“Fei pig has a clearer development strategy in the future hotel.†In the recent 2017 Global Travel Summit, Fei Shao President Li Shaohua made some “spoiler†in the future development of Hotel 2.0. ". He said that in September, Flying Pig will launch a global benchmark store from more than 60,000 in-depth companies.
Sure enough, I didn’t let everyone wait too long. After a week, Feifei held the “Future Hotel 2.0 Full-featured Landing Media Communication Meeting†in the San Francisco Haishu Bay Minsheng Westin Hotel, which also revealed some suspense and made some interesting Release and discussion.
Before that, let's briefly review what is the future hotel of Flying Pig.
On March 30th, 2015, the future hotel strategy of Ali Travel (the predecessor of Feifei) was launched, and the future hotel 1.0 with “credit residence†as the core was also opened. Among them, “credit residence†can make users with sesame scores of 600 points pay after check-in, no need to guarantee zero deposit, no need to queue when leaving the store, just put the door card in the foreground, the system will automatically get from the user's Alipay account Deducting the room rate.
On May 19th, 2016, Li Shaohua released the “Future Hotel 2.0†strategy in the “2016 China Hotel Marketing Summit Forum†hosted by Global Travel. On the basis of 1.0, innovative functions such as online VR house selection, face recognition check-in, smart door lock, and advance reservation invoices have been added. In addition, there is also a focus on the empowerment of the hotel platform, "Smart Hotel Cloud", and open platform resources to help the hotel to fully upgrade the "Crowdfunding Future" strategic plan.
In August 2016, Feizhu, BTG Hotel Group and Shiji Information jointly established the “Future Hotel†joint venture company in Hangzhou. After a lapse of one year, in August 2017, Feifei said that the number of hotels operated by hotels in the future has exceeded 20,000, and the daily service has reached 100,000 nights.
At present, in the future, Hotel 2.0 will upgrade the credit accommodation from the reservation to the hotel for the whole scene consumption, and will be “free of charge and pay later†service, extending from the room product to the hotel's catering, SPA, entertainment and other ancillary services. .
Then return to the topic, this conference, the flying pig has brought awkwardness for the future hotel 2.0?
Marriott: From the perspective of hotel operations, the hotel really cuts the pain point in the future.
In the press conference, Feifei demonstrated the “regular†function of Future Hotel 2.0, such as brush face occupancy and full scene credit consumption. In addition, the artificial intelligence voice device "Tmall Elf" was introduced.
The user can interact with the voice in the room, allowing the “Tmall Elf†to help control the room air conditioning temperature, switch lights, curtains or air purifiers, and voice calls to the hotel to provide meals and drinks, based on location, or inside the hotel. Information about dining, entertainment and more.
Du Haitao, product director of Ali Intelligent Labs, said that the "Tmall Elf" project began in February 2015 with the initial goal of family scene application. Later, it was found that the hotel scene was also very suitable.
“Understand user language, intent, match hotel services, and tap and motivate users' potential needs.†Du Haitao believes that “Tmall Elf†can increase the contact point between hotels and users, especially for resort hotels such as Sanya Westin. Applicable, and this can better help the hotel to enhance the user experience and increase revenue.
“The hotels in Hainan have a very high occupancy rate during the peak season, and the front desk is particularly easy to line up.†Li Liang, general manager of Hainan District of Marriott International Group, believes that the face-washing function in the future hotel will solve this painful point.
For the "Tmall Elf", Li Liang said that in fact, through the technical means, the hotel service guides in the original hotel rooms are more flexible and easier to be accepted and used by users. Users understand and use these services of the hotel. The "Tmall Elf" music playback, bedtime stories and other small features can enhance the user's experience in the privacy of the room.
Li Liang believes that there is also a very important point, that is, in the future, hotels can continuously expand the contact points between hotels and users. This also allows the hotel to more clearly understand the user's preferences and needs, and thus more comprehensively improve hotel services and products. He also said that it is more intuitive and efficient than the previous weekly meetings to study user data in various channels such as direct sales and distribution.
The high-end version of Flying Pig + Marriott Futures 2.0?
Li Shaohua said that in the more than one year since the release of the hotel 2.0 strategy, online house selection, face recognition, invoices and other functions have been gradually implemented and applied to various hotels. However, these applications are decentralized and relatively independent. Until the deep cooperation with Marriott, Fei Pig really has the opportunity to implement the full functionality of Future Hotel 2.0 into a large hotel group, a single brand or even a single store.
Li Shaohua once said at the Global Travel News Summit that behind the entire future hotel strategy of Flying Pig is the trust between people. The young consumer groups that grew up in the Internet era have a deeper understanding of trust and more demand.
In this regard, Marriott seems to have a deep understanding. FranklinMak, senior vice president of finance at Marriott International Greater China, said that in the past few years, due to the rise of young users, Marriott has paid more and more attention to the development strategy of Internet, which coincides with the concept of Feizhu Future Hotel.
"After the trial in Sanya, we will promote it in the future." Li Shaohua said that the future trial of Hotel Sanya in Sanya is the first time that all functions will be put on the whole line, and then the overall future hotel 2.0 will choose hotels in Marriott Zhejiang. Carry out large-scale promotion and landing.
In fact, it is not difficult to find that the future hotel strategy of Feizhu, due to the entry of Marriott, has come out of a new path. Li Shaohua also conducted a more in-depth analysis.
Li Shaohua said that the future hotel 1.0 is a universal standard, and this standard has been on the line and is in an active state with nearly 80,000 hotels. The "Future Hotel" joint venture company is based on this, the goal is to help more single hotels to solve the problem of connecting to the Internet.
“The Marriott will be our first group partner to fully integrate the future hotel 2.0 into a full scale.†Li Shaohua said that the future hotel 2.0 function is relatively scattered, although there are currently nearly 30,000 hotels on the line. Features, but the overall goal of Future Hotel 2.0 is not to become a standard for every hotel.
Li Shaohua concluded that the biggest change and touch of hotel 2.0 in the hotel industry in the future should be a driving force for the active change of hotels and hotel groups. It is also worth mentioning that he believes that as the world's largest hotel group, Marriott has a very broad imagination in the service of Chinese outbound tourists.
Talking about the participation of Marriott in competition can become the "strong agent" of Feizhu Future Hotel?
It is worth mentioning that in the future hotel, this is not the only player of the flying pig. The online tourism “overlord†Ctrip naturally does not need to say, and the “old rival†Tencent is also desperately chasing.
In January 2016, Ctrip embedded the “Credit Living†function in the “Gateway†products of the Huihui, which is quite a name for the future of the hotel. In addition, Ctrip has launched the "wine + X" function to help the hotel sell additional service products other than the guest room, which seems to have the same effect as the full-scenario consumption of the credit hotel.
In August 2016, Ctrip announced that it had signed a strategic cooperation framework agreement with BTG Group and Zhonghui. In terms of wooing physical hotels, it seems that it will also conflict with the crowdfunding plan of Flying Pig Future Hotel 2.0. In addition, the price wars, ban wars, saliva wars, etc. of the two sides have not been repeated here.
Let's take a look at Tencent.
On January 5, 2017, Tencent joined forces with eLong, Suzhe, and Futron to launch the WeChat Future Hotel service. Interestingly, Tencent cuts into the “touch faceâ€, from the reservation, check-in, to the WeChat eco-hotel model of the whole process of electronic invoicing, it seems to be the starting line for the “Future Hotel†2.0 of the standard flying pig.
In June 2017, WeChat made a more detailed introduction to the hotel scene during the launch of the “Efficient Cashier†solution. Small program selection, brush face, smart door lock, electronic invoice and so on, this is not exactly the same as the Flying Pig Future Hotel, but there are still many similarities, the difference may be just from Ali, Fei pig big data application The ability has become the logic of Tencent and WeChat ecologicalization.
Prior to this, Sina Technology pointed out in the relevant reports that behind this dispute between Ali and Tencent's future hotel is actually the competition for the expansion of the offline scenes paid by both parties, and it is the future path of hotel transformation.
In fact, there is one more point that has to be mentioned about the more prominent "touch face" function in future hotels. In July 2017, Meituan Cloud officially launched the face recognition service, and launched the field of intelligent vision, providing developers, enterprises and governments with visual computing services including face detection, face comparison, and live detection. Among them, the accuracy of living body detection is 95%, and the accuracy of face matching is as high as 99.999%. However, it seems that there has been no news that the US group will apply this technology in the field of hotel reservations.
In general, the world's largest hotel group, Marriott, as an ally of the flying pig, has indeed increased the competition barriers of its credit system. After all, at the level of technological innovation, each family should not expose a particularly obvious shortcoming, but the best technology can only play a icing on the cake in the hotel application scene. This requires the support of the hotel operators, and deeper cooperation can be gradually polished. On the contrary, it is easy to flow into form, and it will not end.
Having said that, then the question is coming. After the flying pigs teamed up with Marriott’s “swordsâ€, how will Tencent, Ctrip and the US group’s comments take over?
Editor in charge: Shi Jinling
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