Those who can upgrade their consumption will win the world。With the rise of the new middle class、Increase in young consumer groups，China’s hotel market has ushered in an era of personalized development。

The "2018 China Chain Hotel Development and Investment Report" released by the China Hotel Association and Shanghai Yingdie Enterprise Management Consulting Company pointed out，In order to make hotel brands more comparable in different market segments，Based on the pricing of major hotel brands and the comprehensive performance of the market，Jiang Atour Hotel、Yilt Hotel、Jinjiang Capital、Orange crystal、BTG Jinglun and other major mid-range hotel brands have made adjustments，Beginning to be newly included in the category of high-end (four-star) hotels，Among them, Atour Hotel has 9.43% market share and number of rooms、Ranked first in terms of number of stores。

Analysts pointed out，This slight adjustment，In fact, it more truly reflects the structure of the current Chinese hotel market，Mid-range hotels, which were originally 188bet sports betting app download lumped together, are strategically positioned、Market Performance、There are big differences in service quality and other aspects。Atour Hotel、"New" high-end hotels such as Crystal Orange fill the gap between the mid-range and luxury hotel markets，Focus more on the pursuit of high-quality value-added services for the “new middle class” population；In comparison，All Seasons Hotel、Mid-range hotels such as the Vienna Hotel are closer to the upgraded versions of the original products of various hotel groups，Improving the basic accommodation experience with better hardware facilities。

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(Market share of top 10 high-end hotel brands)

“New” high-end hotel brands have different genes from the beginning，From target group to product design，They are all clearly distinguished from mid-range hotels。They rely on differentiated brand positioning、Brand tone、Intelligent facility services、Richer spatial content has captured a group of consumers。

The portraits of the service groups of “new” high-end hotels are gradually becoming more concentrated and clear，Most of them are 80、Post-90s，Have 5 to 10 years of work experience，The "new middle class" who advocate quality life，is the main force in the consumption upgrade team。The new middle class has crossed the range of hotel functional needs，Pursuing a more comfortable 188bet app download core accommodation experience，Willing to provide leisure space、Pay for value-added services such as business social space。

For example，Atour Hotel established in 2013，Humanity Hotel、City travel hotel entry，Focus on humanities、Read、Photography and other elements，Now famous for "IP cross-border integration of new species"；Orange Crystal, which is also included in high-end hotels，Emphasis on unique personality、Design sense、Modern science and technology。In comparison，Mid-range hotel brands are mainly responsible for the transformation of hotel groups in terms of revenue and product structure。

According to McKinsey estimate，2022，The number of China’s middle class will increase from 1 in 2012.7.4 billion households increased to 2.7.1 billion households。This will create a huge and rapidly growing high-end hotel market。Looking at the data in the "Report"，Although there are already a few strong brands in this market，But the overall supply is not sufficient，It will be a blue ocean within a certain period of time，It will also become a strong growth engine for the Chinese hotel market。

However，In the face of huge market opportunities，“New” high-end hotels are also facing greater “challenges”。

Based on the current market performance，On Pricing、Brand, etc.，The boundaries between budget hotels and mid-range hotels are gradually blurring，188bet Online Sports Betting and Casino Mid-range hotels are also willing to take on the existing market。Although high-end hotels have a clearer market positioning，But maintain and strengthen this positioning，We must improve service quality、Breaking the boundaries of space、Building higher barriers to enrich space content and intelligence。

Facing the more sensitive new middle-class crowd，How to polish the user experience，Accurately capture their current views on hotel brands、Service and even emotional needs，Meet the diverse needs of users、Value-added services that create brand differentiation，Perhaps this is a point where high-end hotels need to continue to explore and make efforts。

Otherwise，Hotel intelligence is also an important issue that falls on the shoulders of high-end hotels。In cloud computing、While emerging technologies such as artificial intelligence are developing rapidly，Introducing intelligent tools into the entire chain of hotel services，Need high-end hotel companies to work in the workflow、Full determination and huge investment in personnel training and management system transformation。And whether these intelligent tools can truly serve the user experience，Long-term operation inspection is also required。

Building a good high-end hotel brand and product is not achieved overnight，Only continuous demand from consumers、Experience、Starting from emotion and other 188bet app dimensions，Continuously adopt new technologies、Product、Innovation and attempts in service，In order to support the pricing of high-end hotels，Only target consumers are willing to pay the corresponding premium。

*Source of this article:WeChat public platform "Economic Observer"(ID: eeo-com-cn)，Original title: "Consumption upgrading has spawned "new" high-end hotels，Opportunities and challenges coexist in the blue ocean》。