世界酒店发展-品牌化之路

14％
雅高（Accor）
管理公司管理
21％
凯悦国际（Hyatt）
特许经营
35％
圣达特（Cendant）
连锁方式
• 直营连锁（使用统一品牌） • 管理连锁（不一定使用统一品牌） • 特许经营连锁（使用统一品牌）
连锁方式Leabharlann Baidu比
类型 扩展速度 资金要求 获得难易 控制程度 收益 投资 回报 期 风险 样板店 重点
住宿业分类
• 其他分类
– 位置 – 价格 – 房间数
2002年美国酒店业数据
地理位置
郊区 都市 公路 机场 风景区
物业数 房间数 33.0% 29.4% 42.2% 31.7% 10.8% 15.9% 8.2% 11.2% 5.0% 11.7% 4.1% 17.2% 33.2% 27.9% 17.7% 52.1% 33.4% 10.6% 2.6% 1.2% 2.3% 12.0% 24.3% 28.7% 32.7% 22.8% 35.3% 21.0% 9.7% 11.2%
• 管理公司管理
– 由专业管理公司管理，有纯粹管理合同的管理，也有带部分 股权的管理
• 特许经营授权人经营
– 特许经营授权人在出让特许经营权的同时对酒店进行管理
• 特许经营受让人经营
– 特许经营受让人在购买了特许经营权之后，自己管理酒店
运营模式的比例
类 型 比 例 例 子
独立拥有并经营酒店
30％
直营连锁
住宿业分类
• 按档次分类
– – – – –
豪华酒店（Deluxe Hotel） 5星，1000元以上 高档酒店（Upscale Hotel）4-5星－，400-800元 中档酒店（Mid-Sale Hotel）3星，200－400元 低档酒店（Low-Scale Hotel）1-2星，100-200元 社会旅舍和招待所(Budget Hotel) 100元下，有些卖 床位
Owned Leased Manaded Franchised Total Average Number Number Number Number Number Number Number Number Number Number Average of hotels of rooms of hotels of rooms of hotels of rooms of hotels of rooms of hotels of rooms of rooms IBIS Etap Hotel Formule 1 Red Roof Inns Motel 6 135 77 218 103 232 14233 5645 15901 12148 25540 240 90 135 156 490 30378 7540 10559 17476 55848 1 59 56 9 2 7621 825 167 191 90 13 95 140 13559 6750 870 8702 9443 622 266 368 354 863 65791 20760 27497 38326 90890 106 78 75 108 105
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–
–
–
住宿业分类
• 美国Mobil Travel Guide星评
– The Mobil Five-Star Award indicates that a property is one of the very best in the country and consistently provides gracious and courteous service, superlative quality in its facility, and a unique ambiance that is all its own. The hotels and restaurants at the Five-Star level are consistently and proactively responding to consumer’s needs, and they continue their commitment to excellence, doing so with grace and perseverance. – The Mobil Four-Star Award, which honors properties for outstanding achievement in overall facility and for providing very strong service levels in all areas. These award winners provide a distinctive experience for the everdemanding and sophisticated consumer. – The Mobil Three-Star Award recognizes an excellent property that provides full services and amenities. This category ranges from exceptional hotels with limited services to elegant restaurants with less-formal atmosphere. – The Mobil Two-Star Awards provide consumers with a clean and comfortable establishment but also with expanded amenities or distinctive environment. A Two-Star property is an excellent place to stay or dine. – The Mobil One-Star Award provides a recommendation to a property that is limited in its amenities and services provided, however is focused on providing a value experience while meeting travelers’ expectations. The property can be expected to be clean, comfortable, and convenient and has met Mobil Travel Guide standards and expectations at the One-Star level.
直营连锁
较慢
巨大
容易
最高
大
长
有
资金
大
特许经营
最快
一般
一般
一般
依赖规模
一般
有
品牌
小
管理合同
一般
较少
难
高
一般
短
有
人才
最小
Upscale:7% Average room rate 150-300欧元 ￥1087-￥2175
Midscale:35% Average room rate 70-150欧元 ￥507-￥1087
住宿业分类
• 按消费类型分类
– – – – –
商务酒店 旅游型酒店 度假型酒店 会议酒店 酒店公寓
住宿业分类
• 中国政府星评 ：1－5星
住宿业分类
• 美国AAA钻石评级
– One Diamond: These establishments typically appeal to the budget-minded traveler. They provide essential, no-frills accommodations. They meet the basic requirements pertaining to comfort, cleanliness, and hospitality. Two Diamond: These establishments appeal to the traveler seeking more than the basic accommodations. There are modest enhancements to the overall physical attributes, design elements, and amenities of the facility typically at a moderate price. Three Diamond: These establishments appeal to the traveler with comprehensive needs. Properties are multifaceted with a distinguished style, including marked upgrades in the quality of physical attributes, amenities, and level of comfort provided. Four Diamond: These establishments are upscale in all areas. Accommodations are progressively more refined and stylish. The physical attributes reflect an obvious enhanced level of quality throughout. The fundamental hallmarks at this level include an extensive array of amenities combined with a high degree of hospitality, service, and attention to detail. Five Diamond: These establishments reflect the characteristics of the ultimate in luxury and sophistication. Accommodations are first class. The physical attributes are extraordinary in every manner. The fundamental hallmarks at this level are to meticulously serve and exceed all guest expectations while maintaining an impeccable standard of excellence. Many personalized services and amenities enhance an unmatched level of comfort.
30以下 30-44.99 价格（ $） 45-59.99 60-85 85以上 75间以下 75-149 150-299 300-500 500以上
房间数
酒店运营模式
• 独立拥有并经营酒店
– 自己拥有酒店，并自行管理。这就是通常意义上的单体酒店
• 集团连锁
– 由同一法律实体公司拥有酒店并进行管理
Economy:58% Average room rate 23-70欧元 ￥166-￥507
BreakDown by operation
Managed or franchised 35%
Owned 23%
Leased 42%
Accor December 31,2001
BreakDown Of The Hotel Portfolio by Type Operation At December 31 2002
世界酒店发展－品牌化之路
如家酒店学院讲稿
纲要
• • • • 酒店业一般知识 国际酒店业简介 中国酒店业简析 经济型酒店
酒店一般知识
住宿业定义
• 住宿业是指任何定期或暂时为旅游/旅行者提供 住宿的行业 • 称谓：宾馆、酒店、旅馆、饭店。Hotel， Motel，Inn • Motel：从“motor hotel”缩写而来，意思是 “有停车场的宾馆 (大约在 1950s). 今天我们一 般是指有限服务的酒店(即酒店只提供有限的设 施设备，并且不提供餐饮服务)