In December 2015, according to incomplete statistics from the MTA (Magnus Tourism Academy) on the brand index of limited-service mid-scale hotel brands, the top 10 brands on the Limited-Service Mid-Scale Hotel Brand Ranking for the month were Vienna, Homeinns Boutique, All Seasons, Holiday Inn Express, Home Inns Select, Starway, Shuxiang Manor, Atour, Meihao, and Jinjiang Metropolo.
I. Development Trends in the Limited-Service Mid-Scale Hotel Industry in December
1. On December 9, Plateno Group officially announced the launch of its standalone travel app “Plateno Trip.” Plateno Trip is a user-centric, hotel-based mobile internet travel social commerce application that allows users to purchase hotel products, travel products, and more via the app.
2. On December 24, Hilton Garden Inn’s first store in China, “Sanya Bay Hilton Garden Inn,” officially opened. Since entering the Chinese market in October 2014, Hilton Garden Inn has seen rapid growth in China. It is reported that Garden Inn will continue its expansion in 2016, with plans to open over ten new stores in China. [Details]
II. Analysis of the Brand Influence of Limited-Service Mid-Scale Hotels in December
(I) Top 20 Brands on the Limited-Service Mid-Scale Hotel Brand Ranking
Click to view the full list of the December Limited-Service Mid-Scale Hotel Brand Ranking
(II) Top 10 Brands in Refined Index Categories of Limited-Service Mid-Scale Hotels
1. Top 10 Search Index Rankings for December
2. Top 10 Media Index Rankings for December
3. Top 10 Public Opinion Index Rankings for December
4. Top 10 Operational Index Rankings for December
(III) Overview of Brand Changes
1. Top 5 Brands with the Largest Month-on-Month Increases and Decreases in Limited-Service Mid-Scale Hotels
Overall, compared to November, 36 limited-service mid-scale hotel brands saw an increase in their brand index this month, while 33 brands experienced a decline.
In terms of month-on-month growth in brand index, Hilton Garden Inn ranked first with a 266.51% increase; Homeinns Select ranked second with an 82.46% rise; the third to fifth spots for growth were taken by Yishang, Chengpin, and Xian, with increases of 53.37%, 47.25%, and 45.01% respectively.
In terms of month-on-month declines in brand index, Lifen experienced the most significant drop at 37.91%; Shuxiang Manor came in second with a 27.41% decline; the third to fifth spots for decline were held by Urban Garden, Zhimao, and Han Gao Boutique, with drops of 23.12%, 18.08%, and 17.60% respectively.
2. Top 5 Brands with the Largest Rank Changes in Limited-Service Mid-Scale Hotels
In terms of brand rankings, 24 brands rose in rank in December, while 41 brands declined and 4 remained unchanged.
Specifically, among the brands that improved their rankings, Hilton Garden Inn ranked first with a 38-place jump; Homeinns Select followed closely, moving up 31 places from the previous month. Xian, Chengpin, and Jinshi Business ranked third to fifth, rising 28, 20, and 17 places respectively.
Among the brands that dropped in ranking, Urban Garden had the sharpest decline, falling 26 places from the previous month. Zhimao ranked second with a 21-place drop. Han Gao Boutique, Element, and Lifen ranked third to fifth in the decline list, dropping 17, 16, and 11 places respectively.
Appendix: Full List of Limited-Service Mid-Scale Hotel Brand Index Rankings for December 2015
III. Report Summary
1. Introduction to the Brand Development Report
The China Hotel Industry Brand Development Report is an analytical report exclusively released by the MTA (Magnus Tourism Academy), based on data from the MTA Brand Index (MBI). This report compares and analyzes nine types of brands: international luxury hotels, domestic luxury hotels, boutique hotels, full-service mid-scale hotels, limited-service mid-scale hotels, economy hotels, budget hotels, serviced apartments, and guesthouse homestays.
Each report is divided into three sections: The first section outlines the development overview of the tourism and hotel industry for the month, focusing on the macroeconomic environment, newly released policies related to the tourism and hotel industry and their impacts, as well as industry trends and changes; the second section publishes the monthly brand ranking and a summary analysis of index changes; the third section analyzes the brands with the greatest gains and those under special focus on the ranking.
Note: The Brand Ranking regularly ranks over a hundred monitored brands and is published monthly, providing a clear reflection of the monthly trends in brand index changes.
2. Introduction to Meadin Brand Index MBI
The Meadin Brand Index MBI (Hotel Brand Section) is an exclusive indicator released by Meadin.com, reflecting the influence of hotel brands on the internet and mobile internet over a certain period. It serves as a reference for enterprises and industry professionals in analyzing brand communication and marketing management. The Meadin Brand Index MBI mainly evaluates a brand's influence on the internet and mobile internet from four dimensions: search index, public sentiment index, operation index, and media index. This is a free data analysis service provided by Meadin.com based on the “Meadin Brand Index Monitoring System” (MBIMS) independently developed by the Meadin Tourism Research Institute.
3. Calculation Formula for Meadin Brand Index MBI
MBI = a*SI + b*PI + c*OI + d*MI
Note: MBI refers to the Meadin Brand Index data of a specific brand; a, b, c, and d refer to the weighting coefficients in the system; SI (Search Index) refers to the search index; PI (Public Sentiment Index) refers to the public sentiment index; OI (Operation Index) refers to the operation index; MI (Media Index) refers to the media index.
Note: Enterprises or individuals may use brand index data to monitor and forecast brand development, but the Meadin Brand Index cannot be equated entirely with a brand’s overall development.
Search Index: The weighted sum of positive searches for brand-related keywords on major search engines over a certain period.
Public Sentiment Index: User reviews of hotels under the brand during a certain period.
Operation Index: The operational performance of a hotel brand on the internet and mobile internet during a certain period, such as official website traffic, app download volume, and Sina Weibo search impressions.
Media Index: The number of news reports related to brand keywords in 126 media outlets (including 102 mass media and 24 industry media) over a certain period.