论中国精选服务酒店商业合作协议和目标发展量,万豪均逊色于希尔顿 (中国精选服务业增长,第一部分)

2017年3月,万豪执行副总裁兼全球发展官Tony Capuano告诉投资者,国际精选服务可能是公司未来房间增长最具吸引力的机会之一。[1] 万豪在世界上人口最多的国家-中国发展精选服务是决定国际精选服务增长的核心。

2016年,万豪签署协议,决定在中国发展其万枫酒店精选服务品牌。 使用当地酒店连锁集团为合作伙伴与希尔顿为发展其汉普顿品牌所做出的类似商务交易如出一辙。 然而,万豪的交易是在希尔顿酒店交易达成的两年后,而且,希尔顿提议发展的酒店的数量超过万豪酒店提议数量的两倍。

这样的差距对万豪中国精选服务业增长前景释放出什么样的信号?

通过与中国最大的经济品牌合作,汉普顿品牌得以迅猛扩张。

2014年10月,希尔顿宣布与铂涛集团签署了一项授权协议,以在中国开发汉普顿品牌。[2] 据希尔顿集团称,铂涛集团在中国300个城市拥有3,000多家酒店,以及拥有8000万会员的中国最大的酒店忠诚度计划。[3] 在一份2016年发布的新闻稿件中,希尔顿表示该公司计划在十年内开张400个汉普顿酒店。[4]

自2015年12月开设第一家酒店以来,希尔顿汉普顿的数量级在急速增长,[5] 现希尔顿在其网站上已列出了29个中国汉普顿酒店。[6] 2018年3月,希尔顿和铂涛集团宣布他们已在中国签署了第200家酒店协议。[7] 希尔顿宣布,预计2018年将在中国另开业50家汉普顿酒店。[8]

中国万豪万枫酒店的屏幕截图,5/31/18 [9]

中国希尔顿汉普顿酒店的房产截屏,5/31/18。[10] 数字表明每个地点的汉普顿酒店数量。

万豪以寻求商业合作来建立万枫酒店品牌的战略与希尔顿的品牌交易如出一辙,但目标没有那么雄心勃勃。2016年2月,万豪宣布与东呈国际集团(前身为东方皇冠酒店集团)达成开发协议,协议联手在中国引进“Fairfield by Marriott®”(万枫) 酒店品牌。 该协议的目标是在五年内签署140家酒店,其中100家预计将于2021年开业。[11]

第一家万枫酒店于2017年7月开业。[12] 12月,万豪表示,另有8家万枫酒店计划在2018年在中国开业。[13] 截至2018年5月,三家已开业的万枫酒店已列在万豪网站上,还有另外一家酒店待6月开业[14]

万枫酒店发展落后于汉普顿酒店弥合差距的计划是什么?

根据希尔顿和万豪宣布的品牌目标,汉普顿将继续拥有比万枫更大的影响力。

投资者应当询问以下有关万豪在中国的精选服务增长的问题:

  • 为什么万豪等待两年才建立类似希尔顿交易的商业伙伴路径?
  • 为什么万豪酒店预计发展的万枫酒店数量远低于希尔顿预计发展的汉普顿酒店数量?
  • 万豪将为其在中国的另一个服务品牌寻求类似的合作协议吗?

 

[1] Transcript of 2017 Security Analyst Meeting, Marriott International, 3/21/17, p. 37. http://files.shareholder.com/downloads/MAR/4828073936x0x935483/44036211-62F7-4112-80D6-E1218E591E06/MAR_SAM_Transcript_FINAL_3-21-17.pdf.

[2] “Hilton Worldwide Signs Exclusive License Agreement for Major Expansion Of Hampton By Hilton Hotels In China,” Hilton Worldwide, 10/30/14 (from Google Cache, page cached 5/28/18). http://webcache.googleusercontent.com/search?q=cache:NRE0BAqa8MgJ:newsroom.hilton.com/index.cfm/news/hilton-worldwide-signs-exclusive-

[3] “Hilton Worldwide Signs Exclusive License Agreement for Major Expansion Of Hampton By Hilton Hotels In China,” Hilton Worldwide, 10/30/14 (from Google Cache, page cached 5/28/18). http://webcache.googleusercontent.com/search?q=cache:NRE0BAqa8MgJ:newsroom.hilton.com/index.cfm/news/hilton-worldwide-signs-exclusive-

[4] “Hampton by Hilton Expands in China” [Infographic], retrieved 4/23/18. http://newsroom.hilton.com/assets/HAMP/images/newsroom/2016/Q1/Mar/HamptonChinaInfographic_HR.jpg. Infographic accessed from “Hampton By Hilton Opens Flagship Hotel In China,” Hilton News Room, 3/25/16. http://newsroom.hilton.com/index.cfm/news/hampton-by-hilton-opens-flagship-hotel-in-china.

[5] “The Hampton By Hilton China Story,” Hampton by Hilton Global Media Center, retrieved 4/23/18. http://news.hampton.com/index.cfm/misc/china.

[6] Profiles of Hampton China properties, retrieved 5/31/18. http://newsroom.hilton.com/hampton/properties.

[7] “Hilton and Plateno Reach Major Milestone for Future Hampton by Hilton Hotels in China,” PR Newswire, 3/21/18. https://en.prnasia.com/releases/apac/hilton-and-plateno-reach-major-milestone-for-future-hampton-by-hilton-hotels-in-china-205286.shtml.

[8] “Hampton by Hilton Begins 2018 Welcoming Seven New Properties; Announces More Than 580 Hotels in the Global Pipeline,” Hampton Global Media Center, 2/23/18. http://news.hampton.com/index.cfm/news/hampton-by-hilton-begins-2018-welcoming-seven-new-properties-announces-more-than-580-hotels-in-the-global-pipeline-.

[9] Hotels in China filtered by brand: Fairfield Inn and Suites (map view), Marriott.com, retrieved 5/31/18. http://www.marriott.com/search/filterSearch.mi.

[10] Hampton by Hilton properties (map view), retrieved 5/31/18. http://newsroom.hilton.com/hampton/properties

[11] “Marriott International and Eastern Crown Partner to Launch “Fairfield by Marriott®” a New Affordable Mid-range Hotel for Travelers Across China,” Marriott News Center (press release), 2/17/16. http://news.marriott.com/2016/02/marriott-international-and-eastern-crown-partner-to-launch-fairfield-by-marriott-a-new-affordable-mid-range-hotel-for-travelers-across-china/.

[12] “The Fairfield by Marriott Brand Premiers in China with Fairfield by Marriott Nanning Nanhu Park,” Marriott News Center (press release), 7/11/17. http://news.marriott.com/2017/07/fairfield-marriott-brand-premiers-china-fairfield-marriott-nanning-nanhu-park/.

[13] “Marriott International’s Select-Service Hotels Tier Are Primed For Unprecedented Growth In Asia-Pacific With Exciting New Openings In 2018,” Marriott News Center (press release), 12/13/17. http://news.marriott.com/2017/12/marriott-internationals-select-service-hotels-tier-primed-unprecedented-growth-asia-pacific-exciting-new-openings-2018/

[14] Hotels in China filtered by brand: Fairfield Inn and Suites, Marriott.com, retrieved 5/31/18. http://www.marriott.com/search/filterSearch.mi.