文丨吴军林

最近，“国际五星级酒店不换床单事件”闹得沸沸扬扬，许多媒体记者和国家层面的官方机构负责人都纷纷报道或写文章分析解读其中的问题和结症所在。任何“事件”的抖出都会被方方面面关注成焦点的，这很正常。关于五星级酒店或国际五星级酒店不换床单和枕套等等是常有的事，七八年前，我们的许多朋友，有的甚至是酒店老总出差都自己带毛巾、睡衣、枕头的，美其名说是习惯了，其实就是对高星级酒店的客房配套和精细服务不放心！我们也是如此，每次出国即便是住豪华大酒店，都尽量自带毛巾和洗涤用品等等……

2017年注定是个转型的年份，中国改革开放将近40年了，中国共产党的“十九大”也将在今年十月召开，我们世界酒店联盟正好今年十周年，国际旅游与酒店联合总会今年新成立，以及中国的“一带一路”国家发展战略和中国旅游业若干重大举措也是在今年开始实际落地的…凡此种种，可以说明一个国家和一个行业的大转型时期已经来临。

中国和中国旅游酒店业在四十年的改革开放中发展太快了，中国的首旅、锦江、海航，美国的万豪、温德姆、法国的雅高等等，在近十年间企业发展速度的大数据表明，一个大行业的综合方面难以承载诸多企业集团的整合、并购、扩张和“神奇的资本运作”。世界上任何一个国家都没有像中国这样发展这么快，市场这么大，以至于中国政府有关部门在行业法规政策上、在大时代的产业经济理论研究上、在众多企业扩张的人才教育储备上、在对诸多企业品牌理性推广和服务精神上等都没有太好地跟上“市场快进”步伐，更谈不上去强有力地牵引和统领了。

很重要一个方面是，在中国强力反腐和大力抑制高消费和铺张浪费，以及削弱和控制“三公消费”等特定时期，酒店行业变局与发展势头却一浪高过一浪，因为房地产、能源、金融等这些暴利行业收紧，所以许多投资商将行动转向旅游、酒店和文化产业。尤其是近五年来，国际品牌酒店集团加快在中国市场的“抢滩”和“布局”，追求数量和刺激股市意图十分明显，以至于，像德国凯宾斯基和新加坡悦榕集团这样保守和追求品质的“豪牌”也在“金光闪闪”下逐步弯下了腰，放下了身段。更有意思的是，山东滕州这样的“六线颜值”县级市也有“喜来登酒店”品牌进驻，这些五、六线地区政府引进“国际大牌”，或是“国际大牌”抢占中国内陆腹地，双方有没有考虑过市场前景和人力资源的问题？中国有的三四城市的国际品牌五星级酒店房价只卖到四、五百元一间夜，试问，酒店的服务品质、服务精神和酒店的多方配套的软硬件怎么保障给“上帝们”？

中国的发展和伟大复兴离不开改革开放，酒店业是中国改革开放的窗口行业，政府是不是可以倡导旅游酒店业发展更稳健些？当前，中国旅游业的入境市场、全球形象推广、教育培训及科研是三个特别要重视的问题，入境市场要靠政府部门主导，全球形象推广要靠行业协会积极工作，教育培训及科研方面就是国家高层要多扶持地方创办行业学院和行业研究机构。

中国是个发展中大国，在一个行业出现和发生一些问题和个别突出事件非常正常，任何问题和突发事件都可以积极转化成有利于企业和行业发展的因素。然而，由“五星级国际酒店不换床单”事件引发的热烈讨论和急切关注不是偶然的，作为个人，我这两天认真看了张润钢会长和戴斌院长从不同角度发表的文章，他们的文章值得业界同仁学习和理性消化。

从“美国南海撤兵”到“金砖五国厦门峰会”圆满结束等等，足以说明中国已经逐步和美国一道走到了世界大舞台中央了。未来已来，中国旅游和酒店业是世界旅游和酒店业发展最为伟大和激动人心的时期，未来二十年，中国旅游和酒店业将逐步领舞世界，所以，我们这个大国和大行业要有所包容，谁赢谁输都不是我们最想要的，我们最想要的是一个“全球共赢”局面！今后，我们“世界酒店联盟”和“国际旅游与酒店联合总会”在新时期努力多为行业同仁多做一些有益的工作……    

   吴军林2017.9.10于北京

Hotel Industry is only “A Boiling Point” of the Transitional Period

Recently, the incident of “International 5-Star Hotels Don’t Change Their Bed Sheets” has been in an uproar. A lot of journalists and state officials of national level have reported this one after another and written articles to analyze and interpret problems involved and its truth. A disclosure of anything will be paid attention to from every aspect and then become a focus. That is normal. Five-star hotels or international 5-star hotels don’t replace their bed sheets and pillowcases is a common thing which exists all the time in hotel industry. Seven or eight years ago, many of our friends, some of those are even presidents of hotels who would bring towels, pajamas and pillows by their own for business trips. They would say they are used to do it, whereas they are worried about the guestrooms facilities and detailed services of 5-star hotels! So do we. Every time we went abroad, we will bring with us towels and washing products by ourselves, even if we lived in grand luxury hotels...

2017 is bound to be a year of transition. It has been 40 years since China’s reform and opening-up, the 19th National People’s Congress of the CPC will be held this October, World Hotel Association just reached its 10 years anniversary this year, and the International Federation of Hotel and Tourism(FIHOTO) was also newly founded this year. What’s more, “the Belt and Road Initiatives” national development strategy and great actions of Chinese tourism industry were practically executed...All of these showed that the great transformation period of a country and an industry has come!

China and Chinese tourism and hotel industry have been growing too fast during past 40 years of reform and opening-up. All of the big data on the speed of enterprise development of BTG, Jinjiang International, HNA, Marriott, Wyndham, AccorHotels, etc. in the past ten years showed that the comprehensive aspect of a large industry can hardly bear the weight of the integration, mergers and acquisitions, expansion and “miraculous capital operation” of a good deal of conglomerates. No country in the world has developed so fast or has such a huge market like China, so that relevant departments of the Chinese government haven’t keep up to “the fast forward pace of the market” on industry regulation and policy, theoretical research of industrial economy in a great era, talents education and reserve for enterprises’ expanding, rational promotion of brands and service spirit of enterprises, let alone a strong traction and leadership. 

One important aspect is that, in specific periods of China’s mighty anti-corruption and curb for high consumption, extravagance and waste, as well as weakening and controlling “Three Public Consumptions”, the transformation and development momentum of hotel industry have been wave after wave, because industries with windfall profits like real estate, energy, finance and so on were tightened, many investors thus turned their actions to tourism, hotel and cultural industries. Especially in the last 5 years, international brand hotel groups have accelerated their “land grab” and “layout” in China market with an obvious intention of pursuing quantity and stimulating stock market, even those “luxury brands” which are conservative and pursue high quality, like German’s Kempinski Hotels and Banyan Tree of Singapore, gradually bent down and lowered their bodies under “gold’s sheen” as well. What’s more interesting is that a “six-tier-look” county-level city like Tengzhou in Shandong province can also has the “Sheraton Hotel” brand to enter in. No matter these five-or-six-tier regional governments introducing “international brands” or the “international brands” marching into the inland markets of China, don’t they consider the problems of market prospect and human resources? The 5-star hotels of international brands only cost RMB 400-500 yuan per night in some of the three-and-four-tier cities of China, it may well be asked, how can the service quality, service spirit and hardware and software facilities be guaranteed for the “Gods”?

China’s development and great rejuvenation are inseparable from its reform and opening-up, while hotel industry is a window of China’s reform and opening-up, can the government promote the development of tourism and hotel industry to be more robust? At present, there are three problems need to be attached great importance to, namely, the inbound market of Chinese tourism industry, the global image promotion, and the educational training and scientific research. The inbound market relies on the leadership of government authorities, the global image promotion depends on actively work of industry associations, and the last one, educational training and scientific research require high-level support for regions to establish colleges and research institutions of the industry. China is a large developing country. It is very normal to have some problems exist and several incidents occur in an industry, and all these problems and incidents can be positively transformed into factors benefit for the development of enterprises and the industry. However, the hot discussion and urgent concerns brought about by “International 5-Star Hotels Don’t Change Their Bed Sheets” are not accidental. As an individual, I have read the articles written by the President Zhang Rungang and the Dean Dai Bin from different point of view in these two days, and they are worthy of colleagues in our industry to study and comprehend rationally. 

From “America withdrew troops from the South China Sea” to “BRICS’s Xiamen Summit” came to a happy termination ending, etc., it is enough to prove that China has gradually moved to the center of the world’s stage as with the United States. Chinese tourism and hotel industry brings the greatest and most exciting period to the development of world tourism and hotel industry. In the next two decades, Chinese tourism and hotel industry will gradually dominate the world, so, as a huge country and a large industry, we need to be inclusive. We will not want any single side to win or lose, what we want most is to have a “global win-win” situation! In the future, “World Hotel Association” and “the International Federation of Hotel and Tourism(FIHOTO)” will try to do more rewarding work for colleagues of the industry in the new period...

By Mr. Wu Junlin, 2017.9.10 in Beijing