Brand Analysis
Huang Qiquan of Huazhu revealed that due to the unique nature of the hotel industry, the physical form of hotels will not disappear. Relying solely on online platforms to drive offline services presents many challenges, and he believes the future trend will involve offline services driving online optimization. Currently, Huazhu is experimenting with an O2O2O model—sharing offline experiences online and then feeding insights back offline.
Huang Qiquan proposed the O2O2O model mainly in response to the intense competition and rapid reshuffling in the internet and mobile internet sectors, as well as the short lifecycle of enterprises. Amid these challenges, traditional businesses still have unique advantages—but they must build those industries with an internet mindset.
Another challenge is that as apps become more widespread, OTAs continue to innovate by creating comprehensive service platforms as well as mobile portals. In such an environment, standalone hotel brand apps are unlikely to remain on users’ phones. The proportion of OTA services will continue to rise, so hotels must take appropriate measures to meet this challenge.
Every revolution in information technology brings boundless possibilities to the business world, but also triggers fears of transformation crises and being left behind. Especially for service-oriented products like hotels, where the quality difference is hard to judge and firsthand experience is limited, the O2O2O model offers distinct advantages. Locations with frequent customer interaction can gather the most personalized needs, and when this information is shared online, it simplifies communication and makes the experience smoother and more enjoyable.
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