November 2014 China Hotel Industry Brand Report Summary

　　In November, the MTA Tourism Research Institute monitored a total of 159 hotel brands, including 47 international brands, 31 domestic brands, 31 economy brands, 30 mid-scale brands, and 20 boutique brands.

　　Of all the brands monitored this month, a total of 82 brands saw a month-on-month increase in their brand index, accounting for 51.57% of the total number of brands. Among the rising brands, 32 were international brands, making up 39.02%; 16 were domestic brands, accounting for 19.51%; 8 were economy brands, making up 9.76%; 16 were mid-scale brands, accounting for 19.51%; and 10 were boutique brands, accounting for 12.20%. In terms of proportion, among the various types of hotels monitored, international brands had the highest number of brands with a month-on-month increase in their brand index in November. This indicates that the international brands had relatively noticeable marketing effectiveness this month.

　　In terms of brand index, the total brand index of international brands in November was 1178.93, up 2.76% month-on-month. The total brand index of domestic brands was 303.12, down 9.59% month-on-month. The total brand index of economy brands was 569.62, down 13.21% month-on-month. The total brand index of mid-scale brands was 153.92, down 8.07% month-on-month, and the total brand index of boutique brands was 116.82, down 11.59% month-on-month. In terms of the total brand index across all types of hotels, only the international brands saw an increase in their total brand index in November compared to October, while other domestic brands, economy brands, mid-scale brands, and boutique brands all declined compared to September, with the economy brands seeing the largest decline in total brand index.

　　In terms of specific brands, among international brands, the Argyle brand index saw the fastest month-on-month rise, at 176.00%, followed by Carey Huasheng and Hilton Garden Inn, which rose 166.67% and 88.16% respectively. Kempinski, Waldorf Astoria, and Wyndham ranked as the top three in terms of decline, with drops of 42.90%, 37.67%, and 30.53% respectively.

　　Among domestic brands, Plateno Finno, Country Garden Phoenix, and Orange Crystal ranked as the top three in terms of month-on-month growth, with increases of 69.40%, 56.06%, and 31.43% respectively, while Manxin, Xi's, and Liang A ranked as the top three in decline, with decreases of 6.11%, 44.26%, and 41.34% respectively.

　　Among economy brands, City Home, Yayue, and Shangkeyou ranked as the top three in terms of month-on-month growth, with increases of 141.42%, 57.60%, and 7.72% respectively, while Jin Guang Express, Haiyou, and Baishi Express ranked as the top three in decline, with decreases of 75.78%, 71.58%, and 59.28% respectively.

　　Among mid-scale brands, U, Lohas, and Tao Motel ranked as the top three in terms of month-on-month growth, with increases of 96.30%, 94.30%, and 75.00% respectively, while Starway, Junyi, and Aloft ranked as the top three in decline, with decreases of 65.50%, 45.00%, and 35.60% respectively.

　　Among boutique brands, Huajiantang, Baimianlian, and Shuxiang ranked as the top three in terms of month-on-month growth, with increases of 317.58%, 113.95%, and 60.53% respectively, while Andaz, Royal Yard Inn, and Meichongge ranked as the top three in decline, with decreases of 55.75%, 53.15%, and 50.40% respectively.

　

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