In response to the rapid changes in the hotel market and the repeated impact of the epidemic in recent years, Dongcheng Hotel Group has launched the "Old Shop Red Plan" since 2021, launching three flexible transformation plans for urban convenience hotels and Yishang hotels in view of the transformation characteristics of existing hotels in operation, promoting a new iteration of the hotel business model in the stock era, greatly reducing investment costs, and continuously creating products and services that exceed user expectations in an uncertain era.
As one of the core brands of Dongcheng Hotel Group, City Convenience Hotel has undergone multiple versions in the past 16 years since its inception. With its super sinking ability, coverage of first- to fifth-tier cities, and steady return on investment, it has won countless praise from guests and investors, and currently has more than 1,500 stores in the country. A few days ago, the City Convenient Tianmen East Lake Wanda Plaza store completed the "old store turned red", regained the brand competitiveness, and shaped the new product definition and brand connotation of "good sleep public hotel".
The exterior of the city's convenient hotel after renovation
The Red Sea of competition sinks, and the transformation of old stores becomes the norm
During the pandemic, the hotel industry has been in a protracted struggle. However, the recovery vitality of the sinking market cannot be underestimated, and the fastest rebound of major hotel chain brands in the country is almost in third- and fourth-tier cities, and the sinking market has become a "place where soldiers must compete". At present, budget hotels are facing an increasingly complex competitive market, and hotel products are in urgent need of upgrading. Under the internal and external troubles, how to defend the chain economy hotel to defend its position and what new posture to appear in the public eye is a problem that hoteliers need to think about. The City Convenience Tianmen East Lake Wanda Plaza Store recognizes that the store also needs to constantly display a new look to give consumers a better sense of experience in the long-term operation, so as to enhance the hotel's competitive advantage.
City Convenience Hotel Rooms
Group policy support, release the "old store turned red" signal
For investors in economy hotels, the transformation of stores is facing huge financial pressure, to achieve "spend small money, do big things", to achieve business while transforming to ensure that stores maintain stable operation. The "Old Shop Red Plan" launched by Dongcheng Hotel Group just meets all the needs of investors, from products, management, talents, channels, members and supply chains to multi-sector collaboration, "diversified, small-scale, cycle controllable" flexible manufacturing and sinking market resonance. Coinciding with the peak season, the investors of the City Convenience Tianmen East Lake Wanda Plaza store learned about a number of preferential policies of the "Old Store Red Plan" through the store manager, so they decided to renovate the store with the model of renovation while opening. After the investigation and construction of the project team, the hotel has completely renovated the lobby, restaurant and other public areas after two months.
The hotel's comfortable lounge area creates a warm atmosphere
Reverse the performance dilemma and recreate the investment story
Compared with the previous problems such as aging equipment, poor customer experience, product prices cannot be raised, and weak product competitiveness, the opening of the store after renovation has been well received, and the transformed store meets the consumer's demand standards for high quality and high experience of the hotel. The hotel's RevPAR increased by more than 90 yuan, the comprehensive occupancy rate increased by 22%, the room night increased by 88%, and the guest praise increased by 188%, and the input-output ratio was much higher than expected. The urban convenience hotel brand realizes the transformation of multiple provinces and multiple stores with a mature replication model, which promotes the urban convenience Tianmen East Lake Wanda Plaza store to become a benchmark paradigm and provides a strong market appeal for the sinking market. Under the blessing of the brand's high ability to resist pressure, the cost reduction and efficiency increase have been implemented, injecting a "cardiotonic agent" into the confidence of investors.
The city's convenient hotel has stepped into the era of "turning red"
In 2020, hit hard by the epidemic, China's hotel industry entered the second half. The supply of hotel products and services is undergoing rapid iteration, and the huge value of the mass market is exploding. Dongcheng Hotel Group adheres to the concept of "let the public travelers spend less money and live better" and firmly embraces the mass hotel market. Relying on Dongcheng Hotel Group's "Old Shop Red Plan", Urban Convenience Hotel takes the product as the starting point, continuously promotes the renewal and upgrading of old stores, and changes the iterative rules of economy hotels in the stock market. Strive to revitalize the brand in the sinking market.