Vienna International Hotel - Mid-to-High-End Hotel Leader

In recent years, the mid-to-high-end hotel market has witnessed rapid development, with competition [...]

In recent years, the mid-to-high-end hotel market has witnessed rapid development, with competition between established and emerging brands becoming increasingly fierce. New brands, often labeled as pioneers or niche, gain popularity due to their unique positioning and products. However, when the industry returns to rationality from the noise, it is found that classic brands still maintain stable growth and a unique industry status. In the mid-to-high-end hotel race, the Vienna International Hotel brand stands as a classic brand leading the industry.

Since launching a new brand image and international quality strategy last year, along with the Vienna International Classic Edition product, Vienna International continues to deepen its product positioning of ‘remodeling the taste of European classical life,’ with standard stores opening. Behind this strategic deployment and project implementation is Vienna International’s new definition of ‘classic.’ The first store of Vienna International Classic Edition in Fengcheng Recycling Park Huijin International City benefits from the improvement of the national economic level and the general rise in per capita consumption levels. The mid-to-high-end hotel market has entered a new cycle of high-quality development.

In this process, the industry has seen many classic brands leading the development, relying on high-quality products and years of operational experience to gain a large following. However, the advantages of these brands are no longer obvious. Industry insiders told Mei Dian that due to their long history, many mid-to-high-end hotel brands inevitably fall into the dilemma of aesthetic disconnection, product lag, and service misalignment, and their commercial value is also continuously shrinking.

Mei Dian noticed that the era facing classic brands has indeed changed:
1. International vision and experience upgrade coexist, highlighting the complexity of consumer demand. A new generation of consumers grew up in the era of economic takeoff, with a broad international vision and strong cultural confidence, making them inclusive of accepting both Chinese and foreign traditional cultures. At the same time, they agree with the concept of ‘value for money,’ hoping to experience higher quality accommodation products that reflect their life taste and status symbol.
2. Under market fluctuations, industrial structure adjustment, and investment demand tend to be rational. Against the backdrop of global macroeconomic fluctuations, industry investors have more pure requirements for hotel business, better investment returns, shorter return periods, and longer value chains becoming the core of their assessment of mid-to-high-end hotel brands.
3. New brands emerge endlessly, and industry competition enters a white-hot stage. Mid-to-high-end hotels are becoming a popular investment track in recent years, with leading hotel groups and regional hotel groups accelerating their layout in this segment, new brands emerging, and old brands upgrading, with more and more innovative forms of products and services.

High quality is the hard truth of the development of the times, and developing new quality productive forces is the new theoretical guidance for the era of high-quality development. Under the growth logic of classic brands, this theory is concretely manifested as aiding the industry to enter an advanced productive force state that conforms to the new development concept through profound insights into industry changes. That is to say, if change is a challenge that mid-to-high-end hotel classic brands must face, then under the guidance of new theory, how to reshape the classic in the changing era is the key that classic brands need to think about.

The reason why classics become classics is that they are products that have been tempered by time and have lasted forever, and the process of becoming a classic brand is also a process of constantly breaking through itself in the face of challenges. In the competitive landscape of high-end hotel brands, Vienna International Hotel stands as a concrete embodiment of a classic brand. On one hand, as a leading brand in the mid-to-high-end hotel sector, Vienna International has long been recognized as a top-tier brand in this category, thanks to its unique product offerings and brand recognition accumulated through years of industry experience. On the other hand, in the face of a new market environment, Vienna International continually seeks innovation and change, redefining the essence of a classic brand. Its product positioning around ‘recreating the European classic and elegant lifestyle’ is narrating a new classic story: First, the contemporary narrative of classical aesthetics. Classicism is a historical sentiment buried in the human spirit and a paradigm of culture and art.Vienna International Classic Edition is a testament to the fusion of classical European elegance with modern design. It draws inspiration from the exquisite gold-painted carvings found on the door frames of European royal courts, refines the Rococo-style plant window flower art from the classical mansions of European nobility, and extracts classic arches and other elegant elements from European church architecture. These elements are meticulously applied to the hotel’s design, both in hardware and software, to create a product aesthetic that blends classical art with modern design.

Exclusive patterns grace the envelopes, decorative borders adorn guest welcome cards and room keys, and various hotel signage is used to create a visual language that combines the grace of the past with the functionality of the present. This aesthetic is not just a concept; it is a tangible expression seen in the design of the entrance building, lobby front desk, lobby area, lobby restrooms, glass window flowers, elevator halls, elevator cars, corridor of guest room floors, guest room space, and guest room restrooms. These scenes combine to build a highly artistic classical palace, recreating the grace and romantic sentiment found in classical architecture, and allowing consumers to ‘sleep in the brilliance of classical art.’ This creates an unforgettable European classical lifestyle travel experience.

The Vienna International Hotel brand’s classic edition focuses on the elegant innovation of new quality products. The core of developing new quality productivity lies in product innovation and service upgrading. It not only perceives the current consumers’ personalized and experiential consumption needs but also responds elegantly through refined product upgrades, constructing detailed and refined services for consumers. In addition to the visual aesthetic upgrades, Vienna International Classic Edition is committed to more innovation in the ‘five senses.’

In terms of hearing, Vienna International Hotel has achieved customized design of music throughout the day in different time segments, dividing into six segments to meet the auditory experience needed for users’ emotional states. In terms of smell, Vienna International Classic Edition applies exclusive custom fragrances to create a European royal court atmosphere, leaving a unique memory point and special olfactory experience. In terms of taste, Vienna International has also fully upgraded breakfast, highlighting a combination of Chinese and Western international labels on the basis of ensuring quality, and will launch special dishes in different meal categories. Chinese meals will promote ‘one city, one flavor, inheriting the classics’ based on the city where the store is located, while Western breakfasts will select representative dishes from Austria, the land of brand inspiration, such as Viennese sausages.

The Vienna International Hotel brand’s classic edition also explores the possibilities of low cost, high efficiency, and strong revenue, while pursuing high quality. This super value-added of the business model is a key differentiator in the mid-to-high-end hotel market, which has seen rapid growth in recent years, with competition between established and emerging brands intensifying.

Published on April 23, 2024, at 20:52, this article discusses the resilience of classic brands in the mid-to-high-end hotel market. New brands have gained popularity for their unique positioning and products, but classic brands like Vienna International Hotel maintain steady growth and a unique industry status. Since the launch of its new brand image and international quality strategy last year, along with the Vienna International Hotel Classic Edition product, Vienna International continues to deepen its product positioning of ‘reshaping the European classical lifestyle taste’, and has already seen the opening of standard stores. Behind this strategic deployment and project realization lies Vienna International’s new definition of ‘classic.’

The first store of Vienna International Hotel Classic Edition, located in Fengcheng Recycling Park’s Huijin International City, has benefited from the improvement of the national economic level and the general increase in per capita consumption levels. The mid-to-high-end hotel market has entered a new cycle of high-quality development. During this process, the industry has seen the emergence of many classic brands that have led the development of the industry, relying on high-quality products and years of operational experience to attract a large following. However, the advantages of these brands are no longer obvious. Industry insiders told Mei Dian that due to their longer history, many mid-to-high-end hotel brands have inevitably fallen into the quagmire of aesthetic disconnection, product lag, and service misalignment, with their commercial value continuously shrinking. Mei Dian has noticed that the era faced by classic brands has indeed changed: Change one, international vision and experience upgrade coexist, highlighting the complexity of consumer demand.A new generation of consumers has emerged, shaped by an era of economic prosperity. They possess a broad international perspective and a strong sense of cultural confidence, which allows them to embrace both Chinese and foreign traditional cultures with an open mind. These consumers also value the concept of ‘value for money’, seeking high-quality accommodation that reflects their taste in life and serves as a symbol of their identity.

**Caption: Changes in the Vienna International Hotel Classic Edition**

Change one: The consumer landscape shifts. This generation, with its international vision and cultural confidence, is driving changes in the hospitality industry. They are not just looking for a place to stay; they are seeking an experience that resonates with their lifestyle and identity.

Change two: Market fluctuations lead to structural adjustments. In the face of global macroeconomic fluctuations, investors in the hotel industry are demanding more. They are looking for hotels that offer better returns on investment, shorter payback periods, and longer value chains. These factors have become central to their evaluation of mid-to-high-end hotel brands.

Change three: The emergence of new brands intensifies competition. The mid-to-high-end hotel segment has become a热门 investment track in recent years. Leading and regional hotel groups are accelerating their expansion in this market segment, with new brands emerging and old ones upgrading. This has led to an increase in innovative product and service offerings.