个性化以制胜: 酒店如何通过本地化把握亚洲旅游热潮

个性化以制胜: 酒店如何通过本地化把握亚洲旅游热潮

我们针对12个市场的526家酒店展开了一项新研究,揭示了面向
中国内地、日本、韩国等亚洲主要客源市场定制体验的
策略、投资回报情况及面临的挑战。

我们针对12个市场的526家酒店展开了一项新研究,揭示了面向中国内地、日本、韩国等亚洲主要客源市场定制体验的策略、投资回报情况及面临的挑战。

数据洞察

我们的独家研究结合了亚太地区酒店经营者的定量调查数据、官方旅游统计数据和专家访谈,深入分析了本地化的趋势与挑战。

526家酒店调研对象

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亚洲12个市场

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44%为旅游行业高管

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深度洞察,助力业绩

亚洲目前占全球入境游市场的近28%,较2022年的9%有大幅提升。 亚洲区域内的旅行占据主导地位,中国内地、日本和韩国是该地区酒店的主要客源市场。 但“亚洲旅客”的类型并不单一。

成功与否取决于您能否根据各客源市场的文化和语言偏好,个性化打造营销、预订、支付及到店体验。 本报告将为您揭示酒店的本地化情况,以及尚存的不足之处。

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1. 在亚洲区域内的旅游热潮中,本地化可带来竞争优势

1. 在亚洲区域内的旅游热潮中,本地化可带来竞争优势

亚洲各地酒店的海外客人主要来自地理位置相邻或文化相近的市场。 中国内地是新加坡、泰国、越南、中国香港和韩国的前三客源市场之一。 日本和韩国互为主要客源市场,同时也是中国台湾的重要客源市场。

但从支付方式到用餐偏好,每个市场都有着独特需求。 能针对这些差异进行个性化定制的酒店,将获得显著竞争优势。 建议您梳理您的客源结构,确定主要客源市场,并了解其预订、支付及到店偏好。 请优先在客源量大且利润率高的市场进行本地化投入。

2. 本地化并非一成不变,而是因客源市场而异

2. 本地化并非一成不变,而是因客源市场而异

大多数酒店已采取一定程度的本地化举措,但深度方面差异较大。 约60%的酒店会通过当地媒体渠道推广,并以客人语言显示预订信息,但与当地KOL合作或支持支付宝、微信支付等当地数字钱包的酒店比例则远低于此。 服务落地环节仍存在短板:员工培训、文化设施、先进的支付方式等在实际应用场景中仍不够普及。

本地化不止于翻译:酒店还应整合当地支付方式,培训员工了解文化习惯,并与当地内容创作者合作,触达旅客预订与决策的渠道。

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3. 本地化带来了量化收益,但收益分布并不均衡。越是深入推进本地化,成效越显著。

3. 本地化带来了量化收益,但收益分布并不均衡。越是深入推进本地化,成效越显著。

在客人满意度、复购率和溢价支付意愿等方面,本地化程度较高的酒店表现均显著优于仍处于本地化初期阶段的酒店。 当本地化贯穿于客人旅行体验的全程,而非零散应用时,投资回报率最高。

深度本地化的酒店更有可能实现RevPAR(每间可售房收入)的显著提升。 在营销、预订和到店体验等环节深入推进和整合本地化策略,不仅能带来更强劲的财务表现,也有助于提升长期竞争力。

4. 数据差距:本地化策略落地面临的障碍

4. 数据差距:本地化策略落地面临的障碍

本地化面临的主要障碍包括:对文化习惯和期望的认知有限、缺乏客人数据洞察,以及不确定哪些举措能带来最大成效。 预订引擎老旧、缺乏多语言工具等技术限制也加大了本地化的难度。

缺乏这些清晰洞察,许多住宿在本地化投入上容易“盲目操作”,对部分市场投入过多或不足。 弥补这些差距,需要从拍脑袋决策转向数据驱动的决策方式。

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5. 借助与OTA的合作关系,加速本地化进程并拓展市场覆盖

OTA平台正成为酒店弥合数据、支付和落地短板的关键渠道。 多数深度本地化的酒店都依赖OTA预订工具,来实现以当地货币显示价格、集成数字钱包支付功能,并提供多语言在线互动支持。

借助OTA的工具和数据洞察,住宿可以突破资源限制,更高效地提升本地化规模。 住宿可以利用增长计划,在重点客源市场的出行高峰期提升曝光度,开展针对特定国家/地区的促销活动和以当地语言进行的广告活动,并通过共享数据洞察获取客源地、客人偏好及客人行为等信息。

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合作伙伴研究

个性化以制胜: 酒店如何通过本地化把握亚洲旅游热潮

来自12个市场的526家酒店分享了本地化实践中的成功经验与不足,以及如何优先投入以实现可量化的投资回报。

来自12个市场的526家酒店分享了本地化实践中的成功经验与不足,以及如何优先投入以实现可量化的投资回报。

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