January 16，SPG Club issued a notice to users，W Hotel Beijing Chang'an Avenue (hereinafter referred to as "W Hotel Chang'an Avenue") will separate from the Marriott Group on February 1, 2019，And stated that the last available check-in time is January 31, 2019。

Subsequently，The reporter confirmed with relevant staff of Marriott Group，The other party stated that W Hotel on Chang'an Street will no longer be managed by Marriott Group after February，The specific information after the card change is not clear。

Industry insiders told reporters，The poor performance 188bet online sports betting of W Hotel on Chang'an Street is the main reason for this license change，Despite its strategic location, it has been plagued by performance problems，There should be major changes after the card change。

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Reporter inquired information and learned，W Hotel Chang'an Street was originally the Gloria Hotel owned by COFCO，2014，COFCO Group announced that it will be rebranded as W Hotel，Operated and managed by Starwood, a foreign hotel management brand。2015，Marriott acquires Starwood for US$12.2 billion，And starting from August 2018，Integrate Marriott Rewards、The Ritz-Carlton Rewards and SPG membership program，Unified member benefits，from this，W Hotel Chang'an Avenue is officially transferred to Marriott。

The W Hotel on Chang'an Street has always been a must-visit place for W fans，As the only W hotel in Beijing，Also equipped with iconic elements such as trendy bars。COFCO Group, which previously decided to turn it into W Hotel, also had high hopes for it，At the opening ceremony 188bet online sports betting of W Hotel on Chang'an Avenue on September 28, 2014，Ning Gaoning, then chairman of COFCO, said in his speech，“W Hotels are in a league of their own，Create differentiation、Higher level of experience and feelings，Full display of happiness、Fashionable theme，will become a hot topic in the entire hotel industry。”

But not long after opening，The W Hotel on Chang'an Street began to suffer a cliff-like decline in reputation，In many high-star hotel forums、You can see comments from netizens expressing disappointment in the comment area of ​​the OTA website。

After the news of the delisting 188bet online sports betting of W Hotel on Chang'an Avenue，Netizen comments (part)

The reasons behind it，Poor design may be an important factor。The design team 188bet online sports betting of W Hotel on Chang'an Street said in an interview with Curiosity Daily，W Hotel Chang'an Avenue began to make the first version of the guest room very impactful，After seeing this, the leaders felt that state-owned enterprises should not be so exaggerated，So the style of the subsequent adjustment plan will be very businesslike，As square as a hotel on a business trip。

And this conflict of ideas，Whether it will also be reflected in future operations?As of press time，Marriott did not respond to reporters’ questions。

The W Hotel on Chang'an Avenue has also put forward higher operational requirements for the new successor after its reputation has fallen off the cliff。An industry insider with many years of experience told reporters，The new brand to which W Hotel Chang'an Avenue will be rebranded has not yet been determined，There are many people talking，Still in the negotiation stage，The time may not be extended until February。

But the relevant Marriott staff gave the reporter the exact words，W Hotel Chang'an Street will no longer be managed by it after February。Marriott customer service also sent a reminder message: "Dear Marriott Rewards Member，What deserves your attention，W Hotel Beijing Chang'an Street will leave Marriott International Group effective February 1, 2019。If you have booked a room after this date，It is recommended that you call the hotel，Seeking to cancel order，Or transfer to other Marriott International Group properties in Beijing。”

Zhao Huanyan, chief knowledge officer of Huamei Hotel 188bet sports betting app download Consulting Agency, told reporters，For the changing party，The original owner COFCO Group owns Gloria Hotel Management Company and brand，The new owner Tianfu Fund Management Co., Ltd. also has its own hotel management brand，So，The W Hotel on Chang'an Street is more likely to change its brand to a domestic wine management brand。

The bad luck of losing money may lead to the overall change of the hotel, and the new owner regrets taking over

A source told reporters，Behind the license change at W Hotel on Chang'an Avenue，It is its performance of consecutive losses。Data display，Before 2017，W Hotel Chang'an Street has been owned by Joy City Real Estate (00207.Operated by COFCO Hotels (Beijing) Co., Ltd. (hereinafter referred to as "COFCO Hotels"), a wholly-owned subsidiary of HK)；October of that year，It was named 9 by COFCO.9.5 billion yuan listed for sale；December，Joy City Real Estate announced，Sell the hotel to Tianfu Fund Management Co., Ltd.，The total cost is 13.600 million yuan，Plus shareholder loan，Joy City Real Estate expects to receive 19.8.3 billion yuan。

This transaction price is called the "cabbage price" in the industry，But judging from the performance 188bet online sports betting of W Hotel on Chang'an Avenue，This deal is quite cost-effective for COFCO。Reporter inquired about the listing information of Shanghai United Equity Exchange and obtained the approval，W Hotel Chang'an Street achieved operating profit of 96.2 million yuan in 2016，Liability 15.400 million yuan，Assets are less than 11.300 million yuan。As of September 30, 2017，Its average occupancy rate is 69%，Average rental income 790 yuan。

Joy City Real Estate publicly stated，Hotel return rate is too low，It is difficult to meet the requirements of the State-owned Assets Supervision and Administration Commission for central enterprises，Will choose the opportunity to operate its own hotel brand in the future。It can be seen from its public data，As of September 30, 2017，MGM Sanya Resort and St. Regis Sanya Yalong Bay Resort are both owned by Joy City Properties，The average occupancy rates are 88% and 71% respectively，The average room revenue has reached 1193 yuan and 1439 yuan，Chang’an Avenue W Hotel is far away。

The above-mentioned industry insiders told 188bet online sports betting Blue Whale Sankei reporters，W Hotel Chang'an Street seems to have a superior location，But this is not the case，Located in an area where administrative departments are concentrated，But positioned as "nightclub style"，Not consistent with the surrounding environment。“Beijing Gaoxing Hotel has gathered in Dongsan in recent years、Fourth Ring Development，It can also be seen that its location is not in line with the development trend，This is the process of new things replacing old things。For the new owner Tianfu Fund Management Co., Ltd.，I already regret taking over the deal。At the same time，After the license change, the W Hotel on Chang'an Street may change its pure hotel model，Office building during functional renovation、Diversified model development such as high-end apartments。”

Zhao Huanyan also said，Office buildings have low operating costs，Office buildings have low operating costs、High rental return。

Marriott is in constant trouble as its license is changed，Depth bundled betting online with Fliggy

It’s worth noting，Marriott, which has experienced a license change this time, has also exposed many management loopholes in recent years，Especially when it frequently involves "Taiwan independence"、"Tibet independence" and other politically sensitive events，causing great indignation among the Chinese public。Marriott apologized to the Chinese public four times after the incident，And update Chinese APP，Emphasizes that “Marriott International respects China’s sovereignty and territorial integrity，We will never support any separatist organization that damages China’s sovereignty and territorial integrity。We deeply apologize for any behavior that may cause misunderstanding of the above position。”

But not long after this incident subsided，January 2019，Marriott International announced the news，His Starwood hotels suffered a large-scale hacker attack，About 5.25 million unencrypted guest passport numbers stolen，The passport numbers of about 20.3 million customers on the encrypted list also fell into the hands of hackers。

According to foreign media reports，Affected by this leak，Marriott membership program enrollment has decreased by 25%。Not only that，Marriott’s total revenue has also 188bet Online Sports Betting and Casino declined in the third quarter of 2018。After the incident，The impact of negative news on performance may be more serious。

As to whether it was replaced because of Marriott’s constant troubles?A hotel owner analyzed to reporters，Possibility，But not big，It is also possible that its management fees are too high，It is no longer directly proportional to its performance。

In addition，In order to gain vitality in the Chinese market，Marriott, which is betting heavily on the Chinese market, has begun in-depth cooperation with Fliggy since 2017 and established a joint venture，Looking to find more opportunities online，To ensure the sustainability of subsequent development。

The trend of delisting foreign high-star hotels is returning?

Coincidentally，Just in 2018，There have also been many domestic hotel owners who lost their money after their contracts expired，Hotels originally managed by foreign investors have been taken back one after another。Especially in Beijing、Shanghai and other first-tier cities，This phenomenon is more obvious。

Shanghai Hongqiao Sheraton was rebranded as Hongqiao Jinjiang Empress，Wanda Group also dissolved its cooperative relationship with foreign hotel chain management groups，Independently operates about 10 luxury hotels，And plans to independently operate all new hotels that will open in the future，The most eye-catching one is the renaming of Sofitel Wanda Hotel Beijing to Wanda Vista Hotel。

Mr. Ling, who has many years of experience in high-end hotel management, told reporters，It is not difficult to make profits in five-star hotels，It’s just that the cycle time from investment to return is longer。So after the customer source problem of domestic hotels is solved，Usually choose to operate mid-to-high-end hotels by your own team，To reduce operating costs。

Zhao Huanyan also told reporters，From a macro perspective，National policies and market environment also support the development of domestic private brands，Putting it into the hotel industry is brand confidence，That is, hotel license renewal will become an inevitable trend。

In addition，Franchising has also become a major trend。Li Li, Vice President of Hotel Business Development China of Marriott 188bet app download International, once said publicly: "Franchising maintains brand standards，Give owners a certain amount of autonomy，In fact, it is also a manifestation of localization。”

Of course，As for whether the W Hotel on Chang'an Avenue will be replaced by a domestic hotel brand after it is delisted，We still need to see the result of the final struggle。But it is undeniable，W Hotel Chang'an Street is already facing performance、Double pressure of word-of-mouth，Transformation is imminent，Reporters will also continue to pay attention to the direction of this transaction。

*This articleSource: Blue Whale Sanjing, author: Li Danyu, original title: "Exclusive,The regretful employer,Where is the road to Gaoxing Hotel》.