China Hotel Association: 2022 Accommodation Industry Market Online Reputation Report

The COVID-19 pandemic has lasted for nearly three years. Under the impact of the pandemic, the wine and travel industry has had to constantly choose and weigh between epidemic prevention and opening up. The pandemic has forced the industry to reshuffle and upgrade, and the surviving hotels have shown greater adaptability and resilience. At the same time, it has catalyzed the transformation of consumers' travel methods and consumption habits: local tours, surrounding tours, self-driving tours and other tourism methods have developed in depth; short videos, live broadcast audiences and online time have created new breakthroughs; e-sports, script killing, and new national style have reappeared in the trend; Generation Z and small town youth have shown new consumption power. In order to meet the new consumption trend, some hotels have actively expanded the sinking market, carried out cross-border industry cooperation of hotel + X, and switched to short videos. Various marketing methods have sprung up like mushrooms after rain, and explosive marketing information has continuously "planted grass" for consumers, but what about the actual experience feedback? Criticisms of the "beautiful scenery" behind the filter continue to emerge on Xiaohongshu. Trendy things should be followed, but the service industry should return to its essence. It is the kingly way to do a good job of product and service based on user needs.

The OTA platform created by the Internet not only provides consumers with a portal for hotel booking, but also provides consumers with a channel for "complaining". Online reviews are an extension and supplement to the hotel's promotional content, which can help operators better study the psychological demands of consumers after the epidemic, and then optimize the hotel's products and services.

In 2022, the China Hotel Association and Beijing Zhonghui Information Technology Co., Ltd. jointly released the "China Accommodation Industry Market Online Reputation Report" for the 9th time. Starting from the content of reviews, the report analyzes the changes in consumers' comprehensive praise rate for hotels in recent years, changes in their focus on hotel hardware and software services, etc., thereby helping hotel practitioners, managers and consumers to objectively understand the current situation and development of the hotel, and have a deep insight into changes in consumer demand.

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