Thanyapura’s way of development in the post epidemic era 塔亚普拉后疫情时代的发展之道

近日,THANYAPURA塔亚普拉运动健康度假区首席执行主席兼总裁菲利普·格拉夫·冯·哈登伯格受邀出席由安徽省文化和旅游厅、黄山市人民政府和中外企业家联合会共同举办的2021中外文化创意产业安徽发展大会暨黄山旅游节开幕式,并参与“全球文化创意产业领军企业对话”环节,与来宾共话旅游业的新趋势,海外品牌本土化,后疫情时代如何重振酒店业等话题。

In recent days, Philipp Graf von Hardenberg, executive chairman and president of THANYAPURA Sport & Health Resorts and Hotels was invited to attend the “2021 Anhui Development Forum of International Cultural & Creative Industries and the opening ceremony of Huangshan Tourism Festival”. This event was jointly organized by the Department of Culture and Tourism of Anhui Province, Huangshan Municipal People’s Government and Sino-International Entrepreneurs Federation, and it was grandly held in Huangshan City. Leading Hospitality and Service Companies participated in the dialogues: Reimagining the Tourism Industry. The guests talked about the new trend of tourism, the localization of overseas brands, and how to revitalize the hotel industry in the post epidemic era.

1. 以人为本是酒店业的初心 People serving people: The original intention of the hotel industry

数字化是当今全球热议的话题,不论是疫情还是科技发展,都促进了数字化在各行各业中的应用,这是必然且积极的。在菲利普看来,数字化的同时,酒店业也要不忘初心,以人为本。酒店是由人为客人提供各种服务的,无论何时,有温度的关怀都尤为重要。数字化不应也不会完全取代人际沟通。新形势下,更应该思考如何通过数字化优化服务和沟通、建立关系、交换信息来提升客人与员工之间的互动效率与成效。

Digitization is a hot topic in the world today. Both the epidemic and the development of science and technology have promoted the application of digitization in all areas of life, which is inevitable and positive. In Philipp’s view, while digitizing, the technology shouldn’t take away from the human touch in our business. The hospitality industry lives from humans serving humans. In any case, technology with a human touch is really important. Digitization should not and will not completely replace interpersonal communication between guest and employees. With the help of technology, we should think about how to improve the efficiency and effectiveness of the interaction between guests and employees by digitally optimizing services and communication, strengthen relationships and exchanging information.

2. 成为本土化的酒店品牌 Become a localized hotel brand

“塔亚普拉要成为符合中国消费者需求的运动健康度假村和酒店,而不是把塔亚普拉运营模式照搬至中国”这是每一个塔亚普拉人的心声。酒店品牌不管来自哪里,将其服务和设施本土化是成功经营的基础,组建一个经验丰富的本地专业团队显得尤为重要,明确服务和设施的细节,更好地融入当地文化和传统,并且保有其品牌独特性和灵魂,体现品牌内在精神和价值。

“THANYAPURA wants to become Chinese THANYAPURA Sports & Health Resorts and Hotels, not THANYAPURA operations in China.” This is the voice of THANYAPURA. No matter where the hotel brand comes from, localizing its services and facilities is the foundation for a successful business. It is particularly important to establish an experienced local professional team, clarify the details of services and facilities, better integrate into local culture and traditions, maintain its brand uniqueness and soul, and reflect the internal spirit and value of the brand.

3. 重振后疫情时代的酒旅业 Revitalizing the hotel and tourism industry in the post epidemic era

疫情后酒店业绩普遍下滑,对于后疫情时代如何重振酒旅业,菲利普补充道:“此情境下酒店及管理者需要让员工时刻保持积极性,并且公平对待员工待遇。对客方面,我们要让客人对酒店环境及清洁度感到安心,让客人真正感受到我们关心他们的健康并对他们的安全负责,而不单单是提供几个口罩。”

After the epidemic, the performance of hotels has generally declined. To be able to revitalize the hotel industry in the post epidemic era, Philipp added: “In this situation, the hotel and managers need to keep employees motivated at all times and treat employees fairly. For the guests, it’s all about how we create an environment where guests feel safe. We should give guests the feeling that we really care about their health and wellbeing and get really prepared in all aspects of our operations rather than just provide some masks.”

4. 始终关注可持续发展 Always focus on Sustainable Development

对于THANYAPURA塔亚普拉而言,从品牌诞生之初就将“可持续”写进自己的基因。例如,早在几年前,在普吉岛运动健康度假区就已经加入到“普吉岛杜绝塑料计划”,淘汰了瓶装矿泉水和塑料制品,以此最大程度减少对环境的伤害。对于黄山正在建设成为世界级生态旅游目的地,菲利普分享了自己的建议:不能因为发展新事业,从而过度追求速度与效益,破坏了生态环境,作为企业与管理者我们要让企业文化与生态环境相融共生。

THANYAPURA it has written “sustainability” into its genes since the birth of the brand. For example, as early as five years ago, the THANYAPURA Sports and Health Resort in Phuket has joined the “Phuket plastic elimination plan”, eliminating bottled water and other plastic products to minimize damage to the environment.

As Huangshan is being built into a world-class eco-tourism destination, Philipp shared his suggestions: Very often you experience, that the urge of bring new businesses into a region destroyed the nature people are coming for. We should not excessively pursue speed and efficiency and destroy the ecological environment because of the development of new undertakings. As enterprises and managers, we should make the corporate culture and ecological environment coexist.”