影响亚太区酒店设计的五大趋势
阅读:3749 2021-08-16

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一名游客端坐于日本京都天龙寺,Masaaki Komori摄

A visitor sitting at Tenryu-ji Temple in Kyoto, Japan, captured by Masaaki Komori


尽管挑战重重,酒店仍持续受到亚太地区各类开发项目的青睐。这一历史悠久的市场正在升级重塑,以满足旅行者不断变化的新偏好和更高的期望值。与此同时,一旦环球旅行开放,一系列供游客探索游览的全新目的地又将快速崛起。

Despite ongoing challenges, hospitality in Asia Pacific remains a hotbed of exciting development activity. Long established markets are reinventing themselves in response to changing visitor profiles and evolving expectations, while simultaneously a new set of destinations are emerging for tourists to explore once restrictions abate.


由于主办2020奥运会,东京成为全球瞩目的焦点。我们与WATG常驻新加坡的战略总监Guy Cooke一起探讨了亚太地区酒店业颇具影响力的几大趋势。

With the hosting of the 2020 Olympic Games, Tokyo has become the focus of global attention. Together with Guy Cooke, WATG's resident strategy director in Singapore, we discussed several influential trends in the hotel industry in the Asia-Pacific region.


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#01

日式奢华

 A Japanese take on luxury


相对于成熟的国际目的地,日本的奢华、超高端和高端酒店市场仍有很大的需求空间,有着显著的顶部市场机遇。游客们期待独特的文化体验,如用心服务的日式待客之道——“omotenashi(无微不至)”,而非国际化酒店中常见的标准化服务。因此,酒店温泉和怀石料理比泳池和客房服务更受重视,全新的日式奢华酒店正在兴起,将日本的传统特色与卓越服务及设施相结合。

Japan’s luxury, upper upscale and upscale hotel sectors remain under-supplied when compared to other mature international destinations, representing clear opportunities at the top of the market. Visitors are expecting a unique cultural experience, such as omotenashi – the spirit of Japan’s hospitality and service ethos – rather than the standardized service that has historically been more typical in the sector internationally. In these settings, on-site onsen and kaiseki are increasingly prioritized over pools and room service, and a new breed of luxury ryokans are emerging, merging Japanese tradition with exceptional service and facilities.



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越南会安南岸新世界综合度假酒店及其相邻的会安海岸高尔夫俱乐部,均由WATG建筑与景观设计团队担纲设计

Vietnamese integrated resort New World Hoiana, and the nearby Hoiana Shores Golf Club, were designed by WATG’s architecture and landscape architecture teams

#02

综合度假区押宝亚洲市场

IRs bet big on Asia


综合度假区,又称为IR (Integrated resorts),是依托于娱乐业的大型酒店地产项目,配备了各类休闲与娱乐设施。随着大量投资的涌入,IR在亚太地区迅猛崛起。在日益激烈的市场竞争中,新一代综合度假区需要考虑差异化策略,通过创新和引领市场需求的休闲娱乐活动来打造竞争优势。开创独特的目的地体验需要具备对娱乐业及其他行业消费趋势和偏好的独到见地,我们将会在之后作更多分享。

Integrated resorts – also known as IRs – are large-scale hospitality developments anchored by gaming, but with a range of other leisure and entertainment facilities beside. The IR market is proliferating across the region, with a set of new players coming to the table. In the context of such an increasingly competitive landscape, the next generation of integrated resorts will need consider differentiation through innovative and market-driven leisure and entertainment activities as well as the ongoing evolution of the gaming experience. Creating the next unique destination experience requires key insights into consumer trends and preferences of both gaming and non-gaming segments – more from WATG Strategy on that soon.



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韩国首尔的电子游戏热潮,Ciaran O’Brien摄

Cyber wave, in Seoul, South Korea, by Ciaran O’Brien

#03

“韩流”效应

The ‘Hallyu’ effect


Hallyu中文译为“韩流”,是用来描述韩国民族文化和流行文化风行之势的集合名词。我们发现,越来越多的旅游项目正借力于这些文化元素和IP来打造主题商店、景点和活动等。近期的调研显示,63%*到访韩国的个人旅行者是为了体验其流行文化,每13位**受访旅行者中就有1位表示,他们的韩国之行目的是观摩男子演唱组合BTS (Bulletproof Boy Scouts,防弹少年团)。我们预计,在新一代的酒店、主题公园乃至餐饮领域,这一趋势将会更加显著。

Hallyu is a collective term describing the growth of Korean culture and pop-culture, translating to ‘Korean wave’. In hospitality projects, we are seeing a marked increase in properties leveraging such cultural references and IP for the theming of outlets, attractions and events. In a recent study, 63%* of independent travelers visited Korea to experience its popular culture, and one in every 13** tourists indicated that BTS, a K-pop boy band/cultural phenomenon, was the main reason for their visit. For the next generation of hotels, entertainment parks and even F&B outlets, we expect this trend to become more apparent.


趣味知识:继“韩流”风行之后,韩国政府推出了“韩流”文化部来进一步支持其发展。

Fun fact: following the success of K-pop, the Korean government has even launched a ‘Hallyu’ department to further support the expansion of the Korean Wave.

* 现代经济研究院Hyundai Research Institute  (HRI)

**韩国旅行业协会Korea Association of Travel Agents (KATA)



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WATG设计的九寨沟丽思卡尔顿酒店将于今年年内开放,即将迎来11月至翌年2月的寒冷季节

The WATG-designed Ritz-Carlton Jiuzhaigou, which faces cool temperatures from November to February, opens later this year

#04

四季皆宜的山间目的地

A mountain for all seasons


亚太地区的山间度假产品正日趋多样化,并以夏季活动为主,力求实现旅行吸引力与酒店收入的平衡。气候变化为众多行业带来挑战,如滑雪目的地就面临着变化莫测的天气和变短的滑雪季。因此,对于度假目的地来说,全年开放模式比以往任何时候都重要。为更广的游客群体打造富有创意的项目和活动,是成功经营全年目的地的关键所在。

Across Asia Pacific, mountain resorts are increasingly looking to diversify their offering with a focus on summer activities – balancing appeal and revenue generation throughout the year. Operating on a 365-day model is more important now than ever, as climate change threatens many industries – including ski – with unpredictable weather and shorter seasons. Creative programming and activities that cater to a broad visitor mix are key to the development of a successful year-round destination.


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一家日本山间度假酒店的设计概念,WATG作品

Concept for a mountain resort in Japan, designed by WATG

#05

冬季梦幻品牌

Winter wonder ‘brand’


亚太地区的滑雪与山间度假酒店,已从传统的自助式高山滑雪公寓和小木屋模式,向更奢华的入住体验转型。越来越多的国际酒店品牌正进入该领域,并为吸引高品位的富裕旅行者和投资者,推出了一系列高端酒店和品牌住宅。日本二世谷等目的地获得了大量投资,丽思卡尔顿隐世、W、艾迪逊、安缦、嘉佩乐、柏悦和六善等酒店品牌于其间开发了精彩纷呈的度假产品。

Ski and mountain resorts in the region are moving away from the traditional self-catering alpine ski condo/chalet concept, with the provision of more luxury accommodation options. International hospitality brands are increasingly making their presence in this space, with a swathe of high-end hotels and branded residences that appeal to affluent and discerning travelers and investors. Destinations such as Niseko are seeing a lot of investment and with it, exciting new product from brands such as Ritz-Carlton Reserve, W Hotels, EDITION, Aman, Capella, Park Hyatt and Six Senses.



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