Phoenix marketing international finds that chinese hotel chains still dominate
SOMERSET, NJ, Feb 22, 2012 (MARKETWIRE via COMTEX) –While U.S. hotel companies have made some very impressive inroadsinto the expanding Chinese hospitality industry, China-based economychains have the distribution and price points that attract themajority of Chinese hotel guests.
The January 2012 results of Hotel BASE, a monthly hotel guest studyconducted in the U.S., Canada and China by Phoenix MarketingInternational, indicate that Home Inns leads on two key lodgingmetrics — brand penetration which is the percentage of Chinese hotelguests staying in any hotel property and share of room nights whichis the percentage of all hotel nights attributed to all brands.
Home Inns has a 35% brand penetration among Chinese hotel guestsfollowed by Jin Jiang Hotels at 23%. Holiday Inns comes in a closethird with 22% brand penetration among Chinese hotel guests.
”Between the two hotel chains, Home Inns and Jin Jiang Hotels haveover 1,500 properties distributed throughout China so they have alarge, well developed footprint,” according to John Antonello,Managing Director the Travel Division of Phoenix MarketingInternational. Share of room night data also supports this impressivedistribution network as Home Inns has a 15.5% room night sharefollowed by Jin Jiang Hotels at 8.5% and Holiday Inn at 8.1%.
Interestingly, Shangri-La Hotels, an upscale chain based in HongKong, has the highest brand awareness (83%) of the 60 brandsmeasured… even higher than its budget hotel counterparts. SaidAntonello, “This is because Shangri-La currently enjoys the highesthotel ad awareness in China coupled with the fact that many travelersaspire to stay at a Shangri-La property even though they may not beable to afford to do so.”
In addition to Holiday Inn, other major U.S. based hotel companiesperform relatively well on brand awareness, penetration and roomshare. Hilton, Marriott, Sheraton and a few of Wyndham’s brands, mostnotably Super 8, are in the middle of the pack on these key metrics.Other brands such as Best Western, Radisson and Comfort Inn do notfare nearly as well. “Going forward, it will be very interesting tosee to what degree the U.S. brands move the needle as they continueto invest heavily in new product and development in China andthroughout the region,” stated Mr. Antonello.
About Hotel BASE Hotel BASE(TM) — Introduced in 2003, Hotel BASEmeasures brand awareness, penetration, share, brand preference, andadvertising awareness of 90 hotel brands in the U.S. and Canada and60 hotel brands in China. Phoenix conducts 12,000+ interviewsannually in the USA and 4,800 in Canada. In 2012, the study wasexpanded to include 6,000 annual interviews among hotel guestsresiding in China.
For more information contact: John Antonello Email Contact Phone: 00 +1 732 563 8501
SOURCE: Phoenix Marketing International
http://www2.marketwire.com/mw/emailprcntct?id=775A2B6813BD6489
Copyright 2012 Marketwire, Inc., All rights reserved.
Tags: Canada, China