“窝囊旅游”消费变谨慎，市场转向下酒店业谋自救丨夏游季

Core Insights - The tourism market is experiencing a trend of "staycation tourism," characterized by high frequency and low spending, leading to challenges for the hotel industry [1] - Average revenue per available room (RevPAR) for Chinese hotels decreased by 8% year-on-year during the first week of July 2023, primarily due to declining occupancy rates [1] - Despite the drop in occupancy and revenue, large hotel chains continue to expand, with new room openings in the tens of thousands [1] Group 1: Market Dynamics - High-end hotels are facing pressure to transform as many properties are being sold off without interest, indicating a significant market shift [2] - Consumer behavior has changed, with many now making purchasing decisions based on emotional connections, leading to lower spending per visit [2] - Non-accommodation revenue for hotels is projected to rise from 15% to 22% by 2024, with fitness facilities becoming a new growth area [2] Group 2: Innovative Strategies - Hotels are adopting new marketing strategies, such as live-streaming fitness classes and creating specialized fitness memberships to attract customers [3] - The focus has shifted from scale to operational efficiency, with an emphasis on high cost-performance ratios and long-term strategies [4] - Hotels are encouraged to focus on unique local resources and avoid homogenization, enhancing their market positioning through micro-innovations and personalized services [5] Group 3: Consumer Trends - The younger generation, particularly Gen Z, is driving demand for emotional value and unique experiences in hospitality [5] - Key factors for hotel success include quiet environments, reliable Wi-Fi, comfortable bedding, quality shower facilities, and diverse breakfast options [5]