I. Overview of the International Hotel Industry Development in March
1. Latest Industry Trends
(1) In 2013, Kempinski Hotels achieved record-breaking performance, surpassing the EBITDA (earnings before interest, taxes, depreciation, and amortization) record set in 2012, with a growth rate of 4.9%. Kempinski plans to open 12 new hotels in 2014, including 4 in China. [Details]
(2) In 2014, Wyndham Group will continue its rapid development momentum, with China being a top priority, and will introduce two new brands—Trademark by Wyndham and Planet Hollywood Hotels. [Details]
(3) Carlson Rezidor Hotel Group announced on the 13th its 2013 revenue growth and business development, with group revenues increasing by 4% year-on-year to reach $7.5 billion. Meanwhile, the number of newly signed hotels in 2013 grew by 43% compared to the previous year, making 2013 the fastest year for global business development since 2008. [Details]
(4) Following the successful opening of the 100th Sheraton hotel in the Asia-Pacific region, Sheraton will maintain its momentum, with plans to add 23 new hotels in 2014. In China, a new Sheraton hotel opens approximately every three weeks, with at least 13 more new openings expected by 2017. [Details]
(5) InterContinental Hotels Group’s 2013 annual financial report released in March showed outstanding global performance, with simultaneous growth in revenue and operating profit. The Greater China region continued to lead the industry, achieving further growth in the fourth quarter, with average daily rate per available room up by 2.4%. [Details]
(6) In 2014, the 40th hotel under Thailand’s ONYX Group is set to open. The recently opened Pujiang Yaju in Shanghai and the Amari Buriram in northeastern Thailand have joined the portfolio, with six additional hotel projects also expected to open within 2014. [Details]
(7) Currently, Starwood Hotels & Resorts has 10 Le Méridien hotels in Greater China, with over 16 more Le Méridien hotels set to open across Asia and other regions in the next two years. By 2019, an additional 20 hotels are expected to open, aiming for a global total of 200 hotels by 2025. [Details]
(8) Nowadays, professionals, especially millennials, tend to use mobile devices to communicate with potential employers. Data shows that 70% of job seekers use mobile communication devices to seek career opportunities. To align with this trend, Marriott has launched the industry’s first mobile career website. [Details]
II. Analysis of the Influence of International Hotel Brands in March
1. Top 20 International Hotel Brand Power Rankings
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(1) Brand Index Changes
In March, the Sheraton brand index was 87.53, a decrease of 13.93 from the previous month, representing a 15.92% decline. Detailed data shows that both the search index and media index rose, with the media index seeing the greatest increase. The sentiment index and operational index declined, with the operational index experiencing the steepest drop.
(2) Brand Analysis
Sheraton Hotels & Resorts will add 35 new hotels in 2014, achieving breakthrough growth. Nearly half of these hotels will be located in China, where a new Sheraton opens almost every three weeks. Cities such as Wuhan, Shaoxing, Nanchang, Zhengzhou, and Qingdao will all welcome Sheraton properties, showcasing the brand’s strong growth in second- and third-tier markets. By 2017, at least 13 more Sheraton hotels will open in China.
In 2013, Starwood opened 14 new hotels in the Chinese market, accounting for 20% of its global new openings. In 2013, Starwood signed 152 new hotel management and franchise contracts, about 40% of which came from mature markets, while its growth momentum in the Asia-Pacific, Middle East, and Europe regions has also been increasingly robust. As Starwood’s most influential brand in China, Sheraton will continue to be driven by growth in the Asia-Pacific region.
Beyond China, this emerging market, Sheraton also shows strong growth trends in India. Three Sheraton hotels in Bangalore, Noida, and Chandigarh are set to be completed by the end of 2015. Additionally, within the next year, Sheraton plans to expand into several emerging markets in the Asia-Pacific region, including New Caledonia, Samoa, and Sri Lanka.
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