都是酒店，各有不同，有的紅紅火火，有的艱難度日。但凡經(jīng)營(yíng)紅火的一定有個(gè)聲名遠(yuǎn)揚(yáng)的品牌，不僅耳熟能詳，而且跨越國(guó)界；而經(jīng)營(yíng)困難的的酒店，自然無(wú)精打采，看客房?jī)r(jià)格和員工表情便知。

也有例外：先把低廉收入酒店成堆捆綁做成金融產(chǎn)品，擠出浮利再做收益較好的酒店。這和愈演愈熱的大牌國(guó)際酒店集團(tuán)的大本買賣異曲同工，比的是資源、經(jīng)驗(yàn)和冒險(xiǎn)精神，都有成本都有風(fēng)險(xiǎn)都要小心操持。此時(shí)員工表情不太重要。

但酒店畢竟是酒店，要面向市場(chǎng)面向社會(huì)，要贏得人心贏得長(zhǎng)久，即使沒(méi)有金融投資幫忙，即使只是單槍匹馬，也完全可以做好生意，賺足夠的錢，使每位員工都有一張自信的笑臉，使每一位客人都成為朋友。這就要依靠酒店本真的主題：文化。

酒店文化鑄成酒店命運(yùn)。

酒店的選址和規(guī)劃有文化，酒店的建筑外觀和室內(nèi)設(shè)計(jì)有文化，酒店的歷史有文化，酒店的名稱有文化，酒店的環(huán)境生態(tài)有文化，酒店的成本控制有文化，酒店的功能布局有文化，酒店的Logo和VI形象設(shè)計(jì)有文化，酒店的經(jīng)營(yíng)管理有文化，酒店總經(jīng)理的個(gè)人魅力有文化，酒店的服務(wù)有文化，酒店的餐食有文化，酒店員工的制服有文化，就連酒店內(nèi)的每塊標(biāo)牌，每組燈光，每件藝術(shù)陳設(shè)品，酒店里的每個(gè)花藝每株樹(shù)，酒店門童的一聲問(wèn)候，酒店前臺(tái)的一個(gè)笑容……都有文化。這些內(nèi)容，合成了每家酒店的完整文化體系，滋養(yǎng)著每家酒店的血脈肌體，也奠定著每家酒店的生身命運(yùn)。

當(dāng)代酒店的成與敗，規(guī)模大小和投資多少早已不是決定因素。不論酒店大小，不論身在何處，只要因地制宜，量身訂制，使自身?yè)碛薪∪?、結(jié)實(shí)、完美的文化價(jià)值體系才是根本。

歐洲各大都市有不少大名鼎鼎的老牌酒店名望卓著，如巴黎的麗茲酒店、莫里斯酒店、皇家蒙索酒店；羅馬的廣場(chǎng)酒店、皇家輝煌酒店；倫敦的薩伏伊酒店、皇家咖啡廳酒店、圣詹姆士酒店等，大都是家族企業(yè)上百年甚至百多年傳承經(jīng)營(yíng)而來(lái)，雖然從未停止被資本收購(gòu)和倒賣，但酒店的核心價(jià)值和運(yùn)營(yíng)中樞始終堅(jiān)守不變。

其實(shí)，這些“獨(dú)此一家”老牌酒店的價(jià)值一點(diǎn)不輸那些幾十家甚至幾百家連鎖的國(guó)際酒店品牌。反而，國(guó)際金融資本每隔幾年就要在這類單體老牌酒店身上打主意，要么購(gòu)買酒店股份占些便宜，要么連鍋端收購(gòu)酒店加品牌用以操作升值謀利，要么創(chuàng)新一個(gè)特許權(quán)玩酒店無(wú)形輕資產(chǎn)……而酒店籍此既能吸收資金改造提升，又能保護(hù)自己維護(hù)長(zhǎng)久利益，兩廂情愿何樂(lè)不為？仔細(xì)想想，這種優(yōu)質(zhì)的獨(dú)家酒店正是以文化價(jià)值喚來(lái)了資本價(jià)值。

酒店的文化價(jià)值，一是體現(xiàn)在理念和做法上，二是體現(xiàn)在內(nèi)涵和魅力上。這兩項(xiàng)模糊不清的酒店，經(jīng)營(yíng)和發(fā)展都無(wú)從談起，客人不會(huì)感興趣，資金也不會(huì)找上門。

酒店文化的首要理念就是“酒店必須是酒店，而不是別的”。這就需要從始而終堅(jiān)持每一件事情都要按酒店的專業(yè)化需要去做，按最終服務(wù)對(duì)象客人的需求去做。從策劃到規(guī)劃，從市場(chǎng)判斷到成本核算，從建筑設(shè)計(jì)到室內(nèi)設(shè)計(jì)，從功能布局到經(jīng)營(yíng)策略……，每一個(gè)做法都是專業(yè)的、內(nèi)行的、科學(xué)的、經(jīng)得起長(zhǎng)期檢驗(yàn)的，能夠?yàn)榫频晖顿Y帶來(lái)正常的乃至更好的回報(bào)的。這些工作鑄就了酒店整體成功的根基，也注入了酒店永久命運(yùn)的DNA，這就是酒店的文化之根。

看一個(gè)酒店，就像看一個(gè)剛剛長(zhǎng)大的孩子，是否成熟健康，是否富有文化基因，或者先天不良，一眼便知。

酒店文化的更大能量是自身內(nèi)涵和魅力的展現(xiàn)。歷史與傳奇的價(jià)值、品牌與形象的驕傲、設(shè)計(jì)與藝術(shù)的享受、禮賓的無(wú)微不至、餐食的精致美好、人性服務(wù)與舒適環(huán)境的完美結(jié)合，以及員工的自信自然和得體禮儀傳達(dá)給客人的溫馨質(zhì)感，都是酒店內(nèi)涵和精彩魅力的展現(xiàn)，都是酒店文化的傳播。

酒店的體內(nèi)健康和精神氣質(zhì)是一個(gè)整體，先有健康后有氣質(zhì)，二者從始至終完美結(jié)合，便構(gòu)成牢不可破的酒店文化和酒店價(jià)值。這不僅從房?jī)r(jià)上看得出來(lái)，也從員工發(fā)自內(nèi)心的微笑中看得出來(lái)。酒店文化，必然鑄成酒店命運(yùn)。

歐洲，老酒店多，底蘊(yùn)深厚的酒店多，百年老店至今仍舊精神抖擻的最多。要看透酒店文化，就去老歐洲。

All hotels are different， some are booming and some are struggling. The flourishing business always has a famous brand and goes international； and the struggling hotels are slack， just check the hotel room price and look of the employees.

There are exceptions： first make the bundled low-income hotels into financial products， wait for a better income profits before opening better hotels. This is similar to the capital game played by the big international hotel groups. Resources， experience and spirit of adventure are required. One should be careful with cost and risk. Now the staff's feelings are not very important.

But the hotel is after all the hotel， that needs to face the market and win people's heart. Even without financial help， one can still do business， earn enough money， so that each employee has a confident smile， make every guest a friend. This depends on the hotel's true theme： culture.

Hotel Culture that formulates the Hotel Destiny.

There is culture in everything： hotel's location and planning， hotel building exterior and interior design， historical value， the name of the hotel， the hotel environment， the hotel cost control， the functional layout of the hotel， Logo and VI image design， hotel management， the personal charm of the general manager， food， staff uniforms， even in the sign and light， each piece of art furnishings， each flower and every tree in the hotel， the doorman greeting， the front desk smile... Everything has culture in it... These contents have built the complete cultural system of the hotel and created each hotel's own destiny.

The success and failure of the contemporary hotel lie not in size or investment. Regardless of the size and location of the hotel， as long as it suits local conditions， and has a sound， strong， perfect cultural value system， this is fundamental.

Many classic old hotels have remained in Europe， such as Meurice Hotel， Ritz Hotel， Royal Monceau in Paris， The Rocco Forte Hotel in Rome； Savoy， and St. James hotel in London. These hotels are mostly family business heritage over hundred years ago. Although they are always being bought and resold， the core hotel brand and cultural value will always adhere without change.

In fact， these \"one and only\" hotel has equal value as those of the international brand hotel chain. Every few years， the international financial capital will try something with these monomer hotels， buy hotel shares， make profitable acquisition of hotel， or create a hotel exclusivity....... And if the hotel can absorb funds to upgrade and to protect their long-term interests， why not？ Think about it， it is the quality of such hotel that has called forth capital value through its cultural value.

The cultural value of the hotel is reflected， firstly， in the concept and practice， and secondly， in the content and charm. Without these two， operations and development are out of the question， the guests will not be interested， the funds will not come.

The primary idea of the hotel culture is that \"the hotel must be a hotel， nothing else\". It is necessary from start to end， everything must be done according to the professionalization of the hotel， according to the needs of the customer. From planning and organization， from the market judgment to cost accounting， from the architectural design to interior design， from the function layout to business strategy...... every practice should be professional， scientific， tested， that can bring good returns for the hotel investment. These work cast the foundation of the overall success of the hotel， the DNA of the hotel's permanent destiny， the root of the hotel culture.

Looking at a hotel is like watching a child growing up. Is he mature and health， rich in cultural gene， or is inherently deficient， you can see in a glance.

The greater energy of hotel culture is the display of its own connotation and charm. The perfect combination of the following is important： history and legend， the value of brand and image， design and art， the exquisite meals， meticulous concierge service and comfortable environment， thoughtful service and natural confidence and graceful manners of the staff conveying to the guests. This is how the hotel culture spreads.

The hotel's physical health and mental temperament work as a whole， first comes the health， then the temperament. These two constitute the culture of the hotel and the hotel value. This is not only visible from the price， but also from the employees' smile. The hotel culture inevitably formulates the fate of a hotel.

In Europe， there are not only many， but the most old hotels with deep cultural heritage， yet still operating vibrantly today. To penetrate the hotel culture， do go to Europe.