返璞归真 健康酒店大行其道
撰文/许晓旋Written by Zoe
简约、健康和综合性体验俨然已是2017年大住宿行业尤其是豪华酒店的风潮所在。《2016年奢侈品未来报告》指出，奢华品牌正在成为促进文化、教育和健康的融合空间，将不同的消费者需求结合到一个统一的多样化的生活区域里。放眼当前，牵一发而动全身，许多中小型酒店也纷纷效颦，拥抱多样性住宿，于是文化主题酒店、健康和养生主题酒店纷至沓来，你方唱罢我登台，势要分一杯羹。
正当风雨弄潮时，且看简单和健康两大主题如何引领酒店业顺时而动！
正当风雨弄潮时，且看简单和健康两大主题如何引领酒店业顺时而动！
身心舒压成消费痛点
简单为何物？简单即摈弃浮华，回归本真，而回归则意味着将眼光投射到人之根本上来，而身心皆为根本。若根基不稳，纵使你如临仙境，食之皆天物，饮之皆玉露，卧之皆香榻，俯仰之间高科技服务环绕你左右，也会觉得人生悲戚无处不在，又有何乐可言呢？由此看来，健康产业的崛起必然呈风云之态。
大健康产业在中国有广阔的前景，预计2017年中国健康产业规模为4.9万亿元，2021年将达到12.9万亿元，未来五年（2017-2021年）年均复合增长率约为27.26% 作为一种正在兴起的新业态，健康产业吸金能力非凡，市场潜力巨大。
“健康产业是明星产业”，台北北投健康管理医院的蔡清标院长在2017年CHAT论坛上如是说，他一针见血地提出了“住院酒店化，气氛家庭化，院区公园化，健康休闲化”的概念，反映出健康产业在酒店旅游业中日益重要的地位。如今每个高端旅行者人都在谈论健康，健康作为一个主要元素，融入到了用户体验的方方面面，自然也吸引了酒店旅游业前瞻者的目光，许多健康性产品和体验也便应运而生。
而对于酒店来说，健康产业具体又意味着什么呢？“正心以为本，修身以为基”司马光这句箴言表明了健康即分为身体的康养和心灵的健康。现代人生活节奏快，压力倍增，而酒店在客户出游期间能真正给出身心舒压的优质服务，才是当前的消费痛点。
畅享时光——健康健身
由于现代生活压力巨大，越来越多的人开始认识到运动的魅力，钟情于健身运动，为的就是强身健体，抒解压力。而旅行者常常受困于酒店无法满足他们全面健康生活方式的需求。
传统标准酒店以提供各种周到奢华服务为主，在酒店装潢、客房设施、辅以层出不穷的高科技手段方便住客生活，主打闲逸的生活方式，而如今励志健身风潮已经风靡全球，各地品牌都已然嗅到商机，纷纷推陈出新，把健康融入到宾客的体验中。
泰国六善酒店首席执行官Neil Jacobs表示，酒店在豪华健康领域的创新势在必行，六善的根本使命促使健康成为一种生活方式。因此，六善于2015年推出了综合健康平台，对客户身体进行健康测量和分析。在客户的睡眠、身材、排毒和锻炼四个主题进行全方位的健康管理。
今年1月，凯悦酒店集团收购了专注于健康度假胜地和水疗中心的Miraval集团，。 Kyricos＆Associates总裁兼首席执行官Mia Kyricos谈到这笔交易认为，“通过收购Miraval，Hyatt不仅向拥有健康意识的旅客传递了更多的信号，也进一步从同质化的竞争市场中脱颖而出。健康旅游是个将近6000亿美元的市场，增长速度是全球旅游的两倍，凯悦的投资是值得的。”
值得关注的是，早在2012年洲际酒店集团开创了逸衡酒店，成为了全球第一个提供全面时尚健康体验的主流酒店品牌。2014年6月，最早的两家逸衡酒店在美国正式亮相。市场反响热烈，纽约时代广场逸衡酒店更是荣膺2017猫途鹰“旅行者之选”大奖。“有很多酒店公司正在发力健康项目，但并没有直击要害。”两家纽约Even酒店的所有者Lance Steinberg表示，并指出健康趋势无处不在。这是一种健康文化，不是突然出现的，而是意识到这是一种方式，需要迎头赶上。”
健康酒店在“以健康运动为美”的时代，可以契合客户锻炼的需要，让旅行者在行程中也能保持健康的习惯。酒店需要洞察客户需求，并且不能只是将健康或健身，作为一个卖点，提供一些相关的设施、器械来满足宾客的需求。还要切实解决客户如何在旅行过程中保持活力和均衡膳食的问题，提供完整的健康体验包括锻炼、饮食、睡眠和疗养等等不一而足。
静享时光——数字排毒
世界小型豪华酒店组织SLH已经确定了2017年的四个主要趋势，即：热爱本土、终身体验、数字排毒、精致的简单，后两者是为了帮助客人减轻压力。其品牌和市场营销副总裁Tim Davis表示：“今天的豪华旅行是让你远离社交媒体，和朋友和家人在一起，回归生活。”
研究表明：每个人每天检查手机的频率平均为150次，每天盯着屏幕的时间为9小时，每天收发信息平均为23条。早上查看电子邮件和各类资讯的时间比早餐用时还要长。数字科技不仅改变了社交模式，也影响着个体生命节奏。微博，微信各种社交平台爆炸性的信息让现代人无处躲闪，于是现在人们开始忙不迭地想要逃离喧嚣，逃离数字化的控制。若无法真正断开无时无刻不骚动着的数字化网络，就无法静享安静时光，无法回归自身的纯粹，活得简单亦是无处说起。
安静的思考时间亦是奢侈的，尤其是对于任何一位商务旅客而言，无处不在的连接和数字让人分心。所以旅行过程中和酒店住宿中的“数字排毒”也是应运而生，市面上“排毒假期”、“不插电旅行”等主题产品也开始崭露头角。
苏黎世柏悦酒店营销副总裁Laura Amanzi解释道：“今天奢华是什么？ 我们把它定义为低调的奢华。我认为应该创造一个住宅生活环境，让客人能够变得悠闲，这是真正的奢侈，客人会说‘我终于有时间在酒店的休息室吃早餐，看报纸了’，今天的豪华酒店应给与客人这样的享受。”
目前酒店均以文化引导顾客进行数字排毒，放空数字时代带来的繁杂之感，分别有引导型和隔断型的“排毒”方式。有些酒店以“不插电旅行”为主题，打造远离任何闪烁电子画面的不插电的世外桃源，在这些孤立度假村，电源都会被拔掉，取而代之的是纯净原始的美景以及特色浮潜、攀岩、精神远足等特色体验，如不丹的Amankora，如美国乔治亚州坎伯兰岛的Greyfield Inn和澳大利亚的Arkaba Station。引导型酒店则常见得多，即当前十分热门的文化主题酒店，主要打造特色的软文化服务体系以满足客户的人文需求，充当“文化充电小站”的角色，引导人们忘却泛滥的数字信息，以文化陶冶心志。如东方文化主题连锁酒店东方客栈，在酒店大堂设立书法台，笔墨纸砚样样齐全，以供客人挥毫，另外还有古筝、阅读、下棋等一系列文化活动对旅客进行循循善诱。
THE ESSENCE OF HEALTH HOTEL
The two eye-catching topics, simplicity and health have led a new trend in hospitality in 2017. Therefore, cultural theme hotels and wellness hotels have mushroomed. How will the popular new concepts rock the hotel industry? Let’s see it for real.
Consumers itching for relaxation
Simplicity represents returning to the basis, which is customers’ physical and mental health, when it comes to hospitality. As an emerging industry, health industry has a promising prospect with enormous potential
“Health industry is a leading-edge industry, and it has also risen to prominence in hospitality and tourism”, Tsai Qingbiao, the dean of Taipei Beitou Health Management Hospital noted in CHAT 2017. Heath elements have blended into every aspect of consumers’ experience, and many related products and experience have born. Health means physical health and mental health. Providing relaxing service to consumers has been a priority of hotels and tourism.
Physical health: sweating exercises
Overstress in daily work has driven people pay greater attention to physical exercises to keep fit and release pressure. Hospitality and travel destinations offer a series of healthy programs to please customers. Neil Jacobs, CEO of Thailand-based Six Senses Hotels Resorts Spas reckoned that the innovation of health sections in hotels is imperative and it aims to render health as a lifestyle.
Hyatt Hotels Group bought Miraval Group centering on health resorts and spas this January. Mia Kyricos, President & CEO with Kyricos & Associates commented that Hyatt not only conveyed positive signals to those health-conscious tourists, also standed out in the competitive market.
It’s worth noting that Even Hotel, established by InterContinental Hotels Group was a pioneer focusing on full healthy experience. Lance Steinberg with Even Hotel said that the healthy trend is ubiquitous and this culture will spread to all walks of life.
Health theme hotel need to satisfy tourists’ need to exercise anywhere anytime. What’s more, related healthy facilities are not enough, additional diet, sleeping service and spa service also need to be taken care of.
Mental health: Disconnect to reconnect
“Disconnect to Reconnect” is one of the four trends in luxury hotels in 2017, with an aim to help tourists relax themselves. Tim Davis, Vice president of brand and marketing of SLH believed that luxury trips keep you away from social media, and helps you embrace your life with family union.
Explosive information in this digital era has haunted us anytime, so pondering with distraction from it has become a luxury to tourists. More and more people long for a quiet trip without the chaos of digital era, so “Disconnect to Reconnect” has been born.
Hoteliers tend to use specific culture as a bait to lure tourists out of the shackles of excessive information. Some hotels carry out “unplugged trips” by isolate people from digital world, and lead them to experience primitive scenery or special activities such as diving, climbing and mental hiking. Themed as cultural hotels, the other ones intoxicate tourists with various theme cultures such as Chinese culture, for example, Orient Hotel offers calligraphy desk, Guzheng, chess and reading as a cultural feast, feeding tourists with mental nutrition.
Consumers itching for relaxation
Simplicity represents returning to the basis, which is customers’ physical and mental health, when it comes to hospitality. As an emerging industry, health industry has a promising prospect with enormous potential
“Health industry is a leading-edge industry, and it has also risen to prominence in hospitality and tourism”, Tsai Qingbiao, the dean of Taipei Beitou Health Management Hospital noted in CHAT 2017. Heath elements have blended into every aspect of consumers’ experience, and many related products and experience have born. Health means physical health and mental health. Providing relaxing service to consumers has been a priority of hotels and tourism.
Physical health: sweating exercises
Overstress in daily work has driven people pay greater attention to physical exercises to keep fit and release pressure. Hospitality and travel destinations offer a series of healthy programs to please customers. Neil Jacobs, CEO of Thailand-based Six Senses Hotels Resorts Spas reckoned that the innovation of health sections in hotels is imperative and it aims to render health as a lifestyle.
Hyatt Hotels Group bought Miraval Group centering on health resorts and spas this January. Mia Kyricos, President & CEO with Kyricos & Associates commented that Hyatt not only conveyed positive signals to those health-conscious tourists, also standed out in the competitive market.
It’s worth noting that Even Hotel, established by InterContinental Hotels Group was a pioneer focusing on full healthy experience. Lance Steinberg with Even Hotel said that the healthy trend is ubiquitous and this culture will spread to all walks of life.
Health theme hotel need to satisfy tourists’ need to exercise anywhere anytime. What’s more, related healthy facilities are not enough, additional diet, sleeping service and spa service also need to be taken care of.
Mental health: Disconnect to reconnect
“Disconnect to Reconnect” is one of the four trends in luxury hotels in 2017, with an aim to help tourists relax themselves. Tim Davis, Vice president of brand and marketing of SLH believed that luxury trips keep you away from social media, and helps you embrace your life with family union.
Explosive information in this digital era has haunted us anytime, so pondering with distraction from it has become a luxury to tourists. More and more people long for a quiet trip without the chaos of digital era, so “Disconnect to Reconnect” has been born.
Hoteliers tend to use specific culture as a bait to lure tourists out of the shackles of excessive information. Some hotels carry out “unplugged trips” by isolate people from digital world, and lead them to experience primitive scenery or special activities such as diving, climbing and mental hiking. Themed as cultural hotels, the other ones intoxicate tourists with various theme cultures such as Chinese culture, for example, Orient Hotel offers calligraphy desk, Guzheng, chess and reading as a cultural feast, feeding tourists with mental nutrition.
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