Core Viewpoint - Atour, a hotel brand that has shifted towards selling pillows, is facing significant service and hygiene complaints from customers, indicating a decline in its reputation and service quality [2][4][6]. Group 1: Service Issues - Customers reported serious service failures during their stays, including being trapped in malfunctioning elevators without assistance and experiencing poor room conditions [2][6]. - Complaints about hygiene were prevalent, with guests finding dirty mirrors, water stains, and used toiletries in their rooms [6][8]. Group 2: Business Model Shift - Atour's retail business, primarily focused on selling pillows, has seen rapid growth, with a projected increase of 127.7% year-on-year in 2024 [4][13]. - The company is transitioning to a "light asset operation" strategy, increasing franchise hotels while reducing self-operated properties, which has led to a significant expansion in its hotel network [9][12]. Group 3: Financial Performance - Despite the decline in customer experience, Atour's revenue from franchise hotels increased by 53.3% to 4.15 billion yuan, while revenue from self-operated hotels decreased by 16.4% to 700 million yuan [12]. - The average daily room rate for Atour hotels fell by 5.8% to 437 yuan in 2024, reflecting challenges in maintaining pricing power in a competitive market [12][13]. Group 4: Retail Growth and Marketing - Atour's retail segment, particularly its pillow sales, has become a significant revenue driver, contributing 30% to total income in 2024, with expectations of at least 35% growth in 2025 [13][15]. - The company has heavily invested in marketing, with expenses reaching 970 million yuan, which has impacted profit margins [15].

Core Viewpoint - The article discusses the significant changes in travel and accommodation trends during the May Day holiday, highlighting a surge in demand and price increases across various travel sectors, particularly in less traditional tourist destinations and accommodations [8][29][46]. Group 1: Travel Trends - The May Day holiday is expected to break records in terms of travel volume, with domestic flight bookings exceeding 5.42 million, a 31% increase compared to the previous year [9][20]. - The average daily traffic on national highways is projected to reach approximately 62 million vehicles, indicating a rise in self-driving trips [10]. - Popular destinations are experiencing a price increase in flight tickets, with over 70% of tickets for hot destinations rising by 2%-5% [20][21]. Group 2: Accommodation Price Changes - Hotel prices have surged, particularly in county and lesser-known scenic areas, with some hotels seeing price increases of over 300% during the holiday [30][43]. - For example, a hotel in Xuchang increased its price from 163 yuan per night to 672 yuan, marking a 312.3% rise [42][43]. - In major cities, hotel prices have also risen significantly, with increases ranging from 40% to 195%, such as a hotel in Xi'an that saw a 195.4% increase from 174 yuan to 514 yuan [39][40]. Group 3: Changing Consumer Demographics - There is a notable shift in the demographic of travelers, with an increase in older tourists, particularly those over 60, who now make up over 35% of visitors at popular attractions, an increase of 8 percentage points from the previous year [84]. - The article highlights the rise of "reverse tourism," where travelers are increasingly exploring county and small-town accommodations, leading to a significant increase in bookings in these areas [46][49]. - The influx of foreign tourists is also notable, with a 173% increase in inbound travel orders during the May Day holiday compared to last year [66][67].

Core Viewpoint - The five-star hotel industry in China is experiencing a significant decline, with many hotels facing closure or being sold at discounted prices due to various factors including changing consumer preferences and economic pressures [4][10][20]. Industry Overview - The rise of five-star hotels in China began in 1978 with the reform and opening-up policy, leading to a rapid increase in the number of hotels, particularly after the introduction of star rating standards in 1988 [6][9]. - The peak of five-star hotel numbers was reached in 2019, but the industry has since faced challenges, including the impact of the COVID-19 pandemic [9][10]. Market Dynamics - The introduction of new regulations in 2013 limited the use of five-star hotels for government meetings, leading to a decline in their prestige and a slowdown in new hotel openings [9]. - The number of five-star hotels has decreased significantly, with 171 hotels losing their five-star status between 2019 and 2024, particularly during the years 2021 to 2023 [10][12]. Financial Performance - The average revenue for five-star hotels in 2023 was 87.99 million yuan, a significant drop from over 100 million yuan in 2018, indicating a continued struggle for profitability [20]. - Some listed hotel companies reported declines in revenue and net profit compared to 2019, highlighting the financial difficulties faced by the industry [19][20]. Consumer Behavior - There is a noticeable shift in consumer preferences, with travelers increasingly opting for mid-range hotels that offer better value for money, leading to a decline in the proportion of consumers choosing five-star hotels [30][35]. - The average price of five-star hotels has decreased, with some brands experiencing significant drops in average daily rates compared to 2018 [18][20]. Competitive Landscape - New hotel brands and chains are gaining popularity, offering competitive pricing and modern amenities, which further challenges the traditional five-star hotel model [35]. - The rise of alternative accommodations and budget-friendly options has led to a decrease in the perceived value of five-star hotels among consumers [30][35].

Core Viewpoint - The five-star hotel industry in China is experiencing a significant decline, with many establishments facing closure or being sold at discounted prices due to various challenges, including changing consumer preferences and operational difficulties [3][4][5]. Group 1: Historical Context - The rise of five-star hotels in China began in 1978 with the reform and opening-up policy, leading to a rapid increase in the number of hotels [5][6]. - The peak of five-star hotel development occurred between 2001 and 2010, with the number of such hotels tripling during this period [6][9]. Group 2: Recent Challenges - The introduction of the 2013 regulations limiting government meetings to non-five-star venues significantly impacted the prestige and demand for five-star hotels [9][10]. - The COVID-19 pandemic exacerbated the decline, with many hotels going bankrupt and a record number of auctions occurring, totaling 964 in 2023-2024, with over 248 hotels auctioned for more than 100 million yuan [10][11]. Group 3: Operational Issues - A total of 171 hotels lost their five-star status from 2019 to 2024, with 123 of these occurring between 2021 and 2023, indicating a rising trend in disqualification [11][14]. - Many five-star hotels are struggling to maintain the required standards, leading to a significant number of closures and a reliance on older establishments that fail to meet modern expectations [14][22]. Group 4: Market Dynamics - The average revenue for five-star hotels in 2023 was 87.99 million yuan, a stark contrast to over 100 million yuan in 2018, highlighting a significant revenue drop [22]. - The average daily rate for five-star hotels has decreased, with some brands like InterContinental seeing a drop from 898 yuan in 2018 to 834 yuan in 2024 [19][22]. Group 5: Changing Consumer Preferences - There is a noticeable shift in consumer preferences towards more affordable and modern hotel options, with a 2.4% decrease in the proportion of travelers choosing five-star hotels compared to 2019 [32][33]. - Newer hotel brands offering better value and amenities are increasingly preferred, leading to a decline in the appeal of traditional five-star hotels [32][34].

假期一到，平时拿着千薪、过得万苦的牛马们，终于可以回到自己本该待的大自然。 都说青春没有售价，享乐就在当下，但到了景区，不少人却被挤得不上不下，疲惫的身躯只想躺下。回到酒店，那小到上海二房东都改造不了的房间和隔 壁穿透力十足的呼噜声，更让人不禁后悔——早知道住五星级酒店了。 曾经的五星级酒店，是高贵的代名词、酒店界的金字招牌，连空气都弥漫着金钱的味道，但如今它们的日子却不太好过。接待过无数政要的长城饭店在 2023 年悄然停业 [1]，一些五星级酒店甚至被摆上拍卖台，以"骨折价"甩卖 [2]。 看着光鲜亮丽的五星级酒店，怎么开始跌落神坛了？ 五星级酒店，正在消失 虽然看着满满老钱风，但五星级酒店在中国的发家史，其实更像是赶上风口的"暴发户"。 把时间拨回 1978 年，改革开放的春风吹来了频繁的政商活动，也让一批旅游饭店得以应运而生，为了规范行业发展，饭店星级评定标准于 1988 年开始推 行 [3]。 两年后，上海静安希尔顿大酒店、广东白天鹅宾馆和中国大酒店成为了首批五星级饭店，五星级酒店的黄金时代就此拉开序幕 [4]。 我们统计了近六年被摘星且经营状况明确的 166 家酒店后发现，截至 2025 年 4 ...

Group 1 - The core finding of the report indicates that 43.1% of respondents plan to travel during the May Day holiday in 2025, which is an increase from 32.4% in 2023, suggesting a growing interest in travel among young people [15][21][12] - Popular destinations for the May Day holiday include Beijing and Shanghai, with travelers attracted to urban landscapes and famous landmarks, while cities like Chongqing and Chengdu are favored for their local cuisine and nightlife [23][17] - The report highlights a shift in travel preferences, with a notable interest in "off-peak travel" and "reverse tourism," where over 40% of respondents express a desire to explore lesser-known destinations [32][33] Group 2 - The preferred travel method is "拼好假旅游" (Pinyin: pīn hǎo jià lǚyóu), which accounts for 54.2% of respondents, indicating a trend towards avoiding crowds by traveling at different times [32][35] - Different age groups exhibit distinct travel preferences, with Gen Z (00s) favoring interest-based travel and "Citywalk," while Millennials (90s and 95s) prefer relaxed vacations and reverse tourism [40][47] - Accommodation choices lean towards mid-range and budget hotels, with "全季酒店" (Qianji Hotel) being the most popular, reflecting a shift in the perception of hotels as multifunctional leisure spaces [3][4][46] Group 3 - The report emphasizes that travel is increasingly viewed as a "spiritual SPA," with a focus on personalized and comfortable experiences rather than traditional sightseeing [3][49] - Activities that travelers wish to engage in include tasting local cuisine (65.3%) and enjoying natural scenery (63.5%), indicating a preference for experiential travel [38][50] - The trend of "工厂游" (factory tours) is gaining traction among older generations, who are interested in educational experiences during their travels [49][48]

以下文章来源于三联生活实验室 ，作者苏北老铁 三联生活实验室 . Never Bored 城市Cool Guy生活样本 不想为高溢价付费， 又不想在住宿方面苛待自己。 文 ｜ 苏北老铁 来源｜ 三联生活实验室（ID：LIFELAB2020） 封面来源 ｜ Unsplash 曾经中产们度假的顶配模式，是去哪儿都得驻扎在五星级酒店。上午去附近的旅游景点浅浅游玩一番，下午就回行政酒廊里吃个下午茶，晚上便在无边泳池 里打打卡。 由于这些4.5星酒店基本不是连锁， 因此想要在旅游平台上寻觅到他们， 往往需要先把星级框定到四星，然后再细细筛选酒店们的价格和环境，看它是否能 达到4.5分的标准。 "不是所有四星酒店都能达到4.5分的标准。想要知道这个酒店值不值得住， 可以先看看它的房间是否超过30平米，是否有湖景、江景或园景等景观房，再看 看吹风机是不是某森、洗浴用品是不是牌子货，最后再筛查一下它有没有游泳池和健身房，一顿操作下来几乎不会踩雷。 " 如今在消费降级的浪潮下，中产们也不得不勒紧了裤腰带过日子。某蓝之谜降级成了郁美净，BBA置换成了新能源车，就连他们的老巢——五星级酒店也不 香了。 不想为高溢价付费，又不想在住 ...

Core Insights - The hotel market is experiencing a surge in bookings and spending as the "May Day" holiday approaches, with significant increases in various metrics compared to the previous year [2][5] - Economic hotels are seeing a price increase, while mid-range, high-end, and luxury hotels have lower average booking prices compared to last year [3][4] Group 1: Booking Trends - As of April 27, 2025, the OTA hotel occupancy index has increased by 20.61%, OTA hotel booking volume has risen by 24.93%, and OTA user hotel spending has grown by 24.8% year-on-year for the May Day holiday [2] - The average booking price for economic hotels has risen in the first three days of the holiday compared to the same period last year, while the average prices for mid-range, high-end, and luxury hotels are lower [3][4] Group 2: Economic Hotel Demand - Economic hotels account for 60.25% of OTA hotel booking volume during the May Day holiday, indicating strong demand despite rising prices [5] - The increase in economic hotel prices is attributed to heightened demand and a lack of sufficient hotels that meet the evolving expectations of younger travelers [7] Group 3: City-Level Insights - The overall average booking price for hotels on May 1, 2025, is 367.7 yuan, up from 355.35 yuan the previous year, with notable increases in booking prices in second and third-tier cities [8][9] - The average booking price in second-tier cities is 360.12 yuan, which is over 20 yuan higher than last year, while third-tier cities show an increase of more than 30 yuan [8][9] Group 4: Marketing and Promotions - Local tourism boards are actively promoting their regions to attract more visitors, with various incentives and events planned for the May Day holiday [11][12] - Initiatives include free admission to certain attractions, distribution of accommodation vouchers, and themed tourism activities to enhance visitor experience [11][12]

以下文章来源于十点人物志 ，作者三金 十点人物志 . 在这里，遇见每一个值得被记录的人 本文来自微信公众号： 十点人物志 ，作者：三金，编辑：野格，文中图片均来自受访者，题图来自：AI生成 五一假期将至，大家安排好出游计划了吗？ 没有一场旅行可以随随便便成功，酒店的选择也是一段旅程的重中之重：位置、卫生、价格、服务都会影响旅途的心情。大家住酒店习惯参考网站上 的评分，或是种草博主推荐的酒店。 测评酒店的人称自己为酒店体验官或者酒店试睡员。前者一般由酒店雇佣，体验酒店住宿和特色服务，再推荐给顾客；后者则受雇于酒店总部和酒店 投资方，为了检查酒店卫生是否符合标准、优化酒店服务，他们需要隐藏身份入住。 "躺在床上睡一觉就把钱赚了"，酒店试睡员一度被认为是"史上最爽的职业"。 那真实的试睡员工作是什么样子？ 陈陈毕业于一所211院校的酒店管理专业，曾经做过酒店前台，目前主业是酒店投资顾问，兼职酒店试睡员，可以说一直在和酒店打交道。 在她看来，酒店试睡根本没有大家想象的那么轻松。试睡员对预订、接待、入住、用餐、服务和需求满足等多个方面都要进行评估。而在专业试睡过 20余家酒店之后，对于如何选择好酒店、酒店还有哪些隐藏服 ...

Core Viewpoint - The incident involving the 7 Days Inn at Taiyuan Airport South Station highlights serious issues regarding fire safety compliance and brand management within the hotel industry, raising concerns about the integrity of franchise operations and the responsibilities of brand owners [1][3][6]. Company Summary - 7 Days Inn was founded in 2005 and went public in 2009, later privatized by Plateno Group in 2013, and subsequently acquired by Jinjiang International in 2015, becoming part of one of the largest hotel chains in China [1]. - The current operator of the implicated hotel has filed a lawsuit against 7 Days Inn (Shenzhen) Management Co., Ltd. and its former shareholders for failing to provide necessary fire safety certifications [1][3]. - The hotel operator claims that upon taking over the hotel in May 2023, they were assured that all necessary permits were in place, yet discovered that the fire sprinkler system was not connected to any water supply [3][5]. Industry Summary - Jinjiang Hotels has accelerated its expansion in 2024, opening 1,515 new hotels, bringing the total to over 13,000, despite facing a decline in revenue and net profit, with a revenue of 14.063 billion yuan, down 4% year-on-year, and a net profit of 911 million yuan, down 9.06% [6]. - The average daily rate (ADR), occupancy rate (OCC), and revenue per available room (RevPAR) for budget hotels, including 7 Days Inn, have all seen declines in 2024 [6]. - The legal responsibilities regarding fire safety in franchise models remain ambiguous, with existing laws not clearly delineating the responsibilities of brand owners and franchisees, leading to potential gaps in oversight [9][10][11].