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Wang’s Hotel Talk
闲谈：精品酒店的基因
A Gene of the Boutique Hotel
欧洲，是小型精品酒店亮相最多的地方。尤其在法国，荷兰和意大利这几个最不缺时尚艺术和设计师的国度，近年来，世界精品酒店陆续登场，引人瞩目。
欧洲的精品酒店其实是中端小酒店的升级版。二十一世纪以来，受益于全球化经济的发展和大量东方旅行者的到来，豪华酒店的房间饱和，价格水涨船高，另一种价格略低的市场空间就被挤压出来，成千上万拥有最佳地段小楼小院老宅的欧洲城市家庭便纷纷出手，联合凑股，加上找到资本和银行支持，把之前的老房子旧公寓或破败旅馆重新设计翻新，摇身一变，就成了精品酒店 Boutique Hotel。
可是，这些老房子受限于空间较小，无法和大型豪华酒店收购的银行建筑或政府机构建筑PK，而且太多豪华酒店的标准配置无法实现，客房数量也只在二三十间或者更少，这就逼使业主和股东们必须想出制胜的“招数”，比如：那些位置特别好、回报前景显而易见，投资也充裕的，就做一个迷你版豪华精品酒店，而且设计更加精致，家具灯饰和配品都选最好的名牌产品，使其成为真正的精品；而那些虽然位置也很好、回报前景也没问题，但投资额度比较有限需要节省一些的，就做“时尚艺术酒店”或者“设计酒店”，以少胜多！
这类私宅老房翻新后的酒店身份就这样混淆在精品酒店、时尚艺术酒店和设计酒店之中，其规模、功能和服务都大同小异如出一辙，唯独风格特色各有出彩。这种打造中小型酒店的“高招”，确实是被市场硬生生挤推出来的，可以说是“应运而生”。
而精品酒店“Boutique Hotel”这个名字却是上世纪九十年代被美国人创造出来的，Boutique原本的英文含义是指那些又小又贵的精致奢饰品，转用在豪华精致小酒店上倒真是贴切。在酒店这个行业里，起一堆名字闹点动静推出品牌，然后创造虚拟数字资产，然后辗转腾挪收购倒卖变现生钱……，尤其这十几年，美国和亚洲的酒店资本精英都在频繁操盘，他们是这方面真正的行家和“老江湖”。但在欧洲，大酒店依然是豪华大酒店，小酒店正在一个个变成精品酒店，品质和服务还是欧洲酒店的精神支柱，永不动摇。在酒店资本方面，欧洲是被动者，卖出的不少，买入的几乎没有。而近来的买者，最多来自亚洲。
资本看不上欧洲成千上万家小酒店，因为收入太少，统一太难；而多数欧洲小酒店都是家族产业传承的个体，很少人看重被酒店品牌捆绑连锁后的好处，倒是请个设计师实现自己的精品酒店梦想更有情怀，更符合欧洲人的价值观，更说明了欧洲精品酒店本身的基因。
这是一种什么样的基因呢？
欧洲大陆是世界文明的发祥地之一，欧洲古老城市的形成和演进历经数百年积淀，愈加成熟愈加优雅，成为世界文化、历史、建筑和艺术的宝库。90%的欧洲本土人，无论成败、无论贫富，都在慢慢地平静地享受着早已习惯的生活，两次世界大战也没能改变他们，今天的局部恐怖主义威胁也不会改变他们。但是在美国，别看距离欧洲大陆不太远，却有着完全不同的生活方式价值观。
其实，留在欧洲的人和移民美国的欧洲人，已经在意识形态上分道扬镳。前者更加渴望精神的自由，后者更加崇尚追求财富。
所以我们看到，欧洲的建筑师和美国的建筑师，欧洲的室内设计师和美国的室内设计师有着多么不同的作品。而渴望出名的欧洲建筑设计大师都离不开美国式的包装宣传，都会参加在美国举办的业界活动，有些人办公室在欧洲，自己则长期生活在美国。即使是亚洲很好的设计师，也希望在美国有作品，就像世界各国最好的导演和演员，也渴望好莱坞和奥斯卡的承认。
然而，欧洲的经典酒店，自古就在老建筑中诞生，至今未变；欧洲最好的建筑师和设计师，即使没有在美国出名的，也有很多十分优秀的作品，包括那些著名的豪华大酒店，以及近年来很多精品酒店。
豪华酒店Luxury Hotel其实就是经典酒店，或者成为古典风格的酒店Classic Hotel。在欧洲，古典就是豪华。这种酒店通常的标志就是身居古老建筑之中，有一个大堂Lobby，有两三个餐厅和酒吧，有几十间客房，最好还有个Inner Yard内庭院，再有個不必很大的屋顶游泳池！具备这种条件的，既有面子又有里子，既有日常经营收入又拥有品牌价值，很受资本市场的青睐。
这种豪华酒店在欧洲主要大城市里共有不足一百家，有的数代传承，有的历经资产变换，至今都是欧洲国家城市中最美丽的名片，她们的数量，就像城市里的教堂一样，有多少就是多少，以后很难再有新的增加了。除了极少数亚洲投资者有幸买到政府出售的老建筑，掏空肚子重修，像巴黎半岛酒店是法国外交部的房产被萨科奇政府卖掉的，伦敦科林西亚酒店是英国国防部的办公楼被卡梅伦政府卖掉的，这样的案例也实在是难得。
而精品酒店，这些从大酒店市场挤压出来的空间，打从上世纪末就在欧洲几个大都市开始萌芽，到如今迅速衍生发展而来，她们在百年老建筑中享尽滋润，又生逢其时，追求个性化和艺术性更使其备受关注和喜爱，让无数客人眼前一亮，心中一动。
当今，世界著名大城市的历史积淀很深厚，同时又接受着现代文化技术的大面积空降，并渗透进无数大大小小的城市细胞之中，酒店业概莫能外。为此，不论豪华大酒店还是精品酒店，酒店的业主、经营者和设计师都组成了完美的同盟。在精品酒店的策划和设计中，这种同盟合作的效率尤其更高。在这个过程中，人们所秉承的，还是无法磨褪并引以为傲的基因。对这份基因的坚持，反过来又为每家精品酒店奠定了成功的基础。
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.
闲谈：精品酒店的基因
A Gene of the Boutique Hotel
欧洲，是小型精品酒店亮相最多的地方。尤其在法国，荷兰和意大利这几个最不缺时尚艺术和设计师的国度，近年来，世界精品酒店陆续登场，引人瞩目。
欧洲的精品酒店其实是中端小酒店的升级版。二十一世纪以来，受益于全球化经济的发展和大量东方旅行者的到来，豪华酒店的房间饱和，价格水涨船高，另一种价格略低的市场空间就被挤压出来，成千上万拥有最佳地段小楼小院老宅的欧洲城市家庭便纷纷出手，联合凑股，加上找到资本和银行支持，把之前的老房子旧公寓或破败旅馆重新设计翻新，摇身一变，就成了精品酒店 Boutique Hotel。
可是，这些老房子受限于空间较小，无法和大型豪华酒店收购的银行建筑或政府机构建筑PK，而且太多豪华酒店的标准配置无法实现，客房数量也只在二三十间或者更少，这就逼使业主和股东们必须想出制胜的“招数”，比如：那些位置特别好、回报前景显而易见，投资也充裕的，就做一个迷你版豪华精品酒店，而且设计更加精致，家具灯饰和配品都选最好的名牌产品，使其成为真正的精品；而那些虽然位置也很好、回报前景也没问题，但投资额度比较有限需要节省一些的，就做“时尚艺术酒店”或者“设计酒店”，以少胜多！
这类私宅老房翻新后的酒店身份就这样混淆在精品酒店、时尚艺术酒店和设计酒店之中，其规模、功能和服务都大同小异如出一辙，唯独风格特色各有出彩。这种打造中小型酒店的“高招”，确实是被市场硬生生挤推出来的，可以说是“应运而生”。
而精品酒店“Boutique Hotel”这个名字却是上世纪九十年代被美国人创造出来的，Boutique原本的英文含义是指那些又小又贵的精致奢饰品，转用在豪华精致小酒店上倒真是贴切。在酒店这个行业里，起一堆名字闹点动静推出品牌，然后创造虚拟数字资产，然后辗转腾挪收购倒卖变现生钱……，尤其这十几年，美国和亚洲的酒店资本精英都在频繁操盘，他们是这方面真正的行家和“老江湖”。但在欧洲，大酒店依然是豪华大酒店，小酒店正在一个个变成精品酒店，品质和服务还是欧洲酒店的精神支柱，永不动摇。在酒店资本方面，欧洲是被动者，卖出的不少，买入的几乎没有。而近来的买者，最多来自亚洲。
资本看不上欧洲成千上万家小酒店，因为收入太少，统一太难；而多数欧洲小酒店都是家族产业传承的个体，很少人看重被酒店品牌捆绑连锁后的好处，倒是请个设计师实现自己的精品酒店梦想更有情怀，更符合欧洲人的价值观，更说明了欧洲精品酒店本身的基因。
这是一种什么样的基因呢？
欧洲大陆是世界文明的发祥地之一，欧洲古老城市的形成和演进历经数百年积淀，愈加成熟愈加优雅，成为世界文化、历史、建筑和艺术的宝库。90%的欧洲本土人，无论成败、无论贫富，都在慢慢地平静地享受着早已习惯的生活，两次世界大战也没能改变他们，今天的局部恐怖主义威胁也不会改变他们。但是在美国，别看距离欧洲大陆不太远，却有着完全不同的生活方式价值观。
其实，留在欧洲的人和移民美国的欧洲人，已经在意识形态上分道扬镳。前者更加渴望精神的自由，后者更加崇尚追求财富。
所以我们看到，欧洲的建筑师和美国的建筑师，欧洲的室内设计师和美国的室内设计师有着多么不同的作品。而渴望出名的欧洲建筑设计大师都离不开美国式的包装宣传，都会参加在美国举办的业界活动，有些人办公室在欧洲，自己则长期生活在美国。即使是亚洲很好的设计师，也希望在美国有作品，就像世界各国最好的导演和演员，也渴望好莱坞和奥斯卡的承认。
然而，欧洲的经典酒店，自古就在老建筑中诞生，至今未变；欧洲最好的建筑师和设计师，即使没有在美国出名的，也有很多十分优秀的作品，包括那些著名的豪华大酒店，以及近年来很多精品酒店。
豪华酒店Luxury Hotel其实就是经典酒店，或者成为古典风格的酒店Classic Hotel。在欧洲，古典就是豪华。这种酒店通常的标志就是身居古老建筑之中，有一个大堂Lobby，有两三个餐厅和酒吧，有几十间客房，最好还有个Inner Yard内庭院，再有個不必很大的屋顶游泳池！具备这种条件的，既有面子又有里子，既有日常经营收入又拥有品牌价值，很受资本市场的青睐。
这种豪华酒店在欧洲主要大城市里共有不足一百家，有的数代传承，有的历经资产变换，至今都是欧洲国家城市中最美丽的名片，她们的数量，就像城市里的教堂一样，有多少就是多少，以后很难再有新的增加了。除了极少数亚洲投资者有幸买到政府出售的老建筑，掏空肚子重修，像巴黎半岛酒店是法国外交部的房产被萨科奇政府卖掉的，伦敦科林西亚酒店是英国国防部的办公楼被卡梅伦政府卖掉的，这样的案例也实在是难得。
而精品酒店，这些从大酒店市场挤压出来的空间，打从上世纪末就在欧洲几个大都市开始萌芽，到如今迅速衍生发展而来，她们在百年老建筑中享尽滋润，又生逢其时，追求个性化和艺术性更使其备受关注和喜爱，让无数客人眼前一亮，心中一动。
当今，世界著名大城市的历史积淀很深厚，同时又接受着现代文化技术的大面积空降，并渗透进无数大大小小的城市细胞之中，酒店业概莫能外。为此，不论豪华大酒店还是精品酒店，酒店的业主、经营者和设计师都组成了完美的同盟。在精品酒店的策划和设计中，这种同盟合作的效率尤其更高。在这个过程中，人们所秉承的，还是无法磨褪并引以为傲的基因。对这份基因的坚持，反过来又为每家精品酒店奠定了成功的基础。
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.