论文部分内容阅读
印度洋三大明珠之一的塞舌尔群岛是世界著名的热带度假岛屿，一百多家中小酒店中尤以顶级度假村最为傲娇诱人。这几年岛上连开两家四季酒店，一个在主岛维多利亚美丽迷人的玛艾岛海滩，一个远避在两百多海里外孤独神秘的德罗什小岛上，占岛为家独此一户，地位都很霸气。如果包含早餐和晚餐，每栋客房每天消费2000美元起。
不只四季酒店，六善、悦榕庄、莱佛士这几家来自亚洲的高档度假酒店品牌也陆续来此生根，每晚1000美元起不含早餐大概是起码的标准。和两家四季酒店一样，每栋别墅客房面积都在150-180平米以上，一张无比舒适的双人大床是客房中心，另外配有独立院落，私人泳池和海滩，甚至私家花园。这个离我们如此遥远的免签小岛国，其奢华度假酒店之高档昂贵，竟毫不逊色甚至胜于地中海、东南亚和中国三亚的名牌度假酒店，为什么？
因为远而美，因为私而静。
塞舌尔岛上的顶级度假村以接待高收入的中青年夫妇和情侣为主，没有商旅，较少儿童，极少老人。这个客源阶层對远方异域孤岛的热情、精力、兴趣和好奇心是不可阻挡的，两个人做一次超级享受的高消费决定并不困难，因为远而美，私而静是他（她）们心底最真实的诉求。况且一家酒店的位置、景色、档次、服务如此之高，区区几十栋客房面对欧亚两大洲高端度假市场，完全可以坐等上门，毫无担忧客源的理由。
这大概就是“目标定位”的道理。
远，其实是相对的，就繁华都市精英们的心理期待来说，即使只是一百公里外的村落民宿、溪流小镇、富氧山林或落日海滩，都可能是内心里那个渴望的“远”：如果景色很美建筑很酷，环境很静很私密，很有设计很有文化气息，又很温馨很舒适很有服务档次，任何度假小酒店都能吸引到远方来客。而且，越是远客越忠诚，越忠诚就越认可酒店的价值。在互联网时代，一家“目标定位”精准的度假小店，远客很可能来自店主从未想到过的地方，酒店的价格含金量也很可能涨到店主从未想到过的程度。
当然，一切事在人为，塞舌尔的顶级度假小村如此霸气，除了“目标定位”，还有“目标设计”和“目标管理”。与通常酒店不同的是，这些“目标”都高度聚焦，小而窄，目的性很唯一，着力很精准，决不面面俱到。
2018年，看着老模版城市酒店步履蹒跚转型不易，“远而美，私而静”的中小型精品休闲度假在世界各国的风景优美之地迅速悄然增加，酒店逃离城市已蔚然成风，逃离酒店（Escape Hotel）的概念从没有像今天这样获得如此广泛的共鸣，中国也不例外。看上去好像是一股潮流，细想却有其市场经济学可靠的内在逻辑。
塞舌尔、马尔代夫、毛里求斯，印度洋上这三大度假岛屿明珠，正持续不断上演一个个更加精致的中小优秀酒店样板，十分值得关注。
我们辽阔的国土从南到北丰饶秀丽，依山傍水气候宜人文化深厚的风景名胜遍布全国，海岸、河畔、山林、岛屿的自然景观和古镇、旧街、园林、老宅的文化遗产各个地区都有，具备建造远离都市或近在城郊的“逃离酒店”精品的条件比比皆是，只要不图大不图快，瞄准目标、周全规划，市场运作、逐步而行，这种“远而美，私而静”的度假精品酒店必然顺理成章，积少成多，成为最受人们青睐的“心中小店”。
对新型酒店的投资者和设计者来说，泛泛改变不如精准定位，因为优秀度假酒店的高价值客人，必是少数人群；此情此景，低头眼前不如抬头望远，因为优秀度假酒店的最忠诚客人，多数来自远方。
远而美，私而静，是度假精品酒店的核心目标。
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.
（塞舌尔群岛的四季酒店，以及六善、悦榕庄、莱佛士这几家来自亚洲的高档度假酒店品牌陆续来此生根，含早餐每晚1000-2000美元起大概是起码的标准。每栋别墅客房面积都在150-180平米以上，一张无比舒适的双人大床是客房中心，另外配有独立院落，私人泳池和海滩，甚至私家花园。这个离我们如此遥远的免签小岛国，其奢华度假酒店之高档昂贵，竟毫不逊色甚至胜于地中海、东南亞和中国三亚的名牌度假酒店，为什么？）
不只四季酒店，六善、悦榕庄、莱佛士这几家来自亚洲的高档度假酒店品牌也陆续来此生根，每晚1000美元起不含早餐大概是起码的标准。和两家四季酒店一样，每栋别墅客房面积都在150-180平米以上，一张无比舒适的双人大床是客房中心，另外配有独立院落，私人泳池和海滩，甚至私家花园。这个离我们如此遥远的免签小岛国，其奢华度假酒店之高档昂贵，竟毫不逊色甚至胜于地中海、东南亚和中国三亚的名牌度假酒店，为什么？
因为远而美，因为私而静。
塞舌尔岛上的顶级度假村以接待高收入的中青年夫妇和情侣为主，没有商旅，较少儿童，极少老人。这个客源阶层對远方异域孤岛的热情、精力、兴趣和好奇心是不可阻挡的，两个人做一次超级享受的高消费决定并不困难，因为远而美，私而静是他（她）们心底最真实的诉求。况且一家酒店的位置、景色、档次、服务如此之高，区区几十栋客房面对欧亚两大洲高端度假市场，完全可以坐等上门，毫无担忧客源的理由。
这大概就是“目标定位”的道理。
远，其实是相对的，就繁华都市精英们的心理期待来说，即使只是一百公里外的村落民宿、溪流小镇、富氧山林或落日海滩，都可能是内心里那个渴望的“远”：如果景色很美建筑很酷，环境很静很私密，很有设计很有文化气息，又很温馨很舒适很有服务档次，任何度假小酒店都能吸引到远方来客。而且，越是远客越忠诚，越忠诚就越认可酒店的价值。在互联网时代，一家“目标定位”精准的度假小店，远客很可能来自店主从未想到过的地方，酒店的价格含金量也很可能涨到店主从未想到过的程度。
当然，一切事在人为，塞舌尔的顶级度假小村如此霸气，除了“目标定位”，还有“目标设计”和“目标管理”。与通常酒店不同的是，这些“目标”都高度聚焦，小而窄，目的性很唯一，着力很精准，决不面面俱到。
2018年，看着老模版城市酒店步履蹒跚转型不易，“远而美，私而静”的中小型精品休闲度假在世界各国的风景优美之地迅速悄然增加，酒店逃离城市已蔚然成风，逃离酒店（Escape Hotel）的概念从没有像今天这样获得如此广泛的共鸣，中国也不例外。看上去好像是一股潮流，细想却有其市场经济学可靠的内在逻辑。
塞舌尔、马尔代夫、毛里求斯，印度洋上这三大度假岛屿明珠，正持续不断上演一个个更加精致的中小优秀酒店样板，十分值得关注。
我们辽阔的国土从南到北丰饶秀丽，依山傍水气候宜人文化深厚的风景名胜遍布全国，海岸、河畔、山林、岛屿的自然景观和古镇、旧街、园林、老宅的文化遗产各个地区都有，具备建造远离都市或近在城郊的“逃离酒店”精品的条件比比皆是，只要不图大不图快，瞄准目标、周全规划，市场运作、逐步而行，这种“远而美，私而静”的度假精品酒店必然顺理成章，积少成多，成为最受人们青睐的“心中小店”。
对新型酒店的投资者和设计者来说，泛泛改变不如精准定位，因为优秀度假酒店的高价值客人，必是少数人群；此情此景，低头眼前不如抬头望远，因为优秀度假酒店的最忠诚客人，多数来自远方。
远而美，私而静，是度假精品酒店的核心目标。
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.
（塞舌尔群岛的四季酒店，以及六善、悦榕庄、莱佛士这几家来自亚洲的高档度假酒店品牌陆续来此生根，含早餐每晚1000-2000美元起大概是起码的标准。每栋别墅客房面积都在150-180平米以上，一张无比舒适的双人大床是客房中心，另外配有独立院落，私人泳池和海滩，甚至私家花园。这个离我们如此遥远的免签小岛国，其奢华度假酒店之高档昂贵，竟毫不逊色甚至胜于地中海、东南亞和中国三亚的名牌度假酒店，为什么？）