济南酒店市场表现概览 Jinan Hotel Market Recap

STRGlobal2019-10-08 15:59:53


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济南酒店市场表现概览 Jinan Hotel Market Recap

616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


纵观济南酒店市场2015年截至4月的运营数据,各项指标表现并不尽如人意。入住率较去年同期下降-2.7%,平均房价下降-1.2%,每间可售房收入在两大指标的带动下,降幅达-3.8%。而从2014年全年的数据来看,入住率同比增幅13.9%,平均房价下降-5.1%,每间可售房收入提升8.1%。

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%.


历史趋势回顾

如果说2014年中国酒店业整体经历了一个寒冬,那么从图中可以看到济南市场业绩恢复得很快,尤其在2014年下半年,入住率带动每间可售房收入实现了增长。在2015年年初,业绩表现有一个停顿,那么接下来济南酒店市场将何去何从?市场需求是否有新的增长点?这些问题都是值得我们进一步思考。

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?

季节性变化周期

从济南市场季节性周期变化来看,在入住率方面,济南市场在近三年并未表现出明显的淡旺季。并且,通常来说,北方城市的冬季是典型淡季,但济南的入住率只在春节期间有一个明显的下降,时间非常短。其他月份的入住率整体基本上维持在70%左右。

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.



从平均房价的变化来看,值得关注的是春节期间,过去三年的平均房价指标逐年下降。但可以看出市场整体需求稍显乏力,酒店行业以期通过降低房价促进入住率的提高,但效果并不理想。由此可见,春节期间市场需求本身有限,盲目降价只会流失潜在收益,这也成为了济南市场前四个月酒店业绩同比下降的原因之一。

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.


星期周期分析

我们进一步关注了济南酒店市场一周七天的业绩表现,在平均房价总体下降的情况下,周末能够维持房价基本不变,同时入住率仍然增加,每间可售房收益在此带动下而提升;但周一至周五,房价的总体下调并没有有效的带动入住率的提升,反而在市场需求本身有所上升的周三到周五,可能失去了增加每间可售房收入的机会。

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.


总体而言,济南市场2015年业绩表现平平。但我们仍能从中探知,平均房价的下降并不能有效刺激市场需求的增长以及入住率的增加,因而造成的酒店收入损失更无法在短期内弥补,希望这一发现能够带给业绩同仁更多启发。

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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