Author/AI Milestone
Source/Milestone
Image source/photo.com
Recently, the luxury hotel brand disdain chain launched by R selection has caused heated discussions inside and outside the industry, and it will be divided into five segments: absolute king, three giants, one heart to the top, four elders and many Buddhist luxury brands, corresponding to popular hotel brands such as Aman, Bulgari, Capella, Peninsula, St. Regis, etc. What do you think about this?
The absolute king: Aman Hotels
Aman was founded by Mr. Adrian Zecha and opened its first location in 1988. From the outset, Aman Hotels has set itself apart from other major hotel chains by providing guests with a luxurious experience of tranquility, comfort and relaxation. It's restrained, understated, and subtle, in stark contrast to the ostentatious and ostentatious approach that most luxury hotels aspire to.
At the same time, each of Aman's semicolons is located in one of the world's most beautiful, historic and fascinating locations. From Phuket in Thailand to the Alps in France, from Beijing in China to the Caribbean in the Dominican Republic, the choices reflect respect for natural beauty and human history.
Photo caption: Aman Hotels website
Aman Hotels currently operates 34 hotels in 20 countries around the world, including Aman Beijing Yihe, Aman Lijiang Dayan, Aman Hangzhou Fayun and Aman Yangyun Shanghai. The world's third Aman urban resort, Aman Bangkok Nairor, is scheduled to open in Bangkok, Thailand, in the third quarter of 2024, bringing the total number of hotels to 35.
A unique brand philosophy and positioning, a carefully selected location and design aesthetic, high-quality service and experience, and continuous innovation and development are the four pillars of Aman's success. On July 5th, Aman Hangzhou Fayun and Aman Shanghai Yangyun Hotel start from 6,325 yuan, Aman Beijing Yihe Hotel starts from 4,353 yuan, and Aman Lijiang Dayan Hotel starts from 6,095 yuan.
Big three: Bulgari, Soneva, LV Cheval White
Owned and operated by the Soneva Group, the Soneva brand of resorts has attracted the world's wealthy and celebrities for their exceptional facilities, unique services and luxury experiences. In the Maldives, Soneva Fushi and Soneva Jani are ranked 7th and 36th, respectively, in the 2023 World's 50 Best Hotels rankings.
The Bulgari Hotel and LV Cheval Cheval are under the tutelage of luxury brands and are now part of the LVMH group. In 2004, the first Bulgari hotel opened in Milan, Italy; In 2013, Bulgari was acquired by LVMH and the Bulgari hotel was added to the new territory. Each Bulgari hotel blends the unique charm of the local culture and the Bulgari brand to provide a luxurious and comfortable stay.
Caption: Bulgari Hotels & Resorts website
In 2006, the first Cheval Cheval Cheval was established in Bordeaux, France, relying on Château Cheval Cheval, which is one of the eight famous wineries in Bordeaux. Each Cheval Cheval embodies exceptional craftsmanship and creativity, blending tradition and innovation to provide guests with the ultimate in privacy and luxury.
At present, there are only 5 Cheval Cheval hotels in the world, which are located in Bordeaux, Maldives, the Côte d'Azur, the Isle of Saint-Bass and Paris. Bulgari Hotels has expanded to 11 regions around the world, including Milan, London, Dubai, Bali and other popular tourist cities. In China, there is also one in Shanghai and one in Beijing, and the house prices start from 5,080 yuan and 6,043 yuan respectively on July 5.
Single-minded superiors: Weiyi, Capella, Ritz-Carlton Retreat, Raffles
Founded in 2002, Weiyi is part of the Kirzner International Group, which also owns Atlantis and Mazagan. As of now, Weiyi has 8 hotels in the Maldives, Mauritius, South Africa, Dubai, Mexico, Australia and Malaysia. Sanya had planned to build China's first Weiyi for 5.5 billion yuan, and finally Atlantis opened and became popular all over the world.
Capella is committed to creating the world's best resorts and urban hotels, providing guests with an unparalleled experience. At present, Capella in China includes the opening of Capella Resort in Tufu Bay in Hainan (room rate from 3,134 yuan), Shanghai Jianye Li Capella Hotel (room rate from 5,140 yuan) and Capella Hotel Nanjing, which is scheduled to open in 2025.
Caption: Capella official website
The Ritz-Carlton Hideaway is Marriott International's premier luxury brand with only six stores worldwide, located in Krabi (Thailand), Bali (Indonesia), Los Cabos (Mexico), Dorado Beach (Puerto Rico), Niseko (Hokkaido) and Jiuzhaigou (China). The Ritz-Carlton Hideaway Hotel will open in June 2023, and the latest room price starts from 10599 yuan.
Founded in Singapore, Raffles was originally a colonial hotel and is now part of the Accor Group. At present, it has a number of hotels in Indonesia, the United Arab Emirates, China and other places, such as Raffles Hainan Qingshuiwan and Raffles Shenzhen. These hotels are characterized by luxury, comfort and unique cultural experiences, while room rates are relatively beautiful, starting at less than 2,000 RMB.
The Four Elders: The Peninsula, Mandarin Oriental, Rosewood, and Four Seasons
The Peninsula, Mandarin Oriental, Rosewood and Four Seasons are all hotel brands with a high sense of history and appearances, and they all maintain the status of "alone", and are models of "small but beautiful" luxury hotel brands. Each of the four hotel brands is highly regarded for its unique brand philosophy, exceptional service, and luxurious amenities, providing guests with a diverse range of accommodation options.
From the perspective of commonality, they all have high-end luxury positioning, global layout thinking, excellent customer service, ultimate design aesthetics and a full range of rich facilities; It has unique advantages and characteristics in brand history, hotel characteristics, service experience and geographical location, and is the representative of the "evergreen" brand in the field of high-end luxury.
Caption: Rosewood Hotel's official website
In terms of characteristics, Rosewood blends Eastern and Western elements, while the Peninsula collides with modern luxury and traditional culture. Four Seasons adheres to the principle of "customer-oriented", and the Mandarin Oriental Golden Fan logo is widely known. Thankfully, in Beijing, you can experience these four brands on the spot, with prices starting at 3,563 yuan, Peninsula 2,749 yuan, Mandarin Oriental at 6,166 yuan, and Four Seasons at 1,648 yuan.
In recent years, with the continuous expansion of the six major international hotel groups, the market share of the "Four Elders" is at risk of being gradually squeezed out; At the same time, the early entry into China is generally insufficient, and it is in urgent need of large-scale and high-investment upgrades. In the past five years, a number of first-tier cities have given up their marriage with them and have turned to self-owned properties, self-operated brands and even put them on the shelves for auction.
Buddhist luxury brands: Park Hyatt, St. Regis, J Hotel, Bai Lian, etc
Buddhist luxury brands refer to the business attitude of a luxury brand or hotel group that expands and develops in a relatively slow and low-key manner, without overly pursuing rapid growth and fierce competition in the market. This strategy is often reflected in the renovation and reinterpretation of historic buildings, as well as the attraction of high-end business travelers, especially in luxury hotels!
International brands such as Park Hyatt, St. Regis, Regent, Alila, Conrad, Fairmont, The Luxury Collection, W Hotel, Anantara, Waldorf Astoria, Banyan Tree, etc., domestic brands Wanda Ruihua, J Hotel, Junlan Li, Hanyue Tower, Songpin, Fangwai, Songtsam, Bailian, etc., as well as luxury hotel alliances SLH, Relais & Chchandot, Leading World, etc., have jointly built a rich matrix track.
Caption: The official website of the St. Regis Hotel
Among the 84 luxury hotel brands that have been included in the statistics of the Milestone Brand Index MBI, voice communication is the main symbol of dominance, and good reputation is an important support for steady development. Although the size of the store does not indicate how competitive it is, the operating return of covering more customers is relatively more impressive. At the moment of real estate decline, every hotel is pursuing an operating premium in addition to land appreciation.
Judging from the auctions in the past year, the core projects of more than 1 billion yuan have a long realization cycle and a particularly large number of repeated auctions. Some industry insiders admit that quietly waiting for the next round of real estate upward cycle is the nirvana on which luxury hotels rely to survive at this stage, and it is also a necessary option that is difficult to replace in the short term. In the future, Buddhism will not only be the luxury brands, but also the majority of owners.
"The future of luxury hotels is that there is no future." Opportunities and challenges coexist with the gradual recovery of the tourism industry, the downgrading of middle-class consumption, and the homogenization of products and services. In the fierce market competition, luxury hotel brands need to continuously innovate and improve service quality to meet the needs of consumers and stay competitive, and also have measures to lead the industry forward. What do you think?
※This article only represents the author's personal views and is not the position of Maidian.com