Shenzhen friends and international Hotel Plaza Limited
Telephone: (86) 0755-8998 8888
Fax: (86) 0755-8998 8299
Web site: www.yohohotel.cn
Address: No. 588, Jixiang Road, central city, Longgang District, Shenzhen.
In the past ten years, El Luxor Hotel brand has infiltrated almost all the core cities of the second tier cities in China. According to the data provided by the Institute, the number of high-end hotels in the first three quarters of 2017 increased by 34.3% over the previous year. More and more high-end hotel brands are pouring into the two or three tier cities, and the new changes of consumer groups also make the high-end hotel market smell of gunpowder. Bruce Ryde, vice president of luxury brand and brand marketing in the Asia Pacific Asia Pacific International Group, received an interview with the reporter to talk about his views on the El Luxor Hotel market.
Q1: please briefly introduce the development strategy of the luxury brand of Wan Hao in China.
Bruce Ryde: China and the Asia Pacific market occupy a large part of the global development of Marriott International Group. We have many El Luxor Hotel brands that focus on the Chinese market. At present, we have eight brands such as Ritz Carlton, Ritz carton's Boutique Resort, Rigi Hostellerie and resorts, Addison hotels, Bvlgari, W hotels, luxury selection hotels and resorts, and JW Marriott. Each El Luxor Hotel brand has different positioning and target audience, which is incredible for a brand manager like me. So for Marriott, we strive to create different and trustworthy hotel brands for specific customers to choose from.
At the same time, we can draw from the survey that many luxury brand customers want brands to help their personal growth. Therefore, we also penetrate this concept into every brand, hoping to realize the aspirations of the guests themselves. I think this will also be a great benefit for El Luxor Hotel in the future.
Q2: now a large number of El Luxor Hotel enters China's two or three line city market. How do you look at this phenomenon? Will Marriott group take two or three line cities into the development plan?
Bruce Ryde: yes, Marriott's plan for the two or three line city is a good example of Rigi Hostellerie in Changsha. I think it is an inevitable trend in Chinese brands to enter the first tier cities. What really excited us is that the two or three line cities also occupy a large part of the market share.
China accounts for 1/5 of the world's population, and China's total wealth accounts for 10% of the world's total wealth. With the continuous development of China's economy, people are moving towards the middle class, and the amount is far greater than before. This is an amazing opportunity. Moreover, the middle class exists not only in the first tier cities, but also in the two or three tier cities. Our brand offers a wealth of choices for people in these cities. This is how we expand our brand in these cities. Their development is undoubtedly our point of opportunity.
Q3: China has a vast territory. Taking Marriott as an example, how do you think the brand should choose the cities to be settled?
Bruce Ryde: depends on many aspects, whether a brand is suitable for a city depends on whether the city is internationalized, whether it is a city suitable for leisure, or whether its business is prosperous. At the same time, this is also related to the brand's own positioning and how we will collaborate with stakeholders in the future. This decision is synthesized by a variety of factual factors, such as Tianjin, which has developed very quickly in recent years, and almost all the mainstream brands in the world are stationed in Tianjin, but ten years ago, the fact was not the case. So our decision also depends on the city's development status in this country.
Q4: can you share with us some of your views on the customers of El Luxor Hotel in China, and how do you lead Chinese consumers to enter the Marriott 8 El Luxor Hotel brands?
Bruce Ryde: I lived in China for five years from 2008 to 2013, and when I went back to China again, although Chinese consumers would have some differences in language or cooking, I found that the El Luxor Hotel consumers in China are gradually in line with the many attributes of the global El Luxor Hotel cancellation. So, as an international brand, Marriott is first of all to have a global framework for brands to ensure the consistency of brand image globally.
However, our brands also need to respect the cultural nuances of Chinese consumers. When we enter China, we need to think about what attracts Chinese consumers most. We need to provide as many options as possible to ensure that the luxury level is the same. This may even be as detailed as the type of tea we offer.
As I mentioned before, we find that luxury and authenticity are related to self actualization, which can help our guests grow. In this regard, we find that visitors to El Luxor Hotel in China hope to learn more and experience more when they travel. In this regard, our brand is striving to help target consumers become progressing and self realization.
Q5: do you think the consumers of El Luxor Hotel are generally younger? Are they from different ages?
Bruce Ryde: yes, this is a very important fact. Our brand is also taking measures to adapt to the trend of younger customers. However, the development of young people in every region and brand is different, for example, in the United States, the average age of the guests is larger than the guests in the Greater China.
Q6: in fact, the more and more El Luxor Hotel are starting to enter the Chinese market. The competition in China's El Luxor Hotel market is very fierce. How do you think the hotel brand should stand out from many competitors?
Bruce Ryde: indeed, the number of El Luxor Hotel in China is very large. I think the way to let the brand stand out is the different brand style and experience. Each brand focuses its own story in order to define its own location and category, and then develop differently, which is my duty. For example, Reggie's current customer base is actually a group of youthful and energetic young people who love adventure. These people are people who really drive the brand spirit of Reggie. But the customers of Ritz Carlton are actually a group of people who have made some achievements. In fact, no