Due to growing characteristics of experiential consumption, term "lifestyle" has become increasingly used by hotel employees in recent years. Numerous active attempts have enriched and strengthened original product of hotel, but what a lifestyle hotel, the characteristics and value of a lifestyle hotel require further study.
Travel has become an integral part of modern life
Man is a wandering animal, and travel is source of vitality, shaping world history, facilitating connection and communication between people, stimulating and purifying soul.
Chinese culture is known for its spiritual essence "you". Both travel and travel have religious overtones. You, 斿, original character is flag, Lu is appearance of holding banner and walking. One person holding a flag is "斿", two people walking together is "team". It can be seen that in spiritual world of Chinese, tourism is intended for communication and communication with God. The combination of two symbols of tourism has become a phrase since Shenyue Six Dynasties "Sorrowful Journeys": "Travel in spring of year, and walkers in spring of year", it can be seen that tourism became secularized no later than Middle Ages, and word tourism is used to refer to individuals. Therefore, enjoyment of mountains and rivers and desire for luxury of care became spiritual occupation of people. “The climate changes at dusk, and mountains and rivers contain Qinghui; Collect dark colors, clouds and sunset; lotuses reflect sky, and palm trees and barnyards depend on each other; wind blows on south path, but joy on east gate; lightness of things is light, and there is no disturbance of reason; send a message to a guest who is being treated, try this Dao Tui.” Popular in Six Dynasties, landscape poems fully reflected basic attitude of people towards tourism.
Developing in current era, tourism is endowed with more content and more complex tasks. Tourism is an important way of economic development, tourism is a way to spread a beautiful culture, and tourism is an incentive to create a local image... . However, in this process, we must understand at a deeper level that characteristics of tourism in era of production and tourism in information age have undergone fundamental changes. Tourism in era of production is a kind of passive behavior, energy has certain medical attributes, while tourism in information age is it is a kind of initiative, a state of life that reflects value of life and creates happiness, which has attributive characteristics of components of life. Therefore, main essence of modern tourism is as follows: tourism is state of people, state of soul of people, way of life of people. Resting in a tree, staying at home quietly and connecting heart with outside world have become main charm of tourism.
Living in a hotel is a kind of recognition of value
To understand what a lifestyle hotel is, you first need to understand what a lifestyle is. Lifestyle can be divided into broad sense and narrow sense. The broad sense refers to sum of typical ways and characteristics of all kinds of human life, including working life, consumer life and spiritual life (such as political life, cultural life, religious life) and others. activities; while narrowly refers to daily activities of individuals and their families, including clothing, food, housing, transportation, and use of leisure time. Obviously, hotel lifestyle is a narrow concept, and it refers to a leisure lifestyle from different areas.
Hotel life is an important part of content of modern people's lives, so hotel lifestyle refers to a certain unique content provided by hotel environment, products, services, etc., and a certain characteristic displayed by it. Characteristics differ from "points of sale". Points of sale refer to ability of a product to attract attention and are more focused on a specific function given by manufacturer to product; while characteristics refer to consumer's psychological cognition shaped by stimulation. subtle influence of hotel environment Refers to value identity and emotional stickiness that a product holds in minds of consumers.
Hotel lifestyle is limited by factors such as hotel's business philosophy, service purpose, service functionality, and service processes. Finally, by stimulating consumers, he encourages them to "how to look at things in a hotel" and "how to spend time in a hotel." And a number of behaviors and actions in response to question "how to relate to world around us." Thus, as a gathering place for quality life, hotel lifestyle reflects social civilization, level of economic and technological development of that time and should be more consistent with consumer tastes, hobbies and value orientations of people in modern era.
Relationship to hotel lifestyle
In recent years, stylish hotels have become a popular name, but behind empty rhetoric, hotel operators don't know what it is, and consumers don't know why. The Austrian psychologist Alfred Adler first defined "lifestyle": Lifestyle is a model in which people organize their lives in accordance with a certain central goal, and through activities interests, opinions, etc. are reflected. This central goal represents some value that people do not have, that does not exist, or that is inherent in their thinking. It can be seen that main element of lifestyle hotels is identification and clarification of central goal, which is a lifestyle and a product based on knowledge of outside world. Form, following basic requirements are crucial for lovers of lifestyle products for hotels:
Consumption is not only about buying a product to simply satisfy needs of life, but also about experience and attitude towards life. Thus, lifestyle of a hotel should reflect a characteristic worldview and attitude towards life. , and on this basis form main tone and unique style of hotel products.
Hotels are not as simple as business hotels and resort hotels. They expect flexible and varied spaces. The rhythm of space is most important aesthetic value of lifestyle hotels. This requires lifestyle hotels to move away from tangible products in conventional sense to scenes and symbolic values represented by products.
They are interested in new, interesting and unique things. Stylish hotels differ from other hotels not in design and equipment, but in study of culture. This kind of exploration is not limited to integrating local features into design or providing local delicacies, this kind of culture comes from deep digging and artistic interpretation of interests, hobbies and lifestyles of people living here.
The cultural character of hotel does not mean superficial study and vulgar use of culture. The products of a lifestyle hotel must meet requirements of fashion and aesthetics. Buy only what I like, look good and represent me. Consumers get a sense of happiness that is different from everyday life and can fully reflect their own values.
Therefore, lifestyle hotels should have following key characteristics:
First, unique beauty of rhythm of consumption. The formation of a unique rhythm of consumption is fundamental difference between lifestyle hotels and ordinary hotels. This requires lifestyle hotels to attach great importance to development and control of their own emotional rhythm, spatial rhythm and time rhythm, so as to convey to consumers a variety of space atmosphere, product functions, service methods and humanistic care, and form a differentiatedthe characteristic shape of products so that consumers forget about problems of reality, linger passionately on environment and services created by hotel, and devote themselves to state, forgetting about themselves, forgetting time and space, forgetting depression and embarrassment, concentrating on it and enjoying it to very end . full. Go higher and further.
Secondly, stage space. The eighteenth-century English literary critic Samuel Johnson once said: "Among all things that people have created so far, nothing can give people so much pleasure as a cozy tavern or hotel." It can be seen that creation of a scene is important for construction of lifestyle hotels, which requires great attention to concept of space and integration of culture into hotel through original design in every detail, so that hotel space becomes stage eye. Great stage space.
Third, non-standard functional products. Hoshino Gialu of Hoshinoya once said, "Unlike everyday life, this is most basic thing for travelers. We try our best to get rid of feeling of everyday life." Therefore, based on premise of empathy, lifestyle-oriented hotels should attach great importance to value of creative thinking, redefine product portfolio with purpose of "leisure", create content for consumer experience with standard of "interest", and create a unique experience. atmosphere is its main element.
Fourthly, ritual service process. The ceremony has a strong impact on performance of product, making people more interested in features and remembering experience more deeply. Rituals other than everyday life, especially communal ritual activities, are "activating products" of lifestyle hotels. In-store, in-store, and out-of-store, "composite" activities can create a richer experience, show a more distinctive lifestyle, and form a stronger bond. Including festivals, performing arts, interactive events, promotional events, etc.
Fifth, narrative iconic symbols. In lifestyle hotels, symbols play a vital role. As a kind of visible, perceivable, readable and rewarding thing, symbols use a very generalized, clear, distinct and strong "visual" language. The symbol shows continuity. hotel's attitude to life, brightness of product innovation and development, and uniqueness of service and interpretation, forming a strong aura, influencing visual experience of consumers, and forming a deep memory. Cultural products that can be touched, picked up, transferred and collected are a kind of “physical” transformation of creativity, as well as an artistic display and a carrier of a way of life.
Sixth, indiscriminate care. "Hospitality" is main industry attribute of hotels. Reception of allconsumer groups without distinction, boundaries or barriers is epitome of hotel hospitality, as well as general attitude and awareness that a modern society should have. Increasing barrier-free level of whole society, allowing disabled to go out, experience beautiful mountains and rivers of motherland, and experience joy of tourism is not only a major event in improvement of social civilization, but also can create huge consumer potential and tourism value. Lifestyle hotels should take take lead. Demonstrate.
It can be seen that so-called stylish hotel refers to expansion from a single hotel service to a lifestyle service. Showing a certain attitude to life in hotel products and services, conveying a certain educational value and providing a certain lifestyle, a Hotel that creates a quality life experience for consumers.