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一种新兴模式的酒店中间商酒店联合体(Consortium)

yizhongxinxingmoshidejiudianzhongjianshangjiudianlianhetiConsortium


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-23 10:36:23 查看次数:

一种新兴模式的酒店中间商酒店联合体(Consortium)
    酒店联合体作为一种新兴模式的酒店中间商越来越被人们所接受,随着连锁酒店不断发展,其规模与影响越来越大,在销售、预订、经营管理方面都更具有优势,这对那些独立的大酒店以及众多小酒店来说,无疑是很大的威胁,为了提高自身竞争力,与庞大的连锁酒店相抗衡,它们纷纷联合起来,成立各种各样的联合组织,统称为酒店联合体。
    酒店联合体是指一些具有相似标准的酒店自愿结合起来,共同交纳一定费用,集中起来用于共同的促销、预订和其他服务。联合体内的成员酒店使用一个共同标识,建成一套体的形象,以赢得更多的顾客。酒店联合体的功能有些与酒店连锁类似,如使用共同的预订系统,搞联合的、大规模的促销活动,实行联合采购等。不同之处是联合体的成员酒店在财务、经营管理上是完全独立的,联合体或其他成员无权干涉。
    和酒店连锁一样,当前世界上的酒店联合体也是名目繁多,五花八门,不仅组织形式各异,连功能也不尽相同,其规模、条例更是相差很远。如有的联合体要求其成员具有相似水准,提供相似的设施与服务,面对一个特定的市场。有的联合体,其新成员加入需要严格的申请、调查、投票等手续;有的联合体则希望保持稳定的规模与接待能力;而有的联合体的加入手续比较简单,要求也并不严格,吸纳范围非常广泛;有的联合体只吸收独立的酒店加入,不发展已属于某一酒店连锁的成员,有的联合体则无此限制,但大部分联合体允许其成员使用其他预订系统的服务;有的联合体侧重于联合促销,有的强调联合预订,有的会更注重集体购买,还有的联合体开办学校以培训各成员的员工;总而言之,尽管联合体之间存在如此多的不同,它们的目的却是一致的;使那些在国际上没有代表组织的酒店能吸引更多的顾客来住。实践证明,酒店联合体是一种非常成功的形式。
    有这么多的酒店联合体,它们指多以存在竞争也是难免。因此,酒店联合体也会由自己的市场定位,有自己的特色与个性,并营造出鲜明的联合体形象。
    有些酒店联合体其成员均为经营优良的豪华酒店,联合体本身也以高品质著称,这里包括一些酒店联合体中的佼佼者,如世界最受欢迎酒店组织(Preferred Hotels Worldwide 简称PHW)、世界一流酒店组织(The Leading Hotels of the world 简称LHW)等。其中,PHW的成员中有在世界最佳酒店排名榜上有名的香港半岛酒店、法国巴黎的里兹酒店和布里斯托尔酒店、瑞士的奇蒙酒店以及美国的贝尔艾尔酒店。而LHW则自自诩不主动寻找成员,欲加入者必须自己提出申请。当然两者均须严格的现场调查,董事会投票表决等程序,但一旦加入,则得到高品质的认可和荣誉。中国的广州白天鹅宾馆和北京贵宾楼酒店是LHW的成员,而北京王府酒店则是PHW的成员。
    有的酒店联合体如美国的最佳西部国际组织(Best Western International)是中档酒店的联盟,最佳西部国际虽不如PHW和LHW那样的豪华高档,但其规模实力却丝毫不逊,在世界20家最大的酒店联合体排名中保持领先。也有专门由小酒店组成的酒店联合体,如瑞士的就酒店协会就是将小酒店联合起来,发挥特色经营的优势,并在预订、促销方面集中力量与大酒店连锁竞争,以谋得一席存在空间。还有的酒店联合体将廉价酒店(或汽车旅馆)组织起来,比较大的有美国的廉价客栈(Budget Host Inns)、友谊客栈(Friendship Inns)和澳大利亚的旗帜客栈(Flag Inns)等。另外,有的酒店联合体非常有特色,如法国罗基斯与奥伯格(Logis and Auberges de France)是一个规模相当大的家庭旅馆联合体。
    酒店联合体的特色各有不同,规模不一,而且联合体内各成员的平均客房数相当很大。如英国航空公司合体的酒店平均客房数最多,为35间;而因特酒店、大别墅和法国罗基斯与奥伯格的成员平均房数较小,分别为55间、31间与6间。尽管它们差距很大,但酒店VI设计发展的趋势是一样迅猛的。

Hotel Commonwealth Hotel brokers as an emerging model is increasingly being accepted, with the hotel chains continue to development, its scale and impact of more and more advantages in sales, reservations, management, For independent hotels as well as many small hotels, is undoubtedly a serious threat to order to improve their own competitiveness, and to compete with large hotel chains, they have together set up a variety of joint organization, collectively referred to as Hotel Commonwealth.
    Hotel Commonwealth is a voluntary combined with a similar standard hotel, jointly to pay a fee, together for the common promotion, booking and other services. Member hotels of the joint body's use of a common logo, built the image of a body, in order to win more customers. The Commonwealth of the hotel feature some of the hotel chain similar to the use of a common reservation system, engage in joint, large-scale promotional activities, the implementation of joint procurement. The difference is that members of the Commonwealth Hotel in finance, management is completely independent of the Commonwealth or other members of the right to interfere.
    The hotel chain, hotel complex in the world is also numerous, varied, not only different forms of organization, even the features are not the same, its size, regulations are very far. If the Commonwealth requires its members to have similar standards, and provide similar facilities and services, in the face of a specific market. Some of the Commonwealth, its new members to join the need for strict application, investigation, and voting procedures; some consortium hopes to maintain a stable size and reception capacity; some of the Commonwealth to relatively simple procedures, requirements are not strictly to absorb a very wide range; some of the Commonwealth only absorb independent hotels to join the development has to belong to a member of a hotel chain, and some of the Commonwealth does not have this restriction, but most of the Commonwealth to allow its members to use other reservation system services; some of the Commonwealth focused on joint promotions, and some emphasis on joint bookings, and some will pay more attention to the collective purchase, there is a consortium setting up schools to train members of staff; All in all, despite the Commonwealth there are so many different, their purpose is the same; on behalf of the organization in the international hotel to attract more customers to live. Practice has proved that the Hotel Commonwealth is a very successful form.
    There are so many hotels of the Commonwealth, they refer to the existence of competition is inevitable. Hotel Commonwealth will be reduced from its own market positioning has its own characteristics and personality, and create a distinctive image of the Commonwealth.
    Some hotels of the Commonwealth of its members are operating fine luxury hotel, the Commonwealth itself to high quality, including some hotels in the Commonwealth of the crowd here, such as the world's most popular hotels Organization (Preferred Hotels Worldwide, referred to PHW), the World Leading Hotels of the (The of Leading Hotels of the world referred to as LHW). Among them, the PHW's members rank the list of World's Best Hotels The Peninsula Hong Kong hotel, the Ritz in Paris, France and Bristol Hotel, Richmond Hotel in Switzerland and the United States Bel Air Hotel. LHW is self-prides itself on not taking the initiative to find a member of For entrants must submit an application. Of course, both must be a rigorous program of field investigation, the Board vote, but once joined, you get the recognition and honor of high quality. Guangzhou White Swan Hotel Beijing Grand Hotel is a member of the LHW's Beijing Palace Hotel is a member of the PHW's.
    Some Hotel Commonwealth is the alliance of mid-range hotels such as Best Western international organizations (the Best Western International), Best Western International, while not PHW and LHW end luxury, but the scale of the strength of not less in the world 20 The largest hotel complex to stay ahead of ranking. Exclusively by small hotels, the Hotel Commonwealth, such as the Swiss Hotel Association is a small hotel together, play to the advantages of operating characteristics, and booking the promotional aspects of centralized power and a large hotel chain competition, to have gained a seat on the existence of space . There is the Hotel Commonwealth of cheap hotel (or motel) organized large cheap inn (Budget Host Inns), Friendship Inn (Friendship Inns) and the Australian flag inn Flag Inns. In addition, Hotel Commonwealth is very characteristic, such as France, the Rockies and Oberg (Logis and Auberges de France) is a fairly large scale family hotel complex.
    The different characteristics of the Hotel Commonwealth, sizes, and the average number of rooms for members of the joint body is quite large. Average number of rooms such as British Airways fit most 35; Internet hotel, a large villa and France, the Rockies and the smaller members of the average number of rooms in Oberg, 55, 31 and 6 . Although they differ greatly from, but its trend of development is as rapid.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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