2025年9月，建国璞隐·上海陆家嘴中心店茶香与墨韵交织，首旅如家酒店集团在此隆重举办"2025璞隐新国潮文化节"开幕式暨非遗游园会。这场 以"遇见非遗之美"为主题的年度文化盛事，不仅汇聚珐琅、古琴、紫砂等十二大非遗项目，更吸引近百位非遗传承人、国潮达人及主流媒体共襄盛 举。 通过"非遗+酒店"的场景创新与"东方写意美学"的品牌表达，璞隐酒店正成为首旅如家酒店集团链接文化与旅居的核心载体，而同步发布的"首旅如 家非遗扶持计划"，将推动传统文化活化与中高端住宿体验深度融合，为酒店业新一轮变革注入文化动能。 首旅酒店集团总经理，如家酒店集团董事长、CEO孙坚在接受第一财经采访时表示："在'文化强国'战略的指引下，首旅如家将以酒店为媒介、以亿 万会员为桥梁，构建'非遗+酒店'可持续生态，推动非遗从静态保护转向动态传承。让非遗不再只是博物馆中的展品，而是每个人都可体验、可消 费、可带走的旅途记忆。" 行业观点认为，中高端酒店已经成为酒店行业增长核心引擎。据弗若斯特沙利文数据，2019至2024年中高端酒店房量年复合增速为21.1%，领先行 业整体。2025年上半年，首旅酒店（600258.SH）中高端酒店收入占酒店收 ...

随着我国文化和旅游深度融合不断推进，"文化+"战略已成为激发文旅产业高质量发展的重要抓手，作 为旅游业核心要素之一的酒店，其功能和形态正在发生深刻变革。"文化+酒店"正逐步从传统住宿服务 业态，跃升为文化传播空间、文旅消费场景乃至城市文化标志的重要组成，成为构建地方文化旅游发展 的创新实践路径。 近年来，全国各地一些酒店从主题构建、客房及餐饮服务等维度，汲取优秀传统文化、本土在地文化、 特色主题文化等，营造专属于自身酒店品牌的沉浸式住宿场景，为旅行者营造了富有想象力的文化叙事 住宿空间和体验。 "让客房不再只是一个房间，而是可进入的文化意境" 当标准化连锁酒店的光环逐渐褪去，当千篇一律的奢华装饰不再令人心动，文化沉浸式酒店正成为酒店 行业最具增长潜力的赛道。相关数据显示，2023年以来，我国文化主题酒店增长率是传统酒店的2.3 倍，平均房价高出传统酒店34%。 【文/观察者网 王勇 编辑/赵乾坤】 首旅酒店集团副总经理、如家酒店集团执行资深副总裁兼首席战略官张淑娟对观察者网介绍，文化沉浸 式酒店是以文化主题为核心，通过空间设计、服务流程、体验活动和品牌叙事等多维度深度融合文化元 素，为宾客提供一种全方位、多感 ...

Core Insights - During the May Day holiday in 2025, the hotel market experienced significant growth, with trends indicating consumption upgrades, the rise of lower-tier markets, and emotion-driven travel experiences [2][3] Group 1: Hotel Performance - The occupancy rate of the Home Inn Group reached 101% on the peak day of May 2, with the number of fully booked hotels increasing by nearly 50% compared to the previous year [3] - From April 30 to May 4, the total number of fully booked hotel nights exceeded 6,000, marking a growth of approximately 43% [3] - Mid-to-high-end hotels saw a 6% increase in occupancy rates compared to the previous year, highlighting their market potential as consumers increasingly seek quality accommodations [3] Group 2: Market Trends - The average occupancy rate exceeded 90% in 105 cities, including both traditional tourist destinations and emerging smaller cities, indicating a diverse choice of travel destinations [4] - The top five cities in terms of RevPar during the peak days were Qingzhou, Jingdezhen, Leshan, Kaifeng, and Zhangzhou, showcasing the emergence of lower-tier cities as new travel hotspots [4] Group 3: Targeting Young Consumers - Young travelers are shifting from traditional sightseeing to immersive experiences, seeking emotional connections rather than just functional accommodations [6] - Home Inn Group engaged young consumers through various activities, including partnerships with popular events like the Taihu Bay Music Festival, attracting over 130,000 attendees [6][7] - The "Local Life" initiative provided free value-added experiences, creating emotional connections with young guests through diverse activities during the holiday [6][7]