Motel Case Study 2

Motel Case Study 2

- "Xiaolizhuang" Merino Scenic overall plan of reference cases finishing

I'm using only finishing in August 2010

Wantonly, Vega Boutique Motel and business strategy

First, Vega boutique hotel Basic information

Chairman: Xu transfer plan

Vega existing Taoyuan, Linsen Museum, Hsinchu Museum, Museum and other large-four boutique hotel

　　In 2002, Linsen Road, Taipei Boutique Motel appears to break the general impression of the motel. This "Vega Aftermarket hotel" Japanese love hotel walking routes, mainly to provide short rest; all eighty-seven room, each room has a different theme, with an average per room decoration costs up to 1.5 million yuan. Not only beautifully decorated, ranging from DVD players, large-screen LCD TV to karaoke OK, large Jacuzzi, steam bath room more essential. Most importantly, this hostel particularly emphasize privacy, and guests will not disclose the identity and design in various ways so that reporters can not take guests into the hotel and license plate number. These thoughtful intentions popular, at least rent three times a day for each room, or even five hundred percent of turnover, every Valentine's Day, Christmas Day and more difficult to get a room.

　　Vega is not Taiwan's first high-level route motels go, but its success is driven by the evolution of the motel. In recent years, all over Taiwan, has more than eight hundred motel born, go boutique-style motel has more than two hundred, boutique motel license application there are about one hundred of these amazing new boutique motel investment, equipment extravagant, even every room has a separate pool, gym, spa soup house, but also with various toiletries and aromatherapy oils. This advanced Motel Check-in hours charging time, even many to until after ten o'clock at night to provide accommodation.

　　Boutique motel to meet the men and women will be fun, it did accidentally creating new travel patterns. Taiwan has been at least twenty books introduce motel, leading people to spy them with rose color of privacy. It was also to visit the country as a travel theme famous motel, four different design experience.

Why motel popular? Club chairman Xu Wei Mou tone say: "! I do not traffic in the room, I sell is love."

1. Vega Taoyuan:

　　Opening in 2000, a total of 39 suites, a variety of facilities and leisure facilities such as Jacuzzi, KTV equipment, fun chairs, massage chairs .... etc., each room also ready VOD video on demand system. In addition, the company signed a legal and copyright specialized KTV latest songs, plus high-KTV rooms equipment, the customer can always singing a song in the rooms.

　　Since the company Taoyuan Vega's first motel, the patterns yet escape the mainstream of Taiwan early motels, considered Vega four stores oldest and famous, chamber layout is also obsolete, and therefore to the familiar classic Vega of room Consumers can not communicate with the other three hotels equate feeling.

Phone: (03) 3200066

Fax: (03) 3201162

Address: Taoyuan City Wanshoulu Sec 1433

Website: http: //www.we-go.com.tw

Mail: service.ty@eip.we-go.com.tw

Toll Free: 0800-807-999

Accommodation: from 1700 yuan (NT)

Rest: 700 yuan from / 3H

 
(Information and Image Source: QK leisure net http://www.qk.to)

(Source: love Comment network http://www.ipeen.com.tw)

2. Vega Sen Museum (Taipei):

　　Wego Taipei opened in 2002, located in Taipei, entertainment, leisure, nightlife and other industries gathered in the heart of Linsen North Road positive (Linsen North Road and Jinzhou blocks), covers an area of nearly 2600 ping (about 9,360 meters) in per ping (3.6 square meters) of land about two million calculations, light land value amounted to NT $ 5 billion.

On this prime location, Wego only planning 90 boutique rooms net floor area of 16 to 30, plus the exclusive privacy of parking and other facilities, each room has far exceeded the cost of all domestic five-star hotel, you can say Taiwan's first six-star hotel super, even in the international hotel brand competition platform, but also no less. Large room, the room plus free compartment design makes the room reaches the maximum extension of the visual effect. Taipei densely populated, Wego Taipei to allow all customers to produce amazing feeling, and even part of the furniture enlarged to the size of a little exaggerated for dramatic effect.

　　Wego Taipei break through the traditional concept of hotel accommodation only, the first topic will be divided into six rooms, 32 kinds of style, hoping to create a taste for the visitors, a value, an overall feeling and an attitude to life. The motel is in transition with Taiwan as the most important indicator of boutique hotels.

Tel: (02) 2531-8000

Fax: (02) 2561-4169

Address: Zhongshan District Linsen North Road, Taipei 419

Accommodation: 3800 yuan from

Rest: 1500 yuan from / 2H

(Information and Image Source: QK leisure net http://www.qk.to)

(Source: Motels News http://www.hotel-tw.com)

3. Vega Hsinchu Museum:

　　As a boutique hotel to create a leading brand, Vega boutique hotel group, to take account of the Hsinchu Science Park upstart fashion sensitivity and taste, with "boutique" as the design theme, after the opening of the Hsinchu Science Park people off heated discussions and appreciative, Vega boutique hotel in Hsinchu Museum, emphasizing compliance with the "new luxury" Mishina concept of "quality, brand, taste" to captured discerning tech upstart

　　Vega opened in 2007 is located in Hsinchu City, Hsinchu Kan Chung Cheng Road, there are 19 different theme rooms. Rooms in the new planning and design in addition to maintaining body Vega accommodation casual style, but to create a top fashion boutique texture. Each room is also Wi-Fi, exclusive DVD, with a 42-inch plasma television offers visual enjoyment, but also more than ready to demand movies, as you watch. In addition each room has a KTV, plus room top BOSE sound, customers can enjoy singing a song in the rooms.

　　In addition, Vega Hsinchu Museum and Xintiandi restaurant more cooperation from the award winning cuisine expert Wu Wenzhi chef create delicate diet culture. Hsinchu Pavilion rate is set in the room a romantic dining table, there is a candlelight dinner crystal cup, plate, the flowers on the table, the finest napkins, chocolate and snacks, ice bucket and wine, Vega attempts to lovers big Hsinchu area, Whether a couple or a couple to create a romantic unprecedented experience, especially a birthday or wedding anniversaries and other special days, to have a different way to celebrate the past, is bound to set off again boutique hotel luxury leisure and doctrine of the New Wave.

Address: Zhongzheng Road, Hsinchu City 137

Tel: 03-523-8080

Fax: 03-527-7647

Accommodation: 2980 yuan from

Rest: 980 yuan from / 3H

(Source: QK leisure net http://www.qk.to)

(Hsinchu Museum, BALIVILLA, Image Source: QK leisure net http://www.qk.to)

(Hsinchu Museum, Monaco nights Source: QK leisure net http://www.qk.to)

4. Vega Tachih flagship museum:

　　Spend one billion yuan to build large-Vega flagship shop was opening in early 2009. Vega boutique hostel chairman Xu seek tune spotted Miramar district this battleground, contrarian investing heavily, and got DEM Parker, renowned nightclub designer Lin Make, a total of five teams, 20 Many designers together to complete, light design fees smashed 40 million, planning a fun, fun, stylish, unique concept to achieve the ultimate luxury and refinement, intimate game space. Vega Tachih Museum and Taiwan's first Funtel (Fun + Hotel) for the design of the spindle, the room furnishings have carousel, Beijing Bird's Nest, steel, rocking chairs, electric rotating bed, etc., to build a new park adult world.

　　Building exterior through-Vega's like a large jewel box, a total of 96 rooms, 33 kinds of room, the whole museum is divided into garage (2F, 3F, 5F), Mini Room (7F) and President room (6F); the other in 8F planning of European style manor maze Restaurant, 7:00 am to 14:00, brunch service.

　　Wherein an elevator inside the museum, but also put a big sofa, so that customers truly "take the lift"; the entrance driveway and walkway, is the runway plus LED lights, conceptual design mosaic wall, the whole house is full of creative space and surprises.

　　Moreover, it called the "highest theft rate" of orange fruit design is stylish try to sell spare parts during comprising snare remote control, condoms and tango for cup holder; bathroom complete intimate small objects, also respectively girls and boys underwear underwear as interesting packaging. As for the situation in each of room is a big difference; go minimalist style of "white forest" of Beijing Bird's Nest and shaking his bed; a little mysterious "magic electronic music" places, cool colors and blue shape psychedelic atmosphere; also brand blessing The "Secret Love LV", "Bulgari Night", "Anna", etc., are unique features and selling points.

　　Bit on the 7th floor of the 33 mini-rooms, positioned as "MRT small hotels" belong sleek chamber, about 10 floors, free garage, very suitable for business people, and the rest 2.5 hours 800 yuan, housing prices only about cars half of the house, the price is very competitive. Also, the number of about 45-67 Ping Ping's Party of room, there are three, the opening price 7900 yuan.

　　High profit era motel has been in the past, they run into recession, "money can not think, to get through to say ..." promise tune seek estimates to Tachih flagship museum for 12 years, before the expiration of the lease in order to return to this .

Tel: (02) 85027000

Fax: (02) 85023664

Address: 11 Zhongshan Road, Taipei City dedicated

Website: http: //www.we-go.com.tw

Mail: superme@we-go.com.tw

Accommodation: 2900 yuan from

Rest: 1000 yuan from

("Different to Paradise" directly moved two carousel, it is not only ornamental props, you can press the button to start.)

 
(The Rose of Versailles)

  
(Room with a swing "Wudie fantasy")

Second, the Vega strategy

1. Vega philosophy

　　Wego management team has been that modern service industry should have a responsibility, not only to provide consumers with new consumer experience should teach people how to consume, how to pleasure. We want to create a kind person will belong to the new city of leisure culture, hopes busy city people can easily enjoy the freedom to sneak in and comfortable.

　　In order to allow a customer to come back, Vega is committed to creating a different value and freshness, so that customers Wego TAIPEI not just rent a room, but spend some fun time; let the customer from the need for living, raising it to satisfy the senses desire, transformed from a functional to meet for the pursuit of taste. Hotel guests the industry has long been neglected dream, always stand on the position the sake of consumers Wego team, so these dreams come true, will create new leisure culture.

2. Vega's market position

　　Vega boutique hotel market has been has three values: "innovation value", "details the value" and "brand value." Such times, constantly connecting consumers to experience the product strategy, has been the Vega and other products segment, it is able to continue to lead the industry, as well as keeping the main reason leading brand status and future core competence.

　　Vega Group chairman Xu transfer plan, "said boutique hotel has entered the era of the Red Sea, Vega must hole candle opportunities for consumer demand, and create competitive differentiation in a surprise move, a new boutique hotel Blue Ocean strategy!"

　　Xu transfer plan view, boutique hotel is located only a couple must escape tryst environment, into a new realm of dating offers fashion lovers a full-service, emphasis on "theming, entertainment, leisure, refined, food-oriented", etc. The new patterns boutique hotel, is the trend of future development.

3. Vega marketing strategy

　　Boutique Motel Taiwan has entered the era of the Red Sea. But Vega boutique hostel chairman Xu transfer plan but by marketing strategy and attention to detail, to create a boutique hotel Vega Blue Ocean strategy.

3.1 Women feel for the demands of the boutique hotel

　　"When the ugliest woman?" This seemingly selling cosmetics ad, but it is run motel business Vega boutique hotel chairman Xu tune seek the most important winning weapon, "the woman wearing a shower cap is the most ugly moments, So Vega never prepare a shower cap for the woman! "

　　Xu said the transfer plan to safeguard a woman beautiful, Vega is ready hairpin with hair ring, even a hair dryer pendulum location has rules, will be placed in the left-hand side, "When a woman after a bath or shower, dry hair, only We will not have a wire across the front, destroy the beauty. "

3.2 closer to the mirror to take care of female face

　　Obviously we do is motel business, but promised to seek tune it by an impressive marketing strategy, will fight Vega boutique hotel. In most people's minds, drive to the motel, pay the vast majority are men, and most men only care about the price, the price is cheaper the better, but they promise to seek tune to "brand" concept run motel, he proudly said, "please a woman's feelings, meet the man's face, the key is to make the customer's Vega then!"

　　In order to please a woman, Xu transfer plan has many secret trick, the first move, he changed from the first woman with a mirror.

　　"Most women can not be less of two things, one is powder, followed by lipstick." Like digit actuarial decorator, Xu tune seek Vega use the newly opened Museum of Hsinchu room for interpretation, he said the general bathroom sink width away from the mirror At least fifty centimeters, which is the woman on the makeup is very convenient distance. Xu transfer plan so the distance from the mirror of a woman closer to fifteen centimeters, this short distance, so to Vega's woman can easily embrace the mirror dressing more beautiful, of course, Vega and therefore closer to the woman's heart.

3.3 ready to take care of maintenance supplies Yuriko

　　The second measure is a rich woman's choices. In addition to general hotel have hair rings, hair clips, lotions and other basic configuration, in Vega all rooms, as well as disinfectant, hair carving liquid, steam essential oils, special contact lenses physiological saline, women's magazines, women's slippers size , add up to over twenty are various, each of the items are packaged beautifully. Xu said the transfer plan, which it supplies fine, you can use, you can also take away.

　　Xu tune seek the woman "a little more" thoughtful mind, there abound in Vega, Xu tune seek whispered, Vega highest ever month "given away" more than five thousand branch scissors! These facilitation measures equipment, so many people came to Vega, enjoy frolicking in the bedroom after more than a lot of surprises, drip accumulation, have become Xu tune seek Vega powerful marketing tactics.

　　Xu seek tune quite proud that in the past most of the men having an affair motel or couples dating sites, "since Vega made the motel boutique hotel, boutique hotel now tourists, Sancheng husband and wife." In particular, People who have been to Vega found the bathroom and bedroom are one: space ratio of one design, each unit in at least twenty-five or thirty-five floors above the floor indoor pattern, even bigger than most people's homes comfortable and romantic space, nature attract many couples willing to Vega, and give monotonous stressful life, bring some relieve swap changes.

5. Vega's "timeshare" business strategy - both face Yuriko

　　In intimate details of name brand appeal, another money cheats Vega, is "timeshare" business strategy.

　　But how to live type of timeshare, with a short break in the city hotelier? "The secret in time to share and price cutting business model." Xu tune seek research, Vega will belong to type MOTEL, taking the top fine line, charges can not be too cheap.

　　But another reality is that if charges are too high, and easy to scare most consumers, under the two-phase 　balance, promise to seek the introduction of tune "timeshare" concept abroad, that is converted to a time-sharing model would one day Time is divided into a plurality of periods, "the traditional hotel accommodation, always denominated in twenty-four hours a day, but guests rarely lived twenty-four hours as younger guests can share out the remaining time to let other guests to share price, so that more people can enjoy the Vega's top equipment. "

　　Against the "time share" and "price cut", not only to alleviate the burden on consumers, but also to Vega find a competitive niche model to make money.

6. Vega investment and recovery

　　According to Vega statistics, Taipei Linsen Pavilion A total of 85 seven rooms, with an average of 360,000 visitors a year visit the couple, "a day on average one thousand men and women have to Vega dating." Vega Sen Hall room The average turnover rate actually can exceed 500%. Xu tune seek calculate the amount of investment in Vega Sen Museum about 430 million yuan (NT), the average performance of 100 million a day, a year on average turnover of 360 million yuan, Vega Linsen two years to reclaim hall 430 million yuan of investment principal. Vega but the average amount of investment in each room, from seven years ago, Taoyuan every room of about 200 million, Linsen Museum 500 million, Hsinchu Museum of 7,000,000 yuan, to the opening of next year large-Hall, a room The average cost of more $ 10 million, but the payback period, Mou Xu tune estimated start from Hsinchu Museum of at least six years.

　　Xu said the transfer plan, in addition to this year's and next year will be opened in Hsinchu Museum of large-Hall, "I planned next to Suzhou in the Chinese mainland, has set up eight hundred villa boutique hotel." Many businesses and Taiwan westward, Xu also optimistic tone seeking huge mainland market potential romantic opportunities.

Wu Summary

　　1. Some people say that Taiwan to attract mainland friends to travel, "boutique motel" definitely more than the Sun Moon Lake, Alishan more selling. Motel transplant to Taiwan from the United States, the degree of evolution never let the Americans can not imagine! In Vega, for example, every room in the hundreds of built-in one million yuan, and it is no wonder dare to call for comparable Chao Qi star hotel presidential suite, but as long as the pay relatively low cost you can enjoy. In fact, it proved that the people of Taiwan but tends to be more pragmatic and fast food, after all, most people on the motel, the main space in a room inside.

　　Taiwan motel within parked vehicles are not after a long journey, the car is a short-range travel is masking tools, so the motel does not have a simple auto repair shop. But in mainland motel if with gas stations, auto repair service or provide self-encouragement, car washing and other services that may better meet regional needs.

　　Taiwan's experience compared to the mainland due to the vast geographical area, the development of cheap motel has its vast market, after a long journey by car will be quite common.

　　Both sides from different backgrounds, should not be confused nature motel business to Taiwan's rest room with the mainland part-time room, for example, are non-stay rooms make up a proper noun, it can be interpreted as meaning a short stay. However, if the literal meaning to the rest room to interpret the meaning of the motel Taiwan, of course, far from the poles. In Taiwan, people usually break into the motel is not resting. Not to mention the development in recent years out of the boutique hotel, its form is to make people the illusion of living in a foreign manufacturing extremely excited is its main purpose, plus not by plane, spend one thousand pieces, immediately able to enter completely the same country and context, to the consumers, this account how are cost-effective, long overcome the established moral and social perception problem, which is basically in Taiwan has not become ashamed to see people's things, even the evolution of between peer rivalry for the brand.

　　However, we will go to the scene of some of the continent hour room today, into a foreign so-called "love hotel", and even prostitution, a criminal offense to provide a convenient, which is not in line with China's moral and legal norms. Government authorities have taken note of these issues, and public security organs working together to build a more rigorous, more efficient, more modern management and monitoring system, through the guidance and restraint system, to regulate the daily operation of the hotel Hostel, it brings the minimize the negative impact. And this is why many Taiwanese motel industry one of the main investment will not dare to come to China.

　　But it does not mean that this should be across the board in addition to the part-time room, because it is not the fault hour room itself, such behavior will occur not only in the part-time room. Hour room as change the traditional way of lease, the core service content has not changed, its business practices do not violate the relevant laws and regulations, businesses flexible operation, seek to maximize profits is more understandable.

　　2. For Mike 庒, the future in the form of tourist attractions tourist accommodation process is necessarily too motels, it may be just one of the options. I personally think that Taiwan and the mainland motel existing business models are only as a reference, it is important how Mike 庒 to integrate resources. Such as Li 庒 as the main manor economy itself could be linked first industry and tertiary industry, in space and function assignment to new ideas and methods of the traditional hotel lobby, restaurant, saloon, swimming pool and Other facilities arranged between the whole area, one to avoid repeating the same function facilities appear, save resources (especially human resources), followed by a new type of planning itself must break the existing ideological nest nest, the tourist attractions as a whole, Everywhere there are new surprises, so that visitors have an extraordinary experience.

　　3. "In the past the hotel guests can choose, it is now the choice of hotel guests," This is the voice of many older European hotels; "cover hotel easily, operate hotel difficulties," but it is the common aspiration of all hotel operators. However, why would rise motel around the world, I concluded that two key:

First, the land and building space utility rates, in the case of increasingly scarce land resources, motels, consumers and operators maximum use of the space recognized by both parties may be extreme, motel where every inch of space is both a consumer angle to think, they put ostentation in the room, so that consumers do the most intimate contact with the body and mind, people direct experience value for money arrangements.

　　Second, the ratio of investment in hotel and restaurant staff pure and simplified, because to retain the customer's privacy, so the staff had better hidden, avoid direct contact with consumers. The service sector is the most difficult place in the first line of staff training, particularly to deal with the advance and retreat of customers, which saves a huge respect human consumption. Of course, this does not mean that motel staff would not have the training, it should be said that they need to be in different places to show enthusiasm for the customer.

　　4. Finally, I quoted Shen Founder of Taiwan Hotel Royal Chiao Hsi, general manager, then do the knot, "Every day, people are daily on the hotel's day. Fortunately, as long as we are professional enough effort, enough heart, every a routine day can be a client extraordinary day. "

Information Reference Source:

　　1. Zhang Zhenghua, "Motel definition and development", "On the motel operating plan," "marketing tactics to see the motel future mode of operation," Taiwan Network Rail Mount http://twmotel.com/.

　　2. Linhui Juan, "is not just profane flesh" motel godfather "to create privacy aesthetics," News Today Taipei; http: //www.nownews.com/2009/09/17/11548-2505685.htm / 2009/09 / 17 13:56

　　3. Chen Donghao, so that the room one day turnaround 五 ○○% Vega boss Xu transfer plan is the best salesman, chinayes magazine, http: //mag.chinayes.com

　　4. Vega boutique hotel site, http://www.we-go.com.tw/