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“傲途格精选”（Autograph Collection），对于大多数中国酒店业者来说依然是陌生的，但这个万豪国际集团（Marriott International）旗下的豪华酒店品牌自2010年问世之后以每月加盟一家酒店的速度扩张得飞快。为什么是加盟？因为这是一个独立酒店联盟品牌，也就是我在某期季候风栏目文章中所谈到过的——软品牌。
相对于统一LOGO、统一设计标准、统一产品和服务元素的“硬品牌”来说，软品牌强调每间酒店拥有属于自己的故事，保持独特的风格与特色，千万不能“雷同”。更有甚者，万豪要求她的每间“傲途格精选”酒店都要以相当有趣的方式将自己的故事向客人娓娓道来。于是，“傲途格精选”网罗一群富有激情的独立酒店——从科罗拉多大峡谷边只有15间客房的精品狩猎旅舍，到布拉格19世纪新古典主义的宏伟宫殿酒店，独树一帜。
本期设计栏目刊登的两家巴库新酒店就是“傲途格精选”品牌大作：巴库大道酒店（The Boulevard Baku）抓住过去、现在和未来这个转变的故事，侃侃而谈；而巴库因图丽斯酒店（Intourist Hotel Baku）则追忆了上世纪30年代的同名酒店，不过这间21世纪的“继任者”显然有自己的叙述手法——将旧酒店鼎盛时期的装饰风格引入其中的同时，从不掩盖自我的新格调。
讲故事，有激情，随着中国标准化酒店的日趋饱和以及年轻一代消费者对自我个性的追求，软品牌酒店在中国的价值必然也会显露端倪。
The Age of Personality
"Autograph Collection"， a luxury hotel brand of Marriott International， is still unfamiliar to the majority of the Chinese hotel industry. Since its advent in 2010， Autograph Collection has been expanding at a great speed， with one more hotel joining the brand every month. Why join？ Because this is an alliance brand of independent hotels， something I talked about in the article of our Seasonal Wind column， namely， the soft brand.
Compared to the "hard brand" with a unified logo， design standards， products and services， the soft brand places great emphasis on individuality and every hotel has its own story and maintains its own unique style and features. It is anything but "similar." What is more， Marriott requires every member of "Autograph Collection" to tell stories to the guests in a very interesting way. Therefore， "Autograph Collection" has gathered a group of passionate independent hotels – from the boutique hunting lodge of the Grand Canyon with only 15 rooms， to the 19th century neoclassical Grand Palace Hotel in Prague. Each of them has a unique style.
The two new Baku hotels featured in the Design column are also masterpieces of the brand： The Boulevard Baku elaborates on a transitional story of the past， present and future； and Intourist Hotel Baku recalls the hotel of the same name in the 1930s； however， this 21st century "successor" obviously has its own narrative –it never conceals the new style of its own while maintaining the decorative style of its heyday.
Tell stories with passion. With the gradual saturation of China's standardized hotels， as well as the young consumers' pursuit of personality， the value of the soft brand hotel will soon emerge in China.
——执行主编：王杨
[email protected]
相对于统一LOGO、统一设计标准、统一产品和服务元素的“硬品牌”来说，软品牌强调每间酒店拥有属于自己的故事，保持独特的风格与特色，千万不能“雷同”。更有甚者，万豪要求她的每间“傲途格精选”酒店都要以相当有趣的方式将自己的故事向客人娓娓道来。于是，“傲途格精选”网罗一群富有激情的独立酒店——从科罗拉多大峡谷边只有15间客房的精品狩猎旅舍，到布拉格19世纪新古典主义的宏伟宫殿酒店，独树一帜。
本期设计栏目刊登的两家巴库新酒店就是“傲途格精选”品牌大作：巴库大道酒店（The Boulevard Baku）抓住过去、现在和未来这个转变的故事，侃侃而谈；而巴库因图丽斯酒店（Intourist Hotel Baku）则追忆了上世纪30年代的同名酒店，不过这间21世纪的“继任者”显然有自己的叙述手法——将旧酒店鼎盛时期的装饰风格引入其中的同时，从不掩盖自我的新格调。
讲故事，有激情，随着中国标准化酒店的日趋饱和以及年轻一代消费者对自我个性的追求，软品牌酒店在中国的价值必然也会显露端倪。
The Age of Personality
"Autograph Collection"， a luxury hotel brand of Marriott International， is still unfamiliar to the majority of the Chinese hotel industry. Since its advent in 2010， Autograph Collection has been expanding at a great speed， with one more hotel joining the brand every month. Why join？ Because this is an alliance brand of independent hotels， something I talked about in the article of our Seasonal Wind column， namely， the soft brand.
Compared to the "hard brand" with a unified logo， design standards， products and services， the soft brand places great emphasis on individuality and every hotel has its own story and maintains its own unique style and features. It is anything but "similar." What is more， Marriott requires every member of "Autograph Collection" to tell stories to the guests in a very interesting way. Therefore， "Autograph Collection" has gathered a group of passionate independent hotels – from the boutique hunting lodge of the Grand Canyon with only 15 rooms， to the 19th century neoclassical Grand Palace Hotel in Prague. Each of them has a unique style.
The two new Baku hotels featured in the Design column are also masterpieces of the brand： The Boulevard Baku elaborates on a transitional story of the past， present and future； and Intourist Hotel Baku recalls the hotel of the same name in the 1930s； however， this 21st century "successor" obviously has its own narrative –it never conceals the new style of its own while maintaining the decorative style of its heyday.
Tell stories with passion. With the gradual saturation of China's standardized hotels， as well as the young consumers' pursuit of personality， the value of the soft brand hotel will soon emerge in China.
——执行主编：王杨
[email protected]