访谈策划：《旅游休闲》全媒体 ( Travel & Leisure All-media, 以下简称T&L )
受访人：洲际酒店集团大中华区首席执行官周卓瓴（Jolyon Bulley）先生
T&L：2019年洲际酒店集团在中国市场的表现如何？有哪些令人惊喜的亮点和表现？
What is the performance of the Chinese market in 2019? What are the surprising highlights in 2019?
周卓瓴先生：2019年可谓双喜临门，洲际酒店集团进入中国35周年恰逢新中国成立70周年，在华开业和在建酒店数共计突破800家。这一成就是作为国际酒店集团与中国一起铿锵前行、享受中国经济腾飞红利的真实写照。35年来，洲际酒店集团与时俱进紧跟国家战略和消费者需求，比如在粤港澳大湾区、西北、长三角等区域利好政策发布以来，我们持续加快相应地区的布局步伐，为更多的消费者带去国际品牌标准的服务和体验。
全年亮点：
· 2019年我们在大中华区的酒店签约和开业数都达到了历史新高。
· 品牌发展上，智选假日酒店突破150家，假日酒店100家，大中华区首家金普顿酒店开业，以健康平衡为核心的生活方式类酒店品牌逸衡酒店也首度对公众展示。
· 管理模式上，洲际酒店集团最早于2016年5月在华开放智选假日酒店的特许经营模式，并在一年半后推广至全服务品牌皇冠假日酒店和假日酒店。新签项目中特许经营模式占比逐步提高，2019年前三季度这一占比已达70%。
· 营销和渠道上，我们与南方航空、支付宝等行业头部企业达成了相关的会员匹配合作，并在支付宝上推出了小程序，成为首个入驻支付宝小程序平台的国际酒店集团。
· 人才培养上，2019年与本地高校共同成立23家洲际酒店集团英才培养学院，总数达到88家，加速在华人才培养。
智选假日酒店突破150家
洲际酒店集团英才培养学院为中国酒店业培养和输送青年人才
Good things come in pairs as the year 2019 marks both the 70th birthday of P.R.C. as well as the 35th anniversary of IHG’s business in China. IHG has grown rapidly, mirroring the economic boom in China, with more than 800 hotels open or in the pipeline to date in the country. Over the past 35 years, we have closely followed the national strategy and adjusted ours to meet the demand of local consumers. For instance, we have expanded our footprint in regions including the Great Bay Area, Northwest China and the Yangtze River Delta, in parallel with the launch of regional favorable polices, providing more guests with true hospitality and great quality from our international brands.
Key highlights:
· A record level of openings and signings in 2019
· Hitting 150 open hotels for Holiday Inn Express and 100 for Holiday Inn; opening our first Kimpton hotel in Greater China; the lifestyle hotel brand EVEN unveiled to the public for the first time
· Over the first nine months of 2019, 70% of signings are under Franchise model which was initially launched in China in 2016 for Holiday Inn Express and then extended to Holiday Inn and Crowne Plaza
· New loyalty partnerships signed with China Southern Airlines, Alipay; launched the Mini-programme on Alipay, first international hotel group to do so
· Continued investment in local talent with 23 IHG Academy programmes signed with local colleges in 2019, taking us to 88 in total.
T&L：2019年中国旅行者的酒店消费趋势有哪些新的特点和变化？2020年是否会有针对这些变化对产品、服务进行调整？
What are the new characteristics and changes of the hotel consumption trend of Chinese travelers in 2019? Will there be any adjustments to these changes in products and services in 2020?
周卓瓴先生：中国国内旅游市场发展势头强劲，酒店需求也将继续保持增长。国内旅游者已成为中国酒店业的主要消费群体，随着消费的分级与分层，我们既能看到千禧一代消费群体对高品质住宿体验的追求，又能看到下沉市场的消费潜力。
我们认为，未来酒店行业将继续百花齐放的格局，为消费者出行提供更丰富的选择。但不变的大趋势是消费者的住宿需求将从“买房间”到“买体验”，未来能提供独特体验的酒店产品将会更具竞争力。
我们一直对中国旅行者的酒店消费趋势保持观察，并适时作出反应。比如智选假日酒店“新一代”设计，在公区上，突破空间的单一功能，以“共享”为核心理念，将品牌特色“智空间”打造成为工作、休闲、餐饮三重复合空间。
再比如最早进入中国的国际酒店品牌假日酒店，在对其进行的最新改良中，我们在酒店大堂等公区空间设计上，充分融合了共享办公设施与家庭活动休憩空间，满足了国内消费者对商务及休闲的不同需求。
还有今年首度对公众展示的逸衡酒店，无论是硬件设施还是软件服务，都致力于为宾客提供多元化的健康生活之选和体验；将帮助崇尚健康生活方式的客人，在商务旅行与健康生活中找到完美平衡。
采用新一代设计的智选假日酒店客房
假日酒店新一代设计理念
倡导健康平衡生活方式的逸衡酒店
China's domestic tourism market has developed rapidly and the demand for hotels will continue to grow. Domestic tourists have become the main consumers in China's hotel industry. With the consumption evolving, there are business opportunities not only from the millennials who pursue high-quality stay experience, but also from guests in lower tier markets who have huge consumption potential.
We believe that the hotel industry in China will continue to bloom, providing travelers with more options. A long-term trend is that the demand will shift from "buying a room" to "buying experience", and hotels offering unique experience will become more competitive in the future.
We have been observing and responding to consumer trends among Chinese travelers. For example, the "Next Generation" design of Holiday Inn Express diversifies the single function of the public area, takes "sharing" as the core concept, and blends working, leisure and catering space.
Another example is the Holiday Inn brand, one of the first international hotel brands that entered China. With the blending of working area and family corner, it will be able to meet the diverse demands from both business and leisure travelers.
In addition, EVEN Hotels, our newest brand in the China market, is committed to providing guests with diversified choices to live a healthy life in terms of both facilities and services. It will help domestic business travelers who prefer a healthy lifestyle to find the perfect balance between business travelling and well-being.
T&L： 全球经济下行对酒店业的影响有多大？酒店业应该怎样应对经济下行的大环境？
What is the impact of the global economic downturn on the hotel industry? How should the hotel industry cope with the economic downturn?
周卓瓴先生：尽管整个市场环境目前有一些承压，但放在一个长周期中，这是上升发展中的必然波动。我们认为在中国市场，旅游仍然是未来酒店市场最具有想象力的增长点，从国内旅游来看，尽管增速放缓，但依然表现出较强的成长动力，旅游消费活跃且更趋日常化，为洲际酒店集团在大中华区带来了更多机会。国家实施深化供给侧改革、大规模减税降费、全面扩张内需等政策；城镇化发展、旅游基建设施的日益完善；粤港澳大湾区等湾区经济和城市集群的崛起；AI、5G等新技术广泛应用等都是中国酒店行业的新增长点，也是我们未来的机会。
Despite that the overall hotel market has seen some challenges, it can be considered as inevitable fluctuation in the long-period uptrend. We believe that in China, tourism still remains one of the most promising growth engines. The domestic travel market shows strong growth momentum in spite of a slower rise, bringing more opportunities for IHG to develop in China. We see huge potentials in China hotel industry due to national polices that aim at deepening supply-side reform, cutting taxes and fees on a large scale, and stimulating domestic consumption; continued urbanization and tourism infrastructure improvements; the economic and urban development in Great Bay Area; as well as high technologies such as AI and 5G.
T&L：有哪些新产品、新服务、新技术在2019年进行运用？效果及客人的反馈怎样？
What new products, services and technologies have been used in 2019? How about the effect and the feedback from the guests?
周卓瓴先生：洲际酒店集团始终坚持在创新之路上不断探索。我们乐于担当酒店业界科技革命的先锋，与宾客共同发掘具有未来感体验的多种可能性。为了更好地顺应移动互联网时代下中国客人的喜好及需求，我们不断探索酒店服务的边界，与百度合作的AI智慧客房、微信小程序、支付宝小程序的推出都让我们走在国际酒店集团的前列，并且受到了宾客的广泛青睐和好评。
比如，与传统客房相比，我们新推出的AI智慧客房将全面打通语音客房设备控制，实现更为自然的人机交互。宾客可以自由切换场景，实现工作或者休闲娱乐环境模式的选择，亦可享受更为便捷舒适的客房服务体验。
洲际酒店集团携手百度以人工智能技术革新智能酒店服务
We never stop innovating. We are willing to be a hotel pioneer in technological revolution and work with guests to explore the possibilities of futuristic experience. In line with Chinese guests’ preferences for mobile Internet, we constantly explore the boundaries of hotel services. The launch of AI smart rooms with Baidu, mini programmes on WeChat and Alipay have enabled us to stand out from competition. These new services have been widely favored and praised by guests.
For example, compared with traditional guest rooms, guests in our AI smart rooms can use voice commands to control curtains, lighting and air-conditioning, order room service, watch a film or request housekeeping.
T&L：在提高客人的品牌忠诚度以及酒店官网预定比例上，2019年是否采取了一些新的措施？成效如何？
Have some new measures been taken in 2019 to improve the brand loyalty of guests and the proportion of reservation on the official website of the hotel? How effective is it?
周卓瓴先生：洲际酒店集团始终重视对会员的投入，IHG®优悦会作为全球最大的酒店宾客忠诚奖励计划之一，自成立起就不断通过精心选择合作伙伴和提供更好的服务和体验，来回报忠诚会员们的支持与信任。2019年9月我们与南航推出精英会籍匹配合作；11月我们联合上线支付宝小程序，成为首个入驻支付宝小程序平台的国际酒店集团，还向支付宝用户推出了IHG® 优悦会精英会籍快速升级活动。这些与头部行业企业流量和资源的强强结合，为自身会员体系提供增量的同时，也为我们的会员提供了更为便捷化与本地化的使用体验。
As one of the world's first hotel loyalty programs, IHG Rewards Club has been rewarding our loyal members with premier services and experience from both IHG and our selective partners since its launch. IHG announced a direct elite membership match partnership between its loyalty program IHG Rewards Club and China Southern Airlines’ in September 2019. We also launched the Mini-programme on Alipay in November, as the first international hotel group to do so. In the meantime, we partnered with Alipay to enable their loyalty members to match our membership.
These loyalty and channel partnerships with local leading companies help us further grow loyalty contribution as adding a richer range of benefits and experience for our members to enjoy.
T&L：人工智能、大数据、机器人等是否在集团中获得应用？效果怎样？下一步会怎样继续推进？
Are AI, big data, robots and so on applied in your hotel group? What's the effect? How will you continue to move forward?
周卓瓴先生：我们致力于在酒店的服务设施中融入更多前沿科技，进一步深化宾客在智能科技领域的体验。与此同时，为业主提供更加高效的运营管理服务。
洲际酒店集团12月宣布推出全新客房娱乐数字解决方案IHG® Studio。IHG Studio是我们为当今旅行者提供创新宾客体验的又一举措。IHG Studio将为宾客实现以下功能：将个人设备上的在线视频内容安全连接至客房电视并进行播放；进行酒店服务相关的操作，例如在客房内增加枕头、要求延迟退房、查看客房账单等；通过移动设备上的IHG优悦会App遥控电视；预定客房送餐服务或购买客房用品；尊享全新的积分兑换试点项目，使用IHG优悦会积分抵扣酒店内产品或服务。
IHG Studio现已进驻洲际酒店集团位于美国的近40家酒店，并计划于2019年年底前拓展至其它国家和地区，包括大中华区等。在未来几年中，该系统将逐步成为洲际酒店集团旗下所有品牌的标准配置，不光为客人带来高效、便捷、个性化的入住体验，也为我们的酒店业主带来价值，其设置及维护流程简单，并有助于降低运营成本。
IHG Studio
IHG is committed to investing in technology solutions that help deliver a great guest experience, as well as improve efficiency and effectiveness for owner operation.
In December 2019, IHG announced the launch of IHG® Studio, a new digital in-room guest entertainment solution. It allows guests to: connect and stream content securely from their personal devices to their guest room TV; make service requests such as order extra pillows, arrange for a late checkout and review room charges; access the TV remote from the IHG Rewards Club mobile app; order room service and purchase on-property amenities; Pay with Points, a new pilot program that allows guests to use IHG Rewards Club points to make in-hotel purchases.
IHG Studio is currently available nearly 40 hotels in the U.S. and will expand to other regions by the end of 2019, including Greater China. The system will become a standard across all brands globally over the coming years, providing guests with a quick, convenient and personalized guest room experience. IHG Studio also brings value to our hotel owners with an easy set-up that requires less maintenance and ultimately saves on operational costs.
T&L： 您怎样看待酒店集团与其他线上平台（如支付宝、携程等）的会员互通？2020年贵集团在这方面是否会有一些动作？
what do you think of the membership connecting between hotel groups and other online platforms (such as Alipay, Ctrip, etc.)? Will your group do something in this regard in 2020?
周卓瓴先生：这是一种双赢的合作模式。我们已经在阿里巴巴旗下飞猪上开设了旗舰店，也在微信和支付宝上推出了小程序。未来我们还将继续加强与中国头部企业合作，为会员带来更多的福利和便利。
It is a win-win cooperation model. We have already established a flagship store on Alibaba’s Fliggy platform and Mini-programmes on WeChat and Alipay. In the future, we will continue to strengthen cooperation with leading Chinese enterprises to bring more benefits and convenience to our members.
T&L：2020年在中国市场是否会有新开酒店？新开酒店的品牌分布、地域分布情况怎样？
Will there be new hotels in China in 2020? How about the layout of brands and regions of the newly opened hotel?
周卓瓴先生：我们将在2020年迎来大中华区第500家酒店，这是我们在华加速发展的又一里程碑。2020年还有几家标志性的酒店将会与大家见面：比如位于南京的中国第一家逸衡酒店将会开门迎客，另外，位于南京、西安的华邑酒店，位于重庆的洲际酒店等当地标志性酒店也会在明年开业。在特许经营模式的加持下，我们的皇冠假日酒店及度假村、假日酒店及度假村以及智选假日酒店等品牌正在深入二三四线城市。当然我们也没有放松在一线城市核心区域的布局，比如深圳大梅沙洲际度假酒店于2020年元旦起全新运营，位于北京的华邑酒店也将于明年开业。
南京长江之舟华邑酒店及逸衡酒店
深圳大梅沙洲际度假酒店于2020年元旦起全新运营
In 2020, IHG’s 500th hotel in Greater China will be open, another milestone for us being rapidly growing in the region. Several other iconic hotels are expected to open in 2020: the first EVEN Hotel will be open in Nanjing, together with HUALUXE hotels in Nanjing and Xi’an, as well as an InterContinental hotel in Chongqing. As an important growth engine for China, the franchise model helps three of our brands – Crowne Plaza, Holiday Inn and Holiday Inn Express to reach more emerging markets. Nevertheless, we didn’t slow down our footprint in key locations of the Tier 1 cities, for example, the upgraded InterContinental Shenzhen Dameisha Resort will be open on the New Year’s Day, and HUALUX in Beijing will also be open in the new year.
T&L：2019在市场推广上有哪些举措？效果怎样？2020的市场推广会怎样展开？
What measures have been taken to promote your hotel group in 2019? What's the effect? What kinds of marketing campaign will be launched in 2020?
周卓瓴先生：我们丰富的品牌阵营在2019年各有新的营销动作。比如，为庆祝全球第200家洲际®酒店及度假村——上海佘山世茂洲际酒店的开业，洲际®酒店及度假村携手伦敦当代艺术家Alexander Hall（别名Haut de Gamme©），共同打造极具视觉吸引力的装置艺术，并展开世界巡展。而作为洲际酒店集团旗下专为中国消费者打造的中式高端酒店品牌，华邑酒店及度假村在12月与龚琳娜《二十四节气古诗词音乐会》全国巡演海口站共同打造一场歌与友、食与聚的中国文化之旅，演绎传统艺术经典与创新，以中国古典文化激发宾客旅行灵感。今年夏天以来，智选假日品牌以“有智青年GO”为主题开展了系列品牌营销活动，通过线上线下的完整链路实现与消费者的全方位共燃，旨在缔造并深化品牌年轻活力且多元的新形象。2020年我们会继续根据各品牌的不同特质和市场趋势，推出更多的跨界合作。
Each brand in our rich portfolio has its own marketing campaigns in 2019. For example, to celebrate the opening of the world's 200th InterContinental® Hotels & Resorts -- InterContinental Shanghai Wonderland, the brand worked with London artist Alexander Hall (also known as Haut de Gamme©) to create a visually appealing installation and go on a world tour. And the high-end tailored-for-Chinese brand HUALUXE® Hotels and Resorts offered a Chinese culture tour in Haikou with singer Gong Linna and her fans. Holiday Inn Express also launched a series of brand campaigns with the theme of "Go join the smart generation", which aims to create and deepen the brand's new image of youth, vitality and diversity through online and offline activities that fully connecting with consumers. In 2020, we will continue to launch more cross-border cooperation based on brand features and market trends.
T&L： 贵集团的海外酒店市场，中国旅行者的占比及消费趋势怎样？
What is the proportion of Chinese travelers and consumption trend in your group's overseas market?
周卓瓴先生：我们很欣喜地看到，中国旅行者占比越来越高，这源于中国强劲的出境游增长。中国旅游研究院《中国出境旅游发展年度报告2019》显示，2018年中国处境旅游市场规模为1.49亿人次，同比增长14.7%。中国经济的持续增长、人均可支配收入的增加、交通的提升、签证环境的改善等因素都为中国出境旅游未来的发展奠定了良好的基础。2019年，洲际酒店集团也完成了旗下海外酒店在飞猪平台的上线，给予中国消费者更多预定选项。在消费趋势上，与国内旅游消费类似，中国出境游客也非常注重服务和体验，这也呼应了洲际酒店集团一直以来的理念：传递真正的待客之道给每个人。
We are delighted to see that the proportion of Chinese tourists is increasing as a result of China's rapid growth in outbound tourism. China’s outbound tourists made 149 million trips in 2018, an increase of 14.7% year over year, according to a report by China Tourism Academy. The economic boom, rising disposable income, transportation improvement, as well as easier visa policies have laid a good foundation for the future development of China's outbound tourism. In 2019, IHG also launched its overseas hotels on the Fliggy flagship store, offering Chinese consumers more booking options. In terms of consumer trends, just as domestic travelers, Chinese outbound travelers are also experience-oriented, which echoes IHG's vision – deliver True Hospitality for everyone.
T&L： 2020可能遇到的最大困难是什么？是否有相应的应对措施？
What are the biggest difficulties that may be encountered in 2020? Are there any corresponding countermeasures?
周卓瓴先生：我们认为整个行业有三大痛点：酒店需求端向多元、高品质、重体验转变，对供给端提出了更高的要求；产品端面临同质化竞争；随着供给端不断增加，酒店业人才发展也迫在眉睫。
但是困难也是机遇，我们十分看好中国酒店业发展。酒店业者应该思考如何紧跟消费者需求，争取差异化竞争，并加速发展酒店业人才，这也正是我们一直在做的。比如我们明年正式开业的第一家逸衡酒店，旨在为商旅人群打造健康生活方式体验。而在中端酒店市场中，我们假日酒店和智选假日酒店的新一代设计也体现了差异化特点。此外，洲际酒店集团英才培养学院目前在全国已成立88家，每年为行业输送大量专业青年人才。
Challenges in the hospitality industry include consumer demand shifting to diversification, high quality, unique experience, raising higher requirements for the supply side; homogeneous competition in hotel offerings; a shortage in professional talent due to a rapid increase in hotel supply.
However, we consider difficulties as opportunities, and we’re still excited about the opportunities in China market. Hoteliers should think about how to keep up with consumer demand, pursue differentiation, and accelerate talent development, which are exactly what we have been doing.
For example, EVEN Hotels, the first in China expected to open in 2020, aims to create a healthy lifestyle experience for business travelers. And the Next Generation design of Holiday Inn and Holiday Inn Express also shows differentiation in the mainstream segment. In addition, there are now 88 IHG Academy programmes in China, training a large number graduates each year, who could go on to have a career with the business.
T&L：您对2020洲际集团在中国的表现有怎样的期望？
What are your expectations for the Group's performance in China in 2020?
周卓瓴先生： 2020年，我们将继续紧跟国家战略和消费者需求，保持高速且优质的增长。除了加强在已有市场的竞争力，会不断探索新兴的市场。我们也会深化特许经营模式在华的发展，努力为业主在酒店运营上提供更多元化的选择和更全面的支持。我们还会持续丰富品牌组合以满足不断细分的市场需求，同时还会在科技创新领域做出更多尝试。
In 2020, we will continue to follow the national strategy and consumer trends to strive for both high quality and great quantity. Apart from strengthening competitiveness in existing markets, we will continue to explore emerging markets. We will also deepen the development of the franchise model in China, providing owners with diversified choices and more comprehensive support in hotel operation. In addition, we will continue to enrich our brand portfolio and keep technological innovation to meet the consumer needs.
T&L： 2019年您个人有什么印象深刻的旅行经历？2020年有怎样的旅行计划？您个人选择酒店时最看重酒店的哪些方面？
What are your personal impressive travel experiences in 2019? How about your personal travel plans for 2020? What aspects do you value most when you choose a hotel?
周卓瓴先生：今年8月，我们在大中华区的第100家假日酒店西宁温泉假日酒店开业，这也是青海省的首家洲际酒店集团旗下酒店，我很荣幸能见证这一里程碑。那也是我第一次来到这座古代丝绸之路要道、今日西北中心城市西宁，西北的壮美景色和旅游业发展给我留下了深刻的印象。假日酒店成为洲际酒店集团首个进驻中国市场的品牌，1984年北京丽都假日饭店开业，如今我们在华已运营35载。正如古代丝绸之路是连接中国和地中海的一条贸易通道，今天的西宁温泉假日酒店也将成为宾客与当地民俗文化之间沟通的桥梁。
我本人旅行时非常关注细节，服务业单纯拼硬件很可能会落入同质化竞争，但服务上的细致入微，会让宾客铭记很久并口口相传。
In this August, we opened Holiday Inn Xining Hot-Spring, our 100th Holiday Inn hotel in Greater China, also the first IHG hotel in Qinghai Province, and I was honored to witness the milestone. It was also the first time that I’d been to Xining, a gateway city in both Ancient Silk Road and now Northwest China, and I was very impressed by its magnificent scenery and tourism development. IHG has been operating in China for 35 years and Holiday Inn was IHG’s first brand to enter China in 1984, with the Holiday Inn Lido Beijing. Just as the ancient trade route “Silk Road” has linked China to the Mediterranean Sea, the hotel will also link guests to the authentic local culture and custom.
When I travel, I pay great attention to details. In a service business like ours, you would probably be failed if you only focus on facilities, but don’t forget: it’s the True Hospitality that would be remembered and recommended by guests forever.
关于旅游休闲行业年度访谈
旅游休闲行业年度访谈是由旅游休闲全媒体平台主办的针对旅游休闲行业高层进行的全产业链系列访谈，采访覆盖目的地、酒店、航空、邮轮、旅行社、旅行装备（户外、旅行箱、数码产品）、OTA、购物村等行业，旨在分享当年最新数据、预判来年发展趋势；促进行业交流、碰撞思想火花、激发创新灵感，为旅游休闲行业的协调、高效发展贡献一份来自媒体平台的绵薄之力；年度访谈2017年首次运作即获得众多行业高层的积极反响与支持，纷纷接受访谈并发表深度、详实、独特的观点，获得业内及读者的一致好评！2019年年度访谈已于2019年12月启动，期待您的加入！
About The Annual Interview of Travel and Leisure Industry
The Annual Interview of Travel and Leisure industry is a series of interviews on the whole industry chain organized by the TRAVEL & LEISURE all-media platform. Those interviews cover the industries of destination, hotel, aviation, cruise, travel agency, travel equipment (outdoor, suitcase, digital products), OTA, shopping village and so on. The purpose is to share the latest data of that year and predict the development trend of the industry in the coming year. To strengthen exchange between those industries, light spark of ideas and inspire innovation, we hope to contribute to the coordinated and efficient development of tourism and leisure industry from a media platform. The first operation of the annual interview in 2017 has received positive response and support from many industry leaders, they issued many in-depth, detailed and unique views. It won a prize from Industries and readers! The 2019 Annual Interview is launching on November 2019, we are looking forward to your joining us!
