今夜酒店特价 HotelTonightSpecials.pdfVIP

晚订更便宜, 剩房半价起 邓天卓 Gene A BizSpark Member Company 问题Problem 国内85%的星级酒店为单体酒店,这一 数字在美国为22% 85% Star Rated Hotels in China are 出租率 Independent (22% in US) Occupancy Rate 单体酒店缺乏有效的营销渠道 5 Star 60.61% they are lacking in sales channels 4 Star 55.74% 酒店业主的主要收益将从地产增值转 3 Star 49.61% 向精细化运营, 比如实施收益管理 After the high growth, the hotel owners can’t 2 Star 55.78% benefit from real estate market but the operation of the hotel, such as revenue 1 Star 51.22% management. OverAll 55.58% 出租率过低是首要问题 Low Occupancy Rate is the primary issue 机会Opportunity • 用户在移动设备上的行为与桌面差 So: 别很大 80% 的手机订单为预订当天酒店 Mobile behavior is different with how they act 80% mobile orders on hotel are for same day on desktop  更多的冲动消费 80%手机订单只预订一晚 Users like to make buying decision that not 80% mobile orders are for one night only well planned  局限的小屏幕和多变的消费场景不 大部分用户直到最后一分钟才会去预订 适合做复杂的购买决策 酒店 Most users dont plan for their trip until last Small screen limited the way of making minute decision  对及时性的要求高于其他因素 这是没有任何营销驱动下的用户行为 When users want it, they want it now Last minute is the nature behavior of mobile