度身訂造,以本地化贏得優勢: 酒店如何運用本地化策略把握亞洲旅遊熱潮

度身訂造,以本地化贏得優勢: 酒店如何運用本地化策略把握亞洲旅遊熱潮

最新研究涵蓋12個市場中的526間酒店,展示酒店為
亞洲主要客源市場 (包括中國、日本、南韓等) 度身訂造體驗時所採用的策略、
投資回報及面對的挑戰。

最新研究涵蓋12個市場中的526間酒店,展示酒店為亞洲主要客源市場 (包括中國、日本、南韓等) 度身訂造體驗時所採用的策略、投資回報及面對的挑戰。

報告中的數據

我們的專屬研究結合來自亞太區酒店營運商的量化問卷數據、官方旅遊統計及專家訪談,從而了解本地化趨勢及其挑戰。

526間酒店受訪者

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12個亞洲市場

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44%旅遊業高層管理人員

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促進成果的洞察見解

亞洲現時佔全球國際旅客人次近28%,較2022年的9%大幅上升。 亞洲區內旅遊佔主導地位,中國、日本及南韓是亞洲酒店的三大主要客源市場。 但「亞洲旅客」並非單一的類型。

成功關鍵在於酒店能否針對不同客源市場的文化及語言喜好,度身訂造推廣、預訂、付款及現場體驗。 本報告將為你展示酒店如何實踐本地化,以及當中存在哪些不足之處。

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1. 本地化正是亞洲旅遊熱潮中的致勝關鍵。

1. 本地化正是亞洲旅遊熱潮中的致勝關鍵。

亞洲各地酒店的海外旅客主要來自鄰近或文化相近的市場。 例如,中國是新加坡、泰國、越南、香港及南韓的三大主要客源之一。 日本和南韓則互為彼此及台灣的主要客源市場。

然而,每個市場在付款方式、餐飲期望等方面都有獨特的偏好。 能針對這些差異作出調整的酒店,往往能取得明顯優勢。 了解你的住客來源,找出最重要的客源市場,並了解他們在預訂、付款及現場體驗方面的偏好。 把本地化資源優先投放在有大量客源和高利潤的市場上。

2. 本地化並非一式一樣,需因應不同客源市場作出不同策略。

2. 本地化並非一式一樣,需因應不同客源市場作出不同策略。

大部分酒店都已採用一定程度的度身訂造措施,但程度不一。 約六成酒店會使用本地媒體渠道及以住客語言顯示預訂詳情,但較少酒店會與本地KOL合作或接受如支付寶或微信支付等本地電子錢包的方式。 最終關鍵步驟在於員工培訓、文化設施、進階付款選項等,這些仍然未能全面落實。

不只停留於語言翻譯,更要整合本地付款方式、為員工提供文化培訓,並與本地內容創作者合作,於旅客搜尋及預訂的平台上接觸目標客群。

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3. 本地化確實帶來可量化增長,但成效並非平均分佈,最顯著的提升往往出現在本地化較成熟的階段。

3. 本地化確實帶來可量化增長,但成效並非平均分佈,最顯著的提升往往出現在本地化較成熟的階段。

本地化程度較高的酒店,在住客滿意度、重複預訂率及住客願意支付更高房價方面,均明顯勝於僅處於初步本地化階段的酒店。 當本地化貫穿整個住客旅程,而非套用在單一項目時,投資回報率將達到最高。

本地化做得深入和全面的酒店,提升每房收益 (RevPAR) 的機會亦大大增加。 將本地化策略深入整合至推廣、預訂及現場體驗各環節,不但能帶動更顯著的收益表現,亦有助提升長遠競爭力。

4. 數據落差:推行本地化策略的障礙

4. 數據落差:推行本地化策略的障礙

推行本地化的主要障礙包括:對文化習俗及期望的認知有限、缺乏住客數據洞察,以及未能確定哪些本地化措施最具成效。 技術限制,如預訂系統過時及缺乏多語言工具,亦會加大挑戰。

在缺乏清晰數據的情況下,不少住宿只能「盲頭烏蠅」地推行本地化,對某些市場可能投放過多或過少資源。 要填補這些落差,必須由猜測轉向以數據為本的決策。

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5. 善用網上旅遊平台合作,加快本地化及拓展市場覆蓋

對於想彌補數據不足、完善付款方式及提升執行力的酒店來說,網上旅遊平台發揮著非常重要的作用。 大部分本地化程度較高的酒店,均依賴網上旅遊平台的預訂功能以本地貨幣顯示價格、整合電子錢包付款,以及提供多語言線上互動支援。

透過運用網上旅遊平台的工具及洞察分析,住宿能突破資源限制,更有效地擴展本地化措施。 利用網上旅遊平台的增長計劃,在旅遊旺季提升於重點客源市場的曝光率,推行針對不同國家的推廣活動及母語廣告,並透過數據分享獲取住客來源、偏好及行為數據。

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AGODA RESEARCH

度身訂造,以本地化贏得優勢: 酒店如何運用本地化策略把握亞洲旅遊熱潮

由12個市場中的526間酒店分享哪些本地化措施最有效、哪些未如理想,以及如何優先投放資源以獲得可量化的投資回報。

由12個市場中的526間酒店分享哪些本地化措施最有效、哪些未如理想,以及如何優先投放資源以獲得可量化的投資回報。

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