I. Overview of the Development of the Limited-Service Mid-Scale Hotel Industry in September
1. Latest Industry Developments
(1) On September 19, as CYTS Holdings reviewed and approved the “Proposal on Agreeing to the Subsidiary CYTS ShanShui Hotel Investment Management Co., Ltd.’s Application to Prepare for Listing on the National Equities Exchange and Quotations,” CYTS ShanShui will accelerate its preparation for a new third board listing.
(2) News on September 25 stated that Plateno Group’s “Open Hotel Brand Incubation Platform” has newly launched three hotel brands: “Chengpin,” “Pinle,” and “Ruichen,” all positioned in the mid-scale hotel market.
(3) On September 29, the 100th global Aloft hotel — the Aloft University City in Texas, USA — officially opened. The hotel will trial innovative technologies such as virtual reality, 3D food printing, and smart wake-up calls. Currently, Aloft is rapidly expanding in major global markets, with eight more hotels set to open before the end of the year.
II. Analysis of the Influence of Limited-Service Mid-Scale Hotel Brands in September
1. Top 20 Limited-Service Mid-Scale Hotel Brand Rankings
In September, the brand ranking of Ruigan saw a relatively significant rise, moving up 16 places compared to the previous month. At the same time, its brand index also increased to some extent. This month’s brand index was 0.85, up 0.34 from the previous month, representing a month-on-month increase of 150.00%. Specifically, the rise in Ruigan’s brand index and ranking this month was mainly due to the growth of its media index. This month’s media index was 0.65, up 0.64 from the previous month. Additionally, Ruigan’s sentiment index remained flat this month, while its search index and operational index both saw some decline.
Appendix: September 2015 Limited-Service Mid-Scale Hotel Brand Index Rankings
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 Tourism Research Institute, compiled based on MBI (Meadin Brand Index) data statistics. This report selects and compares eight types of brands: international hotels, domestic hotels, full-service mid-scale hotels, limited-service mid-scale hotels, economy hotels, budget hotels, boutique hotels, and serviced apartments.
Each report is divided into three sections: The first section outlines the development of the tourism and hotel industry for the month, primarily describing the macroeconomic environment, newly issued policies related to the tourism and hotel industry and their impacts, industry trends, and changes; the second section publishes the monthly brand rankings and a comprehensive analysis of index changes. The third section analyzes the brands with the greatest rise in the rankings and those under key focus.
Note: The brand rankings regularly rank over 100 monitored brands, with the list published once a month, providing a direct reflection of the monthly trends in brand index changes.
2. Introduction to the Meadin Brand Index MBI
The Meadin Brand Index MBI (for hotel brands) is an indicator data exclusively released by Meadin.com, reflecting the influence of hotel brands on the internet and mobile internet over a certain period. It provides a reference for enterprises and industry professionals to analyze brand communication and marketing management. The Meadin Brand Index MBI mainly analyzes brand influence on the internet and mobile internet from four dimensions: search index, sentiment index, operational index, and media index. This is a free data analysis service provided by Meadin.com based on its independently developed “Meadin Brand Index Monitoring System” (MBIMS).
3. Calculation Formula for the Meadin Brand Index MBI
MBI = a*SI + b*PI + c*OI + d*MI
Note: MBI refers to the Meadin Brand Index data for 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 sentiment index; OI (Operation Index) refers to the operational 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 brand development.
Search Index: The weighted sum of positive searches for brand keywords on major search engines over a certain period.
Sentiment Index: User reviews of hotels under the brand over a certain period.
Operational Index: The operational performance of a hotel brand on the internet and mobile internet over a certain period, such as official website traffic, app downloads, Sina Weibo search volume, etc.
Media Index: The number of news reports related to brand keywords from 126 media outlets (including 102 mass media and 24 industry media) over a certain period.