Name: 開飯店怎麼賺錢？一探究竟飯店背後的設計巧思！ (The Money-Making Secrets Behind Hotel Design | WSJ Pro Perfected)
Uploaded: 2025-07-31T13:19:17.000Z
Duration: 6 min 39 s

程度副詞

Vanishing wardrobes, disappearing minibars, sinks in the entryway and even this?

消失的衣櫃、消失的迷你吧、入口處的水槽，甚至還有這個？

See, with the rise of Airbnb and plateauing hotel occupancy rates, operators are on the hunt for the most profitable design.

你看，隨著 Airbnb 的興起和飯店入住率的下降，經營者們都在尋找最賺錢的設計。

And select service hotels which offer scaled-back amenities are outpacing full-service hotels when it comes to profits.

而在利潤方面，提供較少設施的精選服務型飯店正在超越全套服務型飯店。

以萬豪旗下的中端品牌 Moxie 為例。

Its rooms are a little over half the size of the average American guest room, and yet its rooms generate up to 20% more revenue than its peers.

其客房面積僅為美國普通客房的一半多一點，但其客房收入卻比同行高出 20%。

But shrinking rooms and growing profits without eroding guest satisfaction isn't easy.

但是，要在不影響客人滿意度的前提下縮小客房規模並增加利潤並非易事。

So how do hotel operators keep you happy with a smaller room?

那麼，飯店經營者如何讓你滿意較小的房間呢？

To halve the size of a standard 348 square foot American hotel room, you need to get rid of a lot of stuff.

要把 348 平方英尺的美國酒店標準客房面積縮小一半，就需要扔掉很多東西。

We've overcrowded the room a bit here to make the point.

為了說明問題，我們把房間擠得有點滿。

The first thing to go is the closet, which usually takes up around 7 square feet of space.

首先要清理的是壁櫥，它通常佔地約 7 平方英尺。

The wardrobe can get eliminated if we utilize this hanging hook system along this wall.

如果我們沿著這面牆壁使用這種掛鉤系統，衣櫃就可以省去了。

Other hotels choose to install more open-plan closets.

其他飯店則選擇安裝更開放式的壁櫥。

It's also much less likely that a guest will forget something.

客人忘記東西的可能性也會大大降低。

Along with the closet, irons and ironing boards can also be removed and instead replaced with a shared laundry space in the lobby.

除了壁櫥，熨斗和熨衣板也可以取消，取而代之的是大堂裡的共享洗衣空間。

And while it may seem like a small cost saving for the hotel, removing items from every room soon adds up.

對飯店來說，這看似只是節省了一點成本，但從每個房間搬走的物品很快就會累積起來。

Instead of having a large fixed desk with a chair, which normally takes around 8 square feet, designers can deploy fold-out desks and collapsible chairs.

設計者可以採用摺疊式辦公桌和可摺疊椅子，而不是通常佔地約 8 平方英尺的帶椅子的大型固定辦公桌。

Gone too is the minibar, saving 2.5 square feet.

迷你吧也不見了，節省了 2.5 平方英尺。

Because while it may seem like an obvious potential cash cow for a hotel, they're labor intensive.

因為雖然這看起來像是飯店的潛在搖錢樹，但它們卻是勞動密集型的。

They have to be checked and restocked on a daily basis.

And keeping labor costs low by making rooms quicker and easier to turn down can drive big savings.

此外，通過使房間更快、更容易關閉來降低人工成本，也能節省大量資金。

Can the housekeeper easily clean that glass surface but also clean a wood surface with two different cleaning agents?

管家能用兩種不同的清潔劑輕鬆清潔玻璃表面和木質表面嗎？

All of those things are carefully considered.

所有這些都是經過深思熟慮的。

But there's one part of the room that can't be shrunk in the same way.

但是，房間裡有一個地方不能以同樣的方式縮小。

The bathroom is one of the key indicators of a quality of stay.

浴室是衡量住宿品質的重要指標之一。

If we can allocate more space to the bathroom, it does increase guest satisfaction.

如果我們能為浴室分配更多空間，確實會提高客人的滿意度。

Even here though, it's possible to make the room feel more spacious while still halving it.

即使在這種情況下，也可以在將房間面積減半的同時，讓房間感覺更寬敞。

Like opting for a barn door or moving the basin out of the bathroom entirely.

比如選擇穀倉門，或者把臉盆完全移出浴室。

The notion here is that the circulation in the corridor from the entry could be utilized for other functions.

這裡的概念是，從入口開始的走廊循環可用於其他功能。

By making these changes, designers can save over 70 square feet of space and remove a whole bunch of costly amenities from every room.

通過這些改變，設計師可以節省 70 多平方英尺的空間，並從每個房間中移除一大堆昂貴的設施。

And part of the reason why they've been able to remove so much is because the way consumers choose where to stay has evolved.

他們之所以能夠刪除這麼多內容，部分原因是消費者選擇住宿地點的方式已經發生了變化。

See, traditionally guests used to rely on diamond and star ratings from groups like AAA and Mobile.

傳統上，客人通常依賴 AAA 和 Mobile 等組織的鑽石和星級評定。

To achieve a four star rating, you have to have a total cubic feet of storage, typically three drawers.

要獲得四星評級，你必須擁有總立方英尺的存儲空間，通常是三個抽屜。

But now, travelers tend to rely on social media or ratings from sites like Google or TripAdvisor.

但現在，旅客傾向於依賴社交媒體或谷歌或 TripAdvisor 等網站的評分。

Those rating systems are no longer design parameters.

這些評級系統不再是設計參數。

But even though a hotel can now fit in more rooms, those rooms tend to command lower rates.

不過，儘管飯店現在可以容納更多的房間，但這些房間的價格往往較低。

So to improve guest satisfaction and profits, you have to give them relief in the public areas.

所以要想提高客人的滿意度和利潤，就必須在公共區域為他們排憂解難。

And remember, that creates an opportunity to sell.

That's why designers are putting more emphasis on expanding rating-boosting, profit-driving areas.

這就是為什麼設計師們更加重視擴大能提高評分、增加利潤的領域。

See, the folding chair, the vanishing minibar, and even that disappearing iron didn't just save space in the room, it also encouraged you to go down to the lobby to work, drink, or do laundry.

你看，摺疊椅、消失的迷你吧，甚至是消失的熨斗，不僅節省了房間空間，還鼓勵你去大廳工作、喝水或洗衣服。

The minibar, for example, is instead replaced by an economical grab-and-go stand by the exit.

例如，迷你吧被出口處經濟實惠的外帶區所取代。

We've shortened the distance between restocking and purchasing.

我們縮短了補貨與採購之間的距離。

Marriott says the grab-and-go in its Moxie Hotel in Banff averages around $3,000 per month.

萬豪酒店稱，班夫 Moxie 酒店的外帶區服務每月平均費用約為 3,000 美元。

And bars, with their low staffing requirements and high market prices, can be a big source of revenue and a safer bet than gambling on a high-staffed restaurant.

而酒吧由於人員需求少、市場價格高，可以成為一個很大的收入來源，比在人員密集的餐廳賭博更安全。

Every single seat represents revenue potential and in many projects we maximize the total number of seats.

每個座位都代表著收入潛力，在許多項目中，我們都會最大限度地增加座位總數。

Ron says, for example, that one bar he worked on sat 52 people and required three bartenders.

羅恩舉例說，他工作過的一個酒吧可容納 52 人，需要三名調酒師。

Adding just one extra seat would have required a fourth bartender.

如果只增加一個座位，就需要第四個調酒師。

It is a design consideration as we're trying to maximize number of seats versus minimize the amount of labor.

這是設計上的一個考慮因素，因為我們試圖最大限度地增加座位數，而不是減少勞動力。

A key trick to making the bar a hit is to avoid making it seem vast and empty and instead use lighting and design to make it look and feel busy.

要想讓酒吧大受歡迎，一個關鍵的訣竅就是避免讓酒吧顯得空曠無邊，而是要利用燈光和設計讓酒吧看起來熱鬧非凡。

Part of the experience of arrival is the validation that you have chosen well, that you have selected a hotel that is a place that other people want to be.

入住酒店的部分體驗就是證明你的選擇是正確的，證明你選擇的酒店是別人嚮往的地方。

One very easy way to achieve this is to ditch the reception desk and have guests check in at the bar.

要做到這一點，一個非常簡單的方法就是取消前臺，讓客人在吧檯辦理入住手續。

You'll have people occupying the seats and you will be arriving at a place that already has some energy.

你的座位上會坐滿人，而且你到達的地方已經有了一些活力。

There's an efficiency associated with staffing so the same person who might be checking you in could also be serving drinks at the bar.

由於人員配備效率高，為你辦理入住手續的人也可能在吧檯提供飲料。

But all of these design tricks are pointless if a hotel nearby is doing exactly the same thing.

但是，如果附近的酒店也在做同樣的事情，那麼所有這些設計技巧都毫無意義。

So Ron's team conducts research about where a hotel sits in the community, mapping out rivals, the size of their rooms and the number of amenities, and evaluating how satisfied guests are and how likely they are to recommend the hotel, known as GSS and ITR.

羅恩的團隊會對酒店在社區中的位置進行研究，摸清競爭對手的情況、客房面積和設施數量，並評估客人的滿意度和推薦酒店的可能性，即 GSS 和 ITR。

The competitors, they might actually be things that were further away but had ambitious intent to recommend or GSS scores.

競爭對手，實際上可能是距離更遠，但有雄心勃勃的推薦意向或 GSS 分數的東西。

And to figure out how the bar should look and feel?

Now we have to look at all the restaurants and all the bars in order to understand what are the open opportunities for us to do something unique and different.

現在，我們必須審視所有的餐廳和酒吧，以瞭解我們有哪些機會可以做一些獨特的、與眾不同的事情。

The final step is to figure out demand generators, the museums, galleries, stadiums, transport hubs and businesses in the area.

最後一步是找出需求產生者，即該地區的博物館、美術館、體育場館、交通樞紐和企業。

Who are the present guests that are coming to the market, where are they staying, what services and amenities are they utilising most?

目前市場上有哪些客人，他們住在哪裡，他們最常使用哪些服務和設施？

That then enables designers to figure out exactly how much to invest in the hotel, where that money should be spent and where there's a lucrative gap.

這樣，設計師們就能準確計算出飯店的投資額、投資方向以及利潤空間。

How could we position this hotel effectively and where should we over-index or perhaps under-index?

我們該如何有效地定位這家飯店？

And it's by over-indexing on those public spaces that select service hotels can achieve high GSS and ITR scores with smaller rooms.

正是由於過度重視這些公共空間，精選服務酒店才能在客房較小的情況下獲得較高的 GSS 和 ITR 分數。

But according to Ron, the design of the hotel can only go so far to attract guests.

但羅恩認為，飯店的設計只能起到吸引客人的作用。

Once it's been constructed, it's down to the operators to keep guests happy.

一旦建成，經營者就必須讓客人滿意。

So much of the ultimate experience relies upon the management company and the operator to deliver on that hospitality.

終極體驗在很大程度上依賴於管理公司和運營商的熱情好客。