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Airbnb、Internet startups such as Uber have always been known for their creative marketing，And it gives people a bright feeling every time，Inspire people's interest，Causing widespread discussion。Watching Airbnb flourish，Traditional hotel giants are no longer calm，I feel like I have to do something。

So，Traditional hotels did a lot of weird things in 2015。

Atlantis Dubai uses Oculus Rift，Viewers can view the hotel’s environment from a 360-degree view on the website，And various hotel activities。Shangri-La and Marriott Group have also made virtual reality equipment。

To promote the hotel’s breakfast，Holiday Inn Group launches a set of “breakfast emoji”，Includes sausage、Poached eggs、Cinnamon rolls...

W Hotels by Starwood，Allows customers to order in-room meals via mobile app、Choose music playlists and send content directly to social media，And plans to replace room key cards with smartphones。

Marriott selects 14 hotels around the world as experimental incubators，Develop catering services with local characteristics，Results include London Marriott’s RoofNic、Dubai Marriott’s “Square” all-night nightclub、Artisanal cheese + craft beer themed restaurant in Phoenix...

▲Marriott’s virtual reality device

▲Breakfast at Holiday Inn emoji

If you only look at what they have done this year，It still seems very colorful、Big imagination。If only the creativity of the hotel industry was judged，Looks rejuvenated too，Not lost to any mature industry。If you look at the rhythm of your own development，It makes sense - Morgan Stanley’s research report shows，Two key indicators of the hotel industry-average annual revenue per room、Occupancy rate，all maintain strong growth，The industry as a whole maintains a healthy development level。

Even though everything looks fine，Wolffgang Lindlbauer, Marriott’s head of global operations, is still nervous this year。International hotel groups rely on providing uniformity、High-quality products based on，50 years later、What the generation after 60 needs is this familiar sense of security。“But we found out，After 80、What the new generation of consumers born in the 1990s want，Exactly the opposite of what we provide。”

Based on Marriott’s survey，The "Millennials" born between 1980 and 1995 are the fastest growing group in the labor market and consumer market。As age and spending power grow，Currently they account for 1/3 of the hotel’s total customers ，Marriott believes that in the next four years，60% of its business targets Millennials。

This tension comes from a new opponent-Airbnb。Even according to statistics from industry consulting firm STR，Both Airbnb and traditional hotel markets grew in 2015，There is no obvious mutual substitution relationship。

If you think of this Internet brand born in 2008 as a hotel management group，It should be ranked #1 in the world - it has 1.5 million listings in 190 countries around the world，More than all international hotel groups combined。

1.2 million of these listings were in 2014、Completed in two years in 2015，And Hilton、Marriott、Intercontinental and others have less than 700,000 rooms。And managing this huge hotel supply，Hilton needs 160,000 employees，Airbnb only has 1600 people。

In the capital market，Airbnb’s valuation reached 188bet app US.5 billion when it completed US$1.5 billion in financing in July 2015 (click right for further reading:7 pictures to tell you，How Airbnb went from a cereal seller to the world’s largest hotel），The market value of those depressed old hotel management groups is only-Hilton $22.7 billion，Marriott $18.7 billion，Starwood $12.7 billion，Wyndham $9 billion。

In this context，It will be easier to understand if you look at the various actions of the hotel industry。

This is probably after the rise of Airbnb，The hotel industry’s most direct response—and the easiest one to do。After all，Marketing is the best to learn，Then learn it first。

Airbnb’s biggest selling point is personalization、Localized accommodation experience。Featured properties from around the world have also become Airbnb’s unique marketing materials，The properties currently recommended by Airbnb include treehouses、Shipping Container、Mongolian yurt、Bus、Private island...

Last November，Airbnb partners with KLM Royal Dutch Airlines，Decorate the airplane cabin into a bedroom，Launch of "Airplane Apartment with Extra Large Space"。Halloween this year，Airbnb launches another ancient tomb room in the Catacombs of Paris to "spend a night with 6 million remains"。This pair of travelers，Especially the young people who like to try new things，Has great attraction。

▲Some selected listings on Airbnb

For the mature and prudent traditional hotel industry，Airbnb’s approach has brought a lot of touch and inspiration。So you will see them doing so many things，Trying to attract young people with “personalized” experiences。They thought smart door locks、Virtual Reality、Bars and nightclubs are popular among young people，I will do it all to please you。Result，But you look a little clumsy - like you have grown up，The elders still want to give you candy。

Besides, it’s hard to say how effective these practices will be。Think about the factors you would consider when choosing a hotel，Location、Hardware facilities、Service...is in this priority list，Those various so-called "innovations" may be ranked very secondary，Or not consider it at all。

Of course，Comparing Airbnb to hotel groups is unfair after all。As a short-term rental platform with scattered housing resources，The room usage rate on Airbnb is still relatively low。Although Airbnb has registered more rooms than traditional hotel giants，But these rooms are not guaranteed to be effective for a long time，Estimated by 188bet Online Sports Betting and Casino Barclays analyst Vicki Stern，37 million rooms booked on Airbnb in 2014，Only 1/5 of the InterContinental Hotel。But she also said，According to the current development speed of Airbnb，The total number of annual booking days on Airbnb in 2016 will reach 1.2.9 billion times。

But hotels don’t have to panic。After all，On the traditional factors when considering the standard of hotel software (and possibly hardware)，The hotel still has the advantage。

The fundamental difference in models between traditional hotels and Airbnb is，The heavy mode adopted by the former，Rent、Decoration、Purchase hardware equipment、Manpower requires fixed costs，Profit level is greatly affected by occupancy rate。And Airbnb’s model is to rent out the spare rooms provided by each host on the platform，Airbnb itself does not need to bear the above costs，Just plays the role of intermediary between residents and landlords，Make profit from it。

But Hilton’s 160,000 people are not idlers - this is equivalent to one service staff for 4 rooms，Daily cleaning service、Responsive front desk、Sufficient security comes from this。

Also seen in a Morgan Stanley report on Airbnb，They found out after surveying 4000 tourists，Only 7% of Airbnb users stay just one night，The vast majority of people choose Airbnb when staying for more than two nights。In comparison，Among the hotel’s customers，About 25% of people stay only one night。

▲Morgan Stanley: Number of nights guests stayed at Airbnb and hotels

This may explain，When you are only staying for one day on an emergency business trip or passing through a certain city in transit，People tend to choose more stability、Hotel with predictable performance。Stayers with a travel experience mentality，Only more interested in Airbnb。

And the business travelers - the most valuable、The least price sensitive group，Always the hotel’s best customer。

But,When Airbnb also started to be a business travel customer，This is what hotels should really worry about。

Imagine the relationship between Uber and taxis，When Uber’188bet online sports betting s equipment and services surpass taxis，For users，The most direct reason to choose a taxi is actually - having an invoice。

But the hotel is luckier than the taxi，Firstly, it is still difficult for Airbnb to meet the facilities and service standards provided by hotels；Second, the hotel has a large proportion of business travelers，The requirements for invoices and other documents will be higher。

Business travel customers have always been an important source of customers for the hotel。In most people’s perception，Airbnb is still a supplement to the traditional hotel industry，Aimed at the leisure travel market。

But it is difficult to say whether this clear division will happen in the future.

November this year，Airbnb launches exclusive rooms for business travel。The landlord only needs to be equipped with Wi-Fi、Iron、Workspace、Clothing rack、Hairdryer and 24-hour response service，And the order cannot be canceled unilaterally within 7 days before travel，You can apply for a room type marked as "Business Travel Ready"。

▲Airbnb business travel listing requirements

And，This is not just one of Airbnb’s many marketing gimmicks，But it seriously wants to eat the cake of business travel。Previously，Airbnb has partnered with Concor, the company behind “automated travel expense management”，Integrated Airbnb into the travel reimbursement systems of more than 70 Fortune 100 companies。Airbnb also launched a travel management tool，And Google、1000 companies including Facebook signed up for business travel program，Allow company travel managers to share employee travel dates、Location and other information，And agree to pay。

Currently，Users traveling for business already account for 10% of Airbnb’s business。According to Reuters，Users traveling for business already account for 10% of Airbnb’s business，Accommodation will be provided for visitors during the conference。Follow this rhythm，It is not impossible for Airbnb to become a mainstream accommodation booking platform in the future。

This will be a hidden worry for the hotel，But 188bet app download there seems to be no solution yet。This aspect，Only Hyatt has taken action，It took a stake in British company Onefinestay in July this year，The latter is a high-end version of Airbnb。But its market cap is only $80 million，Not on the same level as Airbnb’s $25.5 billion。

How to keep business travel customers，This may be the next question that the hotel industry needs to think about。