*筆者：未來的Taipei Sky Tower 規劃即是本篇討論的雙品牌經營模式。然而一體兩面，有利自然會有弊，要如何將不利的因素降至最低，亦是業主經營時要注意到部份。看看產業專家的評論為何。Cheers!
Dual-brand hotels usher in new era as bigger properties go out of style
(雙酒店品牌時代來臨，巨大量體的酒店退潮流)
By eHotelier editor | May 4th, 2017
As the hotel industry learns to streamline costs and position itself to be more competitive against entities like Airbnb, many of the world’s leading hotel owners have taken to combining multiple concepts under one roof in a trend known as dual-brand hotels.
當旅館業學到將成本與產品定位變得有效率，並更有能力去對抗Airbnb之類的新興事業體之際，許多大型國際連鎖酒店品牌的業主已著手結合多品牌概念於一建築體當中，此即「雙品牌酒店」的意涵。
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Aloft / Element at DAL ( photo: courtesy of Atlantic Hotel Group) (雅樂軒與源宿相結合)
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“When was the last time you saw a new 800-room Marriott? That day is over,” said Tom Engel, head of Boston-based hotel advisory and asset management firm T.R. Engel Group. “They’re white elephants.”
位於美國波士頓市的旅館資產管理顧問公司" T.R. Engel Group" 的老闆 Tom Engel：「你上次看到有800間客房的新萬豪酒店是什麼時候？這樣量體的新酒店已像白象般地罕見。」
While vast singular hotels serve their purpose in the market, especially as it pertains to large events and conventions, dual-brand properties are the future of the industry, said Mr Engel.
Engel 表示，雖然單一大量體的酒店在市場上有其經營目標，尤其是規劃為承接大型會展類型的酒店，但雙品牌酒店會是業界未來發展的方向。
The concept became increasingly popular as developers aimed to own all corners of a market by pairing hotels from different cost segments under the same roof. The benefit of this effort was twofold: it brought the best of both brands to more guests, and consolidated back-of-house operations like housekeeping.
這種「雙品牌」的概念已越來越被接受，因為業主與開發商企圖藉由擁有不同成本區塊的配對酒店品牌儘可能掌握各客層的市場。這種舉措會有加乘的益處：這二個品牌會帶來更多的顧客，而後場部門的營運如房務部門等也能統一分派運用。
“I think the idea of large and replicated is gone,” said Gary Isenberg, President of asset and property management services at New York’s LW Hospitality Advisors. “People want individuality and local flare through smaller hotels.”
而紐約的資產物業管理公司 「LW 旅館顧問公司」總裁 Gary Isenberg 說：「我認為大規模且複製般的酒店籌備規劃想法已成過去式。顧客想要經由較小規模的酒店獲得獨特性與當地風采的體驗。」
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Le Meridien/AC Hotel (photo: courtesy of White Lodging ) (艾美與萬豪AC酒店相結合)
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The power of two 雙品牌的力量
It all comes down to competition, Mr Isenberg said, and a dual-brand property is a great way to compete against other brands. The power of two different hotel flags operating under the same roof (albeit from a smaller footprint) can discourage developers from building new supply near the dual-branded concepts. It also gives hotel developers a tighter control of room inventory by having smaller room counts.
Isenberg接著說，這一切都要歸結到市場競爭，而雙品牌合一的酒店是對抗其他單一品牌的利器。雙品牌結合在同一建築體的酒店(儘管品牌各自的量體規模較小)能讓其他開發商與業者避免在其附近開設新據點。同時，雙品牌合一經營能讓業主因為有較小規模的客房數而得以更準確地調控房間。
Another plus is lack of available space for such large concepts in today’s markets. Whereas a market may not be able to support a single 300-room hotel, it could accommodate two smaller brands, each with 150 rooms operating akin to a boutique hotel.
雙酒店品牌合一經營的另一個優勢是現今酒店市場越來越欠缺巨大建築量體酒店的經營空間。因為一個旅館市場可能無法支撐一家有300間客房的酒店，但卻有可能容納二個較小規模的酒店品牌，並用類似精品旅館的方式以各自150間客房的方式來經營。
By Cameron Sperance from Forbes
(更多來自於Forbes.com 的原文內容 按此 )
(以下節錄自Forbes.com 的原文內容 ，為「雙品牌經營」概念提供相對留意之處)
While dual-brand hotels seem to be on the rise, a potential downturn in the economy could lead to a slowdown. While the concepts are able to maintain distinct identities and room rates in the current strong market, it might be more difficult to do so in a flat economy.
雖然雙品牌酒店似乎有興起的趨勢，但在經濟面上的潛在衰退可能導致發展減緩。即使這樣的概念能夠在現今成長力道強勁的市場維持顯著的特質與房價，但在趨疲衰敗的經濟時期，就可能更難操作。
“If you own a 400-room property split into a 200-room Hilton Garden Inn and a 200-room Hampton Inn, in theory the Hilton should be charging more,” Isenberg said. “In a softer market, those price points aren’t going to be as different, and you’re going to be competing against yourself.”
Isenberg接著說：「如果你擁有分拆成200間希爾頓花園酒店及200間希爾頓歡朋酒店的400間酒店量體，照理說希爾頓應該再多收取相關的費用(因有二個品牌的關係)。在疲軟的市場景氣中，這些收費項目並不會跟著有所調整，而這也會演變成自己的旗下二個品牌相互競爭。這是該留意的地方。」
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Crowne Plaza / Staybridge Atlanta (photo: courtesy of Spire Hospitality ) (左半: 皇冠假日與 Staybridge Suites相結合)
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派屈克沈的旅館園地 
先前去了一趟莫斯科，入住一間Ibis Paveletskaya，與Mercure, Adagio共構的飯店，健身房spa共用、lobby連通，但氛圍大異其趣，是還蠻有趣的一次入住經驗。
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很不錯哦! 謝謝分享! 🙂
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