Wang’s Hotel Talk

閑談：精品酒店的基因

A Gene of the Boutique Hotel

歐洲，是小型精品酒店亮相最多的地方。尤其在法國，荷蘭和意大利這幾個最不缺時尚藝術(shù)和設(shè)計師的國度，近年來，世界精品酒店陸續(xù)登場，引人矚目。

歐洲的精品酒店其實是中端小酒店的升級版。二十一世紀以來，受益于全球化經(jīng)濟的發(fā)展和大量東方旅行者的到來，豪華酒店的房間飽和，價格水漲船高，另一種價格略低的市場空間就被擠壓出來，成千上萬擁有最佳地段小樓小院老宅的歐洲城市家庭便紛紛出手，聯(lián)合湊股，加上找到資本和銀行支持，把之前的老房子舊公寓或破敗旅館重新設(shè)計翻新，搖身一變，就成了精品酒店 Boutique Hotel。

可是，這些老房子受限于空間較小，無法和大型豪華酒店收購的銀行建筑或政府機構(gòu)建筑PK，而且太多豪華酒店的標(biāo)準配置無法實現(xiàn)，客房數(shù)量也只在二三十間或者更少，這就逼使業(yè)主和股東們必須想出制勝的“招數(shù)”，比如：那些位置特別好、回報前景顯而易見，投資也充裕的，就做一個迷你版豪華精品酒店，而且設(shè)計更加精致，家具燈飾和配品都選最好的名牌產(chǎn)品，使其成為真正的精品；而那些雖然位置也很好、回報前景也沒問題，但投資額度比較有限需要節(jié)省一些的，就做“時尚藝術(shù)酒店”或者“設(shè)計酒店”，以少勝多！

這類私宅老房翻新后的酒店身份就這樣混淆在精品酒店、時尚藝術(shù)酒店和設(shè)計酒店之中，其規(guī)模、功能和服務(wù)都大同小異如出一轍，唯獨風(fēng)格特色各有出彩。這種打造中小型酒店的“高招”，確實是被市場硬生生擠推出來的，可以說是“應(yīng)運而生”。

而精品酒店“Boutique Hotel”這個名字卻是上世紀九十年代被美國人創(chuàng)造出來的，Boutique原本的英文含義是指那些又小又貴的精致奢飾品，轉(zhuǎn)用在豪華精致小酒店上倒真是貼切。在酒店這個行業(yè)里，起一堆名字鬧點動靜推出品牌，然后創(chuàng)造虛擬數(shù)字資產(chǎn)，然后輾轉(zhuǎn)騰挪收購倒賣變現(xiàn)生錢……，尤其這十幾年，美國和亞洲的酒店資本精英都在頻繁操盤，他們是這方面真正的行家和“老江湖”。但在歐洲，大酒店依然是豪華大酒店，小酒店正在一個個變成精品酒店，品質(zhì)和服務(wù)還是歐洲酒店的精神支柱，永不動搖。在酒店資本方面，歐洲是被動者，賣出的不少，買入的幾乎沒有。而近來的買者，最多來自亞洲。

資本看不上歐洲成千上萬家小酒店，因為收入太少，統(tǒng)一太難；而多數(shù)歐洲小酒店都是家族產(chǎn)業(yè)傳承的個體，很少人看重被酒店品牌捆綁連鎖后的好處，倒是請個設(shè)計師實現(xiàn)自己的精品酒店夢想更有情懷，更符合歐洲人的價值觀，更說明了歐洲精品酒店本身的基因。

這是一種什么樣的基因呢？

歐洲大陸是世界文明的發(fā)祥地之一，歐洲古老城市的形成和演進歷經(jīng)數(shù)百年積淀，愈加成熟愈加優(yōu)雅，成為世界文化、歷史、建筑和藝術(shù)的寶庫。90%的歐洲本土人，無論成敗、無論貧富，都在慢慢地平靜地享受著早已習(xí)慣的生活，兩次世界大戰(zhàn)也沒能改變他們，今天的局部恐怖主義威脅也不會改變他們。但是在美國，別看距離歐洲大陸不太遠，卻有著完全不同的生活方式價值觀。

其實，留在歐洲的人和移民美國的歐洲人，已經(jīng)在意識形態(tài)上分道揚鑣。前者更加渴望精神的自由，后者更加崇尚追求財富。

所以我們看到，歐洲的建筑師和美國的建筑師，歐洲的室內(nèi)設(shè)計師和美國的室內(nèi)設(shè)計師有著多么不同的作品。而渴望出名的歐洲建筑設(shè)計大師都離不開美國式的包裝宣傳，都會參加在美國舉辦的業(yè)界活動，有些人辦公室在歐洲，自己則長期生活在美國。即使是亞洲很好的設(shè)計師，也希望在美國有作品，就像世界各國最好的導(dǎo)演和演員，也渴望好萊塢和奧斯卡的承認。

然而，歐洲的經(jīng)典酒店，自古就在老建筑中誕生，至今未變；歐洲最好的建筑師和設(shè)計師，即使沒有在美國出名的，也有很多十分優(yōu)秀的作品，包括那些著名的豪華大酒店，以及近年來很多精品酒店。

豪華酒店Luxury Hotel其實就是經(jīng)典酒店，或者成為古典風(fēng)格的酒店Classic Hotel。在歐洲，古典就是豪華。這種酒店通常的標(biāo)志就是身居古老建筑之中，有一個大堂Lobby，有兩三個餐廳和酒吧，有幾十間客房，最好還有個Inner Yard內(nèi)庭院，再有個不必很大的屋頂游泳池！具備這種條件的，既有面子又有里子，既有日常經(jīng)營收入又擁有品牌價值，很受資本市場的青睞。

這種豪華酒店在歐洲主要大城市里共有不足一百家，有的數(shù)代傳承，有的歷經(jīng)資產(chǎn)變換，至今都是歐洲國家城市中最美麗的名片，她們的數(shù)量，就像城市里的教堂一樣，有多少就是多少，以后很難再有新的增加了。除了極少數(shù)亞洲投資者有幸買到政府出售的老建筑，掏空肚子重修，像巴黎半島酒店是法國外交部的房產(chǎn)被薩科奇政府賣掉的，倫敦科林西亞酒店是英國國防部的辦公樓被卡梅倫政府賣掉的，這樣的案例也實在是難得。

而精品酒店，這些從大酒店市場擠壓出來的空間，打從上世紀末就在歐洲幾個大都市開始萌芽，到如今迅速衍生發(fā)展而來，她們在百年老建筑中享盡滋潤，又生逢其時，追求個性化和藝術(shù)性更使其備受關(guān)注和喜愛，讓無數(shù)客人眼前一亮，心中一動。

當(dāng)今，世界著名大城市的歷史積淀很深厚，同時又接受著現(xiàn)代文化技術(shù)的大面積空降，并滲透進無數(shù)大大小小的城市細胞之中，酒店業(yè)概莫能外。為此，不論豪華大酒店還是精品酒店，酒店的業(yè)主、經(jīng)營者和設(shè)計師都組成了完美的同盟。在精品酒店的策劃和設(shè)計中，這種同盟合作的效率尤其更高。在這個過程中，人們所秉承的，還是無法磨褪并引以為傲的基因。對這份基因的堅持，反過來又為每家精品酒店奠定了成功的基礎(chǔ)。

Europe has the most small boutique hotel. Especially in some countries which were lack art and fashion designer， like France， the Netherlands and Italy. In recent years， the world boutique hotels are on the stage and catch the world's eyes.

Boutique hotels are actually the upgraded version of mid range small hotels. Since 21st centuries， due to the development of global economics and great amount of eastern travelers， the price of luxury hotels hiked， which then gave rise to a market that caters to lower prices. So hundreds and thousands of families in the European city started to put together capital and loans from the bank to transform their old apartments or hotels occupying the best location into boutique hotels.

But， due to its limited space， boutique hotels cannot compare with luxury hotels， or realize their standard facilities， and the amount of guestrooms remains at 20 or 30 or even less， which forces the owner and investors to employ a different strategy， for example， for those with exceptional location， obvious return rate and ample investment， they will turn the place into a small size luxury hotel， with more sophisticated design and real luxury. For those with good location and return rate， but limited investment， they will focus on the artistic and fashion design， and the quality is the winning priority here.

Such hotels have mixed their identities between boutique hotel， fashion and art hotel， and design hotel； they have the same scale， function and service， the only thing different is it's unique in style. Such strategies for creating mid and small sized hotels are completely based upon market needs.

However， the name \"boutique hotel\" was created by the American around 1990. In hotel industry， you make a name， make a buzz， launch your brand and create virtual capital， followed by selling and profiting. For over a half century， many elites in the world are real experts in this field， And they know how to play their games well.

But in Europe， the big and branded hotel is still a luxury hotel， small hotels are into a boutique hotel one by one， quality and service is still the spiritual pillar of the European hotel， will never be shaken. In terms of hotel capital， Europe is passive， sell many， and buy less. The recent buyers， most come from Asia.

Capital turn its nose up at the thousands of small hotel in Europe， because of too little income and unified too hard. While most European small hotels are family industrial heritage of the individual， few people value are the benefits of the hotel chain brand tied after， no better than employed a designer realizes own dream boutique hotel， have more feelings， more in line with European values， and these says more about the European boutique hotel itself.

Europe is the cradle of recent world civilizations. Through hundreds of years of accumulation， the ancient European cities have matured ever more elegantly and become The treasure trove of the world culture， history， architecture and art. 90% of the European locals， regardless of their social status and finance， having joyed their old lifestyle peacefully， unchanged by even the two world wars or the partial terrorism threats today. But in America， though not too far from Europe， all the lifestyle and values are completely different.

Actually， for Europeans， those who stayed behind Europe and those who have immigrated to America， have gone separate ways on their ideologies. The former craves spiritual freedom while the latter chases after wealth.

For this reason， we can see big difference in works between the architects from Europe and America， and also the interior designers from Europe and America. For those European master architects that desire fame， they have to follow the American style promotion and packaging， and they do go to the industry activities held in America. Some people have their office in Europe， but for themselves， they choose to live long time in America. Even excellent designers in Asia would hope to have works done in America， this is like the best directors and actors in China also crave the recognitions from Hollywood and Oscar.

However， all the classic hotels in Europe were born in ancient buildings， and this hasn't changed even until now. The best architect and designers， even if they're not famous in America， they still have many excellent works， including design works of boutique hotels.

The Classic hotel that is also called the Luxury hotel， and classic means luxury in Europe. The signature of this type of hotel is that it is usually located within an ancient building， with a lobby， two or three restaurants and bar， a couple dozen guestrooms， and perhaps an inner yard and a rooftop swimming pool that doesn't have to be big！ When a hotel meets these requirements， it would possess both daily income and brand value， and would usually profit greatly in the capital market.

There are currently less than 100 such luxury hotels within the major cities in Europe， some have been passed down for centuries， and some have changed hands many times， but all of them are the most beautiful name cards of European country.The quantity of such classic hotels is like that of the chapels in the city， the amount is fixed and it's hard to have any more new additions. Very few investors could be lucky enough to buy ancient buildings sold by the government， and to renovate and build into a new hotel， examples like Peninsula Hotel Paris and Corinthia hotel London are very rare.

However， the boutique hotels which were squeezing out from the branded hotel market space， begin to bud and rapidly developed derivatives since the end of last century in several European cities by now. They enjoy moisturizing in the century-old buildings， and even tailor-made， to pursue personal and artistic help them win more attention and love， make the guest shine at the moment， the heart movement.

Nowadays， the world famous city of history is very deep， accept the modern cultural technology of large-area airborne at the same time， and penetrate the cells of numerous large and small cities， the hotel industry all include. Therefore， regardless of luxury hotel or boutique hotel， hotel owners， operators and designers have formed a perfect union. In the planning and design of boutique hotels， this kind of alliance cooperation especially higher efficiency. In the process， in accordance with the people， still can't grind faded and proud of genes. Insistence of the gene and in turn for each boutique hotel laid the foundation of success.