2013130_艾瑞咨询_2012年中国精品与设计酒店用户线上调研报告（45页）.pdf

2012 China Boutique and Design Hotel Online Consumer Survey Report 2012 iResearch Consulting Group Jan 5th,2013 Beijing|Shanghai|Guangzhou|Shenzhen|Tokyo|Silicon Valley|Hong Kong Contents Trends by total Background and objective Boutique and design hotel user insight APPENDIX:Subgroup profile 2 Abbreviations&definitions:Abbreviations&definitions:P12M 12 Past 12 months till survey date F12M 12 Future 12 months from survey date MPI Monthly personal income MHI Monthly household income 3 Contributors Contributors Lily Zou Co-President iResearch Consulting Group L+86 21 51082699 Vanda Chen Consulting Manager iResearch Consulting Group+86 21 51082699 4 About ABOUT China Boutique and Design Hotel Online Consumer Survey Report 2012 2012 The China Boutique and Design Hotel Online Consumer Survey report is published in Q1 of 2013.Data and findings of this report is based on a joint survey conducted by iResearch Consulting Group,in conjunction with International Design Hotel Forum Committee.The content of the findings in this report should be read and interpreted within the context of responses submitted by survey respondents.2012 2013 1 5 iResearch company introduction INTRODUCTION iResearch iResearch Founded in 2002,iResearch is a leading organization focusing on in-depth research in Chinas internet industry,including online media,e-commerce,online games,mobile internet and wireless value-added services,etc.With more than 200 experts,iResearch is dedicated to providing high quality products and services to increase our clients understanding of Chinas internet industry and,therefore,enhancing their profitability and competitiveness.As one of the pioneers in this field,iResearch has achieved great success by providing precise analysis support,consulting services and customized solutions to more than 700 clients in the past 9 years,including new media,agencies,investors and manufacturers.In addition to the research teams located in Beijing,Shanghai and Guangzhou,iResearch also launched branches in Tokyo and San Francisco in order to enhance our services to global clients.We truly believe our products and services will help you take advantage of the opportunities in Chinas booming internet industry.6 Disclaimer Disclaimer This report is composed solely by iResearch Market Research Co.,Ltd.Copyright of the whole report and text,graphs,charts or any other part of the report is protected by China laws and regulations of intelligence property rights.No reference to the report or any part of it may be used for commercial object without the prior written consent of iResearch Market Research Co.,Ltd.Data and findings in this report is directly acquired from sampling survey,which might be influenced by sampling.Limited by survey methodology and sampling,part of these data and findings cannot completely reflect the actual situation of the market.Therefore,this report is only a market reference for those who receive it in a legal way.iResearch Market Research Co.,Ltd.shall not be liable for the accuracy of data or findings in this report.7 Background 2012 2 In the end of 2012,iResearch Consulting Group and International Design Hotel Forum Committee launched a joint online survey of boutique and design hotel consumers with the purpose of better knowing the awareness and usage of boutique and design hotels,as well as consumer behaviors in boutique and other hotels.They survey last for 2 months.8 Survey design Methodology:Online questionnaire survey Random sampling on target websites Survey period:2012 10 26 12 21(Oct 26th Dec 21st,2012)Sample criteria:Age 18(18+y.o.)Gender(Male and female)Internet behavior 6 visitor of 6 target tourism websites Valid sample size:N=439 9 Contents Background and objective Trends by total Boutique and design hotel user insight APPENDIX:Subgroup profile 10 -Travelling behavior-Total 11 Travel frequency 12/3.7 5.7 12 In the past 12 months,the respondents travels 3.7 times for private purpose and 5.7 times for business purpose.And in future 12 months,they plan to travel at similar frequency for either purpose.12 M1 12 How many times have you travelled in the past 12 months?M2 12 How many times do you plan to travel in the next 12 month?1%26%73%11%23%66%12512 125125/Private trip Business trip Base=439/Private trip Mean=3.7 Business trip Mean=5.7/Private trip Mean=3.6 Business trip Mean=6.1 12/F12M private trip destination 12 overseas destination among respondents,while Hong Kong/Macao/Taiwan ranks first in domestic destinations.13 M6 12/In the next 12 month,where do you plan to have a private trip?Please select all the destination(s)youve planned to go.52%32%12%9%54%31%26%26%16%15%4%5%Southeast Asia Europe North America Other overseas destination Hongkong/Macao/Taiwan Southwest China South China East China Northwest China Northeast China Other domestic destination No plan yet Base=439 12/F12M private trip destination Overseas destinations Domestic destinations Hotel usage and behavior-Total 14 Hotel booking subject 45%83%45%respondents book hotel by themselves as well as by their company in business trips,while unsurprisingly,83%of them book hotel by themselves in private trips.15 M4 When travelling for business purpose,who usually books hotel for you?M5/When travelling for private purpose,who usually plans your trip?83%7%5%3%1%Myself My friend My spouse/partner My company Other Base=428 Those who have travelled for personal purpose at least once in P12M or plan to have private trip in F12M 45%30%25%Both I book hotel by my self My company book hotel for me Base=320 Those who have travelled for business purpose at least once in P12M Hotel booker business trip/Hotel booker private trip Hotel booking channels 65%10%Online hotel booking platform is the most frequently used hotel booking channel,enjoying a choice rate of 65%.However,no traditional offline channel gets a over 10%rate.16 65%25%5%4%0%2%114 12580 Through online hotel booking platform(Ctrip,eLong,114,Through hotel official site or service phone Through travel agency Upon arrival at hotel/At airport/railway station/downtown travel service center Other Base=428 Those who have travelled for personal purpose at least once in P12M or plan to have private trip in F12M M9/What is your most frequently used channel(s)to book a hotel for private purpose?Hotel booking channels Feedback after hotel booking 1 32%1 Most online bookers expect a feedback within 1 hour after their booking.Only 32%can bear longer waiting.17 B1 After booking a hotel online,you will receive confirmation through text message or phone call.So what is the longest time you can wait for this confirmation?32%36%12%5%13%2%0%30 Within 30 min 1 Within 1 hour 6 Within 6 hours 12 Within 12 hours 24 Within 24 hours 2 Within 2 days Even longer period Base=384 Those who usually book hotel through online channel(choose official site or online platform in M9)Latest endurable feedback time 32%Hotel type 12/60%12 50%4 60%P12M private travelers claim booking boutique and design hotel,and 50%P12M business travelers claim booking 4-star and above hotel.hotel is,as later survey result shows.18 M7 What kind of hotel will you choose to stay in private and business trip?Please select all the items you will consider.60%38%36%26%17%3%32%49%2%16%38%3%Boutique hotel 4 Starred hotels(4-star and above)Bed&breakfast Service apartment 4 Starred hotels(below 4-star)Other/Private trip Business trip Base=325 Those who travelled for personal purpose in P12M.Base=318 Those who travelled for business purpose in P12M.Hotel type Room charge payment methods and online discount 61%12 POS Though online payment is very popular among online bookers,61%of them frequently pay room charge by POS on arrival in P12M.88%But,if a discount is offered for immediate online payer only,88%respondents will choose this discount instead of full payment by POS on arrival.19 B2 Which of the following 2 payment terms will you prefer when booking a hotel online?B3 12 Which modes of payment did you use most frequently in the past 12 months when booking a hotel online?B4 Which modes of pay ment are you most willing to use in future when booking a hotel online?Special offer,pay when booking 88%Full price,pay on arrival at hotel 12%Base=384 Those who usually book hotel through online channel(choose official site or online Online discount 61%59%33%32%10%5%1%1%1%40%19%14%8%2%11%2%3%1%POS/POS credit/deposit card transaction on arrival Through online bank Through 3rd party pay service(PayPal,etc.)Cash payment on arrival at hotel Through offline service spot of online 3rd party Through mobile phone/Through offline 3rd party pay service Through telephone Other 12 Most frequently used in P12M Most expected to use in future Base=384 Those who usually book hotel through online channel(choose official site or Room charge payment methods Hotel room nights and spending 2.2/3.8/12 As an average,the respondents stay 2.2 nights in a business trip and 3.8 nights in a private one.Meanwhile,they book more expensive hotels for private purpose.However,their total hotel spending for business trips still exceeds that for private trips.20 M1 12 How many times have you travelled in the past 12 months?M3 Averagely,how many nights do you stay in hotel during a trip?M8 RMB/Usually,how much is your highest nightly budget for hotel?(RMB per night)3%40%56%3%12%86%74710,000 RMB Hotel room nights per trip Hotel price(per room night)12 P12M total hotel spending Business trip Mean=2.2/Private trip Mean=757 RMB Business trip Mean=698 RMB Business trip Mean=11,925 RMB/Private trip Mean=10,592RMB/Private trip Mean=3.8 Contents Background and objective Trends by total Boutique and design hotel user insight APPENDIX:Subgroup profile 21 Boutique and design hotel awareness 22 Boutique and design hotel awareness 82%Boutique and design hotel is not a little-know item,82%respondents have heard of it.23 F1 boutique and design hotel Have you ever heard the term boutique and design hotel?Yes 82%No 18%Base=439 boutique and design hotel awareness Boutique and design hotel features 25%25%boutique and design hotel hearers turn out to misunderstand boutique and design hotel for other type of hotels.24 F2 In your opinion,what is the feature(s)of boutique and design hotels?What is the feature(s)of starred hotels?95%78%71%67%62%53%48%23%11%11%9%2%3%10%3%4%4%23%40%50%49%80%11%70%81%0%Stylish interior design 200 Holding less than 200 guest rooms Reconstructed historical building Single spot Featured food/SPA Featured facilities(warm spring/SPA,etc.)Expensive 5-star or above President room and service all over the world Economical Chain of hotels 200 Holding 200+guest rooms Other Boutique hotel Starred hotel Base=360 Those who are aware of the term boutique and design hotel(choose yes in F1)False hearer 25%boutique and design hotel features Boutique and design hotel usage&behavior 25 Boutique and design hotel usage 70%Among those who have heard boutique and design hotel and recognize the item in a right way,70%have checked in a boutique and design hotel at least once./Obviously,more respondents check-in boutique and design hotels in private trips,while their check-in frequency is lower than business travelers.26 F3 Have you ever checked-in a boutique and design hotel?F4 When will it be more probable for you to check-in a boutique and design hotel,during a private trip or during a business trip?F5 12 How many times have you checked-in boutique and design hotel(s)in the past 12 months?Yes 70%No 30%Base=270 Those who have a right concept of boutique and design hotel(choose none of the error feature in F2)boutique and design hotel usage 92%23%/private trip business trip Base=190 Those who have ever checked in a boutique and design hotel(choose yes in F3)boutique and design hotel check-in situation 67%28%4%1%0%55%27%9%5%5%12 Oncetwice 35 3-5 times 610 6-10 times 1015 10-15 times 15 more than 15 times business trip/private trip Base=44 Those who travelled for business purpose in P12M.Base=175 Those who travelled for personal purpose in P12M.P12M P12M boutique and design hotel check-in frequency Business trip Mean=3.9/Private trip Mean=2.6 Boutique and design hotel future consideration 60%/60%true recognizers will consider to check-in boutique and design hotel in both private and business trips.27 60%36%4%0%For both private and business purposes For private purposes only For business purposes only I wont check in boutique hotel again Base=270 Those who have a right concept of boutique and design hotel(choose none of the error feature in F2)boutique and design hotel future consideration F7/Will you consider to check-in boutique and design hotel(s)in future trips?Tier 2 Tier 1 Boutique and design hotel decision factors 5 The top 5 decision factors are all about architecture and interior design.28 F9 Which factors do you care most in deciding a boutique and design hotel to stay?40%29%29%25%23%10%9%9%8%6%4%4%3%0%interior design Featured architecture/Landscape/environment Culture Room comfort Location Courtesy Price Guest comments Reputation(brand,etc.)Complete facilities Featured food Service Other Base=270 Those who have a right concept of boutique and design hotel(choose none of the error feature in F2)Boutique and design hotel price and room charge payer 1,182 15%2,000 The true recognizers can accept an average price of 1,186 RMB.15%of them can even accept a price higher than 2,000 RMB.25%Notably,25%business travelers in this group let their business partner take the room expense.29 F6 Who usually pays for your boutique and design hotel stay?F8 RMB Whats your highest nightly budget for boutique and design hotel?(RMB per night)10%22%17%12%13%11%9%6%601-800 RMB801-1,000 RMB1,001-1,200 RMB1,201-1,500 RMB1,501-2,000 RMB2,001-2,500 RMB2,500 RMBBase=270 Those who have a right concept of boutique and design hotel(choose none of the error feature in F2)Highest affordable price Mean=1,186 RMB 88%10%9%7%3%2%11%0%0%86%25%2%Myself My spouse/partner My friend My company Business partner Other/Private trip Business trip Base=175 Those who travelled for personal purpose in P12M.Base=44 Those who travelled for business purpose in P12M.Room charge payer Contents 30 Background and objective Trends by total Boutique and design hotel user insight APPENDIX:Subgroup profile Total 31 Demographic profile by total 32 Tourism website visitors are generally young and well-educated Female is in a slight majority of this population S1 Please select your year and month of birth.S2 Please select your gender.D1 What is the highest education you have received?1%13%61%24%1%High school and below College Undergraduate(bachelor)Master Ph.D and above Base=439 Female 57%Male 43%Base=439 38%34%15%6%5%1%18 25 18-25 y.o.26 30 26-30 y.o.31 35 31-35 y.o.36 40 36-40 y.o.41 45 41-45 y.o.45 older than 45 y.o.Base=439 Age Gender Education Mean=27.8 87%86%Occupation by Total 15%Office staff,professionals and middle management staff consist more than half of the tourism