What is the PMS system of OYO Hotel, which sounds so tall?

PMS is the abbreviation of property management system, that is, property management system. Recently, the hot mid-office system in the Internet field has been introduced into the hotel field. What is an intermediate platform system? Many hotel people actually understand it as PMS, but the intermediate platform system is not just as simple as PMS system.

Take OYO Hotel as an example. At present, the middle desk system of OYO Hotel mainly includes three parts, namely, technical system, data system and organizational system. Why launch such an intermediate platform system? Mainly because the intermediate platform system can comprehensively improve the efficiency of hotel management, reduce costs and increase revenue.

The background of the prevalence of China-Taiwan system is that the hotel industry is more and more collectivized. According to the 20 18 list of the top 60 hotels in China, the number of rooms in Jinjiang, which ranks first, has exceeded 650,000, followed by China Home Inn, reaching about 400,000. Comparing the list of "Top 60" in recent two years, it can be seen that the ranking of more than 20,000 hotel groups has not changed much, which probably corresponds to the ranking of 25-30 on the list.

However, with the rapid development of OYO hotels, the number of hotels owned by OYO hotels has reached more than 10000, and the number of rooms has reached more than 500,000. It can be seen that the concentration of the hotel industry will further intensify, and the head enterprises will continue to scramble for land under the consumption upgrade.

At the same time, the rapid development of artificial intelligence also provides technical support for the intermediate platform system. The voice of artificial intelligence came from Dartmouth conference in 1956. Today, more than 60 years later, solutions such as intelligent customer control, robots, self-service machines, face recognition, voice applications and mobile payment have all landed in hotels, gradually becoming a hot spot and an inevitable choice in the industry. Ctrip, Ali, Xiaomi, Baidu and Iflytek are also deeply involved in the application field of hotel artificial intelligence, and China Telecom, China Mobile and China Unicom have also launched corresponding hotel industry solutions.

From 65438 to 0999, marked by the establishment of Ctrip and E Long, China started the first year of online travel, and then the mobile Internet surged, profoundly affecting all aspects of people's daily life. Now, the six elements of tourism "food, shelter, transportation, travel, shopping and entertainment" can be completed through the mobile terminal. In the hotel industry, whether it is customer-oriented marketing activities, customer experience, smart devices, etc. Or internal employees' operating systems and management tools, and their business and information interaction are further integrated into mobile terminals.

At the same time, the operating system has also changed from managing assets to managing customers. Take the hotel core operating system PMS as an example. Since the first hotel management system ECCO was installed in 1970s, it has developed for more than 50 years and experienced three generations of transaction, management and customer-oriented service. The core of the system design is to manage the asset centers such as guest rooms and restaurants.

In the era of mobile Internet, in order to maximize the customer value, the hotel operation system needs to manage the customer resources in the whole life cycle, and provide better services to customers in every detail before, during and after their check-in, so as to improve the hotel operation and management ability and business performance.

Looking at these four industry trends: hotel groups all adopt multi-brand strategy, and the operating systems of different brands are similar in terms of orders, members, customer history, agreement units, payment and other functions; And developed interfaces with intelligent devices such as intelligent customer control, robots, self-service machines and payment systems. With the application of APP, WeChat, applet, self-service machine, air conditioning, lighting and other scenarios, there will be a lot of business interaction and collection between the hotel and C-end guests and inside the hotel, and the hotel's operating system will be further transformed to manage customer resources. The further intensification of these trends will certainly promote the new change of PMS industry-the China of PMS system.

Back to the central platform system of OYO Hotel, OYO has built a full-stack "hotel" production line, and tapped the hotel value through the four core competencies of development, transformation, operation and distribution, so as to reshape the single hotel. This technology will help to establish the intermediate platform system of the whole OYO hotel production line.

It is understood that the technical middle desk system of OYO Hotel currently includes PMS system for hotel owners and Apollo system for internal employees. The system will improve the management efficiency of hotel owners and OYO hotel operators through artificial intelligence and big data technology. It can be said that the launch of the OYO hotel middle desk system provides a solid organizational foundation for the rapid expansion of OYO.

On the basis of understanding the operating city of OYO Hotel, OYO Hotel divides all owners into three categories: the owners who need help most, the owners who are most capable of helping OYO, and the owners who can help OYO most. Aiming at the owners' problems, OYO Hotel is empowered from four aspects: channel optimization, dynamic adjustment, diversification strategy and market monitoring, realizing rapid, comprehensive and excellent active revenue management, gradually developing PMS system from a management tool to a platform marketing service system, and comprehensively improving occupancy rate, coverage duration, response speed and total revenue.

Online digitalization, OYO Hotel has completed the construction of people, goods and fields, that is, the construction of map POI data, hotel information and population data. OYO Hotel is the carrier of big data. After the on-line operation and management of the hotel, the crowd, merchants, surrounding information and consumption preferences are finally collected into the unique city hotel supply and demand map of OYO Hotel with the hotel as the center, and all the accumulated data are realized by the operator *.

In addition, OYO Hotel is also opening a new chapter in private user operation. OYO Hotel innovates the sinking market model of hotels and builds a hotel ecosystem from platforms, owners to users. Private domain traffic operation will establish a closer relationship between OYO hotel and users, and better guide and help reach consumers in terms of experience, repurchase and customer service.

Author: financier

Source: Snowball