近日在臉書分享了台北淡水逸衡酒店的場勘照片，而這篇耽擱有一陣子的「廣告編輯文」也算是可以順勢刊出。

「逸衡酒店(Even Hotels)」是洲際酒店集團於2012年自創並以「健康養生」為產品核心的高端酒店品牌，而在2022年品牌屆滿10週年之際，洲際酒店集團進行產品升級工程，推出「逸衡酒店3.0版*」，除了提供更具彈性且貼近顧客需求的服務、規格外，同時也考量到酒店業主在興建與營運層面上的效益需求。附帶一提的是，由洲際集團於2017年推出的自創中階品牌「Avid酒店」，則是全然以中產階級消費者及中小型酒店業主的籌建、經營立場為考量設定，同時補強自有的中階品牌區塊之不足，也似乎「有機會」讓台灣消費者揮別旅館房價「是在貴三小朋友?!」的抱怨，當然，智選假日酒店(Holiday Inn Express)是洲際集團家族中價格最實惠的品牌。
*筆者按: 撰文時，比對早期的宣傳影片，發覺原以為2022年公佈的是2.0版，實際上應該是3.0版本的產品。另外，就側面了解，智選假日酒店也已經進展至3.0版本。

在上一篇的雅高文及本篇逸衡文，都可以見到雅高與洲際集團在產品策略上的調整與精進，同時這二個國際連鎖酒店集團在「自我覺察(self-awareness)」能力都相當專業，清楚自身與外在市場的相對定位在哪裡、有何不足之處*，並已建立起「什麼時間點(階段)該做什麼事」的發展模式，這在其他國際連鎖酒店集團也常可見到。相對於國外產品的完整與明確，像是預設的客群、特定體驗的設定、服務程度的多寡乃至於硬體規格的規劃等面向，國內旅館業者的產品則經常停留在表象層次或花費時間、精力在一些似是而非的概念*上。
*筆者按01: 另可參考先前的「洲際集團執行長」文。
*筆者按02: 比方「文創」就是一例，至於其他產業要怎麼使用「文創」一詞則與本園地無關

筆者旁觀國內具規模的旅館飯店業者發展的相關資訊數年，將國際連鎖酒店集團的產品與之作比較，總是覺得國內業者無法給出讓人滿意、認可的作品(產品)，許多20~40年(以上)資歷的業者即便以「單一飯店改裝」之舉回應「產品升級」，但那往往不是「升級」而是來自於執業者「提供舒適的住宿環境」之義務。由於當事者改裝所依據的原因與標準不明，有時甚至來自「跟風」，再加上所謂的「新版改裝」無法全面擴及所有據點，遑論根據開發合約說服加盟與直營的業主依約升級更新，這與真正的「產品升級」有所差距。此外，許多資深業者也尚未給出「產品在未來的明確發展」、「長期策略」，若只是「去年有賺錢、轉虧為盈」之「財報讀稿機」、「只要做好服務就可以」，但提不出具體的未來十年發展策略，包含「產品如何因應市場趨勢做階段性調整」，就國際業界的常態，這樣的狀況往往就是「退步」，並進而導致「看誰會砸錢收購X業者以擴大市佔率或者是再轉手賣*」，然而台灣市場目前尚且還算是「養老寶地」，暫時不太會有上述的「殘酷生死戰」、「玩弄資產」之情事，新竹還榮登「養生村」之位，因此仍有進步空間。
*筆者按: 麗晶酒店集團早期曾淪為國際業界的轉賣標的，可謂「破落的貴族」。

一起看看逸衡酒店的改版升級，也想想台灣的產品能何去何從。

IHG Hotels & Resorts Evolves Upscale EVEN Hotels Brand, Broadening Guest Appeal and Increasing Owner Value

洲際酒店集團發展高端逸衡酒店品牌，擴大顧客吸引力並提高業主價值

2022/09/22 IHG Press Room

IHG Hotels & Resorts (IHG), one of the world’s leading hotel companies, today unveiled the latest evolution of its upscale EVEN Hotels brand through an updated design, refreshed restaurant and integrated wellness experience. Developed in collaboration with franchisees, the new EVEN Hotels prototype will be more efficient to build and operate, making investment in the brand more attractive in more markets and driving future growth.

全球領導酒店集團之一的洲際酒店集團在今天公佈了其高端酒店品牌逸衡酒店的最新發展─
升級的設計規劃、煥然一新的餐廳和全面整合的健康養生服務。 新的逸衡酒店模組是與特許經營商共同合作開發的，其建造和營運的效率將更高，從而使該品牌的投資在更多市場中更具吸引力，並推動未來的成長。

With 50 global hotels open or in the pipeline, EVEN Hotels was created to keep travelers’ wellness routines going however they choose to define them. The brand’s evolution will broaden EVEN Hotels’ appeal and capture more demand from guests looking to stay well when they travel for business or leisure.

逸衡酒店目前在全球已有50間營運中及籌建中的據點，品牌宗旨是讓旅客即使出門在外，仍可保持自身的健康養生習慣，不論他們是如何定義自己的習慣。 新的品牌發展將擴大逸衡酒店的品牌吸引力，並滿足對於商務或休閒旅行之際保持良好身心狀態的賓客之需求。

The new changes are designed with flexibility and choice in mind, making EVEN Hotels an attractive option for any traveler whether they desire a wellness-minded lifestyle experience or are simply seeking an upscale stay. The new EVEN Kitchen & Bar restaurant operates within a focused service model, and features a menu that meets the needs of guests wanting to eat healthy on the road while also offering a number of options for guests wanting to indulge. Additionally, the prototype includes enhanced in-room fitness options delivered through three new room types, each featuring experiences that increase the potential for premium rates and give guests more workout choice.

這次新的調整變化在設計時有考量到了靈活性以及選擇性，使得逸衡酒店對於任何旅行者來說都是一個具備吸引力的住宿選項，無論他們想要的是健康養生的生活方式體驗或純粹尋找一個高端型住宿。 更新的 EVEN Kitchen & Bar 餐廳採用集中服務模式營運，其菜單除了可以滿足想要在旅途中保有健康飲食之顧客需求，同時也為想要盡情享受的客人提供多種選擇品項。 此外，新版模組還包含透過三種新房型提供強化的客房健身選項，這三種房型體驗都具備增加溢價潛力並能為住客提供更多運動選項。

Raul Ortiz, VP, Global Marketing and Brand Management for EVEN Hotels, said: “EVEN Hotels is a strategic long-term priority for IHG Hotels & Resorts. Enhancing the brand experience to reach even more guests while driving increased owner returns is the way we are growing EVEN Hotels. Our core mission is to put wellness while traveling within reach for more people. Our new offerings and richer experiences appeal to more travelers and owners.”

逸衡酒店全球行銷與品牌管理副總裁 Raul Ortiz表示：「逸衡酒店是洲際酒店集團的長期策略重點。 強化品牌體驗以吸引更多客人，並提高酒店業主的投資報酬程度，是我們發展逸衡酒店的方式。 我們的核心使命是讓更多人在旅行時達成健康養生的目的。 我們新升級的產品和更豐富的住宿體驗吸引了更多的旅客和酒店業主。”

The signature hallmarks of the enhanced EVEN Hotels experience include:

強化的逸衡酒店體驗之特色包括：

● Restorative Moments: A signature sleep experience, spa inspired showers, and infused water and complementary nightly tea service in the lobby to help guests restore and recharge.

復原療癒時刻：標誌性的睡眠體驗、水療風格的淋浴設備、大廳所提供的水果風味水及免費的晚間茶服務可幫助客人恢復活力。

● F&B that Flexes for You: A focused offering restaurant featuring menu options that range from fresh and nutritious to crave-able and indulgent, complemented by a 24/7 market.

為您設想的餐飲：重點式供餐的餐廳服務(EVEN Kitchen & Bar)，提供從新鮮營養到令人垂涎欲滴的各種餐點選項，並輔以24小時營業的自助商店(The Cork & Kale Market)。

● Keep Moving your Way: State-of-the-art athletic studio, choice of in-room fitness experience, complimentary on-demand digital content, and free daily laundry service for workout gear.

助您動滋動：最先進的健身中心、客房健身體驗的住房選擇、免費的隨選數位節目內容以及每日免費送洗健身服裝的服務。

EVEN Hotels will showcase its evolved brand this week at the annual Lodging Conference in Phoenix, and guests will begin seeing elements of the new design at upcoming openings in Austin and Waco, Texas; Bozeman, Mont.; Portland, Ore. and Long Island City, N.Y. Additionally, EVEN Hotels will soon enter the San Diego market with a recently signed new dual-branded property (along with Staybridge Suites) scheduled to break ground in 2023.

本週逸衡酒店將在美國鳳凰城舉辦的年度旅宿業大會上展示其持續發展的策略，與會者將可見位於德州奧斯汀市和韋科市、蒙大拿州博茲曼市、俄勒岡州波特蘭市及紐約州長島市即將開業的各家逸衡酒店所呈現的新設計元素。此外，逸衡酒店即將進駐聖地牙哥市，當地最近簽定的新雙品牌酒店(逸衡酒店與Staybridge Suites)預計在 2023年破土動工。

To learn more about EVEN Hotels and book a stay, visit EVENHotels.com.
如需了解有關逸衡酒店的更多資訊以及訂房，請造訪 EVENHotels.com。(業主、開發商請造訪此處)

“Well” on the Way: IHG Hotels & Resorts’ EVEN Hotels Continues Momentum

「好」運當頭：洲際酒店集團旗下的逸衡酒店持續擴展動力

25 Sep 2023 at 12:10 pm eHotelier.com IHG Hotels & Resorts

EVEN Hotels – part of IHG Hotels & Resorts (IHG), one of the world’s leading hotel companies with more than 6,200 destinations across 19 brands – is celebrating its growth momentum and positive response from guests and owners following the unveiling of its reimagined prototype and brand identity. The upscale, select service and wellness-focused brand plans to open seven additional U.S. properties by the end of 2024 – which will increase its national footprint by nearly 40 percent – while also integrating elements of its refreshed look and offerings throughout its portfolio.

全球領導酒店集團之一，在全球各個旅遊目的地擁有19個酒店品牌、6,200多間酒店的洲際酒店集團，旗下的逸衡酒店正藉由新的品牌模組及辨識策略慶祝其發展動能及來自顧客與業主的正向反饋。 這個專注於高端精選服務和健康養生的酒店品牌規劃在2024年底前於美國再開出7家品牌酒店，這將使逸衡酒店在全美境內版圖增加近4成，同時還將品牌煥然一新的外觀設計和產品服務的元素整合到逸衡酒店據點當中。

Featuring a flexible design welcoming of new build, conversion and renovation properties, EVEN Hotels’ evolved prototype reduces costs to build and operate for owners compared with its earlier model while also accommodating travelers’ varying wellness definitions and routines. EVEN Hotels integrates wellness touches throughout the guest experience, including three unique room types with exercise options ranging from light equipment to fitness walls or spin bikes. Guests also can relax and restore through spa-like showers, complimentary nightly tea service, and a signature sleep experience with cooling natural fiber sheets, pillowtop mattresses and dimmable lighting.

逸衡酒店新研發的品牌模組以「靈活的設計」為其特色，適合於新建、改裝換牌和整修翻新的旅館物業，與第一版的設計相比，這個更新版本減少了業主的興建和營運成本，同時也採納、考量到旅客之間對於「健康養生」所認知的不同定義與習慣。 逸衡酒店將健康養生的特色融入到整體顧客體驗中，包括三種獨殊房型配置從簡易(輕型)設備到健身牆或飛輪車等多種客房運動選項。 住客還可以透過水療式淋浴、免費夜間茶水服務，以及涼爽的天然纖維床單、加厚床墊和可調亮度的照明設備等特色睡眠體驗，在住宿期間放鬆身心並且恢復活力。

Scheduled to open in late 2025, the recently signed EVEN Hotel Charlotte will be the first to fully feature the brand’s new design prototype. Located near Charlotte Douglas International Airport in a mixed-use development also owned by hotel owner and manager Royal Panthera, the next-generation hotel will provide access to 131 guest rooms, nearly 1,700 square feet of meeting and event space, and EVEN Hotels’ signature Athletic Studio. Additionally, EVEN Hotel Charlotte will feature the brand’s EVEN Kitchen & Bar custom restaurant concept. The EVEN Kitchen & Bar menu includes a range of bites, beverages and balanced meals to satisfy the tastes of both guests trying to eat healthy on the road and those wishing to eat more indulgently, with a neighboring 24/7 market providing additional grab-and-go choices.

近期簽定開發合約的美國北卡羅來納州夏洛特逸衡酒店(EVEN Hotel Charlotte)計劃於2025年底開幕，這將是首間全面採用新品牌模組的酒店。 這間新版本的逸衡酒店位於夏洛特道格拉斯國際機場附近的綜合開發案當中，該開發案也由酒店業主和管理者Royal Panthera 所擁有，夏洛特逸衡酒店總客房數為131間、配置近1,700 平方英尺的會議活動場地以及逸衡酒店標誌性設施─Athletic Studio健身中心。 此外，夏洛特逸衡酒店還將採用該品牌的 EVEN Kitchen & Bar 客製化餐廳概念。 EVEN Kitchen & Bar 菜單包括一系列小吃、飲料和營養均衡的餐點，可滿足想要在旅途中健康飲食的客人以及希望吃得更豐盛的顧客，而餐廳旁的24小時自助商店(The Cork & Kale Market)則提供額外的餐點外帶服務。

Raul Ortiz, VP, Global Marketing and Brand Management for EVEN Hotels, said: “With more than 50 open or in pipeline global properties, EVEN Hotels is poised to capture a greater share of travelers wishing to stay well – however they define it – in the future. We’re encouraged at how the evolution of our brand and on-site offerings has resonated with guests and owners so far. We look forward to bringing the EVEN Hotels experience and our vision for flexible, wellness-minded travel to more markets.”

逸衡酒店全球行銷和品牌管理副總裁Raul Ortiz表示：「逸衡酒店擁有全球超過50家營運中及籌建中的據點，並且準備好在未來吸引更多希望在出外旅行仍能保持良好身心狀態的旅客(無論他們如何定義)。 到目前為止，我們的品牌發展以及旅館現場的服務對於顧客和業主產生了認同與共鳴，這讓我們深受鼓舞。 我們期待將逸衡酒店的體驗以及我們對於彈性靈活、健康養生的旅行願景帶到更多市場。」

The EVEN Hotel Charlotte signing is just the latest milestone in the brand’s fast-paced growth across the U.S.:

EVEN Hotel Charlotte(夏洛特逸衡酒店)的合約簽定是該酒店品牌在美國快速成長的最新里程碑。

● EVEN Hotel Austin Uptown is scheduled to open before the end of 2023 adjacent to The Domain mixed use complex in the heart of the Texas capital.

EVEN Hotel Austin Uptown(奧斯汀上城逸衡酒店)計劃於 2023 年底前開幕，該酒店毗鄰德州首府中心地區的 The Domain大型購物中心。

● A second Texas hotel – EVEN Hotel Waco – University Area – is on track to open in late 2023, offering 132 rooms for travelers visiting Baylor University or attending events at the Waco Convention Center.

德州第二家品牌酒店— EVEN Hotel Waco – University Area (韋科大學城逸衡酒店)預計將在 近2023年底開幕，為拜訪貝勒大學或參加韋科會議中心之大型活動的旅客提供132間客房的住宿容納量。

● The brand’s third Pacific Northwest property also plans to open later this year in Beaverton, Ore., joining EVEN Hotels in Seattle and Eugene, Ore. An additional northwest U.S. hotel in Bozeman, Mont. is under construction ahead of a planned 2024 opening.

該品牌在太平洋西北地區，繼西雅圖市和俄勒岡州尤金市的逸衡酒店之後的第三間據點也計劃在今年晚期在俄勒岡州比弗頓市開幕。而在美國西北部蒙大拿州博茲曼市也開設另一間逸衡酒店， 目前正在興建中，計劃於2024年開幕。

● EVEN Hotels’ Florida presence will grow in the coming years, with recent groundbreakings in Orlando and Miami’s Sweetwater – Doral neighborhood preceding scheduled 2024 openings.

逸衡酒店在佛羅里達州的開發業務將在未來幾年內不斷擴大，近期在奧蘭多市和邁阿密- 戴德縣(Miami-Dade County)的Sweetwater – Doral區域破土動工的開發案，計劃於2024年開幕。