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暑期住宿热潮:从“满房难订”到“个性旅居” 酒店与民宿行业走向分化转型
Zhong Guo Jing Ying Bao· 2025-08-01 13:11
Core Insights - The summer of 2025 has seen an unprecedented surge in the hotel and homestay industry, driven by diverse consumer demands ranging from short-term "cooling trips" to in-depth "residential experiences" [1][2] Group 1: Consumer Trends - Family travel has become a dominant segment, with parent-child visa orders increasing by 16% year-on-year, accounting for 22% of total visa orders [2] - The "cooling + family + study" tourism model is rapidly emerging, particularly in western and high-altitude regions, with cooling orders growing over 10% [2] - Hotel occupancy rates have significantly increased, with Huazhu Group reporting over 23 million guests from July 1 to 21, a 24% year-on-year growth [2] Group 2: Homestay Market - The homestay sector has also experienced a breakthrough, with "residential" orders for stays longer than five days increasing by 40% year-on-year [3] - The shift from traditional accommodation to experiential living is becoming a new choice for families and young travelers [3] Group 3: Market Dynamics - There is a noticeable structural differentiation within the accommodation industry, with traditional star-rated hotels and personalized lodging products diverging in their operational models [3][4] - The student graduation travel trend has led to a spike in short-term demand, with a reported 88% increase in bookings during the graduation season [4] Group 4: Industry Challenges - Despite the booming market, issues such as service quality, safety, and hygiene in non-branded homestays remain prevalent [4][5] - The hotel industry faces pressure from rising room rates and mismatched operating costs, particularly in lower-tier cities [4][5] - The overall hotel management level in China is considered low, with a need for improved industry regulations and standards [4][5] Group 5: Future Outlook - The industry must address supply-demand mismatches, as core cities face accommodation shortages while lower-tier cities experience oversupply [6] - There is a significant concern regarding product homogeneity and the lack of deep experiential offerings [6] - Consumer demands for price transparency and rights protection are increasing, with brands like Huazhu exploring mechanisms to address these issues [7] - The long-term sustainable development of the accommodation industry hinges on quality and trust, necessitating continuous optimization in management, product structure, and service quality [7][8]