進(jìn)入21世紀(jì)，全球酒店業(yè)慶賀了第一個(gè)十年的迅猛發(fā)展期，中東奢華酒店的炫麗表演至今記憶猶新；現(xiàn)在，酒店業(yè)又在第二個(gè)十年中歷盡洗禮，歲月蹉跎。雖然沒(méi)有任何人、也沒(méi)有任何跨國(guó)酒店集團(tuán)能夠主導(dǎo)酒店業(yè)發(fā)展的潮流，但全球經(jīng)濟(jì)的走向，世界主要地區(qū)與國(guó)家的政治社會(huì)安寧，以及金融財(cái)團(tuán)不知疲倦的投資運(yùn)作，卻是各國(guó)酒店業(yè)盤整出新，不斷發(fā)展的生命發(fā)動(dòng)機(jī)。

在這些發(fā)動(dòng)機(jī)中，工作最努力和最有成效的當(dāng)屬亞洲企業(yè)資本，他們從中國(guó)大陸、香港和新加坡出發(fā)，不僅博弈內(nèi)陸市場(chǎng)也積極走進(jìn)歐洲。被這些酒店投資資本看中的最富有影響力的酒店設(shè)計(jì)師中更不乏亞裔華人面孔和長(zhǎng)期工作于亞洲文化的西方設(shè)計(jì)師。有趣的是，他們的主要作品大都集中在追求創(chuàng)新的一批頂級(jí)高檔酒店品牌中，從文華東方、半島、W和康萊德這樣的都市豪華酒店，到柏悅、安縵、奕居這樣的奢華精品酒店，無(wú)不在追捧高端和華貴，又無(wú)不以東方設(shè)計(jì)元素博取眼球，以顛覆傳統(tǒng)的獨(dú)特效果為一些規(guī)模不太大的優(yōu)質(zhì)酒店創(chuàng)造著加倍的收益。

近十年來(lái)， 500間客房以上的大體量城市高檔豪華酒店建設(shè)項(xiàng)目在全球已經(jīng)鳳毛麟角，迪拜六、七星級(jí)酒店的投資狂潮已經(jīng)成為過(guò)往，亞洲超大型商務(wù)會(huì)議酒店的旺季也在國(guó)際市場(chǎng)的競(jìng)爭(zhēng)中普遍縮水。此刻，全球精于酒店投資的基金或者執(zhí)著于中低端酒店的數(shù)量拓展以平衡資產(chǎn)托住股市，或者早已把目光鎖定在高端品牌上而不是高端規(guī)模上，期待以少勝多，“巧取豪奪”。

于是，這些年一個(gè)個(gè)高端精品酒店在世界各國(guó)應(yīng)運(yùn)而生：20間至80間客房，超好的地段位置或風(fēng)景勝地，完美周到的財(cái)務(wù)與市場(chǎng)策劃，有限而集中的濃縮式投資，精準(zhǔn)的規(guī)劃建筑設(shè)計(jì)和具有標(biāo)志性文化意義的室內(nèi)設(shè)計(jì)，軟裝、藝術(shù)品、服裝、布草與消耗品的精美配套，高級(jí)專業(yè)水平的網(wǎng)站建設(shè)和圖片視頻宣傳，精致的菜肴和米其林星級(jí)廚師，至少二比一甚至三比一的員工/客房比例，超酷且高度人性化的現(xiàn)代酒店服務(wù)管理文化......，當(dāng)然，還有直接比肩當(dāng)?shù)刈罡邫n次五星級(jí)酒店的客房售價(jià)和四季滿房預(yù)訂的傲驕！

日本的安縵伊沐溫泉酒店擁有24間99平米的套房別墅和4套300多平米的雙臥室別墅，一共僅有28間客房；同時(shí)擁有接待廳、餐廳、酒廊、溫泉和SPA，以及可以私人租用的圖書室。

無(wú)獨(dú)有偶，遠(yuǎn)在西班牙巴塞羅那的塞洛斯酒店，占用了畢加索年輕時(shí)的畫室，臨近地中海濱的地理位置極佳，也只有28間精致舒適的客房；同時(shí)配有米其林一星的餐廳，自助休閑的酒廊，屋頂花園酒吧和泳池（畢加索畫室所在位置），以及SPA和配有私人電梯的健身房。

安縵伊沐開業(yè)剛剛一年多，塞洛斯的開幕也不到一年。同樣的巧合除了28間客房和高質(zhì)量服務(wù)水準(zhǔn)外，還有同樣高高在上的當(dāng)?shù)刈頗igh房?jī)r(jià)和幾乎永遠(yuǎn)不愁的預(yù)訂。

今天，高端精品酒店，無(wú)論在東方和西方，都是高檔豪華酒店和度假酒店中的新銳產(chǎn)品和時(shí)尚主角；無(wú)論在哪個(gè)國(guó)家和城市，無(wú)論地理和氣候如何不同，只要環(huán)境理想，交通方便，就都能找到相應(yīng)的生存環(huán)境和市場(chǎng)需求，甚至不會(huì)缺乏聞香而至的、忠誠(chéng)的遠(yuǎn)方粉絲。這種獨(dú)特產(chǎn)品帶來(lái)的輕資產(chǎn)、高收益和靚品牌效應(yīng)，以及家庭般溫暖的員工凝聚力，是很多傳統(tǒng)規(guī)模酒店難以實(shí)現(xiàn)的。

因地制宜、精準(zhǔn)定位、雖小品牌高、雖少品質(zhì)極，是當(dāng)今策劃投資高端精品酒店的核心，也必將是21世紀(jì)第二個(gè)十年里酒店業(yè)多元化精準(zhǔn)化發(fā)展的一片沃土。

Into the 21st century， the global hotel industry is celebrating the rapid development of the first decade， as everyone still remembers the dazzling performance of the luxury hotels projects in the Middle East. Now， the hotel industry has entered the second decade. Although no one and no multinational hotel groups can lead the developing trend， but the global economic trends， the political and social peace of the world's major regions， and the financial sectors' tireless investment operation have become the driving engine behind the global hotel industry.

Among these engines， the most hardworking and the most effective are the Asian corporates； they come from mainland China， Hong Kong and Singapore， not only do they take the inland market but also go actively into Europe. The designers chosen by these capitals are mostly Asian faces and Western designers who have worked long-term in the Asian culture. Interestingly， their main works are mostly realized in a number of top innovational luxury hotel brands， from Mandarin Oriental， Peninsula， W and Conrad， to Park Hyatt， Amman， The Upper House. All are in the pursuit of high-end luxury and the eye-catching elements of the East， so to reap double profit with stunning effects for the mid-sized hotels.

Over the past decade， global high-end luxury city hotel construction projects with more than 500 rooms are very rare； Dubai's six， seven-star hotel investment frenzy is now only history， Asia's large business conference hotel also dwindle in hot-season business in the international market competition. At the moment， the global hotel investment funds have focused on the number expansion of low-end hotels to hold back the stock market， or have long locked eyes on the high-end brands rather than high-end scale， and look forward to win with less and uniqueness.

So these years， high-end boutique hotels came into being： 20 to 80 rooms， super good location or scenic resort， perfect and thoughtful financial and market planning， limited and concentrated investment， accurate planning and architectural design， interior design with cultural significance， good planning of soft decoration， artwork， clothing， linen and consumables， professional website construction and picture/video promotion， exquisite cuisine and Michelin star chef， at least two to one or even three to one of the staff/guest ratio， cool and highly humane modern hotel service management culture ... Of course， the hotels boast a price range similar to that of the local top five-star hotel and a full house booking around the year！

Japan's Amanemu has 24 villas sized at 99 square meters and 4 sets of two-bedroom villas sized at more than 300 square meters， so it has a total of only 28 rooms； it also has reception hall， restaurant， lounge， hot spring and SPA， and library for private rental.

Similarly， The Serras Barcelona Spain， occupies young Picasso's studio， with a location close to the Mediterranean seaside， and has only 28 exquisite rooms； it's equipped with one Michelin-star restaurant， self-service Lounge， rooftop garden bar and pool （Picasso studio's location）， as well as spa and gym with private lift.

Amanemu opened just over a year ago， The Serras opened less than a year ago. Their coincidence， in addition to the 28 rooms and high quality service standards， are the equally top of the list price and a booking-worry that almost never exist.

Today， high-end boutique hotels， both in the East and the West， are cutting-edge products and fashion protagonist of high-end luxury hotels and resort hotels. No matter the country and city， regardless of how different the geography and climate are， as long as there are ideal environment and good transportation， one can find the surviving conditions and market demand， it might even attracts loyal fans from far away. This unique product brings light assets， high yield and chic brand effect， as well as a family-like staff cohesion， this is something a lot of traditional-scale hotels have difficulty achieving.

Planning according to local conditions， accurate positioning； although small in size， brand is high-end； although less in quantity， quality is supreme； all these are now the core values of the planning investment of high-end boutique hotel， and will also be the fertile ground for the diversification of the hotel industry development in the second decade of the 21st century.