中國新型度假酒店的發展趨勢與創新實踐-祁玉偉
[簡歷]
1991-1993年，在北京東方電子集團公司投資部任副經理、經理；
1993-1994年，在國家內貿部信息中心任副處長；
1994-1997年，在海南中商期貨交易所結算中心任主任、總裁助理；
1998-2003年，在海南信孚投資有限公司任總經理；
2003至今， 任三亞世貿金棕櫚酒店管理公司總經理，并在三亞金棕櫚度假酒店任總經理，中歐國際工商學院EMBA畢業。
中歐國際商學院校友會旅游俱樂部理事長
三亞亞龍灣度假別墅酒店管理有限公司總裁 祁玉偉
一、中國度假酒店之回顧
1996年 1 月 1 日，中國度假休閑游開幕式在三亞亞龍灣國家旅游度假區召開。同年，地處亞龍灣的三亞凱萊度假酒店開業迎賓，中國第一家五星級度假酒店應運而生，標志著中國度假酒店新紀元的開始。隨著快速發展的國內經濟以及國民生活水平的不斷提高，國人對旅游需求呈現在多元化，旅游已逐漸由觀光型向度假休閑型轉變，高星級度假酒店也已開始由海南向青島、桂林、杭州、昆明、上海、深圳、重慶等地迅速擴展，加之國際知名品牌的紛紛登陸中國，較大地完善了中國度假酒店的先天不足，增添了發展后勁。經過十年的發展，從全國發展范圍來看，三亞亞龍灣國家旅游度假區的酒店已成為中國度假酒店金字塔的塔尖。
隨著人們對文化與休閑產品的需求日趨增長，度假酒店多元化投資意識也已覺醒，中國度假酒店在向規模化、品牌化發展的過程中開始向產權式方向拓展。
2001 年 以北京的金色假日產權式酒店為代表，產權式酒店開始在全國陸續涌現。隨后，海南的“海航康樂園”、“南海傳說”、“天域度假酒店二期”、“天福源”、“天澤海韻”、深圳大梅沙的“雅蘭酒店”、秦皇島的“維多利亞海灣”、大連的“海昌欣城”、天津的“國際游樂港”等項目接踵而來。產權式度假酒店成為中國度假酒店的一支生力軍和重要組成部分。
二、中國新型度假酒店的發展趨勢
中國的度假酒店自三亞凱萊開創先河后，喜來登、萬豪、假日、希爾頓、天域、金棕櫚、紅樹林等國際國內知名品牌酒店紛紛進駐亞龍灣，先后經過近十年的發展，亞龍灣度假酒店的客房總數超過了4000間，從酒店的規模和檔次上已成為中國度假酒店龍頭。但由于度假酒店的發展是從商務型酒店的基礎上演變而來，所以各家酒店建筑風格、裝飾裝潢、布局格調等硬件甚至酒店的管理程序、服務標準等軟件方面都相互模仿和借鑒，使得度假酒店這一本應極具個性化特色的新生兒鉻上了傳統酒店統一標準的印跡，造成了亞龍灣以至整個海南的度假酒店在本質上并沒有太大差別，即面向類同的市場，類同的客人，出售類同的產品、類同的服務等，中國度假酒店產品的同質化比較明顯。而與此同時，隨著國內經濟快速的發展，中產階級、白領階層等高消費群體的迅速興起，客人度假開始向自游人、散客發展。在度假過程中，客人對度假產品的需求更趨于多樣性、個性化，更希望接受來自酒店一站式的服務。中國度假酒店在滿足客人日益增長的多元化需求方面與其增長速度和發展規模方面出現了不協調，這種不協調在高端客源方面表現的尤為明顯。比如：由于一般酒店的泳池、餐廳、咖啡吧等都屬公共場所，故無法保證有一定身份和名望的高端客人對私密性的需求；由于客房統一規范的服務標準和服務程序，高端客人很難體會到尊貴與個性化；此外，由于酒店設計功能及服務項目的局限性，很難讓這些特殊客人感受到溫情、差異和家庭化。
“需求決定市場”，那么在度假酒店的發展過程中，高端客人的多元化需求便決定了中國度假酒店無論從產品開發和管理服務上需要更多方面的改進與創新。
中國度假酒店如何創新才能滿足高端客人多元化需求，這一直是我們孜孜以求的目標。為此，我們考察了眾多中外度假酒店和度假村，其中巴厘島的私人度假別墅引起了我們的高度關注，其在滿足高端客人需求方面的做法和經驗值得借鑒和學習。
興建在巴厘島上的許多品味獨特的私人別墅，地理環境優越，設施齊備，融入了當地熱帶風情及文化藝術，并由專業管理公司進行管理，實行一對一的私人管家式服務。與國內的度假別墅相比較，它有許多明顯的優點：獨立式別墅，每棟別墅都有獨立的泳池、花園、SPA涼亭、廚房、餐廳以及車位等，可滿足高端客人對尊貴、私密性的要求。
同時，如何在服務管理方面更好地滿足消費者個性化的需求，通過調查分析，我們注意到私人管家式服務日益受到重視，對高端客人很有吸引力。
“私人管家”起源于十八世紀的英國，在維多利亞時代，只有英國和法國的王室或世襲的貴族和有爵位的名門才有資格正式雇傭，它是頂級生活的象征。隨著時間的發展，“私人管家”逐漸成為一種專為酒店和大家庭進行私人管家服務的職業。
由于私人管家服務實行“一對一、全天候、一站式”的貼身貼心服務，服務水準專業精致，彰顯客人的尊貴。
近年來，在中國個別高星級商務酒店的行政樓層也實行了私人管家式服務，從服務的對象上看，以居住行政樓層的商務客人為主；從服務范圍來看，也局限于酒店范圍內及與酒店相關的事務；從服務的時間上看，整個酒店此項服務開展隨著行政樓層客人住店而開始，離店而終止；從模式上看基本是沿襲和借鑒英國私人管家服務的理念和操作模式。
隨著近幾年私人管家進入中國，國內的大型高尚別墅小區也出現了私人管家，而這些私人管家主要是以家政服務為主要服務對象，服務范圍也僅局限于生活方面。
三、中國度假酒店的創新與實踐
能否將巴厘島私人度假別墅和目前國際通行的私人管家式服務與中國五星級度假酒店管理三者有機結合，創新出一條中國度假酒店發展的新路子？形成中國度假酒店發展的一種新模式？這是一個巨大的挑戰，也是一項很有意義的工作。我們的創新實踐就是從這里開始的。
（一） 產品創新
1、借鑒巴厘島私人度假別墅的模式，我們在亞龍灣國家旅游度假區選擇200余畝，集中興建了由104棟獨立的別墅，所有別墅都有獨立的庭院、泳池、SPA涼亭、廚房、蓮花池等，成為中國首家以獨立別墅組成的五星級度假酒店——三亞亞龍灣五號度假別墅酒店。
2、整個酒店以巴厘島文化為主題，四周熱帶雨林掩映，珍稀植物密布，別墅周圍湖水環繞，庭院內蓮花池引路。整個酒店古樸自然，體現親近自然、回歸自然的裝飾風格。是目前國內唯一一家以巴厘島為文化主題的五星級度假別墅酒店。
3、考慮到中國特有的文化及客人的消費習慣，把別墅區和五星級的中心酒店作為配套，并建有水上餐廳、SPA等水療設施，可滿足客人的公共娛樂休閑活動。
（二） 服務的創新
新的度假產品必須輔之新的服務模式。與其它度假酒店及巴厘島私人別墅相比，亞龍灣五號度假別墅酒店由于其面向的顧客群不同，所以其所提供的服務也有所不同。它將私人管家式服務、巴厘島主題文化與中國五星級度假酒店的管理相融合，以受過專業培訓的私人管家為酒店的主要服務單元，為每棟入住的客人設立專職私人管家，實行一對一的服務，并在客人入住期間至始至終進行24小時全天候的服務。在服務過程當中，充分展現私人管家對客人親情化和家庭化的服務特色，直至客人的離開，通過一站式的接待方式既方便了客人，又拉近了主賓之間的距離，體現了酒店對客人的關注和尊重，在簡化了服務程序的同時使客人充分體會到服務的尊貴。
（三） 管理的創新
產品和服務的創新必須要有管理創新的支撐，我們嘗試建立的中國度假酒店私人管家式服務，打破了度假酒店傳統的職能部式的組織機構，代之以私人管家為服務龍頭，客房部、餐飲部、車隊等部門為支持部門，財務、人力資源、工程、行政為后臺支持部門的雁陣式管理結構。這種結構的創新為酒店個性化服務提供有力的組織保障。管理組織機構圖如下：
四、中國新型度假酒店創新實踐的意義與體會
如何滿足國人對旅游產品日益多樣化、個性化的需求，是我們酒店業界共同面對的挑戰，但同時也是巨大商機之所在。通過創新，開發出既滿足消費者個性化需求，又符合市場規律的新產品，也是業界共同的愿望。
在中國新型度假酒店創新實踐的過程中，我們廣泛借鑒了國外成功的經驗，特別是通過對英國皇家私人管家式服務和巴厘島私人度假別墅的比較分析，對其發展規律和理念精髓的研究，對我們幫助很大。此外，精細分析國人的消費習慣，把握國內旅游者（尤其是自由人）發展的階段性特征，充分吸收和運用中國度假酒店豐富的成功經驗，也是中國新型度假酒店創新實踐成敗的關鍵因素之一。只有符合中國國情的創新實踐才可能有旺盛的生命力。
總之，以上是我們對中國新興度假酒店創新實踐的一次新的嘗試，能否取得成功，還需要市場和時間的檢驗。許多方面還有不足之處，希望業界的同仁指正。相信，也只有在業界同仁們的共同努力下，中國度假酒店的發展才能異彩紛呈、生機盎然。
DEVELOPMENT TENDENCY AND INNOVATIVE PRACTICE OF CHINESE NEW-TYPE HOLIDAY HOTEL
By Qi Yuwei
President of the Tourism Club for CEIBS Alumni Association
President of Sanya Yalong Bay Holiday Hotel Management Co., Ltd.
Review of Chinese Holiday Hotel
In January 1st, 1996, the opening ceremony of Chinese holiday leisure tourism was held in Yalong Bay National Tourism Resort, Sanya and Gloria Resort Sanya located in Yalong Bay commenced its business as the first 5-star holiday hotel in China, heralding the new age of Chinese holiday hotel. With the rapidly developing domestic economy and the upgrade of living standard, the demand on tourism has become diversified and shifted from sightseeing type to holiday leisure one. Holiday hotels of high star level has begun its rapid expansion from Hainan to cities as Qingdao, Guilin, Hangzhou, Kunming, Shanghai, Shenzhen and Chongqing and international renowned brands have also flooded into China, which makes up the deficiency of Chinese holiday hotel and add a development booster to them. After a decade’s development, nationally speaking, hotels in Yalong Bay National Tourism Resort, Sanya, have become the summit of the pyramid of Chinese holiday hotel.
With the increase of the demand on culture and leisure products, multiple investment consciousness of holiday hotel has wakened up and Chinese holiday hotel has expanded from development of scale and brand to that of property.
In 2001, property hotels represented by Golden Holiday Property Hotel Beijing began to take their presence around the country. Subsequently, projects as Kangle Garden HNA Resort, South Sea Tale, Resort Horizon phase 2, Tianfuyuan and Tianze Beach Resort in Hainan, Airland Hotel in Dameisha, Shenzhen, Victoria Bay in Qinhuangdao, Hai Chang City in Dalian and International Leisure Port in Tianjin was created in sequence. Property hotel had become a fresh activist and an important part of Chinese holiday ho tel.
Development tendency of Chinese new-type holiday hotel
After Gloria Sanya, international and domestic brands as Sheraton, Marriott, Holiday Inn, Hilton, Horizon, Golden Palm and Mangrove Tree have flooded into Yalong Bay. After near a decade of development, holiday hotels in Yalong Bay have totaled 4,000 guestrooms and developed into the leader of Chinese holiday hotel in scale and class. However, since that the holiday hotel was transformed on the basis of business hotel, there are so many copy and reference on hardware as architecture, decoration and arrangement and software as hotel management procedure and service standard that holiday hotels in Yalong Bay and even Hainan are much the same in market, customer, product and service. Chinese holiday hotels should have had their personality but feature uniform standard of traditional hotel and evident homogeneity finally. In the meantime, with the rapid development of domestic economy and the presence of high consumption group as the middle class and white collar, independent tourists for holiday are highlighted. Customers place more diversified and personalized demand on holiday products and expect more the one-stop service from hotels. Well, Chinese holiday hotel is out if line in increase speed and development sale with such an increasing diversified demand. The inconsonance is especially evidently expressed in top-end customer source. For example, the swimming pool, restaurant and café of a traditional hotel are the public place and can’t satisfy the demand of noble customers on privacy. Due to the uniform housekeeping service standard and procedure, top-end customers can not experience nobleness and personality. Besides, limited by hotel design function and service item, these particular customers are difficulty to experience warmness, difference and family appeal.
Demand determines market. In the process of hotel holiday development, the diversified demand of top-end customers therefore determines that Chinese holiday hotel needs more reform and innovation in product development, management and service.
How could Chinese holiday hotel carry out innovation to satisfy the diversified demand of top-end customers? It’s always our objective. Thus, we have investigated many Chinese and foreign holiday hotels and resorts and the private holiday villas in Bali attracted us. They are worthy of learning and reference on the practice and experience to satisfy the demand of top-end customers.
Many unique private villas in Bali enjoy superior geological environment and complete facilities, are integrated with local tropical appeal, culture and arts and managed by professional agencies and implement man-to-man private butler service.
Comparing with domestic holiday villas, they share their many distinct advantages, such as detached house and independent swimming, garden, SPA pavilion, kitchen, dining room and parking space in every villa, with nobleness and privacy promised to top-end customers.
In the meantime, how to satisfy better the personalized demand of customers in service management? After investigation and analysis, we find that butlership service has been focused increasingly and means a big attraction to top-end customers.
Butlership originates from England in the 18th century. In the age of Victoria, only families of royal courts of England and France, hereditary aristocracy and nobility were qualified to employ such a butler. It’s a symbol of top-class life. As the time goes by, butlership has gradually become an occupation that provides service for hotels and big families.
Butlership implements considerate man-to-man, around-the-clock and one-stop service and its service standard is professional and noble enough to promise nobleness to customers.
In recent years, the executive floors of some business hotels of high star level in china also implement butlership service. Regarding service object, businessmen who live in executive floors are dominant; regarding service scope, affairs within the hotel scope and related with the hotel are available; regarding service hours, such item of service of the entire hotel covers the duration from check-in to check-out of such customers; basically, English butlership concept and operation mode are followed and referred.
As butlership has been introduced into China in recent years, some domestic large noble villa communities have also adopted butlership. These butlers mainly focus on and are limited in housekeeping.
Innovation and practice of Chinese holiday hotel
Is it possible to combine organically the butlership service that is adopted in private holiday villas in Bali and popular internationally with the management of Chinese five-star holiday hotels to create innovatively a new approach or mode that fits and can boost the development of Chinese holiday hotels? It’s a big challenge and a meaningful task. Let’s commence our work of innovation and practice from here.
Product innovation
1. By referring to the mode of private holiday villas of Bali, we constructed 104 blocks of detached houses in the area covering over 200mu in Yalong Bay Tourism Resort. Every villa is matched with an independent courtyard, swimming pool SPA pavilion, kitchen and a lotus pond. It, named as the No. 5 resort hotel in Yalong Bay, Sanya, has become the first 5-star holiday hotel composed of detached houses in China.
2. The entire holiday resort themes Bali culture and boasts surrounded tropical rain forest, dense rare plants, an encircled lake and a lotus pond in each courtyard. It features the natural and pure decoration style. It is the only 5-star resort hotel themed Bali culture in China.
3. By considering Chinese culture and customer’s consumption customs, the villa section and the central five-star hotel are equipped with facilities like restaurant on water and SPA for public entertainment and leisure activities.
Service innovation
A new holiday product should be supported with an innovative service mode. Comparing with other holiday hotels and private villas in Bali, No. 5 resort hotel in Yalong Bay is positioned to a different customer group and therefore provide a different service. It combines butlership service and Bali themed culture with the management of Chinese 5-star holiday hotel, highlights the service by professional butlers and matches every customer thereof with a professional butler to provide man-to-man and around-the-clock service during their stay. Intimate, considerate and family-like service will be fully expressed in the whole course in an one-stop manner so that both convenience and close relationship will be promised to customers. Furthermore, concern and respect on customers are emphasized and the streamline service guarantees nobleness.
Management innovation
Innovation of product and service demands the support of management innovation. The butlership service we try to establish in Chinese holiday hotel breaks the traditional function organization structure and replace it with a goose-array management structure that takes butlership as the service leader, departments as the house peeking department, catering department and the limousine fleet as the backbone and department of finance, personnel, engineering and administration as the support. This kind of structure innovation provides a powerful organizational guarantee for a hotel to provide tailored service. The organization structure is shown as follows:
Significance of the innovation and practice of Chinese new-type holiday hotel
How to satisfy the diversified and personalized demand on tourism products? It is both a challenge and opportunity to the hotel industry. To develop new customized and marketable products by innovation is the common expectation of the hotel industry.
During the innovation and practice of Chinese new-type holiday hotel, we extensively resort to foreign successful experience and especially make contract and analysis on the rule and philosophy of the butlership of English royal court and private holiday villas of Bali, which turns out to be much beneficial. Besides, to grasp the characteristic of domestic tourists (especially independent ones) in different stage by in-depth study on Chinese consumption habit and sufficiently absorb and adopt abundant successful experience of Chinese holiday hotel is one of the key factor that is decisive to the success of the innovation and practice of Chinese new-type holiday hotel. Only innovation and practice that is in compliance with current conditions of China can expect bright future.
In short, the above is a fresh try on the innovation and practice of Chinese new-type holiday hotel. Its future rests on the test of market and time. Your comment or criticism against any incorrectness is appreciated. We believe that with the joint effort of the peer, Chinese holiday hotel will develop rapidly.
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