生意好的酒店，都在偷偷给自己刷单？

Core Viewpoint - The practice of "order brushing" has evolved from being considered unethical to a survival strategy for many small and medium-sized hotels and homestays in the current market environment [1][2]. Group 1: Order Brushing as a Strategy - Order brushing, referred to as "supplementary orders" by some hotel operators, aims to increase visibility and attract real customers by manipulating platform algorithms [2][3]. - The process involves a financial transaction where hotel owners pay commissions to platforms, viewing it as a cost for gaining traffic [4]. - Timing is crucial for effective order brushing; specific times of day can significantly impact sales conversion rates [8][9]. Group 2: Risks and Limitations - Order brushing is not a foolproof method; if not executed properly, it can lead to negative customer experiences and subsequent poor reviews, negating any benefits gained [6][10]. - The practice is considered a form of false orders and is technically illegal under regulations issued by the National Market Supervision Administration [13][17]. - Only flexible, independent hotel owners are likely to engage in this practice, as franchise or state-owned hotels face stricter operational constraints [14][16]. Group 3: Market Conditions and Platform Dynamics - The current hotel market is characterized by high volume but low pricing, forcing many hotel owners to resort to order brushing to maintain occupancy rates [21][22]. - The dependency on platforms increases as business performance declines, making it difficult for small hotels to establish stable customer flows independently [25][27]. - Recent changes in platform review policies, such as lowering the minimum rating for visibility, provide slight relief but do not fundamentally alter the underlying competitive pressures [30][31]. Group 4: Operational Adjustments - Many hotel owners are adopting a cost-cutting approach, reducing staff and preparing for a prolonged period of financial strain [36][37]. - The industry remains in a state of uncertainty, with hotel operators focusing on survival strategies rather than growth [36].