文 | 迈点 酒店资产交易市场的热闹劲儿，从2025年末一直燃到了2026年初。 刚踏入新一年，杭州武林广场旁的老牌地标，运营15年的JW万豪酒店就传来易主动向，产权方已进入破产重整阶段。这场核心地段的 酒店资产变动，直接打响了2026年行业资产调整的第一枪。 而回望2025年末，酒店圈更是上演了一出"魔幻收尾"。北京国资旗下京投发展发布公告，拟0元收购上海礼仕酒店45%股权，同时斥资 3500万元拿下复地集团对上海礼仕的一笔债权。 从2025年末的 "0元购" 神操作，到2026开年的地标酒店易主，酒店资产市场堪称风起云涌，拍卖、换牌、摘牌等事件轮番上演。今 天，我们就顺着这些资产变迁的脉络，聊聊背后暗藏的行业变革逻辑。 01 酒店资产变动图鉴 2025年至今，酒店资产交易市场呈现"冰火两重天"，一边是拍卖市场的量价双高，一边是品牌合作频频"分手""换搭档"，热闹得不行。 据迈点不完全统计，2025年全年酒店相关拍卖项目足足有764个，拍卖总金额高达752亿元，其中亿元以上的"大单子"就有228个。不管 是高端奢华酒店，还是中端连锁品牌，越来越多酒店资产进入了"处置通道"。 但热闹的背后，是成交率的低迷。从 ...

Core Insights - The Shanghai Expo Thompson Hotel is set to open in Q4 2025, marking the debut of the Thompson brand in the Asia-Pacific region and a significant move by Hyatt Group in the lifestyle sector [1][2] - International hotel brands are increasingly choosing China for their first stores, with a notable surge in new brand entries into the domestic market [1][12] - The Chinese hotel market is experiencing a "first store" boom, with multiple international hotel groups expanding their presence [1][12] Hyatt Group - The Shanghai Expo Thompson Hotel is part of Hyatt's lifestyle strategy and represents the brand's first entry into the Asia-Pacific region [2] - Hyatt has also announced the introduction of its Destination by Hyatt brand in China, with two hotels planned in Sichuan and Dalian [2] Hilton Group - The Qingdao Zhanqiao Hilton Motto Hotel is scheduled to open in June 2026, marking the brand's first signing in mainland China [3] - Hilton is also launching the LXR brand in Xi'an, with plans for a hotel and resort to open in 2027 [11] Accor Group - The soft brand Emblems Collection is expected to open its first store in Hangzhou in Q4 2025, although it was initially planned for a 2022 opening [4] - Accor has previously signed a cooperation agreement for a luxury hotel in Guiyang, which has faced delays [4] Wyndham Group - The Xi'an Registry Collection Hotels is set to be the brand's first store in China, with an opening planned for December 2025 [5] Langham Group - The Ying'nFlo brand has officially entered the mainland market, with its first store opening in Hangzhou in July [6] Kempinski Group - The first Bistrôt Hotel in China is expected to open in 2025, developed in collaboration with a local tourism group [7] Market Dynamics - The Chinese hotel market is highly competitive, yet international hotel groups continue to invest due to the country's large population and economic potential [12][13] - By 2030, it is predicted that 58% of Chinese households will belong to the "mass affluent" or higher, driving significant consumer spending growth [13] - Domestic tourism is expected to see a substantial increase, with 56.2 billion trips projected for 2024, reflecting a 14.8% growth from 2023 [15] Strategic Considerations - International hotel brands must adapt to the increasingly discerning Chinese consumers by focusing on localization and cultural integration [17] - The competition for market share in the existing hotel inventory is intensifying, with brands leveraging soft brands to capture market segments [20] - Digital transformation is essential for enhancing operational efficiency and customer experience in the hotel industry [20] - Successful integration with local ecosystems and tourism experiences is crucial for international brands to thrive in China [21]