Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021
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Singapore: Hotel Market Market Report - March 2019 MARKET REPORT Hangzhou, China Hotel Market Overview APRIL 2021 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 Introduction West Lake/Wulin Square area Hangzhou, the capital and the most populous city of West Lake/Wulin Square area is Hangzhou’s most Zhejiang, has been traditionally known as a tourism city for traditional city center. This area is filled with high-end popular sights including West Lake and Lingyin Temple. shopping malls including Wulin Intime, GDA Plaza and Hangzhou Tower. In recent years, this area is gradually After over 30 years of development, especially after hosting transforming into a smart digital business district with the the G20 summit in 2016, Hangzhou gradually evolved from help of 5G and cloud-based computing technology. a tourism destination to a world-renowned innovation, research and development center backed by the expansion Qianjiang New City of hi-tech companies including Alibaba Group, NetEase, Qianjiang New City is the new Central Business District Huawei and ArcSoft. Hangzhou is attracting high quality situated in the west bank of Qiantang River in Hangzhou. science, technology and ecommerce startups that fill up Following the city’s decision to shift the development multiple business districts around the city. focus from West Lake to Qiantang River since 2001, Qianjiang New City has been strategically focused on the Considering the development of Hangzhou’s old and new development of the tertiary industries such as finance, IT city centers, we have selected the following three sub-hotel and consulting. In 2016, Hangzhou municipal government markets to better understand the overall hotel performance officially moved to the Qianjiang New City. in Hangzhou: Xixi Wetland and other suburban areas Abiding by Hangzhou’s environmental laws, Xixi Wetland and its surrounding suburban areas remain well-protected from large constructions over the past 10 years. With rich scenic resources, tourism is the pillar industry for these areas and small luxury resorts with unique features are the main accommodation products. here. www.horwathhtl.com 2 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 To review Hangzhou’s historical market performance, we have selected the below listed upscale, upper-upscale and luxury hotels to identify the demand segmentation dynamics by different areas and draw an evaluation of the market. Year Opened / Category No. Hotel Room Count Last Renovation 1 InterContinental Hangzhou 2010 / 2018 384 2 The Azure Qianjiang, a Luxury Collection Hotel Sep 2014 205 3 Diaoyutai Hotel Hangzhou Nov 2016 303 Qianjiang New City 4 Hangzhou Marriott Hotel Qianjiang Aug 2016 348 Buiness Hotel 5 Park Hyatt Hangzhou Sep 2016 235 6 Ascott Raffles Hangzhou Nov 2018 180 7 Conrad Hangzhou Mar 2019 318 Subtotal (Average) 1,890 (270) 8 Sofitel Hangzhou West Lake 2003/2014 233 9 Grand Hyatt Hangzhou 2005/ 2018 388 West Lake and Wulin 10 Wyndam Grand Plaza Royale Hangzhou 2009/2016 293 Square Business Hotel 11 JW Marriott Hotel Hangzhou 2010 305 12 Midtown Shangri-la Hangzhou Mar 2016 414 Subtotal (Average) 1,536 (307) 13 Banyan Tree Hangzhou 2009 73 Xixi Wetland & 14 Four Seasons Hotel Hangzhou at West Lake 2010 81 Other Suburban Areas Luxury Resort 15 Amanfayun 2010 46 Subtotal (Average) 200(67) Total (Average) 3,507 (292) www.horwathhtl.com 3 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 Historical Market Performance 2016 – 2018: 2019: • Occupancy had continually increased due to the ramp- • Slight decrease in ADR and occupancy mainly due to the up of new hotels and positive effects of G20 meetings collapse of Personal-to-Personal lending industry and after 2016, including improvement of infrastructures small investment companies in Hangzhou. The slowing and reputation of Hangzhou as a MICE destination, down economic growth in China and the tension which helped to drive the occupancy by the growth in between China and USA also negatively affected the MICE demand. overall market performance. • ADR decreased because existing hotels had to lower 2020: rates in response to the increase of supply and their • Significant decline in occupancy due to the outbreak aging facilities. Growth in demand was mainly driven by of COVID-19. exhibition-related market which had limited budget and thus negatively impacted the overall market ADR. • Impact of COVID-19 on ADR was less severe compared to that on occupancy due to the fact that lower ADR • The stronger demand growth outpaced the drop in ADR would not help to induce any demand due to the resulting in continuous growth in RevPAR and room restrictions in non-essential travel. However, hotels’ revenue of the overall market. This is also an indicator have made efforts to attract post-pandemic domestic of strong absorption of the new supply. and regional leisure travelers after the lifting of travel restriction since April 2020. Supply & Demand, 2015 - 2020 ADR, Occupancy and RevPAR Performance, 2015 - 2020 4,000 80% 1600 80% 3,626 72% 3,573 72% 68% 68% 70% 3,500 70% 70% 1400 1346 70% 65% 65% 3,212 3,126 1257 64% 1193 1199 1169 3,000 60% 1200 64% 60% 2,555 2,509 1029 2,500 50% 1000 50% 2,181 2,255 871 865 2,008 801 810 821 2,000 40% 800 40% 1,628 Occupancy ADR (in RMB) Occupancy 1,500 1,300 30% 600 31% 30% 1,000 20% 13% 400 319 20% Daily Avg. Room Nights Avg. Daily 500 468 10% 200 10% - 0% 0 0% 2015 2016 2017 2018 2019 2020 2015 2016 2017 2018 2019 2020 Room Nights Available Room N ights Demand Market Occ. (%) ADR RevPAR Occupancy (%). www.horwathhtl.com 4 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 Historical Performance by Area Qianjiang New City Xixi Wetland and other auburban areas Hotels in Qianjiang New City experienced gradual increase Suburban hotels in West Lake/Xixi Wetland area succeeded in ADR and occupancy due to the development in the area in maintaining significant rate premium of around RMB and ramp-up of new hotels. 3,000 over the other two areas, mainly attributed to their product uniqueness and branding including: West Lake/Wulin Square • Location in famous scenic destinations Hotels in West Lake/Wulin Square area witnessed (West Lake, Xixi Wetland) which provided the sense 5-year consecutive decrease in ADR due to the hotels’ of exclusivity and unique resort ambience. aging facilities and intensified competition with Qianjiang • Luxury brand positioning. New City. • A variety of outstanding ancillary facilities (F&B, SPA, etc.). However, these hotels achieved highest occupancy level • Low density and small key counts. in the market given their locations in the well-developed West Lake commercial area which is in close proximity to both strong tourist and corporate demands, and providing various activity options such as entertainment, dining and shopping. Historical Occupancy, ADR, and RevPAR 2015-2020, by area 4500 90% 3993 4000 3912 80% 3848 77%3782 3737 3716 75% 74% 3500 70% 70% 69% 68% 68% 64% 3000 60% 60% 59% 57% 53% 52% 52% 51% 2500 50% 2000 40% 33% 1500 30% 30% 1204 1112 1082 1074 1072 1033 1022 1043 23% 968 1014 1000 922 903 20% 500 10% 0 0% 2015 2016 2017 2018 2019 2020 Qianjiang New City ADR West Lake/Wulin Square ADR Suburban Areas ADR Qianjiang New City OCC% West Lake/Wulin Square OCC% Suburban Areas OCC% www.horwathhtl.com 5 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 Demand Segment Industries Demand in this market is categorized into four major Finance; Banking; IT; Automobile; Trade; Pharmaceutical segments – corporate, MICE, leisure FIT & group and others. The following graph shows the hotel market’s Average length of stay demand segmentation in 2019: • Typically 1-2 nights. • Most project teams may stay for 1 to 3 weeks, however volume of such demand is low and basic room types are preferred to save costs. 4% 16% Typical day of arrival: Leisure FIT & Group Weekdays, typically Tuesday to Thursday. Corporate 53% MICE 28% Others Characteristics and trends • Demand Characteristics: Corporate travelers are more location-sensitive and brand loyal, meaning they value hotel’s location and quality accommodation guaranteed by brands. Hotels in Qianjiang New City area is therefore preferred by many corporate travelers Corporate Dynamics given its close proximity to the airport, train stations and Corporate multiple conference centers. Nonetheless, luxury resorts This mainly refers to contracted corporate accounts and in West Lake/Xixi Wetland area have also picked up a other business travelers booked with unfenced rates. degree of corporate demand from management levels, who have demonstrated more flexibility in budget and Demand Generators transportation methods. The majority of corporate demand is mainly generated by • Reduced Travel Budget: Since Q4 in 2018, the market nearby office buildings in Qianjiang New City and West has witnessed companies cutting travel budgets Lake/Wulin Square. resulting in stagnant ADR growth over the years. In 2020, the situation deteriorated further due to the Budget reduction in corporate travel caused by Covid-19. Luxury Resorts (West Lake/Xixi Wetland Area): around • Demand Source: Shanghai, other cities in Zhejiang RMB 2300-5000. province, Beijing and Guangdong Province. City Hotels (Qianjiang New City, West Lake/Wulin Square Area): around RMB 700-1400. www.horwathhtl.com 6 Hangzhou, China: Hotel Market Overview Market Report - APRIL 2021 MICE Dynamics Characteristics and trends MICE In-house meetings Mainly refers to hotel in-house meetings and lodging demand • Most in-house meetings come from corporate accounts, generated by large convention and exhibition centers. such as annual/spring dinners, seminars, trainings and product launch events. Demand Generators • Hotels in Qianjiang New City experienced higher • Nearby universities/institution/college, including portion of MICE demand than that of the West Lake/ Hupan University and Zhejiang University.