While budget brands rule the Chinese hotel market, the flag of highest profile is upscale Shangri-La, according to a survey by the British marketing consultancy BDRC Continental. The poll depicts a volatile market shifting to budget hotel dominance.
Tim Sander
research director
BDRC Continental
“Chinese Hotel Business Guest Survey 2010” showcases data from 741 business travelers who live in China, according to Tim Sander, BDRC research director. In a 14 February telephone conversation, he said the interviews were conducted online and cover Q2 2009 through Q2 2010. Hotel chains use the results to help with their marketing and brand strategies, he said.
BDRC has conducted this annual poll since 2003 and tracks more than 80 brands. Among the key findings:
* Average stays have decreased and the frequent stayer market has shrunk, thanks to the recession;
* budget brands dominate a mixed market “where value for money is key;”
* online is the mass communication channel, travel sites are highly trafficked, and price comparison sites seem more developed in China than elsewhere in the Asia/Pacific.
According to the survey, deluxe and premium brands are stalled; Mandarin Oriental is treading water, while numerous flags are “under pressure,” including Shangri-La, Marco Polo, Westin, Millennium, JW Marriott, Kempinski, Four Seasons and Grand Hyatt.
Source
Tim Sander
research director
BDRC Continental
“Chinese Hotel Business Guest Survey 2010” showcases data from 741 business travelers who live in China, according to Tim Sander, BDRC research director. In a 14 February telephone conversation, he said the interviews were conducted online and cover Q2 2009 through Q2 2010. Hotel chains use the results to help with their marketing and brand strategies, he said.
BDRC has conducted this annual poll since 2003 and tracks more than 80 brands. Among the key findings:
* Average stays have decreased and the frequent stayer market has shrunk, thanks to the recession;
* budget brands dominate a mixed market “where value for money is key;”
* online is the mass communication channel, travel sites are highly trafficked, and price comparison sites seem more developed in China than elsewhere in the Asia/Pacific.
According to the survey, deluxe and premium brands are stalled; Mandarin Oriental is treading water, while numerous flags are “under pressure,” including Shangri-La, Marco Polo, Westin, Millennium, JW Marriott, Kempinski, Four Seasons and Grand Hyatt.
Source