Dongcheng International Group - Hotel Member Profile Study
Company overview
Dongcheng International Group is a rapidly growing international hotel chain that has consistently adhered to its core values of 'Customer First, Collaboration and Sharing, Passionate Focus, and Results-Oriented Approach' since its founding in 2006. The group is committed to building globally competitive hotel brands. Currently, Dongcheng operates 12 sub-brands, including Borman, Yicheng, Yishang, and City Convenience, with business operations spanning China, Malaysia, Belarus, Cambodia, and other regions. The group has established over 2,000 hotels (including under construction) across more than 200 cities worldwide, with a total of over 160,000 rooms. Its service network continues to expand. Dongcheng International Group maintains a strong portfolio of brands and innovative service concepts, enabling it to achieve a stable and leading position within the industry.
Research background
With the continuous expansion of the mid-range and economy hotel market in China, consumer attention has gradually shifted from basic needs toward personalized, differentiated, and value-added experiences. As core business segments within Dongcheng, the four brands—Borman, Yicheng, Yishang, and City Convenience—serve distinct customer segments, exhibit different service characteristics, and have varied usage habits. To further optimize product design and service experiences, enhance member retention and repurchase rates, Dongcheng aims to conduct a systematic user research to gain a comprehensive understanding of the authentic profiles of its member groups across the four brands, and to deeply understand consumers' preferences and service expectations.
Research scope
In June 2019, CEIDEA Research was commissioned by Dongcheng International Group to conduct a specialized research project targeting members of the Borman, Yicheng, Yishang, and City Convenience brands. The study was conducted in three representative cities—Guilin, Guangzhou, and Wuhan—using a combination of online quantitative surveys and offline in-depth qualitative interviews. The quantitative component focused on key dimensions such as members' demographic characteristics, consumption capacity, travel frequency, accommodation preferences, and usage patterns of member benefits. The qualitative component involved one-on-one in-depth interviews with typical users to explore their satisfaction with Dongcheng's product offerings, perceptions of competing brands, and suggestions for enhanced member value-added and surprise services. During the research, the service systems and membership programs of major hotel chains were also collected and analyzed for cross-industry benchmarking.
Expected outcomes
The research report systematically analyzes the user profiles, consumption preferences, service pain points, and emerging needs of Dongcheng's four major brand member groups, providing comprehensive data support for the group's product planning, service upgrades, and member system development. Based on the findings, Dongcheng can more accurately identify its core customer segments, refine its brand positioning strategies, and gain scientific insights for marketing promotion, member incentive program design, and differentiated service development. This enables the company to effectively enhance customer satisfaction and brand loyalty, helping Dongcheng maintain a competitive edge in the fiercely contested mid-range hotel market.
Scan to add our research consultant