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部分特色度假酒店品牌布局海外 专家称不可盲目跟风

2017-09-01 10:30:57   央广网

人民网北京8月31日电 (田虎)目前国内的特色精品度假酒店品牌繁多,大多布局在国内一些知名度假目的地附近,而近期一些此类酒店品牌开始瞄准海外市场进行布局,希望能提供给国人在海外度假时不一样的住宿选择。对此,业内专家表示,目前国内市场空间还很大,如果没有雄厚的资金背景做支撑,不宜盲目在海外进行扩张。

记者了解到,如今非标住宿,尤其是特色度假酒店已经开始成为更多游客的选择。来自驴妈妈旅游网的数据显示,目前非标住宿的预订比例在整体预订中的占比大约20%。在预订人群中,男女性用户占比相对比较均衡,男性用户以53%的占比略多于女性用户(47%);热衷于非标住宿的客源地城市TOP10是上海、杭州、南京、苏州、北京、无锡、成都、常州、宁波、广州,而非标住宿发展较火热的十大城市则是苏州、上海、杭州、湖州、常州、黄山市、珠海、宁波、嘉兴、南京。80后占据预订数据的半壁江山,占比达到54%,其次是90后和70后,占比分别达到20%和18%。

相比民宿,特色度假酒店往往有着更加规范的管理,硬件设施也更加趋向标准化。阿丽拉、安缇缦、涵碧楼、花间堂、墅家、帐篷客等品牌甚至已经成为网红酒店。在市场愈发火爆的情况下,一些酒店品牌开始谋求海外市场的布局。近日,记者从旅悦集团了解到,今年九月初,集团旗下花筑品牌将会有四家新店开业,包括泰国花筑·苏梅岛塔马兰海景酒店、泰国花筑·苏梅岛泳池别墅酒店、花筑·黄山辰光里客栈以及花筑·安吉仲德苑客栈。旅悦集团方面表示,作为携程集团的战略投资公司,旅悦在酒店布局上除在国内知名旅游城市外,十分注重海外市场的扩展。就在今年5月份,集团旗下花筑品牌第一家海外酒店泰国清迈花筑河畔酒店已正式开业,同时在韩国、日本、泰国、新加坡、柬埔寨等国家均有在筹店,预计2018年计划国内和东南亚直营店开业均将超过50家以上。

对于海外市场的布局,也有一些国内酒店品牌持谨慎观望态度。墅家相关负责人表示,海外计划虽然也有,但是还不太明确,目前还是只在国内经营。而精品度假酒店品牌诗莉莉相关负责人则明确表示,现在还没有布局海外市场的计划,重心依然还是聚焦于国内市场。“目前国内的精品酒店并没有到达开始布局海外市场的阶段,除非那些有大型集团背景的,而诗莉莉所定位的泛蜜月系列度假主题酒店在国内处于一个萌芽发展阶段,拥有很大的市场前景,因此需要在未来的一两年内专注的深耕细做。目前诗莉莉在泸沽湖、丽江、阳朔一共拥有8家酒店,未来陆续还会有数十家店登陆。”

驴妈妈相关负责人表示,国民旅游已经逐渐进入全域旅游、全民休闲度假时代,酒店逐渐成为度假目的地,不少非标住宿甚至成为文化创意的展示空间和时尚生活的体验空间,功能设施更齐全、设计更有特色,满足了人们通过住宿特色酒店体验别样生活的愿望,因而受到越来越多游客的喜爱,也成为住宿市场的潮流。而华美顾问集团首席知识官、高级经济师赵焕焱认为,虽然国内一些精品度假酒店已有一定发展规模,但在本土还没有真正形成品牌影响力之前,不宜进行盲目的海外扩张。

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