洞察
丽笙酒店集团最新动态 中国版
INSIGHT
The Pulse of Radisson Hotel Group China Special Edition
杭州博地中心丽筠酒店 Radisson Hangzhou Qianjiang 中国版 CHINA SPECIAL EDITION
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目录 Contents 01
总裁寄语
关若荷, 亚太区总裁
President’s message Katerina Giannouka, President, Asia Pacific
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中国市场趋势 China market trends 03
逐步复苏的中国市场 China on track for an upturn
01 丽笙酒店集团最新动态
THE PULSE OF RADISSON HOTEL GROUP
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市场沟通及品牌活动策略 Strategic communications and brand campaigns, the way forward
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为消费反弹做好充足的准备 Gearing up for a consumption rebound
中国版 CHINA SPECIAL EDITION
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总裁寄语
President’s message 希望在这个充满挑战的时期里，大家一切安好。 新型冠状病 毒肺炎（COVID-19）在全球范围内的爆发确实给我们的日常 生活和工作带来了前所未有的影响。 这一点，没有其他行业 比旅游和酒店业的感触更为深刻。 正因如此，我们做出了一些必要的决策，以确保了丽笙酒店 集团（RHG）的长远发展。
作为对我们世界各地的宾客、 团队成员和合作伙伴的承诺， 我们与全球领先的检验、 鉴定、 测试和认证机构SGS合作，推 出了《丽笙酒店集团安全规程》 ，这是一项深入清洁和消毒 程序的新计划。 此外，我们还与世界旅游业理事会（WTTC） 为重启旅游业而制定的新全球规程《安全旅行》保持一致。 在其他方面，我们强大的学习和发展计划使团队成员能够 提高技能，并在此期间达成实时互动和集体融入感。 中国市场的复苏已渐渐兴起，作为真正的合作伙伴，我们通 过降低管理费用、 提供应急方案和培训计划（包括“酒店管 理基础”培训课程）来支持我们的业主。 此外，丽笙酒店集团继续履行其适时的运营方针，丽赏会会 员可享受会员等级延续及电子礼券优惠; 同时，我们还调整 了预订取消及更改政策。 丽笙酒店集团将继续与您并肩作战。 请注意安全并照顾好 您的家人，我们齐心协力，必将以更为强劲的势头回归。
I trust that you are keeping well. The global outbreak of COVID-19 is having a truly unprecedented impact on our daily lives and work, and no industry has felt it more severely than travel and hospitality. This has spurred us to make decisions which are necessary to ensure the long-term future of Radisson Hotel Group (RHG). As a global commitment to our guests, team members, and partners, we have launched Radisson Hotels Safety Protocol, a new program of in-depth cleanliness and disinfection procedures, in partnership with SGS, the world’s leading inspection, verification, testing and certification company. The Group has also aligned with the World Travel & Tourism Council (WTTC) in “Safe Travels”, their new global protocols to restart the travel and tourism sector. On other fronts, our robust learning and development programs enable team members to enhance their skills and stay engaged during this period. Green shoots are emerging in China and as a true partner, we have supported our owners with reduced management fees, contingency planning and training programs including “Hospitality Fundamentals”. RHG continues to operate with flexibility as Radisson Rewards members enjoy an extension of statuses and e-certificates while cancelation/change policies remain in place for now. Stay safe and look after your loved ones. By working together, we will come back stronger than ever.
¹ imf.org ² wttc.org
关若荷
亚太区总裁
Katerina Giannouka 02 丽笙酒店集团最新动态
President, Asia Pacific THE PULSE OF RADISSON HOTEL GROUP
苏州纽威丽筠酒店 Radisson Suzhou
中国版 CHINA SPECIAL EDITION
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中国市场 趋势 China market trends 理解和预测新型冠状病毒肺炎（COVID-19）对出行和酒店行 业的影响，首先要从中国市场开始。 2020年1月23日，中国 针对武汉首次实施封城政策，早于全球疫情发展趋势两个 月左右。 根据 STR¹的数据显示, 中国市场的复苏正在全面 展开。 五一期间，全国酒店入住率接近50%，比前几周高出 10个百分点。 众多理由使我们对中国市场复苏持乐观态度； 例如，在重 庆，限制措施放开后，被压抑的需求导致本地市场强劲反 弹。 在苏州，由酒店和当地市场促销的共同刺激下，高端休 闲业务呈现“报复性消费”。 在三亚这个主要依赖航空旅行 的市场，假日期间入住率达到65%至70%，而平均房价上涨 了45%，反映出人们对休闲和航空旅行的信心。 国际航空运 输协会还指出，中国国内航空运输已经开始反弹。
值得注意的是，在限行封锁期开始时，中国有将近25万间 （224579间）在建的新酒店客房，占亚太地区客房总数的一 半以上。
虽然各国家处于疫情周期的不同阶段，但随着限制措施的 逐步放松，全球经济正在复苏。 作为全球最大的国内外旅游 市场，中国不仅推动了本土市场的恢复，更具有引领全球市 场复兴的潜力。
¹ str.com/data-insights-blog ² iata.org/en/pressroom ³ str.com/press-release
04 丽笙酒店集团最新动态
THE PULSE OF RADISSON HOTEL GROUP
To understand and predict the impact of COVID-19 on travel and hospitality, it is integral that we look at China. Having first implemented lockdown measures in January 2020, China is ahead of the global curve. According to STR¹, the country’s recovery is now in full swing. The Labour Day holiday saw nationwide hotel occupancy attained close to 50% - ten percentage points higher than the recent weeks. There are many reasons to be optimistic about China’s recovery; for example, in Chongqing, pentup demand led to a strong rebound in the local market, after movement restrictions were lifted. In Suzhou, high-end leisure business was found to be “returning with a vengeance,” stimulated by hotel and local promotions. And in Sanya – a market largely dependent on air travel, occupancy reached 65-70% during the holiday period, while ADR jumped 45%, reflecting confidence in the leisure sector and air travel. IATA also noted that China’s domestic air traffic has started to rebound². It is worth noting that, at the start of the lockdown period, China had almost a quarter of a million (224,579) new hotel rooms under construction³ more than half the total number in the Asia Pacific region. While different countries are in different stages of the cycle, the gradual easing of restrictions shows that the global rebound is underway. As the world’s largest domestic and outbound tourism market, China has the potential not only to drive its own recovery, but also to lead the global revival.
无锡梁鸿湿地丽笙度假酒店 Radisson Blu Resort Wetland Park Wuxi
中国版 CHINA SPECIAL EDITION
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叶师钧 中国区运营副总裁 Gary Ye Vice President, Operations, China
逐步复苏的 中国市场 China on track for an upturn
虽然新型冠状病毒肺炎（COVID-19）对出行产生了不利的影 响，但丽笙酒店集团在中国市场仍然保持了强劲势头。 在 2019年下半年，我们屡获殊荣，业绩良好，并有三家新酒店 开幕。 上海虹桥西郊庄园丽笙大酒店是我们在上海的第五 家酒店。 杭州新天地丽笙酒店和杭州博地中心丽筠酒店则 标志着我们首次落户杭州。 2020年，我们的足迹仍在拓展， 成功签约了南京南部新城丽笙酒店，这也是我们在南京的 第一家酒店，该项目的签署充分展示了我们对于中国市场 的长足信心。
当然，2020年的最初几个月对于中国酒店行业而言是前 所未有的挑战，我们推出了一系列举措支持我们的酒店、 员工和宾客。 丽笙酒店集团中国办公室遵循世界卫生组织 （WHO）和当地政府的建议，已经落实了包括提升卫生标 准和改善运营流程在内的三个阶段的应对计划。 我们的财 务团队建立了“复苏行动计划跟踪”机制，对酒店在人员、能 源使用、采购等方面的成本控制进行测算，同时确保我们的 措施符合劳动法的相关规定要求。 随着限制措施的取消和酒店的重新开业，我们对国内业务 的复苏抱有谨慎且乐观 的态度。 酒店方面需要充分做好应 对这一复苏的准备，并适应更严格的环境卫生和个人卫生 标准的“新常态” ，以防未来再次出现类似情况。
Despite the outbreak of COVID-19, Radisson Hotel Group has been making strong progress in China. In the second half of 2019, we won multiple awards, enjoyed positive performance trends and opened three new hotels. Radisson Blu Forest Manor Shanghai Hongqiao became our fifth property in Shanghai, while Radisson Blu Hangzhou Xintiandi and Radisson Hangzhou Qianjiang marked our first two hotels in Hangzhou. We have continued to expand in 2020 with the signing of Radisson Blu Nanjing South New Town Hotel, our first hotel in Nanjing, which demonstrates our long-term confidence in China. Of course, the opening months of 2020 have represented an unprecedented challenge for China’s hospitality industry, but we have taken a series of steps to support our hotels, staff and guests. Radisson Hotel Group’s China office has implemented a three-phase contingency plan, in line with guidance from the WHO and local authorities, including enhanced hygiene standards and operating procedures. Our Finance team has also created a “Recovery Action Plan Tracker” to measure our hotels’ savings, in terms of payroll, energy, purchasing etc, whilst ensuring that we are in compliance with labour laws. With restrictions now being lifted and hotels reopening, we are cautiously optimistic of an upturn in domestic business. Hotels need to be prepared for this resurgence, while also adjusting to the “new normal” of increased hygiene and sanitation and being alert to the possibility of similar scenarios returning in the future.
06 丽笙酒店集团最新动态
THE PULSE OF RADISSON HOTEL GROUP
郑州天地丽笙酒店 Radisson Blu Zhengzhou Huiji 杭州新天地丽笙酒店 Radisson Blu Hangzhou Xintiandi
苏州纽威丽筠酒店 Radisson Suzhou
郑州天地丽笙酒店 Radisson Blu Zhengzhou Huiji
苏州纽威丽筠酒店 Radisson Suzhou
杭州博地中心丽筠酒店 Radisson Hangzhou Qianjiang
中国版 CHINA SPECIAL EDITION
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詹惠丽 媒体及公共关系暨品牌副总裁 Camilla Chiam Vice President, PR, Communications & Brands, Asia Pacific
市场沟通及品牌 活动策略 Strategic communications and brand campaigns
在新冠疫情期间，我们的团队开展了一系列战略沟通计划， 旨在向我们的宾客、 业主和相关人员传达温暖及感同身受 的关爱之情。 通过积极的媒体报道和丽笙酒店集团官方微信和微博平 台，我们与宾客和全球受众建立了更紧密的联系。
为了协助业主度过难关，我们落实了一套修订版品牌标准。 其中包括一系列预防规程，以应对新冠病毒的传播，并调整 了财务和运营措施，帮助我们的酒店度过这一困难时期。 随着中国市场的逐步复苏，我们审时度势推出了强有力的 复苏方案，涵盖全面的品牌营销计划、 社交媒体和传播策 略，并随着品牌承诺及宾客体验的建立，我们与包括SGS和 Safehotels在内的合作伙伴联手，为我们的酒店提供必要的 认证。 《丽笙酒店集团安全规程》也于5月6日在全球推出，该 框架规程保障了我们的宾客、 团队成员和合作伙伴的健康 及安全。 我们还将启动“把Lumi带回家”活动，为爱佑慈善基金会的 中国青年医生培育计划筹集善款。
During the COVID-19 period, the APAC PR, Communications and Brands team executed a strategic communications plan to convey messages of warmth, empathy and concern for our guests, owners and stakeholders. Through active media engagement and our Radisson Hotel Group WeChat and Weibo platforms, we established a closer connection to our guests and global audience. To assist owners during this difficult time, we implemented a modified set of brand standards. This included a series of precautionary protocols to combat the spread of COVID-19, and revised financial and operational measures to help our hotels tide through this period. As China moves forward on its recovery, we are excited to roll out a robust plan that includes a comprehensive brand marketing, social media and communication strategy. As we build brand assurance and enhance the guest journey, we are working with partners including SGS and Safehotels to certify our hotels. Radisson Hotels Safety Protocols was also launched on 6 May globally, a framework that outlines and ensures the health, safety and security of our guests, team members and partners. We will be launching "Adopt a Lumi" to raise funds for the Ai You Foundation to support the training for young doctors in China.
08 丽笙酒店集团最新动态
THE PULSE OF RADISSON HOTEL GROUP
公关活动 Initiatives 媒体覆盖 Media Coverage
人民币
630万 RMB
6.3m * 2020年第一季度 as of Q1 2020
中国市场复苏计划 China Recovery Plan 01
丽笙酒店集团安全规程
全球框架规程以确保我们的宾客、 团队成员和合作伙伴 的健康及安全
Radisson Hotels Safety Protocols Global framework to ensure the health, safety and security of our guests, team members and partners
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社交媒体
为酒店提全面且内容丰富的社交媒体活动方案指南
Social Media
Fresh content ideas and guidelines for hotels
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带Lumi 回家吧！
以“丽笙家庭”计划及企业社会责任吉祥物的义卖来回 馈并服务于社会
Adopt a Lumi
Rad Family and Responsible Business mascot to contribute back to our community
中国版 CHINA SPECIAL EDITION
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商业战略活动 Commercial initiatives
10 丽笙酒店集团最新动态
THE PULSE OF RADISSON HOTEL GROUP
韩轩逸 亚太区商务副总裁 Hannes Bos Vice President, Commercial, Asia Pacific
为消费反弹做好 充足的准备 Gearing up for a consumption rebound
随着中国酒店行业的逐渐复苏，我们看到整个市场，特别 是国内出行领域的巨大商机。 为了帮助中国地区酒店 尽快复苏，我们为第二和第三季度制定了详尽的商业战 略。
我们将在全国范围内推出销售闪电战，包括客户活动和 销售目标活动。 同时我们将与1000 Meetings百会通合 作，推动酒店会议及住宿类业务的回归。 更重要的是，我 们与一位拥有丰富中国市场经验的商务顾问签订了为期 六个月的合作，以帮助推动销售战略活动、为酒店提供培 训和审核、开发新工具，以及酒店销售方案的支持。 我们将借助与锦江集团的密切合作，积极开发并充分运 用新的分销渠道如：飞猪商城、微信商城及为中国市场开 发的新网站，同时锦江会员庞大的客户数据库将助力我 们的渠道拓展和市场营销。
在会员服务方面，我们将丽赏会的精英会籍身份延长一 年，至2022年2月，丽赏会积分有效期无限期延长。 最后， 全新的“亚太地区奖励房晚兑换优惠”活动将在不增加酒 店额外成本的情况下，推动会员业务发展。 凭借这些有力的商业计划，我们相信，丽笙酒店集团旗下 中国地区酒店将在行业复苏中占据优势。
As China’s hotel sector starts to rebound, we foresee a huge opportunity for the market, especially in terms of domestic travel. In order to help our Chinese hotels bounce back as quickly as possible, we have devised an extensive commercial strategy for the second and third quarters. We will conduct a nationwide sales blitz, including client events and sales missions, while also partnering with 1000 Meetings to drive MICE business back to our hotels. Importantly, we have contracted a commercial consultant with extensive experience in China to activate the blitz, conduct hotel training and audits, develop new tools and provide in-hotel support over a sixmonth period. We will leverage our relationship with Jin Jiang International to take advantage of new distribution channels such as Fliggy Store, WeChat Mall and a new white label website for China market, while the vast Jin Jiang Club membership database will boost our distribution and marketing. In terms of loyalty, we have extended our Elite members’ status by a year to February 2022, and suspended the expiration of Radisson Rewards points indefinitely. Finally, the new “APAC Award Nights Redemption Offer” will drive additional business from our members, at no additional cost to hotels. With such strong backing, we believe that Radisson Hotel Group’s hotels in China will be in a unique position to capitalize on the revival. 中国版 CHINA SPECIAL EDITION
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每时每刻 弥足珍贵 Every Moment Matters