*筆者：繼上篇的麗晶酒店全球布局策略後，下篇分享的重點在於「如何建立一個旅館酒店品牌」，而這是目前台灣媒體在相關報導中較略而不談的部份，相當可惜(記者往往有時間及報導篇數的壓力，難以慢慢雕琢內容)，所幸有國外旅館專業媒體的報導，得以一窺洲際酒店集團在品牌經營上的心法，值得我們學習與借鏡。(→不禁對於 Silks club 及 Regent club 這二個定位為國內奢華酒店品牌的觀望程度又加深了…)

奢華酒店並非只是把一堆昂貴的精品與配置堆砌而已，還有許多軟硬體的層面需要仔細看顧，而更重要的是酒店品牌背後的經典傳承與文化資產，如同本篇報導所述的一樣，不然就猶如空殼喪屍與有靈魂的人之差異。一起接著來看看洲際酒店集團再造麗晶酒店所揭露的規劃細節。Cheers!

IHG executives detail relaunch of luxury Regent brand
(洲際酒店集團高層詳述麗晶品牌酒店的再造計劃─下篇)

香港洲際酒店的大廳酒吧 (圖片來源：香港洲際酒店官網 )

The relaunch is similar to the philosophy of the brand at its inception, he said.
洲際酒店集團全球奢華酒店品牌副總裁 Tom Rowntree表示，酒店品牌的再造類似於草創品牌的原理。

“It had a very clear vision at the time, and that was to create a new style of luxury for new luxury consumers,” Rowntree said. “It’s amazing how history comes full circle.
「麗晶酒店在創立之初有著非常清楚的願景，即『為新的奢華消費客群創造出一種新型態的奢華體驗』。而令人感到驚喜的是歷史在輪轉之間又回到了原點。」

“We have the amazing opportunity now to take this truly esteemed brand and reimagine it for a new era,” said Ginger Taggart, VP of global brand strategy at IHG.
洲際酒店集團全球品牌策略副總裁 Ginger Taggart說：「我們如今有了絶佳的機會獲得這個真正受人尊崇的酒店品牌，並為新的時代重新構思麗晶酒店的樣貌。」

IHG has crafted new elements pulling from the legacy and heritage of the Regent brand, she said.
Ginger Taggart表示，洲際酒店集團已從麗晶酒店的傳承與文化資產擷取出新的品牌元素。

According to Taggart, Regent has four hallmarks that a service level will bring to life:
根據Taggart的說法，麗晶酒店將有4個標誌性特色讓服務水準將得以喚醒提昇：

• Design innovation that is focused on creating personal havens for guests;
• A seamless journey that involves a technology interface and a high-touch relationship;
• Personal elements that can be added to a guest’s journey without additional costs; and
• Taking exceptional food and beverage and combining it with multi-sensorial experiences that include local art, music or scent.
• 創新的設計旨在為顧客創造出個人避風港之感。
• 賓客完整一體的體驗之旅包含了科技介面及高科技個性化的互動關係。
• 個人需求要素可增添至顧客的體驗之旅中，而無需額外收費。
• 提供優異的餐飲服務並結合多重感官體驗，包含當地藝術、音樂及香氛。

Every Regent location will have bespoke elements to tie it into its community, she added.
「每間麗晶酒店的所在地都將有與當地環境緊密結合且量身訂製的元素。」

“The very first one is the use of color,” Taggart said. “The core color for Regent will be the color celadon, linked to the color of ancient Chinese pottery, which was once so special it could only be used by royalty.”
再造麗晶品牌的首重部份在於顏色的選用，而麗晶品牌的核心顏色會是青瓷色(灰綠色)，這與古代中國瓷器的顏色有關。青瓷在古代中國是相當獨特絶美且僅能讓皇室使用。」

北宋汝窯青瓷蓮花式碗 (圖片來源：國立故宮博物院 )

Other colors will accent the brand’s historical design elements, said Sangeetha Ramkumar, global design director, luxury portfolio, for IHG.
洲際酒店集團奢華品牌全球設設計總監Sangeetha Ramkumar表示，麗晶酒店採用的顏色將強調品牌的歷史設計原素。

“Color has a very strong history of the language of luxury,” she said. “What we brought here was not just any color. It’s really rich regal tones to make sure the brand comes to life in a way that’s quite familiar, but also done in a way that’s very fresh, very young and very different.”
「色彩在奢華的語言中有著十分強大的歷史背景。我們所談論研議的可不是隨意抓一個顏色來用。這是個具有濃厚帝王色彩的基調以確保與麗晶品牌甦醒重生後的樣態極為接近，但又要同時能具有新穎、年輕、獨特的風格。」

Every lobby will have an awe-inspiring moment that could be a floral arrangement, lighting, sculptures or something else that’s artistic, Ramkumar said.
「每個酒店大廳都會有令人驚嘆的體驗時刻，可能來自於花藝、燈光、雕塑，又或者是其他藝術形式的呈現。」

Front desks will be staggered to allow more privacy for guests—one of the personal havens the brand will feature.
像是前檯接待區的部份會是交錯的設計，使得賓客有更多的隱私─而這就是麗晶品牌所強調的「個人的避風港」之一項體現。

“Views are very big for Regent,” Ramkumar said. “We want to make sure that every property maximizes the views. Even if we don’t have a view, we want to make sure that what we design outside … somehow is designed in the Japanese and beautiful Asian theme of ‘every view is something for me to see.’”
「至於景緻視野的部份對麗晶酒店是很重要的，我們想確保每間酒店都能把視野景觀最大化。就算我們酒店所在處沒有任何外在風景可看，我們仍想確保酒店的室外區域會設計成日式或其他美麗的亞洲風格主題，得以讓『每個視角都有可觀之處』。」

Scents will also play an important role in Regent’s experience, executives said.
洲際酒店集團高層表示，香氛也將在麗晶酒店的體驗中扮演重要的角色。

It all boils down to a major renovation of an iconic luxury brand, Channe said.
麗晶酒店集團的管理總監Justin Channe說道，"這一切歸結起來都是為了這代表性的奢華酒店品牌之重大改造計劃。"

“We haven’t forgotten the strong heritage and the DNA of the Regent brand,” he said. “We’ve taken all that in, and built on that to make it meaningful for today and tomorrow.”
“我們未曾忘卻麗晶酒店品牌強大的文化資產及構成要素。洲際酒店集團全都採納並以此再造麗晶，以期能讓麗晶酒店於現在及未來都雋永有味。"

香港洲際酒店令人驚嘆的大廳酒吧美景