界面新闻记者 | 薛冰冰

界面新闻编辑 | 沈霄戈

“guoqingqijianruzhulinhaifupengxilaideng，yongwanhao1.45wanjifenduihuanlaide，xianjinjiazhihaogao，bubiotapingtaiyudingxiangma？”changnvshigaosujiemianxinwen，zuoweiwanhaobaijinkahuiyuan，jinnianyilaitamingxianganjuedaowanhaohuiyuanquanyizaitisheng。

erjiadahuiyuanquanyilidu、qianghuazhixiaoyishi，jinerzhudongjiangdiotayilaide，buzhishiwanhaoyijiajiudianjituan。

jinnian9yuechu，huazhujituanchuangshirenjiqizhuanxieleyipianmingwei《peiyuanguben·lunhuiyuandezhongyaoxing》wenzhangfadaoneibupingtai。wenzhongtidaobufenmendianguoyuyilaiotabuke、dianzhangweibaochuzulvranglijiotadengxianxiang，bingbiaodalepinpaihuiyuangerenkehujiazhigaoyuotakehujiazhidekanfa。

shishishang，jiudianjituanyuota“xiangaixiangsha”youlaiyijiu，jihumeigeyiduanshijianjiuhuibeinachulaitaolun。jiudianyuotadeguanxijiujingyoumeiyouzuiyoujie，yeshibaizaiyeneirenshimianqiandeyidaodananti。

酒店集团正集体摆脱OTA依赖

jinnianlai，weilepinghengyudisanfangqudaodeguanxi，duohuixiaoshouzhudaoquan，bushaoguoneiwaijiudianjituandouzaiqianghuahuiyuantixizhixiao、xiang“tizhijiangdai”defangxiangdabumaijin。

liru，wanhaojituanxuanbu，2024niankaishiwanhaodazhonghuaqubuzaijidisanfangyudingdebaijinkajiyishanghuiyuan，tigongmianfeidejiulang、shuangzao、shengjidenghuiyuandaiyu，zheilidedisanfangyudingbaokuozaixianlvyouqudao、lvxingshe、xinyongkadeng。

zaicizhiqian，zhouji、kaiyue、xierdundenggaoxingguojijiudianpinpaiyeyouleisiguiding，zaidisanfangyudingdegaokahuiyuanbunengxiangshouhuiyuandaiyu，qiewufajinxingjiudianjifen。

guoneijiudianjituanfangmian，zhongduodaxingjiudianjituandouzaibuyiyulikuodahuiyuanguimo、tishenghuiyuanquanyidexiyinli。

jujiemianxinwenshuli，2023nian，huazhujituanhuiyuanzongshudadao2.28yirenyishang，jinjiangweijuqihou，huiyuanzongshuwei1.95yiren，shoulv、yaduoliangjiahuiyuanshuliangfenbiezai1.51yirenhe6300wanren。

congjinnianshangbannianzengsulaikan，yaduohuiyuanzengsuzuikuai，wei20%，cong6300wanrenshangzhangzhi7600ren；shoulvhuiyuanzengsudadao13%、huazhuhuiyuanguimozengsuzejiejin10%。congdisanfangjiudianyudingfuwufei（jiyongjin）suozaide“xiaoshoufeiyong”yilanlaikan，gejiatongjikoujingyoucuyouxi，danliechu“yongjin”dejinjiangjishoulv，yongjinfeiyongzhanzongshourubizhongzai3.9%he5.7%，huazhuzongdexiaoshoujiyingxiaofeiyongzhanyingyebizhongwei5%，ruotichuyongjinyiwaideqitafeiyong，zhanbizemingxiandiyu5%。

lingjuhuazhucaibaopilu，2023nian，huazhuzhongguoyue73%dejianyexiaoshoujihuazhuhuidegerenhuoqiyehuiyuan，78%dejianyetongguoziyouxiaoshouqudaoshouchu。

yuzhixiangduiyingdeshi，gejiudianjituanhuiyuanquanyiyeyuelaiyueneijuan。jiemianxinwenlejiedao，jinjianghuituixingxiaoejifenqidui(500jifenqi)，huiyuankeshiyongquanjifenzhifuhuojifen+xianjindexingshilaizhifujiudiandingdan；buduantuokuanjifenduihuanqudao，huiyuankeyongjifenqiangduimingxingyanchanghuiguibinximenpiao、remendianyingquan、keepfufeiketiyanquandeng。huazhuyezaishixingjifendangqianhua，leijidejifenkeyongyudixiaojiudiandekefangfeiyong、zaihuazhushangchanggoumaichanpinhuoduihuangezhongyouhuiquan。

guanyujiudianjituanheotadeboyiyishicunzaiduoniandelaowenti，shuangfangzhisuoyizheigejiedianshangmaodunjihua，hejinniangejiudianjituanjingyingzhibiaochengyayouyidingguanxi。

jingliqunianyiqinghoudiyinian“baofuxing”huifuzengzhanghou，jinnianjiulvshichangxianzhujiangwen，zuiweizhiguandejiushirijunfangjia（adr）、pingjunkechuzukefangshouru（revpar）liangdahexinzhibiaomingxianxiahua。

caibaopilu，jinnianerjiduhuazhuzhongguohunherevpartongbixiajiang2.0%；erjiduyaduojituanrevparwei359yuan，shiquniantongqide93.5%，adrwei441yuan，weiquniantongqide92.8%，junbujiqunianshuiping。

zaifangjiabuzhendebeijingxia，yijiahuanliang、youxianwenzhuruzhulvchengweigejiudianjituanyizhidexuanze。ermianduiruzhulvdeyali，bumianyoumendianxiangotachangkaidamen，jinerjianggengduodingdangongshouxiangsongjidisanfangpingtai。

zheiyidian，congduojiaotapingtaishangbannianyejishujuyekekanchu。xiechengjituanerjibaoxianshi，dierjidujiudianyudingyewushixianyingshou51yiyuan，tongbishangzhang20%、huanbishangsheng14%，erjiaotongpiaowushouruhelvyoudujiayewushourufenbiewei49yiyuanhe10yiyuan，jundiyujiudianyudingyewu。

tongchengbannianbaoyexianshi，jinnianshangbannianlaizizhusuyewudeshourutongbizengjia12.8%zhi11.90yiyuan，chuangxiaxingao；erjiduzongjianyeshutongbizengzhang10%，qizhongguojijianyeshutongbidafuzengzhangjin140%。meituandierjidudaodianjiulvyewudingdanliangtongbizengzhanggengshichaoguo60%，niandujiaoyiyonghujinianduhuoyueshangjiashuliangjunchuanglishixingao。

酒店为何对OTA“又爱又恨”？

“jiudianjituanyizaiqiangdiaobuyuanyiyilaiota，danshiyoulibukaiota。yinweiotalankemianda，jiudianxuyaootapingtaidebangzhushixianlaxinyinliu。”yiweihuazhujiamengshangjieshoujiemianxinwencaifangshibiaoshi。

lingyiweilaizijinjiangdejiamengshangzegaosujiemianxinwen：“meicimianduiotadouganjuedaoyouxiewuli，wofanergengxiwangkerenshitongguozhixiaoqudaolaide。”tajieshicheng，yinweiotapingtailaidekerenyidanjilechaping、zhongping，jiudianfangmianjiusuanyouliyemeiyong，kerenshenzhihuiyaoqiujiudianjiyuyidingyouhuihuozhezengsonglipin，jiudianchangchangyinweihaipachapingerfuchuhenduojingjichengben。

zheiweijinjiangjiamengshangbuchongtidao，zhisuoyiqingxiangyuzhixiao，haikaolvdaodisanfangotapingtaishouxufeigao，burujituanzhixiaopingtaiyouxiyinli，erqiequdaoyueduo，jiamengdianyuebuhuibeimouyifangsuo“bangjia”。

jiemianxinwenlejiedao，otapingtailaolaobawozhejiudiankeyuanqudao“mingmai”，tongguozhukepingjia、wangluopingfenzhi、liuliangtuijianquanzhongdengduijiudianxingchengqianzhi；lingyifangmian，otajiudianyudingshouxufei（jiyongjin）yuanbijiudianjituanzhixiaodeyongjingao，qiejinnianlaiyouzhubushangzhangzhishi，jimendiandailaidechengbenyalizaipansheng。

chuciyiwai，jiudianyuotadeboyihaizaiyudingjiaquandeqiangruo。otapingtaiyoubutiezhengce，nadaofangyuanhoutongguozitaoyaobaoshiqijiagebizhixiaoqudaogengdi，daozhijiagedaogua，jinerraoluanjiudianjituanjiagetixi。zheiyeshijiudianyuota“youaiyouhen”zuizhuyaodejifangmiantixian。

jiemianxinwencaifangzhonghuoxi，congxianyoukeyuanjiegouzhanbilaikan，bushaomendianhaishigengjiayizhongdisanfangotapingtai。

qianshuhuazhujiamengshangcheng，tadejiudiankeyuanjiegouzuichuweiotadingdanchaoguo50%、bendikerenzhanbi10%yinei，huazhuhuizhixiaodingdanzai40%zuoyou。zaijituanqianghuazhixiaodenulixia，muqianotadingdanzhanbijiangzhi40%zuoyou。

qianshujinjiangjiamengjiudianyuquniannianmogangkaiye，mendiansuochuchengshipianxianglvyoushichang，danwangjichayimingxian。tayijinnian8yuefenshuqiwangjishujujuli，keyuanjiegouzhongotazhanbigenggao，otadingdandadao60%，zhixiaobudao20%。

jushangshujiamengshangtoulu，youyutamenshiguanlijiamengjiudian，mendianjingyingguanliquanjiaojilejituan，youjituanweirenbingpeixunjiudianjingli（youchengdianzhang）paizhudaomendian，fuzeguanlimendianderichangjingying。erweiletishengzhixiaobili、zuoqianghuiyuantixi，muqianmendiangongzuorenyuanjingliduobeifazhanzhixiaosuozhanju。

“dianzhangmeitiandouyaoduizhaoqianyitiandeyejibaobiaoshuliwenti，biruappbangding、otazhuanhua、huiyuankaxiaoshouliangdengbudabiaole，appneishoudaochapingle，tongtongyaoshanghuitaolun”，shangshujiamengshangbiaoshi。

tamenrenwei，suiranjiudianjituanfazhanhuiyuan、jiamengshangzengduoxiaoshouqudaoshihaoshi，danyindaokerenzhucehuiyuanfangmianjiqiantingyaliguoda，qiantingjingliheyuangongmeitiandoubeifuzhekpi。kerenyechuxianguotousu，chengbanlihuiyuantaifansuo。

guanyuzhixiaoyufenxiaoyongjinlvdegaodi，jiemianxinwenlejiedao，hedisanfangotapingtaiyiyang，jiamengshangzoujiudianjituanzhixiaoyexuyaozhifuyongjin。

liru，huazhujituannianbaopilu，jituanxiangjiamengshangjiushiyongzhongyangyudingxitongshouquyudingfei，yijijiuzaiguanlijiamengjiudianjiaruhuazhuhuidekehushouquhuiyuanzhucefei。huazhujiamengshanggaosujiemianxinwen，xiechengdayuechouqu12%deyongjin，huazhuhuichouqu8%deyongjin。

guanyushouquyongjin，otapingtaizhuyaotouruyingxiaoziyuan、kefuziyuandengchengben，tongchanghuijiansheguimopangdadekefutuandui，shejijiudianjiaoyidequanbulianlu，jibaokuoqianqidezhutiyingxiaohuodong、yonghubutiehuodong，yebaokuotigaozhuanhuaxiaolvdeyonghugoutonghuanjie。

jinnianlaiotapingtaihaizaizhubuzhangyong，yiweizhongxiaodantijiudianyezhuxiangjiemianxinwentoulu，tazaidechengshiyizhongbendishichang，bendikerendaduoxiguanshiyongmeituanyuding，meituanyongjinjinnianshangbannianyicongyiqian10%tishengdaole12%。

tahaitoulu，9yuefenjiedaootadianhuatongzhi，xindianshangxianyinweiyouliuliangqingxie，yongjinshi15%。“womenculvesuanguo，zhangyong3~5gedian，yijiajiudianyiniandagaisunshi7wandao10wanyuandejinglirun”，tashuo。

OTA与酒店关系未来如何走向？

“bujinjinshijiudianjituan，hangkonggongsiyudisanfangotapingtaiyeshiboyi、jingheguanxi。butongdeyidianzaiyu，hangkongyeyidaxingguoqijuduo，qiexingyejizhongdugao，mianduiotapingtaishiyougengqiangdekanghengnengli。erjiudianxiangduifensan，hennan‘ningchengyigusheng’，zaiotamianqiantanpankongjianbugouda。” jingjianzhikuchuangshirenzhoumingqixiangjiemianxinwenfenxicheng。

zhoumingqirenwei，jiudianjituanhuiyuantixiqiangruoyuqipinpailizhijiexiangguan，yonghuzhiyouzaihuherenkepinpaibenshen，caihuigengyuanyichengweipinpaihuiyuan、youqishihuoyuedujiaogaodehuiyuan。“guojizhimingjiudianpinpairuwanhao、xierdunzhisuoyihuiyuantixiqiangda，yuanyinjiuzaiyupinpaixiyinlihehaozhaoliqiang，pinpaixiaoyingzaijiachi。”

guanyupinpailidejiaqiang，zhoumingqibiaoshi，jiudianjituanyaoxiangbahuiyuantixizuohao，jiuduijiudianjituandeguanlinengli、zhanlvefazhannenglitichugenggaodeyaoqiu。

luosangjiudianguanlijigouyataiqushouxiguwenxiazifanrenwei，otashilianjiejiudian、kehudefangfa，bingfeibukequdaidequdao。jiudianjituanyuotazhijiandeguanxiyaopiekaiyilai，chengweihezuoguanxierfeicongshuguanxi。zaoqideotayongjinchouqu8%，daoxianzai15%、20%，shenzhiyixiejiudianzhijiebaofangjipingtai，lunweipingtaidegongju，shuomingotayilaixingyuelaiyueqiang。

“jiudianjituanyudandiandouyinggaizhongshiduoqudaoxiaoshou，gengduoyaojiangotashiweixuanchuanjiyinliudetongdao，jianggengduokeyuanyinruxianxia，chengweizhongshidehuiyuankehu。” xiazifancheng。buguotayetidao，jiudianjituanzaiyuotahezuoguanxizhongyaochuyuzhudaodiwei，haixuyaokexueshezhihuiyuanjiagetixi，jiangyouhuizhengcegengduoqingxianghuiyuankehu，yiqianghuahuiyuanduipinpaiderenkedu。