Core Viewpoint - The focus on enhancing member experience and direct sales is crucial for hotel groups, particularly for Jinjiang Hotels, which aims to improve its member direct sales business and address pricing discrepancies in its membership system [2][6][7]. Group 1: Membership Strategy - Jinjiang Hotels emphasizes the importance of member loyalty and repeat purchases, which can lead to predictable and sustainable revenue streams [2][3]. - The company has established a comprehensive membership ecosystem that integrates dining, accommodation, travel, and entertainment services [2][3]. - Jinjiang Hotels aims to improve its central reservation rate, currently at 56.9%, by enhancing direct sales channels and reducing reliance on third-party platforms [3][4]. Group 2: Pricing Issues - A significant challenge for Jinjiang Hotels is the pricing discrepancy, where member rates are often higher than those offered by third-party platforms like Meituan and Ctrip [6][8]. - The company is implementing measures to address this issue, including a project to ensure price protection for members and real-time price monitoring across platforms [7][8]. - Industry experts note that pricing issues are common in the hotel sector, often due to a lack of professional pricing strategy and the influence of OTA channels [8][9]. Group 3: Competitive Landscape - Compared to its peers, Jinjiang Hotels' central reservation rate is competitive, but there is still room for improvement [4][5]. - Other hotel groups, such as Huazhu and Atour, report higher central reservation rates, indicating a competitive advantage in member engagement and direct sales [4][5]. - The industry is moving towards a "big membership" era, where hotel groups must develop tailored membership strategies to maintain competitiveness in a growing market [12].
酒店集团决战“会员时代”
Zhong Guo Jing Ying Bao·2025-08-01 20:56