On October 11th, Yaduo Group officially launched its high-end lifestyle brand - Sahe Hotel, marking Yaduo's injection of new vitality into the high-end hotel market with its unique "Chinese experience". SAVHE "represents" breath "in the Lisu language, and inspired by the life force of breath, SAVHE Hotel selects advanced experiential services such as deep sleep, SAVHE butler, meditation, etc. to bring a more Eastern aesthetic and emotional experience oriented secluded space to the new generation of consumers.
Slow travel is on the rise, and high-end hotels need to provide more emotional value
With the rise of "slow travel", the new generation of consumers increasingly prefer relaxed and leisurely travel experiences, which are reflected in hotel spaces and services.
Sahe Hotel perfectly controls consumer demand, taking inspiration from the Eastern Garden design to create functional spaces that combine seclusion and relaxation. The pendant lights in the lobby resemble flowing clouds, and the art installation "Listening to the Rain" transforms cups into rain curtains, calming the soul amidst the chaos; Tea rooms and salon style book bars allow for communication and solitude. Each functional area is separated by water, forming a spatial relationship of scenery and borrowing scenery.
In the current era of increasingly diverse consumer demands, personalized services are the only way. However, the actual operation of high-end hotels requires balancing multiple elements such as management and culture. To this end, Sahe has explored the selection of services and tailored service combinations based on the travel pain points of the target customer group.
It is reported that Sa He Hotel adopts a whole hotel deep sleep solution. In terms of "things", Sa He Hotel has upgraded the bedding, nightgowns, and linens that come into direct contact with falling asleep. Among them, the "Deep Sleep Series" bedding of Yaduo Planet has patented memory sponge technology, which provides more wrapping and support. On the "light" side, the sleep dimming system is equipped with a "one click deep sleep" function, which can automatically adjust brightness, close curtains, and turn on Do Not Disturb. In terms of "sound", the door leaf and frame are designed with three stops, and the partition wall is thickened and filled with soundproof cotton. The windows are customized with three layers of hollow "measure store", significantly improving the overall sound insulation volume of the room.
At the same time, the hotel is equipped with conference rooms, and the office, book bar, social and other functional scenarios are integrated in a composite manner in the public area, which can also meet the needs of business and travel groups. This time, Yaduo has maximized its insight into user needs. With the popularity of mindfulness meditation among the middle class, this type of healing experience has become an effective way of life to help them relieve stress and rejuvenate their body and mind. Sa He Hotel has moved the meditation room into the hotel, providing more users with a relaxing experience on the road.
In terms of user segmentation pain points, the "butler service" of Sa He Hotel prepares "accompanying Japanese meals" for users who are in a hurry and cannot have breakfast in time; Not only that, the free "customer laundry service" also provides home delivery services, freeing guests from the waiting for self-service laundry.
Balancing experience and floor area efficiency, a more benign investment model
Zhang Rungang, Vice President and Secretary General of the China Tourism Association, has stated that high-end hotels are facing structural difficulties, and traditional full-service hotels have low spatial efficiency, which needs to be addressed with a focus on improving floor area efficiency. However, in this structural adjustment that has already begun, how will high-end hotels achieve a balance between "experience and floor area efficiency"?
Abandoning the "large and comprehensive" service facilities and utilizing selected services to fully enhance the experience and emotional power, thereby leveraging high premiums, Sahe Hotel has given its own answer, which will also become one of the excellent answers in this high-end hotel structural adjustment.
According to the franchise manual of Sa He Hotel, the average investment return cycle of Sa He Hotel is 4.1 years, which is significantly shorter than the high-end hotel return cycle of 5.3-8.1 years in the industry. After observing the product, some investors have provided feedback that compared to products with the same positioning in the industry, the Sa He Hotel, which costs about 200000 yuan per room, has the same quality as products with a cost of 350000 yuan per room, and the hotel estimates that its RevPAR can reach 550-650 yuan, making it "very competitive in the market".
In addition, in terms of construction, Sa He Hotel has achieved a balance between high quality and cost through product standardization. The public functional area relies on modular development and can be integrated with different properties. The guest rooms are equipped with modular furniture and standardized specifications have been established for the layout. In terms of operation, the high standardization of selected services enhances the efficiency of hotel management. For the hotel side, whether it is choosing incense to enter the room or accompanying meals, the service standards are standardized and executable; For the user end, the service they experience is precisely personalized. This standardized operation mode of personalized services has achieved a balance of small investment and high returns.
At the turning point of high-end hotels transitioning from "full-service" to "selected service", Sahe Hotel has transformed the industry's structural difficulties into opportunities by using a classic and enduring product lifecycle, coupled with forward-looking experience design, to create a high-efficiency product model.
It can be foreseen that brands with a deeper understanding of user needs and more efficient combination experience in service experience will have more first mover advantages in the breakthrough of high-end hotels. With the continuous deepening of the new generation of consumers' sense of identity with Chinese culture, local high-end hotels featuring Eastern aesthetics and experiences will lead the trend of future hotel industry development.