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]

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].

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].

Core Viewpoint - The practice of "brushing orders" has evolved from being considered unethical to a survival strategy for many small and medium-sized hotels and homestays, driven by platform dominance and survival pressures [1][14][21] Group 1: Brushing Orders as a Strategy - Brushing orders, referred to as "supplementing orders" by some hotel owners, aims to increase visibility and ratings on booking platforms [1][3] - The effectiveness of brushing orders depends on timing and market conditions, with specific strategies suggested for when to execute these orders [3][4] - For a hotel with around 40 rooms, brushing a few orders can significantly impact occupancy rates, potentially accounting for 25% of total bookings [6][4] Group 2: Financial Implications - The cost of brushing orders can be substantial, with commissions from platforms potentially reaching 150 yuan per day for small hotels, which is a significant expense given the current market conditions [6][4] - Hotel owners often adopt a "small loss for a bigger gain" mentality, accepting these costs to maintain occupancy rates [6][10] Group 3: Risks and Limitations - Brushing orders is not feasible for all hotels, particularly those under brand management or state-owned enterprises, due to operational constraints and financial accountability [10][12] - The practice is technically illegal under current regulations, which classify it as a form of false orders, posing risks for hotels that engage in it [9][12] Group 4: Platform Dynamics - Platforms maintain a complex relationship with hotels regarding brushing orders, publicly discouraging the practice while benefiting from the increased transaction volume [12][13] - Recent changes in platform rating systems, such as lowering the threshold for visibility from 4.8 to 4.7, provide slight relief for small hotels but do not fundamentally alter the competitive landscape [18][19] Group 5: Market Conditions - The current market environment is challenging, with many hotels experiencing declining occupancy and pricing pressures, leading to increased reliance on platforms [14][21] - Many hotel owners are adopting a conservative approach, focusing on cost-cutting and preparing for a prolonged downturn in the industry [21]