酒店业如何在新冠疫情后重振旗鼓?
阅读:3965 2020-06-21

HOW WILL HOTELS REBOUND FROM COVID-19?


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今年2月,疫情开始在全球蔓延,酒店经营者预测疫情的影响将持续一年以上。旅游季即将来临,然而疫情却让旅客们踌躇不前

虽然从短期看,我们正在讨论采取应对措施,打造更安全的酒店体验,但从长期看,疫情会如何影响旅客的旅行和酒店体验呢?如何赢回酒店宾客的信任,让他们对安全入住重拾信心呢?

以下七点建议供您参考:


As the pandemic started to take hold globally in February, hoteliers began projecting an impact lasting more than a year. Now travel season is in sight and we are no closer to visiting the places we love.

While the short-term responses to create a safer hospitality experience are being discussed now, what are the long-term implications that will change how we travel and experience hotels? How do we rebuild the trust of hotel guests and give them confidence to return safely to hotels? Here are seven considerations.

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继续为社区提供支持

Continue to be beacons for the community


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在疫情爆发后的几周到几个月的时间内,酒店业纷纷开始为所在社区提供支持。例如通过“Hospitality for Hope”计划,为医护人员提供休息房间、充当临时医疗场所,以及为流浪人员提供住所等等。

疫情过后,我们预期酒店业将会有更强烈的社会责任感,继续积极参与社区活动与建设。如果再有危机发生,酒店业将如何回馈社会?

 
In the weeks and months since the beginning of the pandemic, hotels have stepped up to serve a higher purpose for their communities. The “Hospitality for Hope” initiative, for example, provides rooms to house healthcare workers, adapt as temporary healthcare spaces, and house the unsheltered.
Post-pandemic, we can expect hotels to embrace an even stronger sense of social responsibility as they engage and welcome back their communities. Through the next crisis, how will hotels give back?

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优先考虑本地需求

Think Local First


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我们认为即使是在当前危机过去之后,酒店业在很长一段时期内都会继续作为社区强大的合作伙伴,为社区提供支持。如果再发生飓风、洪灾,酒店业仍将为员工提供避难场所,为有需要的人提供食物。

在不久的将来,随着公共活动重新开放,酒店将成为社区举办各类活动以及本地人出行的中心。在航空业回归到常态之前,人们会首选本地或者驾车即可到达的目的地,这无疑强化了本地服务以及与社区密切关联的重要性。

必要的住宿和商务差旅预计将逐步恢复,而休闲旅游则还需要随着时间的推移逐渐复苏。


We think hotels will continue to be stronger community partners long after the current crisis. They’ll continue to provide for their employees, offer refuge following the next hurricane or flood, or serve meals to the needy.

In the immediate future as the country begins to reopen, hotels will be the hub that welcomes their communities with activities, events, and local hospitality. Until people become comfortable again with airline travel, we’ll see an initial focus on local and drive-to destination travel, reinforcing the importance of localization and community connections.

Essential stays and business travel are expected to return slowly, while leisure travel by people with discretionary incomes will pick up momentum over time.


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推广安全文化
Promote a culture of safety

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“911”事件过后,许多酒店都加强了安保措施。过往的经验告诉我们,酒店经营者必须在严格的安全措施和宾客的舒适方便之间取得巧妙平衡。
一些安保措施是直观有形的,如无接触技术、无钥匙进入和个人移动支付等。还有一些则可能没有那么明显可见,如空气过滤系统、紫外线、消毒喷雾、健康环保材料以及新的客房服务模式,这些措施也会让宾客了解到他们的安全问题是酒店的首要考量。
 
In the post-911 world, many travelers encountered increased security measures at hotel entrances. As we learn from those tactics, hoteliers must balance safety measures with a sensibility that helps guests feel welcome and at ease.
Some measures will be tangible and immediate — things like touchless technology, keyless entry, and mobile payments that are tied to the individual guest. Other measures such as air filtration systems, UV light sources, disinfecting sprays, healthy materials, and new housekeeping protocols will communicate to guests that their safety is a primary concern.

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强调人际交往
Lean into human connection

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随着科技发展,数字平台和移动连接越来越普遍,我们必须记住,是人际间的相互往来创造了酒店的精彩时刻。没有什么比友善的面容和温暖的微笑更能令人心生暖意。
社交距离新规对大堂、咖啡厅、游泳池、餐厅等酒店的社交空间会产生怎样的影响,目前尚难以确定。首先聚会可能会变得规模更小,更私密,体验更佳、更个性化。公共空间的设计将更加灵活,更能适应疫情之后行为的变化,对于怎样变化我们目前尚无法预测。
在允许举办大型会议和展览后,酒店可能需要对空间要求和空间占用进行调整,以符合本地新的安全标准。在不久的将来,酒店经营者将会寻求更加灵活的多功能会议空间、数字平台、虚拟会议功能以及户外空间。重大的私人社交活动,如婚礼、家庭聚会和特殊宴会等,预计会作为优先事项首先回归。
从很多方面来说,一个好的酒店是它所有体验的总和,因此,酒店经营者应考虑酒店的服务、设施和空间如何保持卫生安全,同时也要考虑如何为宾客打造精彩难忘的体验。
 

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As technology, digital interfaces, and mobile connectivity become more prevalent, we have to remember that human interaction creates the memorable moments hotels are known for. There’s still nothing more comforting than a friendly face and a warm smile.
What’s harder to ascertain is how new social distancing norms will impact social spaces in hotels — places like lobbies, cafés, pools, and restaurants. As a start, gatherings may become smaller and more intimate, with more meaningful and exclusive experiences. The design of public spaces will be more flexible and adaptable to accommodate changes in behavior we still can’t anticipate.
When large conventions and exhibitions are permitted to return, space requirements and occupancy capacities may be adjusted to meet new safety standards in local jurisdictions. In the near future, hotel operators will be looking for flexibility in multiple types of meeting areas, digital interfaces, virtual meeting capacities, and access to outdoor spaces. Once-in-a-lifetime social occasions such as weddings, family gatherings, and special events are expected to return initially as a high priority.
In many ways, a great hotel is the sum of its experiences, so hoteliers should consider how their offerings, amenities, and spaces can be kept clean and safe, yet keep in mind how they also create engaging and aspirational experiences for their guests.

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把健康幸福作为首要考量
Prioritize well-being

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新冠疫情向我们表明,安全感直接影响我们的整体幸福指数。酒店业已经付出了巨大努力打造健康生活方式。就像办公物业和航空业一样,我们期待酒店业能进一步重视健康和健康的生活方式,让其成为酒店住宿的标准。
我们可以从餐饮、健身、精神和美学等多方面着手,关注如何塑造健康的生活方式和提升幸福感。酒店经营者可以通过这些无形的投入为宾客创造价值。
 
The COVID-19 pandemic has shown us that a sense of safety speaks to our overall well-being. Hotels have already made great efforts to create wellness programs. As in the workplace and aviation sectors, we can expect well-being and health to go further and become the standard of a hotel stay.
We could see more attention to food, exercise, spirituality, and beauty as a way to model healthier lifestyles and promote wellbeing. By supporting intangibles like these, hoteliers can create value for guests.

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巧用设计促进健康 
Use design to promote good health

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从设计的角度来看,一定要重点考虑宾客进入酒店的体验。在宾客抵达酒店后,我们可以采取哪些措施来为宾客营造健康和幸福的感觉?

可以考虑设立一个健康检查区,甚至设立一个现场诊室或医务室(可附属于水疗中心,也可作为商务酒店的独立部门)。还可以考虑在客房内提供健身设备,优化客房内用餐体验。这些都是长期设计考量,从长远来看可以提升宾客对安全方面的预期。

简洁的设计也有助于让人感觉整洁干净,打造新的美学体验。无缝墙面、硬质地板、简洁床品和简单家具可以在保持设计优雅的同时,方便清洁和维护。
 
From a design perspective, it’s important to think about the guest’s experience as they enter a hotel. Upon arrival, what measures can hotels take to provide guests a feeling of health and wellbeing? There could be an opportunity to create a wellness check zone or even provide an on-site clinic or healthcare space (which could be attached to a spa or a standalone for business hotels). In-room workout options and elevated dining experience in guest rooms could also be an option. These are long-term design considerations that could raise guests’ expectations for safety.
Simplicity in design promotes the perception of cleanliness and the reset of a new aesthetic. Seamless surfaces, hard flooring, simple bedding materials, and limited furnishings can be designed elegantly, yet still be easy to clean and maintain.

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提升空间的灵活性
Build-in resilience

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最终,人们会恢复旅行,酒店业也将恢复往日的忙碌,这点毫无疑问。但总有一天又会有新的危机出现,因此酒店业还是应该做好充分准备。
这次疫情让我们得以重新思考酒店业的未来。
我们如何才能打造灵活的空间,开创一种新的商业模式,可以从容应对未来的危机?会议空间是否有足够的灵活性能够迅速调整为可以举办婚礼或大型会议,同时在未来的紧急情况下又可以改作医疗分诊区?这种灵活性可以为酒店及其所在社区带来切实的价值。

无论是应对健康危机、火灾还是自然灾害,酒店都将继续以人际交往和情感连接为核心,提升全人类的生活福祉。现在是时候发挥这一角色,为下一次挑战做好准备了。

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There is no denying that people eventually will resume traveling and return to hotels. What’s also likely is that a new crisis will emerge someday, demanding that hotels be ready.
The pandemic experience gives us the opportunity to rethink the future of hospitality.
How can we create spaces that are flexible and support a business model that is responsive to the next crisis? Can meeting spaces be resilient enough to host a wedding or convention, but serve as a medical triage space in a future emergency? This type of agility can provide a real value for hotels and their communities.
Whether it’s a health crisis, wildfire, or natural disaster, hotels will continue to be the place that puts personal interactions and emotional connections at its core to enhance the lives of all humankind. This is the moment to expand that role and prepare for the next challenge.

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