跨界融合和技术进步决定酒店业未来
钱建农
复星集团全球合伙人、高级副总裁
复星旅游文化集团董事长兼总裁
Jim Qian
Global Partner & Senior Vice President of Fosun Group
Chairman & President of Fosun Tourism Group
记得在欧洲留学，游走欧洲各国时，寻找酒店总是先考虑价格是否实惠及交通是否便利，符合这两点对我而言就是好酒店。毕业后，在欧洲跨国公司就职，小有升职后公司告诉我们出差住宿不能住低于4星标准的酒店，说要注意公司形象。那时我对酒店行业的理解就是：酒店在为不同消费者提供不同的服务和产品，所以产生了不同的酒店品牌。
正是怀着对消费需求变化的朴素理解，2010年复星投资法国地中海俱乐部（Club Med），希望通过引入Club Med来改变中国酒店业的产品结构。这个全球领先的度假连锁酒店集团，其独特的模式和纯法国血统中沉淀出的开放和快乐基因，让我觉得中国消费者需要它。那时国内市场高星级商务酒店及经济型酒店竞争激烈，价格战是普遍使用的手段。我始终相信会有一种趋势，让消费者越来越注重产品和服务的价值和品质，而不仅仅关注价格。
我们可以看一下，Gerard Blitz先生在创立Club Med时说的一句话：“生活的目标是快乐，快乐的地方就是这里，享受快乐就是现在”。复星2015年完成对Club Med完全控股，目标就是把这个全球领先的快乐度假模式带给中国家庭。实际上，一个在全球平均入住天数达到七天的酒店，不仅为消费者提供了新的产品，同时也为解决困扰中国旅游业的顽疾提供解决方案，比如交通拥堵。
当然，当今酒店业的变革远远不止引进Club Med那么简单，全球消费升级及技术变革在彻底改变酒店行业。传统酒店业在自身创新求变中，不断尝试跨界融合，同时在快速嫁接新技术，在资本推动下开始形成新的生态圈。
酒店加文化，酒店加亲子，酒店加体育，酒店加新生活方式等等，跨界融合似乎已成一种趋势，技术变革及人工智能的广泛应用也在加快酒店产品的迭代。大数据、新支付方式、共享经济等给古老的传统酒店业带来的变化一定会超出酒店业界的预想。面对竞争的血腥和行业大变革的风雨，唯有放弃原有狭隘的企业胸怀，围绕消费者需求，调整企业定位和战略，才会有机会卓越前行。
竞争战略之父迈克尔·波特说过：“战略是否成功，有赖于把许多事情做好，并让这些事之间有良好的整合”。在消费越来越趋于个性化、消费者服务需求越来越高的今天，我们更加觉得酒店业不能孤独前行。
复星旅游文化集团正是为这样一个目标而生，为全球家庭提供快乐假期。在整合Club Med基础上，今年复星旅游文化集团投资超过100亿的亚特兰蒂斯酒店将和消费者见面。这个被誉为海南酒店3.0版的产品还没开业，去年就被评为2017年中国最值得期待的酒店。我们投资的全球最古老旅行社企业Thomas Cook旗下酒店品牌，不久也将进入中国市场。围绕休闲度假酒店，复星旅游文化在演艺、旅游伴手礼产品、旅游目的地开发管理、旅行服务、亲子等方面也都开始布局。通过全球化和全产业链运作，把和家庭快乐度假相关的许多事情做好，为中国酒店业提供新产品的同时，也推动中国酒店的全球化发展。
JOIN THE CROSSOVER TREND AND PASS ON THE JOY
Hotel brands are started distinctively, to suit distinctive needs accordingly. That’s my understanding of hotel industry. Initially invested by Fosun Group in 2010, Club Med is characteristic for its joyful, liberal French quality and its business model. That’s what I think Chinese customers are in need of. So far, price wars remain common among domestic hotels. I firmly believe, however, the wind is changing towards competing quality of service, instead of price.“Our purpose in life is to be happy. The place to be happy is here. And the time to be happy is now,” said Gerard Blitz on Club Med’s opening. Fosun Group has bought all the shares of Club Med by 2015, in a bid to bring the joyful brand to Chinese families, also brought to China are solutions to such problems as traffic jams.
Crossover is what hotels today are turning towards. From family hotel to sports hotel, there seems to be a trend revolving around it, alongside other trends such as the adoption of artificial intelligence. Meanwhile, today’s hotel industry is all about fierce competition. Hotels have to go far enough to meet consumer’s needs. Successful strategies pay attention to good integration. No hotel can survive inside its own cocoon.
Fosun Tourism Group believes in what’s mentioned above. We are a group born to pass on the joy to families. Now, a series of businesses around leisure and holiday, such as entertainment, souvenir, development & management of tourist destination, parent-child services etc. are being rolled out. By doing so in a globalised way, we contribute to joyful family holidays, and have provided all new products to China’s hotel industry, thus motivating industry development. After Club Med, our next investment, the over-10-billion-yuan Atlantis Sanya will be opened soon, attracting attention from people both at home and abroad. It will be followed by a subbrand of Thomas Cook, one of the oldest travel agencies in the world, also coming soon to China.
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