体验生活就要 承担风险

迷恋无动力帆船惊险与刺激的英国人倪轩裕（Nick Barton）把洲际酒店集团（简称洲际）在华事业的拓展视为其新挑战，身为洲际大中华区市场营销副总裁的他也交出了一份优异的成绩单。倪轩裕在洲际上海办公室接受本刊专访时透露，洲际将在2012年推出一个为中国市场量身定做的本土高端酒店品牌。

Nick Barton, a Brit and a fan of wind sail, is a natural risk taker. Having made great achievements as vice president of Sales and Marketing for IHG in China, he is now eagerly embracing the challenge of launching a brand new high-end hotel - the very first luxury hotel brand created locally by an international management group.

“大计划”

在洲际工作15年的倪轩裕2007年来到上海，他告诉本刊，洲际进入中国27年来做了大量客户调研，发现中国富裕阶层的兴起对酒店的要求越来越高，但现有酒店品牌无法为他们提供想要的服务，这就是洲际为中国市场打造高端酒店品牌的初衷。

“这个新的中国本土高端酒店品牌计划今年上半年启动，在国际酒店集团中也是首次，这是我们应中国市场的需求尤其是二线、三线城市的需求上升而开发的酒店品牌。今后洲际在华将更注重高端品牌的建设，在未来的酒店开业计划当中，高端酒店品牌绝对是重中之重。”倪轩裕说。

目前，洲际酒店集团拥有大中华区开业国际品牌酒店15％的市场份额和在建品牌酒店28％的市场份额，开业酒店162家，在建酒店143家。意味着，中国每3家在建品牌酒店中，就有一家是洲际旗下品牌酒店。

高端酒店在引领生活方式和时尚方面天生就具有先导性，在这一点上，洲际2010年向亚洲引进了一个精品酒店品牌“英迪格”，为那些有独特需求的旅行者提供不同的服务，它充满当地的邻里和文化氛围，不仅是“老外”，中国游客对其评价也颇高。

倪轩裕告诉本刊，洲际很早就推出了自己的酒店预订中文网站，并正在进行升级，方便中国客人使用，同时在地图、搜索等功能上改进，并体现在移动商务的应用程序中，这些很早在Iphone和Android系统上都已经运用了。“此外，洲际有一个非常自豪的服务，即高端客人在一个陌生城市可以通过Ipad上的应用程序及时和洲际当地酒店的‘礼宾司’进行直接通话，寻求‘衣食行乐’全方位的服务信息。”倪轩裕说。

融入中国

倪轩裕在全球如迪拜、布鲁塞尔、纽约等很多城市工作生活过，堪称一位“世界公民”，但他对中国仍情有独钟。“我之前回伦敦开会，集团内其他大区的负责人都非常羡慕我，因为大中华区的业绩发展是最好的。”他兴奋地表示。

作为一个标准的英国绅士，倪轩裕也在从他的视角来观察中国社会的变化，包括新富阶层的崛起，“他们有一个很好的心态和愿景，这是中国社会发展的动力，同时他想更多地了解世界，其手段就是通过旅行，这也是显示其地位的一个标志，就是中国人说的‘行万里路’拓宽视野。作为一个外国人，我能明显地感觉到中国人追求身心平衡的哲学理念，中国古老的文化传承下来的这个理念能够更好的帮助中国健康发展。”倪轩裕认为，洲际也在受到这种本土文化的熏陶，在发展中注重对当地历史文化的尊重和自然环境的保护，包括城市的发展。

洲际2007年在中国青少年发展基金会捐资设立了“同洲共际爱心基金”，该基金致力于希望小学建设、职业教育和大学生资助，是国内首个将酒店、旅客和受助方联系在一起的透明慈善项目，在130余家酒店通过旅客住宿附捐5元钱和各类主题活动募集善款。截至2011年5月，累计筹集捐款逾1000万元，援建了13所希望小学，资助北京、成都、三亚百年农工子弟学校设立洲际酒店服务班，并在全国15家洲际酒店集团英才培养学院设立了奖学金项目。

倪轩裕还特意提到了千岛湖洲际度假酒店，“它建设在一个岛上靠近水源地旁边，因此在建造过程中尽可能使用当地的材料，减少交通运输造成的污染，而且这家酒店自建了污水处理设备，以保护当地环境，这家酒店是一家典型的都市度假村，非常受到大城市中生活压力比较大的人群欢迎，但这种酒店的数量还很少，公司在北京、成都等地将规划类似的项目。”

生活真味

出生在英国的一个海岛上，从小就与海为伴，与父亲一起出海，使倪轩裕成为帆船运动的“发烧友”，在勤奋工作的同时，他也会在假期经常带着家人和朋友一起去上海郊区玩帆船。“这是我摆脱工作压力的一个方法。英语里有句谚语‘如果你想真正地体验生活，就必须承担一定的风险’，用中国话来说就是‘不入虎穴焉得虎子’，玩帆船对我有一种刺激感，刺激感就是体验生活的真味，别让生活平平淡淡。”

倪轩裕本人还亲自驾船参加过美洲杯帆船赛，采访当日，他说他计划参加2012年的美洲杯，但是不知道这个充满风险的行动能不能得到太太的首肯。说完他只能耸耸肩表示他做不了主。

已经是两个孩子父亲的倪轩裕说，现在最吸引他全家的就是中华美食，每到周末，他都要请全家大吃一顿，中餐肯定是孩子们的首选。他另一项爱好驾驶，因为洲际与宝马的长期合作，让他成为了宝马的拥趸。

而最后谈到私人飞机时，他认为，目前中国机场等相关基础设施的新建速度，将很好地支撑私人飞机产业的发展，富裕阶层也希望能有一种更便捷的交通工具，相信中国的私人飞机产业能够快速兴起。

The Grand Plan

Barton had been with IHG for 15 years before arriving in Shanghai in 2007. He told U-Jet that based on IHG’s insight over 27 years, it is obvious that the upper classes in China are now demanding so much more, and existing hotels simply cannot meet their needs. IHG decided to step in to fill the void.

“We will launch a local high-end brand in the first half of next year the very first of its kind among international hotel groups,” revealed Barton, “This is IHG’s answer to local demand, especially in Tier Two and Tier Three cities. In future, IHG will focus more on the premium end of the market, which is the absolute priority.”

Today, IHG enjoys 15% market share among international hotels in operation and accounts for 28% of international hotels under construction. IHG has opened 162 hotels and is building a further 143, which means that for every three branded hotels in construction, one is from IHG.

Luxury brands are always leaders in fashion and lifestyle. In 2010, IHG introduced boutique brand Hotel Indigo to Asia Pacific. Foreigners and Chinese alike have fallen in love with its unique neighborhood and artistic feel.

Barton told U-Jet that IHG had launched its booking site in Chinese a long time ago; the system is now being upgraded for better user experience. Maps and search functions are greatly improved and accessible on mobile devices through iPhone and Android apps. “We are tremendously proud of a particular app our guests can talk with an IHG concierge via an iPad app when they are in an unfamiliar city, immediately getting tips on everything from food to shopping to transportation,” Barton explained.

Be a Part of China

Nick worked in Dubai, Brussels and New York before moving to Shanghai. A true world citizen, he expressed his fondness for China. “I went to London for meetings, and found myself the envy of managing directors of other regions.” he said. “China simply has the best performances.”

A true British gentleman, Nick observes the changes in Chinese society with fascination, especially the rise of the new rich class. “They have a good mindset and vision,” he commented. “They are driven, and they want to know more about the world. Travel is a means as well as a status symbol. The Chinese say ‘One broadens one’s mind by travelling a thousand li’. As a Westerner, I admire the Chinese philosophy of pursuing balance of mind and body. I believe traditional philosophy can indeed drive China forward in a healthy way.” Barton sees the impact of local culture on IHG, which takes pains to respect local history and culture, and preserves the natural environment.

In 2007, IHG made a donation to the China Youth Development Foundation to establish the “Love is Hope” Foundation to contribute to Project Hope, which provides occupational education and undergraduate financial support. This has been the first transparent charity project bringing hotels, guests and beneficiaries together. Guests donate 5 RMB for each stay in more than 130 hotels, and funds are also raised through special events. As of May 2011, over 10 million RMB had been raised to support 14 Project Hope schools, establishing IHG training programs for children from migrant worker families in Beijing, Chengdu and Sanya, and setting up scholarship programs at 15 IHG academies.

Nick talked about the InterContinental One Thousand Island Lake Resort with great passion. “It is built on an island close to the water origin,” he said. “So we tried to use local materials whenever possible to reduce pollution in transportation. The hotel has its own wastewater treatment equipment to protect the environment. It is a typical city resort a wonderful and popular escape for stressed urban dwellers. Unfortunately there are not enough hotels like this, and we will be building more in Beijing and Chengdu.”

What Life Is All About

Nick was born on an island of the coast of Britain, and the sea has been an important part of his life since he was a child. He went sailing with his father when he was young, and has always been an avid fan of wind sail. During his vacation time, Nick takes his family and friends to the Shanghai suburbs for sailing. “That’s my way to get rid of stress,” said Nick, “We have an saying in England: ‘If you want to live life to the full, you take risks.’ I know you have something similar in Chinese: ‘How can you get the tiger cub without going into the tiger’s lair?’ Sailing is thrilling for me; that’s what life is all about. It should never be boring.”

One of Nick’s proudest achievements is sailing in the American Cup. He told us that he plans to take part in 2012 American Cup, but isn’t sure whether his wife would give him permission.

Nick has two children, and the whole family loves Chinese cuisine. He takes them out for dinner every weekend and Chinese food is always the top choice. Nick also enjoys driving, and his favorite brand of car is BMW, perhaps because BMW has been a long-term IHG partner.

Finally we chatted about private jets. Nick believes that China’s fast-developing infrastructure will definitely fuel the growth of the private jet market. The rich want more convenient transportation, and general aviation will surely take off soon.