The Xitan Hotel, which was "washed away" by the heavy rain, resumed business, starting at 7,000 yuan per night, and the room type of 10,000 yuan was sold out on the first day

Times Finance

2024-05-16 07:42Posted on the official account of Guangdong Times Finance

Source of this article: Times Finance Author: Lin Xinlin

"The green mountains are still the same, and they are as old as ever." The Sidham Hotel in Beijing, which was on the hot search last year because the lobby was washed away by heavy rain, will reopen.

Image source: The official website of Sidham Hotel Beijing

Recently, Wild Luxury Hotel Xitan announced on its official public account that it will open reservations from May 25. On May 15, the relevant staff of Xitan Hotel told Times Finance that room reservations for the period from May 25 to August 31 have been officially opened.

On July 29 last year, the remnant circulation of Typhoon Dusuri moved northward, causing super heavy precipitation in the Beijing-Tianjin-Hebei region.

Known as "the most expensive hotel in Beijing", the Xitan Hotel is located at the former site of Yangpo Yuan Village in Mentougou, which is thousands of kilometers away from the thousand-year-old temple Tanzhe Temple, and the daily room rate of the hotel ranges from 6,000 yuan/night to 15,000 yuan/night. Due to the heavy rain and flash floods, the hotel has removed listings from multiple OTA platforms since August last year.

After 10 months, it was reopened, and the 10,000 yuan room type was booked

During last year's torrential rains, the Sidham Hotel was severely damaged. According to the distress information posted by hotel guests on social platforms at the time, the road outside the hotel was washed away by flash floods, and some public areas in the hotel were flooded, including the hotel lobby furnishings were full of mud, and the outdoor garden bridge, outdoor swimming pool and other landscaping were also damaged.

After several months of restoration, on May 15, the above-mentioned staff of the Sitan Hotel introduced that the hotel has carried out corresponding decoration and upgrades for the outdoor landscape and some rooms, including the previously damaged lobby, which has also been repaired. The staff member said that after the reopening of reservations, there have been orders for check-in from May 25, including orders for the Dragon Boat Festival holiday.

Times Finance checked the official mini program of Xitan Hotel and learned that on the day of reopening on May 25, 8 room types were displayed as "booked", including 12,520 yuan/night "Yongcui Panorama Suite" and 10,558 yuan/night "Hancui Mountain View Big Bed Room", etc., the former is the most expensive room type. The lowest price is the "Hancui Exquisite Garden View Big Bed Room", the room price is 7115 yuan / night, and it can still be booked.

According to the mini program, within half a month of reopening, multiple room types of the hotel were booked every day. In addition, the overall price of the hotel has changed compared with before, and the staff said that it is mainly in response to market adjustments, and some room types have increased in price, and some have been lowered.

Wang Lei (pseudonym), the designer of the hotel, told Times Finance that although the interior of the hotel has been repaired, the surrounding landscape environment and infrastructure may not have been fully restored, which may have an impact on the value of the hotel. The above-mentioned staff said that the natural environment around the hotel has been almost restored, and the municipal government has been actively repairing the road conditions.

In fact, since the extremely heavy rainfall in July last year, the post-disaster recovery and reconstruction work in Mentougou and Fangshan districts in Beijing has been continuously promoted. According to the Beijing News report in January, according to the 2024 Beijing Municipal Government Work Report, nearly 70% of the affected country houses are operating normally. On April 11, the official public account of "Beijing Mentougou" said that as of now, 11 of the 17 scenic spots have not yet been reopened.

"The nearby Miaofeng Mountain Scenic Area only resumed business on April 30." The owner of Mentougou "Natural Awakening B&B" told Times Finance that since the B&B itself was not affected, the B&B had resumed business on September 1 last year. "We are one of the first to recover, and the occupancy rate of May Day this year has exceeded 90%."

According to the owner of the B&B, the B&B hotel in Mentougou has basically resumed business, but the houses in some low-lying areas may be seriously damaged, and traces of the flood can still be seen on the mountain.

Wild luxury hotels are popular, and the price of tens of thousands of dollars is called "middle-class harvester"

The wild luxury hotel track where Sidham Hotel is located has also exploded in recent years.

During the epidemic, due to the restriction of travel radius and the sinking demand of high-end consumers such as outbound travel groups, domestic wild luxury hotels ushered in a period of rapid growth. In Yunnan, Guizhou, Xinjiang, Tibet, Qinghai and other places, many wild luxury hotels have emerged. However, compared with the development of foreign countries for more than 100 years, the wild luxury hotel format is still in the initial exploration period in China.

Compared with traditional hotels, the main characteristics of wild luxury hotels are that they are based on the original natural environment as the background, the rural architectural style is the exterior, and the interior is luxurious and luxurious. At the same time, although it is located in a remote rural area, the room rate can be comparable to that of a high-star hotel.

It has been reported that in the wild luxury hotel circle, a tent of 1,500 yuan per night is the foundation, and a room of 3,000 yuan per night is only the first level, and the price from 5,000 yuan to tens of thousands of yuan can be seen everywhere.

The high cost of construction is one of the reasons for the high price of such hotels.

According to the public information previously disclosed by the Xitan Hotel, the landscape of the hotel was designed by the Japanese gardening master Nomura Kanji and Shunjing Garden team, which took 8 years to complete with 800 million yuan, retaining a number of ancient architectural sites and plants with a history of more than 500 years, covering an area of 13,000 square meters.

The background of the hotel owner is also very strong. According to industrial and commercial information, Cheng Shaoliang, the actual controller of Xitan Hotel, is Yintai Gold (000975. SZ), BII Development (600683. SH) shareholders and holds shares in a number of tourism companies. Prior to that, Cheng Shaoliang was the vice chairman and president of BII Yintai Co., Ltd. before resigning in 2015.

Wang Lei, a designer of the hotel and B&B, pointed out that some wild luxury hotels that sell at high prices have invested more in materials and technology, "such as 300 yuan to 600 yuan per square meter for ordinary stone, but some high-end stones are as high as 2,000 yuan per square meter." ”

Zhou Mingqi, founder of Jingjian Think Tank, also said that the construction cost of wild luxury hotels is generally higher than that of ordinary urban hotels, including transportation costs, labor costs, construction difficulties, and many hidden projects in the suburban environment. However, Zhou Mingqi pointed out that the advantage of wild luxury hotels is that the land price is cheap, "considering the cost of land, the total cost is not necessarily much expensive." ”

In addition, joining a specific hotel alliance brand is a common promotion method for wild luxury hotels in the current market. The hotel is now managed and operated by the Relais & Châteaux International Boutique Hotel Alliance, which is the first resort hotel in North China.

Despite the high price of wild luxury hotels, there are still some consumers who travel thousands of miles to check in for them, which was once called the "harvester" of the middle class and Internet celebrities.

Li Lan (pseudonym), a consumer who has experienced several wild luxury hotels, said that he mainly entered the pit wild luxury hotels around 2021, when he felt that wild luxury hotels are generally deep in the mountains and forests and can have a more unique stay experience. ”

However, Li Lan said that because of the special location, the transportation of many wild luxury hotels is very inconvenient, "some can even be called barren mountains and mountains." In addition, Li Lan believes that the prices of many wild luxury hotels are somewhat "inflated", and there is still a big gap between hardware and software and mature star-rated hotels.

In addition, in order to create a pristine natural atmosphere, most of the wild luxury hotels are located near mountains and rivers, which also requires a strong ability to cope with natural disasters. In addition to the Beijing Sidham Hotel, the famous Internet celebrity wild luxury hotel Yangshuo Sugar House and Yangshuo Xiangzhang Huaping Hotel have also been damaged by floods.

However, Zhou Mingqi also pointed out that because the outbound travel market has not fully recovered, and more domestic hotels are concentrated in urban hotels or tourist attraction supporting hotels, so such pure resort hotels still have long-term market demand. "High-quality wild luxury hotels are still a blue ocean market in China."

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