文丨吳軍林
最近，“國(guó)際五星級(jí)酒店不換床單事件”鬧得沸沸揚(yáng)揚(yáng)，許多媒體記者和國(guó)家層面的官方機(jī)構(gòu)負(fù)責(zé)人都紛紛報(bào)道或?qū)懳恼路治鼋庾x其中的問(wèn)題和結(jié)癥所在。任何“事件”的抖出都會(huì)被方方面面關(guān)注成焦點(diǎn)的，這很正常。關(guān)于五星級(jí)酒店或國(guó)際五星級(jí)酒店不換床單和枕套等等是常有的事，七八年前，我們的許多朋友，有的甚至是酒店老總出差都自己帶毛巾、睡衣、枕頭的，美其名說(shuō)是習(xí)慣了，其實(shí)就是對(duì)高星級(jí)酒店的客房配套和精細(xì)服務(wù)不放心！我們也是如此，每次出國(guó)即便是住豪華大酒店，都盡量自帶毛巾和洗滌用品等等……
2017年注定是個(gè)轉(zhuǎn)型的年份，中國(guó)改革開(kāi)放將近40年了，中國(guó)共產(chǎn)黨的“十九大”也將在今年十月召開(kāi)，我們世界酒店聯(lián)盟正好今年十周年，國(guó)際旅游與酒店聯(lián)合總會(huì)今年新成立，以及中國(guó)的“一帶一路”國(guó)家發(fā)展戰(zhàn)略和中國(guó)旅游業(yè)若干重大舉措也是在今年開(kāi)始實(shí)際落地的…凡此種種，可以說(shuō)明一個(gè)國(guó)家和一個(gè)行業(yè)的大轉(zhuǎn)型時(shí)期已經(jīng)來(lái)臨。
中國(guó)和中國(guó)旅游酒店業(yè)在四十年的改革開(kāi)放中發(fā)展太快了，中國(guó)的首旅、錦江、海航，美國(guó)的萬(wàn)豪、溫德姆、法國(guó)的雅高等等，在近十年間企業(yè)發(fā)展速度的大數(shù)據(jù)表明，一個(gè)大行業(yè)的綜合方面難以承載諸多企業(yè)集團(tuán)的整合、并購(gòu)、擴(kuò)張和“神奇的資本運(yùn)作”。世界上任何一個(gè)國(guó)家都沒(méi)有像中國(guó)這樣發(fā)展這么快，市場(chǎng)這么大，以至于中國(guó)政府有關(guān)部門在行業(yè)法規(guī)政策上、在大時(shí)代的產(chǎn)業(yè)經(jīng)濟(jì)理論研究上、在眾多企業(yè)擴(kuò)張的人才教育儲(chǔ)備上、在對(duì)諸多企業(yè)品牌理性推廣和服務(wù)精神上等都沒(méi)有太好地跟上“市場(chǎng)快進(jìn)”步伐，更談不上去強(qiáng)有力地牽引和統(tǒng)領(lǐng)了。
很重要一個(gè)方面是，在中國(guó)強(qiáng)力反腐和大力抑制高消費(fèi)和鋪張浪費(fèi)，以及削弱和控制“三公消費(fèi)”等特定時(shí)期，酒店行業(yè)變局與發(fā)展勢(shì)頭卻一浪高過(guò)一浪，因?yàn)榉康禺a(chǎn)、能源、金融等這些暴利行業(yè)收緊，所以許多投資商將行動(dòng)轉(zhuǎn)向旅游、酒店和文化產(chǎn)業(yè)。尤其是近五年來(lái)，國(guó)際品牌酒店集團(tuán)加快在中國(guó)市場(chǎng)的“搶灘”和“布局”，追求數(shù)量和刺激股市意圖十分明顯，以至于，像德國(guó)凱賓斯基和新加坡悅榕集團(tuán)這樣保守和追求品質(zhì)的“豪牌”也在“金光閃閃”下逐步彎下了腰，放下了身段。更有意思的是，山東滕州這樣的“六線顏值”縣級(jí)市也有“喜來(lái)登酒店”品牌進(jìn)駐，這些五、六線地區(qū)政府引進(jìn)“國(guó)際大牌”，或是“國(guó)際大牌”搶占中國(guó)內(nèi)陸腹地，雙方有沒(méi)有考慮過(guò)市場(chǎng)前景和人力資源的問(wèn)題？中國(guó)有的三四城市的國(guó)際品牌五星級(jí)酒店房?jī)r(jià)只賣到四、五百元一間夜，試問(wèn)，酒店的服務(wù)品質(zhì)、服務(wù)精神和酒店的多方配套的軟硬件怎么保障給“上帝們”？
中國(guó)的發(fā)展和偉大復(fù)興離不開(kāi)改革開(kāi)放，酒店業(yè)是中國(guó)改革開(kāi)放的窗口行業(yè)，政府是不是可以倡導(dǎo)旅游酒店業(yè)發(fā)展更穩(wěn)健些？當(dāng)前，中國(guó)旅游業(yè)的入境市場(chǎng)、全球形象推廣、教育培訓(xùn)及科研是三個(gè)特別要重視的問(wèn)題，入境市場(chǎng)要靠政府部門主導(dǎo)，全球形象推廣要靠行業(yè)協(xié)會(huì)積極工作，教育培訓(xùn)及科研方面就是國(guó)家高層要多扶持地方創(chuàng)辦行業(yè)學(xué)院和行業(yè)研究機(jī)構(gòu)。
中國(guó)是個(gè)發(fā)展中大國(guó)，在一個(gè)行業(yè)出現(xiàn)和發(fā)生一些問(wèn)題和個(gè)別突出事件非常正常，任何問(wèn)題和突發(fā)事件都可以積極轉(zhuǎn)化成有利于企業(yè)和行業(yè)發(fā)展的因素。然而，由“五星級(jí)國(guó)際酒店不換床單”事件引發(fā)的熱烈討論和急切關(guān)注不是偶然的，作為個(gè)人，我這兩天認(rèn)真看了張潤(rùn)鋼會(huì)長(zhǎng)和戴斌院長(zhǎng)從不同角度發(fā)表的文章，他們的文章值得業(yè)界同仁學(xué)習(xí)和理性消化。
從“美國(guó)南海撤兵”到“金磚五國(guó)廈門峰會(huì)”圓滿結(jié)束等等，足以說(shuō)明中國(guó)已經(jīng)逐步和美國(guó)一道走到了世界大舞臺(tái)中央了。未來(lái)已來(lái)，中國(guó)旅游和酒店業(yè)是世界旅游和酒店業(yè)發(fā)展最為偉大和激動(dòng)人心的時(shí)期，未來(lái)二十年，中國(guó)旅游和酒店業(yè)將逐步領(lǐng)舞世界，所以，我們這個(gè)大國(guó)和大行業(yè)要有所包容，誰(shuí)贏誰(shuí)輸都不是我們最想要的，我們最想要的是一個(gè)“全球共贏”局面！今后，我們“世界酒店聯(lián)盟”和“國(guó)際旅游與酒店聯(lián)合總會(huì)”在新時(shí)期努力多為行業(yè)同仁多做一些有益的工作……
吳軍林2017.9.10于北京
Hotel Industry is only “A Boiling Point” of the Transitional Period
Recently, the incident of “International 5-Star Hotels Don’t Change Their Bed Sheets” has been in an uproar. A lot of journalists and state officials of national level have reported this one after another and written articles to analyze and interpret problems involved and its truth. A disclosure of anything will be paid attention to from every aspect and then become a focus. That is normal. Five-star hotels or international 5-star hotels don’t replace their bed sheets and pillowcases is a common thing which exists all the time in hotel industry. Seven or eight years ago, many of our friends, some of those are even presidents of hotels who would bring towels, pajamas and pillows by their own for business trips. They would say they are used to do it, whereas they are worried about the guestrooms facilities and detailed services of 5-star hotels! So do we. Every time we went abroad, we will bring with us towels and washing products by ourselves, even if we lived in grand luxury hotels...
2017 is bound to be a year of transition. It has been 40 years since China’s reform and opening-up, the 19th National People’s Congress of the CPC will be held this October, World Hotel Association just reached its 10 years anniversary this year, and the International Federation of Hotel and Tourism(FIHOTO) was also newly founded this year. What’s more, “the Belt and Road Initiatives” national development strategy and great actions of Chinese tourism industry were practically executed...All of these showed that the great transformation period of a country and an industry has come!
China and Chinese tourism and hotel industry have been growing too fast during past 40 years of reform and opening-up. All of the big data on the speed of enterprise development of BTG, Jinjiang International, HNA, Marriott, Wyndham, AccorHotels, etc. in the past ten years showed that the comprehensive aspect of a large industry can hardly bear the weight of the integration, mergers and acquisitions, expansion and “miraculous capital operation” of a good deal of conglomerates. No country in the world has developed so fast or has such a huge market like China, so that relevant departments of the Chinese government haven’t keep up to “the fast forward pace of the market” on industry regulation and policy, theoretical research of industrial economy in a great era, talents education and reserve for enterprises’ expanding, rational promotion of brands and service spirit of enterprises, let alone a strong traction and leadership.
One important aspect is that, in specific periods of China’s mighty anti-corruption and curb for high consumption, extravagance and waste, as well as weakening and controlling “Three Public Consumptions”, the transformation and development momentum of hotel industry have been wave after wave, because industries with windfall profits like real estate, energy, finance and so on were tightened, many investors thus turned their actions to tourism, hotel and cultural industries. Especially in the last 5 years, international brand hotel groups have accelerated their “land grab” and “layout” in China market with an obvious intention of pursuing quantity and stimulating stock market, even those “luxury brands” which are conservative and pursue high quality, like German’s Kempinski Hotels and Banyan Tree of Singapore, gradually bent down and lowered their bodies under “gold’s sheen” as well. What’s more interesting is that a “six-tier-look” county-level city like Tengzhou in Shandong province can also has the “Sheraton Hotel” brand to enter in. No matter these five-or-six-tier regional governments introducing “international brands” or the “international brands” marching into the inland markets of China, don’t they consider the problems of market prospect and human resources? The 5-star hotels of international brands only cost RMB 400-500 yuan per night in some of the three-and-four-tier cities of China, it may well be asked, how can the service quality, service spirit and hardware and software facilities be guaranteed for the “Gods”?
China’s development and great rejuvenation are inseparable from its reform and opening-up, while hotel industry is a window of China’s reform and opening-up, can the government promote the development of tourism and hotel industry to be more robust? At present, there are three problems need to be attached great importance to, namely, the inbound market of Chinese tourism industry, the global image promotion, and the educational training and scientific research. The inbound market relies on the leadership of government authorities, the global image promotion depends on actively work of industry associations, and the last one, educational training and scientific research require high-level support for regions to establish colleges and research institutions of the industry. China is a large developing country. It is very normal to have some problems exist and several incidents occur in an industry, and all these problems and incidents can be positively transformed into factors benefit for the development of enterprises and the industry. However, the hot discussion and urgent concerns brought about by “International 5-Star Hotels Don’t Change Their Bed Sheets” are not accidental. As an individual, I have read the articles written by the President Zhang Rungang and the Dean Dai Bin from different point of view in these two days, and they are worthy of colleagues in our industry to study and comprehend rationally.
From “America withdrew troops from the South China Sea” to “BRICS’s Xiamen Summit” came to a happy termination ending, etc., it is enough to prove that China has gradually moved to the center of the world’s stage as with the United States. Chinese tourism and hotel industry brings the greatest and most exciting period to the development of world tourism and hotel industry. In the next two decades, Chinese tourism and hotel industry will gradually dominate the world, so, as a huge country and a large industry, we need to be inclusive. We will not want any single side to win or lose, what we want most is to have a “global win-win” situation! In the future, “World Hotel Association” and “the International Federation of Hotel and Tourism(FIHOTO)” will try to do more rewarding work for colleagues of the industry in the new period...
By Mr. Wu Junlin, 2017.9.10 in Beijing