The year 2017 has witnessed the integration of China’s hotel industry, updates in accommodation products, capital movements in the alternative sectors, as well as the growing power of hotel platforms. In 2018, are there still opportunities for breakthroughs in different segments? How can the accommodation industry be redefined?
Over 650 middle- and high-level executives from hotel chains, budget hotels, boutique hotels, independent hotels and alternative accommodation businesses like apartments, B & B and inns will attend the 2018 China Hotel Marketing Conference themed "Redefine Accommodation", which will be held on June 27- 28 in Hangzhou.
Day 1 - June 27
07:40 - 09:00 Check-in & Networking
09:00 - 09:15 Opening Remarks
The range of accommodation is constantly extending, from simple star-rating hotels to budget and midscale hotel chains, plus diversified accommodation options including homestay, vacation rental, long-stay rental, and integrated co-working and retail space, not to mention emerging themed hotels. Meanwhile, consumer demand for accommodation has also evolved to become more personalized, diversified and intelligent.
How should the accommodation industry be redefined in this context? And how will consumer demand lead a revolution in the sector?
09:15 - 09:45 CEO Talk
The Next High Ground
After a series of mergers and acquisitions, China’s three major hotel groups – Jin Jiang Hotels, BTG Homeinns Hotels and HUAZHU Hotels Group – have entered the Global Top 10 Hotel list. In their ongoing efforts to optimize the synergy of M&A, the giants have also refined their offerings, tapping into alternative sectors such as boutique vacation rental, long- and short-term rental, and co-working space. The companies are also building their own IT platforms with in-house technologies and channels.
The hotel giants are becoming more like micro-ecosystems of the hospitality ecosystem, with each having all types of accommodation. How will hotel groups grow their own accommodation ecosystems based on existing and growing inventory? In a broader sense of hospitality, what growth opportunities are there across different segments? And where is the next high ground for hotel giants?
09:45 - 10:10 Keynote
What You Can Do With Space?
The intelligent mobile devices have broken the boundaries of time and space. When the hotel lobby is no longer limited to deal with check-in, how to make use of vacant public areas or even rooms? What can a hotel also be? As a leading multi-brand hotel operator in China, how will HUAZHU Hotels Group maximize the space utilization to integrate different scenario of accommodation, business affairs and travelling.
10:10 - 10:35 Keynote
10:35 - 11:05 Munch, Meet and Mingle
11:05 - 11:30 Keynote
Differentiated B&B —— Transforming the Accommodation Industry
As the leader of China’s sharing accommdation industry, Sweetome Group is specializing in cultivating the expertise in the B&B operation and management. This time, Justin Luo, Co-founder and CEO of Tujia and Sweetome Group, will present his insights on ten major differences between hotel and B&B including the customer profile, the means of property acquisition, the marketing matrix, the management of the property owner and the franchising model. In addition, Justin will also showcase the advantage and successful cases of Sweetome Group and its developing strategy.
11:30 - 12:15 Executive Roundtable
The Path for Independent Midscale Hotels
The midscale hotel segment is heated, with domestic hotel titans intensifying the consolidation in China’s mid-range hotel market, and overseas hotel brands also vying for a share through their partnerships with local players.
With fewer midscale hotel brands standing alone, how should they stay competitive in the face of “midscale fatigue”? How will they maintain robust development and scale up? Should they stay independent or tie up with consortiums when the giants are on a buying spree?
12:20 - 14:00 Lunch Discussion
14:00 - 14:35 CEO Talk
The China Strategy for Overseas Hotel Brands
Buoyed by consumption upgrade and property market growth, foreign hotel brands have had their golden age in China since they first entered the market more than three decades ago. But with the rise of local hotel management companies, overseas brands are facing escalating competition in China. Supported by the capital market, local Chinese hotel brands have outpaced their international rivals in innovation and breakthrough in the mid-range sector.
Where should overseas hotel brands look towards in the China market?
14:35 - 15:20 Executive Roundtable
Hotel Platforms vs OTA Platforms – The Infinite Potential
Hotels have been frenemies with OTAs for decades. While they appreciate the online agencies’ marketing capabilities, they resent the agencies for charging high commission fees. Thus they build their own hotel platforms against the OTAs.
AccorHotels initiated a distribution platform for independent hotels on AccorHotels.com in 2015, but shut down the booking engine in just two years. This came as no surprise, as the hotelier-driven booking platform had not provided a solution for conflict of interest in commission and traffic.
As an independent business entity, how should a hotel platform design a business model and operation mechanism to better serve partner hotels while fulfilling its own core strategic goals and establishing a win-win cooperation with OTAs?
15:20 - 15:40 Keynote
How naked Group is Building its Digital Experience at High-end Resorts?
15:40 - 16:10 Munch, Meet and Mingle
16:10 - 16:35 Keynote
With Growth Comes Expectations —— Exploring China Hotels’ Performance and Ability to Sustain the Good Times
With continued growth in most markets across China and wider Asia, many owners have seen good revenue growth to fuel profits and potential expansion. Chinese brands continue to both grow and consolidate, providing bigger platforms for brand awareness and future development. Similarly, the appeal and importance of the Chinese traveller keeps spreading and growing both home and abroad. Where in the cycle are these various markets and hotel classes - and which of them has seen the fastest growth and has the strongest opportunity? In order to see the future, one should understand the past. STR presents a broad view of historical hotel performance along with supply/demand and pipeline trends to anticipate the future ahead.
16:35 - 17:20 Executive Roundtable
What Kind of Hotel Design Do Consumers Want?
Hoteliers are always looking to meet customer demand as they move away from “design dependence” to standardized scale-up replication, regain the design focus and advocate differentiated and personalized choices.
What kind of hotel design can cater to user needs and attract the new generation of consumers? How should hotels design their properties in harmony with the local community and commercial amenity, and increase their brand value and customer experience?
17:20 - 17:45 Keynote
Global Travel Trends to Watch: Insights from Expedia Group
The Chinese inbound tourism market is set to grow significantly. In this session, find out what you need to be doing to capture new opportunities and what are the new digital innovations that are changing the hospitality industry globally.
18:30 - 20:30 VIP Dinner
Day 2 - June 28
08:00 - 09:00 Exhibition Networking
09:00 - 11:40 Workshops (Hotel Marketing Workshop & Hotel Technology Workshop)
11:40 - 12:00 Case Lab Preview & Panel Discussion Sign-up
Prior to the Case Lab session, TravelDaily will collect case studies in the hospitality industry focusing on hotel marketing and technological application. Selected cases will be presented at this session with presenters elaborating on problems encountered in real life.
Two groups of panelists will share their viewpoints and recommendations with pre-registered presenters in the 30-minute discussion during lunch. The panelists will share the results of their discussion at the roundtable session in the afternoon.
12:00 - 14:00 Lunch Discussion
13:20 - 13:50 Roundtable Discussion (Pre-register)
14:00 - 14:45 Executive Roundtable
Emerging Accommodation Species: Re-inventing Space & New Retail
With luxury brand Bulgari and ecommerce platform Netease Yanxuan both having interpreted new retail in their own ideas and forms, “Retail + Accommodation” is hardly a new business model. The re-invention of hotel space that transforms hotel lobbies into malls, bars, cafés and co-working offices has become a trend, extending consumers’ lodging demand to more brick-and-mortar consumption avenues.
Still, finding new profitable niches in existing inventory and reconstructing hotels’ revenue management model have always been challenging for the industry. How should hotels expand consumption channels based on their own brand propositions? And how will they increase revenues beyond guestroom service by exploring the customer needs of both guests and local residents after the space re-invention, and improve revenue management as well as brand reputation?
14:45 - 15:30 Executive Roundtable
Crossover Brands’ Extended Value in Hospitality
A brand is not a combination of luxury components, but a continuation of experience. What extended proposition can crossover brands bring to the hospitality industry? Are they selling goods or guestrooms in their hotels? How will these new accommodation species take on the operation and profitability challenges when they step out of the spotlight?
15:30 - 16:15 Case Lab: Presentations & Discussion
Be it for improving service efficiency and lowering the cost of human resources, or just for gimmick, smart robotics have seen potential applications in the hotel industry. Can robots replace human service in the hospitality industry that have always called for smiles and thoughtful service? What benefits can robots bring to hoteliers, and will all these robotics investments pay off? Will hotel guests appreciate and adapt to this artificial intelligence trend?
16:15 - 17:30 Presentation & Judging of Digital Marketing Innovation Award 2018
Which finalist case will be recognized as the most innovative hotel marketing case study of the past year? How do they plan and execute their campaign to engage customers and improve reputation?
For more information and registration, please click here.