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  • OYO聯姻美團酒店的背后:擁抱OTA后持續釋放的乘數效應互聯網+

    周濤 2019-06-13 10:28
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    導讀

    ?近日,關于美團酒店與OYO酒店達成業務合作的消息引起不少人的關注。

    近日,關于美團酒店與OYO酒店達成業務合作的消息引起不少人的關注。一家OTA巨頭美團酒店,另一家則是當下國內酒店市場的“鯰魚”OYO酒店。這二者的強強合作也著實不少人期待不已。

    事實上,經歷了數年的發展,OTA的許多痛點已經暴露在公眾面前,而OYO卻用自己的實際行動盤活了原先固化的模式,如今看來,OYO與OTA之間逐漸走向“水乳交融”,二者合作所持續釋放的“乘數效應”也推動著酒店發展新格局的演進。

    不是嫁接,是深度融合:擁抱OTA后“捷報”頻出

    在OYO酒店剛剛進入中國之際,很多人都認為其與OTA會是種“針尖對麥芒”式的激烈競爭關系。而如今,二者卻逐漸走向了一起,這被認為是OYO的模式在被理解后,與OTA的冰釋前嫌。

    此前,OYO酒店合伙人兼CFO李維就表示自己無意做OTA:“OTA做的事情是解決需求,我們是去提升供給質量,讓更多的酒店在OTA上可以賣得更好。我們沒想那么多,因為中國能改造的酒店量很多,而且你看我們的愿景,不是做OTA,我的愿景是找到中國房地產和酒店業兩邊交集的地方。”

    隨著美團與OYO牽手,OYO已經與全部主流OTA合作,包括攜程、美團、同程、飛豬和途牛,OYO的朋友越來越多了。

    作為單體酒店線上流量重要入口,擁抱OTA對OYO的重要性不言而喻。從業主的角度來看,OYO對于OTA渠道的精細化運營讓他們明顯感覺到滿意度的提升。

    以昆明的谷粒酒店為例,OYO運營經理針對酒店個性化特點,更新了門店在OTA平臺上的形象,并設計了OTA運營提升專項方案。通過全渠道運營,攜程掛金牌,去哪兒掛金牌,藝龍掛金冠,美團掛冠等手段,每天數次甚至數十次根據入住情況進行動態調價,讓空置的房源得到最大化的利用。

    位于福州茶亭商圈的天瑞酒店,是當地一家老牌單體酒店。負責該酒店運營的經理通過簡化房型設置、重新制定價格的策略,讓天瑞酒店在OTA的“線上形象”煥然一新,住客們的“選擇困難癥”消失了,下單效率得到提升。酒店的入住率從65%提升到了80%左右,而單價也不降反升,RevPAR提升近20元,合作以來,OTA渠道每個月為天瑞酒店帶來的營收增長接近2萬元。

    在精細化運營助力下,加入OYO 的酒店根據原有酒店的不同狀況,三個月后的入住率平均能提升10-30%。良好的示范效應讓OYO持續吸引更多酒店續約及加盟。目前,OYO的業主續約率高達97%,每小時就新增一家加盟酒店,兩項數據充分說明行業對OYO模式的認可。

    截至2019年5月,OYO酒店已上線酒店過萬家,客房數50萬間,成為中國第二大、全球第六大酒店管理集團。

    如今看來,OYO酒店與OTA的合作取得了非常明顯的成績,從對手,走向朋友,再到如今的合作伙伴。在與OTA的合作方面,OYO酒店已經摸索出了一條成熟的模式,不只是簡單的嫁接,更是雙方的生態融合。

    聯手OTA后的資源匯聚:顯著提升單體酒店運營質量

    對于任何一家企業或者一種模式而言,資源永遠是有限的,不可能面面俱到。這就需要市場上看起來可能存在競爭關系的個體走向開放和聯合,從而實現多渠道資源互換,形成有價值、稀缺、不可模仿和難以替代的優勢。

    OYO酒店擁抱OTA其實就是如此。

    通過此次合作,OYO酒店對酒店業主的創新性改造、業務拓展及管理運營能力,將與美團酒店的平臺優勢、開放生態、用戶及流量優勢、科技創新助力商家的能力形成互補。

    在過去,OYO酒店能夠崛起,本身就要歸功于它能夠為業主帶來足夠令他們滿意的價值。這包括對酒店內外形象的升級、7X24小時的客戶服務支持、中央化預訂平臺、服務質量監控和供應商采購支持等,通過統一化的管理提升運營效率。同時,也會有專門的線下團隊,通過各種異業渠道為轄區內酒店引流。

    隨著與越來越多的OTA平臺合作,OYO可以借助不同平臺的優勢和長處,不斷完善對業主的支持矩陣,同時提升酒店用戶的消費體驗。

    對于美團而言,由于其提供的更多是中高端路線的連鎖品牌的訂房信息,這些品牌大多集中在一二線城市,從而使得低線市場成為空白,而OYO遍布廣大二線以下城市的網絡恰好能填補這一部分空缺。

    OYO與OTA的合作互補,將形成一種更完善的商業形態,建立更穩定的利益共同體。當下,擁抱OTA的OYO酒店已經逐步展示出強大的發展潛力,未來將繼續推動整個酒店服務市場走上升級換代之路。

    OYO 美團酒店 OTA
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