March 21, World Sleep Day. According to relevant statistics, at present, the adult insomnia rate in my country is close to 40%, which is equivalent to 2 out of every 5 people insomnia. Helping to improve the sleep quality of Chinese people during the journey, sleep room travel products such as “deep sleeping room” and “zero pressure room” have attracted much attention. Up to now, the “sleep room” product has covered more than 180 cities in China, and the number of cooperative rooms has exceeded 20,000.
“Sleeping Room” product increased by over 241%
Accumulated incremental revenue of over 200 million yuan
Under the epidemic, operating pressure has increased sharply and cash flow is tight, which has become a common problem faced by hoteliers. In the face of the pressure of survival, the upgrading of hotels has become more difficult. “Deep sleeping room” and “0 pressing room” realize product upgrades with zero cash investment, and bring multi-dimensional improvements such as word of mouth, traffic, and income.
Whether it is “0 press room” or “deep sleeping room”, the materials needed in the hotel renovation process are provided by the bedding company for free. After the hotel completes the large-scale upgrade of the guest rooms, it only needs to take out a certain amount of free room rights to replace each month.
For hotels, upgraded rooms will bring a series of positive value feedback. After users enjoy high-quality sleep, they are willing to give a higher consumption evaluation to the hotel. A better consumption evaluation will attract more repurchases and new customers, and the improvement of quality will also bring more benefits to hotel rooms. premium.
The data shows that the average point score of the upgraded hotels has increased by 0.23, and the average premium for hotel rooms is 30-60 yuan per room night. The average annual revenue of a single hotel is more than 150,000 yuan. The incremental revenue brought by the hotel exceeded 200 million yuan. This win-win cooperation model has also attracted more and more hotels to join. In 2021, the number of “sleep room” contracts will increase by 241% compared with 2020.
Chengyu users prefer to live in “sleeping room”
Female “return customers” account for over 60%
Data from OTA shows that more than 25% of business people have high requirements for sleep quality. In 2021, the average occupancy rate of special room types with “deep sleep”, “zero pressure” and “good sleep” in the room name will increase by nearly 10% compared with 2020, the user repurchase rate will exceed 50%, and user satisfaction will be nearly 90% .
Users in Chengdu and Chongqing, which are famous for their “slow life”, like to stay in sleeping rooms. In 2021, the 10 domestic cities with the highest “sleep room” transaction volume are Chengdu, Chongqing, Guangzhou, Zhengzhou, Xi’an, Hangzhou, Dongguan, Qingdao, Jinan, and Wuhan.
In terms of age, 25-40 year olds have become the main force in booking “sleeping rooms”, accounting for more than 75%. Among them, the post-95s sleep more delicately. They pay special attention to the quality and brand of bedding such as pillows and mattresses in hotel rooms. Whether they can relieve fatigue through sleep is the primary consideration when they choose a hotel. Compared with male users, female users pay more attention to refined sleep. The data shows that among the users who book “0 press room” and “deep sleeping room”, the repurchase rate of female users exceeds 60%.
Written by: Southern Metropolis reporter Xu Kun
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