酒店业的诗与远方，对话：情怀派高晓松
把梦想装进文学和歌词里一路浅吟低唱，高晓松作为一个文人，对情怀拥有无限向往。“生活不止眼前的苟且，还有诗和远方的田野”，这句歌词唱出的是多少人对美好自由的向往。情怀既是一腔热血，更是潜在的商业价值，阿里巴巴“让天下没有难做的生意”，格力“让世界爱上中国造”的情怀带领着企业走向更宽广的世界。同时，也正是情怀的召唤，让新一代住宿业创业者们放下看似稳定的工作，去努力追逐自己的“星辰和大海”。
情怀，演化商业价值
随着中国入世，基于中华文化衍生的生活情怀越显重要，中国酒店在经历了星级酒店、经济型酒店等发展形式之后，在体验经济时下，中端文化主题酒店逐步注重满足顾客精神需求的创新，成为酒店业发展的新趋势。将人文情怀注入酒店，或独特的诗意主题，以反映酒店的建筑风格和装饰艺术，或渲染气氛，让客户得到个性化的文化体验，主题酒店以满足最基本的住宿需求为前提，为个性化的客户提供更高层次的精神文化服务需求。
与此同时，在我们的日常生活中，有这样一群人。工作中，他们是这个时代的社会精英，能力强表现出色，对时间要求严苛；生活中，他们崇尚旅游，热爱尝鲜，却不会刻意让奢侈品成为生活必需品；他们偏爱自然舒适，拒绝浮华与肤浅，愿意沉浸在怡然自得的生活里。我们对他们有个统一的称呼——新中产阶级。
情怀，身份标签与定位
作为旅游酒店业的主要军，新中产的消费，带有明显的体验性色彩。在住宿上，他们不迷恋品牌，更舍得花钱追求个性化、差异化体验，找到符合自身的传统文化情怀。如今，中式优雅的生活方式正在回归，中国人雅致的生活方式既是中式审美和中式元素生活的表达，也是新中产阶级对于过往历史的追忆，也是对中国式田园牧歌生活的精神向往，更是对抱朴守真的崇尚和回归。
中产新消费需求正以倒逼之势，推动住宿业在产品理念和经营模式上的改变。住宿业如何迎合新需求，成为了新时代命题。隐庐系列精品酒店倡导过古典文化中“采菊东篱下，悠然见南山”的生活，在悠悠竹林中，传承传统的待客之道，发扬中国山水的哲学逻辑，但又绝非复制古代或拷贝个别中国符号，而是用一种大写意的手法来实现“生活大写意”，古典的中式生活状态是每一个新中产阶级都追求不到的生活高度，但在隐庐酒店却可以无限地接近。
“新中产阶级的生活形态背后是有传统哲学体系和精神做支撑，只有在理解这个逻辑的基础上，酒店通过仪式感来强调意识，通过物质来表达精神，以物入微，以式入道。这个时代需要从容淡然的生活态度，需要精致优雅的生活方式。”酒店负责人表示，酒店作为生活的载体包含了衣、食、住、行种种与日常生活相关的要素，在这个空间宜动宜静，做到“谈笑有鸿儒，往来无白丁。可以调素琴，阅金经，无丝竹之乱耳，无案牍之劳形。”
“国标”下的民宿情怀
乡村的空气、风尚民情、农耕文化都折射着中国近现代传统情怀，成为当下城市人向往的生活。城市人群起头厌倦陈旧见解的生活，自驾和高铁又极大的方便了人们出游，即便在忙碌、快节拍的前提下，也需要且有条件在工作之余休闲，获得精致的住宿消费体验，这直接导致了以中国情怀民宿为代表的新型旅游度假产品迅速爆发。
蓝莲花开·依云就是以中式文化就主调，彰显法式浪漫情怀的中西式结合产品，这所创新的民宿是由相邻的两栋民居改建而来的四层小别墅，蓝莲花开·依云的每个房间以电影或书名专属命名，分别有：侣行、一路向南、相遇不晚、小团圆、间隔年等。在民宿内，庭院满布花草、藤椅、喷泉，雕塑，精心雅致。在客房里，或是日式榻榻米，或是地中海风格，或是法式乡村，或是欧式风情，处处弥漫着浪漫情调，细节之处，有精致的墙纸，平整的被褥，淡淡的花香。民宿最为吸引人的特色于在粉刷的白色砖墙，每位住宿的客人都可以挑选在其中一块砖面，用传统的篆刻方式刻字留言，然后，民宿管家会拍下照片，做成明信片回寄客人，以彰显“客人也是蓝莲花开·依云一份子”的人文情怀。
“ 山间农园乐，山脚市集游”另一家人气民宿清境·原舍则以乡愁情怀为主题，民宿隐匿于茫茫竹海和葱葱茶田间，寄托了主人朱胜萱先生的思想与梦想。不远行无以相遇，不相遇无以相知，不相知无以“原舍”，主人希望以怀旧情怀，极简设计，有乡情的民宿。
清境·原舍，盘踞于莫干山后山，竹山青翠，茶园层叠，小溪穿山过，原舍坐落其间，主打的是彰显传统怀旧文化的独特美。清境·原舍由两组房子组成，一为望山，二是依田。名字就如同它们的房子一样，简单随意，没有刻意的设计和讨好：门前有座山，旁边有亩田。在阳台上与对面的山“相看两不厌”，这就是居住在原舍最特别的体验。落在狭长的空地里，建筑风格体现本土浙北民居的朴素，屋顶的坡度沿着山脊本身的起势，青砖青瓦，线条规整，质朴的气质与莫干山丰美的自然环境相映成趣，和谐共生。五栋房子的整体布局与建筑材料的选择上都与原有的校舍保持了连贯性，每一栋前面都精心了设置私人庭院，因此十个房间，每一个都是一览尽望的景观房。巨幅落地窗、半开放式的浴室，提供了住客与大自然的亲密接触，春夏秋冬，莫干山景色尽在指尖与眼前，看出四季在意象和传统文化。稍加留心，就会发现茶树在原舍无处不见，衍生出“采茶东篱下”的古典情怀，从入口小径延伸至每一个活动空间，再到每栋楼的独立小院，甚至是外墙与陡坎，一笼笼高低起伏的茶树贯穿了整个原舍，打通了原舍与自然环境连接的通道。从远处眺望，代表着家乡情怀的原舍仿似深深扎根在茶园里，延绵于这片大地上。
The Poetry and The Far Afield of Hospitality Gao Xiaosong
Gao Xiaosong, the famous culture talk show host has said that “Life is not simply scraping by. It is about poetry, and places far away.” As a literate, Gao Xiaosong believes that travel is about emotion and feelings. There's more to the picture than meets the eye. In Gao’s view, life is not only about counting dollars, but also about counting stars. Hotels, as the stations to relax and record during a trip, should also represent the emotion and feeling that can recapture the magic for the past.
Sentiment, Translating into Business Value
As song writer and lyricist, Gao believes that trifles without poems and destinations is not life at all. His songs resonate the same emotion and sentiment with Chinese people. These resonations can translate into business value.
Hospitality also develop the theme hotels to adapt to the guests’ new demand. Hotels’ designs are gradually become focusing on meeting spiritual demands. Theme hotels combine Chinese culture design with humanistic feelings to create personality cultural experience.
This kind of hotels can resonate with New Middle Class. They are the elites in the society. The similar society environment creates the similar resonation. Hospitality aims to make comfort experience that fit customers’ demand.
Sentiment, Identity Tags
Compared with the traditional travelers, New Middle Class shows their preference of experiential travel. They prefer personality and difference experience instead of focusing on one or few brands. The traditional Chinese style fit the demand of New Middle Class’s pursue of elegance and their spiritual yearning of pastoral life.
The Chengdu Hidden Place Hotel express the classical expectation of returning and living in the countryside. The design combined the landscape with classical design to create a classical artistic conception with Chinese traditional culture.
“We aim to create an atmosphere that can express the Chinese traditional philosophy, the design is based on the understanding of Chinese sprits. We want to create an elegant and refine lifestyle to show leisure attitude,” the Chengdu Hidden Place Hotel’s staff said.
Chinese Homestay Express Sentiment under National Standard
Country travel is another trend that develop rapidly with the demand of New Middle Class. In recent years, the development of homestay provides another stage for the designers to express feelings and sentiments. Leisure homestay are where guests could be assured of being personally pampered in beautiful rural surroundings, with a committed owner at the helm offering a warm welcome, decent food, peace and quiet.
Evian of Lotus blue homestay is one of typical homestay with Chinese culture theme, which is the fusion of Chinese culture and French romance. The guestrooms of Evian of Lotus blue homestay are named with books and movies. Also, the homestay provides various kinds of souvenirs, such as postcards, to record the memories and create sentiment.
Nostalgia is a sentimentality for the past, typically for a period or place with happy personal associations. Qingjing Origin Homestay is design with the concept of nostalgia, aiming to express nostalgia culture with minimalist design. Located in the Mogan Mountain, Qingjing Origin Homestay is surrounded by bamboo forest. The five houses’ shapes come from the surrounding environment and it fits into an existing context. It is a poetry to express the nostalgia and the willing of relaxing get away from the noise.
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