量身打造致勝秘訣: 飯店如何運用在地化搶攻亞洲旅遊熱潮

量身打造致勝秘訣: 飯店如何運用在地化搶攻亞洲旅遊熱潮

針對12個市場、526間飯店的最新研究,
深入分析飯店如何為亞洲主要客源市場(如中國、日本、韓國等)量身打造旅遊體驗,
並說明其策略、投資報酬率與所面臨的挑戰。

針對12個市場、526間飯店的最新研究,深入分析飯店如何為亞洲主要客源市場(如中國、日本、韓國等)量身打造旅遊體驗,並說明其策略、投資報酬率與所面臨的挑戰。

各國趨勢報告

雖然區域趨勢能提供整體方向,但真正決定成敗的是各地市場的在地差異。 我們專業的「各國趨勢報告」針對您所在市場,深入分析特定旅客趨勢與重要數據。 提供量身打造的行動指南,協助您找出市場商機,更精準地優化策略。

深入解析

我們的獨家研究結合亞太地區旅宿業者的量化調查數據、官方旅遊統計資料及專家訪談,深入分析在地化的趨勢與挑戰。

訪問526間飯店

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橫跨12個亞洲市場

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44%受訪者為旅遊業高層

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成效關鍵洞察

亞洲目前佔全球國際旅客近28%,較2022年的9%大幅成長。 區域內旅遊成為主流,其中以中國、日本、韓國為各地飯店的三大主要客源市場。 然而,「亞洲旅客」並非單一類型,每個亞洲市場的旅客各不相同。

能否根據不同客源市場的文化與語言偏好,調整行銷、預訂、付款方式及現場體驗,才是致勝關鍵。 本報告將帶您了解飯店如何實踐在地化,以及尚待加強之處。

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1. 在亞洲區旅遊業蓬勃發展的趨勢中,在地化為競爭優勢

1. 在亞洲區旅遊業蓬勃發展的趨勢中,在地化為競爭優勢

亞洲各地的飯店,所吸引的海外旅客多半來自鄰近國家或文化背景相近的市場。 中國是新加坡、泰國、越南、香港和韓國的三大主要客源市場之一。 日本與韓國互為重要客源市場,同時也是台灣的主要旅客來源。

但從支付方式到飲食習慣,每個市場都有其獨特偏好。 能針對這些差異調整服務的飯店,將能取得顯著競爭優勢。 檢視您的旅客組成,找出主要客源市場,並掌握他們的預訂、付款方式及現場體驗偏好。 優先將在地化資源投入於高客源量與高利潤交集的市場。

2. 在地化並非一套通用標準,而是根據不同客源市場做出相應調整。

2. 在地化並非一套通用標準,而是根據不同客源市場做出相應調整。

多數飯店都已採用某種程度的在地化調整,但落實程度差異很大。 約有六成飯店會使用當地媒體通路,並以旅客語言顯示訂房資訊,但與當地網紅合作或接受如支付寶、微信支付等在地電子錢包的飯店則相對較少。 「最後一哩」的落差——如員工培訓、文化設施、進階付款選項等仍未一致落實。

不只要翻譯內容,更要整合在地支付方式、培訓員工了解文化習慣,並與在地內容創作者合作,才能觸及旅客搜尋與預訂的關鍵通路。

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3. 在地化能帶來數據上的成長,但成效並不平均,對於落實較深入的飯店影響最大。

3. 在地化能帶來數據上的成長,但成效並不平均,對於落實較深入的飯店影響最大。

在地化程度較高的飯店,住客滿意度、回頭率及願意支付較高費用的比例,皆明顯高於僅初步在地化的業者。 只有將在地化體驗完整融入旅客的旅程中,而非零星採用,才能創造最佳投資報酬率。

在地化程度較高的飯店,更容易顯著提升每房收益 (RevPAR)。 把在地化策略全面整合到行銷、預訂與現場服務,不僅能帶動業績成長,也能強化長期競爭力。

‎4. 數據落差:推動在地化策略的障礙

‎4. 數據落差:推動在地化策略的障礙

推動在地化的主要挑戰包括:對不同文化與旅客需求的了解不足、缺乏住客數據分析,以及難以判斷哪些在地化措施最有效。 技術層面的限制(如預訂系統不夠現代化、缺少多語言支援)也讓挑戰更加嚴峻。

在缺乏明確數據的情況下,許多飯店容易「盲目操作」,在特定市場的在地化投入上失衡,出現過度或不足的情況。 要縮小這些差距,必須從經驗判斷轉向數據驅動的精準決策。

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5. 善用OTA合作夥伴關係,加速在地化與市場拓展

OTA平台在協助飯店彌補數據、支付及執行層面不足時,扮演著關鍵角色。 許多深度在地化的飯店業者,仰賴OTA的訂房系統來顯示當地貨幣、整合電子錢包支付,並提供多語言線上客服。

善用OTA的工具與洞察,能幫助飯店突破資源限制,更有效擴大在地化規模。 透過成長計畫,飯店能在旺季提升重點市場的曝光度,執行針對特定國家的促銷與母語廣告活動,並藉由數據分享,掌握旅客來源、偏好與行為。

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Agoda研究報告

量身打造致勝秘訣: 飯店如何運用在地化搶攻亞洲旅遊熱潮

12個市場、526間飯店共同分享哪些措施成效顯著、哪些仍有待提升,並說明如何優先分配資源,實現具體的投資回報。

12個市場、526間飯店共同分享哪些措施成效顯著、哪些仍有待提升,並說明如何優先分配資源,實現具體的投資回報。

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