第一财经·2025-07-30 01:06Core Viewpoint - The article discusses H World Group's strategic initiative to enhance consumer trust in the hotel industry through the launch of the "Price Guarantee" feature, which includes "refund for price drops" and "compensation for higher prices" [1][2][3]. Group 1: Consumer-Centric Strategy - H World Group aims to return to its core by focusing on customer needs and creating value, addressing issues like price confusion and "big data price discrimination" faced by consumers [2][3]. - The "Price Guarantee" feature is designed to alleviate consumer anxiety regarding hotel bookings by providing dual protections against price fluctuations [3][4]. Group 2: Operational Efficiency and Trust Building - The implementation of the "Price Guarantee" may initially increase operational pressure on hotels, but it is expected to build consumer trust, reduce customer acquisition costs, and improve operational efficiency in the long run [6][10]. - H World Group's membership base has grown to over 280 million, allowing the company to leverage its scale to balance the costs associated with the "Price Guarantee" [4][6]. Group 3: Market Position and Growth Potential - H World Group has risen to the fourth position globally in terms of hotel room count, surpassing InterContinental Hotels Group, and is now the second-largest hotel group by number of hotels [11][12]. - The company believes that the Chinese market is one of the best globally, with significant growth potential, and plans to continue focusing on this market for the next 3 to 5 years [11][14]. Group 4: Innovation and Service Diversification - H World Group is committed to investing in technology and artificial intelligence to enhance the quality of hotel experiences and create a closed-loop ecosystem for travel and accommodation [6][17]. - The company recognizes the trend of diversified consumer demands and is tailoring its services to meet the needs of different demographics, such as the elderly and younger travelers [17][18].