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]

在酒店行业中，一种曾被视为旁门左道的操作——"刷单"，如今却悄然成为部分中小单体酒店和民宿维持生计的隐形法则。 过去，不参与刷单的酒店，或许是因为不知晓此法，或是坚守原则不愿为之。然而，时至今日，这一行为背后的动机已变得复杂且无奈。它不仅是佣金换 取短暂流量的权宜之计，更是中小酒店在平台霸权与生存重压之下，一场充满风险与挣扎的"自救"行动。 在业界，刷单被一些精通运营的酒店老板委婉地称为"补单"，其主要目的在于引流与提升好评。他们利用平台算法机制，在生意冷清时主动刷单，以此提 升门店动销，从而获取平台更高的推荐位和流量，吸引真实客人的预订。 对酒店老板而言，刷单虽意味着佣金的损失，但被视为向平台投放广告的成本。只要精通规则、适度操作，往往能取得显著效果。然而，刷单并非无脑之 举，其中门道颇多。盲目刷高分不仅容易被识破，还可能因客人实际体验不佳而引发差评，导致前功尽弃。 一位经验丰富的酒店老板分享道，刷单时机至关重要，直接影响转化效果。他建议，根据销量和库存情况，在合适的时机进行补单。例如，若前一天销量 不佳，可在次日早上七点半至八点间补单；若上午销量仍不理想，则下午四点再补。若至傍晚销量仍未好转，则需尽快再补 ...

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]