Recently, a policy message of "ten million yuan awarded to the newly rated national 5A scenic spot and five star hotels" has attracted a lot of "shock" in the hotel circle. Why can such a "good thing" suddenly lead to industry spectators? Experts argue that some people think that the number of ten million is really not small, and some people will say it is five stars. This group is sitting on the cusp. But in my opinion, the most important "keyword" should be "kinetic energy conversion".
The concept of "new and old kinetic energy conversion" was first put forward by leading comrades of the State Council at the government working conference in October 2015. The so-called old kinetic energy refers to the traditional industries with low efficiency, low quality, high energy consumption and high pollution, and the new kinetic energy refers to new technologies, new industries, new formats and new models with innovative and leading characteristics. The implementation of the transformation of new and old kinetic energy at the national level does not lie in simply replacing the old with the new, but in nurturing and developing the new kinetic energy which has not yet been formed, on the other hand, reforming and upgrading the traditional kinetic energy which is still playing a role in order to achieve the steady continuation of the new and old kinetic energy.
The introduction of the "rules" is undoubtedly a brave practice in response to the new and old energy conversion strategy in the tourism industry, and its motives are understandable. However, whether this incentive can accurately promote the development level of the hotel industry in the region, which may have some uncertain space.
According to the Rules, first-time star-rated hotels have the opportunity to receive high awards, which means that neither hotels that do not participate in star-rated hotels nor hotels that have already been star-rated in the market have the opportunity to enjoy the dividend of this policy. In the fierce competition between hotels and the lack of living space, there seems to be no absolute reason to take such a "preference" for participating stars. However, those hotels that have not participated in star rating or have already hung up stars do not seem to have absolute reasons for being excluded.
From the perspective of promoting industrial upgrading, the idea of upgrading low-end products to high-end products is not inappropriate. However, if we look at the status quo of the industry, we can easily find that the high-end hotel market in the second tier cities, especially the five star hotels, presents a relative surplus trend. By contrast, the mid-range hotels with limited service, more controllable cost and scale, and higher profitability remain relatively hot, and their operating conditions are relatively good.
It is probably the survival of many five star hotel operators in recent years. If this is the case, then in the already constrained living space, the construction of five-star hotels will be stimulated by financial incentives, attracting more "project warriors" and "policy catchers" to compete, whether the incentives will be the sustainable industry momentum we expect? This seems to deserve more careful consideration and attention from all walks of life.
In a sense, the energy conversion mentioned in our national strategy is to maximize the release of vitality, liberation of resources and catalytic upgrading from four aspects: production factors, demand factors, industrial factors and enterprise competition. Therefore, in the process of converting momentum, a single financial incentive to promote the growth of a sub-item (such as the growth of the number of five-star hotels) may be less accurate in the incentive, and if not, it will have a slightly negative impact on the competitive environment of enterprises.
Instead of spawning more star rated hotels to join the white hot competition in a standardized manner, local governments may put more energy and financial resources into pre design planning, high-end talent introduction and higher quality industry guidance and consultation services, so as to carry out pre paced adjustment, structural adjustment and idea shaping in the front of the industry, so as to make relatively more optimized adjustment. Effectiveness.