Focusing on the new trend of hotels and lodging, discussing the ideal new life, Chen Yewei and other famous brands talk about the new possibilities of rural economy
On March 1, the Jinjiang Global Innovation Center (GIC) Inspectors Alliance 2023 New Travel Forum concluded successfully. The theme of this event is “Caring for the Countryside – Watching the New Trend of Agricultural Tourism, Born in the Field – Analyzing the New Trend of Urban Migration, Talking Together in the Fireplace – Talking about the New Experience of the Ideal Hotel”. Managers and industry researchers conducted in-depth discussions on the new market trends of rural tourism and urban migration, and carried out multi-dimensional explorations around the topics of product, experience, and service innovation opportunities for ideal hotels. The gathering of many big names also brought investors and friends in the industry Here comes a feast of rural tourism perspective and insight with rich dry goods and full gold content.
In the “Entering the Ideal Life” roundtable forum session of the conference, Chen Yewei, vice president of Jin Jiang Hotel (China) and president of Vienna International & La Perle brand, discussed “What is the ideal hotel life under the background of the increasing popularity of pastoral tourism?” “Given his own in-depth observations and had constructive interactions with the guests.
“Beautiful scenery needs complete facilities”
During the exchange, Chen Yewei combined his own and his family’s travel experience, and raised a pain point that cannot be ignored in the current pastoral tourism boom. He said that there are many good places in China with good mountains and rivers, but the supporting facilities in some areas have not kept up, which has seriously affected consumers’ travel experience. Take Yading Village in Daocheng Yading as an example. Its altitude reaches 3,900 meters. It has the reputation of “the last Shangri-La”. It is a local 5A-level scenic spot. However, in terms of accommodation in Yading Village, there are only B&Bs, no heating, no hot water for bathing, and sometimes there are power outages. This is undoubtedly a huge test and dissuade factor for travelers.
This actually involves another key issue – what is the ideal lifestyle for consumers. Chen Yewei believes that the ideal way of life is an “ideal”, and the ideal is relatively divorced from reality and is created by “design”. As far as rural tourism is concerned, most consumers do not really want to be farmers and work day after day, but to enjoy life with their families in a balance between the busy fast life in the city and the slow pace of leisure and relaxation. . Therefore, beautiful scenery is important, but perfect supporting facilities are also indispensable.
Design ideal hotel life with product and brand thinking
When asked how to bring consumers a better pastoral hotel experience from brand and product thinking, Chen Yewei said that to solve this problem, we can start with the people-oriented brand creation rules. First of all, start with insight into consumers’ preferences, and then extract the core value of brands and products, and then integrate them into products and services based on this, and finally realize the delivery of value propositions through consumers’ consumption experience.
Chen Yewei especially emphasized that whether it is rural tourism or other tourism formats, the basic quality assurance that the hotel industry should have is essential, including cleanliness, safety, quality, comfort, warm service and smart convenience. These are the prerequisites for bringing consumers a “better experience”. Chinese pastoral tourism still has a long way to go in this regard.
In terms of specific brand operations, Radisson Hotel Group’s mid-to-high-end hotel brand, Radisson Hotel Group, has achieved positive results in exploring the road of differentiated brand development. Through the insights into the consumer mind of the new generation of consumers who are “exquisite, less but better + pragmatism”, La Perle has ingeniously integrated its products and services into the consumption demands of “enjoyable living, caring, exquisite, and worthwhile” to serve passengers Bring a beautiful experience of endlessly creating exquisite life. This practice model is also applicable to the accommodation packages for future pastoral tourism.
Chen Yewei finally said that with the continuous optimization of travel efficiency and cost in the future, the deep integration of digital technology and the real economy will bring more abundant consumption time, and the implementation of multiple incentive policies, rural tourism has great potential for development. The hotel industry needs to keep pace with the times. On the basis of basic quality assurance, people-oriented lifestyles in consumers’ minds can truly open up a new blue ocean market for pastoral tourism.
