SOURCE: Phoenix Marketing International

Phoenix Marketing International

February 22, 2012 10:13 ET

Phoenix Marketing International Finds That Chinese Hotel Chains Still Dominate

SOMERSET, NJ--(Marketwire - Feb 22, 2012) - While U.S. hotel companies have made some very impressive inroads into the expanding Chinese hospitality industry, China-based economy chains have the distribution and price points that attract the majority of Chinese hotel guests.

The January 2012 results of Hotel BASE, a monthly hotel guest study conducted in the U.S., Canada and China by Phoenix Marketing International, indicate that Home Inns leads on two key lodging metrics -- brand penetration which is the percentage of Chinese hotel guests staying in any hotel property and share of room nights which is the percentage of all hotel nights attributed to all brands.

Home Inns has a 35% brand penetration among Chinese hotel guests followed by Jin Jiang Hotels at 23%. Holiday Inns comes in a close third with 22% brand penetration among Chinese hotel guests.

"Between the two hotel chains, Home Inns and Jin Jiang Hotels have over 1,500 properties distributed throughout China so they have a large, well developed footprint," according to John Antonello, Managing Director the Travel Division of Phoenix Marketing International. Share of room night data also supports this impressive distribution network as Home Inns has a 15.5% room night share followed by Jin Jiang Hotels at 8.5% and Holiday Inn at 8.1%.

Interestingly, Shangri-La Hotels, an upscale chain based in Hong Kong, has the highest brand awareness (83%) of the 60 brands measured... even higher than its budget hotel counterparts. Said Antonello, "This is because Shangri-La currently enjoys the highest hotel ad awareness in China coupled with the fact that many travelers aspire to stay at a Shangri-La property even though they may not be able to afford to do so."

In addition to Holiday Inn, other major U.S. based hotel companies perform relatively well on brand awareness, penetration and room share. Hilton, Marriott, Sheraton and a few of Wyndham's brands, most notably Super 8, are in the middle of the pack on these key metrics. Other brands such as Best Western, Radisson and Comfort Inn do not fare nearly as well. "Going forward, it will be very interesting to see to what degree the U.S. brands move the needle as they continue to invest heavily in new product and development in China and throughout the region," stated Mr. Antonello.

About Hotel BASE
Hotel BASE™ -- Introduced in 2003, Hotel BASE measures brand awareness, penetration, share, brand preference, and advertising awareness of 90 hotel brands in the U.S. and Canada and 60 hotel brands in China. Phoenix conducts 12,000+ interviews annually in the USA and 4,800 in Canada. In 2012, the study was expanded to include 6,000 annual interviews among hotel guests residing in China.

Contact Information

  • For more information contact:
    John Antonello
    Email Contact
    Phone: 00 +1 732 563 8501