the application of hospitality management experience to the senior living industry catherine hua...
TRANSCRIPT
The Application of Hospitality Management Experience to the Senior
Living Industry
Catherine Hua
Deputy GM of Jiangsu Jinling Robinson Senior Care Cooperation Ltd.
Assistant GM of Nanjing Jinling hotel Holdings Ltd.
Overviews
• The Evolution of Hospitality Industry in China
• The Experience of Hospitality Industry for the Reference of
Senior Living Industry
—marketing perspective, e.g., how to attract target customers
—service perspective, e.g., how to retain target customers
• Local Case study: integrate the experiences of Hospitality
industry with the overseas senior living industry
The Evolution of Hospitality Industry
in China
China’s Top 30 Hotel Groups, 2013 ——Source: China Tourist Hotels Association
The Evolution of Hospitality Industry in China
• International hotel chains play a leading role in developing high-end hotels in China
• By contrast, local brand hotel chains focus on budget hotels
• Local hotel chains catch up the high-end hospitality industry and become diversified in recent years
How the Evolution of China’s Senior
Living Industry will be？
The Experience of Hospitality Industry
for the Reference of Senior Living Industry
Marketing Perspective
Lessons for Hospitality Industry
• Attach importance to upgrade the hotels, but ignore the
tapping of markets
• Attach importance to “hardware”, but ignore “software”
Marketing Perspective ： Positioning
• Product Positioning:
• Building an appropriate and necessary hardware,
• Maximizing a value of space
• Price Positioning:
• Conforming the need of target market
• Pricing capability of client
• Return on investment (ROI)
Service Perspective：Build Human Environment
• Sensory appeal
• Social pleasure
• Emotional touch
• Intelligent exploration
Service Perspective：Standardized Management
A Case Study:
Integrate Experience of Hospitality Industry
with the Overseas Senior Living Industry
Jinling Tianquan Lake Senior Living Community
Jinling Hotel Holdings Heading Towards Senior Living Industry
• 30 years’ marketing and service experience
• Leadership focusing upon internationalization and localization in hospitality industry
• Receiving the highest quality reward of China’s service industry
• Cooperating with a healthcare consulting and management company from the U.S.
• Fulfilling Chinese’s dream of an idyllic rural life, and creating an attractive and happy lifestyle
Characteristics of the Senior Living Project Emphasize on building of human environment, as well as building
appropriate and necessary hardware
• Locational advantage, situated between urban area and natural environment
• Economics of the scale, implementing the sustainable development of the senior care project
• Product positioning, in line with the senior’s affordability and the efficient operations of the management
• Professional services, a perfect combination of hotel operations and nursing experience
• Contracted management, long-term senior living services are guaranteed
•专业服务，酒店和养老护理服务的完美结合•契约管理，让老人生活长期有保障
快乐养怡，可得永年
Locational advantage, situated between urban area and natural environment
Economics of the Scale, implementing the Sustainable Development of the Senior Care Project
Product Positioning, in Line with the Senior’s Affordability and the Efficient Operations of the Management
Professional Services, a Perfect Combination of Hotel Operations and Nursing Experience
Contracted Management, long-term Senior Living Services are Guaranteed
Q & A
Thank you!
Catherine Hua
Nanjing Jinling hotel Holdings Ltd.
Jiangsu Jinling Robinson Senior Care Corporation Ltd.
cell ： 13912975112
Weixin ： seniorhua