Research On The Accommodation Preference Of Frequent Travellers And Hotel Marketing Strategy In China

With the accelerated development of China's economy and gradually increasing consumption levels,the hotel industry is also growing rapidly in China.This leads to increasing competition within the industry.Frequent patrons are the most valuable resource as they are the main source of long-term profits for hotels.Attracting and retaining regular patrons is not only the key to the hotel's profitability,it is also the deciding factor to gain market share over time.Therefore,to ensure a stable source of guests and profit growth,the factors that affect hotel guests' preference must be determined in order to gain competitive advantage in the market.This study is based on frequent patrons in the hotel industry,and investigate the specific factors affecting their choices of hotels,as well as to propose effective strategies to attract and retain hotel guests in mainland China.At the same time,it provides some references for the future development of major hotel groups,and also provides some basis for the improvement of their hotel loyalty programs.Based on the author's personal experience,small-scale interviews,and literature review,five dimensions of thoughts were formed.On this basis,a questionnaire was designed and distributed through WeChat.A total of 105 questionnaires were collected and analyzed using SPSS 20.0 software.Through exploratory factor analysis,the dimensions were established as "service and feedback","facilities and design","child-friendliness","menu variety" and "location",and further categorized into business and leisure travel.Subsequently,a cross-analysis was performed based on the demographic variables in the survey participants and these five dimensions,and a better understanding of different hotel patron groups was formed.In addition,this study also analyses the needs of the VIPs of the five largest international hotel groups(Marriott Hotel Group,Hilton Hotel Group,Shangri-La Hotel Group,InterContinental Hotel Group,and Hyatt Hotel Group).Based on these data,it is recommended that new hotels should pay more attention to selection of the location in the planning process,existing hotels should improve the quality of service,mainstream hotel groups need to improve their loyalty and membership programs,and local hotels should maintain their competitive advantage and learn from the strengths of their competitors.Most regular hotel guests are extremely loyal.What they value most is whether the hotel can provide first-class service at a reasonable price.In fact,the most effective way is to make them feel special.