This is an era when the aroma of wine also needs to be drunk. At the 2024 Digital Intelligence Forum Shanghai Station not long ago, Zhu Yujia, vice president and CMO of Luyue Group, had a heated discussion with a group of industry leaders on the topic of "product is content, use good content to break the volume and create new".
In the new era, product content is not only the core of the interaction between brands and consumers, but also the key to shaping brand image and reputation. "Content is the most critical element in creating products and marketing gestures. "A comfortable sleep, a delicious breakfast, intimate butler service and a wealth of experiential activities, each content scene forms the core of the interaction between the B&B hotel and its guests. "Product content is a productivity that cannot be ignored, and natural positive feedback is always the best way for Luyue Group to connect with its target customer group. ”
High-end vacation products have attracted increasing attention in recent years. According to Frost & Sullivan's report, from 2021 to 2025, mid-to-high-end hotel chains are expected to become the fastest-growing segment in the entire hotel industry. Consumers have a more personalized and differentiated demand for high-end vacation products, which just gives high-end chain vacation homestays such as Huazhu luxury a broader space for growth.
Flower building luxury Putuo mangosteen incense residence
"The realm of the unreached, the accommodation is elegant. "For a long time, the mission of Luyue Flower Building Luxury has been to create a beautiful vacation experience, integrating high-end personalized services, natural and cultural landscapes and local culture to create a high-end homestay brand and define high-end vacations in the new era. Last year, with the innovation of access standards, in order to ensure the consistency of high-quality services in stores, Huazhu Luxury comprehensively created and implemented 17 refined SOPs, focusing on improving the user's accommodation experience. By the end of 2023, the Huazhu luxury point score reached 4.87, maintaining the first place in the industry.
At the meeting, Zhu Yujia introduced a successful case to the guests.
In September last year, the 40 million Huazhu Luxury Bamboo Xiangju was officially opened. There are a total of 38 guest rooms, ranging in size from 23 to 70 square meters. One wall of the guest room is designed with floor-to-ceiling windows, which can maximize the beautiful scenery of the mountains and seas, and some rooms can also overlook the South China Sea Guanyin not far away. State-of-the-art underfloor heating throughout the house, 24-hour butler service and high-quality amenities...... The high-quality software and hardware services have made Zhuxiangju highly praised by many parties as soon as it opened.
At the same time, with the Putuo Buddha culture as the core, Huazhu Luxury Bamboo Xiangju has developed a series of unique experience activities. From copying scriptures to worshipping the Buddha at four o'clock, and then to the exclusive sightseeing route customized by the boutique, the well-designed experience activities not only enhance the experience value of customers' residence, but also create a unique experience product of the South China Sea Buddha Country that belongs to Zhuxiangju.
Flower building luxury and bamboo incense residence exclusive customized sightseeing route
These well-designed vacation products, through the spread of the Internet, have formed a strong word-of-mouth effect, which has made Huazhu Luxury Zhuxiangju rise rapidly on Internet platforms such as Ctrip and online social media, with a score of 4.9, ranking among the top in the Putuo Mountain area. "A good experience is always about the local culture. The profound cultural heritage of Putuo Mountain and the unique landscape of the South China Sea make Putuo Mountain have tourism resources that are different from other islands, and also meet the needs of high-end users. ”
Luyue Group understands that compared to other hotel brands, their advantage lies in the unique local culture and product design of each store. Therefore, while developing a unified marketing strategy, the Group also takes into account the individual differences of each store.
Last year, while comprehensively creating and implementing 17 refined SOPs, Luyue Group launched a flower building luxury experience activity manual. This handbook not only provides a unified direction for stores, but also encourages stores to develop according to their own characteristics. This ensures that the consistency of the brand is maintained, while emphasizing a personalized experience. "In general, Luyue Group provides an overall direction, and stores are free to develop on this basis. In addition to Flower Building Luxury and Bamboo Fragrance Residence, B&Bs such as Old Rain New Knowledge, Gar Manor, and Riran Oriental have also developed experience products with their own regional characteristics, which not only integrate local culture, but also ensure the quality of high-end B&Bs.
The key to the success of high-end B&B lies in "people-oriented, land-based". "The content of the product needs to have temperature, and this must have a deep understanding of the psychology of consumers and closely integrate with local cultural characteristics. "By deeply cultivating local culture, refining authentic and distinctive high-end vacation products, and building effective content communication channels, Huazhu luxury series homestays have become a leader in the high-end vacation product market. Luyue Group always firmly believes that excellent products and sincere service are the key to ensuring the longevity of the brand. Looking ahead, Luyue Group will continue to optimize the product experience and create better content to win market recognition.
* Let everyone have a great vacation experience *