商旅两大增量区域：出海和下沉。
在企业差旅管理中，酒店集团的身份重心转变愈发明显。
过往多担任资源供给方的酒店，正在逐步打通酒店和企业差旅管理之间的数字化链路，以期实现酒店商旅业务的突破。
商旅成本对企业而言是刚性成本。当经济下行，企业对商旅成本的敏感度提升，优化商旅成本结构和管理效率刻不容缓。数字化转型网www.szhzxw.cn
企业已经不仅仅要求酒店提供实时订单信息，核对酒店系统内的有效库存和价格，准确确认预订信息，零误差地提高订单的确认率，还要求酒店能提供更轻松的财务结算流程及收益管理等内容。
这就倒逼酒店加速数字化底层建设，实现内外兼修。华住集团高级副总裁&盟广信息总裁鲍宪微在3月2日的旅讯Live上指出：“数字化解决了酒店预订价格、库存管控等问题，还能优化酒店获取客需及在管理经营的全流程。只有酒店建设好数字化生态，才能更好服务好商旅客。”
那么，酒店又该如何运用数字化重新打造酒店商旅服务的全流程呢？
一、酒店商旅是做“宽”，还是做“深”？
随着疫情防控放开后的首轮感染高峰期结束，商旅需求正在加速释放。
中信证券发布研报称，酒店行业2023年春节后首周入住率超出2019年同期两个百分点，价格上升更为显著，未来商旅需求释放仍在持续上升。
具体到酒店集团来看，鲍宪微指出：“2023年1-2月，华住国内商旅客占集团总客源已接近30%，创下新纪录。整体上来看，华住商旅在国内的业绩恢复到疫情前的95%以上，预计6月份能超越2019年同期。”
其中，不同档次的酒店表现不尽相同。从华住商旅提供的数据来看，经济型酒店需求量稳定，但RevPAR显著提升；中端及中高端酒店的出租率、RevPAR增速均较显著，部分商旅酒店的出租率已达到100%。
从地域来看，鲍宪微指出：“一二线等经济发达城市，商旅需求反弹明显。”
近三年来，商旅市场的用户结构、需求结构都在悄然变化。新一代与互联网共生的职场人，他们都在追求便捷、品质、高效的商旅预订方式。数字化转型网www.szhzxw.cn
对此，“线上化”是必不可少的。鲍宪微指出：2022年，华住在华住会APP上增设了商旅子频道的同时，也在微信公众号、小程序等多渠道实现了商旅“轻直连”功能，帮助商旅需求较少的中小企业在平台上实现线上化预订和管理。
据鲍宪微透露，截至目前，华住商旅全渠道线上预订占比从2019年的不及1%跃升至如今的13%。
值得一提的是，商旅业务对酒店集团而言并不是一门新生意，一直以来，酒店集团就通过与企业订立大客户协议来进行客房销售。相较于近年不少酒店集团在商旅服务上叠加租车、费控等服务，华住商旅则选择在酒店供应链上继续做深、做透。
在鲍宪微看来，To B业务的客户是细分化的，酒店商旅围绕大客户需求进行定制，通过需求的精准匹配也能帮助酒店集团打破第三方平台在酒店和消费者之间抽佣的固化模式。“华住商旅不会大肆扩张服务业态的广度，而是为合作伙伴提供酒店资源。目前华住商旅的合作伙伴有67家。”
二、酒店数字化与商旅数字化密不可分
2023年再谈行业复苏，均绕不开“出海”和“下沉”两个大方向。
据GBTA（全球商旅协会）预计，全球商旅支出在2022年回升至1.04万亿美元，2024年中国商旅支出总额将超过4000亿美元，反超疫情前水平。数字化转型网www.szhzxw.cn
而招商证券数据指出：2019年在线酒店有效新增用户 32%来自一二线城市，68%来自三线以 下城市，低线城市已经成为了在线酒店方面最为重要的增量市场。
相较于国内一二线城市商旅酒店市场的深红，“出海”和“下沉”均属于增量市场。
早在疫情前，华住就开始国际化扩张。2019年，华住完成了对德意志酒店的收购，并在同年10月于新加坡开出了海外第一家直营酒店。
而在下沉市场，华住在2022年对内实施组织架构优化，从品牌直营的模式转变为区域直营模式，华住商旅在一二线城市的直管团队也加速向下，探索下沉市场企业的商旅差标情况和服务需求。
但无论是“出海”，还是“下沉”，酒店集团只有把PMS、CRS等的底层端口打通，才能更好地将企业需求与酒店服务进行连接，完成商旅服务。据鲍宪微透露，华住已实现全球酒店的PMS和CRS端口打通，而在3月华住商旅将打通华住全球酒店的协议价。
鲍宪微表示，华住稳定的管理和服务体系是保障华住商旅服务好企业的关键一环，而服务和管理体系稳定的前提在于酒店全链路数字化。
据悉，华住的酒店数字化不仅体现在用户的客需洞察及酒店的经营管理上，还体现在供应链的数字化搭建上。
从整体酒店供应链市场的数字化程度来看，鲍宪微发现过往供应链市场的标准化相对较低，有能力加盟酒店的投资人往往是中产阶级，他们对于酒店从装修、设计等酒店建设环节，到后期布草等经营过程中的合作方有着自己的判断和选择。数字化转型网www.szhzxw.cn
但商旅客往往更需要标准化且有品质的酒店产品服务，而2015年华住推出的华住易购线上平台助力加盟商从装修、设计到品牌的一体化产品保障，也实现了将酒店供应链线上化。
三、Web3.0对商旅的价值大于ChatGPT
每一个时代的更替背后是技术变革，这也导致每一个可能改变行业的技术概念被推出后就有众多的拥簇者。从元宇宙、Web3.0，再到如今ChatGPT，商旅市场不乏捕“风”人。
但毫无疑问，最为关键的是新技术如何能垂直服务到商旅客身上。
如今大热的ChatGPT，是一个由浮点数参数表示的深度神经网络大模型，属于深度学习的框架，简单来说是通过AI自主学习实现高效的信息处理及服务。
事实上，类似的AI技术在酒店市场早已有所运用，如智能总机和智能客服，其背后运用的技术都属于机器算法模拟人在语音逻辑上的对话，而若接入深度学习框架，未来其能力也能逐渐趋近于“人”，最终实现服务品质的提升。
鲍宪微也指出，2021年华住成立“超脑”团队，通过AI的算法，将客需和间夜价格、库存实现一体化管理。
不过相比ChatGPT，鲍宪微表示Web3.0对酒店的价值或许会更大。百度百科显示，Web3.0是指信息可以直接和其他网站相关信息进行交互，能通过第三方信息平台同时对多家平台的信息进行整合使用；用户在互联网上拥有自己的数据，并能在不同网站上使用。
他进一步解释到：Web3.0能解决酒店商旅的金融支付、流量、供应链、人才管理四大问题。“Web3.0是新产业互联模式，能对酒店的产业链和内部的价值链进行重塑和改造，把供应商、客户、股东对酒店经营管理的价值最大化，解决上述难题。”数字化转型网www.szhzxw.cn
而今，在新技术催化市场变革之外，一些互联网型或技术型的新玩家也接连下场，如滴滴、飞书、钉钉等。
这背后是与商旅硕大的蛋糕对应的行业高度的分散。鲍宪微表示，商旅行业需求分化的属性不会改变，商旅用户的需求也越发呈现个性化和区域化，数字化系统的建设更是永无止境，这导致商旅市场难以跑出垄断巨头，“华住商旅希望能实现更标准的匹配方案，通过差异化的服务提供更多增量价值。”
新技术的应用也同时体现在盟广科技打造技术创新和酒店产业数字化的追求与实践。鲍宪微表示，盟广科技也为近万家酒店客户提供酒店线上化、数字化的赋能，盟广科技在服务包括商旅、酒店客户的过程中，也不断创新包括供应链在内的数字化解决方案，受到酒店客户的青睐。
翻译：
Two increment areas of business travel: going to sea and sinking.
In corporate travel management, the shift in the identity of the hotel group is increasingly obvious.
In the past, hotels, which mostly serve as resource providers, are gradually opening up the digital link between hotels and corporate travel management, in order to achieve a breakthrough in hotel business travel business.
Business travel cost is a rigid cost for enterprises. When the economy goes down, enterprises become more sensitive to the cost of business travel, so it is urgent to optimize the cost structure and management efficiency of business travel.
Companies have not only required hotels to provide real-time order information, check the effective inventory and prices in the hotel system, accurate confirmation of booking information, zero error to improve the order confirmation rate, but also require hotels to provide easier financial settlement process and revenue management content.数字化转型网www.szhzxw.cn
This forces the hotel to accelerate the construction of digital bottom, to achieve both internal and external repair. Bao Xianwei, senior vice president of Huazhu Group & President of Mengguang Information, pointed out on Travel News Live on March 2, “Digitization solves the problems of hotel booking price and inventory control, and also optimizes the whole process of hotel acquisition and management and operation. Only by building a good digital ecology can hotels better serve business travelers.”
So, how should the hotel use digital to rebuild the whole process of hotel business travel service?
The hotel business travel is to do “wide”, or do “deep”?
Demand for business travel is accelerating as the peak of the first wave of infections since the start of the pandemic is over.
Citic Securities released a research report that the occupancy rate of the hotel industry in the first week after the Spring Festival in 2023 was two percentage points higher than the same period in 2019, the price increase was more significant, and the release of future business travel demand is still continuing to rise.
Specifically for the hotel group, Bao Xianwei pointed out: “From January to February in 2023, domestic business tourists accounted for nearly 30% of the group’s total customer source, setting a new record. Overall, China’s domestic business performance has recovered to more than 95 percent of the pre-pandemic level, and is expected to surpass the same period in 2019 in June.”
Among them, different grades of hotel performance is not the same. According to the data provided by China Hotel and Business Travel, the demand for budget hotels is stable, but the RevPAR increases significantly; The rental rate and RevPAR growth of middle and high-end hotels are significant, and the rental rate of some business hotels has reached 100%.
From the perspective of region, Bao Xianwei pointed out: “The first and second tier and other economically developed cities, business travel demand rebound obviously.”数字化转型网www.szhzxw.cn
In the past three years, the user structure and demand structure of the business travel market have been quietly changing. The new generation of working people living with the Internet are pursuing convenient, high-quality and efficient business travel booking methods.
For this, “going online” is essential. Bao Xianwei pointed out that in 2022, while adding a business travel sub-channel on the APP of Huazhuhui, it also realizes the “light direct connection” function of business travel through multiple channels such as wechat official account and mini program, helping small and medium-sized enterprises with less business travel demand to realize online booking and management on the platform.
According to Bao Xianwei, omni-channel online bookings for China’s residential and business travel have jumped from less than 1% in 2019 to 13% today.
It is worth mentioning that the business travel business is not a new business for the hotel group. The hotel group has long been selling rooms through key account agreements with enterprises. Compared with many hotel groups in recent years, which superimpose car rental, fee control and other services on business travel services, China Hotel Business Travel chooses to continue to deepen the hotel supply chain.数字化转型网www.szhzxw.cn
In Bao Xianwei’s opinion, the customers of To B business are segmented, and the hotel business travel is customized around the needs of big customers. The precise matching of demands can also help the hotel group break the rigid mode of the commission between the hotel and the consumer by the third party platform. “We will not expand the breadth of our service formats, but provide hotel resources for our partners. At present, there are 67 partners of China Residence, Business and Travel.”
Hotel digitization and business travel digitization are inseparable
When we talk about industry recovery in 2023, we cannot avoid the two general directions of “going to sea” and “sinking”.
According to the GBTA (Global Business Travel Association), global business travel spending is expected to rebound to $1.04 trillion in 2022. And China’s total business travel spending will exceed $400 billion in 2024, surpassing the pre-pandemic level.
According to China Merchants Securities, 32% of new online hotel users in 2019 came from first – and second-tier cities, and 68% came from lower-tier cities. Lower-tier cities have become the most important incremental market for online hotels.
Compared with the Shenzhen Hotel market in the first and second tier cities in China, “Haihai” and “Sinking” both belong to the incremental market.
Even before the epidemic, China began to expand internationally. In 2019, Huazhu completed the acquisition of Deutsche Hotels and opened its first directly operated hotel overseas in Singapore in October of the same year.数字化转型网www.szhzxw.cn
In the sinking market, Huazhu will implement internal organizational structure optimization in 2022, transforming from brand direct operation mode to regional direct operation mode. Huazhu’s direct management team in the first and second tier cities will also speed down, exploring the business travel standard and service demand of enterprises in the sinking market.
However, no matter it is “going out to sea” or “sinking”, only by opening up the bottom ports of PMS and CRS, can hotel groups better connect enterprise needs with hotel services and complete business travel services. According to Bao Xianwei, Huazhu has realized the connection between PMS and CRS ports of global hotels. And in March, Huazhu Business Travel will open the negotiated rates of Huazhu global hotels.
Bao Xianwei said that the stable management and service system of Huazhu is a key link to guarantee the good service of Huazhu business and travel enterprises. And the premise of the stable service and management system is the digitization of the whole link of the hotel.
It is reported that the digitization of Huazhu hotel is not only reflected in the user’s customer needs insight and hotel management. But also reflected in the digital construction of the supply chain.
In terms of the digitalization degree of the overall hotel supply chain market, Bao Xianwei found that the standardization of the supply chain market was relatively low in the past
In terms of the digitalization degree of the overall hotel supply chain market, Bao Xianwei found that the standardization of the supply chain market was relatively low in the past. And the investors who had the ability to join the hotel were often middle class. They had their own judgment and choice of the partners in the hotel’s business process, from the hotel construction link. Such as decoration and design to the later stage of linen.
However, business travelers often need more standardized and high-quality hotel products and services. And in 2015, Huazhu launched the online platform to help franchisees from decoration, design to brand integrated product assurance, but also to realize the hotel supply chain online.
Web3.0 is more valuable to business travel than ChatGPT
Behind every generational change is technological change. Which has resulted in a huge number of fans for every potentially industry-changing technology concept that has been introduced. From metacomes, Web3.0, and now ChatGPT, there is no shortage of charmers in the business travel market.
But of course, the most important thing is how the new technology can serve business travelers vertically.
The popular ChatGPT is a large deep neural network model represented by floating point parameters. It belongs to the framework of deep learning. To put it simply, it realizes efficient information processing and service through AI autonomous learning.
In fact, similar AI technologies have already been used in the hotel market. Such as intelligent switchboard and intelligent customer service. The technologies behind them all belong to the machine algorithm simulation of human dialogue in voice logic. If it is connected to the deep learning framework, its capability can gradually approach to “human” in the future. And finally achieve the improvement of service quality.
Bao Xianwei also pointed out that in 2021, Huazhu set up a “super brain” team to realize integrated management of customer demand, overnight price and inventory through AI algorithm.
But Bao says Web3.0 May be more valuable to hotels than ChatGPT.
Baidu Baike shows that Web3.0 means that information can directly interact with related information of other websites. And can integrate information of multiple platforms through third-party information platforms at the same time. Users own their data on the Internet and can use it on different sites.
He further explained that Web3.0 can solve the four major problems of financial payment, traffic, supply chain and talent management of hotel business travel. “Web3.0 is a new industrial interconnection mode, which can reshape and transform the industrial chain and internal value chain of hotels, maximize the value of suppliers, customers and shareholders to hotel management, and solve the above problems.”
Now, in addition to the market changes catalyzed by new technologies. Some new Internet or technology players have also ended up in succession, such as Didi, Feishu, Dingding, etc.
Behind this is a highly fragmented industry that corresponds to the huge pie of business travel. Bao Xianwei said that the attributes of demand differentiation in the business travel industry will not change. The needs of business travel users are increasingly personalized and regionalized. And the construction of digital systems is endless. Which leads to the business travel market is difficult to run out of the monopoly giant. “China Residential Business Travel hopes to achieve a more standard matching plan, through differentiated services to provide more incremental value.”数字化转型网www.szhzxw.cn
The application of new technology is also reflected in the pursuit and practice of Mengguang Technology to create technological innovation and hotel industry digitalization. Bao Xianwei said that Mengguang Technology also provides online and digital capabilities for nearly ten thousand hotel customers. The services of Mengguang Technology include business travel.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：商旅会奖研习社，作者：黄书阳；编辑/翻译：数字化转型网宁檬树。
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