Gu Andi: The comprehensive lifestyle of the hotel is approaching.

(Andy Gu, columnist of Maidian) Once we thought that lifestyle hotels were a new species. In fact, it seems that they may just be an introduction to the overall evolution story of hotels. In the future, the category of lifestyle hotels is likely to gradually disappear, and all hotels will be replaced by more or less lifestyles.

Lifestyle hotel was regarded as a new species in its early appearance, mostly because of its advertising and self-promotion.

Looking back, some hotel products that can reflect the vivid life experience were first innovated, which made people feel refreshed, and thus came into being, such as the lavender theme first put forward by Mo Lifeng, the female theme of Xi 'an, and the California sunshine of oranges. The emerging new products seem to be temporarily divorced from the inherent traditional appearance of the hotel for a period of time, so the lifestyle has become a very general and life-related naming choice.

If the theme can be covered and labeled, it must be a new species. The early platinum series, the Adorno series and the oranges at that time all stood on the shining stage with successful innovative works, which made the so-called new species of lifestyle hotel enter the advertised era. It was advertised as welcoming the favor of capital and setting off a wave of expansion. Therefore, after being advertised, both latecomer brands and starter brands immediately stepped into the war of self-advertising, because only the sustained success of self-advertising can maintain their sustained enthusiasm and realize the sustainability of new brands.

However, with the mid-range hotel revolution led by this new lifestyle species entering a mature stage, nowadays, the advertised and advertised games seem to be getting worse and worse. However, the initial innovation of the hotel as a lifestyle projection field was carried forward. This development benefits from two opportunities: one is the incentive effect brought by the success of new species; The other is that the appetite and refreshing cognition of a new generation of consumers have stimulated the widespread emergence of new demands. Especially the latter has aroused the desire of all hotel consumers to change their tastes, and a large-scale taste change is the time for consumption upgrading. It is precisely for this reason that I dare to assert that lifestyle hotels will gradually disappear, because a single spark will inevitably bring the lifestyle of all hotels, and the story of lifestyle hotels will also enter the "no-self territory".

In this regard, many big coffee in the industry have also made the same statement in some recent forums. On the whole, we may conclude that the hotel lifestyle has basically become a major understanding of the future development trend of the industry. So what new tasks does the hotel lifestyle put forward for the hotel? In my opinion, it mainly involves two aspects: one is to confirm the lifestyle, and the other is to create the lifestyle. The realization of these two functions needs to achieve an overall goal, that is, to make the hotel an "effective projection field" for people's imagination and yearning for a better lifestyle.

The so-called effective projection means that the situation created by the hotel is highly adapted to the imagination or yearning of consumers. Among them, the imaginary lifestyle is an abstract concept of consumer lifestyle (such as meta-cosmic lifestyle); The desired lifestyle is the consumer's specific concept of lifestyle (such as European classical lifestyle). The situation created by the hotel is the overall experience realized through the effective adjustment of the scene space and service content (the adjustment logic for the scene space and service content). The higher the fit between the situation and consumers' imagination or yearning, the more successful the hotel lifestyle will become.

If the overall goal of lifestyle is to pursue a high degree of adaptation between the situation and consumers' imagination (or yearning) of lifestyle, then in the process of pursuing this goal, hotels need to make a choice, either to confirm a certain lifestyle or to create a certain lifestyle. If you choose to confirm, you should be committed to satisfying the concept of lifestyle yearning based on concrete experience (such as French life experience); The choice of creation is to cater to the imagination of guests based on abstract experience concepts (such as a hermit trip). The key to the success of the confirmation class lies in constantly exploring "how to do the tunnel"; The key to the success of creative class lies in constantly exploring "how to attract people".