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济南酒店市场表现概览 Jinan Hotel Market Recap
6月16日，STR Global济南酒店市场数据发布会于bet356官网娱乐平台_bet356导航_bet356是什么政协大厦维景大酒店成功举行，本次会议面向酒店总经理、销售总监以及收益总监，探讨了收益管理相关议题。STR Global在会上与嘉宾共同探讨了济南酒店市场的发展趋势，并进一步分享了2015年济南酒店市场的最新业绩表现。
STR Global’s recent seminar in Jinan was held at the Grand Metropark Hotel Shandong on the 16th June. The event discussed the topic of Revenue Management and was an open meeting to General Managers, Directors of Sales and Marketing and Revenue Directors. At the seminar, STR Global presented historical performance data of the Jinan market and focused on the latest data performance for 2015
Up until April 2015, the performance of the Jinan hotel market has been moderate. Occupancy levels in Jinan declined -2.7%, and rates fell by -1.2%, resulting in a -9.4% decrease in revenue per available room (RevPAR). The performance in 2014 was positive as Jinan reported a growth of +8.1% in RevPAR, predominantly driven by a +13.9% increase in occupancy as a result of a fall in average daily rates (ADR) by -5.1%.
Jinan saw a quick recovery from China's market decline in 2014. The growth in RevPAR was a result of an increasing occupancy rate. However, when Jinan’s RevPAR reached aplateau in early 2015, two main questions arose. What might spur further demand growth and what direction is likely for the future of the Jinan market?
For the past three years there have been little fluctuations around seasonal patterns in terms of occupancy and RevPAR performance. An overall outlook suggests that winter in the northern city typically sees a slightly lower occupancy than the rest of the year. Despite this, occupancy maintained a level of 70.0% throughout Q1 2015.
For the past three years, the ADR index has reported a year over year (YoY) decline during the Chinese Spring Festival. At present, the overall demand growth and market development remains minimal. Hotels have sought to improve occupancy rates by reducing ADR, however have fallen short of these goals. Overall demand levels have reported a decline during the Chinese New Year for the past 3 years. However by reducing rates, the market saw a decline in RevPAR as this was unable to stimulate additional demand; a key factor leading to the decline of Jinan's performance during the first four months of 2015.
Jinan day of the week data for 2013 and 2014 reported a decline in ADR, with occupancy increasing over the weekend and contributing to a growth in RevPAR performance. During the weekdays, ADR saw a decline, whilst occupancy remained at a constant level. From Wednesday to Friday demand follows an increasing trend for both years 2013 and 2014.
Overall, the year-to-date hotel market performance for Jinan has remained flat so far. Moreover, a lowering in rates has not achieved the growth in occupancy expected; which has resulted in a loss of potential revenue.
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本报告内容基于 STR Global Ltd.的数据信息，不带有任何关于策略或市场倾向性言论和意图。
This report is based on information compiled by STR Global Ltd. No strategic or marketing recommendations or advice are intended or implied.
网络培训一经推出受到了业内广泛的欢迎，在此我们恳切地告知大家，7月9日标杆数据对标培训和7月23日在线平台培训的席位均已预订完毕，请致信 Apinfo@strglobal.com 以预订8月份的网络培训。
STR Global Update
In order to better promote revenue management and benchmarking concepts among existing and potential clients in China, STR Global have launched online training starting from June.
The webinar platform has been upgraded since the initial launch and the registration for sessions on the 9th July (benchmarking training) and 23th July (online report generator training) are now closed. Please drop us an email at Apinfo@strglobal.com to register online training for August.
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