澳洲代寫:香港九龍酒店市場現況分析

澳洲代寫:香港九龍酒店市場現況分析

2014年酒店市場平均入住率約為86%,這是一個很好的數字,酒店的入住率遠遠高於平均水平。市場占有率從2012年的85%逐漸增長到2014年的86%。在這個階段有停滯,似乎是一個障礙,就不斷增長的需求而言,因為入住率沒有成倍增長。市場可能在2009年全球金融危機後復蘇,潛在需求可能在2015-16年出現。ADR全年穩定,遠低於酒店的RevPar和ADR較高。三年的ADR略有下降,但值得註意的是,這是一個微不足道的下降。該市場的美妙之處在於,它始終能夠滿足不斷增長的需求,通過保持房價穩定,不讓房價高過可承受的限度,立即增加供應房間。酒店市場是健康的,從2008年開始,酒店的ADR、入住率和每間可用客房平均收益(RevPar)都在逐年上升。淡季通常出現在5月、8月和2月,ADR、入住率和每間可用客房均有所下降。與其他市場需要充足的時間來恢復消費者信心不同,市場復蘇的速度較晚。

可以看出,周日是市場上被占用最少的,而周六是市場上被占用最多的。這表明周日到達的外派客人最少,一定是因為外派客人較少。這是一個需要運用到銷售和市場營銷技術中去提高酒店收入的點。STAR報告顯示了大約47.2名參與者進行了分析,這是一個不太準確的報告,因為當所有參與者都參與其中時,參數的數量和對報告的相關解釋都會發生巨大的變化。因此,要準備的戰略也將改變。

澳洲代寫:香港九龍酒店市場現況分析

The average occupancy in the market is about 86% throughout 2014 which is a good number and the hotel is much higher than the average. The occupancy in the market has been growing gradually seen from 85% in 2012 to 86% in 2014. There is stagnation at this stage and seems to be a barrier in terms of the rising demand as the occupancy has not grown exponentially. There could be a situation where the market was recovering after the global financial crisis of 2009 and the latent demand may come up in 2015-16. The ADR has been stable all throughout the year and is much lower than the hotel which enjoys a higher RevPar and ADR. The three year ADR has decreased marginally but it’s a negligible reduction to be noticed. The beauty about the market is that is has always been able to meet the rising demand with an immediate addition of supplied rooms there by keeping the room rates stable and not allowing it to shoot high beyond affordable limits. The hotel market is healthy and is seeing a gradual rise in the ADR, occupancy, and the RevPar on a year on year basis right from 2008 when measured by category, by percent change and by actual rates. The slack season is usually seen in May, August, and February where the ADR, occupancy and Revpar drops. The market picks up later quickly unlike other markets which takes ample time to regain confidence of the consumer.
It is seen that Sunday is the least occupied and Saturday is the most occupied in the market. This indicates the arrival of outstation guests as Sunday being least occupied must be due to less outstation guests. This is a point which needs to be applied in the sales and marketing technique to enhance the revenue of the hotel. The STAR report shows about 47.2 participants for the analysis and this is less of an accurate report because when all the participants are involved, the numbers of the parameters will drastically change and the associated interpretations of the report. Thus, the strategy to be prepared will also change.

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