Theme hotel design

As a new hotel development form, theme hotel has a history of nearly 50 years abroad, but its development history in China is not long, and its distribution is limited to Guangdong, Shanghai, Shenzhen and other places where the hotel industry is relatively developed. Some hotels with the theme of returning to nature, science and technology or nostalgia all show distinctive business characteristics. Although the emergence of theme hotels in China is a new thing, it is a new trend of international hotel industry. Judging from the operating conditions of only a few theme hotels in China, the operating conditions are better than other hotels.

Facing the theme hotel with such a bright future, it is necessary to analyze the planning and design of the theme hotel and provide some targeted "cannon fodder" for the developing theme hotel. It should be expounded from several parts, such as introducing the theme, positioning the theme, displaying the theme, and rationally configuring the functions. When planning a scenic spot, we must first determine its development direction and orientation, so as to stand out from many competitors and become stronger and bigger. Similarly, the same is true of theme hotels, except that when they are located in scenic spots, they are more attached to the theme positioning of scenic spots, echoing them and serving them. When she is located in the urban area or not only attached to the scenic spot, the accurate positioning of the theme hotel is particularly important, and there are many problems to be considered. Hangzhou "Dream Castle" is a typical case of failure due to inaccurate theme positioning.

Hangzhou "Dream Castle"

At the end of 2003, the planned cost was 654.38+0.5 billion yuan, and the "Dream Castle", known as "the first super five-star hotel in China", was supposed to start construction in Xiaoshan District of Hangzhou, but it was announced by the relevant departments in Hangzhou that it planned to abort. Relevant persons said: "Due to the change of plans, it is impossible to build the' Dream Castle' again." "Dream Castle" was originally planned as the landmark building of Hangzhou 2006 World Leisure Expo, covering an area of 6.5438+0.3 million square meters and a height of 654.38+0.000 meters. Its investor is Song Cheng Group, a well-known private enterprise. Its designer is Ben Wilden Simpson, a famous American designer, who designed the world's largest hotel (MGM Hotel).

This ultra-luxury design should have been a model of success, but it ended in failure. The root of its failure is not that it has no positioning, but that it has made two fatal injuries in positioning. First, the theme is too ahead of the market positioning: Hangzhou, as a leisure capital, is located in the central area of the Yangtze River Delta, and it is reasonable to position itself as a leisure individual and a business meeting guest in the Yangtze River Delta. However, the theme choice of "Dream Castle" does not support this positioning, and its super-five-star construction will far exceed the consumption capacity of the leisure market. Second, there is a big difference between the theme and the city positioning: Hangzhou is a beautiful and quiet water town in the south of the Yangtze River and a modern leisure city; "Dream Castle", with the theme of "dream", is luxurious. Contrary to the warm and comfortable leisure atmosphere rooted in life, it pursues an experience far from reality. Her mistake is that she didn't take into account the image positioning and urban planning of her city, so failure is natural.

In the process of accurately locating the theme hotel, we should start looking for it from several aspects. First, pay close attention to competitors and avoid the same theme positioning; The second is to dig deep into the theme connotation and avoid that form is greater than content; Third, the theme has hotel adaptability to avoid putting the cart before the horse; Fourth, the theme should avoid the "secular" and avoid falling into stereotypes. Grasping the above four points, the positioning of a theme hotel can be said to be accurate. Theme building is a tangible display of theme hotel, which plays a key role when customers buy it for the first time. In addition to pursuing uniqueness, theme architecture should also grasp the coordination with the surrounding geographical environment, which is itself a part of customer experience. There are two theme hotels with natural scenery as the background. Their theme buildings and landscapes are in line with the theme environment and proved to be successful.

Muwushuddin Hotel Kenya

The early treetop hotel was completely built on a few big branches, and the building was still made of all-wood structure, but the big branches were replaced by dozens of big wooden columns. The ground floor of the building is suspended and there are three rooms on the ground floor. The top observation deck is facing the top of Mount Kenya, which is covered with snow. There is a big pond in front of the hotel, where elephants, rhinoceroses, white-tailed monkeys and baboons drink water to replenish salt. It is the best lens for people and animals to live in harmony. Especially at night, tourists will turn on searchlights to illuminate the open space downstairs, workers will sprinkle salt on the ground, and dozens of elephants will scramble to roll food with their long noses. Visitors can watch a special performance of feeding salt to elephants at the treetop hotel.

"Crooked" House Rogna Hot Spring Hotel, Bouroumeau, Austria

The motto of Brumaurogna Hot Spring Hotel in southeastern Austria is "nuance", and the visual shock it brings to guests is really "big difference". The style of Austrian architect Hundertwasser is vividly displayed here: a group of Wald-Hofhauser apartments actually embed their houses underground, just like the cellar of a groundhog; Green lawns and shrubs are planted at the top of the villa group, and even trees will protrude out of the window, so the understanding of the building will be completely subverted. Visitors can swim all the way from the swimming pool of the hot spring hotel to the hot spring pool and experience the changes of irregular waterways designed by Mr. Baishui. The scenery in front of you is a Persian palace for a while, and then a zebra hut, which makes you forget all the rules of the game in the world.

Of course, in addition to natural scenery hotels, there are celebrity culture hotels, historical and cultural hotels, city characteristic hotel and art characteristic hotel, and so on. Different theme types of hotels have different theme buildings and theme landscapes. The harmony between the theme landscape and the theme building can play the role of rendering the theme and achieve the icing on the cake. By grasping the theme orientation, understanding the concepts of theme architecture and theme landscape, decomposing around the theme clue, and perfecting the planning and design of theme hotels through rational allocation of functions. The hotel is divided into service areas, generally divided into guest room area, catering area, public activity area, conference and exhibition area, fitness and entertainment area and administrative logistics area. These areas should be clearly defined and organically linked.

From the management point of view, the hotel consists of income part and non-income part. After the total construction area is determined, the area structure should be carefully arranged as follows: guest rooms include single rooms, double rooms, double rooms and various suites. The catering department includes main restaurant, auxiliary restaurant, main bar, club, cocktail room, coffee shop and so on. , should also include the large, medium and small banquet halls related to the banquet; Other business departments, including conference room, fitness facilities, sauna, beauty salon, swimming pool, laundry department, business center, etc. The non-profit part includes lobby, reception desk, office, luggage room, telephone switchboard room, computer room, warehouse, dressing room, infirmary, staff canteen, boiler room, parking lot, car wash and so on.

A good hotel is unique in shape, beautiful in appearance, integrated with the local environment and profound in cultural connotation. In addition, the functional layout inside the hotel is very reasonable, and each function occupies a suitable position, which is convenient for guests to use and operators to manage, not wasting area, but also reflecting the rich service atmosphere of the hotel. After check-in, the guests are satisfied and the operators save a lot of manpower. Generally speaking, it is necessary to master the reasonable distribution of functions in the hotel and fully meet the requirements of convenience for guests and management. Its functional layout should pay attention to the following points:

1. Employees and guests do not cross each other, including the baggage entrance. When guests enter the lobby, they immediately meet the reception desk. After registering at the reception desk, they get off at the elevator lobby and take the elevator to their floor. As for employees, entering the hotel from the employee entrance, the first step is to punch in, the second step is to change clothes, and the third step is to take the employee-specific elevator from the employee passage to enter their respective jobs. Employees and guests walk separately, and there will be no collision.

Arranging passages should not only separate employees from guests, but also let employees separate people and things. Hotel warehouses are generally underground, so employees should go in and out to get things delivered, and don't mix people, otherwise it will not only affect their work, but also cause accidents.

2, each function, each in its place, neither waste area, and arranged very properly. The lobby of a hotel should have the most functions. In addition to the reception desk, concierge and luggage counter, there is also a lobby bar or coffee shop, and the business center, flower shop, bookstore and boutique should be arranged near the lobby.

Western restaurants, closed bars and flavor restaurants should be arranged on different floors from saunas and swimming pools, not too close or on the same floor. Some hotels arrange this different function on the same floor, and different flavors interact with each other, which seriously affects the hotel image, and the guests are very dissatisfied.

3. Proceed from the continuity of the layout function of the guest's demand. All the above hotels have such characteristics: the gym is arranged near the swimming pool, the western restaurant is arranged near the closed bar and coffee shop, the a-la-carte restaurant is on the first floor, the Chinese restaurant and the flavor hall are nearby, and the multi-function hall and the conference room are on the same floor. This arrangement gives full consideration to the continuity of guests' needs. Some hotels do not take care of each other in functional layout, but only arrange according to the size of the area. As a result, similar functions are too scattered and inconvenient for guests to use.

Theme hotel is a new thing in China, but it still has a long way to go to stand out from the competition of hotels with homogeneous products and services. Only by insisting on the accurate positioning of the theme, the in-depth display of the theme, and the continuous and reasonable configuration of the hotel's functions can the hotel continue to innovate and move forward on the land of China.