上海世博桐森酒店即将在2025年第四季度开门迎客。这是该国际酒店品牌在亚太地区的首次亮相，更是 凯悦集团在亚太"生活方式"领域投下的一枚"深水炸弹"——未来五年，凯悦计划于亚太地区新增近90家 新酒店，重点布局奢华及生活方式品牌。 像凯悦一样深耕中国市场的国际酒店集团并非个例。近年来，越来越多的国际酒店品牌选择将亚太首店 甚至全球旗舰项目放在中国。全球第二大经济体，正在吸引着更多新潮的酒店品牌入驻。 从西安沣东新城的芮峭奢选温德姆，到上海的桐森，再到杭州西湖的铂翎汇臻选——国际酒店集团正 以"首店"为矛，在中国市场掀起新一轮卡位战。这场"首店"竞赛背后，究竟藏着怎样的商业逻辑？ 国际酒店品牌"首店"，首选中国 这两年，国内的酒店市场迎来"首店"爆发期。希尔顿、雅高、温德姆等多个酒店集团频频引入新品牌， 意图拓宽国内市场版图。据不完全统计，今年约有10个国际新品牌进入国内市场，或在国内开出首店。 凯悦酒店集团 今年第四季度即将启幕的上海世博桐森酒店是桐森品牌（Thompson Shanghai Expo）在亚太地区的首 秀，也是凯悦集团"生活方式"战略的重要落子。 而在香港地区的苏豪希尔顿摩庭酒店，是该品牌在亚 ...

Core Insights - The high-end accommodation market in Qingdao is expanding rapidly, with over 20 five-star standard hotels established in the last five years, including several international brands making their debut in Shandong [1][2][3] - Major international hotel groups are increasingly opening their first locations in Qingdao, with eight out of the top ten global high-end hotel management groups choosing to establish their first hotels in the city [3][4] Group 1: Market Dynamics - Qingdao's hotel market is experiencing a surge in demand, with hotel order volumes increasing by 28% year-on-year, driven by the upcoming May Day holiday and a growing "holiday economy" [2] - The Marriott International Group has significantly expanded its presence in Qingdao, with multiple brands including St. Regis, Westin, and Le Meridien already operational, and new projects like the dual-brand Qingdao Jinmao hotels set to open soon [2][3] - The InterContinental Hotels Group has also announced the opening of its first Indigo hotel in Qingdao, emphasizing local cultural integration and unique guest experiences [3][4] Group 2: Economic and Tourism Potential - Qingdao is recognized as a city with international tourism appeal, supported by its strong economic foundation, including being one of China's major foreign trade ports and home to significant enterprises like Haier and Tsingtao Brewery [6][7] - The city is actively pursuing new industries and has been approved as a pilot city for asset investment companies, indicating a robust economic growth trajectory with a projected GDP of 16,719.46 billion yuan in 2024, reflecting a 5.7% increase from the previous year [8][9] Group 3: Challenges and Opportunities - Despite the influx of international hotel brands, Qingdao's hotel market still faces challenges, with 80% of its hotels being low-end, and only 2% classified as high-end, indicating a significant imbalance in accommodation quality [10][11] - The seasonal nature of tourism in Qingdao leads to high vacancy rates during off-peak months, with summer accounting for 60% of annual tourist traffic, highlighting the need for improved year-round demand [11][12] - The local economy's reliance on traditional industries and the lack of strong private enterprises contribute to insufficient business travel demand, which is crucial for sustaining high-end hotel occupancy [12][13] Group 4: Investment Strategies - The high vacancy rate in Qingdao's office buildings, currently at 35%, presents an opportunity for converting these properties into mid-to-high-end hotels, leveraging their prime locations and existing infrastructure [14][15] - Upgrading low-efficiency assets, particularly older hotels with good locations, could meet the rising demand for quality accommodations and enhance the overall hotel market [15][16] - Redefining hotel experiences to incorporate local culture and community engagement could attract both tourists and local residents, creating a unique destination within Qingdao [16][17]