不会刷单你做什么酒店？

Core Viewpoint - The practice of "brushing orders" has become a survival strategy for many small and medium-sized hotels and homestays, driven by the pressures of platform dominance and the need for visibility in a competitive market [1][12][17] Group 1: Brushing Orders as a Strategy - "Brushing orders," referred to as "supplementing orders" by some hotel owners, aims to increase visibility and attract real customers by manipulating platform algorithms [1][3] - The timing of brushing orders is crucial; hotel owners must strategically choose when to supplement orders based on sales performance and inventory levels [3][4] - For a hotel with around 40 rooms, brushing a few orders can significantly impact occupancy rates, potentially accounting for 25% of total room bookings [6] Group 2: Risks and Limitations - Brushing orders is considered a form of false orders and is legally questionable, as highlighted by regulations from the State Administration for Market Regulation [6][7] - Not all hotels can afford to engage in brushing; franchise hotels and state-owned properties face additional constraints that limit their flexibility [7][8] - The practice can lead to a cycle of dependency on platform ratings and traffic, creating anxiety for hotel owners who may feel trapped by the system [8][12] Group 3: Market Conditions and Challenges - The current market environment is challenging, with many hotels experiencing declining occupancy and pricing pressures, leading to a reliance on platforms for business [10][14] - Some hotel owners express frustration with the platform's practices, feeling that they are incentivized to brush orders while facing penalties if caught [7][11] - The industry is witnessing a trend where hotel owners are looking for guidance on brushing orders, indicating a lack of viable alternatives [11][12] Group 4: Potential Changes in Platform Policies - Recent updates to platform review policies may provide some relief for small hotels, allowing those with ratings of 4.7 and above to gain visibility, though the underlying platform dynamics remain unchanged [16][17] - The ongoing uncertainty in the industry has led many hotel owners to adopt a conservative approach, focusing on cost-cutting and preparing for a prolonged downturn [17]