Due to the well-known controversy, Dongguan’s hotel industry experienced a harsh winter last year. Many hotels were severely impacted, with business suffering greatly. “Houjie has never been as quiet as it is now—the foot traffic has dropped by 50–60% compared to the past.” Mr. Li, a local motorbike taxi driver, lamented how tough business has become. The low point of Dongguan’s situation truly made people feel the chill in the air. But there is one hotel, bearing the label “Dongguan,” that has still maintained its original character, attracting batches of both new and returning guests. In fact, in December 2014, it topped the sentiment index with a score of 96.7, outperforming the cities of Chengdu and Hangzhou.
Service quality is the key
“Good service” is another hallmark of this hotel. The details reveal the truth—a hotel’s level of service often reflects the star rating it aspires to. For vacationing guests, the quality of service can be judged by facilities and hardware, but for business travelers, the comfort of pillows and the quality of toiletries in the bathroom may matter more than the physical infrastructure. “We were quite satisfied that the hotel uses Shiseido shampoo and body wash.” For guests, whether the hotel puts thought into its service is something they can clearly sense. Moreover, guests noted, “The hotel is old, but the equipment is well maintained.” It seems that the impression left by the service is what matters most to customers.
In 2015, hotels in Dongguan’s Houjie district had largely reached market saturation. The hotel industry will undergo renewal and upgrading, with less competitive hotels exiting the market and a new batch quietly emerging. The “yellow controversy” provided the Dongguan hotel industry with an opportunity for restructuring and reshuffling—bringing both crisis and hope.