Ctrip, the domestic online travel giant, launched an important new business today。

October 9，Ctrip officially announced the establishment of Lichen Hotel Group，According to Ctrip’s introduction，The hotel group forms an "alliance" with high-star hotels in first- and second-tier cities across the country，Use Ctrip Group’s big data analysis and services, etc.，Helping hotels to continuously improve performance and service standards in the fierce market competition。

Same day，Leicheng Hotel Group and Shanghai Jinmao Hotel Management Co., Ltd. (hereinafter referred to as Jinmao Hotel Management Co., Ltd.) signed a strategic cooperation agreement in Xi'an，Both parties will carry out cooperation in hotel management in China。

According to Li Cheng COO Sun Gang，About 188bet Online Sports Betting and Casino 50 high-star hotels will join the "Licheng Hotel Group" this year，Most of these hotels are located in Shanghai、Beijing、Guangzhou and other first-tier cities。At the same time，Licheng Hotel will also be positioned according to different positions，Segment the hotel into three major brands，They are "Licheng Huating Hotel" which is positioned as an ultra-high-end hotel brand、"Licheng Hotel" is positioned as a high-end full-service hotel brand and "Licheng Ruixuan Hotel" is positioned as a high-end specialty hotel brand。

Ctrip confirmed with "First Line"，Leicheng Hotel Group is positioned as a hotel management group，Mainly operated in an asset-light manner as a result of hotel management output。

According to the plan of Lichen Hotel，The number of Licheng franchise hotels will exceed 50 by the end of this year，250 next year，Reaching a scale of more than 500 in the next year。After three months of formal investment promotion，Currently, 3 Landscape Hotels have officially opened，15 companies have officially signed contracts and are preparing to open，There are still more than 50 intentions under negotiation。

Ctrip said，Leicheng Hotel’s core competitiveness mainly has four points: data transformation power、Product influence、Tool Creativity、Tool Creativity。

The newly established Lichen Hotel 188bet sports betting app download Group is an important attempt by Ctrip in the hotel business，Previously，Ctrip’s hotel business provides users with online room booking services，The main model is to charge corresponding commissions to hotels at the same time，The establishment of Lichen Hotel Group shows that Ctrip is going deep into the upstream of the hotel industry，Will gain income by exporting 2B business such as hotel management model。

If this attempt is successful，Meaning that Ctrip will open up another important revenue channel outside the traditional business scope，Not only can it share the fierce market competition pressure faced by its hotel business，At the same time, the layout extends upstream through Lichen，It will also increase Ctrip’s voice and control in the hotel field。

For the hotel industry，In recent years，Competition in the hotel market is becoming increasingly fierce，Budget hotels continue to divert passenger traffic from the mid-range market，The demand for branding of high-end hotels is getting stronger。Compared to independent hotels，The brand effect and scale efficiency of group hotels are more competitive。

However, Ctrip is still a novice in hotel management，Therefore，Today’s cooperation with Jinmao Liquor Management is of great significance to the development of Lichen Hotel Group。

According to introduction，Jinmao Liquor Management is an investment trust initially focusing on high-end holding real estate asset management。The company has developed and operated dozens of high-end hotels since 1999，In 2014, the company integrated multiple hotels and some commercial properties and listed them on the Hong Kong Stock Exchange，Afterwards, the company adhered to the strategy of focusing on both light and heavy assets and carried out the simultaneous development of light and heavy asset businesses，And established "Shanghai Jinmao Hotel Management Co., Ltd."，Achieved self-operation、Franchise、Gradual transformation of management output。

According to the cooperation agreement between Ctrip and Jinmao Liquor Management，Leicheng Group and Jinmao Liquor Management will join the hotel brand、Big data application、Cooperate in aspects such as improving conversion rate，And in the next three years，Joined to launch more than 30 joint hotels，Over 6000 rooms。

188bet app First line丨Ctrip launches its own hotel brand Li Cheng: in addition to room booking business, it also enters the hotel business》.