酒店式服务公寓

1、1雅诗阁国际雅诗阁国际2International Serviced Apartment Development Potential in China国际酒店式服务公寓国际酒店式服务公寓在中国的发展潜力在中国的发展潜力罗臻毓罗臻毓 中国区域总经理中国区域总经理Lucas Loh China Country General Manager31. Concept 基本概念基本概念2. Key Success Factors成功因素成功因素3. Operation Mode运作模式运作模式4. The Future Outlook未来前景未来前景Content 内容内容4Concept 概念概念5O

2、verview of Lodging Industry 住宿业概览住宿业概览Lodging Industry 住宿业住宿业Short Stay Lodging 短住短住(Typically Less Than 1 week一般1周内)Extended Stay Lodging长住长住(Typically from 1 week to 1 Year 一般1周至1年)Bed &Breakfast食宿型食宿型Motels 汽车旅馆汽车旅馆 Bondi Beach Homestay Super 8 Motels TraveLodge Four Seasons (5*) 四季 Crowne Pl

3、aza (4*) 皇冠 Best Western Inn (3*) Ibis Hotel (1* to 2*) Homewood Suites Residence Inn Extended Stay America Homestead Village Ascott 雅诗阁雅诗阁 Oakwood FraserCategories 类别类别Types 形式形式Key Characteristics主要特征主要特征 Only B & B , 只有食宿 No other facilities 无设施 Family-run / privately owned 家庭式或私人管理Examples代表

4、代表 Minimum or no facilities 极少或无设施 Typically located in outskirts/greater city center 大多地处郊区 Range of facilities, location, design & size depend on hotel star ratings设施配备齐全,选址,装饰及规模按其星级标准而各不相同 Luxury Apt with kitchen 豪华套房 备有厨房 Min or no facilities极少或无设施 Minimum services部分服务 Apt with kitchen 备有厨房

5、 No facilities & services 无设施,无服务 Apt with kitchen 备有厨房备有厨房 Range of facilities & services depend vary 按不同的档次而按不同的档次而配备设施配备设施1Hotels 酒店酒店All-Suite Hotels 套房式酒店套房式酒店Limited Service Hotels 简单服务酒店简单服务酒店 Serviced Apartments 酒店式服务公寓酒店式服务公寓6What is a Serviced Apartment? 什么是酒店式服务公寓什么是酒店式服务公寓A servi

6、ced apartment is , complete with KITCHEN FACILITIES and is usually RUN BY AN ON-SITE MANAGEMENT TEAM and OFFERS A RANGE OF ADDITIONAL SERVICES 酒店式服务公寓设施齐全酒店式服务公寓设施齐全, 厨房配备完整厨房配备完整, 并由一群驻店的管理并由一群驻店的管理队伍提供全面的优质服务队伍提供全面的优质服务. A serviced apartment has FLEXIBLE RENTAL PERIODS from ONE WEEK TO ONE YEAR OR

7、 MORE 酒店式服务公寓提供灵活的租赁期酒店式服务公寓提供灵活的租赁期,由由1周起至周起至1年或更长年或更长.7Serviced Apartments 酒店式服务公寓酒店式服务公寓Stand-Alone Development独立运作独立运作Mixed Use Development综合运作综合运作Hotel Development酒店运作酒店运作Run exclusively as serviced apartment, similar to private residential apartments 酒店式服务公寓完全独立运作, 类似独立住宅公寓. Contains more than

8、 one revenue-producing component. Additional component is usually a retail component. eg. serviced apartment is above the shopping mall拥有多个营业收入场所,通常是商场. 如酒店式服务公寓建在商场上 The serviced apartments are incorporated as part of an hotel itself. The serviced apartment component is separated from the hotel suc

9、h that they are either housed in separate wings or on different floors 酒店式服务公寓作为酒店另一部分操作, 通常是从酒店分出来的另一栋公寓楼,附楼或不同楼层.Classification of Serviced Apartments 酒店式服务公寓的类别酒店式服务公寓的类别What is a Serviced Apartment? 什么是酒店式服务公寓什么是酒店式服务公寓8Typical Settings of A Serviced Apartment典型酒店式服务公寓配置典型酒店式服务公寓配置39Key Success

10、Factors成功因素成功因素10 Positive Externalities 天时 Geographical Advantages 地利 Competitive Controllable人和3 Key Success Factors 三项主要成功因素三项主要成功因素11Economy 经济状况经济状况Under DevelopedMarket 未成熟市场未成熟市场DevelopingMarket 发展中市场发展中市场DevelopedMarket 成熟市场成熟市场Demand for Serviced Apartment对于酒店式对于酒店式服务公寓的服务公寓的需求需求Positive Ex

11、ternalities 天时天时12Positive Externalities 天时天时13Recent Trend 近代趋势Strata Title Sale 产权性销售Studio to 1 BR room 标准房到一房Small units for affordable overall selling price为了可承受的整体销售价格推出小房型Target investor 目标投资者Positive Externalities 天时天时Guaranteed Return 有保障的回报Fixed for first few years 最初几年固定回报Attractive initi

12、al return 具有吸引力的初始回报Factored into selling price 已包括在销售价格中14Recent Trend 近代趋势Management & Operation 管理及营运International professional Service Residence Management Companies 国际性专业服务公寓管理公司Property Management Companies物业管理公司Owners业主Positive Externalities 天时天时15Recent Trend 近代趋势Does this model work for

13、 every project?这种模式是否适合于每一家物业？Is this sustainable?是否足以维持？Positive Externalities 天时天时16 Location 地理位置 Location 地理位置 Location 地理位置Geographical Advantages 地利地利171st Location: Cities 第一项地理位置：城市Geographical Advantages 地利地利Beijing 北京北京Shanghai 上海上海Guangzhou 广州广州182nd location: District 第二项地理位置：城区Guangzhou

14、 广州Shanghai 上海Geographical Advantages 地利地利193rd Location: Street 第三项地理位置：街道Geographical Advantages 地利地利20 Hardware硬件 Software 软件Competitive Controllables 人和人和21Hardware 硬件Architecture 建筑Functionality 功能性Competitive Controllables 人和人和22 Development Phase发展阶段 Operational requirement 营运需求 Cost effectiv

15、eness 成本效率 Pre opening 开业之前 Sales & Marketing市场销售 Operation 全面运营Competitive Controllables 人和人和23Software 软件 Heartware 心件 - Brands 品牌- Service 服务Competitive Controllables 人和人和24 Voted as the Best Service Residence Management Company in China被评选为中国最佳服务公寓管理公司Competitive Controllables 人和人和Organized

16、by China Commercial and Residential Property AssociationQing Hua University Real Estate Research Institute World Executive Institute Weekly magazine.全国工商联住宅产业商会、清华大学房地产研究所世界经理人周刊共同举办 25Operation Mode 运作模式运作模式Ascott Perspective 雅诗阁观点雅诗阁观点26Largest serviced residence operator in Europe & Asia Paci

17、fic欧洲及亚太地区最大的酒店式服务公寓公司(presence in over 100 cities through marketing alliance with Equity Residential)Ascott globalcoverage over 40 cities in 17 countries遍及全球17个国家40城市21 Years in Serviced Residence Business 酒店式服务公寓酒店式服务公寓21年历程年历程27Luxury Tier 豪华豪华lHigh-end Apartments 顶级服务公寓lTarget top executives成功人士

18、典雅生活方式Mid tier 中层中层lValue Apartments 舒适服务公寓lTarget mid-level executives and city leisure market管理人员舒适便捷的城市生活方式Upper Tier 高级高级lQuality Apartments高端服务公寓lTarget senior to upper management executives高层行政人员现代有品味的生活方式3-Tier Brand Architecture 三个品牌三个品牌28 Technical Services 技术支持技术支持Design Management 设计管理设计管

19、理Brand Specification 品牌分类品牌分类Product Positioning 产品定位产品定位Operational Systems 运营系统运营系统Pre-Opening Processes 筹建程序筹建程序 Products & Services 产品及服务产品及服务R&D Programmes研发程序研发程序Operational Excellence 优质的管理优质的管理 29 Cost Management 成本管理成本管理Clustering of properties & operations 区域化管理及运营区域化管理及运营 Yiel

20、d Enhancement 提高利润提高利润Increase non-room revenue 增加其它收入增加其它收入Accelerated pre-opening processes 加快筹建程序加快筹建程序Customer Segmentation 客户分类管理客户分类管理Operational Excellence 优质的管理优质的管理 30 Highly Qualified Human Capital 优质的人才资本优质的人才资本Invest heavily in skill development 大力投资技能型发展大力投资技能型发展The Ascott Training Inst

21、itute (TATI) 雅诗阁培训学院雅诗阁培训学院- Systematic Training Programmes 系统化培训系统化培训-Regional Training Schemes跨国培训计划跨国培训计划-Ascott Scholarship 雅诗阁奖学金雅诗阁奖学金Operational Excellence 优质的管理优质的管理 31 E-enabled Products & Services 产品及服务产品及服务High speed internet access 高速英特网络高速英特网络Connected Home project 可视家庭联接可视家庭联接 Impr

22、ove Distribution Channels 提高分发途径提高分发途径Real-time on-line reservation system 网上预订系统网上预订系统Global Distribution System (GDS) 全球分发系统全球分发系统 E-processes 电子程序电子程序E-procurement 网上采购网上采购Datawarehouse 电子资料库电子资料库Leverage on Technology & Internet 科技及网络科技及网络 32The Future Outlook未来前景未来前景33Competition竞争激烈Increasing leasing