大道至简
简单将是2017年高端旅游的一大流行词。
在2016年年末的戛纳国际奢侈旅游市场会议（ILTM）上，简单成了酒店从业者屡屡提及的热词。正如同Ovation Vacations的2017奢华度假趋势报告（Ovation Vacations’ Luxury Vacation Trends 2017 中指出，我们一直痴迷于“经验”、“正宗”、“策划”等词，2017年则将是“简单”。我们让旅行变得太复杂了，太多的选择，太多的渠道，太多的价格不一致。当人们对APP、博客、评论、网站、社交媒体、不一致的新闻源以及无尽的选项感到厌烦时，人们会更倾向于回归简单。
大道至简，而知易行难。简单，绝不意味着粗暴，直白，贫乏。只有经过精心设计与策划，呈现出来的简单才会内蕴非凡而不仅仅是一张白纸。简单，绝不是要求酒店不经思考的做减法，而是抛弃公式，减少统一而形式化的复制，去掉繁重而无用的堆砌，洞察消费者的需求，从心出发，满足旅行者的期待。通过最简单的过程获得最完整的体验将是酒店业未来需要解决的难题。本期的行业聚焦，将和酒店集团和旅游行业的运营者一起，从分析消费人群开始，到探讨酒店业应如何化繁为简，返璞归真。如何从深入本土，健康生活，体验融合等方面打造精致的简单。
SIMPLICITY IS THE ULTIMATE SOPHISTICATION
Simplicity is going to be a big buzzword in luxury travel in 2017.Luxury hospitality groups and tour operators are saying that their guests today are craving more simplicity, better wellness options, and a greater convergence of experiences combined together in one place.
Ovation Vacations’ Luxury Vacation Trends 2017 report said: “We’ve been obsessed with words like “experience,” “authentic,” and “curated.” The word of 2017 will be “Simplicity.” We’ve made travel too complicated — too many options, too many channels, too many inconsistent prices. At a time when people are overwhelmed with apps, blogs, reviews, aggregator sites, social media channels, inconsistent news feeds, and endless options therein, people will revert to simple options.”
However, it is not easy to be sophisticated simplicity. This FOCUS discusses how to keep sophisticated simplicity with leading figures from hotels and travel industry. It analyses the trends from different perspectives: introducing the future travelers, localization, experience, and healthy travel.
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