個性當(dāng)?shù)?/h1>
2016-04-29 00:00:00
酒店精品 2016年3期
“傲途格精選”（Autograph Collection），對于大多數(shù)中國酒店業(yè)者來說依然是陌生的，但這個萬豪國際集團(tuán)（Marriott International）旗下的豪華酒店品牌自2010年問世之后以每月加盟一家酒店的速度擴張得飛快。為什么是加盟？因為這是一個獨立酒店聯(lián)盟品牌，也就是我在某期季候風(fēng)欄目文章中所談到過的——軟品牌。
相對于統(tǒng)一LOGO、統(tǒng)一設(shè)計標(biāo)準(zhǔn)、統(tǒng)一產(chǎn)品和服務(wù)元素的“硬品牌”來說，軟品牌強調(diào)每間酒店擁有屬于自己的故事，保持獨特的風(fēng)格與特色，千萬不能“雷同”。更有甚者，萬豪要求她的每間“傲途格精選”酒店都要以相當(dāng)有趣的方式將自己的故事向客人娓娓道來。于是，“傲途格精選”網(wǎng)羅一群富有激情的獨立酒店——從科羅拉多大峽谷邊只有15間客房的精品狩獵旅舍，到布拉格19世紀(jì)新古典主義的宏偉宮殿酒店，獨樹一幟。
本期設(shè)計欄目刊登的兩家巴庫新酒店就是“傲途格精選”品牌大作：巴庫大道酒店（The Boulevard Baku）抓住過去、現(xiàn)在和未來這個轉(zhuǎn)變的故事，侃侃而談；而巴庫因圖麗斯酒店（Intourist Hotel Baku）則追憶了上世紀(jì)30年代的同名酒店，不過這間21世紀(jì)的“繼任者”顯然有自己的敘述手法——將舊酒店鼎盛時期的裝飾風(fēng)格引入其中的同時，從不掩蓋自我的新格調(diào)。
講故事，有激情，隨著中國標(biāo)準(zhǔn)化酒店的日趨飽和以及年輕一代消費者對自我個性的追求，軟品牌酒店在中國的價值必然也會顯露端倪。
The Age of Personality
\"Autograph Collection\"， a luxury hotel brand of Marriott International， is still unfamiliar to the majority of the Chinese hotel industry. Since its advent in 2010， Autograph Collection has been expanding at a great speed， with one more hotel joining the brand every month. Why join？ Because this is an alliance brand of independent hotels， something I talked about in the article of our Seasonal Wind column， namely， the soft brand.
Compared to the \"hard brand\" with a unified logo， design standards， products and services， the soft brand places great emphasis on individuality and every hotel has its own story and maintains its own unique style and features. It is anything but \"similar.\" What is more， Marriott requires every member of \"Autograph Collection\" to tell stories to the guests in a very interesting way. Therefore， \"Autograph Collection\" has gathered a group of passionate independent hotels – from the boutique hunting lodge of the Grand Canyon with only 15 rooms， to the 19th century neoclassical Grand Palace Hotel in Prague. Each of them has a unique style.
The two new Baku hotels featured in the Design column are also masterpieces of the brand： The Boulevard Baku elaborates on a transitional story of the past， present and future； and Intourist Hotel Baku recalls the hotel of the same name in the 1930s； however， this 21st century \"successor\" obviously has its own narrative –it never conceals the new style of its own while maintaining the decorative style of its heyday.
Tell stories with passion. With the gradual saturation of China's standardized hotels， as well as the young consumers' pursuit of personality， the value of the soft brand hotel will soon emerge in China.
——執(zhí)行主編：王楊
tracy@hotelelitemag.com
“傲途格精選”（Autograph Collection），對于大多數(shù)中國酒店業(yè)者來說依然是陌生的，但這個萬豪國際集團(tuán)（Marriott International）旗下的豪華酒店品牌自2010年問世之后以每月加盟一家酒店的速度擴張得飛快。為什么是加盟？因為這是一個獨立酒店聯(lián)盟品牌，也就是我在某期季候風(fēng)欄目文章中所談到過的——軟品牌。
相對于統(tǒng)一LOGO、統(tǒng)一設(shè)計標(biāo)準(zhǔn)、統(tǒng)一產(chǎn)品和服務(wù)元素的“硬品牌”來說，軟品牌強調(diào)每間酒店擁有屬于自己的故事，保持獨特的風(fēng)格與特色，千萬不能“雷同”。更有甚者，萬豪要求她的每間“傲途格精選”酒店都要以相當(dāng)有趣的方式將自己的故事向客人娓娓道來。于是，“傲途格精選”網(wǎng)羅一群富有激情的獨立酒店——從科羅拉多大峽谷邊只有15間客房的精品狩獵旅舍，到布拉格19世紀(jì)新古典主義的宏偉宮殿酒店，獨樹一幟。
本期設(shè)計欄目刊登的兩家巴庫新酒店就是“傲途格精選”品牌大作：巴庫大道酒店（The Boulevard Baku）抓住過去、現(xiàn)在和未來這個轉(zhuǎn)變的故事，侃侃而談；而巴庫因圖麗斯酒店（Intourist Hotel Baku）則追憶了上世紀(jì)30年代的同名酒店，不過這間21世紀(jì)的“繼任者”顯然有自己的敘述手法——將舊酒店鼎盛時期的裝飾風(fēng)格引入其中的同時，從不掩蓋自我的新格調(diào)。
講故事，有激情，隨著中國標(biāo)準(zhǔn)化酒店的日趨飽和以及年輕一代消費者對自我個性的追求，軟品牌酒店在中國的價值必然也會顯露端倪。
The Age of Personality
\"Autograph Collection\"， a luxury hotel brand of Marriott International， is still unfamiliar to the majority of the Chinese hotel industry. Since its advent in 2010， Autograph Collection has been expanding at a great speed， with one more hotel joining the brand every month. Why join？ Because this is an alliance brand of independent hotels， something I talked about in the article of our Seasonal Wind column， namely， the soft brand.
Compared to the \"hard brand\" with a unified logo， design standards， products and services， the soft brand places great emphasis on individuality and every hotel has its own story and maintains its own unique style and features. It is anything but \"similar.\" What is more， Marriott requires every member of \"Autograph Collection\" to tell stories to the guests in a very interesting way. Therefore， \"Autograph Collection\" has gathered a group of passionate independent hotels – from the boutique hunting lodge of the Grand Canyon with only 15 rooms， to the 19th century neoclassical Grand Palace Hotel in Prague. Each of them has a unique style.
The two new Baku hotels featured in the Design column are also masterpieces of the brand： The Boulevard Baku elaborates on a transitional story of the past， present and future； and Intourist Hotel Baku recalls the hotel of the same name in the 1930s； however， this 21st century \"successor\" obviously has its own narrative –it never conceals the new style of its own while maintaining the decorative style of its heyday.
Tell stories with passion. With the gradual saturation of China's standardized hotels， as well as the young consumers' pursuit of personality， the value of the soft brand hotel will soon emerge in China.
——執(zhí)行主編：王楊
tracy@hotelelitemag.com
