马克·埃尔德森 阿丽拉为惊喜而生
马克·埃尔德森
阿丽拉酒店集团创始人及总裁
Mark Edleson
Alila Hotels & Resorts Founder & President
阿丽拉（Alila）在梵文中寓意“惊喜”，而这也证实这是酒店创始人马克·埃德尔森对品牌的定调——为惊喜而生。这个令无数酒店控趋之若鹜的顶级奢华酒店品牌，正用每一次的惊艳亮相，阐述着着马克·埃德尔森对酒店业的理解。正如马克·艾德尔森所说：“我希望当客人离开阿丽拉的时候，带走的不仅仅是纪念品，更是美好的回忆和与我们酒店情感的共鸣。”
初见倾心 传奇起航
阿丽拉的传奇之路起始于马克·埃德尔森的毕业旅行，当这个斯坦福毕业的高材生第一次邂逅东南亚独特的风土人情的时候，他就对这片神奇的土地一见倾心。彼时，这个来自来自美国西海岸阳光加州的小伙子就已经暗自下定决心，要将这份乍见之欢的惊喜传递给更多的人。
当埃尔德森于1983年离开花旗银行副总裁职位后，立马在印尼定居下来，为跨国公司和精品酒店开发商提供咨询服务。在此同时，开酒店的意念在他脑海中觉醒。
“在担任投资顾问的十二年间，艾德里安·泽查和他的安缦让我深受启发，安缦融于本土而又高于本土的展现手法和艾德里安对于精品奢华的重新定义，让我有了打造阿丽拉的灵感。”埃尔德森回忆道，Alila在梵语中意为“惊喜”，这也是他对阿丽拉最初的定位：足够具有颠覆性，令人惊叹的酒店度假村。
1993年，埃尔德森的酒店先后在巴厘岛和爪哇问世。2001年，他与合伙人正式创立了阿丽拉酒店集团Alila Hotels & Resorts。他以他的职业嗅觉招募自己的酒店精英团队、打造独特的阿丽拉度假哲学。随后，埃尔德森将巴厘岛的两处地产合二为一成为阿丽拉乌布，并在同年将曼德拉spa中心也融入了阿丽拉的版图，并将曼德拉发展成为当时世界上首家也是最大的酒店水疗经营公司。
“我相信，我们有着足够的资本将阿丽拉发展成为一个国际化的度假品牌，”2004年，埃尔德森正式将阿丽拉的总部迁至新加坡，并开始了国际化的征程，在过去的十余年里，阿丽拉凭着独特的度假触觉精雕细琢旗下每一间分号，而且并非固执的只守住度假地不放，从爪哇、雅加达到最新的梭罗，城市绿洲的概念也被频繁推出。如今，阿丽拉已成为奢华度假界最闪耀的新秀。
正如埃尔德森所说，阿丽拉曾经只是一个独立的小型精品酒店品牌，而我们坚持用高品质的服务打造令人难忘的目的地体验，这让我们的品牌载誉无数。
精妙选址 独到设计
人们一直津津乐道于阿丽拉的精妙选址与独特的设计，阿丽拉的每一次出手，似乎都能引领潮流，令人眼前一亮。
正如埃尔德森所说，阿丽拉建立的初衷深受安缦的影响，偏好选择不为人所知的隐秘避世之所，就算选择在举世闻名的度假胜地，阿丽拉也能另辟蹊径，让客人用不同的视角去感受美。无论是以帆船为载体行驶于印度洋之上的Phinisi、还是古代堡垒改造的遗迹度假地Bishangarh、亦或崛起于悬崖峭壁之上的Jabal Akhdar，他们都贯彻了‘自身就是一处风景’的宗旨，精妙结合环境中自然和人文特点，营造出独树一帜的感动。
而在独到的设计方面，阿丽拉更是引领了几乎每一次度假酒店的新浪潮运动。1994年，阿丽拉亮相度假天堂巴厘岛，却掀掉了巴厘岛标志的茅草顶、否决了古雅绝伦的传统巴厘风、甚至岛上最引以为豪的木雕也一概不摆，取而代之的却是一块长25米的无边泳池。这一横空出世的惊世之作和用极简主义重新定义奢华的灵动设计，让阿丽拉甫一出世就震惊世人。
“我为顶级奢华酒店服务了13年，汲取了大量的经验，所以我有自信，能创造一个独一无二的酒店品牌，用雅致新颖的设计和高水准的设计创造令人耳目一新的度假体验。”埃尔德森对阿丽拉的设计感到十分自豪，在他看来，精品酒店不能局限于追求潮流，阿丽拉的设计有着自己的格调，他要做的是潮流的创造者与引领者。
正如阿丽拉的名字所寓意的惊喜，阿丽拉的每一次亮相都令人惊叹不已。2009年，阿丽拉重返巴厘岛，在乌鲁瓦图的悬崖峭壁间，将看似简单的发呆亭经过设计成为鸟笼，除了能营造光线的把戏，似乎还寓意着自由与随性。阿丽拉擅长运用本地元素，将奢华点缀其间。它们不喜欢大起大落的格局，不在乎金碧辉煌的装饰，甚至连最讨巧的视觉设计都省略的一干二净。
而在中国的两家阿丽拉更是阿丽拉根植本土，极简奢华的完美体现。2016年阿丽拉中国首秀定在了浙江安吉这一不为人知的竹林之乡，而最初选址安吉，却是因为埃尔德森的一次“山穷水尽疑无路，柳暗花明又一村”的独特体验。
“那还是2005年，我和酒店的投资商在考察酒店选址途中迷路了，无意间乘船“闯入”梅子湾，”埃尔德森回忆道当时安吉还没有现在四通八达的交通，但自然景观非常原始，放眼望去，青山连绵、竹林如海，还散落着稀松的板栗树，让人忍不住停下来深呼吸两口。“当时我们就拍板：就是这里了。你看，这不正是上天赐给我们的么。”
阿丽拉安吉可谓是对埃尔德森误闯的世外桃源的一次升级复刻，选址于古村落中，环山绕水的度假村四周翠竹掩映，茶苑芬芳，打造宁世桃源阿丽拉安吉延续了巴厘岛一众分号的精髓：将自然还给住客，将酒店融入自然。
而在今年，阿丽拉联姻山水甲天下的阳朔，将废旧老糖厂改造成为令世人瞩目的度假胜地，在喀斯特群山与漓江的倩影中震撼浮现。灯光接应着星光，开阔的水景伴着阵阵的蟋蟀声，美的恍若隔世。设计师巧妙的将60年代糖厂建筑的元素纳入了阿丽拉阳朔的公共区域，如空心砖墙的结构和用原本收甘蔗的码头改造成的游泳池.。
关注环保 可持续发展
然而，在埃尔德森看来，阿丽拉最令他自豪的，并不是选址，也不是设计，而是一以贯之的环保理念。
阿丽拉是最早倡导环保概念的酒店品牌，环保不为节俭，而是态度，往往环保要花更多钱。真正的奢华，从来都是与环保息息相关，在阿丽拉的设计词典中，环保是个关键词，阿丽拉所有的材料都取材自当地，降低长距离运输而造成的能耗、同时也凸显当地特质。无论你抚摸打磨光滑的桌面，还是依靠在亚麻靠垫上，都能体会阿丽拉的良苦用心。
“我并不认为奢华与环保一定是背道而驰的，相反，我认为，作为一个奢华酒店，我们应该坚持绿色环保的理念，支持地球资源的可持续发展。”埃尔德森认为，酒店对于环保的坚持应该体现在细节中。阿丽拉绝不会把一块隔热的泡沫塑料美化成神一样的环保神器，阿丽拉的屋顶上有一种奇特的黑色石材，那是具有绝妙吸热功效的火山岩；迷人的水系、鬼斧神工的无边泳池呈现的视觉盛宴无关铺张，它们统统由循环技术呈现；无论空间还是窗户、阿丽拉用空前的尺度和通透感打造，让空气、海风能自由自在地在客房内外飞舞。也正因如此，Alila Villas Uluwatu成为巴厘岛第一个得到全球最高标准认证的环保型酒店。
除了设计之外，阿丽拉对于环保的坚持更体现在细节之中。著名的时尚杂志《Vogue》将阿丽拉自己生产的备品品牌Alila Living与SKII、La Prairie并称为全球护肤品三杰，全天然成分的备品不仅是环保理念的体现，更用自身的高品质令每一个试用过的宾客对其赞不绝口。
不仅如此，阿丽拉对于环保的把控甚至延续到酒店用水都要做到尽可能的零污染，阿丽拉自产的矿泉水，归功于酒店全新的净水系统，这些饮水经过过滤后被灌入循环玻璃瓶内封装，遏制了塑料瓶的消耗和处理，也削减了瓶装水的运送成本和碳排放。
“我希望能通过这些潜移默化的影响能让我们的客人和当地社区提高环保的意识，这是我们对于绿色地球和可持续旅游的承诺。”埃尔德森说。
Mark Edleson
Alila, Born for Surprise
Love at First Sight with Asia
Alila's legendary journey begins with Marc Edelson's graduation trip, and when the top Stanford graduate student meets the unique customs of Southeast Asia for the first time, he has a passion for this magical land. At that time, this young man from California had secretly made up his mind to deliver this pleasant surprise to more people.
When Edleson left his position as vice president at Citibank in 1983, he immediately settled in Indonesia to work as investment adviser for multinationals and boutique hotel developers. At the same time, the idea of opening the hotel awakened in his mind.
“Prior to co-founding Alila, I spent my first 12 years in the hospitality industry learning about the nascent boutique hotel sector from Adrian Zecha of Aman Resorts as a financial advisor and partner in GHM.” Edleson said.
Edleson opened the first two hotels in Bali in 1993. Then, in 2001, Edleson created Alila with my Indonesian partners and the first Alila property opened in Jakarta. "We dissolved our joint venture with GHM and turned two of our properties in Bali into Alila Ubud and Alila Manggis. In the same year, I sold Mandara Spa which I had co-founded in 1996 and developed into the first and largest global operator of spas in hotels."
As a result, in 2002 Alila was operating a hotel in Jakarta and the two international resorts in Bali. “We believed the brand then had a sufficient foundation to grow into a regional brand,” As a result, Edleson and his partner set up our office in Singapore to support our regional development in 2004.
“We had extensive experience and were confident that we could create a unique brand that would bring a new design aesthetic and new level of service and experience to the guests,” Edleson said.
Excellent Taste for Site Selection and Unique Design
“We try to be selective with our sites and that is why we’ve grown slowly. We try to find sites that have natural beauty and cultural significance to fit with our brand DNA. It is important that we partner with developers who share our respect for the surrounding nature and social environs.”
Mark Edleson and his Alila is famous for the excellent taste of site selection and the ultra-luxury and wonderful design. As Edleson has explained, he learned a lot from our previous partners and experiences, maintaining a high level of luxury, and service while breaking new ground with contemporary design elements.
"We believe the luxury boutique hotel trend is catching on, and we are prepared to cater for the HNWIs who are looking for unique experiences. We have positioned ourselves quite well in that respect and continue to try to appeal to the younger generation of travellers as well who are looking for more authentic experiences." Edleson said.
For example, Alila Ubud is a tranquil and secluded hillside retreat that sits high up on the edge of the rich green Ayung River Valley in Bali’s central foothills. And the ALILA VILLAS ULULATE, perched on limestone cliffs 100 meters above the Indian Ocean, the view is nothing less than picture-perfect – aquamarine ocean vistas and glorious golden sunsets.
The two Alila hotels in China also show the unique aesthetics. The first China Alila located in Anji, and the reason to select the site came from an magical experience of Edleson.
"It is in 2005, me and the investor lost our way. The experience just like Alice falls down a magic hole into a fantasy land. We find this lovely place. As for me Anji is an Alila," Edleson said.
This year, Alila's new resorts opened in China. Alila Yangshuo turn a working sugar mill, become a modern retro resort, combining stylish simplicity, in tandem with its picturesque setting.
Green Principles Are Deeply Embedded in Alila
However, in Edleson's view, he feels most proud about the consistent philosophy of environmental protection.
Alila is the first hotel brand advocating the concept of environmental protection. Environmental protection is not about frugal, but the attitude. The real luxury has always been closely related to the environment. In Alila's design dictionary, environmental protection is a key word. All of Alila's materials are sourced locally to reduce the energy consumption caused by long-distance transportation and highlight the local trait.
"I do not think luxury and environmental protection are in opposite. Instead, I think as a luxury hotel, we should stick to the concept of green and support the sustainable development of the earth's resources," As a result, Alila Villas Uluwatu became the ever first green hotel that was certified by the world's highest standards.
Also, Alila's supplies brand Alila Living was certified as the top 3 skincare brand by Vogue. All natural ingredients reflect Alila's concept of environmental protection. Alila's own mineral water is attributed to the hotel's new water purification system, which is filtered and poured into recycled glass bottles to limit the consumption and disposal of plastic bottles.
“Supporting and sustaining environment protection is as much about helping to generate awareness amongst our guests and the local communities as it is about reinforcing our commitment towards sustainable tourism,” Mark Edleson said.
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