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Hotel Brand， the Magic Behind Success
当前，全球酒店业除了热衷资本市场和争夺业主投资，还面临着很多亟待解决的大小课题： 国际市场的不稳定因素，横行肆虐的寨卡病毒，恐怖主义威胁的影响，Airbnb的弄潮，某些地区的文化差异等等。然而，有一件事却是几乎所有酒店集团CEO都在极为认真对待的，那就是树好、护好自己的品牌。
曾几何时，酒店并购风起云涌，交易规模动辄数千万美元甚或数十亿美元，其实质都离不开整合品牌。万豪收购喜达屋之后旗下拥有了30个不同品牌；凯悦于去年宣布推出软品牌Unbound Collection，将独立酒店业务纳入其庞大分销系统中；温德姆在全球掀起品牌革新战役，也忙得风生水起；甚至连规模不大的特朗普酒店集团也推出了新的生活方式品牌Scion。放眼全球酒店业，似乎都在忙着推出新品牌，整合旧品牌，都在高举品牌大旗占领市场，争夺客人。
The global hospitality industry nowadays is making efforts to win the owner's investment from the capital market while facing various problems such as the instability of global market， the threat of Zika virus， the shadow of terrorism， the competition from Airbnb and cultural difference in some areas. There is one thing in common which is carefully taken by every CEO of every hotel group： Establish a brand and maintain it well.
The M&A transactions in hospitality industry has been quite frequent and the deal sizes could reach multi million or billion dollars. Basically the purpose of M&A is integration of hotel brand. Marriott International owns 30 different brands by acquiring Starwood Hotels & Resorts Worldwide， Hyatt Hotels Corporation launched soft brand Unbound Collection to include individual hotel business in its vast distribution system， Wyndham Hotel group is busy with its global brand innovation campaign， even Trump Hotels has launched Scion， a new lifestyle brand. It seems that every hotel group around the globe is working on the debut of new brand or the integration of old brand， since brand is the weapon to compete for guests and occupy the market.
的確，酒店品牌越来越多了，酒店品牌的作用也越来越大了
Indeed， more and more hotel brands are established for its evergrowing importance.
今天，大部分酒店集团已经成为轻资产公司，它们拥有的固定资产越来越少，而推出的融资产品、衍生共享产品和时间租赁产品正越来越多。这些资本需求和营销产品种类的增加都需要与之相应的品牌形象，于是，酒店品牌的攻略魔法便轮番精彩上演。
显然，未来的酒店管理公司必将逐渐变为品牌管理公司。如何保持品牌价值，营造品牌体验，使酒店推出的每个产品每个品牌都与宾客建立良好而稳定的情感关联，是酒店管理公司面临的挑战。在当今全球旅行消费升级的背景下，酒店尤其需要更加新鲜的、目标客群更加准确的不同品牌来瞄准特定的客源市场。
事实上，只要有不同的人和不同的生活方式存在，就必然有不同的旅行消费需求、不同的酒店业商机，也就必然要有不同的酒店和度假村品牌与之对应，为之服务，从中获益。
对酒店集团CEO来说，品牌是决定公司命运的关键，好的品牌总会带来好的收益。温德姆酒店集团CEO杰夫·巴洛特说：“看看我们的品牌构成了什么？它构成了入住率的增长和业主的加盟，品牌从没有这么重要过！ ”最佳西方酒店与度假村集团也在近期进行了全球品牌升级，集团CEO江大卫表示：“为什么这么多人认可和喜欢可口可乐？为什么人们愿意专门去购买可口可乐？这就是品牌的价值所在。”
实现品牌战略的方法有很多。当下常见的方式之一就是购买品牌，像万豪收购喜达屋，雅高收购费尔蒙、莱佛士及瑞士酒店；或者，像希尔顿一样推出系列品牌，实现聚合效应。规模较大的酒店集团，当品牌数量和酒店规模达到一定量级，就会带来直接预订的增长，这时候的首要任务是利用品牌的全媒体宣传引导目标客群到自己的官网预订客房，而不是到OTA平台预订。因为从直接预订中获得的收益越高，酒店集团为酒店业主挣到的收益就越多，自身的会员体系就越容易繁衍，越容易增长，形成良性循环性增长。 也有一些酒店集團，酒店数量不多不少，却只拥有单一品牌，品质很高，不开放会员系统。他们另辟蹊径，几十年不变坚持打造高端差异化的品牌和顶级的人性化服务体验，由此获得成功，比如四季酒店集团。“我们不能和多品牌集团一样去打造庞大的分销系统。我们成功的因素是这个品牌全方位的人性化服务，以及做好一切可以吸引客人关注和加强业主信任的事情。”四季酒店集团CEO艾利·史密斯说。
从酒店集团CEO的角度来看，一个酒店品牌成功与否一般需要两种衡量：不仅要由客人衡量，更重要的是由酒店业主衡量，业主才是挂这家酒店集团旗帜的决定者，而业主的选择又来自市场的评价，这是相辅相成的。洲际酒店集团美洲区CEO艾利·马洛夫说：“业主的投票才真正体现了品牌的价值”。他认为，今天酒店取得成功的门槛要比过去高很多，酒店集团制定品牌的战略也随之比过去多了很多，过去的这4年，酒店业主们对品牌酒店的投资比对非品牌酒店的投资多出75%，这不仅说明品牌是取胜关键，也说明酒店业主是品牌最终检验者。
Nowadays， asset-light strategy has been the choice for most hotel groups which means to own less fixed asset and launch more financing product， shared product and vacation rental product instead. Brand image is required to correspond to the capital demand and increased marketing products.
Obviously， hotel management company in the future will gradually become brand management company. How to maintain the brand's value， build brand experience and establish a good and stable emotional bond between each brand with its guests will be the challenge faced by hotel management company. Under the background of global tourism consumption upgrade， the hotel group especially need more accurately positioned brand to target the specific market segment.
Geoff Ballotti， CEO of Wyndham Hotel group said： "Our Brand is the reason behind the increase of occupancy rate and why the owners join us. Brand has never been so important." Best Western International complete global brand upgrade recently， CEO David Kong said： "Why Coca-Cola is so popular and people like to buy it？ This is where the brand value lies in."
There are several ways to realize brand strategy. One of the common ways at present is to buy a brand directly， such as Marriott International acquired Starwood Hotels & Resorts Worldwide， AccorHotels acquired Fairmont Hotels & Resorts， Raffles Hotels & Resorts as well as Swissotel. Another way is to launch a series of brands like Hilton Worldwide to benefit from combined effect. When the quantity of brands and hotels reach a certain scale， direct booking will increase and the hotel group shall lead the guests to their official website for direct booking instead of booking via OTA by means of brand marketing on all media. The higher the benefit from direct booking is， the higher earnings the hotel owners could gain. Moreover the hotel membership system will become easier to promote and grow， thus forming a beneficial circle.
On the other hand， some hotel groups only possess one brand with superior quality， moderate quantity of hotels and enclosed membership system. For example， the success of Four Seasons Hotels and Resorts owe to the persistence for several decades in cultivating high-end differentiated brand and personalized service experience. Allen Smith， CEO of Four Seasons Hotels and Resorts said： "We cannot make vast distribution system the way multi –brand hotel group do. What we can do is provide all-dimensional personalized service via one brand and make everything right to attract guests and win the owner's trust." A brand's success will be measured by the guests and the owners. From the perspective of a hotel group CEO， the latter is more important since it's the owner who decides whether or not to hang the brand's flag. Elie. Maalouf， CEO of The Americas at InterContinental Hotels Group said： "The brand's value is truly reflected from the vote of the owner. " In the past four years， owner's investment in branded hotel is 75% higher than in non-branded hotel， indicating that brand is the key factor for success and the owner is the final judge of the brand.
面對增长与创新的紧迫挑战，各种酒店品牌或升级或重组，上演魔法真功
Facing the pressing challenge of growth and innovation， hotel groups work on brand upgrade or restruction.
还记得2008年，美国W酒店品牌发现自己已经打造十年的时尚形象有些过时，亟待向欧洲和亚洲扩张的计划受阻，于是下决心做一次全球范围内的品牌新定位。那是一次榜样行动，让全球酒店同行看到重塑一个既能满足老店升级需求又能适用扩张之路的品牌策略，至今令人记忆犹新。
榜样的力量是无穷的。
近期，老牌酒店喜来登推出了名为“喜来登2020”的品牌复兴计划，旨在恢复该品牌在北美地区一直以来存在的体验不一致的问题。2016年9月当万豪宣布收购喜达屋时，曾有业内人士以为万豪最终会抛弃喜达屋旗下的这个喜来登品牌。然而，这件事也许不会发生了，因为人们清楚地看到，喜来登酒店品牌在亚洲非常成功，它在亚洲营造的品牌体验非常一致，市场认知率很高，已经树立了强大的品牌影响力。看来，喜来登的品牌重组，可能正是来自对亚洲经验的总结。
还有，温德姆酒店集团将旗下16个酒店品牌重新升级整合；最佳西方国际酒店集团也变成了最佳西方酒店与度假村；洲际集团最近宣布将投资2亿美金重新打造皇冠假日品牌......如果算上经济性连锁酒店集团这些年的品牌增速和全球各地独立酒店品牌的就地升级，人们可以看到品牌的魔法力正在脱颖而出。 品牌的足够差异化目标化，不仅已是酒店投资者启动资本循环的法宝，而且可以植入消费者的脑海形成清晰印象从而带来更精准的客源，最终则成为酒店发展壮大的利器。这种巧拨千金，以少胜多的策略，就是酒店品牌的魔法真功。
当然，无论酒店品牌的升级，重组或重新定位，远不是设计一个新LOGO或改变、新编一个品牌名称这么简单，它涉及到酒店品牌所对应市场的精准定位，酒店投资回报的科学策划，酒店规划与建筑的专业化设计，酒店整体风格调性品质的确定，以及酒店围绕品牌在营销、采购、管理、产品和服务等方面必须建立的无数规则、程序和操作细节，还要依靠职业经理人精英以及多部门多层次的统筹协调合力而为......
一个优秀酒店品牌的核心，是纯正性、精致度和耐久力，舍此不能赢得宾客的口碑和信任，舍此不能换来真正的成功。
Early in 2008， W hotels in America came to realize its brand was outdate and caused setbacks to its expansion plans in Europe and in Asia， which determined the group to reposition the brand globally. This was a good example to let the whole industry see brand reposition could meet the need of hotel upgrade and expansion strategy.
Recently， Sheraton launched a brand renaissance campaign called Sheraton 2020， aiming to solve the problem of experience inconsistency in North America region. In September 2016， when Marriott International announced to acquire Starwood Hotels & Resorts Worldwide， it was believed by some insiders that Marriott would give up on Sheraton which turned out not true， since obviously Sheraton is a very successful brand in Asia with consistent brand experience， high recognition and strong influence.
Other example includes Wyndham Hotel group upgrades and integrates its 16 hotel brands， Best Western International Hotel Group is renamed Best Western Hotels and Resorts， InterContinental Hotels Group plans to invest 200 million dollars in rebuild the Crowne Plaza brand. The growing speed of economy chain hotels brand and the upgrade of independent hotel brand around the globe is also worth mentioning. A hotel brand differentiated enough and focused enough will plant vivid image in the brains of the guests which will bring targeted guests to the hotel.
The content of hotel brand upgrade， restruction or reposition is far more complicated from designing a new LOGO or having a new name， it involves accurate position of the brand in the market， scientific calculation of investment and return， professional design of hotel planning and construction， determination of hotel style and quality， and all the procedures， formalities and operational details related to procurement， management， products and services around hotel brand. The work require professional hotel managers and coordination among all departments.
The core of a good hotel brand is authenticity， sophistication and endurance， which are necessary factors to win the reputation and trust to gain success.
当前，全球酒店业除了热衷资本市场和争夺业主投资，还面临着很多亟待解决的大小课题： 国际市场的不稳定因素，横行肆虐的寨卡病毒，恐怖主义威胁的影响，Airbnb的弄潮，某些地区的文化差异等等。然而，有一件事却是几乎所有酒店集团CEO都在极为认真对待的，那就是树好、护好自己的品牌。
曾几何时，酒店并购风起云涌，交易规模动辄数千万美元甚或数十亿美元，其实质都离不开整合品牌。万豪收购喜达屋之后旗下拥有了30个不同品牌；凯悦于去年宣布推出软品牌Unbound Collection，将独立酒店业务纳入其庞大分销系统中；温德姆在全球掀起品牌革新战役，也忙得风生水起；甚至连规模不大的特朗普酒店集团也推出了新的生活方式品牌Scion。放眼全球酒店业，似乎都在忙着推出新品牌，整合旧品牌，都在高举品牌大旗占领市场，争夺客人。
The global hospitality industry nowadays is making efforts to win the owner's investment from the capital market while facing various problems such as the instability of global market， the threat of Zika virus， the shadow of terrorism， the competition from Airbnb and cultural difference in some areas. There is one thing in common which is carefully taken by every CEO of every hotel group： Establish a brand and maintain it well.
The M&A transactions in hospitality industry has been quite frequent and the deal sizes could reach multi million or billion dollars. Basically the purpose of M&A is integration of hotel brand. Marriott International owns 30 different brands by acquiring Starwood Hotels & Resorts Worldwide， Hyatt Hotels Corporation launched soft brand Unbound Collection to include individual hotel business in its vast distribution system， Wyndham Hotel group is busy with its global brand innovation campaign， even Trump Hotels has launched Scion， a new lifestyle brand. It seems that every hotel group around the globe is working on the debut of new brand or the integration of old brand， since brand is the weapon to compete for guests and occupy the market.
的確，酒店品牌越来越多了，酒店品牌的作用也越来越大了
Indeed， more and more hotel brands are established for its evergrowing importance.
今天，大部分酒店集团已经成为轻资产公司，它们拥有的固定资产越来越少，而推出的融资产品、衍生共享产品和时间租赁产品正越来越多。这些资本需求和营销产品种类的增加都需要与之相应的品牌形象，于是，酒店品牌的攻略魔法便轮番精彩上演。
显然，未来的酒店管理公司必将逐渐变为品牌管理公司。如何保持品牌价值，营造品牌体验，使酒店推出的每个产品每个品牌都与宾客建立良好而稳定的情感关联，是酒店管理公司面临的挑战。在当今全球旅行消费升级的背景下，酒店尤其需要更加新鲜的、目标客群更加准确的不同品牌来瞄准特定的客源市场。
事实上，只要有不同的人和不同的生活方式存在，就必然有不同的旅行消费需求、不同的酒店业商机，也就必然要有不同的酒店和度假村品牌与之对应，为之服务，从中获益。
对酒店集团CEO来说，品牌是决定公司命运的关键，好的品牌总会带来好的收益。温德姆酒店集团CEO杰夫·巴洛特说：“看看我们的品牌构成了什么？它构成了入住率的增长和业主的加盟，品牌从没有这么重要过！ ”最佳西方酒店与度假村集团也在近期进行了全球品牌升级，集团CEO江大卫表示：“为什么这么多人认可和喜欢可口可乐？为什么人们愿意专门去购买可口可乐？这就是品牌的价值所在。”
实现品牌战略的方法有很多。当下常见的方式之一就是购买品牌，像万豪收购喜达屋，雅高收购费尔蒙、莱佛士及瑞士酒店；或者，像希尔顿一样推出系列品牌，实现聚合效应。规模较大的酒店集团，当品牌数量和酒店规模达到一定量级，就会带来直接预订的增长，这时候的首要任务是利用品牌的全媒体宣传引导目标客群到自己的官网预订客房，而不是到OTA平台预订。因为从直接预订中获得的收益越高，酒店集团为酒店业主挣到的收益就越多，自身的会员体系就越容易繁衍，越容易增长，形成良性循环性增长。 也有一些酒店集團，酒店数量不多不少，却只拥有单一品牌，品质很高，不开放会员系统。他们另辟蹊径，几十年不变坚持打造高端差异化的品牌和顶级的人性化服务体验，由此获得成功，比如四季酒店集团。“我们不能和多品牌集团一样去打造庞大的分销系统。我们成功的因素是这个品牌全方位的人性化服务，以及做好一切可以吸引客人关注和加强业主信任的事情。”四季酒店集团CEO艾利·史密斯说。
从酒店集团CEO的角度来看，一个酒店品牌成功与否一般需要两种衡量：不仅要由客人衡量，更重要的是由酒店业主衡量，业主才是挂这家酒店集团旗帜的决定者，而业主的选择又来自市场的评价，这是相辅相成的。洲际酒店集团美洲区CEO艾利·马洛夫说：“业主的投票才真正体现了品牌的价值”。他认为，今天酒店取得成功的门槛要比过去高很多，酒店集团制定品牌的战略也随之比过去多了很多，过去的这4年，酒店业主们对品牌酒店的投资比对非品牌酒店的投资多出75%，这不仅说明品牌是取胜关键，也说明酒店业主是品牌最终检验者。
Nowadays， asset-light strategy has been the choice for most hotel groups which means to own less fixed asset and launch more financing product， shared product and vacation rental product instead. Brand image is required to correspond to the capital demand and increased marketing products.
Obviously， hotel management company in the future will gradually become brand management company. How to maintain the brand's value， build brand experience and establish a good and stable emotional bond between each brand with its guests will be the challenge faced by hotel management company. Under the background of global tourism consumption upgrade， the hotel group especially need more accurately positioned brand to target the specific market segment.
Geoff Ballotti， CEO of Wyndham Hotel group said： "Our Brand is the reason behind the increase of occupancy rate and why the owners join us. Brand has never been so important." Best Western International complete global brand upgrade recently， CEO David Kong said： "Why Coca-Cola is so popular and people like to buy it？ This is where the brand value lies in."
There are several ways to realize brand strategy. One of the common ways at present is to buy a brand directly， such as Marriott International acquired Starwood Hotels & Resorts Worldwide， AccorHotels acquired Fairmont Hotels & Resorts， Raffles Hotels & Resorts as well as Swissotel. Another way is to launch a series of brands like Hilton Worldwide to benefit from combined effect. When the quantity of brands and hotels reach a certain scale， direct booking will increase and the hotel group shall lead the guests to their official website for direct booking instead of booking via OTA by means of brand marketing on all media. The higher the benefit from direct booking is， the higher earnings the hotel owners could gain. Moreover the hotel membership system will become easier to promote and grow， thus forming a beneficial circle.
On the other hand， some hotel groups only possess one brand with superior quality， moderate quantity of hotels and enclosed membership system. For example， the success of Four Seasons Hotels and Resorts owe to the persistence for several decades in cultivating high-end differentiated brand and personalized service experience. Allen Smith， CEO of Four Seasons Hotels and Resorts said： "We cannot make vast distribution system the way multi –brand hotel group do. What we can do is provide all-dimensional personalized service via one brand and make everything right to attract guests and win the owner's trust." A brand's success will be measured by the guests and the owners. From the perspective of a hotel group CEO， the latter is more important since it's the owner who decides whether or not to hang the brand's flag. Elie. Maalouf， CEO of The Americas at InterContinental Hotels Group said： "The brand's value is truly reflected from the vote of the owner. " In the past four years， owner's investment in branded hotel is 75% higher than in non-branded hotel， indicating that brand is the key factor for success and the owner is the final judge of the brand.
面對增长与创新的紧迫挑战，各种酒店品牌或升级或重组，上演魔法真功
Facing the pressing challenge of growth and innovation， hotel groups work on brand upgrade or restruction.
还记得2008年，美国W酒店品牌发现自己已经打造十年的时尚形象有些过时，亟待向欧洲和亚洲扩张的计划受阻，于是下决心做一次全球范围内的品牌新定位。那是一次榜样行动，让全球酒店同行看到重塑一个既能满足老店升级需求又能适用扩张之路的品牌策略，至今令人记忆犹新。
榜样的力量是无穷的。
近期，老牌酒店喜来登推出了名为“喜来登2020”的品牌复兴计划，旨在恢复该品牌在北美地区一直以来存在的体验不一致的问题。2016年9月当万豪宣布收购喜达屋时，曾有业内人士以为万豪最终会抛弃喜达屋旗下的这个喜来登品牌。然而，这件事也许不会发生了，因为人们清楚地看到，喜来登酒店品牌在亚洲非常成功，它在亚洲营造的品牌体验非常一致，市场认知率很高，已经树立了强大的品牌影响力。看来，喜来登的品牌重组，可能正是来自对亚洲经验的总结。
还有，温德姆酒店集团将旗下16个酒店品牌重新升级整合；最佳西方国际酒店集团也变成了最佳西方酒店与度假村；洲际集团最近宣布将投资2亿美金重新打造皇冠假日品牌......如果算上经济性连锁酒店集团这些年的品牌增速和全球各地独立酒店品牌的就地升级，人们可以看到品牌的魔法力正在脱颖而出。 品牌的足够差异化目标化，不仅已是酒店投资者启动资本循环的法宝，而且可以植入消费者的脑海形成清晰印象从而带来更精准的客源，最终则成为酒店发展壮大的利器。这种巧拨千金，以少胜多的策略，就是酒店品牌的魔法真功。
当然，无论酒店品牌的升级，重组或重新定位，远不是设计一个新LOGO或改变、新编一个品牌名称这么简单，它涉及到酒店品牌所对应市场的精准定位，酒店投资回报的科学策划，酒店规划与建筑的专业化设计，酒店整体风格调性品质的确定，以及酒店围绕品牌在营销、采购、管理、产品和服务等方面必须建立的无数规则、程序和操作细节，还要依靠职业经理人精英以及多部门多层次的统筹协调合力而为......
一个优秀酒店品牌的核心，是纯正性、精致度和耐久力，舍此不能赢得宾客的口碑和信任，舍此不能换来真正的成功。
Early in 2008， W hotels in America came to realize its brand was outdate and caused setbacks to its expansion plans in Europe and in Asia， which determined the group to reposition the brand globally. This was a good example to let the whole industry see brand reposition could meet the need of hotel upgrade and expansion strategy.
Recently， Sheraton launched a brand renaissance campaign called Sheraton 2020， aiming to solve the problem of experience inconsistency in North America region. In September 2016， when Marriott International announced to acquire Starwood Hotels & Resorts Worldwide， it was believed by some insiders that Marriott would give up on Sheraton which turned out not true， since obviously Sheraton is a very successful brand in Asia with consistent brand experience， high recognition and strong influence.
Other example includes Wyndham Hotel group upgrades and integrates its 16 hotel brands， Best Western International Hotel Group is renamed Best Western Hotels and Resorts， InterContinental Hotels Group plans to invest 200 million dollars in rebuild the Crowne Plaza brand. The growing speed of economy chain hotels brand and the upgrade of independent hotel brand around the globe is also worth mentioning. A hotel brand differentiated enough and focused enough will plant vivid image in the brains of the guests which will bring targeted guests to the hotel.
The content of hotel brand upgrade， restruction or reposition is far more complicated from designing a new LOGO or having a new name， it involves accurate position of the brand in the market， scientific calculation of investment and return， professional design of hotel planning and construction， determination of hotel style and quality， and all the procedures， formalities and operational details related to procurement， management， products and services around hotel brand. The work require professional hotel managers and coordination among all departments.
The core of a good hotel brand is authenticity， sophistication and endurance， which are necessary factors to win the reputation and trust to gain success.