中小酒店生存现状：刷单成“必修课”，风险与无奈并存

Core Viewpoint - The practice of "brushing orders" has become a hidden rule for some small and medium-sized hotels and homestays to survive in the competitive hotel industry, driven by the pressures of platform dominance and survival challenges [1][4]. Group 1: Motivation and Strategy - The motivation behind brushing orders has evolved into a complex necessity, serving as a temporary measure to exchange commissions for increased visibility and traffic [1]. - Hotel owners refer to brushing orders as "supplementing orders," aiming to enhance visibility and ratings by leveraging platform algorithms during slow business periods [1][3]. - A seasoned hotel owner emphasizes the importance of timing in brushing orders, suggesting specific times based on sales and inventory to maximize effectiveness [3]. Group 2: Financial Implications - For a hotel with 40 rooms, brushing a few orders can significantly impact occupancy rates, potentially accounting for 25% of total room occupancy [3]. - The cost of commissions from brushing orders can reach 150 yuan per day, which is a considerable expense for small hotels, yet they often choose to incur this cost to avoid lower occupancy rates [3]. Group 3: Legal and Operational Challenges - Brushing orders are classified as false orders and are considered illegal under regulations set by the State Administration for Market Regulation, making it a risky endeavor for hotel owners [4]. - Franchise hotels and state-owned properties face operational restrictions that hinder their ability to engage in brushing orders [4]. Group 4: Platform Dynamics - Platforms publicly discourage brushing orders and impose penalties for violations, which can include score deductions or even delisting from the platform [4]. - Despite the risks, some hotel owners feel compelled to brush orders due to the pressure from platforms, which they believe exploit the situation for commissions and booking data [4][5]. Group 5: Market Conditions - The hotel industry is currently experiencing a dual decline in both volume and pricing, with profitability heavily reliant on location and operational capabilities [4][7]. - Recent adjustments by OTA platforms to review criteria have slightly eased the pressure on small hotels, allowing those with ratings of 4.7 and above to gain visibility, but the fundamental dynamics of the platform remain unchanged [7].