星级酒店饥饿营销策略制定与实施手册 内容目录 一、前言 ..........................................................................................................................................................3 二、星级酒店行业市场分析及预测..............................................................................................................4 2.1 星级酒店行业市场现状调研 ...........................................................................................................4 2.1.1 市场现状 ................................................................................................................................4 2.1.2 市场规模 ................................................................................................................................5 2.1.3 主要特征 ................................................................................................................................5 2.2 星级酒店行业市场竞争格局 ...........................................................................................................5 2.2.1 竞争格局 ................................................................................................................................5 2.2.2 竞争特征 ................................................................................................................................6 2.2.3 竞争策略 ................................................................................................................................7 （一）重新审视酒店行业的需求 ..................................................................................................7 （二）经营方式多样，不同模式各有市场 ..................................................................................9 （三）需求端变化孕育新机 ........................................................................................................10 （四）远途受阻近郊火热，文旅融合不断涌现 ........................................................................10 2.3 星级酒店行业消费需求特点及发展趋势 .....................................................................................11 2.3.1 酒店市场格局及消费体验升级 ...........................................................................................11 2.3.2 酒店数量会继续增长 ..........................................................................................................11 2.3.3 精品酒店会引领未来 ..........................................................................................................12 2.3.4 移动互联网、大数据应用与住宿业的持续融合 ..............................................................12 2.3.5 酒店会对 OTA 的依赖加剧................................................................................................12 2.3.6 酒店管理方面更加精细，注重坪效 ..................................................................................12 2.3.7 人工智能和微智能会广泛地在酒店中运用 ......................................................................13 2.3.8 酒店的盈利模式会多样化 ..................................................................................................13 2.3.9 低端快捷酒店和高星级酒店会“出局”一批.......................................................................13 2.3.10 品牌互动与跨界整合现象会更加明显 ............................................................................14 2.4 星级酒店行业市场前景预测 .........................................................................................................14 2.4.1 2023 全球酒店经济增长情况预测 ......................................................................................14 2.4.2 奢华一价全包赛道迎爆发式增长 ......................................................................................14 2.4.3 民族品牌积极布局海外市场 ..............................................................................................15 2.4.4 国际高端在华重心下移抢占新商机 ..................................................................................15 2.4.5 多维度假酒店业态增长显著 ..............................................................................................15 2.4.6 中高端规模时代跃进至品牌时代 ......................................................................................16 2.5 星级酒店行业发展趋势预测 .........................................................................................................16 2.5.1 过去两年是酒店业发展变革的断档期 ..............................................................................16 2.5.2 酒店业将走向洗牌与环环相扣的现状 ..............................................................................17 2.5.3 连锁酒店推动市场下沉与存量发展的内卷化 ..................................................................17 2.5.4 度假酒店的崛起与民宿的衰退 ..........................................................................................18 2.5.5 地产酒店和国内高星级酒店的巨大变革 ..........................................................................18 2.5.6