专访 | Christoph Zbinden: 我相信，酒店行业最终会进入一个令人振奋的新时代

内容详情:

 2020年对于整个旅游行业来说，都是极为艰难的一年。尤其对于酒店住宿行业来说，备受新冠疫情打击的影响。在这样全球旅业开始缓慢复苏、携手抗疫的关键时刻，酒店人都做出了哪些努力？他们又期待着怎样的明天？

 

旅业链接（Travel Link Daily）特别采访到了深圳硬石酒店总经理Christoph Zbinden先生，一起来听听关于他的抗疫故事与观点。

 

Christoph Zbinden

General Manager of Hard Rock Hotel Shenzhen

 

 

Combating the Outbreak 抗疫举措

 

 

Question 1：  

During the outbreak, how have you worked with the staff and what was done specifically?

请问在疫情期间，您带领深圳硬石酒店团队都采取了哪些有效的措施？其中有哪些是让您印象深刻的事情？

 

During the February outbreak, Hard Rock Hotel Shenzhen initiated a series of actions to best protect both the staff and guests from potential exposure to the virus, including:

• 2月份疫情爆发期间，深圳硬石酒店采取了一系列有效的措施，以最大程度保护员工和宾客免受潜在的病毒感染，具体措施如下：

 

• 90% of all public bathrooms closed to ensure that we can focus limited staff on the task of sanitizing these areas throughout the day and at a very high level.

我们关闭了酒店90%的公共卫生间，以确保让有限的当职员工可以更精准地对开放区域进行严格全面的消毒。

 

•  All elevators are disinfected on an hourly basis. The elevator buttons are covered in cling film and exchanged every hour. Hand sanitizer dispensers have been affixed to the wall in front of the call button for elevators on the 1,3, and 5th floors.

酒店所有电梯每小时会消毒一次，所有电梯按钮也都增铺了保鲜膜，并保持每小时一换的更替频率。同时酒店1楼、3楼和5楼电梯按钮前的墙壁上也均配有免洗洗手液。

 

• Hotel purchased enough medical masks for the staff which were distribute to each staff member at a rate of 2 masks per day. These masks only last 4-5 hours a day before they recommend, they be replaced.
• 2个口罩的比率分发给每一位员工。这些医用口罩在每天使用4-5个小时后就会被建议更换。

 

• Hand sanitizers, available for all our staff and guests in all public areas and bathrooms.
• 酒店配备了专用免洗洗手液并放置在所有开放公共区域和卫生间供所有员工和宾客使用。

 

• Given the shared conditions in our communal dormitory and that we had as many a 6-line staff sharing the same room and multiple people sharing the same bathroom. We elected to move all line staff who are in shared dormitory into separate hotel guest rooms. Three per room but now each subgroup with their bathroom, access to Wi-Fi and a TV. Thus, protecting them from possible cross contamination and providing them with living situation which is far more sustainable given the conditions they would have other wised been forced to live under. Simply put we look out after our family.
• 1间员工宿舍通常可容纳6名员工；而公共卫生空间则可为多位员工提供服务。但鉴于疫情的特殊时期，我们特别将所有L4及以下的一线员工全部搬至单独的酒店客房中。每间客房住宿3名员工，每组员工均拥有属于自己小组的卫生间，并可以使用电视和无线网络。这一举措的实施即可避免潜在的交叉感染，也可为员工提供便捷安全的生活环境。我们深圳硬石酒店深信，员工就是我们的家人，保护并照顾好他们是我们义不容辞的责任。

 

After the lockdown, we have been maintaining high standard hygiene while responding to the government active resumption of production, such as always have hand sanitizer and mask available, all elevators are disinfected on an hourly basis.

在平安度过疫情爆发期后，我们在积极响应政府复产复工的号召的同时，时刻保持着高标准的酒店卫生管理，例如始终保持免洗洗手液和口罩的供应以及所有电梯每小时进行一次的消毒等举措。

 

The door of my office has always been open for all my staff. If they have any concerns, they are more than welcome to come and discuss them with me.

我办公室的大门一直向所有员工敞开着。无论是工作上还是生活上，如果他们有任何疑问，我都非常欢迎他们来与我讨论。我会一直认真倾听他们的问题，并尽我所能给予有效的建议。

 

Question 2：  

How does your work routine look like? Is there anything you did during the outbreak that you normally would not do? What were the difficult challenges your team completed?

请问您日常的工作状态是怎样的？在此次疫情期间，您是尝试做了哪些与以往工作内容不一样的事情？您的团队完成了哪些平常不可能完成的挑战？

Question 3：  

How did Hard Rock Hotel Shenzhen support the staff? What was the feedback? What about other Hard Rock hotels?

请问深圳硬石酒店及硬石国际集团旗下酒店都有哪些支持员工的举措？反馈如何？

 

The most important changes and routine we implemented during the outbreak was to ensure the safety and security of our team members.

在疫情爆发期间，我们常规所作的和相应所进行改善的举措都是为了能更好地确保酒店团队成员的健康及安全保障。

 

During the outbreak, considering the fact that a certain percentage of our manpower while many were still unable to return to Shenzhen due to transportation restrictions, we rearranged the labor percentage and working hours in different operational departments to cover basic needs from operation stand of point.

在疫情爆发期间，考虑到一些员工由于交通限制无法返回深圳而造成的一定比例的人力缺失，我们重新进行了不同运营部门的工作内容及时间的分配，以从运营角度满足酒店的基本需求。

 

Meanwhile, to better ensure the safety and health of our working employees, especially for the line staff who usually live in a 4 to 6 bed-shared dormitory rooms with public restroom in the hallway to use, we’ve moved all of them into hotels rooms with two occupying per room.

同时，为了更好地确保我们酒店的在职员工的健康和安全，特别是对于居住在4至6张床一间房的酒店宿舍的员工，我们将他们全部搬至单独的酒店客房中。

 

We’ve also opened up the hotel’s gym facility for employees to use during this pandemic – exercising is always believed to be an effective way to build their own immune system against virus. Staff English classes were launched since the end of February for employees to further improve their service skills under the circumstance of fairly low occupancy period.

我们开放了酒店的健身房设施供我们的员工在疫情期间使用。众所周知，锻炼身体是建立自身抗病毒免疫系统的有效方式。并且，从今年2月底开始，在酒店入住率较低的时期，我们为员工开设了英语培训班，以便帮助员工提升语言能力。

 

To lift the spirits in the difficult time, we also launched special weekly group lunches around different food themes and in different locations throughout the hotel to foster communication and express appreciation.

为了在艰难时期为我们的员工振作精神，我们策划了不同餐食主题并在酒店不同的地点推出独具匠心的每周员工团聚午餐，以促进员工沟通并为大家加油打气。

 

Our staff are part of the Hard Rock family. During the difficult times, we stood together to fulfill our motto “LOVE ALL SERVE ALL” through action.

我们的员工皆属于Hard Rock硬石大家庭。在艰难时期，我们团结一致，并肩奋战，以实际行动实现我们的座右铭“真诚博爱”。

 

Question 4:

What is the biggest challenge that Hard Rock Hotels is faced with? How is it overcome?

请问在此次疫情期间，硬石国际集团旗下酒店面临的最大的挑战是什么？采取了哪些措施来克服这些挑战？

Question 5：  

During the outbreak, what did Hard Rock Hotels do?

请问在疫情期间，硬石国际集团旗下酒店都采取了哪些措施？

 

The biggest challenge we face in the tourism industry is – for consumers, the confidence to travel is low. Even though it has been improving in China in the past two months, health and safety will continue to be the significant concern of consumers.

疫情后消费者的旅游消费需求和信心持续低迷是我们目前面临的最大的挑战。尽管过去的两个月中，旅游行业在中国的情况有所改善，但是健康与安全仍将是消费者关注的重点。

 

Furthermore, border control remains a big barrier for international travelers, and global economic prospects remain subdued and very uncertain due to the outbreak. We cannot expect the market to “go back to normal”, instead, we need to adapt “the new norm” of the age of post-COVID-19.

此外，边境管制仍然是国际旅行的一大障碍。由于疫情爆发，全球经济前景仍然低迷，并且充满着不确定性。我们暂时无法指望旅游市场会“恢复正常“，相反，我们需要适应后疫情时代的“新规范”。

 

At Hard Rock Hotel Shenzhen, we continue to restore consumer confidence with a strict compliance to well established hygiene procedures and personalized service. We initiated a series of actions to protect our team members as well as guests, and we used that experience to support the global strategy, and launched “SAFE + SOUND” guidelines, which was created by Hard Rock International to facilitate the re-opening of other Hard Rock Hotels around the world. The “SAFE + SOUND” program implements the highest level of safety, sanitization, and employee training. From the initial welcome at check-in down to each detail inside guest rooms and common areas throughout the property, there is a heightened focus on cleanliness. Below “SAFE + SOUND” protocols are all learning from Hard Rock Hotel Shenzhen experience include: (if more detailed information is needed, please refer to the “SAFE + SOUND” fact sheet as attached)

• Temperature checks for every team member, guest, and vendor upon arrival
• Mandatory masks for all team members
• Increased cleaning and disinfecting frequency for high-touch surfaces across public areas, meeting rooms, dining areas and public restrooms
• Hand sanitizer in every public space area and all restrooms

在深圳硬石酒店，我们一直严格遵循卫生程序，提供全方位的服务，以助力恢复消费者对于旅游业的信心。我们采取了一系列有效的措施来保护我们的员工和宾客，并将这些有效的经验分享给我们硬石国际集团旗下酒店帮助其进行全球战略规划。随后，我们硬石国际推出了”SAFE + SOUND”准则，旨在让遍布全球的酒店为未来重新开业做好更充分的准备。”SAFE + SOUND”准则以最严格的标准规范了包含安全措施，消毒举措和员工培训等制度。从欢迎宾客下榻至酒店到整个酒店公共区域的每一个细节都会更加注重清洁卫生。以下”SAFE + SOUND”准则内容均从深圳硬石酒店的过往中吸取了经验，包含：

• 对抵达酒店的每一位酒店成员，宾客及供应商进行体温检测
• 所有酒店成员必须全程佩戴口罩
• 增加在酒店公共区域，会议室，餐厅和公共洗手间等表面接触区域的清洁及消毒频率
• 配备专用免洗洗手液并放置在所有开放公共区域和卫生间供所有员工和宾客使用

 

 

In the meanwhile, Hard Rock Hotel Shenzhen has shifted its business to focus more on the domestic and local segment, particularly in conference, banquet and wedding related offerings. We have been keen on crafting experience catered to the market while maximizing the Hard Rock experience – a music-inspired journey. Our guests can feel the charm of Hard Rock Hotel without going abroad.

同时，深圳硬石酒店将其业务的重心转至国内和本地市场，尤其是会议，宴会和婚礼相关的服务及产品。我们一直热衷于提供迎合中国本土市场的服务及产品，同时最大限度的展现专属我们硬石酒店的Hard Rock硬石体验 – 音乐之旅。我们的宾客无需出国就能深入感受硬石酒店的魅力。

 

 

Recovery Plan 未来复苏

 

Question 6： 

After the outbreak, will there be any changes for the future development of Hard Rock Hotels? What is the overall planning for recovery and what measures will be implemented? What is the outlook on China market?

请问此次疫情过后，硬石国际旗下酒店的未来发展会出现怎样的变化？对行业复苏的总体规划是怎样的？会采取哪些措施？以及请问您对于中国酒店行业及全球酒店行业有什么样的预期？

 

Hard Rock International launched “SAFE + SOUND” guidelines to facilitate the re-opening of our hotels globally. This is a strategy based on the China experience led by Hard Rock Hotel Shenzhen, because we were at the front line when COVID-19 broke out, and we are among the first group to recover.

为了让遍布全球的酒店为未来重新开业做好更充分的准备，硬石国际推出了“SAFE + SOUND”准则，该准则侧重于环境保洁、社交互动指南以及工作场所的规程。这是基于新冠肺炎疫情初在中国爆发时，深圳硬石酒店身居一线的第一手经验，这也让我们集团成为第一批复苏的企业之一。

 

As mentioned earlier, our target segment will mainly be domestic and local, and the opportunity to “get together” will be more cherished nowadays. So we also take it into consideration when we provide Hard Rock Hotel’s signature products and services, and create the unforgettable moments for our guests.

如先前所说，我们的目标客群将主要着重于国内和本地市场，以及人们将会越发珍视相聚。基于此，我们将带着这样的思考去为我们的宾客提供标志性的硬石产品和服务，打造难忘时刻。

 

We are also very proud and excited that Hard Rock Hotel Dalian will be open in summer. The team work relentlessly to ensure the opening is not delayed, despite the pandemic, and we look forward to bringing the Hard Rock Hotel experience to Northeast China.

大连硬石酒店将于夏季开幕，对此我们感到十分自豪。尽管遭遇疫情的冲击，通过我们的团队不懈努力，酒店依然如期开业，我们期待将硬石酒店的特色体验引入中国东北地区。

 

Question 7：

How do you view the fact that many five-star hotel groups in China have been riding on the opportunity of food delivery and livestreaming? Do you think that they are the next high land?

请问您对于目前诸多五星酒店集团开展外卖，直播等业务有怎样的见解？您会认为这些会是酒店行业下一个风口吗？

 

Food delivery is the trend, and the consumer behavior is also changing. At Hard Rock Hotel Shenzhen, we will also be launching our food delivery service next week. However, food delivery service shouldn’t be duplicating or replacing our specially designed dining experience. Instead, it is a new channel to deliver our brand experience in bite size (literally), and reach the guests we couldn’t before. We have developed a special to go menu with the same focus on taste, quality and value you find when visiting one of our restaurants and bars. We hope the guests will enjoy our delivery service, and come back to the hotel for a full experience when they feel comfortable to dine out.

酒店外卖服务是一个趋势，消费者的行为和偏好也在不断改变。深圳硬石酒店也将在下周开展外卖送餐服务。然而外卖服务并不是我们特色餐饮体验的复制品或是替代品，而是通过一份食物为此前无法触达的人群呈现品牌体验的新方式。我们已经打造了一份特别的外卖菜单，口味品质就如亲临我们的餐厅和酒吧一般，别无二致。我们希望宾客们能够乐享我们的外卖送餐服务，在他们对于外出用餐感到舒适时，真正来到酒店感受全面的服务。

 

I believe livestreaming is the next marketing frontier. Offline sales have been choked by the pandemic, prompting the explosive growth of consumers’ demand for livestream shopping. Livestreaming of hotel brands not only brings in revenue, but also grows fans, expands brand influence and enhances favorability. In the past two months, Hard Rock Hotel Shenzhen collaborated with channels like Ctrip on their Boss Live Streaming, or travel influencer Aries on Fliggy live streaming, and the results were fantastic! We exceeded our sales target and received a lot of inquiries. Moreover, it brought tremendous exposure to the brand. I believe this is the trend for tourism in China, and may potentially expand to other parts of the world.  

我相信直播是下一个营销的风口。新冠肺炎疫情让线下销售遇阻，促使消费者对直播购物的需求呈爆炸性的增长。酒店品牌做直播不仅有助于收入，同时也能吸引更多的粉丝，扩展品牌影响力以及提升品牌好感度。在过去的两个月里，深圳硬石酒店曾与诸多渠道平台及KOL合作直播，其中包括携程CEO梁建章直播、飞猪直播，并且获得了很好的成绩！我们已经超出了销售目标，收到了来自许多消费者的咨询。除此之外，我们的品牌也通过直播收获了极大的曝光量。我坚信这将是中国旅游业的趋势，并将可能延伸至其它国际市场。

 

Question 8:

What type of travel group do you think would recover the soonest? How do you regard the recovery of hospitality industry for now?

请问您认为最先复苏的酒店住客会是哪一类群体？在您的见解中目前酒店行业的复苏情况如何？

 

The third-party assessment agency CAPSE (Civil Aviation Passenger Service Assessment) released the analysis report of May 2020 Traveler Willingness Index (TWI). The results show that traveler’s willingness to travel has recovered to 67% compared with 2019, of which business travelers’ willingness has returned to 71%, but only 42% for leisure travelers.

根据第三方民航服务测评机构CAPSE发布的《2020年5月旅客出行意愿指数(TWI)分析报告》显示，游客出行意愿整体较2019年恢复67%，其中商务游客意愿恢复至71%，休闲游客出行意愿只有42%。[1] 

 

But we believe there are still opportunities to target leisure travelers, such as domestic and regional travels, if we are able to provide the suitable offers and experience. Hard Rock Hotel Shenzhen has been very strong in family travel segment, and we are also very appealing to Millennial and Gen Z. This will continue to be our target on the road to recovery.

但是我们相信深圳硬石酒店在休闲旅游方面还是有许多机会，比如瞄准国内游和周边游的游客，为其提供舒适的入住体验。深圳硬石酒店在家庭游板块具有极强的优势，同时也吸引着年轻的千禧一代和Z世代，该些人群在我们接下来的复苏计划中依然会是重要的目标受众。

 

Question 9：

What is the biggest challenge the hospitality industry is faced with? From your perspective, is there any solution?

请问您认为目前酒店行业复苏所面临的最大的困难时什么？是否有有效的解决方式？

 

The biggest challenge of the hospitality industry must face is the lack of consumer confidence. Health and safety are still the major concerns of consumers when they think about traveling and staying in the hotels. Consumers are also very price-sensitive, given the instability of global economy.

酒店行业现在面临的最大挑战是消费者信心的缺失。健康和安全仍然是目前消费者在旅游住宿中最关心的问题。在当下全球经济不稳定的情势下，消费者对价格的敏感度也很高。

 

In order to restore consumer confidence, Hard Rock Hotel Shenzhen have been strictly following hygiene procedures and well-rounded service to make consumers feel safe and enjoy stay at our hotel.

为了重拾消费者的信心，深圳硬石酒店将会严格遵循卫生程序，提供全方位的服务，让消费者放心、安心地入住酒店。

 

We are also shifting the focus to offer the unique Hard Rock Hotel experience to domestic and local market segment, with great value proposition catered to our target audience, and communicated through new channels, such as live streaming and food delivery.

我们将秉承硬石品牌一贯的核心音乐体验，把策略的重心转移到为国内和深圳本地消费者提供独具硬石特色的奢华入住体验，同时通过新兴渠道比如直播和外卖服务，将硬石的价值主张传递给消费者。

 

Question 10：

In your opinion, how would the hospitality industry change? (positive or negative)

请问您认为疫情过后，酒店行业会发生怎样的变化（积极或消极）？

 

The whole tourism industry is at the front row of this tsunami. We all suffer greatly, not just from the virus itself, but also the impact it brings to each perspectives of our society. But the pandemic also brings transformational changes, and stimulates the hotel industry to upgrade its original operation methods and opens doors to more opportunities. I believe this will eventually lead us to a new era, and that is inspiring.

在新冠肺炎疫情的冲击下，酒店行业无疑是受最大影响的行业之一。我们不仅需要抵御病毒的侵袭，还要时刻应对疫情对社会各方面造成的各种影响。然而疫情也促进了酒店行业的转型，刺激酒店行业不断升级以往的经营模式，拥抱更多的机会。我相信，这将会最终引导酒店行业进入一个令人振奋的新时代。

 

Question 11：  

What thoughts of yours have been provoked by the outbreak?

请问此次疫情带给您怎样的启发与思考？

 

The pandemic has made me deeply aware of the trend of digital transformation in the hotel industry and the possibility of Artificial Intelligence, such as service robot or contact-less service, in operation.

这次疫情让我深刻思考了酒店行业把握数字化转型趋势以及使用人工智能的可能性，比如酒店服务机器人和正在实施中的无接触服务。

 

Along with the arrival of Gen Z, new media has become the main channel for reaching consumers. Short videos and live streaming are the marketing trends. Hard Rock Hotel Shenzhen has seized the window period of new media channels during the pandemic and increased online publicity.

随着Z世代逐渐成为中国的消费主力军，新媒体已成为触达消费者的主要渠道，同时短视频和直播已成为了市场的风口。在疫情期间，深圳硬石酒店牢牢把握住了新媒体发展的趋势，不断扩大线上的影响力。

 

Above all, the pandemic made reunion more precious than ever and people have come to cherish more the time they spend with their loved ones. Hotel is the place to connect people, and hospitality is caring about the people we serve or work together. I believe the story of how we overcome the pandemic will be told to the future hoteliers through generations.

最重要的是, 这场疫情让相聚变得更加弥足珍贵，人们开始更加珍惜陪伴家人的时光。酒店是连结人与人之间感情的地方，我们为所有宾客以及共事的伙伴提供热情周到的关怀。我相信，我们的抗疫故事将会被铭记，传递给未来一代又一代的酒店从业人员。