2018年你需要了解的酒店趋势信息（英文版）.pdf

Everything You Need to Know About Hotel Trends in 2018 GUIDEIndex Introduction 3 2018 Global Outlook 5 Trend #1: New Opportunities in Europe the economy finally recovered from its previous downturn, achieving an impressive growth in global tourism arrivals of 8 percent in 2017. In the Americas, growth was only 3 percent in part due to a slow down in inbound travel to the United States. Note, however, that these numbers do not include domestic travel, which was strong in the US in 2017, helping hotels to reach a record occupancy rate of 65.9 percent. In Asia Pacific, growth in tourism arrivals was also strong in 2017, at 6 percent, although its not clear how much profit made its way into the pockets of hoteliers. As much as 70 percent of online bookings in Asia are made through OTAs, according to Phocuswright. Growth in Africa was also very strong, at 8 percent, and the Middle East achieved 5 percent growth. Globally, the growth rate is projected to level off in 2018 but remain strong at between 4 and 5 percent. 2018 Global Outlook 72018: The Year of Great Expectations Given such strong financial performance in the global hotel industry in 2017, can hoteliers rest on their laurels in 2018? Not likely. During ReviewPros recent webinar, Four Trends Transforming Hotel Marketing and Operations in 2018, we asked our listeners about revenue expectations for this year. Here are the results: Overall, 80 percent of listeners expect increases in revenue in 2018. No pressure! In the coming sections well explore ways to meet those expectations both directly and indirectly. 48% 32% 8% 3% 0% 20% 40% 60% Moderate increase in revenue Big increase in revenue Similar to last year Decrease in revenue Q: What are the expectations of your hotel/brands performance in 2018? 2018 Global Outlook 8New Opportunities and ThreatsOur first trend is less a single trend than a series of moves by the biggest players in online travel that have created new opportunities and threats for hoteliers. Recently, Expedia, Google, TripAdvisor, Ctrip, and Airbnb all launched products or initiatives that directly impact hotels. As public companies (save for Airbnb), they are under pressure from shareholders to grow revenue and profits. Growth has slowed in some of the areas where they previously enjoyed exponential growth, which has obliged them to pursue new revenue streams. Lets look at a few of these changes. New Opportunities and Threats 10Now under the leadership of CEO Mark Okerstrom following the departure of Dara Khosrowshahi to head up Uber last year, Expedia unveiled ambitious plans to position itself as a “technology platform for hotels” at its user conference in December. The company intends to “build the worlds first all- property solution for hotels .bringing hotel operations, revenue management, brand loyalty, data and distribution together to provide better value to hotels,” according to Tnooz. Hotel operations? You heard right. Since launching its revenue management tool in 2016, Expedia has signed on 20,000 usersin part by giving it to hotel partners for free. Now the company is moving into hotel operations, having purchased a majority stake in ALICE, an operations platform for hotels. “Hotel operations is the next space for disruption,” said Benoit Jolin, Expedias VP of global product, during the conference. “No one has designed a system across the hotel: maintenance, housekeeping, guest communication. Hoteliers need to be connected and engaged across the proliferation of channels.We will see more vendors emerge that help hotels manage these touch points.” Expedia: Expanding into Operations Tech 11You may recall that Priceline made a similar move into hotel technology a couple of years ago with the launch of its BookingSuite platform, which offers several marketing and revenue management tools and services to hotels. How should hoteliers feel about online travel agencies moving into hotel operations, revenue management and marketing? That depends on how you feel about OTAs. Some industry experts say there is good reason to be wary. “Are hoteliers being fooled by OTAs for a second time?” posits Marco Benvenuti, co-founder of Duetto and a former market manager at Expedia, in a recent article on HotelManagement. He reminds us that about fifteen years ago, hotels opened their doors to OTAs, and they have been fighting to gain back control of their bookings ever since. “We all know what an over-reliance on OTA demand will do to a hotels profitability,” Benvenuti writes, cautioning hoteliers, “Before you hand over the keys to your guest data and hotel operations, this time be sure to consider the consequences.” Should Hotels Be Concerned? 12Regardless of how you may feel about OTAs, its hard to deny that they provide a vital distribution channel for hotels, helping to increase demand, fill rooms and reach untapped markets. That certainly holds true of Chinas Ctrip. Ctrip has been growing by leaps and bounds in recent years and appears destined to becoming a viable challenger to the Expedia-Priceline duopoly in some regions of the world. If China isnt on your radar, 2018 may be the year to change that, especially if youre located in a destination favored by Chinese travelers like Europe, the U.S. and Asia. (See graph). With the largest population in the world, a rapidly growing middle class, and a population of which only 6 percent hold a passport, China is expected to be the worlds largest source of outbound tourism demand by 2022, overtaking the U.S. Source : Euromonitor International, Oct 2017, via Tornos News Do You Have a China Strategy? 13Accessing Chinese travelers from outside of China isnt easy, however. Many of the marketing platforms used by hoteliers are blocked in China, including Google, Facebook and YouTube. With its primary market of Chinese travelers and a renewed focus on growing its outbound business, Ctrip represents a highly targeted channel for reaching Chinese travelers. If youre not listed on the site and actively managing rates and inventory, now may be the time to do so. In addition to having a Chinese-language website, hotels that wish to attract Chinese travelers should cater to the unique needs and interests of individuals and groups. From an operational perspective, this may include offering translation services and on site signage, special menu items, and help with local tours and activities. Catering to Chinese Tourists 14According to Google, mobile searches containing the word best soared by 80 percent in the past two years. During the same period, searches that included the word reviews also increased significantly. Why? When people search for a business such as restaurant, plumber or hotel they dont want to be overwhelmed with choices; they want to know which option is the best. And they read reviews for confirmation that theyre making the right choice. In the example pictured here, the top three listings in a search of best boutique hotels in Bangkok all have very high Google ratings. Last year, Google confirmed that reviews factor into search rankings for local businessesmeaning that positive reviews mean higher visibility in search. In 2017, Google confirmed that reviews of local businesses are factored into search results. Google recently added new features to its review product. Google: When Only the Best Will Do 15If you click on a hotels reviews, youll see that Google has given its neglected review product some attention of late. Now users can sort reviews by traveler type, review source and other factors such as the most helpful, most recent and highest score. The takeaways here? Do you have a clear idea of what your hotel does best in your region? Do you communicate these features clearly on your website? And do your guests corroborate the claims in glowing reviews? All of these factors will help drive more travelers to your website and to your front door in 2018. Google Reviews 16Recently, you may have noticed another new feature from Google called Questions and Answers. Search a business on Google, and a Knowledge Panel appears on the right of the page. Scroll down, and you may see a section of the panel entitled Questions you need to respond from the Knowledge Panel (dont ask us why!). If you dont see any questions, either none have been posted or the feature isnt yet active in your area. While these changes are relatively minor, theyre indicative of a larger trend. A hotels Knowledge Panel has become like a secondary website and combined OTA listing, displaying rates and availability, booking options, imagery, descriptions, reviews and more. To boost visibility and website traffic within the Google ecosystem, hotels must manage content on the graph much like content on your website. While you cant directly control all of the information, key details can be managed from your Google My Business account. GooglesKnowledgePanel 18Last year, TripAdvisor introduced major changes to how it displays hotels in search results on desktops and mobile devices. In this screenshot of a search of hotels in London, you can see that the Chesterfield Mayfair is at the top of search results even though it ranks #13 in traveler popularity. The hotel occupies this position through Sponsored Placements, cost-per-click ads that allow hotels to buy their way to the top of search results. Only the Sponsored tag indicates that its a paid advertisement. Organic listings start just below, but they now have a commercial aspect too. The Grange St. Pauls Hotel is listed as the #1 “Best Value” of over 1,000 hotels in London but ranks #353 in traveler popularity. Similarly, Hilton London Paddington is listed as #2 in Best Value yet ranks #410 in popularity. You will find examples like this in destinations around the world, probably including yours. A search of hotels in London on TripAdvisor using the Best Value sorting option TripAdvisors Best Value Ranking 19TripAdvisor rolled out the Best Value sort worldwide in May 2017. It is now the default ranking for mobile and desktop searches. The popularity ranking, which ranks hotels based on traveler reviews, is still around, but has been renamed Traveler Ranked. To access it users must switch the sorting option at the top of the page. How does the Best Value sort work? According to TripAdvisor, hotels are ranked “using exclusive TripAdvisor data, including traveler ratings, prices, booking popularity, location and personal user preferences.” This means that pricing, room availability and sales all play a factor in rankings, in addition to traveler reviews. And because user preferences are also factored in, search results may vary by user. Watch Webinar TripAdvisor for Hotels: How to Drive More Reviews, Referrals & Revenue TripAdvisor has never been more integral to the success of hotels. If youre not actively managing your presence on the worlds most popular travel website, youre missing out on opportunities. How Does the Best Value Sort Work? 20Why did TripAdvisor make this change? In a nutshell: to sell more rooms. Instant Booking has not gained the traction the company hoped for, and its stock value has declined substantially in the past two years. Hotels that previously depended on rave reviews and a high rating to generate traffic from TripAdvisor may have noticed a drop in referral volume. By the same token, hotels with lower traveler ratings may have seen a bump in traffic. To gain greater visibility under the Best Value sort, Kevin Carter, TripAdvisors associate director of communications, recommended focusing on three key areas in a recent article on the Reknown blog: 1) Supply rates and availability Hotels can provide rates and availability, directly via TripAdvisors Instant Booking or Cost-Per-Click products, or indirectly via anOTA. 2) Demonstrate quality Reviews from travelers reflecting the high quality of service provided are very important. This positive feedback, along with improvements hotels make to their business based on guest feedback, can help improve the hotels visibility in the Best Value ranking. 3) Improve booking frequency. Providing competitive rates is a top driver for bookings. If all else fails, theres always a fourth option: buy your way to the top of rankings with a sponsored placement. How to Increase Visibility on TripAdvisor 21A look at lodging trends would not be complete without mentioning Airbnb. The company, which marks its tenth anniversary this year, has served more than 200 million travelers to date, with three million listings in 65,000 cities around the world. In the past two years, Airbnb has been rolling out features and services designed to attract corporate and group travelers, a direct challenge to dependable and lucrative segments for hotels. More recently, the company announced it was investing U.S. $200 million in a “branded apartment project” in Florida. The model looks and sounds a lot like a hotel and is expected to be the first of many such projects. Early this year, Airbnb announced that it will allow hotels providers to list on the site through a third-party distribution network. This has the potential to be a real gamechanger for the company, making Airbnb a viable threat to OTAs. Airbnb and other private rental companies, including HomeAway, VRBO, TripAdvisor, Expedia and Booking, have slowly been chipping away at hotel occupancy in recent years, but the impact has been offset by strong performance in the hotel industry. If there is a downturn, however, hotels will be far more likely to feel the pinch. For hotel marketers and operations managers, its more important than ever to focus on excelling in the areas where private rentals cant compete: guest service, amenities, food and beverage, and social ambience. At the same time, it might be prudent to look into listing on Airbnb to capture part of its growing base. Airbnb Makes It Easier for Hotels to List Airbnb is joining with real estate developer Newgard to launch its first purpose-built apartment complex. 2017 Reuters 22