Top Star's idea
The "think gardens" will be located on the first floor of each hotel, He
said, and each will cover more than 50 square metres. It will be divided into
three sections a reading corner, where best-selling books are available; an
Internet section, where guests can surf the net as they like; and a movie
section, where guests can watch the most popular movies using DVD players. All
three activities will be free of charge.
Theme blogs are part two of the plan. Top Star will put up a hotel-related
topic on www.blogcn.com, and the floor will be open for discussion by users who
register on the website. One month later when the topic is closed, the 10 blogcn
users whose posts get the most hits will get prizes such as a free stay in a Top
Star hotel or a Top Star VIP membership.
Based on the blog responses, Top Star designers will be required to change
interior designs twice a year. So far, more than 30,000 posts have been logged
on the glassed shower "room" concept, for example. Each room, separate from the
toilet, is cylindrical, with the walls made of glass.
That one-month blog discussion ends on Sunday. " When the activity is
finished, we will carry out a re-design plan on our shower rooms after having
studied all the stories," He said. "The redesign job will get done by the end of
this year. The twice-a-year project is a long-term project. Our guests will be
able to see changes because of their own input all the time."
He concedes that Top Star's room rate is a little higher, which is about 200
to 300 yuan (US$25.32-37.97) in major cities, and 150 to 200 yuan
(US$18.99-25.32) in secondary cities.
Reaction to the Top Star concept has been mixed. At least one industry
analyst supports the effort to bring up something new.
"It is really difficult to stand out against such increasingly heated
competition when you provide the same services as the others do: bed and
breakfast at a cheap rate. Top Star's ideas are refreshing and will be
appreciated, as long as the extra cost is reasonable," said Li Xinjian,
professor in the School of Tourism Management at Beijing International Studies
University.
Not surprisingly, competitors are not impressed.
"Super 8 welcomes healthy competition, but I do not think there is something
unique with it," said Karl Eislen, marketing director with Super 8 Hotels China
Co Ltd.
"The economy hotel business is not only about the supply of hardware but also
quality service."
Pang Jingcheng, director manager with Home Inn, said: "Bed and breakfast are
enough for businessmen. You cannot expect them to spend their spare time reading
or entertaining themselves in the hotel."
Li said of the shower room idea: "It's funny and trendy,
the youth should like it, and I think it could improve business."
(For more biz stories, please visit Industry Updates)
