W酒店的真正競爭對手在整軍數年後終於上陣?! The Standard酒店是「完美的複製體」？(笑)

關於「完美的複製體」一詞，是出自於日本動畫《葬送的芙莉蓮》第24話「完美的複製體」，在故事中，潛藏在零落的王墓深處、本體相當脆弱的「水鏡的惡魔」能夠完全複製侵入王墓迷宮的「來犯者」，創造出與來犯者的思考模式、實力、外貌一樣之複製實體，並進攻來犯者以達成終極自我防護的目的，於是，歷來難以攻克這個王墓迷宮。而本文的比擬方式，則是以W酒店為「芙莉蓮」，The Standard酒店是「完美的複製體」。當然，對於如此的角色分配感到「刺目 (閩南語)」者，可自行對調 (笑)。

本文標題「風聲傳言終以事實證明」，其實來自於先前「2024年百大酒店集團榜單」文所提及的內容，至於筆者在本文序言的部份，則是依據下方新聞稿的內容：「Standard酒店集團執行董事長(執行主席) Amar Lalvani 過去曾在喜達屋酒店集團領導W酒店品牌擴展全球版圖，而在2010年，Lalvani 出走加入 André Balazs 的 Standard酒店集團，並進而領導整個酒店集團」所做的推論，畢竟熟知與參與W酒店的產品設計內容與擴張歷程，自然會有能力提升另一個類似產品的內部與外部發展，而產品之間的競爭或對戰白熱化似乎是可以預見的。

事實上，W酒店與The Standard酒店的產品呈現仍有所差異，但設計概念有一定程度的相似，若真的「完全複製」，那肯定會有智慧財產權的官司纏訟。不過，這二個產品的「大膽 (boldness) 」、「創意(creativity)」、「潮趣 (trendiness & fun )」，並結合「夜生活」與「音樂」是共通的特色，只是W酒店會再偏細緻些(refined)，而The Standard酒店則看似較能與正在掘起的Z世代產生共鳴，至於市場主流的千禧世代也會對這二個產品有興趣。這看似「前後浪之爭」會是有趣的，而凱悅集團此次握有比安達仕酒店來得風格強烈、接近W酒店的產品，推測也是他們期待已久、可以「一吐怨氣」的「商戰武器」。

W酒店在國際旅館市場中一直是個相當獨特且較難以仿傚的產品，同時在喜達屋酒店集團在傳出要被併購的消息之際，被點名覬覦W酒店的其他國際連鎖酒店集團們之謠言不時傳出。至於在2010年出走喜達屋集團並加入Standard酒店集團的Amar Lalvani則是提升Standard酒店集團的內部與外部發展，而W酒店目前的全球據點數已突破65間，The Standard酒店則正在急起直追，未來這二個產品在國際旅館市場的表現，會是蠻值得觀察的部份。

一起看看凱悅集團在上個月8月20日所發佈的新聞稿說了些什麼。

Hyatt to Acquire Standard International and its Iconic Hotel Brands, The Standard and Bunkhouse Hotels, Expanding Its Leading Position in Lifestyle Hospitality
凱悅集團將收購Standard酒店集團及其標誌性酒店品牌The Standard酒店和Bunkhouse酒店，以擴大凱悅集團在生活風格酒店領域的領先地位

Formation of new lifestyle group to combine best-in-class lifestyle brand leadership and talent with Hyatt’s global distribution network and award-winning World of Hyatt loyalty program (凱悅集團將組成新的生活風格酒店集團，除了結合一流的生活風格酒店品牌領先能力和專業人才，再加上凱悅集團的全球分銷網路以及屢獲殊榮的凱悅天地忠誠會員計劃。)

CHICAGO (AUGUST 20, 2024) – Hyatt Hotels Corporation (NYSE: H) today announced the planned acquisition of the brands and most of the affiliates of pioneering lifestyle company Standard International, parent company of The Standard and Bunkhouse Hotels brands. This move enhances Hyatt’s position as the leader in the industry’s premier lifestyle space, building on both its organic growth and a series of acquisitions that quintupled the number of lifestyle rooms in Hyatt’s global portfolio between 2017 and 2023. The transaction is anticipated to close later this year, subject to customary closing conditions.

芝加哥(2024年8月20日)—凱悅酒店集團 (紐約證交所代號：H )今天宣布計劃收購生活風格酒店的領航者 Standard酒店集團 (The Standard和Bunkhouse Hotels品牌的母公司) 的品牌和大部分的附屬公司。凱悅集團的有機式成長和一系列企業收購使得凱悅集團品牌在生活風格酒店領域的總客房數在2017年至2023年之間增加了五倍，而收購The Standard酒店集團則強化了凱悅集團作為業內頂級生活風格酒店領域的領導者地位。這收購案預計在今年稍晚完成，並且要符合特別成交條件。

The planned acquisition will continue Hyatt’s evolution to a brand- and experience-driven company. The acquired portfolio will be 100 percent asset-light and includes management, franchise and license contracts for 21 open hotels with approximately 2,000 rooms, including The Standard, London, The Standard, High Line in New York City, The Standard, Bangkok Mahanakhon and boutique treasures like Hotel Saint Cecilia in Austin, Texas and Hotel San Cristóbal in Baja California, Mexico. Following the closing of the transaction, Hyatt plans to integrate these hotels into World of Hyatt, bringing this portfolio of celebrated lifestyle properties to the program’s 48 million loyalty members.

此次所規劃的收購案將使凱悅集團繼續朝向品牌和體驗驅動型的酒店集團發展。該收購案將是100%輕資產的商業策略，包括21家總客房數約2,000間的委託管理(直營)、特許經營(加盟)和授權經營(品牌授權)開發合約，其中包括The Standard London、The Standard High Line New York City、The Standard Bangkok Mahanakhon，以及如瑰寶般的精品酒店，比方位於美國德州奧斯汀的Hotel Saint Cecilia和墨西哥下加利福尼亞州的Hotel San Cristóbal。在收購案完成後，凱悅集團規劃將這些酒店納入凱悅天地會員制，為該計劃的4800萬忠誠會員帶來這一著名的生活風格酒店品牌。

With this transaction, Hyatt will form a new dedicated lifestyle group that will be headquartered in New York City. Led by Standard International’s Executive Chairman Amar Lalvani, the lifestyle group will leverage Hyatt’s best-in-class operational and loyalty infrastructure while assuming distinct leadership across key functions including experience creation, design, marketing, programming, public relations, restaurants, nightlife and entertainment. The new lifestyle group will be made up of the talented Standard International team as well as Hyatt colleagues – more details about the lifestyle group will be shared following the closing of the transaction.

藉由這項收購案，凱悅集團將形成一個新的專精於生活風格產品的酒店集團，並將全球總部從芝加哥遷移至紐約市。在Standard酒店集團執行主席(執行董事長) Amar Lalvani的帶領下，這個生活風格酒店集團將憑藉著凱悅集團一流的營運及會員制架構，同時在體驗創造、設計、行銷、規劃、公共關係、餐飲、夜生活和娛樂等關鍵領域發揮獨特的領導作用。這個新的生活風格酒店集團將由才華洋溢的The Standard集團團隊以及凱悅集團的團隊共同組成—至於有關這個新的生活風格酒店集團之更多資訊將在收購案完成後公佈。

Upon closing, the sale will cap a successful investment for Sansiri PLC, which acquired a majority position in Standard International in 2017 and facilitated the company’s international expansion. Sansiri will continue to own several properties that will be managed or franchised under the acquired brands.

此收購案完成後將為泰國地產開發商尚思瑞的成功投資畫上句點，該公司於2017年收購了 Standard酒店集團的多數股權，並促進了該集團的全球擴張。尚思瑞公司未來將繼續持有幾間物業，並以所收購的酒店品牌進行管理或特許經營。

“The team behind Standard International has created a unique and award-winning portfolio of brands and properties that turn the status quo on its head and have attracted a loyal following among the most discerning lifestyle guests for the past 25 years,” said Mark Hoplamazian, President and Chief Executive Officer, Hyatt. “These properties truly drive the zeitgeist, creating destinations unto themselves with celebrated and talked-about programming and events, such as the Met Gala afterparty. We are thrilled to welcome Standard International’s properties and team to the Hyatt family with the newly created lifestyle group and draw on their brilliance, creativity, culture and innovation.”

凱悅集團總裁暨執行長 Mark Hoplamazian表示：「The Standard酒店集團的管理團隊創造了獨特且屢獲殊榮的品牌和酒店，徹底改變了現狀，並在過去25年內吸引了對於生活風格酒店最挑剔的客人，並讓其中的客人成為忠實的追隨者。他們的酒店真正推動了時代精神，透過著名且廣受關注的節目和活動（例如 Met Gala餘興派對）將自己創造成為旅遊目的地。我們非常高興地歡迎The Standard酒店集團的酒店和團隊加入凱悅集團的大家庭當中，加入新創建的生活風格酒店集團，並善用他們的專業才華、開創能力、文化涵養和創新能力。」

Upon closing, Lalvani will take on the role of President & Creative Director of the lifestyle group, overseeing the integration of the brands to be housed within the group while ensuring and enhancing the integrity, innovation, creativity and growth of each individual lifestyle brand.

收購案完成後，Amar Lalvani 將擔任凱悅集團生活風格品牌群的總裁兼創意總監，負責監督生活風格品牌群的內部整合，同時確保和強化每個生活風格品牌的完整性、創新性、創造能力和發展。

Lalvani led the global development of W Hotels and then in 2010 partnered with André Balazs on The Standard brand. In 2013, Lalvani formed Standard International and acquired The Standard brand from Balazs and followed that with an acquisition of a majority stake in The Bunkhouse Group from its founder Liz Lambert and her partners. Thereafter, Lalvani spearheaded the transitions of both companies from founder-led start-ups to globally recognized brands through the development of landmark properties.

Lalvani 過去曾領導喜達屋酒店集團時期的W酒店全球發展，後來在2010年合夥加入 André Balazs 的 Standard酒店集團。 2013年，Lalvani 成立了Standard International公司，從 André Balazs 收購了The Standard酒店品牌，隨後再從Bunkhouse酒店集團的創始人 Liz Lambert及其合夥人手中收購了公司多數股權。此後，Lalvani 透過開發地標級物業，帶領兩家公司從創辦人所領導的新創公司轉型為全球知名酒店品牌。

“We waited a long time to find the right company with whom to join forces,” said Lalvani. “In choosing Hyatt, we tap into a powerful global infrastructure and loyal guest base. I am very proud that our team has delivered on the potential we saw with The Standard and Bunkhouse Hotels and am honored that Hyatt appreciates how special our brands, properties, and – most importantly – our people are. We have a shared vision for the enormous potential that still lies ahead. I would be remiss not to express my gratitude to Hyatt for taking this bold step forward and to Sansiri who has been instrumental in supporting our efforts.”

Standard酒店集團執行主席(執行董事長) Amar Lalvani說：「我們等待了很長時間才找到合適的公司來合作。 選擇凱悅酒店集團，我們得以運用強大的全球佈局和忠誠會員資料庫。我感到非常自豪的是，我們的團隊已經實現了我們在 The Standard 和 Bunkhouse Hotels 中所看到的潛力，並且我很榮幸凱悅集團欣賞我們的品牌、酒店以及最重要的是我們的員工所具備的獨特性。對於The Standard與Bunkhouse酒店的未來依舊具有巨大的開發潛力是我們共同的願景。如果我不向願意邁出這大膽的一步的凱悅集團以及對支持我們的努力起關鍵作用的地產開發商尚思瑞表達感謝之意，那就是我的疏失了。」

In addition to The Standard and Bunkhouse Hotels brands, Standard International’s brand portfolio includes Peri Hotels and its two newest additions, The StandardX, which launched this month in Melbourne, Australia, and The Manner, which launches next month in Soho, New York in time for New York Fashion Week. Beyond its hotel brands, the portfolio includes world-class restaurant and nightlife concepts including The Boom Boom Room, The Standard Grill, The Standard Biergarten, Café Standard, Lido Bayside Grill, Jo’s Coffee as well as iconic rooftop venues including Le Bain, Decimo, Sweeties, UP, Ojo and Sky Beach.

除了 The Standard和 Bunkhouse Hotels 二個酒店品牌外，Standard酒店集團旗下品牌還包括 Peri Hotels 以及二個最新品牌：本月(8月)在澳洲墨爾本推出的The StandardX 和下個月(9月)在美國紐約蘇活區推出的The Manner，後者正好趕上紐約時裝週。除了酒店品牌外，集團旗下的產品還包括世界級的餐廳和夜生活概念場所，包括The Boom Boom Room、The Standard Grill、The Standard Biergarten、Café Standard、Lido Bayside Grill、Jo’s Coffee 以及標幟性的高空頂樓場地，包括Le Bain、 Decimo、Sweeties、UP、Ojo 和 Sky Beach。

The acquisition includes more than 30 projects with a signed agreement or letter of intent, including new properties expected to open over the next 12 months: The Standard, Pattaya Na Jomtien, The StandardX, Bangkok Phra Arthit, as well as Bunkhouse Hotels Saint Augustine and Hotel Daphne. Standard International has also developed a robust residential business with Standard Residences under development in Miami, Lisbon, Phuket, Hua Hin and Mexico City as well as completed Bunkhouse Residences at the Hotel Saint Cecilia in Austin.

此次收購案包含 30多個已簽署協議或意向書的開發項目，其中包括預計將在未來12個月內開幕的新酒店：The Standard Pattaya Na Jomtien、The StandardX Bangkok Phra Arthit 以及 Bunkhouse Hotels Saint Augustine 和 Hotel Daphne。Stanadard酒店集團也開發了強大的酒店式住宅事業，在邁阿密、里斯本、普吉島、華欣和墨西哥城都開發了Standard住宅產品，並在奧斯汀的Hotel Saint Cecilia 完成了Bunkhouse 酒店式住宅案。

Upon closing, Hyatt will pay a base purchase price of $150 million, with up to an additional $185 million over time as additional properties enter the portfolio. Stabilized fees associated with the base purchase price are anticipated to be approximately $17 million and, to the extent the contingent purchase price is paid, additional stabilized fees are anticipated to be up to approximately $30 million.

交易完成後，凱悅集團將支付1.5億美金的基本收購價，而隨著更多據點開幕，凱悅集團還將額外支付高達1.85億美金的收購費用。與基本收購價連帶的營運穩定費預計約為1700萬美金，而在支付或有收購價的情況下，預計額外的營運穩定費約3000萬美金

In connection with the transaction, Moelis & Company LLC served as financial advisor to Hyatt and Venable LLP acted as its legal advisor.

在此次交易中，美馳公司擔任凱悅集團的財務顧問，Venable律師事務所擔任其法律顧問。

The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.

為方便起見，本新聞稿中使用「凱悅」一詞來指稱凱悅酒店集團和/或其一個或多個附屬公司。

MEDIA CONTACTS:
Franziska Weber
Hyatt
franziska.weber@hyatt.com

Lara Bogossian
Standard International
lara.bogossian@standardhotels.com

INVESTOR CONTACTS:
Adam Rohman
Hyatt
adam.rohman@hyatt.com

Tara Atwood
Hyatt
tara.atwood@hyatt.com