PubDate：2021-10-09 Author： Views：495
"How can traditional government hotels achieve branding, digitalization, and a gorgeous turn of characteristic culture in the new era..."
The types of accommodation in China are very rich and colorful. Some members do not even have words like "hotel" or "restaurant" in their names, such as Beijing GUANG DONG HOTEL, Beijing Hunan Building, Beijing Guizhou Building... But these are just for the reception of the government market with Chinese characteristics. An indispensable part of the main body, these buildings are also called "Beijing Offices". They are administrative agencies approved by the State Council Offices Administration Bureau and managed by the Beijing Office Management Department under the State Council, covering provinces, municipalities, autonomous regions, and Special Zone's offices in Beijing, so their target customer groups are very targeted. However, with the development of marketization, they are also opening their arms and accepting more guests who like local characteristics to come and experience. Many restaurants in the Beijing Office are even called "there is a delicacy that can only be understood by gluttons."
Not long ago, Beijing GUANG DONG HOTEL held a grand reopening ceremony, which attracted widespread attention from the market and the media. Our reporter was invited to participate in this event and learned the following signals through communication for everyone to exchange and discuss.
Practice brand development
Beijing Guangdong Hotel (White Swan Guest House) resumes business on September 29
On the day of the resumption of business, the White Swan Guest House, another name of Beijing Guangdong Plaza, was launched at the same time. The two names of a hotel reveal the hotel brand expansion strategy of Guangdong Travel Control Group.
Guangzhou White Swan Hotel is my country's first large-scale modern five-star hotel in China-foreign cooperation. Together with Beijing Jianguo Hotel and Nanjing Jinling Hotel, it is known as the three flags of domestic tourist star hotels, leading the development of tourist hotels. Under the leadership of their respective groups, these flags have successively started the road of brand development. In 2008, the White Swan Hotel Group was formally established, marking the successful leap of "White Swan" from a single hotel operation to a large-scale group operation.
According to the relevant person in charge of Guangdong Travel Control Group, the hotel sector accounts for 70% of the travel control group’s assets. In order to implement the three-year action of state-owned enterprise reform, polish the white swan national brand, and accelerate the strengthening and improvement of the hotel sector. Since 2021, Guangdong In accordance with the path of "separating light and heavy assets and advancing the shareholding reform of asset-light operating companies", the Travel Control Group fully promoted the implementation of the "2+3" listing work plan for the hotel sector, and launched a two-year action plan for the external expansion of the White Swan hotel brand. That is to say, under the coordination of the group, the implementation of "one banner (white swan), four brands (positioning high-end luxury white swan, positioning simple five-star white swan Caiyi, positioning four-star business white swan welcoming guests, positioning fast and mid-range white swan) The expansion strategy of "White Swan Junjin) and multiple forms of cooperation" strives to form a compact hotel expansion business model and achieve a leap in the ranking of the "Top 60 Chinese Hotel Groups". In the latest "Report on China's Top 60 Hotel Groups in 2020" released by the China Tourism Hotel Industry Association, the White Swan Hotel Group ranked 37th with 11,481 rooms and 33 hotels. Up to now, each hotel has given full play to their respective resource advantages, and a total of more than 30 expansion projects have been docked, which will be successively implemented in the future。
Beijing Guangdong Hotel was formerly a Sino-foreign joint venture Lingnan Hotel, which was completed and opened in June 1990. In 2019, Beijing GUANG DONG HOTEL was transferred to Guangdong Tourism Control Group to undertake the pilot reform of administrative functions and public institutions. In December 2019, Beijing Guangdong Hotel launched a security renovation project in accordance with the hotel standards of the White Swan Welcome Series, which took 21 months and 600 days to complete. In the future, Beijing GUANG DONG HOTEL will be an important window image of the Guangdong Provincial Party Committee and the Provincial Government in Beijing, as well as an external window of Guangdong Travel Control Group in Beijing. As a banner of the White Swan Welcome Series, Beijing Guangdong Hotel will continue to undertake the task of guaranteeing government reception, while demonstrating the reception capability and service level of Guangdong government services.
New model of operation management
In recent years, the hotel's operation and management model has undergone earth-shaking changes from the early stage of reform and opening up. The brand-assisted Beijing Guangdong Hotel has made bold breakthroughs and innovations to cater to the new era and new markets:
One is the change in organizational structure. Three major departments were used to replace the original numerous transactional departments. The front office sales department was a brand new department that merged a series of functions such as front office and sales. This flattened the organizational structure and greatly improved organizational efficiency.
The second is business model innovation. Regardless of whether it is a catering or specialty commodity department, Beijing GUANG DONG HOTEL uses bidding for outsourcing. While ensuring the profitability of the hotel, it can also provide customers with the most Guangdong-style cuisine and commodities.
Cloud Cafe
Commodity department provides rich Guangdong characteristics
The third is to advocate green and smart upgrades. After the reopening of the hotel, both the front-end guest rooms and the back-end management system have undergone digital transformation. This is also a major achievement enjoyed by the transfer of Beijing GUANG DONG HOTEL to Guangdong Travel Control Group. Just in September this year, Guangdong Travel Control Group signed a contract with Shiji Group to build an integrated digital platform for the hotel sector, realize integrated operation of the hotel sector through digitalization, and promote hotel scale and standardized expansion through standardization and centralized procurement. The first phase of the hotel The integrated digital platform will be officially launched on New Year's Day in 2022. The relevant person in charge of the Travel Control Group stated that the external expansion of the White Swan Hotel brand and the construction of the hotel's integrated digital platform are the key tasks of the Travel Control Group in the future.
The person in charge of each hotel of the Travel Control Group and related personnel such as Shiji attended the signing ceremony
Carefully build a characteristic cultural hotel
With consumption upgrades and quality upgrades, whether it is newly built or renovated hotels, or business and leisure hotels in the market, all efforts are made in terms of cultural characteristics in terms of design and construction, rejecting homogenization and non-characteristics.
Beijing GUANG DONG HOTEL is located on Lingnan Road, West Third Ring Road, Haidian District, Beijing. It is adjacent to Yuyuantan Park, West Railway Station, CCTV Tower, and Capital Normal University. The guest rooms are a four-star government and business hotel with the characteristics of Lingnan culture. The average price is 700-800 yuan. Business travelers can enjoy Cantonese cuisine and Cantonese morning tea here.
Pass through the bronze entrance with reference to the "reverse pattern" and "cloud pattern" pillars of the Nanyue Palace and enter the lobby with the theme of "Clouds, Mountains, Pearls and Water, Land of Fish and Rice". The ceiling is a simple winding curve, and the light bands are reflected on the ground marble material, forming a simple river shape representing the Pearl River, which means that the Pearl River has a long history from west to east. In the center of the atrium is the golden base imitating Chaozhou golden wood carving "Magpie Dengmei", the crystal chandelier with the image of flower and cotton in Guangdong Province as the theme, and it is surrounded by golden thread carving stone murals elaborately designed by the artists of Guangzhou Academy of Fine Arts and Guangzhou Academy of Fine Arts-"Mingshan" Sentiment, the South China Sea surges", on the front of Nanling origin (South Guangdong Five Ridges, Beijiang), four famous mountains (Danxia Mountain, Luofu Mountain, Xiqiao Mountain, Dinghu Mountain) are carved on the east and west sides, and the South China Sea surges to the south, implying the pragmatic and open spirit of Guangdong temperament.
The theme lacquer painting "Yunshan Kapok is red, pearl water is silvery", jointly created by the artist team
Behind the reception desk at the front desk, the theme lacquer painting "Yunshan Kapok Red, Pearl Water Silver Waves" jointly created by the artist team, jumps out a touch of bright color in the elegant atrium decoration. The brilliant red cotton is set off, and the pearl mercury is gleaming and vigorous. exuberant. Hence the name Lingnan famous mountain, the tidal waves of the South China Sea, and the meandering pearl water at the entrance vestibule form an integrated landscape with a backing mountain and flowing water in front.
New brand, new core, new image
In short, we can see that traditional government hotels are pursuing a new core of branding, digitalization and characteristic culture in the new era of the resumption of business in GUANG DONG HOTEL in Beijing.
