Create a self-service boutique hotel planning book

The first part of the preface

A boutique hotel is a hotel that differentiates itself from traditional high-star hotels by offering a unique and personalized level of living and service. It emphasizes “small and exquisite” in the setting and environment of the hotel. The so-called small means that the number of rooms is small; the exquisiteness means that the interior decoration is extremely luxurious or distinctive. In terms of service, he uses a butler service, and the ratio of service personnel to guest rooms is 3 to 1 or 4 to 1. After these conditions are met, the key to the survival of a boutique hotel lies in its customer base, which is simply a few high-end guests who are “rich and free”.

Because the cost of investing in such a hotel is quite high, and if there is no high average room rate and room occupancy rate guarantee, boutique hotels are difficult to maintain, so the existing investors in similar hotels in the world must be well funded. Companies or individuals with a higher social background, such as the Bulgari Hotel, are the result of a partnership between the well-known luxury brand Bulgari and the top hotel Ritz Carlton.

Then, when we don't have the above conditions, and we don't want our hotel to be the oldest way to go to a star-rated hotel, or to become a popular budget hotel, is there any other type of hotel that can invest?

The answer is yes, after combining the advantages and features of boutique hotels and budget hotels, we grandly launched the concept of “small jewelry joining”, the word is a combination of three English words, “diy” is “do-it-pain” And happy! The revolution does not delay sleep!" Abbreviation, on behalf of do-it-yourself, join the service; "bou" is the prefix of "boutique", representing the boutique; "tel" is the suffix of "hotel", representing the hotel, the words are combined "Self-service boutique hotel" means.

The second part of the self-service boutique hotel's target market

As I said before, boutique hotels are chasing those who are rich and idle. They are very few people at the top of the pyramid. They have different product orientations, like to enjoy the feelings of successful people before they are, and pursue individuality. Compared with the beauty products, the target market of self-service boutique hotels can be simply described as “who wants to have money and leisure”. In the long run, they are eager to have money and look down on the values ​​of nouveau riche. I like to enjoy a style of life, which is a potential source of boutique hotels, but from the current situation, they have not been able to pay a large amount of money in exchange for high-standard services, still in the stage of the original accumulation of personal capital, but if the cost is not very Gao, they are also happy to try out products and services with a number of noble styles, reflecting the life of their girls jewelry franchise stores. If it is based on the current developed regions in China, this group should at least include: white-collar workers from foreign companies and some middle- and high-level managers, new industry practitioners such as it, advertising, consulting, media, foreign trade company marketing personnel, and beauty products with higher education background. Join entrepreneurs and freelancers as well as people with foreign life and work experience. They are all highly educated, more accepting beauty culture, eager to succeed, a little career, high income, independent personality, strong sense of self-protection, like to do their own services, beauty products to join a higher life enjoyment.

The third part of the self-service boutique hotel features

In order to visually explain the difference between self-service boutique hotels and traditional star hotels, budget hotels and boutique hotels, we have compared them in the areas of hotel design and service, as shown in the following table.

Hotel type comparison project Traditional star hotel budget hotel boutique hotel self-service boutique hotel hotel site no special requirements crowds in the historical districts, scenic spots and other golden areas in the downtown area quietly the hotel size is generally larger Smaller and smaller architectural styles Traditional luxury and simplicity, colorful and personalized, luxurious and personalized, modern interior style, traditional simple and practical design, unique design, unique hardware selection, luxury, ordinary luxury, unique quality, unique high technology content, generally higher The number of higher rooms is uncertain, and many can be more than 200, less than 100, less than 100, less than 100, complete facilities, few fewer, fewer services, complete, less personalized, less service, complex, simple, personalized, self-service, simple service personnel Very many, very few, less, less expensive, cheaper, more expensive, more expensive, more mature, moderate, mediocre, introverted, self-contained, self

According to the above table, the self-service boutique hotel combines some characteristics of budget hotels and boutique hotels, which are similar in style to the latter, and have obvious differences with traditional star hotels.

The fourth part of the self-service boutique hotel simulation example

In order to easily reflect the outline of the self-service boutique hotel, we will virtualize a hotel in Hangzhou as a background for illustration.

The hotel evaluation column describes the hotel address Kaiyuan Road, Ding'an Road, Zhongshan Road, Zhongshan South Road, Baodi Road, Shuguang Road, Yusi Road, etc. The name of the hotel considers the future chain. “diyboutel” should be the trademark for beauty products. Like the "softitel" and "novotel" of Accor Group, the first hotel can be called "Hangzhou × × Debao Hotel", and Debao is the transliteration of "diyboutel".
Building 28.com joins the network independent building, similar to the style of Hangzhou Hubin European Street, stone appearance, height no more than 6 layers or choose to lease some floors of high-rise buildings, forming a pattern similar to Shanghai Jinmao Grand Hyatt Hotel, Marriott Tomorrow Plaza Hotel. The name of the store should be in the name of Alec, arranged in white on the wall, including Chinese and English, and the spotlights should be used to illuminate the wall to avoid the use of neon lights.
Hotel color ivory yellow, light coffee, black, red, camel, gray lobby layout seating service, small and exquisite, solid color background, ample elevator.
Number of rooms
80-100 room type semi-enclosed suites with an area of ​​more than 35 square meters.
There are a network cable interface in the bathroom, desk and bedside. There is only a shower room, LCD TV, single reading sofa, floor reading lamp, product to join mini stereo, fashion magazine, air snack or candy but no offer. Selling items, no ice bins but ice buckets, safes for laptops, electric kettles and free sub-packages of coffee and tea, concealed split air conditioner, umbrella, enhanced sound insulation, monochrome curtainless , carpet, cotton fabric with colored patterns on the bed.
Room self-service floor set 1-2 24-hour self-service area, laundry dryer, microwave oven, electric kettle, ice machine, vending machine, all kinds of disposable tableware, all kinds of electrical appliances have large graphics and pictures on the wall The service area monitors the fire protection equipment and has a “Help Service” button.
Small meeting room
Within 30 people, support wired and wireless Internet access, and complete projection audio facilities.
The rooms are stylishly designed with "Do Not Disturb", self-service laundry baskets and basket tips, wall-mounted small speakers on both sides of the bed, custom-made umbrellas, and patterned cotton fabrics.
The room charges are not signed, only the discount is given according to the amount of consumption. The initial store price is 388 yuan per month, the online price is 358, including the morning, the weekend is 10%, and the holiday is 50%. The customer who stays at the retail price is pressed. The same name room can enjoy a 5% discount for spending over 3000, a 10% discount for over 6000, and so on, up to a 50% discount.
The name of the multi-purpose coffee shop is “Red Pavilion”, which is set as a mixture of new lounges and cafes and bars. The English word is “cellar de rouge”. The “rouge” is French red meaning, located on the first and second floors of the hotel. The decoration is similar to the Hangzhou Greenery Cafe, highlighting the red main color, and adopting the cooperation with other well-known chain stores to provide buffet breakfast, dinner, business packages, buffet afternoon tea, bar service, various cigars, and a small stage suitable for jazz. Small band live performance, around 300 seats, business hours 6:30am - 1:00am, appropriate delay on weekends, smoking area non-smoking area.
The restaurant is stylishly decorated with solid color and non-patterned tableware, streamlined long bar, mock cellar, international wine restaurant charges for buffet breakfast for 40 yuan per person, 30 yuan for in-house guests, Sunday buffet brunch is delayed until 1pm, and the fee is 60 yuan. One, the resident guest 50 yuan, the buffet dinner charges 130 yuan two, 78 yuan one; the hotel guests 120 yuan two, 68 yuan one, Saturday buffet dinner 10%, business package 38 yuan - 88 yuan ranging, low-cost promotion of wines of various countries, the price of 50 yuan below the price of up 60%, the price of 50-100 yuan price up 40%, the purchase price of 100 yuan or more up 20%.
The convenience store has two entrances and exits, which are connected to the lobby and the street. After 23:00, the street exit is closed and the chain is franchised. However, some self-purchased items are named and sold. The name of the store is “Emma Shop” and the English name is “ Ai-mart 24hour store", style similar to Shanghai's urban supermarket convenience store fashion highlights
More than 50% are imported goods, there are ice cream cone machine, fruit, more beer, beverages, because the hotel has a restaurant, many foods can not be sold during the warranty period, can be provided to the restaurant, providing part of the hotel style Household items.
In the front hall self-service area, there are fax machines, copiers, printers, shredders, computers, packaging materials and other items.
Front Hall Fashion Highlights Each room offers 5 a4 papers with the hotel logo. The rest of the paper can be purchased at convenience stores, such as Shanghai IKEA.
The business philosophy provides first-class hardware, and replaces human resources services with self-service as much as possible. It only provides three basic services for passenger accommodation, catering and daily necessities, strengthens their fashion color, dilutes traditional hotel features, and leaves them in the minds of customers. The special, favorite and deep impressions form a high-growth target market with typical repeat customers, taking the road of professional hotels. At the same time, by reducing service personnel to reduce operating costs and obtain higher profits, a chain-operated hotel of a certain scale will be formed in the future. Focusing on Shanghai and the local market, I chose newspapers such as "Shanghai Week", "Shenjiang Service News", "Letter" and "Life Weekly" as advertising carriers. After opening for 8 weeks, the content is also image and brand promotion. Highlight the highlights of the hotel. In addition to the cost of room, catering and convenience stores, the fees charged by other traditional hotels are basically abolished, even if the damages are collected at the cost price, the purpose is to maintain low contact with customers, let you understand that the hotel does not want to make money, try to reduce dispute.
The multi-functional coffee shop and personal convenience are the first considerations for social management, which must be higher in profitability, and secondly as the hotel's supporting facilities.
The organizational structure is fully implemented with reference to budget hotels.