Booking a treasure to specialize in the hour Room, transformation "hour room reservation expert"

"Editor's note" before April 1 this year, the reservation is still with many all-day room hotel app Melee, trying to c2b the tick-tock mode copy to the hotel industry. April 1 The same day, the booking treasure CEO Sun Jianrong to the team announced, give up the C2B mode, give up the whole day room, turn to attack the hour room. This decision makes no preparation of the staff dumbfounded, once considered to be the boss in the April Fool's Day joke, but 10 days later, the new version of the development and completion of the treasure, to "hour room booking artifact" of the face to start again.

The original attempt to copy the tick-tock taxi mode to the hotel booking industry

Sun Jianrong very decisively to the booking of the treasure into the "hour room booking expert"

Sun Jianrong is determined to transition, the hotel industry is the value of the Internet process is neglected in the hourly room market. However, the privacy of strong, Ota ignore, high-end hotel ignore the market, can really be ordered to make the house treasure? The power network of billion days and Sun Jianrong in-depth discussion, understanding of its transformation before and after the idea of entrepreneurship.

The market of hourly room needs "three liberation"

In Sun Jianrong view, the hourly room online booking market is facing three more prominent binding factors, and these shackles is also the opportunity to order a treasure place.

First, there is no online booking channel for the existing hotel hour room. Although the hotel is a strong internet industry, but even Ctrip, where to go, art dragons and other large OTA have never been involved in the hour room booking. On the one hand, the user demand is not big enough to let these giants stop, on the other hand, the booking of part-time room is more fragmented and complex than the whole day room. This leads to the hourly room reservation market is still a great deal of information asymmetry, users do not know about the nearby hourly room resources, and the hotel also lacks the media to inform users of the inventory of hourly room.

Second, the high-end hotel does not open the hourly room inventory. Sun Jianrong Introduction, the current high-star hotel is not set up the form of the hour room, although the vacancy rate is very high, the hotel is not willing to reduce the attitude of open out the hour room. This led to "hourly room" this hotel category is generally not high experience, lack of market appeal.

Third, the "hourly room" concept in the public impression of the awkward positioning. Hourly room in the country is still a slightly hidden existence, because the mention of the hourly room, many people in the mind of the scene is open room and sexual relations. Sun Jianrong tell billion power network, booking the treasure of the house so Stop C2B mode, is because the voice booking mode is not suitable for hourly room category. "You can call a taxi in the Office voice, but it's awkward to order an hourly room in the office voice." ”

How to liberate the hour room?

Therefore, in order to open a hole in the market, set up their own threshold, booking treasure had to break the above several shackles, "liberation" this 30 billion market. (Sun Jianrong Introduction, 2013 domestic hotel industry as a whole scale close to 300 billion yuan, and the hourly room market can account for 3%~10%, that is, the size of the market in 100~300 billion. )

The following is a summary of the key measures to enter this market:

1, directly sign the hotel, to achieve online direct sales. At present, booking Bao signed the contract, including the theme of sex, hotel-style apartments, fast chain, super-star hotels and other types of more than 2000 hotels, in the form of lbs and table of contents presented to the user.

2, enrich the hotel category, on the one hand, explore the hotel market, on the other hand, "encouraged" star hotel open hourly room, at present, there are two luxury hotels have been Sun Jianrong persuaded. According to Sun Jianrong introduced, the sex hotel This market is not popular in China, the Yangtze River delta region is relatively mature. There are more than 20 interesting hotels in Beijing and more than 200 in Shanghai.

Sex Hotel is the main category of the reservation treasure to be expanded

And the development of the High star hotel is similar to the previous group purchase, Sun Jianrong that, from the perspective of benefits, the star hotel put down its posture, the opening of the class of hourly room will become a trend.

2, to avoid the brand image is solidified, to shape the "sunshine" image of the hour room. Sun Jianrong stressed that sex is a very normal demand, but in the country easily be labeled bad. In addition, the location of the booking treasure is not only couples and couples, there is an important group is the need for a temporary foothold of the group, such as it, sales practitioners. "Apart from KFC and Starbucks, they have more comfortable places to go," he said. ”

Time is the threshold.

Sun Jianrong blushes, booking a treasure This mode is very likely to be replicated. (It is understood that the domestic positioning in the application of the hourly room also has "a room", "the United States Hotel," and so on, but the pattern has a certain difference). He was sure to tell the billion power network, technology is certainly not the threshold of the booking treasure.

"Our core threshold is still in the rapid enrichment of the category of hourly rooms, especially the creation of star-type hotel class category, once developed this market, we have a certain threshold." Another is to seize the opportunity, fast card position, occupy the user's mind, so that the replicator can't keep up. "At present, the overall team size of 40 people, including sales team of 15 people, covering 2,300 hotels under the line."

In fact, booking treasure at this point in time to enter the hourly room market also has a certain "weather"-regardless of B-end or C-end, the hotel industry has been group buying, OTA and other Internet models to cultivate a more mature, booking treasure does not need to spend great effort to educate the market.

And the business model, the booking treasure did not take the Commission model, but intended to be a profit point in the future of hotel advertising. At present, the booking treasure did not get through the online payment, but Sun Jianrong said payment must be done, the purpose is to solve the hotel and consumer integrity between the problem, to prevent any one side of the breach.