印度洋三大明珠之一的塞舌爾群島是世界著名的熱帶度假島嶼，一百多家中小酒店中尤以頂級度假村最為傲嬌誘人。這幾年島上連開兩家四季酒店，一個在主島維多利亞美麗迷人的瑪艾島海灘，一個遠(yuǎn)避在兩百多海里外孤獨(dú)神秘的德羅什小島上，占島為家獨(dú)此一戶，地位都很霸氣。如果包含早餐和晚餐，每棟客房每天消費(fèi)2000美元起。

不只四季酒店，六善、悅榕莊、萊佛士這幾家來自亞洲的高檔度假酒店品牌也陸續(xù)來此生根，每晚1000美元起不含早餐大概是起碼的標(biāo)準(zhǔn)。和兩家四季酒店一樣，每棟別墅客房面積都在150-180平米以上，一張無比舒適的雙人大床是客房中心，另外配有獨(dú)立院落，私人泳池和海灘，甚至私家花園。這個離我們?nèi)绱诉b遠(yuǎn)的免簽小島國，其奢華度假酒店之高檔昂貴，竟毫不遜色甚至勝于地中海、東南亞和中國三亞的名牌度假酒店，為什么？

因為遠(yuǎn)而美，因為私而靜。

塞舌爾島上的頂級度假村以接待高收入的中青年夫婦和情侶為主，沒有商旅，較少兒童，極少老人。這個客源階層對遠(yuǎn)方異域孤島的熱情、精力、興趣和好奇心是不可阻擋的，兩個人做一次超級享受的高消費(fèi)決定并不困難，因為遠(yuǎn)而美，私而靜是他（她）們心底最真實的訴求。況且一家酒店的位置、景色、檔次、服務(wù)如此之高，區(qū)區(qū)幾十棟客房面對歐亞兩大洲高端度假市場，完全可以坐等上門，毫無擔(dān)憂客源的理由。

這大概就是“目標(biāo)定位”的道理。

遠(yuǎn)，其實是相對的，就繁華都市精英們的心理期待來說，即使只是一百公里外的村落民宿、溪流小鎮(zhèn)、富氧山林或落日海灘，都可能是內(nèi)心里那個渴望的“遠(yuǎn)”：如果景色很美建筑很酷，環(huán)境很靜很私密，很有設(shè)計很有文化氣息，又很溫馨很舒適很有服務(wù)檔次，任何度假小酒店都能吸引到遠(yuǎn)方來客。而且，越是遠(yuǎn)客越忠誠，越忠誠就越認(rèn)可酒店的價值。在互聯(lián)網(wǎng)時代，一家“目標(biāo)定位”精準(zhǔn)的度假小店，遠(yuǎn)客很可能來自店主從未想到過的地方，酒店的價格含金量也很可能漲到店主從未想到過的程度。

當(dāng)然，一切事在人為，塞舌爾的頂級度假小村如此霸氣，除了“目標(biāo)定位”，還有“目標(biāo)設(shè)計”和“目標(biāo)管理”。與通常酒店不同的是，這些“目標(biāo)”都高度聚焦，小而窄，目的性很唯一，著力很精準(zhǔn)，決不面面俱到。

2018年，看著老模版城市酒店步履蹣跚轉(zhuǎn)型不易，“遠(yuǎn)而美，私而靜”的中小型精品休閑度假在世界各國的風(fēng)景優(yōu)美之地迅速悄然增加，酒店逃離城市已蔚然成風(fēng)，逃離酒店（Escape Hotel）的概念從沒有像今天這樣獲得如此廣泛的共鳴，中國也不例外?？瓷先ズ孟袷且还沙绷?，細(xì)想?yún)s有其市場經(jīng)濟(jì)學(xué)可靠的內(nèi)在邏輯。

塞舌爾、馬爾代夫、毛里求斯，印度洋上這三大度假島嶼明珠，正持續(xù)不斷上演一個個更加精致的中小優(yōu)秀酒店樣板，十分值得關(guān)注。

我們遼闊的國土從南到北豐饒秀麗，依山傍水氣候宜人文化深厚的風(fēng)景名勝遍布全國，海岸、河畔、山林、島嶼的自然景觀和古鎮(zhèn)、舊街、園林、老宅的文化遺產(chǎn)各個地區(qū)都有，具備建造遠(yuǎn)離都市或近在城郊的“逃離酒店”精品的條件比比皆是，只要不圖大不圖快，瞄準(zhǔn)目標(biāo)、周全規(guī)劃，市場運(yùn)作、逐步而行，這種“遠(yuǎn)而美，私而靜”的度假精品酒店必然順理成章，積少成多，成為最受人們青睞的“心中小店”。

對新型酒店的投資者和設(shè)計者來說，泛泛改變不如精準(zhǔn)定位，因為優(yōu)秀度假酒店的高價值客人，必是少數(shù)人群；此情此景，低頭眼前不如抬頭望遠(yuǎn)，因為優(yōu)秀度假酒店的最忠誠客人，多數(shù)來自遠(yuǎn)方。

遠(yuǎn)而美，私而靜，是度假精品酒店的核心目標(biāo)。

The Seychelles， one of the three major pearls of the West Indian Ocean， is a world-renowned tropical holiday island. Among the more than one hundred small and medium-sized hotels， the top resorts are the most tempting. In the past few years， the island has opened two Four Seasons resorts， one on the beautiful Mahe Island beach on the main island of Victoria， and one on the island of Desroches， a lonely and mysterious land of more than 200 nautical miles away. Since the policy is \"one island， one hotel\" the status is most grandiose. If breakfast and dinner are included， each room costs USD 2，000 per day.

Not only the Four Seasons， even Six Senses， Banyan Tree， Raffles， several high-end resort hotel brands from Asia have come to take root here one after another. Starting from $1，000 per night without breakfast is probably the minimum standard. Like the two Four Seasons resorts， each villa has a room area of 150-180 square meters or more. An extremely comfortable double bed sits in the center of the room. It is also equipped with an independent courtyard， private pool and beach， and even a private garden. This visa-exempt small island country is so far away from us yet its luxury resorts are expensive and not a bit inferior to the famous resorts in the Mediterranean， Southeast Asia and China Sanya. Why？

Because it is faraway and beautiful， private and quiet.

The top resorts on the island of Seychelles target mainly the high-income middle-aged couples and young couples. There are no business trips， very few children and elderly people. The enthusiasm， energy， interest， and curiosity of this customer range towards distant alien islands are unstoppable. It is not difficult for two people to make a high-end consumption decision for a super enjoyment because they are far and beautiful， private and quiet， this being the real appeal for the heart. Moreover， the location， scenery， class and services of a hotel are so high that dozens of rooms versus the two big high-end holiday markets of Europe and Asia means they totally do not have to worry about the source of tourists.

This is probably the reason for \"targeting\".

\"Far\" is actually a relative concept. In terms of the psychological expectation of the prosperous urban elites， even the small villages， towns by the stream， oxygen-rich forests， or sunset beaches that are only a hundred kilometers away could be deemed as somewhere far away as long as they may fulfill the inner desire. If the scenery is beautiful， the building is cool， the environment is quiet and private， the design is of cultural sense， and it is warm and comfortable with quality service， then any small resort can attract guests from afar. Moreover， the further the hotel is， the more loyal the customers are， the more loyal they are， the more they recognize the value of the hotel. In the Internet era， a \"precisely targeted\" holiday hotel may have customers coming far from where the owner could never have imagined， and the price of the hotel is likely to rise to a level that the owner never thought of.

Of course， everything depends on the personnel and management， Seychelles' top resort village is so grandiose， in addition to \"targeting\"， there is also \"target design\" and \"target management\". Unlike ordinary hotels， these \"targets\" are highly focused， small and narrow， and they are very precise and purposeful. They are not aiming to cover every facet.

In 2018， looking at the embarrassing transformation of the old model hotels， the \"Escape Hotel\"， a small and medium leisure resort with \"faraway and beautiful， private and quiet\" quality， is rapidly growing in scenic spots around the world， and China is no exception. It seems to be a trend， but after pondering， there is a reliable internal logic of market economics.

Seychelles， Maldives， Mauritius， these three Pearls of holiday islands in the Indian Ocean are continuing to present more refined models of small and medium-sized outstanding hotels， which are worthy of attention.

At this moment， making the general change is not as good as accurate targeting， because the high-value guests of excellent resort hotels must come from very few elites； in this situation， it is better to look up than to look down for clients， because most of the most loyal guests in excellent hotels come from far away.

Yes， faraway and beautiful， private and quiet， is just the resort's core objective.

（塞舌爾群島的四季酒店，以及六善、悅榕莊、萊佛士這幾家來自亞洲的高檔度假酒店品牌陸續(xù)來此生根，含早餐每晚1000-2000美元起大概是起碼的標(biāo)準(zhǔn)。每棟別墅客房面積都在150-180平米以上，一張無比舒適的雙人大床是客房中心，另外配有獨(dú)立院落，私人泳池和海灘，甚至私家花園。這個離我們?nèi)绱诉b遠(yuǎn)的免簽小島國，其奢華度假酒店之高檔昂貴，竟毫不遜色甚至勝于地中海、東南亞和中國三亞的名牌度假酒店，為什么？）