Core Insights - The hotel booking market is undergoing a digital transformation driven by live streaming, enhancing user experience and providing new growth opportunities for the hotel industry [1][2] Group 1: Live Streaming as a Booking Tool - Consumers are increasingly using e-commerce platforms' short videos and live streams to view hotel types, prices, and availability, allowing for flexible booking [2] - Major hotel chains like Huazhu and Shoulv Rujia are establishing live streaming accounts to offer diverse products such as membership packages and customized discounts, creating a seamless online and offline sales loop [2] - By the end of 2024, the number of hotel stores and total room capacity in China is expected to reach historical highs, although the average occupancy rate is declining, indicating intensified competition [2] Group 2: Reducing Information Anxiety - "Professional live streaming" featuring front desk staff provides real-time, detailed explanations of room types and services, significantly reducing consumer booking concerns [4][5] - The use of live streaming has led to a 30% reduction in order cancellation rates, as consumers build trust through visual confirmation of services [5] Group 3: Digital Ecosystem Construction - Live streaming is reshaping the communication between hotels and consumers, moving the industry from price competition to a service experience-focused competition [7] - The integration of live streaming into hotel operations allows for better demand forecasting and inventory management, enhancing supply chain coordination [8] Group 4: Future Trends - Experts predict that hotel live streaming will evolve into "content groupization," utilizing AR and VR technologies to enhance brand storytelling and experiential value [8] - The competition in the hotel market will shift from traditional location and star ratings to a focus on content production and data operational capabilities [8]