An obvious difference between entertainment consumption and guest room and restaurant consumption is that entertainment consumption, as a part of people's spiritual enjoyment, has great flexibility. In the hotel industry, 20% of joint ventures and foreign-funded hotels account for 80% of the entire hotel industry. One of the most important reasons is that these 20% hotels monopolize more than 90% international business travelers and other types of overseas tourists. Besides accommodation, the guest has strong consumption ability in catering, entertainment and shopping, which makes full use of the overall operating facilities of the hotel and promotes the overall operating performance of the hotel. Other 80% domestic hotels are mainly domestic tourists. The vast majority of these tourists spend in hotels mainly to meet basic consumption needs such as basic accommodation, while catering in hotels,
Entertainment consumption is very small. Therefore, the structure of tourists determines the consumption capacity, which in turn affects the consumption level of hotel recreation projects.
Secondly, the different positioning of leisure function reflects the different status of leisure hotels.
In the process of hotel management, the leisure and entertainment function of the hotel was originally established according to the demand of westerners to pursue health and relieve work pressure. For a long time, due to the insufficient demand of domestic customers for hotel entertainment facilities, most of the hotel entertainment facilities are idle, and the hotel entertainment department has always been in a subordinate position. Some hotels belong to the lobby, and some belong to the inn department. In recent years, with the increase of domestic per capita disposable income and disposable time, people's demand for higher-level spiritual consumption such as leisure, entertainment and fitness is also increasing. People are more and more aware of the importance of entertainment, and more and more people make happy investments in entertainment. Entertainment is changing people's lives in different areas. In order to meet this demand, some hotels in China timely adjusted the positioning of the hotel entertainment market. Recreation department is not only gradually independent from its affiliated departments, but also becomes a professional management department, an important department in parallel with rooms, restaurants and other departments, and also operates for the local market, making hotel recreation projects a representative place for local consumption. For example, Moonlight Entertainment City of Shenzhen Sanjiu Hotel has been the first choice of Shenzhen people for its interesting, novel and exciting entertainment content in recent years. Sunshine Hotel Sunshine Club provides member services for Shenzhen locals with its fitness, leisure and elegance. The recreation center of Donghua Holiday Hotel, with its high-standard service and scale characteristics, has also become a place for people to adjust their body and mind, recover their physical strength and cheer up. No matter what type of hotel, as long as the leisure and entertainment functions are located reasonably and accurately from the market demand, the leisure and entertainment functions of the hotel will conform to the trend of the times. In the current meager profit environment, hotels can constantly innovate and launch special projects that meet the market demand, so that the hotel's entertainment facilities can be fully utilized and become an important source of hotel business income.
Third, the choice of entertainment projects affects the profitability of hotel entertainment.
In the past, hotel operators did not attach importance to entertainment management, so they followed the trend in project selection. What is popular in the market, what is the main business, and the content is the same, which artificially causes the difficulty of hotel entertainment management. Only the necessary fitness facilities, such as gymnasiums, swimming pools, beauty salons, etc., are reserved in the new star classification and evaluation of hotels in China. Most of the contents of entertainment items and entertainment facilities are adjusted to bonus items, which gives the hotel a great choice in the setting of entertainment items. The hotel can not only choose the ballroom, concert hall, projection TV, mini cinema, karaoke hall, nightclub ballroom, local folk performances, such as tea ceremony, folk songs, folk dances and other entertainment projects, but also choose tennis court, bowling room, billiards room, table tennis room, golf driving range, shooting range or archery range, skating rink, diving or surfing, yacht, children's recreation room, indoor swimming pool and other sports projects. This will guide the hotel to provide basic entertainment services, and at the same time, the hotel will choose special services in different places, stores and time periods, thus forming a characteristic operation. For example, due to the limited space of business hotels in the city center, it is impossible to set up a large area of country golf, but in order to meet the growing demand of golf enthusiasts. Consider building a small golf course or an indoor simulated golf driving range. Hotels in cold areas are generally not suitable for building outdoor swimming pools, because due to the influence of climate and seasons, outdoor swimming pools can only be opened in June, July and August in a year, and the utilization rate is low. The operating mechanism of the market is the survival of the fittest, and the competitive pressure will always drive hotels to choose leisure and entertainment projects reasonably and realize the optimal allocation of resources.
Fourth, the characteristics of entertainment projects reflect the trend of modern hotel management.
Although modern star hotels are divided into "concentrated society" or "pocket society". Rooms, restaurants, entertainment and other services in the hotel basically meet the convenience of customers' work and travel. However, due to the limitation of operating space and other conditions, hotels must form their own characteristics in entertainment management.
First of all, the position of the recreation department is becoming more and more important. Recreation department is one of the important signs of high-star hotels. At present, in order to meet the needs of competition, hotels constantly introduce new entertainment equipment and improve service facilities, which puts higher and higher requirements on the management standards and functions of entertainment departments. The management content of the hotel recreation department also changes with the expansion of the scale. In the operation of the hotel, higher requirements are put forward for the function of the recreation department. Leisure and entertainment must improve the profitability of various leisure and entertainment projects in hotels as much as possible, and at the same time reduce the consumption of energy, raw materials, accessories and manpower as much as possible.
Secondly, entertainment projects are the embodiment of the hotel's characteristic management. The key to the hotel's differentiated management strategy is to introduce distinctive products that are different from competitors and create more value for customers. Leisure projects are an important part of the hotel's personality and outstanding style, which embodies the cause and uniqueness of the hotel, is conducive to the formation of a distinctive hotel brand, and finally wins market recognition. Laoshe Teahouse in Qianmen Hotel in Beijing shows the traditional cultural image of China featuring Peking Opera. The Radisson Plaza Hotel Hangzhou Tiancheng successfully established the unique brand image of Hangzhou Modern Opera House.
Thirdly, entertainment projects have extended the stay time of tourists and improved the reception capacity of hotels. Hotel entertainment projects not only provide places for holiday guests to relax, play and socialize, but also provide basic conditions for business guests to exercise. The hotel's unique leisure and entertainment projects have enriched the hotel's content and formed a unique market attraction. For example, interactive multimedia games, karaoke on demand, online games, video on demand, pay TV, music and theater play, channel rental and other entertainment projects have been added to the rooms of business hotels, which has improved the room occupancy rate, extended the stay time of passengers and increased the hotel's income.
Five, the poor recreational environment leads to the risk of hotel management greater than the opportunity.
At present, China's laws and regulations on recreation management can't keep up with the development of recreation, or even lag behind. It leads to the blindness of the management of entertainment operators and the arbitrariness of law enforcement punishment. The poor business environment of hotel recreation leads to high business risks, which makes some hotel owners' business behavior short-term, either not developing recreational business projects, or taking advantage of legal loopholes to engage in speculative business, or even engaging in some illegal marketing activities.
6. The diversity of entertainment management mode reflects the diversity of hotel management.
In order to maximize the economic benefits, different types of hotels are constantly introducing novel and attractive entertainment projects, while exploring feasible management systems to standardize and manage the operation of entertainment projects. At present, there are three common management modes in the leisure and entertainment department.
The first and most common is the traditional self-management mode. The people, finances, goods and all businesses of the Recreation Department are managed by the hotel. The advantage of this model is that hotels can make unified planning and coordinated development according to their own development needs, while the disadvantage is their poor ability to adapt to market changes, which is one of the reasons for the poor profitability of most hotels' entertainment operations.
Secondly, outsourcing management mode. The hotel outsources the amusement operation to a professional enterprise for operation management, that is, it buys the services of a third party, rather than the internal staff of the hotel to complete these tasks. This helps the hotel to focus on its competitive core business. Companies engaged in professional amusement management are not only reliable, professional, forward-looking and systematic in project management, but also can reduce operating costs and be more sure than doing it themselves. Some affiliated or non-main businesses of modern hotels, such as beauty salons and dance halls, include external enterprises. Hotel outsourcing is a popular management mode abroad, and it has also become the development trend of China hotel industry. However, outsourcing should choose service enterprises or institutions with obvious professional characteristics and certain popularity.
The third is the independent entity management model. When the independent business volume of recreation department is relatively large and the market influence is great, in order to facilitate the development of recreation business, recreation is independent from hotels, and exists as a new joint venture company, stock, or as an independent entity such as a hotel subsidiary, such as an independent club model to operate recreation business. In this way, the hotel can turn the risk or uncertainty of entertainment operation into a normal and predictable environment.
In a word, due to the renewal of people's ideas and the change of aesthetic taste, hotel operators should transform those projects whose entertainment forms are monotonous and whose contents are not favored by consumers, deepen their connotation and broaden their extension, so as to better meet the needs of guests in form and content.