Demand Investigation of Budget Hotel in China, 2007

Research In China, July 2007, Pages: 52

46.1% of consumers hold moderate attitude towards budget hotel. And 44.6% of consumers are basically satisfied. The remaining 7.3% are dissatisfied.

Consumers with business tasks usually choose the lodging price of RMB150 to RMB224, sharing about 40%. Consumers in Beijing and Shanghai choosing lodging priced at RMB200 to RMB224 have a higher proportion compared to other regions.

The lodging price preferred by consumers on private affairs ranges from RMB100 to RMB224, slightly lower than the lodging price of pubic-affair consumers from RMB150 to RMB174. Consumers in Shenzhen and Chengdu cities who like to choose RMB100-124 lodging have a higher proportion than other cities. Consumers in Shanghai choosing RMB150-174 have a higher proportion than other cities, and consumers in Beijing with choices for RMB200-224 have a higher proportion than other cities.

Public-affair travelers have a strong demand for free broadband accession and printing, copying and fax services as well as commerce meeting rooms. In comparison, private guests have a strong demand for the sending of meals and laundry services, etc.

Both Home inns and Jinjiang Inn are leading listed budget hotel brands of similar guest room scale and branch hotels. But the first mention rate of Home inns stands at 39.4% while that of Jinjiang Inn is only 12.2%. Top Star Hotel enjoys a higher first-mention rate than Motel168. The brand pattern of budget hotels has taken its initial shape but has not fixed its final form.

1. Recognition and Appraisal of Budget Hotel
1.1 Recognition of Budget Hotel
1.1.1 Lodging Experience
1.1.2 Travel Experience
1.1.3 Urban Difference
1.1.4 Population Background
1.2 Satisfaction Rate of Budget Hotel

2. Demand Standards of Budget Hotel
2.1Understanding and Awareness of Budget Hotel
2.2 Ideal Budget Hotel
2.2.1 The Demand for Economical Use
2.2.2 The Demand for Convenience
2.2.3 The Demand for Joy
2.2.4 The Demand for Cultural Display
2.2.5 Required Facilities of Budget Hotel
2.3 Living Status of Consumers

3. Consumption Behavior of Budget Hotel
3.1Characteristics of Traveling
3.2 Analysis of Lodging Demand
3.3 Analysis of Consumption Pattern

4. Maturity of Major Brands and Brand Advantages
4.1Competition in Budget Hotel Market
4.2 Brand Analysis
4.2.1First Mention Rate
4.2.2 Recall Rate
4.2.3 Recognition
4.2.4 Comprehensive Known Rate

Heard of Budget Hotel or not
Cognition Rate of Different Kinds of Hotel Clients for Budget Hotel
Cognition Rate of Groups with Different Travel Times for Budget Hotel
Cognition Rate of Groups with Different Travel Purposes for Budget Hotel
Cognition Rate of Different Urban Groups for Budget Hotel
Satisfaction Degrees of Consumers towards Budget Hotel
Satisfaction Degrees for Budget Hotels in Different Cities
Satisfying and Dissatisfying Points of Budget Hotel at Present
Consumers’ Understanding of Budget Hotel
The Required Features by Consumers for Ideal Budget Hotel
The Demand of Consumers for Economical Use
The Understanding of Different Consumers on Economic Use
Lodging Standards for Public Affairs
Lodging Standards for Private Affairs
The Demand of Consumers for Convenience
The Demand of Different Consumer Groups for Convenience
What aspects can lead to animated memory?
The Interest of Consumers in Cultural Ideas
Cultural Subjects that Interest Consumers
Facilities Required by Budget Hotel
Description of Living Status
The Outing Travel in Past Year
The outing Times of Travelers in past year
Days of outing
Days of Outing for Different Groups
Changes in Lodging Expenditure
Changes in Lodging Expenditure in Different Cities
Hotel Rooms for Public-Affair Travelers
Hotel Rooms for Different Urban Groups who go on business
Lodging Room for Travel with Private Affairs
Lodging Rooms for Different Urban Groups Outing with Private Affairs
Information Channels for Understanding Hotels
Ways for Hotel Reservation
Decision-making Pattern
Decision-making Patterns of Different Urban Groups
First Mention Rate of Budget Hotel
How many Budget Hotels can You Think of?
Have you heard of the Following Hotels?
Brand Known Pattern of Famous Budget Hotels
Appraisals of Different Hotel Clients
The Ages of Interviewees
The Gender of Interviewees
Educational Background of Interviewees
Family Structure of Interviewees
Occupations of Interviewees
Ownership of enterprises for which Interviewees work
The Industries in which Interviewees are Involved
Cognition Rate of People for Budget Hotel Concept by Sex
Cognition Rate of People for Budget Hotel Concept by Educational Background
Cognition Rate of People for Budget Hotel Concept by Age
Consumers’ Understanding of Hotel
Public Affairs Lodging Standards in Different Cities
Private Affairs Lodging Standards in Different Cities
Animated Memory Interest Points of Different Guests
Matching Facilities Required by Different Guests to be Equipped in Budget Hotel

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