Core Insights - Huazhu Group announced the launch of a new brand "Quanjing Daguan," integrating Eastern aesthetics into travel experiences, conveying the philosophy of "starting from the journey, returning to life" [2] - The hotel group's new product designs focus on Eastern aesthetics, aiming to incorporate traditional culture into user experiences [2] - The travel hotel industry is witnessing a shift towards brands that emphasize wellness and cultural integration, reflecting changes in consumer preferences [2][5] Brand Positioning - The new brand "Quanjing Dongfang" is positioned as a mid-to-high-end product, with the first direct store currently under construction [4] - The brand aims to elevate the hotel experience from mere accommodation to a lifestyle choice, emphasizing high-quality lodging and cultural aesthetics [3] Market Demand and Consumer Trends - The launch of the new brand is driven by changing consumer demands, particularly among younger generations who have higher aesthetic expectations for hotel products [5] - The travel market is increasingly favoring "travel living" experiences, with a significant rise in interest among younger consumers, as evidenced by over 10 billion views on the "travel living" topic on Douyin [6] Competitive Landscape - The mid-to-high-end travel market is becoming a focal point for new brand launches, with several local hotel groups introducing similar offerings [7][8] - The supply of mid-to-high-end travel products is expected to grow, with a year-on-year increase of 14% in 2024, indicating a vibrant market potential [8] Cultural Integration and Aesthetics - The emphasis on Eastern aesthetics and traditional culture is becoming a key competitive advantage for new hotel brands, allowing them to differentiate from international competitors [9] - The rise of "Chinese service" is becoming a significant factor in hotel bookings, with local brands increasingly leading in technology and supply chain management [11]

Group 1 - The core viewpoint of the article highlights the increasing competition in the mid-to-high-end hotel sector, with InterContinental Hotels Group (IHG) launching the upgraded 5.0 version of its Holiday Inn Express brand to enhance competitiveness in this market [1] - The investment market is becoming more rational and refined, leading to a growing interest in mid-to-high-end select service hotels as investment hotspots, with a focus on controlling construction costs to safeguard profits [1] - IHG is re-evaluating owner investment returns and emphasizing cost reduction and efficiency improvements, aiming for the upgraded brand to help investors navigate industry cycles while achieving both investment and profitability [1] Group 2 - Since entering the Greater China region in 2004, the Holiday Inn Express brand has accelerated its expansion from first-tier cities to nationwide, focusing on locations near high-speed rail hubs and urban subway networks, with 366 hotels currently in operation and 214 under construction [2] - Major hotel brands are launching new brands or upgrades to better position themselves in key new market segments, with IHG's recent strategic upgrades across its mid-to-high-end brands aimed at optimizing investment cost structures and enhancing brand value [2] - The Chief Development Officer of IHG's Greater China region stated that standard business hotels no longer meet increasingly personalized consumer demands, indicating a shift in the hotel market towards more diversified offerings to cater to evolving market needs [2] Group 3 - In 2024, Huazhu's mid-to-high-end hotels are expected to grow by 35%, reaching 873 hotels, with the number of hotels under construction increasing to 521 [3] - Jinjiang Hotels reports that 60.76% of its opened hotels are mid-range or above, indicating that the growth of mid-to-high-end hotels is becoming a dominant force in the company's market development [3] - According to Frost & Sullivan, the domestic mid-to-high-end hotel market is projected to reach a scale of 155 billion yuan by 2026, with a compound annual growth rate of 27.6% [3]