Theme hotel as a new form of hotel development is emerging in foreign countries has nearly 50 years of history, and in China's history of development is not long, the distribution range is only limited to the hotel industry is more developed in Guangdong, Shanghai, Shenzhen, etc., some of the return to nature, science and technology, or nostalgia as the theme of the hotel, are embodied in the distinctive business characteristics. Although the emergence of theme hotels in China is a novelty, but in the international hotel industry belongs to a new trend of development. From the domestic only a few theme hotel business situation, business conditions are better than other hotels.
In the face of such a bright prospect of the theme hotel, it is necessary to analyze the planning and design of the theme hotel, to the development of the theme of the hotel to provide a little pertinent "cannon fodder". To be introduced from the theme, positioning theme, display theme, rational allocation of functions and other parts to elaborate. In doing scenic planning, first of all to determine her development direction and positioning, in order to stand out in the many competitors, stronger and bigger. Similarly, the theme hotel is also the same, only when it is located in the scenic area, more dependent on the scenic area of the theme of positioning, and echo, for its services. When she is located in the city or not only dependent on the scenic area and the existence of the theme of the hotel's accurate positioning is particularly important, the problem to be considered is also more. Hangzhou "Dream Castle" is a typical case of failure due to inaccurate positioning of the theme.
Hangzhou "Dream Castle"
The end of 2003, plans to spend 1.5 billion yuan, called "China's first super five-star hotel" "Dream Castle
In late 2003, the plan to spend 1.5 billion yuan, known as "China's first super five-star hotel" "Dream Castle" should have come from Xiaoshan District, Hangzhou, news of the start of construction, but unexpectedly was announced by the Hangzhou authorities aborted the plan, the source said: "Due to the program to change the "Dream Castle" can not be rebuilt." "Dream Castle" was originally planned to be Hangzhou 2006 World Leisure Expo landmark building, covering an area of 130,000 square meters, more than 100 meters high, its investors are famous private enterprises Songcheng Group. Its designer, but also designed the world's largest hotel (MGM Grand) of the famous American designer Mr. Weldon Simpson.
This ultra-luxury design should be a model of success, but it ended in failure. The root cause of its failure, not that it has no positioning, but because it committed two positioning fatal injury. First, the theme is too far ahead of the market positioning: Hangzhou as a leisure capital, but also in the center of the Yangtze River Delta region, so the positioning of the Yangtze River Delta region in the leisure of casual visitors and business meetings is reasonable. The theme of "Dream Castle" does not support this positioning, and its super five-star construction will be far beyond the consumption capacity of the leisure market. Secondly, the theme is too alien from the city's positioning: Hangzhou is a beautiful and quiet water town in the south of the Yangtze River, is a modern leisure city; and "Dream Castle" to "dream" as the theme, luxury and magnificent, and rooted in the life of the warm and comfortable leisure atmosphere contrary to the pursuit of an experience away from reality, the theme of "Dream Castle", the theme of "Dream Castle", the theme of "Dream Castle", the theme of "Dream Castle". It pursues an experience far away from reality. Her fault was that she did not take into account the image positioning and urban planning of the city where she was located, so it was only natural that she failed.
In the accurate positioning of the theme hotel process, should start looking from several aspects. First, pay close attention to competitors, to avoid similar theme positioning; second is the depth of mining theme connotation, to avoid the form is greater than the content; third is the theme of the hotel adaptability, to avoid the positioning of the cart before the horse; fourth is the theme of the appropriate avoidance of "earthly", to avoid falling into the popular mundane set. When a better grasp of the above four points, in order to say that the positioning of a theme hotel. Theme building is the tangible display of the theme hotel, plays a key role in the customer's first purchase. Theme building in addition to the pursuit of uniqueness, but also should grasp and the coordination of the surrounding geographical environment, and the coordination of the surrounding environment itself is part of the customer experience. Here are two theme hotels with natural scenery as the background, whose theme buildings and theme landscapes are in line with the theme environment and have proved to be successful.
The Chalet-Kenya Tree Top Hotel
Early tree-top hotels were built entirely on the branches of a few large trees, and the buildings were still all-wooden structures, except that the large tree branches were replaced by dozens of large wooden pillars. The building is suspended on the ground floor, with three floors of guest rooms above. The top floor viewing platform is facing the snow-capped summit of Mount Kenya, and in front of the lodge there is a large watering hole, where elephants, rhinos, white-tailed monkeys and baboons drink water and replenish the salt, which is the best shot of people and animals living in harmony. Especially at night, the tour will turn on searchlights to illuminate the open space downstairs, and the staff will scatter salt on the ground, and dozens of elephants will scramble to roll the food with their long trunks, and tourists can watch this special performance of feeding salt to the elephants in the tree-top lodges.
The Crooked House - Austria's Brumau Rogner Spa Hotel
The motto of the Brumau Rogner Spa Hotel in southeastern Austria is "Subtle Difference," and the visual impact it brings to its guests is truly "Big Difference. The visual impact it gives to its guests is really "The Big Difference". Austrian architectural artist Mr. Hundertwasser (Hundertwasser) style in this place to play to the fullest: a group of Waldjanhofhaeuser apartment complex, even embedded into the ground, like a groundhog's crypt; villa group of the top of the planting of the green lawn and shrubs, and even the windows will be poking out of the tree, the understanding of the building has been completely subverted. turned upside down. Visitors can swim all the way from the swimming pool of the hot spring hotel to the hot spring pool, and experience the irregular water path designed by Mr. Hundred Water changing from left to right, up to down, and the scene in front of you is a Persian palace at one time, and at another time becomes a zebra hut, which will make you forget all the rules of the game in the world.
Of course, in addition to natural scenery hotels, there are celebrity culture hotels, historical and cultural hotels, city specialties and art specialties hotels and so on. Various theme types of hotels are different, the theme of the building to show the theme and the theme of the landscape is also different. But the theme of the landscape and the theme of the harmony of the building can play a role in rendering the theme, to achieve the effect of icing on the cake. Through the grasp of the theme positioning, the theme of the building and the theme of the landscape concept of understanding, around the theme of this clue to break him down, through the rational allocation of functions to improve the planning and design of the theme hotel. The hotel is divided according to the service area, generally divided into guest room area, dining area, public **** activity area, conference and exhibition area, fitness and entertainment area, administrative logistics area. These areas should be divided into clear, but also organic connection.
Hotel from an operational point of view, the hotel consists of revenue part and non-revenue part of the composition, when the total floor area is determined, the area structure should be carefully arranged in the following parts: guest room section includes single-bedded rooms, twin-bedded rooms, double rooms, a variety of suites and so on. Catering section includes main restaurant, vice restaurant, main bar, club, cocktail room, coffee room, etc., in addition, it should include large, medium and small banquet halls related to banquets; other business sectors, including meeting rooms, fitness facilities, sauna, beauty, swimming pool, laundry department, business center, etc.. Non-revenue parts include, lobby, general service desk, office, baggage room, telephone switchboard room, computer room, warehouse, locker room, infirmary, staff canteen, boiler room, parking lot, car wash and so on.
A good hotel, in addition to the unique shape, beautiful appearance, and the local environment into one, there are deep cultural connotations, is the hotel's internal functional layout is very reasonable, each function occupies the right place, both convenient for the guests to use, but also to facilitate the management of the operator, not only a waste of area, but also reflects the hotel's strong service atmosphere, the guests live in the satisfaction of the operator to save a lot of manpower. Save a lot of manpower. In general, it is to grasp the hotel's internal functional allocation is very reasonable, fully equipped with the convenience of guests and easy to manage the requirements. And its functional layout should pay attention to the following points:
1, employees and guests walk in each direction without crossing each other, including luggage entrance should be separated from the guests. When guests enter the lobby, immediately into the eyes of the general service desk, when the general desk after check-in procedures, down the road into the elevator hall, take the elevator to reach the floor. And the staff, from the staff entrance into the hotel, the first step of the card, the second step to change, the third step from the staff channel to take the staff special elevator into their respective workstations, employees and guests will walk separately, will not collide with the phenomenon.
Arranging the channel not only employees and guests separately, the staff channel should also pay attention to the separation of people and things. Hotel warehouses are generally underground, staff access to take things, deliveries should be divided into upper and lower channels, do not mix the characters, or both affect the work, but also prone to accidents.
2, the functions, each in its place, not a waste of area, but also arranged very appropriately. A hotel lobby, should be the most functional. In addition to the general service desk, concierge, luggage counter, there is a lobby bar or cafe, coffee shop, its business center, flower store, bookstore, boutique should be arranged near the lobby.
For the Western restaurant, closed bar, flavor restaurant arrangements to be with the sauna fitness, swimming pools on separate floors, not too close to each other, do not arrange on the same floor. Some hotels arrange this different functions on the same floor, a variety of different flavors affect each other, seriously affecting the image of the hotel, guests are also very dissatisfied.
3, from the continuity of guest demand layout function. Several hotels mentioned above have such characteristics, such as the gym arranged in a place closer to the swimming pool, Western restaurant and closed bar, coffee shop arranged in a closer place, zero point restaurant arranged on the first floor, Chinese restaurant, flavor hall close to the multi-functional halls and meeting rooms are arranged on the same floor, this arrangement takes into full account the continuity of the needs of the guests. Some hotels in the layout of the function does not follow each other, just according to the size of the area to the layout, the result of the formation of the same kind of function is too dispersed, not convenient for guests to use.
Theme hotel in the country belongs to the emerging things, but in the face of homogenization of products and services in general hotel competition has stood out, just the road ahead is still long. Only adhere to the accurate positioning of the theme, in-depth display of the theme and the continuous rationalization of the configuration of the hotel function, in order to make the hotel continue to innovate, in order to continue to move forward on the ground in China.