Motels Case Study 1

(Typical American motel parity appearance Source: http: //cockroachpeople.com)

Senate, history and development of Taiwan motel

Taiwan after the introduction of the motel from the 1980s, has developed three main changes are as follows:

motel (motel) → love hotel (love hostels) → funtel (themed boutique hotel)

　　First, the initial mode of operation is the guests along the highway or suburban traffic convenience, the construction of simple accommodation facilities and conveniences parking, service car trips. Later, Japan's love hotels is to follow, the main target was couple. Since the return on investment and capital recovery rate is faster than the average hotel late there are many construction companies, gas stations, industry, design companies have invested in this war, formed the extreme competition in the state formula, and thus cause the industry to find ways to innovation. In recent years, the motel industry in Taiwan to the contestants on the market, have improved the quality of the motel, tricks more and more, from the simple decor to rival five-star hotel facilities. Some businesses are more willing heavily, flaunt sitting on a dozen exotic themed suites, use advanced silk bed set, bathroom with Jacuzzi also fitted with an LCD TV, a large scale had one, but the price than the five-star low-grade hotel. These industry to exotic, themed, extravagant, beautiful style, different demands, Hebei hope to expand more tourists, such as family members, friends, classmates buddies gatherings, accounting for the overall performance of the three, said that now Taiwan is the Warring States period motel, that is no exaggeration.

　　Therefore we can say medium-term development models of Taiwan's former motel is cf the United States and Japan, but now some are willing to drop a lot of money, but also allows the industry lagging far behind the Americans. But we can also say Boutique Motel Taiwan has deviated from the definition of European and American motel, and the development of a road belonging to its own characteristics.

　　Second, the development of Taiwan's Motel, there are five times as follows:

The first period (budding): 1981 to 1988.

　　This period from 1981, which in a US-based Wang, returned overseas Chinese to redraw the district in Tainan City, the construction of Taiwan's first motel, which is now the most common way to build the first floor of the garage reinforced concrete building on the second floor of the room, this "Girard-Perregaux Garden" is still open, is the ancestor of Taiwan motel industry. Thirty years ago, the people of Taiwan than the current economic situation, but also holds its own vehicles is also different from the ratio today, so when the main demographic is a high level of high society who do recreational use.

　　In this period, Taiwan's new service is being started patterns, MTV, computer hotels, bowling alley, KTV ...... and so are the end of this period of slowly extending thrive together. At that time in a radius of ten kilometers of the administrative district of Tainan City has a population of nearly a million in the shuttle, at least within this range we have hundreds of restaurants, hotels. In neighboring Tainan five and seven redrawing district is again the grass, while Girard-Perregaux Park took the fall seven periods. Tainan commotion was caused by a launch celebrities gentry and businessmen, after all, a car that period people should not have more. Estimated motel offers political and business elite needed privacy considerations from the time they already have.

　　With the ability to imitate the people of Taiwan do not consider too much plus applicable law issues, thus spreading wave of motel boom in the south. Most of the products of this period is operating illegally, there were container house, cabin, hut of ......... Nengzhe wind and rain as long as you can open for business, industry types to seek self-protection and privacy of needs, so most of them are covered in the highway near the border zone or agricultural area, then management is an extension of the hotel come from general use.

　　This period the industry average investment of about a 30 room motel, cost about NT $ 30 million, equivalent to approximately ten million yuan currency was payback period of about 6 months to 10 months. The number of motels in Taiwan during this period is about 100.

　　The second period (growing): 1988 to 2000.

　　The period from 1988 Taichung Hotel California began, due to the irrigation and water conservancy will lease water conservancy, the low rental costs, designed to imitate the American motel parking is easy. Because full of freshness, became the object around the hotel industry in Taiwan investigated. Again another Beverly, Edinburgh, violet, high speed and many other motels established at the start of operational performance in general and then, gradually open the red disk performance, plus part of the construction industry to support the needs of (Taiwan decree if unused building land beyond a certain age, you must add an empty class tax), so that the appearance of the motel mushroomed.

　　The launch of the motel this period, often cause exterior design theme is one of the bright eyes. With the take-off and increase the number of vehicles owned economy, originally set up in remote areas only slowly motel also appears in the outer lane highway side and the city. Even the name of the theme also appeared steam locomotive hotels, motels and other business functional differences. The northern, central and southern regions of different places because of the problem of land acquisition and development and some bifurcation.

　　Relatively pristine southern Taiwan, so the new type of service industry still would be eye-catching performance of its grassroots, so the industry is recovering in investment considerations Shihai primary purpose. But there are still tens of millions of investment industry to create high-end products, such as the concept of franchising country motel in Fort Eagle, Holland Village, Yun Chung and so is this time starting from the southern concrete implementation. Central Taiwan itself is a transportation hub, but also is a new emerging service industry gathering area, hotels, dance halls, hotels and other special industries are very distinctive. From the north, Taichung development on regional scales have more influence law enforcement, Taoyuan County for the period Thanks to anti-vice mayor Chen Shui-bian in Taipei today and there is a sizable motel. Then Miaoli County and Hsinchu County have only a few sporadic indicators motels, Taoyuan County, some communities gentry because of the team management and functioning of the Conference have a profound experience, it also launched a chain partnership business model, such as Guilin, Bristol sky, a gentleman and so on.

　　This period also because some of the industrial safety events and hotel fire caused an appropriate method of consideration of the impact, but the industry is also positive with all laws and regulations efforts toward legalization forward. So in addition to part because of fire regulations can not cross the border and land issues to head unable to obtain licenses outside the industry, most of the industry are in place in a lawful manner to obtain a business qualification, which is the Taiwanese regulations face special place.

　　During this period the amount of investment in Taiwan motel varies, but the average payback in 20 months or less. The number of motels in this period is about 500.

The third period (themed boutique marketing period or maturity): 2000 to 2004.

　　This period mainly Vega Taoyuan and surrounding the same level of the hotel as an indicator. Taoyuan Vega on the marketing model by Xu, chairman of the construction company to seek adjustment of advertising and marketing concepts and with its unique originality in the media as well as newspapers and magazines and even in a broadcast will motel turned into a delicate commodity marketing. The north has a wealth of media resources and convenient, so it shares a combination of marketing and fashion theme on blowing from north to south all the way down. 2002 Opening of Taipei Vega is the boutique hotel craze Xiandao highest level. Since then there are many similar products in Taiwan have opened in the Taiwan market downturn in the industry as if letting speculative saw a glimmer of hope. The media also would like to see such a development with more specific, such as the move to open press conference, book publishing, television program topic of speculation, and the rise of specialized websites.

　　During this period the case of investment in more than NT $ 100 million (equivalent at the time to approximately RMB 25 million or more), payback period will depend on market demand and environmental site about 2 years to 4 years. Examples of this period, such as Vega, bird of paradise, Eden style, G, green, Yi, Wei wind, the lake shore, Vicki, Shuhuo like. The number of motels in this period is about 650.

The fourth period (Warring States period or recession): from 2004 to 2006.

　　This period is the most easy to appreciate the thick smell of gunpowder and the situation of ghosts. Moroccan children love to take the seven-star fashion hotel products and services, as well as the performance of publicly traded open to the public policy of opening to love a Moroccan child was tightly surrounded by the media, coupled with the effective use of public relations marketing tactics to continue to make their own The product can be exposed in the media. When love Moroccan children in the media, general manager Liu Baicun can say three months revenue of NT $ 50 million in two years and can be recovered at the same time, Vega also through the media revealed that EPS can be up to 400 million yuan NT, and has been in It recovered 2 years. In these marketing warfare it is so determined to put this kind of industry gold master eager, so you can see the stunning 2005, Mu Lan Mu Xia, Yue Hao, four seasons, the Red House, heaven and earth, Regalia, 66 villa heart, love seek, Taipei love museum, Kamo and other motels, large-Hall 2006 Vega, Vega Hsinchu Museum, heaven and earth, Cannes, Avenue of Stars, Le Meridien and other competitors appear. Taste war can already sniff out, especially at this level of Taichung has entered the theater is cut-throat price war.

　　At the end of 2006 the number of motels in Taiwan reached about 850. The amount of these operators are building more than a billion dollars of investment, payback period of about 3 years to 5 years.

Fifth period (integration period and industrial relocation period): from 2006 to 2010.

　　Saturated amount of a certain number of motels, Japan's population of 100 million to 120 million to calculate it, the new year among adult men and women, a total of 300 million people, if allowed to engage in sexual activity from 18 years to 45 years The number of point of view as much as 5 thousand 400 people. If we add the words of the elderly population, love hotels in Japan is a big business up to 6,7000 million a. Japan is seen as an emerging industry will love and important industry, and the Japanese now have a number of how many love hotel it? In the hotel is about 30,005 the number of one thousand, and the number of rooms is about 700,000. Suppose there are four between the day room of the couple to be utilized, the day Japan there are about 2.8 million pairs of couples that is 5.6 million people will enter the love hotel room, then a year had total revenue of nearly 6 trillion yen.

　　Taiwan's industry has always been imitated love Japan, if the above-mentioned Case Taiwan motel consumption estimate about 200 billion Taiwan dollars worth of development space. Therefore, when various people eager to devour piece of the pie, there will be vicious competition out of the market and drama will be staged. So inevitably will first period and the second period of the product phase-out, and by the third period and the fourth period of the industry fell into a price war is to brand and market consolidation mechanism. Taiwan is currently the fourth period and the total number of motels up and down is not bad, but the overall structure has been upward, with a total of about 50 billion Taiwan dollars.

　　In Taiwan, there is a profit the previous period and the industry back to the present, has been taking advantage of this trend of consolidation of the funds transferred to the mainland to open up the battlefield, now that Vega's promise tune in Suzhou investment plan has been prepared with a 800 room boutique hotels, while Taiwanese companies to invest in the mainland's Taiwan edition motel, mainly wind begin to build the luxury (accommodation charge of about 200 to 900 yuan), and even created a hubbub of Beijing palace hotels, in Beijing, are all Taiwan Boutique Motel product under the concept. Its acceptance in mainland China, yet to be time to observe.