Mobile Internet Era，The core of a community is people，That is, the relationship between users。A good community must capture the relationship between people。From OTA to Airbnb，It seems that hotel brands have fewer and fewer opportunities to leave an impression on consumers，But in a sense for the hotel industry，Value relationships are changing，Value relationships are changing，And these changes have just begun。

As of July 2017，Huazhu’s loyalty program “Huazhu Club” has attracted more than 88 million members,Members contribute about 80% of room nights。Starting from 2015，The “avant-garde” Huazhu CEO project launched，Encourage consumers from diverse backgrounds and perspectives，Provide constructive opinions on Huazhu’s products and services，Share your travel and stay experiences，Improve Huazhu user experience。

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The hotel industry usually has this kind of confusion，Spend a lot of time and resources thinking about what to say to customers，And how to express it correctly，But not spending enough time to understand the customer’s thoughts，Especially what they are preparing to do。After all, consumers’ consumption behavior、Consumption habits and changing trends，Will directly or indirectly affect the character of the company。

Introducing NPS (Net Promoter Score) from online OTA Ctrip，Also known as word-of-mouth) evaluation system to streamline the process for offline hotel groups，Discover the value of UGC in every possible way。We can find out by referring to the processing mechanisms of many hotel groups，From discovery、Response、To actually solve the problems reported by users，is a multi-management department、Multi-threaded collaborative work。

Living in China is more efficient and simple，Chengjun’s mysterious department “Internet Product Committee”，The chairman is Ms. Zhang Min, CEO of Huazhu，The secretary-general is Ms. Liu Xinxin, CIO of Huazhu，From accepting suggestions to implementing products，Only adhere to one principle is user experience，It is based on the needs and ideas of the audience，Create an adjustable strategy，Organize useful and valuable content into key business messages，To meet the needs of consumers，Also guide consumers to purchase。

Judging from two years of operating experience，About 36,000 users participated in this project，37 provided 188bet online sports betting in total,000 comments，10% of the suggestions have been adopted and implemented。Among them，A total of 15 monthly experience officers were born，100 online experience officers，Issue family、IT people、Different identities such as travel expert，Use a richer perspective to help hotel upgrades and optimization。

Regain the decision-making initiative

In the hospitality industry，Understanding consumer decision-making is particularly important。In view of the continuous rise of distribution websites，Travelers often evaluate a hotel without experiencing the brand，Should we choose the target hotel?，It has become increasingly out of control。Directly research customers，Understand the reasons behind their behavior in specific situations，And then find new methods，will help to reach them at the right time。

Huazhu leverages the quality and personality of different brands，To meet the diverse accommodation needs brought about by consumption upgrades。Huazhu also mentioned it in its financial report，Will continue to increase the proportion of mid- to high-end hotels。

Every stage of Huazhu’s current development is related，By using data，Match accurate consumers at key touch points。Also ensure the format of the content、Structure and features meet core needs in the consumer journey。In the first quarter of 2017，Huazhu achieved an average RevPAR of 9.8% year-on-year growth，Huazhu CEO Zhang Min attributes this to a richer product line，Bring consumers an extraordinary experience。

As the CEO project enters its second 188bet sports betting app download year，Huazhu creates a transformation from "Chief Experience Officer" to "Chief Enjoyment Officer"，The definition of experience has also been subverted again。In the room、Booking、Data statistics of high-frequency words such as cleaning，About 56% of chief experience officers pay more attention to the segmentation of experience。

Huazhu leads CEO representatives to participate in “immersive trading experience integrating online and offline”，Come and experience Huazhu’s diversified products and services，Meanwhile，Helping young consumer groups break through social barriers，Let social energy be fully released。The leap from online feedback to offline experience，It is more powerful for both parties to deepen their understanding，and in-depth feedback。

The integration of intelligence and human care technology skills

Guests have higher demands and expectations for their stay experience，Hotels have the responsibility to keep up with the latest and most cutting-edge development trends and technological changes in current products。

According to the on-site understanding of Zhihui，Upgraded Huazhuhui APP1.0，Will dig deep into the dual attributes of technological intelligence + human warmth，Currently while maintaining the lowest official price advantage，Comprehensive access to aircraft、High-speed rail、Shared bicycle，Making travel smoother；Continue to deepen "light speed check-in"，One-click printing of invoices，Maximize saving users’ valuable time；

Otherwise，Let users travel more 188bet sports betting app download worry-free，Achieve online self-service room selection；Fully realize interactive flexibility，Member points can be spent as money，And as deposit voucher，Truly realizes the slogan of living wherever you want。

Huazhu CEO Zhang Min advocates making intelligence more warm，Make services more humane。

Conceivable，The chief experience officer and Huazhu are working on new products、The collision of new technologies，We will continue to provide unique and differentiated accommodation experiences。In the future, Huazhu has taken the lead in breaking through the dilemma of industry change，How to maintain the leading position？Zhihui will continue to pay attention to "Huazhu Chief Experience Officer" 3.0 plan。