SHANGHAI, Nov. 12, 2024 /PRNewswire/ -- Recently, Aman Hotel - Hangzhou Flagship Store, a mid-to-high-end hotel brand of First Travel Home, was successfully launched. How does Aman Hotel accurately capture the needs of the business and leisure crowd? How will BTS Ruijia lead Aman to break into the mid-to-high-end hotel market? The unveiling of the Hangzhou flagship store may reveal the answer.

Aman Hotel Hangzhou Flagship Store

Part One

Aman's specialties unlock the "new translation" of business and leisure hotels.

Walking out of the subway station and through the cascading greenery, the Aman Hotel Hangzhou Flagship Store stood in front of you across the street. Different from the color system of the surrounding buildings, the wooden grille design makes people feel more intimate. Walking into the hotel lobby, the overall design of green logs and environmental protection style makes people unconsciously relax and wash away the fatigue of traveling.

Before you have time to ponder over the punch card column at the entrance, you will be warmly welcomed by the staff of Aman Hotel to the seventh floor of the hotel. Following the light streaming into the building, one can see the spacious and brightly designed restaurant.

Walking into the restaurant, the sunlight pours through the glass of the light well, and the restaurant seems to be connected with nature under the reflection of light. Unlike other hotels, Aman's food and beverage display is strictly divided into zones, with low-calorie and high-fiber zones, enjoyment zones, and high-quality carbohydrates zones, to ensure a healthy lifestyle.

Pushing open the door of the meeting room, the tables and chairs are neatly arranged in the spacious space, and the standing sign on the table also shows that a relevant business meeting has been booked in the afternoon.

Further inside is the gym, which is still full of green and the first to open the sensory "boot button". On closer inspection, you can see that the ordinary mirror is actually an interactive fitness "magic mirror". According to the staff, Case Aman Hotel has introduced the SWITCH physical game in a unique way, and the brand's unique "Case Leap" guest rooms are also equipped with intelligent and interactive "magic mirror".

After going up the stairs and through the corridor, the figure of "magic mirror" was found in the guest rooms of Caiyue. And its "side by side" there is a row of neatly placed fitness equipment. The staff said, "Healthy and fashionable, leisurely Aman" is the value proposition that Aman Hotel has always been upholding, so the hotel has a large part of the lifestyle reflected in the hotel.

As the "leader" of the business and leisure track, how does Aman Hotel accurately capture the needs of the business and leisure crowd? With curiosity, from the moment you step into the hotel, a sense of relaxation and ease is the answer that emerges.

As the "main stage" of leisure and socializing, the multi-faceted social area, the "main battlefield" of business work, the conference room, and the "main position" of the gym seem to be just the "basic translation" of Aman as a business and leisure hotel. The further exploration led by the staff is an immersive journey about the sense of relaxation, atmosphere, existence, originality and socialization.

The traditional five senses are used to create products and services associated with a brand by stimulating the consumer's senses of sight, smell, taste, hearing and touch. With the continuous upgrading of consumer demand, the traditional five senses can no longer meet the needs of consumer experience, the "new five senses" came into being. Compared with the traditional five senses, the "new five senses" can not only provide a more detailed and comprehensive experience, but also meet the diversified needs of business and leisure target customers.

The unconscious calmness and relaxation at the moment of stepping into the hotel is attributed to the "sense of relaxation"; the poetic association in the mind when looking up from the hotel restaurant to the guest room balcony depends on the "sense of ambience"; the clear brand memory given by the green log environmental protection wind is attributed to the "sense of presence"; and the open setting of the meeting room, gymnasium, tea-break area, restaurant and other venues is the interpretation of the "sense of socialization".

"So where does the sense of originality come into play?" The staff said, perhaps you can go out to see. The Aman Hotel Hangzhou flagship is located on the beautiful Xizi Lake, just 1.7 kilometers away from the lake. At the end of a tiring day's work, a fifteen-minute walk will enable you to enjoy the glistening waters of the West Lake, which can be felt through the greenery and smoky air of Jiefang Road. Connecting with the city's natural veins and becoming part of the urban experience is what is known as a "sense of originality".

When you are busy, you can walk into the hotel for business negotiations, when you are not busy, you can walk out of the hotel to feel the unique charm of the city, and experience healthy life travel in the rhythm of nature. With the "new translation" of business and leisure, Aman Hotel meets the diversified needs of business and leisure people and wins the business and leisure track. Breaking the curiosity, with the feeling and understanding of the "new five senses", this trip is also considered a full return, which is a pleasant surprise.

Part Two

The investment value behind the power of the brand in general

In today's era of industrial upgrading and market changes under the dual drive, the hotel industry into an unprecedented "involution" vortex, and the major brands in the mid- to high-end wine and travel track is the "king of the roll" in the "king of the roll". As a mid-to-high-end business and leisure hotel brand under BTS Ruijia Hotel Group, Aman Hotel has unlocked the "new translation" of business and leisure hotels with its own characteristics, and has become a leader in the business and leisure track. Whether it is based on the powerful Shouyou Ruijia Hotel Group behind it, or on its own, the strong brand power of Aman Hotel contains the general investment value of "Aman".

Aman Hotel Hangzhou Flagship Store

A hotel product model that better meets the needs of investors

The volatility and uncertainty of the global economy have made hotel investors more rational and cautious in their decision-making, and better returns at more conservative costs have become their core demand.

It is reported that the cost of a single room at Aman Hotel is around 120,000-140,000 RMB. Compared with the vast majority of mid- to high-end hotel brands in the market, where the cost of a single room can easily exceed 150,000 yuan, Aman Hotel has fully leveraged the platform integration advantages of the Shouyou Ruijia Hotel Group to minimize its investment costs. If it is in third or fourth-tier cities, the cost of a single room will be further reduced.

Relying on the BTS Ruijia Hotel Group's all-dimensional management platform advantages, operation and management support throughout the entire life cycle of the project, digital information management back office, rigorous and efficient financial management platform, as well as talent resource advantages, can help investors realize "save money, save time and save heart".

Secondly, with the supply chain system, construction management assessment system, and new materials and techniques developed by Shouyou Ruijia Hotel Group, Aman Hotel has optimized and simplified the interior styling of guest rooms, further reducing the construction cycle and significantly lowering the cost of construction and the investment cost of a single room.

Finally, Aman Hotel has also thoughtfully considered the demand for products and upgrades in the next 5-10 years, replacing the underlying product logic under the premise of guaranteeing the brand's stylistic tone, improving the assembly rate, using new materials, and realizing sustainable and high-quality development.

Value endorsement of head membership system

In the face of the market's booming demand for wine and travel consumption and fierce competition for stock, for hotel investors, the gold content of hotel group membership is still rising, behind which is the value that the scale and loyalty of the members bring to the franchisee. This is also driving hotel groups to continuously refine their membership programs, and BTS Rujia is one of the "kings of the roll" in the membership field.

In 2023, BTS Ruijia upgraded its RuLIFE Club points to "Rainbow Wish Beans", a brand-new way of playing, which has opened the barriers between hotel accommodation, ecological consumption and interactive social scenes, and brought about all-around improvement in the frequency of members' interaction, stickiness and loyalty, as well as the perception of members' value and rights. Up to now, the number of NuLIFE Club members has exceeded 183 million.

LIFE Club

RuLIFE Club has been committed to broadening the boundaries of membership rights and benefits in all aspects, not only continuing to launch new cooperation with platforms and brands such as Jingdong, DDT, and Lemony Snacks, but also effectively increasing the activity of RuLIFE Club's members and the frequency of their stays through the brand cooperation with the movies under the banner of Happy Mahua and the Taihu Lake Bay Music Festival and other big hit IPs. At the same time, LIFE Club is also committed to continuously exploring more youthful and creative multi-faceted interactive games, which are highly favored by young consumers and have brought about a jump in membership value. In the long run, this increase in membership value not only empowers brands and individual stores, but also brings real money to investors.

Value proposition based on consumer demand as "nutrients

In the future battle of business and leisure hotel brands, the value proposition of keeping up with the times will play a great power. The business and leisure circuit, which was born in response to consumer demand, will continue to emerge as a fresh force, and it is particularly important to keep its value proposition fresh and to maintain its brand's distinctive personality among the many choices.

Compared to other brands, Aman Hotel, with its core value proposition of health, fashion and relaxation, takes consumers' needs and aspirations as its "nourishment", and its value proposition is destined to last for a long time to come. At the same time, the combination of the "new five senses" creates the characteristics of Aman that are more in line with consumer tastes, making it clearly recognizable on the business and leisure circuit, while also attracting more travelers who "resonate with the same frequency". The value proposition based on consumers' spiritual needs forms a stable spiritual bond between the brand and consumers.

Accurately "gauging" consumers is the first key to unlocking the investment value of a brand.

Part Three

Continuing to develop the mid-end and high-end - the "chess game" of BTS Rujia

As the economy continues to grow and consumers' living standards improve, the mid-to-high-end hotel market is seeing unprecedented development opportunities. In recent years, domestic and foreign head hotel groups have shown the importance of mid- to high-end brands. The steady style of BTS Ruijia has unknowingly laid down its own "chess game" in the mid- to high-end hotel market with its rich brand portfolio.

According to BTS Ruijia's public brand matrix, the group's nearly 20 brand series, from high-end luxury to comfort, has almost covered all the accommodation market. In the current hot mid-range and high-end hotel category, BTS Ruijia has already laid out a series of brands with diversified styles.

Among these brands, Jianguo Puyin focuses on the culture and aesthetics of new Chinese style, allowing guests to experience the urban seclusion space in an immersive way. Hoyi to Shang focuses on the young business crowd with its Art Deco artistry and modern urban business style. Jianguo Platinum Cuisine emphasizes the high quality of the national style and exquisite lifestyle. From this, it can be seen that the first travelers such as home in the middle and high-end brand building for product power shaping and brand differentiation of importance. The launch of the Aman brand in 2023 will further enrich BTS Ruijia's product offerings in the mid-to-high-end market and land a heavyweight chess piece on the rising leisure and health theme track, forming a more solid mid-to-high-end brand matrix.

BTS Ruijia's focus on the mid-to-high-end market has also brought it continuous brand structure optimization. According to the just-released Q3 2024 financial report, BTS Ruijia opened 124 new mid-to-high-end hotels during the reporting period, an increase of 51.1% year-on-year, and its long-term layout and investment in the mid-to-high-end segment has achieved remarkable results. The long-term layout and investment in the mid- to high-end segment has been effective. The competitiveness of BTS Ruijia in the mid- to high-end hotel market is further revealed by its steady and steady efforts.

In the era of accelerated life, Aman Hotel has explored the balance point of combining business and leisure in a new posture, unlocked the "new translation" of business and leisure hotel brand with Aman characteristics, and demonstrated the sustainable investment value behind its brand power. In the mid- to high-end hotels, which is the coveted "new fertile land", how will Aman Hotel blossom into a breakthrough as a newcomer? Let's stay tuned!