] Business Developments - Huazhu Group recently launched a new brand, "All Seasons Grand View," featuring a design that incorporates Eastern aesthetics [4] - The company introduced the "Haiyou Fully Self-Service Hotel," with a construction cost of 57,100 yuan per room and a total investment of approximately 3 million yuan for 45 rooms, achieving a human-to-room ratio of 0.1 [4] - Ji Qi previously indicated that the future growth of the hotel industry lies in the franchise model, moving away from traditional developer and landmark models [4] Company Performance - In the first half of 2025, Huazhu Group reported total revenue of 11.8 billion yuan, a year-on-year increase of 3.5%, and a net profit of approximately 2.4 billion yuan, up 41.2% [6] - Adjusted EBITDA for the same period was 3.8 billion yuan, reflecting a 9% year-on-year growth [6]

北京商报讯（记者 关子辰）10月31日，在2025年华住伙伴大会上，华住集团推出新品牌"全季大观"，该品牌在全季酒店成熟基础上，加入东方美学旅居场 景。今年恰逢华住集团成立二十周年，在2025年华住伙伴大会上，华住集团创始人、董事长季琦首次提出中国酒店业三个"三个市场"的概念，解构中国酒店 市场。 从消费能力维度分析，奢侈消费、中产消费和平价消费三个市场并行发展。其中，中等收入群体对于品质生活的追求推动着酒店业的高质量发展。值得注意 的是，出行成为人们最大的加法和增量，新一代消费者的需求更加多元化和个性化，他们不仅关注住宿的基本功能，更注重体验感和审美价值。 从年龄结构维度观察，青年市场（18-35岁）、中壮年市场（36-59岁）和银发族市场（60岁+）呈现出截然不同的消费特征。季琦认为，"特别是年轻一代消 费者，他们在富足环境中成长，拥有良好的教育背景和开阔的国际视野，对酒店产品有着更高的审美要求。这种代际变化正在深刻改变酒店业的竞争格 局。" 季琦表示，下一个20年，华住的目标很明确，要继续以品牌为主导，旗下品牌在每个细分市场都要做到数一数二，让"中国服务"响彻全球，要让酒店成为人 类重要的"美好空间"， ...

今年是华住集团成立20周年，2005年，华住从昆山火车站对面的第一家汉庭酒店做起，逐步发展成为全球第四位的酒店集团。目前，华住旗下汉庭酒店以 359475间客房成为世界规模第一品牌，全季酒店以325999间客房位列全球第四，旗下品牌已覆盖国民酒店、精选服务、生活方式、高端品牌到服务式公寓等 维度。 【大河财立方 记者 陈薇 文图】与盒马鲜生这样的零售企业转向三四线城市掘金相仿，酒店也希望到三四线城市掘金。 10月31日，华住集团创始人兼董事长季琦在今年华住伙伴大会表示，2024年中国酒店市场连锁化率约40%，未来连锁化商机依然很大，从一二线到三四线县 域市场都有潜力，尤其是三四线城市增长空间巨大。 责编:刘安琪 | 审校:李金雨 | 审核:李震 | 监审:古筝 而在需求端，目前会议商旅有所减少，但入境游明显增加，休闲旅游人气旺，再加上我国中等收入群体已超过4亿人，新一代消费者对品质生活的追求，让 他们不仅关注住宿的基本功能，更注重体验感和审美价值。 供需矛盾让国内酒店行业供给侧改革势在必行。在季琦看来，国内酒店变革将围绕从微房量到中房量、从单体到连锁、从星级到品牌、从大城市到县城、从 房地产配套到投资回报五个 ...

Core Insights - The Chinese county-level hotel market has significant potential, driven by factors such as a large population base, infrastructure development, and a growing tourism market, with supply-side reform being the biggest opportunity for the hotel industry in the future [1][3] Industry Overview - The chain rate of the Chinese hotel market is projected to be around 40% in 2024, indicating substantial opportunities for growth in the chain hotel sector, particularly in third and fourth-tier cities [3] - The hotel industry is experiencing a shift from simple expansion to focusing on high-cost performance hotels, including mid-range and tech-integrated self-service hotels, to provide better emotional value and service to customers [5] Company Developments - Huazhu Group plans to launch a new brand called "Huazhu Daguan" and expand its self-service hotel brand "Haiyou," which operates with a low staff-to-room ratio, significantly reducing labor costs [4] - The investment return for self-service hotels is relatively short, with new construction costs starting at approximately 57,000 yuan per room and renovation costs at around 25,000 yuan per room, making it a low-cost investment option [4] Market Dynamics - The hotel industry is transitioning into a stock competition era, where key operational metrics such as occupancy rates and average room rates are increasingly linked to city tiers, necessitating a focus on both revenue enhancement and cost optimization [5] - The rise of AI technology is expected to further enhance customer experience and operational efficiency in the hotel sector [3][5]

Core Insights - The travel industry is experiencing a significant promotional event for the Double Eleven shopping festival, with platforms like Fliggy offering unprecedented hotel package deals that have attracted a large number of consumers [3][4][5] - Major hotel brands, including Marriott, Wanda, and Hilton, have reported record sales during this promotional period, with some packages selling tens of thousands of units [5][6] - The competition among travel platforms has intensified, with Fliggy, Ctrip, Meituan, and others aggressively marketing their offerings, leading to price wars and increased consumer interest [7][8] Group 1: Promotional Strategies - Fliggy launched its promotional campaign on October 20, showcasing a wide variety of travel products and significant discounts, resulting in record sales figures [4][5] - Many hotels are offering low prices and additional benefits, such as no price hikes during holidays, to encourage immediate bookings and increase redemption rates [6][8] - The number of participating hotels and travel products has doubled compared to last year, indicating a robust response from the industry [5] Group 2: Competitive Landscape - The competition for hotel bookings has become fierce, with platforms like Meituan and Ctrip also entering the fray, offering similar or lower-priced packages [7][8] - High-end hotels, traditionally priced at over 10,000 yuan per night, are now offering discounted packages to attract consumers during this promotional period [8] - The overall hotel market is facing pressure due to increased competition and a rise in the number of new hotel openings, with over 2,173 new hotels launched in the first half of the year [9] Group 3: Market Performance - Major hotel groups have reported declines in key performance indicators in the Greater China region, with RevPAR and average daily rates showing negative growth for several brands [8][9] - The need for hotels to boost sales and cash flow has led to a greater emphasis on promotional events like Double Eleven, which is seen as a critical opportunity for performance recovery [9][10] - Fliggy, having been integrated into Alibaba's e-commerce group, is under pressure to deliver strong results during this promotional period to validate its market position [10][11]

Core Insights - The hotel industry is experiencing a significant downturn, with young consumers opting for camping and car sleeping instead of traditional hotel stays, reflecting a shift in consumer behavior and spending patterns [1][3][35] - Despite an increase in domestic travel during the holiday period, average per capita spending has decreased, indicating a trend towards consumption downgrade [4][10] Group 1: Holiday Spending and Hotel Occupancy - During the recent holiday, the average occupancy rate for hotels in major cities was only 58%, with economy hotels dropping below 50% [3][10] - The average per capita spending during the holiday was 911 yuan, translating to less than 114 yuan per person per day, a 13% decrease compared to the previous year [4][10] - The drastic price hikes in economy hotels have made them unaffordable for many, leading to a preference for camping as a more cost-effective option [5][9] Group 2: Price Trends in the Hotel Industry - Prices for economy hotels have surged, with some hotels seeing increases of over 30%, while luxury hotels have maintained more stable pricing [8][9] - For example, the price of a room at a budget hotel increased from 202 yuan to 930 yuan within a few days, highlighting the volatility in pricing during peak travel times [7][9] - The disparity in pricing strategies has created a situation where luxury hotels are perceived as more cost-effective compared to economy options [9][10] Group 3: Industry Challenges and Structural Changes - The hotel industry is facing a structural crisis, with both high-end and budget hotels experiencing declining demand [11][16] - Major hotel groups have reported negative growth in revenue per available room (RevPAR), indicating widespread financial strain across the sector [12][16] - The reliance on franchise models is being challenged as operational costs for franchisees rise, leading to potential instability in the business model [19][20] Group 4: Adaptation and Transformation Strategies - Hotel groups are increasingly looking to diversify their revenue streams by enhancing supply chain efficiencies and developing retail operations [22][24] - For instance, a hotel group has successfully integrated retail sales into its business model, significantly boosting revenue from non-hotel services [24][26] - The focus is shifting towards building direct relationships with consumers through loyalty programs and personalized experiences, moving away from dependence on online travel agencies (OTAs) [27][31] Group 5: Future Outlook - The current trends indicate a fundamental transformation in the hotel industry, where success will depend on the ability to integrate various services and create emotional connections with consumers [35] - The industry is moving towards a model that prioritizes supply chain efficiency and customer loyalty over traditional metrics like room count and location [35]

Core Insights - The annual Double Eleven shopping festival has seen a significant influx of hotels into live streaming, as they compete for user attention amidst increased supply and changing consumer demands [1][2] - Hotels are shifting from traditional business and tourism accommodations to becoming destinations for emotional experiences, catering to younger consumers seeking local getaways and unique experiences [1][6] Industry Trends - In 2024, major hotel chains such as Huazhu Group, Jinjiang Hotels, Shoulv Hotels, and Atour Group opened a total of 5,782 new hotels, indicating a substantial increase in supply [1] - The rise of live streaming and short videos has amplified the emotional value associated with hotels, with platforms showcasing scenic views and unique experiences to attract customers [1][6] Consumer Behavior - There is a notable shift in consumer behavior from "on-demand booking" to "pre-purchasing" hotel stays, with 71.99% of pre-sale orders during the recent holiday season being high-value products [6][10] - The trend of "first stock, then book" has emerged, allowing hotels to secure potential customers in advance [10] Marketing Strategies - Hotels are leveraging live streaming to showcase their unique offerings, with examples like Club Med's successful live stream generating a GMV of 13 million in a single day [3] - The use of "staff accounts" for live streaming has gained popularity among chain hotels, enhancing trust and reducing costs by providing detailed information directly from hotel staff [4][8] Internet Platforms' Role - Major internet companies are increasingly entering the hotel market, with platforms like Douyin (TikTok) and JD.com optimizing hotel operations and enhancing visibility [7][9] - Douyin's "Heartbeat List" quantifies emotional experiences, helping hotels understand consumer preferences and improve their offerings [9][13] Market Dynamics - The hotel industry is undergoing a transformation, with a focus on unique content and experiences to avoid price wars and enhance customer engagement [6][11] - High-end hotels are increasingly integrating diverse offerings such as dining, entertainment, and family-friendly activities to create comprehensive vacation experiences [11][12]