從歐洲到北美，半個(gè)多世紀(jì)以來(lái)，因緣經(jīng)濟(jì)結(jié)構(gòu)與社會(huì)生活的變遷，以及文化歷史、城市進(jìn)化、交通和旅游發(fā)展等各種因素，在豪華大酒店統(tǒng)治旅行接待業(yè)的同時(shí)，越來(lái)越多的小型酒店也在世界大都市的古城老區(qū)里應(yīng)運(yùn)而生，近二十年來(lái)，這些小酒店逐漸找到了自己真正的歸屬和名分：“精品酒店”。

無(wú)論大酒店小酒店，老酒店新酒店，都在互相關(guān)注取長(zhǎng)補(bǔ)短，雖有競(jìng)爭(zhēng)但同行默契。尤其是各國(guó)的精品酒店，很多已摸索出使自己身價(jià)倍增的經(jīng)營(yíng)模式和設(shè)計(jì)套路，令人稱羨。近年來(lái)，從西方老城衍生而來(lái)的“精品酒店”概念已經(jīng)深入人心踏足全球，不僅侵入世界各大城市繁華街區(qū)，也在風(fēng)景名勝地悄悄試水精品度假休閑酒店。

最近幾年，傳統(tǒng)豪華大酒店可能第一次發(fā)現(xiàn)與自己對(duì)壘的另一種龐大的酒店類型正在市場(chǎng)中快速蔓延，這就是已經(jīng)擁有一套全新盈利體系和設(shè)計(jì)模版的，國(guó)際范兒的精品酒店。

以小博大，以多勝少，以精勝俗，以新勝舊——當(dāng)代精品酒店的發(fā)展潮流已經(jīng)勢(shì)不可擋。

來(lái)自歐洲的酒店基因

歐洲大陸是近代世界文明的發(fā)祥地，歐洲古老都市的形成和鞏固經(jīng)千百年積淀，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(kù)。90%的歐洲本土人，無(wú)論成敗、無(wú)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)沒能改變他們，今天的點(diǎn)滴恐怖主義威脅也不會(huì)改變他們，他們的多數(shù)注定在文化的沉浸和固定的節(jié)奏中生活始終。

歐洲的經(jīng)典酒店，多在數(shù)百年老建筑中誕生，至今未變，是歐洲數(shù)代城市居民的生活記憶，最典型的就是所謂豪華古典酒店（Luxury Classic Hotel）。

在歐洲，古典就是豪華，年代就是價(jià)值。

這種豪華古典酒店，在歐洲主要大城市里共有不足一百家，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。

與此同時(shí)，仍有太多堅(jiān)固的老銀行，優(yōu)雅的老修道院和高大空落的老宅舊店隱秘在歐洲多國(guó)的城市和近郊的歷史街區(qū)中閑散度日，來(lái)自中東和亞洲的重磅資本以及歐洲各地的小股投資基金便紛紛找上門來(lái)。于是，老房子的主人，那些爺爺輩的老兄弟們便聚在一起做出決定，歐洲大城市里由此衍生著一個(gè)又一個(gè)精品酒店，直到今天仍在繼續(xù)，而且越來(lái)越成熟、越來(lái)越富有價(jià)值，越來(lái)越成為城市中設(shè)計(jì)和藝術(shù)的展示窗口，越來(lái)越受市場(chǎng)的關(guān)注和客人的喜愛。

應(yīng)該說(shuō)，從歐洲開始，當(dāng)代酒店的基因正在繁衍中變異和升華。

美國(guó)：當(dāng)代酒店的弄潮者

美國(guó)，雖然距離歐洲大陸不太遠(yuǎn)，卻和歐洲有著完全不同的生活方式價(jià)值觀。

歐洲的室內(nèi)設(shè)計(jì)師和美國(guó)的室內(nèi)設(shè)計(jì)師就有所不同，前者慢而求靜，后者快而好動(dòng)。渴望更加成功的歐洲亞洲的優(yōu)秀建筑師和室內(nèi)設(shè)計(jì)師只好尋求美國(guó)式的包裝宣傳，不僅重視美國(guó)設(shè)計(jì)界舉辦的活動(dòng)，也會(huì)嘗試在美國(guó)生活長(zhǎng)住，這對(duì)獲得更多的名望和更多的業(yè)務(wù)信息幫助很大，即使是精品酒店，即使只在某個(gè)酒店里做局部區(qū)域的設(shè)計(jì)，只要能在美國(guó)有項(xiàng)目，都會(huì)取得事半功倍的宣傳效果。就像各國(guó)最好的電影導(dǎo)演和演員，也渴望得到好萊塢和奧斯卡的承認(rèn)。

留在歐洲的人和常住美國(guó)的歐洲人，似乎已經(jīng)在意識(shí)形態(tài)上分道揚(yáng)鑣。前者更加渴望精神的自由，后者更加追求財(cái)富，崇尚名利和成功，各有道理，見仁見智。

歐洲的優(yōu)秀建筑師和設(shè)計(jì)師，有很多優(yōu)秀的作品，但沒有在美國(guó)混生活，就難以出名。

眾所周知，在美國(guó)出名就等同于在世界出名，美國(guó)的雜志是美國(guó)文化中的名人制造場(chǎng)，美國(guó)文化藝術(shù)設(shè)計(jì)界的幾個(gè)評(píng)獎(jiǎng)大秀早已搞的全世界唯其馬首是瞻。這個(gè)事實(shí)，把美國(guó)的喧囂和歐洲的寧?kù)o對(duì)比的無(wú)以復(fù)加。

但不喧囂不弄潮就不是美國(guó)，不包裝作秀不制造品牌就有違美國(guó)文化的精髓。精品酒店，這個(gè)充滿歐洲基因的小精靈，終于也被美國(guó)再造了。1999年，美國(guó)雜志《HOTELS》第一次提到“Boutique Hotel（精品酒店）”的概念，緊接著多本美國(guó)出版的酒店類設(shè)計(jì)類書刊陸續(xù)引用這個(gè)概念。逐漸，歐洲人開始理解和喜歡這個(gè)詞匯，因?yàn)樘鹾纤麄兊膶?shí)際了。

二十年后的今天，我們看見，精品酒店不僅有了名分，而且有了章法：定位、投資、設(shè)計(jì)和經(jīng)營(yíng)的一整套章法。我想這不一定都?xì)w功于美國(guó)人，實(shí)際上歐洲和亞洲的投資人與前衛(wèi)設(shè)計(jì)師們功不可沒。有趣的是，相比美國(guó)，新風(fēng)格酒店版本反而在歐洲和亞洲發(fā)展更快，精彩的樣板更多，優(yōu)秀的設(shè)計(jì)師也很多；而美國(guó)出現(xiàn)的最新酒店設(shè)計(jì)好作品，似乎都出自歐洲亞洲設(shè)計(jì)師之手。如2015年剛到紐約開店的意大利設(shè)計(jì)師貝羅·里索尼Piero Lissoni，比利時(shí)著名的老貴族“農(nóng)家院侘寂大師”阿塞爾·維伍德（Axel Vervoordt），以及西班牙的簡(jiǎn)奢女王帕希利亞·烏奎奧拉Patricia Urquiola；安縵酒店的御用建筑師澳大利亞人凱瑞·希爾Kerry Hill，印尼著名室內(nèi)設(shè)計(jì)師嘉亞·伊普拉辛 Jaya Ibrahim，還有日本長(zhǎng)野輕井澤虹夕諾雅酒店迷人建筑的首創(chuàng)者女建筑師東利惠等等，讓人目不暇接。

在美國(guó)，我們也看到極個(gè)別的酒店創(chuàng)意另類，比如自稱應(yīng)該得室內(nèi)設(shè)計(jì)師大獎(jiǎng)的喜達(dá)屋品牌創(chuàng)始人巴里·斯特里克，1999年是他先創(chuàng)造了W時(shí)尚酒店，2015年又是他創(chuàng)造了“1”環(huán)保酒店，他身居紐約領(lǐng)跑世界，其酒店概念革命的速度實(shí)在太快，很少有人跟得上，非要跟的很多會(huì)水土不服。不過(guò)，這些前衛(wèi)設(shè)計(jì)的理念和榜樣被西方時(shí)尚媒體推向全球后，很快影響了很多設(shè)計(jì)師和酒店業(yè)主。

美國(guó)，依然是酒店品牌的制造廠，也是當(dāng)代酒店造星的操手。值得關(guān)注的，倒是世界上一些原本高大上的、倚老賣老的豪華酒店品牌迅速老舊，發(fā)展停滯，已經(jīng)落在新型精品酒店的后邊。

今天，酒店不比大小和奢華，只比獨(dú)特和智慧。

Hotel Genes from Europe

From Europe to North America， for more than half a century， due to various factors such as changes in economic structure and social life as well as cultural history， urban evolution， transportation， and tourism development， luxury hotels have become increasingly dominant in the travel industry. At the mean time， many small hotels have also emerged in the old city districts of the world metropolis. Over the past two decades， these small hotels have gradually found their true affiliation and name： \"Boutique Hotel\".

No matter whether it is a big hotel or a small hotel， an old hotel or new hotel， they are paying attention to each other to learn from each other， although there is competition but there is also the same understanding. Especially the boutique hotels of various countries， many have already figured out their own business models and design routines that increased their own value multiple times. In recent years， the \"boutique hotel\" concept derived from the Western old city has penetrated into the world and has not only intruded into the bustling streets of major cities in the world， but also quietly tested the water in the resort area.

In recent years， the traditional luxury hotel may have discovered for the first time that another type of hotel that rivals itself is rapidly spreading in the market. This is an international boutique hotel that already has a new profit system and design template.

Though small in size， few in quantity， the boutique hotels beat the other with its sophistication and newness – now the development trend of contemporary boutique hotels has become overwhelming.

The European continent is the birthplace of modern world civilization. The formation and consolidation of ancient European cities have accumulated over thousands of years and become increasingly mature and elegant. They have become a treasure house of world culture， history， architecture and art. Ninety percent of European natives， whether successful or not， rich or poor， are slowly and peacefully enjoying their long-accustomed lives. The two World Wars failed to change them. Today's terrorist threat will not change them. Most of them are destined to live in the constant rhythm of culture and life.

Most of the classic European hotels were born in centuries-old buildings and this has not changed so far. They are the memories of the generations of European city residents. The most typical is the so-called Luxury Classic Hotel.

In Europe， classicism is luxury and time is value.

There are less than 100 such luxury classical hotels in the major European cities. Just like churches in the city， it will be difficult to make new additions in the future.

At the same time， there are still too many stubborn old banks， elegant old abbeys and old， empty old houses hidden in the European cities and the suburbs of the historical district. So the capital from the Middle East and Asia and small-cap investment funds across Europe have come to knock on the doors. As a result， the owners of the old house， the old brothers of the grandfather's generation， gathered together to make the decision. One after another， the boutique hotels were born from the big European cities. It continues to this day and is becoming more mature， more valuable， the more the display window of design and art in the city， and is also more concerned by the market and loved by the guests.

It should be said that from Europe， the genes of contemporary hotels are mutating and sublimating.

United States：Wavesetters in Contemporary Hotels

Although the United States is not far from the European continent， it has a completely different lifestyle value than Europe.

European interior designers differ from American interior designers in that the former is slow and quiet， while the latter is quick and dynamic. The outstanding architects and interior designers in Europe and Asia who are eager to be more successful have to seek American-style packaging publicity. They not only pay attention to the activities organized by the American design community， but also try to live in the United States for a longer period of time. This helps to obtain more prestige and more business information. Even if it is a boutique hotel， even if one only designs a local area in a certain hotel， if he can have a project in the United States， we will get twice the result of the publicity. Just like the best film directors and actors in each country， also yearn for Hollywood and Oscar recognition.

Those Europeans who remain in Europe and those who live in the United States seem to have parted ways in ideology. The former is more eager for spiritual freedom， the latter is more into pursuing wealth， fame and success， and each has their reasons and opinions.

The outstanding architects and designers in Europe have many excellent works， but they have no chance to become famous without living in the United States.

As we all know， being famous in the United States is equivalent to being famous in the world. The American magazine is a celebrity manufacturing field in American culture. Just a few awards in the arts and design circles of the United States are considered as the world's best benchmark. This fact shows the contrast between the bustling noise in United States and the quietude in Europe.

However， it is not the United States if it does not make waves. If you do not package or make brands， you violate the essence of American culture. The boutique hotel， the elf full of European genes， was finally recreated in the United States. In 1999， the American magazine \"HOTELS\" mentioned the concept of \"Boutique Hotel\" for the first time， which is followed by many books on hotel design published by the United States. Gradually， Europeans began to understand and like this term because the concept fit in with their actual situation.

Twenty years later， we saw that the boutique hotel not only had a name， but also had a system and method： orientation， investment， design， and operation. I don't think this is all due to the Americans. Actually， European and Asian investors and avant-garde designers have contributed as well. Interestingly， compared to the United States， the new-style hotel version has been developing faster in Europe and Asia， with more exciting models and more outstanding designers； while the latest good hotel designs in the United States have appeared to be from European Asian designers. For example， Piero Lissoni， an Italian designer who opened his own store in New York in 2015， Axel Vervoordt， a famous old nobleman in Belgium， \"The Master of the Farmhouse\"， and the simple-lux queen Patricia Urquiola of Spain， Aman's exclusive architect Kerry Hill of Australia， famous Indonesian interior designer Jaya Ibrahim， and Rie Azuma， the architect of Hoshinoya Karuizawa， in Nagano， Japan.

In the U.S.， we also see very few hotel alternatives， such as Barry Sternlicht， the Starwood brand founder who claims he deserves the award for interior designers. In 1999， he first created the W Hotel. In 2015， he Created \"1\" environmental protection hotel. He lives in New York and leads the world. The speed of his hotel concept revolution is too fast. Few people can keep up with it. However， these avant-garde design ideas and role models have been pushed to the world by Western media， and soon affected many designers and hotel owners.

The United States is still the manufacturer of the hotel brand and is also the operator of the contemporary hotel star making. It is worth noting that some luxury hotel brands in the world that were originally elegant and grandiose， swiftly turn old and stagnant， and have fallen behind the new boutique hotels.

Today， the hotels are no longer about size and luxury， but about uniqueness and wisdom.