论文部分内容阅读
进入2018年，世界酒店业的三种主流迹象似乎显示出来。一是顶级经典都市豪华酒店的传承和升华，二是高档度假酒店在全球著名风景胜地的活跃发展，三是城市中等舒适酒店和小型精品酒店的迅速增长。
同时，明显老化或式样通俗的豪华大酒店和遍布城市社区的低端连锁经济型酒店貌似前景不明，可能面临逐渐被边缘化。除北京上海之外，华尔道夫在世界大都市里慢慢变老；喜来登三十多年前来到亚洲国家时的样板效应已悄然褪色；即使在美国大城市内和周边别墅社区，低端经济型酒店甚至已经开始消失，正被万豪、洲际旗下各种品牌的中端舒适型酒店快速取而代之。
还有极少的“曝光率酒店”，邀请全球屈指可数的明星设计师出手，用酒店搭建秀场吸引媒体，开幕效果和前两年的吸睛收入都会很不错，但化妆太浓老去太快，是水花不是主流。
这三股主流奔涌而来，正反复冲刷着各类原地踏步型的酒店，或替代，或摧毁，或带动同业的改革。一些在经济膨胀期追求大体量、大规模的酒店，也被成本折旧和运营费用拖着后腿，转型困难，举步维艰。
在当代主流酒店中，高品设计、优秀团队和精致服务是主题，创新和进取是共性，质量和品牌是核心。经典级的丽思卡尔顿酒店、四季酒店、文华东方酒店和朗廷酒店，新精品派的安缦、虹夕诺雅和泰国137柱府酒店，这些优秀酒店的精准定位已经成为业内的榜样，酒店品牌已成为高端客源的拥趸，酒店本身也在赢得更高的利润。
四季酒店已有五十多年的成长历史，但形成现在的规模只是近二十年间的事，突飞猛进般发展却一直不离核心不改初心，经典的定位、奢华的设计、顶级的服务贯穿始终。2017年全球118家四季酒店的数字记录今年刚被打破，又率先开创四季酒店集团的独立住宅项目，今年及以后开业的四季新酒店中80%都将包含公寓或假日住宅，吉隆坡雙子塔四季酒店也不例外。据悉四季目前已是全球唯一全面推行酒店+住宅模式的国际奢华酒店品牌。回顾四季酒店数十年稳健的历史，这个变化确实很大。
度假酒店方面，马尔代夫从十年前不足四十个小岛的开发，到今天近二百个独岛度假村像一个个绿植小盆景，陆续出现在印度洋的碧波之上，其中多数功能现代，设计奢华，拥有顶级服务，客房价格竟是都市豪华酒店的一倍甚至更多。很多并不知名的新岛，其奢华程度和酒店条件竟远在其它名店之上，而且根本不缺客源。
在巴厘岛，在阿尔比斯山，在北非，在日本中部的温泉山区，在太平洋几个著名岛屿上，各种新一代的精致度假酒店近几年相继出现，建设理念和设计思想均超越传统，一方面严格按市场需要量体裁衣控制规模和成本，一方面紧跟潮流提高档次力求小而精，而且多层经营，既卖间夜价，也卖分时度假，决不浪费任何时空。这样的精品度假酒店，投资回报速度之快可想而知。
这些年全球新开业的好酒店，不论在大都市还是在风景地，不求大只求精几乎已成共识。大酒店在三十几个国际化大都市里已经基本饱和，年轻一代的旅行者对特色鲜明的新风格酒店更怀有好奇心，而风格新特的酒店又不能做大，于是，一百间客房左右甚至客房更少的中等规模新精品派酒店New Boutique Style应运而生。纽约近两年相继开业同为一人设计的中央公园1号酒店和布鲁克林桥酒店就是典型的例证，一个独特的小大堂连接一个兼供住客早餐的对外餐厅，一个对内自助酒廊兼有自助免费商务功能只限住店客人使用，余下都是客房，且客房设施都是五星级标准，客房用品甚至都是名牌。
新精品派酒店在欧洲的复制版本已经出现，在百年历史老楼里塑造精致的现代酒店作品更让欧洲设计师得愿所长，尽情发挥。巴塞罗那一年前开业的纪念碑酒店也是一例。小而精，精而巧，比设计比舒适比人性化，就是不比大而全。
纵观主流，酒店业的智慧时代已经到来。
In 2018， three mainstreams of the world hotel industry have begun to show. One is the heritage and sublimation of the top classic urban luxury hotels， the second is the active development of high-end resort hotels in the world's famous scenic spots， and the third is the rapid growth of mid-range comfort hotels and small boutique hotels in the city.
At the same time， apparently aging or popular luxury hotels and low-end chain hotels across the urban community seem to have uncertain prospects and may face gradual marginalization. In addition to Beijing and Shanghai， Waldorf is slowly getting older in the world metropolis； the model effect of the Sheraton when it came to Asian countries more than 30 years ago has quietly faded； even in the U.S. big cities and surrounding villa communities， the low end Budget hotels have begun to disappear and are quickly replaced by mid-range comfort hotels of Marriott and Intercontinental brands. There are also a few "exposure-stimulating" hotels that invite a handful of star designers from all over the world to use the hotel to set up a show to attract the media. The opening effect and revenue for the first two years will be very good， but the makeup is too thick and gone too fast， so it won't be the mainstream.
These three mainstreams are rushing and are repeatedly scouring all kinds of hotels， either replacing or destroying or stimulating the reform of their peers. Some hotels that are pursuing the large-scale development during the economic expansion period are also dragged by cost depreciation and operating expenses， and the transition is difficult.
In contemporary mainstream hotels， high-quality designs， excellent teams and exquisite services are the themes， innovation and progress are common grounds， quality and brand are the core. Take for examples： the classic Ritz Carlton Hotel， Four Seasons Hotel， Mandarin Oriental Hotel and The Langham Hotel； the New Boutique Hotel of Aman， Hoshino Resorts and 137 Pillars Hotels & Resorts in Thailand； the precise positioning of these excellent hotels has become an example in the industry. Hotel brands have attract loyal fans among the high-end customers， and the hotel itself has also gained more and more profits.
Four Seasons Hotel has a history of more than 50 years. However， to grow to the current scale is only a matter of the past two decades. The rapid development of the hotel has always been consistent with the core， the classic positioning， luxury design， and top-level service. The records of 118 Four Seasons hotels in the world in 2017 have just been broken this year， and they have taken the lead in initiating the Four Seasons Hotel Group's independent residential project. Eighty percent of the Four Seasons new hotels opened this year and later will include apartments or holiday homes. The Four Seasons Hotel in Kuala Lumpur Twin Towers is no exception. It is reported that the Four Seasons is currently the only international luxury hotel brand to implement the hotel plus residential model. Looking back at the steady history of the Four Seasons Hotel for decades， this change is indeed great.
In terms of resort hotels， Maldives has developed from less than forty islands from ten years ago to nearly 200 single Island resorts today. Each of these resorts is like a small bonsai of greenery that has appeared on the blue waves of the Indian Ocean. Most of these are modern with luxurious design and top-notch service， the price of a room is double that of a luxury hotel in the city or even more. Many obscure new Islands have far more luxury features and the hotel conditions are better than other famous brands， and there is no shortage of customers. In Bali， in the Albus Mountains， in North Africa， in the hot springs in central Japan， and on several famous islands in the Pacific Ocean， various new generations of fine resort hotels have emerged in recent years. The construction concepts and design ideas have transcended traditions. On the one hand， it strictly follows the market's needs to tailor the scale and cost of production. On the one hand， it follows the trend to improve the quality and strives to be small and refined， and it is multi-layered. It not only sells overnight prices， but also sells time-sharing vacations. It never wastes any time and space. For such a boutique resort hotel， the speed of return on investment can be imagined.
It is almost a consensus that good hotels that have opened worldwide in recent years， both in metropolises and in scenic spots， are not seeking for scale but for perfection. The hotel is basically saturated in more than 30 cosmopolitan cities. The younger generation of the travelers are more curious about the distinctive new-style hotel， and the new-style hotel cannot be made too big. So “The New Boutique Style” hotel， usually one-hundred-room， medium-sized boutique hotel and even ones with fewer rooms， was born. 1 Hotel Central Park and Brooklyn Bridge which opened in New York in the past two years and are designed by the same person， are typical examples. There are one unique small lobby connecting an external restaurant serving breakfast for guests and an on-site self-service lounge. The free self-service business function is only available to the in-house guests. The rest are all guest rooms. The room facilities are all five-star standard. The room supplies are even of brand names amenities.
A replica version of the New Boutique Style hotel in Europe has emerged， and the creation of exquisite modern hotel works in a century-old building has enabled European designers to get their hands full and play hard. The monument hotel opened in Barcelona a year ago is a good example. Small but refined and skillful， the focus are on design， comfort and thoughtfulness， instead of being big and comprehensive.
The mainstream is saying that the wisdom era of the hotel industry has arrived.
同时，明显老化或式样通俗的豪华大酒店和遍布城市社区的低端连锁经济型酒店貌似前景不明，可能面临逐渐被边缘化。除北京上海之外，华尔道夫在世界大都市里慢慢变老；喜来登三十多年前来到亚洲国家时的样板效应已悄然褪色；即使在美国大城市内和周边别墅社区，低端经济型酒店甚至已经开始消失，正被万豪、洲际旗下各种品牌的中端舒适型酒店快速取而代之。
还有极少的“曝光率酒店”，邀请全球屈指可数的明星设计师出手，用酒店搭建秀场吸引媒体，开幕效果和前两年的吸睛收入都会很不错，但化妆太浓老去太快，是水花不是主流。
这三股主流奔涌而来，正反复冲刷着各类原地踏步型的酒店，或替代，或摧毁，或带动同业的改革。一些在经济膨胀期追求大体量、大规模的酒店，也被成本折旧和运营费用拖着后腿，转型困难，举步维艰。
在当代主流酒店中，高品设计、优秀团队和精致服务是主题，创新和进取是共性，质量和品牌是核心。经典级的丽思卡尔顿酒店、四季酒店、文华东方酒店和朗廷酒店，新精品派的安缦、虹夕诺雅和泰国137柱府酒店，这些优秀酒店的精准定位已经成为业内的榜样，酒店品牌已成为高端客源的拥趸，酒店本身也在赢得更高的利润。
四季酒店已有五十多年的成长历史，但形成现在的规模只是近二十年间的事，突飞猛进般发展却一直不离核心不改初心，经典的定位、奢华的设计、顶级的服务贯穿始终。2017年全球118家四季酒店的数字记录今年刚被打破，又率先开创四季酒店集团的独立住宅项目，今年及以后开业的四季新酒店中80%都将包含公寓或假日住宅，吉隆坡雙子塔四季酒店也不例外。据悉四季目前已是全球唯一全面推行酒店+住宅模式的国际奢华酒店品牌。回顾四季酒店数十年稳健的历史，这个变化确实很大。
度假酒店方面，马尔代夫从十年前不足四十个小岛的开发，到今天近二百个独岛度假村像一个个绿植小盆景，陆续出现在印度洋的碧波之上，其中多数功能现代，设计奢华，拥有顶级服务，客房价格竟是都市豪华酒店的一倍甚至更多。很多并不知名的新岛，其奢华程度和酒店条件竟远在其它名店之上，而且根本不缺客源。
在巴厘岛，在阿尔比斯山，在北非，在日本中部的温泉山区，在太平洋几个著名岛屿上，各种新一代的精致度假酒店近几年相继出现，建设理念和设计思想均超越传统，一方面严格按市场需要量体裁衣控制规模和成本，一方面紧跟潮流提高档次力求小而精，而且多层经营，既卖间夜价，也卖分时度假，决不浪费任何时空。这样的精品度假酒店，投资回报速度之快可想而知。
这些年全球新开业的好酒店，不论在大都市还是在风景地，不求大只求精几乎已成共识。大酒店在三十几个国际化大都市里已经基本饱和，年轻一代的旅行者对特色鲜明的新风格酒店更怀有好奇心，而风格新特的酒店又不能做大，于是，一百间客房左右甚至客房更少的中等规模新精品派酒店New Boutique Style应运而生。纽约近两年相继开业同为一人设计的中央公园1号酒店和布鲁克林桥酒店就是典型的例证，一个独特的小大堂连接一个兼供住客早餐的对外餐厅，一个对内自助酒廊兼有自助免费商务功能只限住店客人使用，余下都是客房，且客房设施都是五星级标准，客房用品甚至都是名牌。
新精品派酒店在欧洲的复制版本已经出现，在百年历史老楼里塑造精致的现代酒店作品更让欧洲设计师得愿所长，尽情发挥。巴塞罗那一年前开业的纪念碑酒店也是一例。小而精，精而巧，比设计比舒适比人性化，就是不比大而全。
纵观主流，酒店业的智慧时代已经到来。
In 2018， three mainstreams of the world hotel industry have begun to show. One is the heritage and sublimation of the top classic urban luxury hotels， the second is the active development of high-end resort hotels in the world's famous scenic spots， and the third is the rapid growth of mid-range comfort hotels and small boutique hotels in the city.
At the same time， apparently aging or popular luxury hotels and low-end chain hotels across the urban community seem to have uncertain prospects and may face gradual marginalization. In addition to Beijing and Shanghai， Waldorf is slowly getting older in the world metropolis； the model effect of the Sheraton when it came to Asian countries more than 30 years ago has quietly faded； even in the U.S. big cities and surrounding villa communities， the low end Budget hotels have begun to disappear and are quickly replaced by mid-range comfort hotels of Marriott and Intercontinental brands. There are also a few "exposure-stimulating" hotels that invite a handful of star designers from all over the world to use the hotel to set up a show to attract the media. The opening effect and revenue for the first two years will be very good， but the makeup is too thick and gone too fast， so it won't be the mainstream.
These three mainstreams are rushing and are repeatedly scouring all kinds of hotels， either replacing or destroying or stimulating the reform of their peers. Some hotels that are pursuing the large-scale development during the economic expansion period are also dragged by cost depreciation and operating expenses， and the transition is difficult.
In contemporary mainstream hotels， high-quality designs， excellent teams and exquisite services are the themes， innovation and progress are common grounds， quality and brand are the core. Take for examples： the classic Ritz Carlton Hotel， Four Seasons Hotel， Mandarin Oriental Hotel and The Langham Hotel； the New Boutique Hotel of Aman， Hoshino Resorts and 137 Pillars Hotels & Resorts in Thailand； the precise positioning of these excellent hotels has become an example in the industry. Hotel brands have attract loyal fans among the high-end customers， and the hotel itself has also gained more and more profits.
Four Seasons Hotel has a history of more than 50 years. However， to grow to the current scale is only a matter of the past two decades. The rapid development of the hotel has always been consistent with the core， the classic positioning， luxury design， and top-level service. The records of 118 Four Seasons hotels in the world in 2017 have just been broken this year， and they have taken the lead in initiating the Four Seasons Hotel Group's independent residential project. Eighty percent of the Four Seasons new hotels opened this year and later will include apartments or holiday homes. The Four Seasons Hotel in Kuala Lumpur Twin Towers is no exception. It is reported that the Four Seasons is currently the only international luxury hotel brand to implement the hotel plus residential model. Looking back at the steady history of the Four Seasons Hotel for decades， this change is indeed great.
In terms of resort hotels， Maldives has developed from less than forty islands from ten years ago to nearly 200 single Island resorts today. Each of these resorts is like a small bonsai of greenery that has appeared on the blue waves of the Indian Ocean. Most of these are modern with luxurious design and top-notch service， the price of a room is double that of a luxury hotel in the city or even more. Many obscure new Islands have far more luxury features and the hotel conditions are better than other famous brands， and there is no shortage of customers. In Bali， in the Albus Mountains， in North Africa， in the hot springs in central Japan， and on several famous islands in the Pacific Ocean， various new generations of fine resort hotels have emerged in recent years. The construction concepts and design ideas have transcended traditions. On the one hand， it strictly follows the market's needs to tailor the scale and cost of production. On the one hand， it follows the trend to improve the quality and strives to be small and refined， and it is multi-layered. It not only sells overnight prices， but also sells time-sharing vacations. It never wastes any time and space. For such a boutique resort hotel， the speed of return on investment can be imagined.
It is almost a consensus that good hotels that have opened worldwide in recent years， both in metropolises and in scenic spots， are not seeking for scale but for perfection. The hotel is basically saturated in more than 30 cosmopolitan cities. The younger generation of the travelers are more curious about the distinctive new-style hotel， and the new-style hotel cannot be made too big. So “The New Boutique Style” hotel， usually one-hundred-room， medium-sized boutique hotel and even ones with fewer rooms， was born. 1 Hotel Central Park and Brooklyn Bridge which opened in New York in the past two years and are designed by the same person， are typical examples. There are one unique small lobby connecting an external restaurant serving breakfast for guests and an on-site self-service lounge. The free self-service business function is only available to the in-house guests. The rest are all guest rooms. The room facilities are all five-star standard. The room supplies are even of brand names amenities.
A replica version of the New Boutique Style hotel in Europe has emerged， and the creation of exquisite modern hotel works in a century-old building has enabled European designers to get their hands full and play hard. The monument hotel opened in Barcelona a year ago is a good example. Small but refined and skillful， the focus are on design， comfort and thoughtfulness， instead of being big and comprehensive.
The mainstream is saying that the wisdom era of the hotel industry has arrived.