洲际、雅高、万豪等酒店集团大佬，这样预判酒店行业趋势

在欧洲酒店论坛上，洲际、雅高、万豪等酒店集团大佬，这样预判酒店行业趋势：

Midscale Hotel Brands Strive for Equal Share of Consumer, Investor Attention

中端酒店品牌努力争取同等份额的消费者和投资者的关注

The hotel industry has no shortage of brands, and while the segments at either end of the spectrum are top of mind for investors and guests, the midscale segment is looking to take its next big leap.

酒店行业从来不缺乏品牌，虽然这两个档次的酒店是投资者和客人最关心的，但中等规模的酒店正寻求实现下一个巨大飞跃。

Willemijn Geels, vice president of development for Europe at IHG Hotels & Resorts, said 35% of the hotels she has signed in her region have been in the midscale segment.

洲际酒店及度假村集团(IHG Hotels & Resorts)负责欧洲发展的副总裁吉尔斯(Willemijn Geels)说，她在自己所在地区签下的酒店中有35%属于中端酒店。

“There is big demand for midscale with families, such as for Holiday Inn, Voco and extended stay. These brands are very resilient, and they have proven again that it is an interesting model both from operational and investment viewpoints,” she said.

“中端规模的家庭酒店需求很大，比如假日酒店(Holiday Inn)、Voco和延长住宿时间。这些品牌非常有韧性，他们再次证明，从运营和投资角度来看，这都是一个有趣的模式。”

Investors need to be on board, too, said Camil Yazbeck, senior vice president and head of development for Europe at Accor.

雅高高级副总裁兼欧洲发展主管卡米尔•亚兹贝克(Camil Yazbeck)说，投资者也需要参与进来。

“Office has gone, but what is the profile of the investor? Extended stay stabilizes risk and gives a base occupancy," Yazbeck said. “We can do branded residential, and we now own [food and beverage] concepts, which a few years ago was a no-no in hotel firms. With experiential hotel brands, this gives you the ability to fine-tune offerings and depress cap rates for investors."

Yazbeck said midscale hotels have their place if owners and trends within a market are fully understood. He added brands are becoming more hybridized to favor specific demand generators in a market.

Yazbeck表示，如果充分了解市场的所有者和趋势，中等规模的酒店就有一席之地。他补充说，品牌正变得更加多样化，以迎合市场上特定的需求制造者。

Tim Walton, regional vice president of international hotel development for Western Europe at Marriott International, said as the market evolves so do contractual terms for hotel management agreements.

“For the most part, [HMAs] are easier and more flexible,” he said.

万豪国际集团(Marriott international)负责西欧国际酒店发展的区域副总裁蒂姆•沃尔顿(Tim Walton)表示，随着市场的发展，酒店管理协议的合同条款也在变化。

In Europe, Marriott has only 6% market share of branded hotels as opposed to 22% in the U.S., which means there is room for growth, Walton said.

“Ninety percent of hotels in Italy are unbranded, and some for good reason. Everyone is after the same deals, and deal terms have become more flexible,” he said.

沃尔顿说，在欧洲，万豪的品牌酒店市场份额只有6%，而在美国是22%，这意味着还有增长空间。

“意大利90%的酒店都是无品牌的，有些是有充分理由的。所有人都在追求同样的交易，交易条款变得更加灵活。”

Most hotel firms have pipelines in Europe that are broadly 50% new-build properties and 50% conversions of existing properties, with conversions likely to grow in share a little.大多数酒店公司在欧洲的建设计划大致是50%新建物业和50%现有物业的改建，改建所占份额可能略有增长。

The Power of Positivity

积极的力量

“We have to remain optimistic for travel across the long term,” Fitzgibbon said. “One challenge is the availability of airline seats, but some of the short-term bookings we’ve seen are amazing, 200 people at three weeks’ notice, for example. There is opportunity in every market."

Yazbeck said he tells his teams that if opportunity doesn’t come knocking on the door, then they have to build that door.

菲茨吉本说:“我们必须对旅游业的长期发展保持乐观。”
亚兹贝克说，他告诉他的团队，如果机会没有来敲门，那么他们就必须自己建造那扇门。