Blind boxes are becoming more and more popular，But hotel blind boxes seem to be getting colder。Ji Tongcheng、After Ctrip and other platforms launched hotel blind boxes，Recent，Qunar.com also launched a “travel lucky bag”，Official Weibo pointed out，“Lucky bags cover popular destinations，You can open a luxury hotel for 168 yuan，Full refund if not satisfied if not redeemed，Dragon Boat Festival is also available”。

Obviously，Under the general trend of “blind box marketing” this year，A lucky bag with the gimmick of “unknown”，A bit like the hotel live broadcast last year，Is blindly following the trend，But the effect is mediocre。What kind of "blind box" does the hotel need？It’s an interesting topic worth discussing。

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April 3，Tongcheng Travel launched the first "Blind Box Travel" event，During Qingming Festival，Attracted more than 20 million users to participate，Douyin、WeChat video account official account related exposure exceeded 2 million。With the help of ticket blind box，Tongcheng Yilong not only found the second curve of its own traffic growth，Become the only OTA that has been profitable during the epidemic to this day，It also promoted the development of the overall tourism industry to a certain extent。

In front of the popular “traffic cake”，It’s the eve of the May Day holiday，Ctrip Travel、Qunar.com、Fliggy and other platforms have placed bets on ticket blind boxes，The number of Douyin related topics exceeds 3.600 million。

Compared to the popularity of blind box tickets，Hotel blind boxes appear “weak”，There is very little news about leaving the industry，The presence on social media is not obvious。Space Explorer’s search and discovery，On Weibo，#ticketblindbox, there are 11 topics.40,000 discussions 8615.30,000 reads，536892 results found。Hotel blind boxes have not yet formed a corresponding topic，577 results in total。

In addition to the low heat，Frequent word-of-mouth problems，It has also become a dilemma for hotel blind boxes。

The day the Qunar lucky bag was launched，A complaint about “false propaganda” appeared on the Black Cat consumer complaint platform。Consumer pointed out，I won a five-star hotel，At the time of redemption，The system prompts that the hotel is too popular，You can try another hotel”，Call customer service，Also said it was due to hotel issues，Can only be redeemed for other optional hotels，But the available hotels are not of the same level。Similar questions，In frequent flyer forums such as E-Travel，Also visible。

Also，Ctrip’s hotel blind box launched on April 19th，There are also voices of dissatisfaction from customers。Ctrip blind 188bet sports betting app download box price is 699 yuan respectively、999 yuan for two categories，Each blind box includes 1 night hotel，But some consumers said，Blind box purchased for 999 yuan，The hotel opened is less than 999 yuan。To this，Ctrip’s response is “Hotel calendar room rates are refreshed in real time，The situation encountered by consumers is that resources are being refreshed in real time。"Afterwards，Ctrip has set up an anti-inversion screening mechanism and promptly added a manual verification team to avoid similar conflicts。

There are many problems with hotel blind boxes on OTA platforms，The hotel’s own blind box，Not really reliable。Also on the Black Cat consumer complaint platform，After the consumer purchased the 199 yuan hotel blind box under the official account Ban Bian Shanxia，When booking a hotel on this official account, it always shows that it is invalid。Consult the public account online customer service，The other party replied that this activity is no longer available，Let him wait for the refund。From January to March，What consumers finally wait for，But it’s account migration、Customer entrance closed、The result of the hotel blind box disappearing。

Fell into the "three difficulties" of blind box marketing

Easy to find，Compared to air tickets，Hotel’s blind box marketing business，Obviously much harder to do。This is different from hotel characteristics and consumer expectation threshold，There is a certain relationship，The hotel’s “difficult to enter” blind box，The main difficulties lie in the following three points。

Difficult to exchange

The main complaints about hotel blind boxes mentioned above，Basically they stay at the “exchange” point，And the reason for this，It depends on the number of rooms in the hotel，Far smaller than the number of seats on the ticket，And the "occupancy time" of hotel rooms and airplane seats，Also completely different。

Hotel in hotel blind box，Most of them exist in the form of "pre-sale room coupons"，And hotels often have obvious redemption needs during peak seasons and upcoming periods，Therefore，There is a situation of supply exceeding demand，Finally difficult to exchange，It’s not surprising that consumers are being asked to refund their money。In the end, this is a double damage to the credibility of OTAs and hotels。

In June 2020, Ctrip released the first "Online Accommodation Platform Hotel Pre-Sales Service Specifications"，From pre-sale management、Pre-sale service、User rights protection、Systematic standardization of online accommodation platform pre-sale services in terms of service quality control and improvement。However，Can this specification avoid the problem of "difficulty in exchange"，Still debatable。

Difficult to reach

Last week，Teacher Lei Butong, the contracted author of Space Detective, drew a hotel lucky bag from Qunar，Finally won a hotel in Wuxi，From a cost-effective perspective，168 yuan lucky bag，Opened more than 300 hotels，Already made money。But Teacher Lei, who has always been rational, said that he had no troubles in his heart - he had no intention 188bet online sports betting of going to Wuxi，And the hotel chosen has no special features。final，He chose to return this hotel room voucher。

Teacher Lei’s thoughts，This is precisely the dilemma of hotel blind boxes。After winning the lucky bag，There are only a few people who are really willing to "leave as soon as they say"，Many people just follow the trend and have fun，"Try your luck"。But if you are really sure about the redemption，Let’s ignore the difficulty of exchange，Before arriving at the featured hotel，Need to spend on transportation、time on leave、Energy、Money，It’s enough to force a wave of people back，If the hotel is located further away，That’s enough for a refund in minutes。

In comparison，Solve traffic directly，Air ticket blind box where consumers only need to pay for accommodation，The threshold for "arrival" is much lower than that of a hotel blind box，But its actual arrival rate is not high。Tongcheng Travel once said，Judging from the current data，Among users who have locked tickets，Higher travel rate，Achieved more than 98%。As for the final travel rate of ticket blind box users (number of blind boxes: number of successfully redeemed tickets)，means it is not convenient to disclose。Some insiders pointed out，Based on feedback from netizens，Not many people actually travel by purchasing blind box tickets，Air ticket blind box marketing is a great gimmick。

Difficult to satisfy

The "difficulty of satisfying" hotel blind boxes，Reflected in two aspects，On the one hand, it is the satisfaction of consumers，The other is the satisfaction of the hotel。

For consumers，Hotels are different from air tickets，Most air tickets are economy class，Nothing to choose from。But at the hotel，There are advantages and disadvantages due to different hotel levels，Almost everyone comes here for high-end hotels，The destination where the hotel is located，becomes dispensable。A highlight in Qunar.com’s hotel lucky bag，It is a lucky bag that can open up to 6 hotels，The last must-have luxury hotel，If you are popular，Invite 15 friends to help，It is also a must-have luxury hotel。

Therefore，With luxury hotel comparison，Those ordinary chain hotels are no longer acceptable，The final possible result is，Difficult to redeem in luxury hotels，Ordinary hotels have more refunds。And this is for the hotel，Also becomes "ineffective marketing"。

Undeniable，Under ideal conditions，Blind boxes can maximize the use of guest rooms for hotels，Lock consumption demand in advance。But when blind boxes become more purposeful and utilitarian，The hotel is making a wedding dress for OTA to attract customers，It is difficult to meet your own needs。

Order volume is higher than last year’s National Day

It is true，New gameplay like hotel blind box，There are various problems，But for those hotels that want to keep up with the times，There is no need to completely deny this。Understanding new ways to play is one of them，And truly embrace new things，You need to go deep into its essence，Reintroduce your own unique gameplay。Hotels may not 188bet online sports betting necessarily need to follow suit and create “hotel blind boxes”，But we have to know the profound meaning behind the “blind box economics” that has been so popular in recent years。

The “gambler’s mentality” that cannot be ignored

The reason why blind boxes are popular，Not unrelated to its "unknown"。Before opening the blind box，No one knows what will be drawn，But everyone hopes to be the one who is lucky enough to draw the popular one，It’s like buying a lottery ticket，Before the lottery draw，Everyone yearns to win the 5 million grand prize。

Blind box with lower unit price，It’s like the “lottery” for young people nowadays，With the gambler’s mentality of using small things to make big gains，Under the motivation of "spending money to buy surprises"，Achieved high-frequency purchases。The same is true for machine wine blind boxes，Irregular time period、Flights to indefinite destination，Also adds a sense of adventure of "just go"，There is also a no-return policy，Enough to attract the attention of young people。

Hotels catch “gambler’s mentality”，If you just follow the trend and do hotel blind box marketing，Copied or existing gameplay，It is difficult to copy a "same-trip ticket blind box"。After all，Get together under blind box marketing，Consumers’ enthusiasm for homogeneous marketing activities，It will undoubtedly subside。

Therefore，The hotel can launch its own gameplay based on the "gambler's psychology"，For example, long before blind boxes entered the tourism industry，ZMAX HOTELS launched the “Easter Egg Room” in 2020，When guests check in, they will have the opportunity to take away a mysterious gift with ZMAX spiritual attributes for free，To achieve more emotional interaction with customers。

Huiyu Hotel, a new brand under Jinjiang, launches a monthly themed "Happiness Blind Box"，Includes hotel home life gifts，One-time package purchase by the customer，Hotel monthly delivery，Achieve the continuation of happiness。

Aroused "desire for collecting"

It can be said，The current blind box marketing of machine wine，Only touched the first layer of "gambler's psychology" of the blind box，But it has not penetrated into the second level of "collection desire"-and this is precisely the key for young people to directly form a niche culture。

Wang Ning, founder of Bubble Mart, had hoped，The blind box can become a "stamp for young people" one day in the future，Under continuous collection，Acquire artistic value、Get limited satisfaction。The machine wine blind boxes that are marketed as “fast-moving consumer goods” online are naturally not collectible，But the hotel is offline，But you can find things worth collecting。

For hotel lovers，Hotel supplies、Room Card、Stationery, etc.，These are some "common and unusual objects" worth collecting，“Aman Fans” will even live in Aman all over the world，Regard it as the goal of life and the highest honor in the circle。

Many hotels also understand that the "desire for collection" can bring a steady flow of customers to the hotel，188bet app It’s about creating small details，A ready set，There are differences again。Like Park Hyatt’s room card，Put together，It is a unified set of photography works；On the guest room window of every Andaz hotel，They all have specific haiku printed on them，Causing imagination；Such as Aman luggage tag with hotel name and color code，It has become the unique sign-in method and the secret code for "mutual recognition" of each other for Aman enthusiasts...

Compared with the "surprise" that may occur after the gambler's psychology，"The desire to collect" is undoubtedly more lasting、To reach the soul even more。For hotels，The desire for collecting behind the blind box，This is the true spiritual link with consumers。

The most critical “IP creation”

Let’s explore further along the “desire for collection” of the blind box，Easy to find，Behind the desire for collection，Hidden deeper IP culture。As Wang Ning, the founder of Bubble Mart, has said many times，“The blind box gameplay itself is not the core competitiveness，IP is the key threshold”。

True，The reason why people collect something，No doubt based on the resonance with IP culture。Collect the toys in the Pop Mart blind box，Collect hotel room cards、Luggage tag，There are even “Apple fans” dedicated to collecting Apple products from every era，These are a sense of resonance attached to IP culture、High-end feel。

The hotel does blind box business，In the end, we still have to focus on IP creation。In addition to well-known big IPs that already have their own culture，Most hotels still have small and medium-sized IPs or even no IPs。From the blind box that captures the minds of young people，It’s not hard for us to find，IP creation requires the right time, place and people，But it is a protracted battle that requires investment of time and energy。

As understood，In Bubble Mart，An IP from its concept to the final product，It will take 10 to 12 months。The quality and design of Bubble Mart products，It is indeed difficult to achieve by peers。

Today’s hotel market，Often fall into impetuousness and following the trend，Having a brand concept，Eager to push the market to attract investment，Lack of careful polishing of brand culture，In the end there is often a disconnect between culture and product，Destroyed by everyone。From "Blind Box Economy"，Hotels will undoubtedly get some warning。

How the hotel became a huge "blind box"

How to play the online hotel blind box，Accompanied by "getting together"，Obviously losing its appeal to hotels and consumers。Blind box gameplay in hotels，Should be gradually moved offline - the hotel itself is a huge blind box，In this field，Everything is unknown，Everything is possible。

The brand’s “art agent”

The biggest feature of Bubble Mart products is “art”，Through artist agent，Bubble Mart has signed and incubated many global artists。For hotel brands，Present，The brand should be treated as an "artwork" rather than a "fast-moving consumer goods"，The hotel is the brand’s “art broker”。It is naturally important 188bet Online Sports Betting and Casino to create gimmicks with marketing methods，But before that，We also need a steady stream of fresh ideas，Ensure the quality of the “artwork” itself。

Ian Schrager, the father of boutique hotels, can be called the "art agent" of hotel brands，In a unique style，What he does most，A hotel that is “reinvented” and “rediscovered”。1984，The opening of a hotel named Morgans，Marks the birth of a new hotel model，Ian Schrager introduced " in the hotel industry;Nightclub Thinking"。In dance beauty、Comprehensive use of lighting and other elements、Comprehensive use of lighting and other elements，Morgans’ qualities shine through，And became a reference for many subsequent social hotels。

Afterwards，Ian Schrager continues to expand his hotel territory，It’s time for Morgans Hotel Group，He chose to use Renaissance tones and Bohemian elements，Build the hotel into an art-first boutique hotel，And he himself，Also once again dubbed the "Stylish Hotelier"。

Obviously，The final look of the hotel brand，Just like a blind box，It exists in the minds of hoteliers，The specific appearance of the final landing，Can it become a veritable "artwork"，It depends on whether the operator is competent enough as an "art agent"。

The "great wisdom is like a fool" in business

On the "Hotel Blind Box" online at the hotel，Reasons for not getting many benefits，We have analyzed it in the previous article，Excessive user attention has been consumed in the "Ticket Blind Box"，Follow the trend and make hotel blind boxes，What can be harvested，It’s just “leftovers”。

Obviously，On the road to commercialization of hotels，Can truly drive the industry forward，Opened the "Exclusive Blind Box"，Not those clever “followers”，But "a man as wise as a fool" who does not follow the crowd。

At a time when well-known domestic hotel groups are competing in first- and second-tier cities，Focused on the sinking market early。Although Ma Yingyao, founder and chairman of Shangmei Life Group, also said frankly，Choosing to sink into the market is a forced choice，Businesses will move slowly，No one else can see it。“In the past eight long years，No one follows us，No one knows who we are either。”

But it turns out，A seemingly “unsmart” choice，It paid off after a few years - first and second line saturation，The sinking market has been pushed to the forefront，Shangmei has been working here for ten years，Became a rival that cannot be underestimated on the way to the decline of giants。

Yado is the current “countercurrent”，When many hotels are sinking，Conway, Vice President of Marketing of Atour Hotels, said in 2019，We have no plans to enter this sinking market。Also if in the terminal field，We can accept franchisees who come over from the brand，But there are also strict requirements for product standardization，We will not lower our standards just because of this current trend。Those hotels that are holding on，You will get the "blind box" given by the times。

The "surprise maker" of space

People often say "life is like a box of chocolates，You never know what the next 188bet Online Sports Betting and Casino one will taste like” to explain the “sense of surprise” behind the blind box，However，Expressors often overlook it，The value of chocolate itself is also crucial。

For hotels，Bringing consumers “blind box” unknown surprises，Doesn’t mean，To apply the elements of blind box to the fullest，Become a complete "blind box hotel"，Instead, we should learn from the concept of “blind box economy”，Integrate it into details and services silently，On the basis of "satisfaction"，Realize surprise。

For guests，A glass of milk before bed、A destination map，It can be regarded as an unexpected "tiny surprise"。And those who are deeply connected to the destination，Presenting culture and scenery without reservation，A bigger surprise、A bigger surprise。

Anyway，Now talking about blind boxes，If the hotel still only stays in online blind box marketing，That is obviously too superficial。Hotel blind box，Never stop at "blind box"，In tracing its deep meaning，Discover more revealing possibilities！

*Source of this article:WeChat public"Space Detective" (MESPACE007),Author: Xi Yixin, original title: "Why is the hotel blind box being played to death? !》。