中国新型度假酒店的发展趋势与创新实践-祁玉伟
[简历]
1991-1993年，在北京东方电子集团公司投资部任副经理、经理；
1993-1994年，在国家内贸部信息中心任副处长；
1994-1997年，在海南中商期货交易所结算中心任主任、总裁助理；
1998-2003年，在海南信孚投资有限公司任总经理；
2003至今， 任三亚世贸金棕榈酒店管理公司总经理，并在三亚金棕榈度假酒店任总经理，中欧国际工商学院EMBA毕业。
中欧国际商学院校友会旅游俱乐部理事长
三亚亚龙湾度假别墅酒店管理有限公司总裁 祁玉伟
一、中国度假酒店之回顾
1996年 1 月 1 日，中国度假休闲游开幕式在三亚亚龙湾国家旅游度假区召开。同年，地处亚龙湾的三亚凯莱度假酒店开业迎宾，中国第一家五星级度假酒店应运而生，标志着中国度假酒店新纪元的开始。随着快速发展的国内经济以及国民生活水平的不断提高，国人对旅游需求呈现在多元化，旅游已逐渐由观光型向度假休闲型转变，高星级度假酒店也已开始由海南向青岛、桂林、杭州、昆明、上海、深圳、重庆等地迅速扩展，加之国际知名品牌的纷纷登陆中国，较大地完善了中国度假酒店的先天不足，增添了发展后劲。经过十年的发展，从全国发展范围来看，三亚亚龙湾国家旅游度假区的酒店已成为中国度假酒店金字塔的塔尖。
随着人们对文化与休闲产品的需求日趋增长，度假酒店多元化投资意识也已觉醒，中国度假酒店在向规模化、品牌化发展的过程中开始向产权式方向拓展。
2001 年 以北京的金色假日产权式酒店为代表，产权式酒店开始在全国陆续涌现。随后，海南的“海航康乐园”、“南海传说”、“天域度假酒店二期”、“天福源”、“天泽海韵”、深圳大梅沙的“雅兰酒店”、秦皇岛的“维多利亚海湾”、大连的“海昌欣城”、天津的“国际游乐港”等项目接踵而来。产权式度假酒店成为中国度假酒店的一支生力军和重要组成部分。
二、中国新型度假酒店的发展趋势
中国的度假酒店自三亚凯莱开创先河后，喜来登、万豪、假日、希尔顿、天域、金棕榈、红树林等国际国内知名品牌酒店纷纷进驻亚龙湾，先后经过近十年的发展，亚龙湾度假酒店的客房总数超过了4000间，从酒店的规模和档次上已成为中国度假酒店龙头。但由于度假酒店的发展是从商务型酒店的基础上演变而来，所以各家酒店建筑风格、装饰装潢、布局格调等硬件甚至酒店的管理程序、服务标准等软件方面都相互模仿和借鉴，使得度假酒店这一本应极具个性化特色的新生儿铬上了传统酒店统一标准的印迹，造成了亚龙湾以至整个海南的度假酒店在本质上并没有太大差别，即面向类同的市场，类同的客人，出售类同的产品、类同的服务等，中国度假酒店产品的同质化比较明显。而与此同时，随着国内经济快速的发展，中产阶级、白领阶层等高消费群体的迅速兴起，客人度假开始向自游人、散客发展。在度假过程中，客人对度假产品的需求更趋于多样性、个性化，更希望接受来自酒店一站式的服务。中国度假酒店在满足客人日益增长的多元化需求方面与其增长速度和发展规模方面出现了不协调，这种不协调在高端客源方面表现的尤为明显。比如：由于一般酒店的泳池、餐厅、咖啡吧等都属公共场所，故无法保证有一定身份和名望的高端客人对私密性的需求；由于客房统一规范的服务标准和服务程序，高端客人很难体会到尊贵与个性化；此外，由于酒店设计功能及服务项目的局限性，很难让这些特殊客人感受到温情、差异和家庭化。
“需求决定市场”，那么在度假酒店的发展过程中，高端客人的多元化需求便决定了中国度假酒店无论从产品开发和管理服务上需要更多方面的改进与创新。
中国度假酒店如何创新才能满足高端客人多元化需求，这一直是我们孜孜以求的目标。为此，我们考察了众多中外度假酒店和度假村，其中巴厘岛的私人度假别墅引起了我们的高度关注，其在满足高端客人需求方面的做法和经验值得借鉴和学习。
兴建在巴厘岛上的许多品味独特的私人别墅，地理环境优越，设施齐备，融入了当地热带风情及文化艺术，并由专业管理公司进行管理，实行一对一的私人管家式服务。与国内的度假别墅相比较，它有许多明显的优点：独立式别墅，每栋别墅都有独立的泳池、花园、SPA凉亭、厨房、餐厅以及车位等，可满足高端客人对尊贵、私密性的要求。
同时，如何在服务管理方面更好地满足消费者个性化的需求，通过调查分析，我们注意到私人管家式服务日益受到重视，对高端客人很有吸引力。
“私人管家”起源于十八世纪的英国，在维多利亚时代，只有英国和法国的王室或世袭的贵族和有爵位的名门才有资格正式雇佣，它是顶级生活的象征。随着时间的发展，“私人管家”逐渐成为一种专为酒店和大家庭进行私人管家服务的职业。
由于私人管家服务实行“一对一、全天候、一站式”的贴身贴心服务，服务水准专业精致，彰显客人的尊贵。
近年来，在中国个别高星级商务酒店的行政楼层也实行了私人管家式服务，从服务的对象上看，以居住行政楼层的商务客人为主；从服务范围来看，也局限于酒店范围内及与酒店相关的事务；从服务的时间上看，整个酒店此项服务开展随着行政楼层客人住店而开始，离店而终止；从模式上看基本是沿袭和借鉴英国私人管家服务的理念和操作模式。
随着近几年私人管家进入中国，国内的大型高尚别墅小区也出现了私人管家，而这些私人管家主要是以家政服务为主要服务对象，服务范围也仅局限于生活方面。
三、中国度假酒店的创新与实践
能否将巴厘岛私人度假别墅和目前国际通行的私人管家式服务与中国五星级度假酒店管理三者有机结合，创新出一条中国度假酒店发展的新路子？形成中国度假酒店发展的一种新模式？这是一个巨大的挑战，也是一项很有意义的工作。我们的创新实践就是从这里开始的。
（一） 产品创新
1、借鉴巴厘岛私人度假别墅的模式，我们在亚龙湾国家旅游度假区选择200余亩，集中兴建了由104栋独立的别墅，所有别墅都有独立的庭院、泳池、SPA凉亭、厨房、莲花池等，成为中国首家以独立别墅组成的五星级度假酒店——三亚亚龙湾五号度假别墅酒店。
2、整个酒店以巴厘岛文化为主题，四周热带雨林掩映，珍稀植物密布，别墅周围湖水环绕，庭院内莲花池引路。整个酒店古朴自然，体现亲近自然、回归自然的装饰风格。是目前国内唯一一家以巴厘岛为文化主题的五星级度假别墅酒店。
3、考虑到中国特有的文化及客人的消费习惯，把别墅区和五星级的中心酒店作为配套，并建有水上餐厅、SPA等水疗设施，可满足客人的公共娱乐休闲活动。
（二） 服务的创新
新的度假产品必须辅之新的服务模式。与其它度假酒店及巴厘岛私人别墅相比，亚龙湾五号度假别墅酒店由于其面向的顾客群不同，所以其所提供的服务也有所不同。它将私人管家式服务、巴厘岛主题文化与中国五星级度假酒店的管理相融合，以受过专业培训的私人管家为酒店的主要服务单元，为每栋入住的客人设立专职私人管家，实行一对一的服务，并在客人入住期间至始至终进行24小时全天候的服务。在服务过程当中，充分展现私人管家对客人亲情化和家庭化的服务特色，直至客人的离开，通过一站式的接待方式既方便了客人，又拉近了主宾之间的距离，体现了酒店对客人的关注和尊重，在简化了服务程序的同时使客人充分体会到服务的尊贵。
（三） 管理的创新
产品和服务的创新必须要有管理创新的支撑，我们尝试建立的中国度假酒店私人管家式服务，打破了度假酒店传统的职能部式的组织机构，代之以私人管家为服务龙头，客房部、餐饮部、车队等部门为支持部门，财务、人力资源、工程、行政为后台支持部门的雁阵式管理结构。这种结构的创新为酒店个性化服务提供有力的组织保障。管理组织机构图如下：
四、中国新型度假酒店创新实践的意义与体会
如何满足国人对旅游产品日益多样化、个性化的需求，是我们酒店业界共同面对的挑战，但同时也是巨大商机之所在。通过创新，开发出既满足消费者个性化需求，又符合市场规律的新产品，也是业界共同的愿望。
在中国新型度假酒店创新实践的过程中，我们广泛借鉴了国外成功的经验，特别是通过对英国皇家私人管家式服务和巴厘岛私人度假别墅的比较分析，对其发展规律和理念精髓的研究，对我们帮助很大。此外，精细分析国人的消费习惯，把握国内旅游者（尤其是自由人）发展的阶段性特征，充分吸收和运用中国度假酒店丰富的成功经验，也是中国新型度假酒店创新实践成败的关键因素之一。只有符合中国国情的创新实践才可能有旺盛的生命力。
总之，以上是我们对中国新兴度假酒店创新实践的一次新的尝试，能否取得成功，还需要市场和时间的检验。许多方面还有不足之处，希望业界的同仁指正。相信，也只有在业界同仁们的共同努力下，中国度假酒店的发展才能异彩纷呈、生机盎然。
DEVELOPMENT TENDENCY AND INNOVATIVE PRACTICE OF CHINESE NEW-TYPE HOLIDAY HOTEL
By Qi Yuwei
President of the Tourism Club for CEIBS Alumni Association
President of Sanya Yalong Bay Holiday Hotel Management Co., Ltd.
Review of Chinese Holiday Hotel
In January 1st, 1996, the opening ceremony of Chinese holiday leisure tourism was held in Yalong Bay National Tourism Resort, Sanya and Gloria Resort Sanya located in Yalong Bay commenced its business as the first 5-star holiday hotel in China, heralding the new age of Chinese holiday hotel. With the rapidly developing domestic economy and the upgrade of living standard, the demand on tourism has become diversified and shifted from sightseeing type to holiday leisure one. Holiday hotels of high star level has begun its rapid expansion from Hainan to cities as Qingdao, Guilin, Hangzhou, Kunming, Shanghai, Shenzhen and Chongqing and international renowned brands have also flooded into China, which makes up the deficiency of Chinese holiday hotel and add a development booster to them. After a decade’s development, nationally speaking, hotels in Yalong Bay National Tourism Resort, Sanya, have become the summit of the pyramid of Chinese holiday hotel.
With the increase of the demand on culture and leisure products, multiple investment consciousness of holiday hotel has wakened up and Chinese holiday hotel has expanded from development of scale and brand to that of property.
In 2001, property hotels represented by Golden Holiday Property Hotel Beijing began to take their presence around the country. Subsequently, projects as Kangle Garden HNA Resort, South Sea Tale, Resort Horizon phase 2, Tianfuyuan and Tianze Beach Resort in Hainan, Airland Hotel in Dameisha, Shenzhen, Victoria Bay in Qinhuangdao, Hai Chang City in Dalian and International Leisure Port in Tianjin was created in sequence. Property hotel had become a fresh activist and an important part of Chinese holiday ho tel.
Development tendency of Chinese new-type holiday hotel
After Gloria Sanya, international and domestic brands as Sheraton, Marriott, Holiday Inn, Hilton, Horizon, Golden Palm and Mangrove Tree have flooded into Yalong Bay. After near a decade of development, holiday hotels in Yalong Bay have totaled 4,000 guestrooms and developed into the leader of Chinese holiday hotel in scale and class. However, since that the holiday hotel was transformed on the basis of business hotel, there are so many copy and reference on hardware as architecture, decoration and arrangement and software as hotel management procedure and service standard that holiday hotels in Yalong Bay and even Hainan are much the same in market, customer, product and service. Chinese holiday hotels should have had their personality but feature uniform standard of traditional hotel and evident homogeneity finally. In the meantime, with the rapid development of domestic economy and the presence of high consumption group as the middle class and white collar, independent tourists for holiday are highlighted. Customers place more diversified and personalized demand on holiday products and expect more the one-stop service from hotels. Well, Chinese holiday hotel is out if line in increase speed and development sale with such an increasing diversified demand. The inconsonance is especially evidently expressed in top-end customer source. For example, the swimming pool, restaurant and café of a traditional hotel are the public place and can’t satisfy the demand of noble customers on privacy. Due to the uniform housekeeping service standard and procedure, top-end customers can not experience nobleness and personality. Besides, limited by hotel design function and service item, these particular customers are difficulty to experience warmness, difference and family appeal.
Demand determines market. In the process of hotel holiday development, the diversified demand of top-end customers therefore determines that Chinese holiday hotel needs more reform and innovation in product development, management and service.
How could Chinese holiday hotel carry out innovation to satisfy the diversified demand of top-end customers? It’s always our objective. Thus, we have investigated many Chinese and foreign holiday hotels and resorts and the private holiday villas in Bali attracted us. They are worthy of learning and reference on the practice and experience to satisfy the demand of top-end customers.
Many unique private villas in Bali enjoy superior geological environment and complete facilities, are integrated with local tropical appeal, culture and arts and managed by professional agencies and implement man-to-man private butler service.
Comparing with domestic holiday villas, they share their many distinct advantages, such as detached house and independent swimming, garden, SPA pavilion, kitchen, dining room and parking space in every villa, with nobleness and privacy promised to top-end customers.
In the meantime, how to satisfy better the personalized demand of customers in service management? After investigation and analysis, we find that butlership service has been focused increasingly and means a big attraction to top-end customers.
Butlership originates from England in the 18th century. In the age of Victoria, only families of royal courts of England and France, hereditary aristocracy and nobility were qualified to employ such a butler. It’s a symbol of top-class life. As the time goes by, butlership has gradually become an occupation that provides service for hotels and big families.
Butlership implements considerate man-to-man, around-the-clock and one-stop service and its service standard is professional and noble enough to promise nobleness to customers.
In recent years, the executive floors of some business hotels of high star level in china also implement butlership service. Regarding service object, businessmen who live in executive floors are dominant; regarding service scope, affairs within the hotel scope and related with the hotel are available; regarding service hours, such item of service of the entire hotel covers the duration from check-in to check-out of such customers; basically, English butlership concept and operation mode are followed and referred.
As butlership has been introduced into China in recent years, some domestic large noble villa communities have also adopted butlership. These butlers mainly focus on and are limited in housekeeping.
Innovation and practice of Chinese holiday hotel
Is it possible to combine organically the butlership service that is adopted in private holiday villas in Bali and popular internationally with the management of Chinese five-star holiday hotels to create innovatively a new approach or mode that fits and can boost the development of Chinese holiday hotels? It’s a big challenge and a meaningful task. Let’s commence our work of innovation and practice from here.
Product innovation
1. By referring to the mode of private holiday villas of Bali, we constructed 104 blocks of detached houses in the area covering over 200mu in Yalong Bay Tourism Resort. Every villa is matched with an independent courtyard, swimming pool SPA pavilion, kitchen and a lotus pond. It, named as the No. 5 resort hotel in Yalong Bay, Sanya, has become the first 5-star holiday hotel composed of detached houses in China.
2. The entire holiday resort themes Bali culture and boasts surrounded tropical rain forest, dense rare plants, an encircled lake and a lotus pond in each courtyard. It features the natural and pure decoration style. It is the only 5-star resort hotel themed Bali culture in China.
3. By considering Chinese culture and customer’s consumption customs, the villa section and the central five-star hotel are equipped with facilities like restaurant on water and SPA for public entertainment and leisure activities.
Service innovation
A new holiday product should be supported with an innovative service mode. Comparing with other holiday hotels and private villas in Bali, No. 5 resort hotel in Yalong Bay is positioned to a different customer group and therefore provide a different service. It combines butlership service and Bali themed culture with the management of Chinese 5-star holiday hotel, highlights the service by professional butlers and matches every customer thereof with a professional butler to provide man-to-man and around-the-clock service during their stay. Intimate, considerate and family-like service will be fully expressed in the whole course in an one-stop manner so that both convenience and close relationship will be promised to customers. Furthermore, concern and respect on customers are emphasized and the streamline service guarantees nobleness.
Management innovation
Innovation of product and service demands the support of management innovation. The butlership service we try to establish in Chinese holiday hotel breaks the traditional function organization structure and replace it with a goose-array management structure that takes butlership as the service leader, departments as the house peeking department, catering department and the limousine fleet as the backbone and department of finance, personnel, engineering and administration as the support. This kind of structure innovation provides a powerful organizational guarantee for a hotel to provide tailored service. The organization structure is shown as follows:
Significance of the innovation and practice of Chinese new-type holiday hotel
How to satisfy the diversified and personalized demand on tourism products? It is both a challenge and opportunity to the hotel industry. To develop new customized and marketable products by innovation is the common expectation of the hotel industry.
During the innovation and practice of Chinese new-type holiday hotel, we extensively resort to foreign successful experience and especially make contract and analysis on the rule and philosophy of the butlership of English royal court and private holiday villas of Bali, which turns out to be much beneficial. Besides, to grasp the characteristic of domestic tourists (especially independent ones) in different stage by in-depth study on Chinese consumption habit and sufficiently absorb and adopt abundant successful experience of Chinese holiday hotel is one of the key factor that is decisive to the success of the innovation and practice of Chinese new-type holiday hotel. Only innovation and practice that is in compliance with current conditions of China can expect bright future.
In short, the above is a fresh try on the innovation and practice of Chinese new-type holiday hotel. Its future rests on the test of market and time. Your comment or criticism against any incorrectness is appreciated. We believe that with the joint effort of the peer, Chinese holiday hotel will develop rapidly.
|
（本文已被浏览 3283 次） |
|
客服1
文章评论
