WRIT­TEN IN THE STARS

永利渡假村成為全球榮膺最多《福布斯旅遊指南》五星榮譽的度假酒店,这些星星是怎樣得來的?對這家華麗的酒店來說,征途才剛剛開始。

Wynn Magazine - - STEVE WYNN - by An­drea Ben­nett

Wynn Re­sorts have re­ceived a record num­ber of stars from the Forbes Travel Guide, but how are those stars earned? A beau­ti­ful ho­tel is just the be­gin­ning.

今年,永利澳門從全球175家獲得《福布斯旅遊指南》五星榮譽的酒店中脫穎而出,創下歷史紀錄:在澳門這個擁有最多福布斯五星榮譽酒店(澳門有10家,僅巴黎能與之媲美)的城市,永利澳門共摘得八項五星榮譽,包括酒店,水療中心和四間餐廳,成為全球唯一一家榮獲如此多五星評級的度假酒店。再加上永利拉斯維加斯獲得的13項五星榮譽,永利渡假村如今比世界上任何一家酒店集團都擁有更多的福布斯五星榮譽。這毫無疑問是一項非凡成就,然而這些星星背後所代表的意義,究竟是什麼?史提芬永利表示:「對於酒店來說,獲得五星榮譽的意義不僅是在前台放個牌子說我們有五顆星。」相反地,這種榮譽裡蘊含著極其豐富的意義。它意味著酒店要投入更多的資金為賓客締造更高水準的奢華體驗(酒店的收費標準要與其奢華程度相稱)。但這種難以實際估算的價值,也使某些酒店更容易誇大其詞。《福布斯旅遊指南》首席執行官Jerry Inz­er­il­lo表示,對於想了解酒店實際狀 THIS YEAR, AMONG THE 175 HO­TELS IN THE WORLD WITH A FIVE STAR RAT­ING FROM THE FORBES TRAVEL GUIDE, Wynn Ma­cau set a record: In the city with the most Forbes Five Star ho­tels (Ma­cau has 10, ri­valed only by Paris), Wynn Ma­cau earned eight Five Star rat­ings, for its ho­tel, spa, and four restau­rants—the only re­sort on earth to re­ceive so many. Add that num­ber to the 13 Five Star rat­ings for Wynn Las Vegas, and Wynn Re­sorts can now say it has more Forbes Five Star awards than any other in­de­pen­dent ho­tel com­pany on the planet. It’s an im­pres­sive feat, to be sure, but what does it mean ex­actly? For ho­tels, says Steve Wynn, “It isn’t as sim­ple as just putting up a sign at the front desk that says we have five stars.” Rather, the honor is mul­ti­di­men­sional. It re­quires that a ho­tel spend more money to of­fer its guests more lux­ury (and charge com­men­su­rate rates). But it also gets brag­ging rights, whose value is more dif­fi­cult to cal­cu­late. For trav­el­ers try­ing to nav­i­gate a hy­per­com­pet­i­tive in­dus­try, with on­line travel sites de­vis­ing their own rat­ings to sell rooms, the many dif­fer­ent star sys­tems had lost their mean­ing, says Jerry Inz­er­illo, CEO of Forbes Travel Guide. “Peo­ple buy what is ad­ver­tised to be four- or five- or even seven-star ex­pe­ri­ences and have been ter­ri­bly let down.” To rem­edy what Inz­er­illo calls the in­dus­try’s “trust prob­lem,” three years ago the guide re­con­fig­ured its goal. “We’ve ex­panded Forbes Travel Guide as a model of a

況的旅行者來說,酒店行業競爭如此激烈,旅遊網站對酒店星級評定各有不同標準,過多的評分系統就會失去意義:「人們預訂網站廣告上獲得四星、五星甚至七星評分的酒店,但往往大失所望。」為了改善Inz­er­il­lo所指的行業「信任危機」,三年前,《福布斯旅遊指南》重新制定其評選目標。Inz­er­il­lo說:「我們將《福布斯旅遊指南》定位為一個評分標準透明的全球精英酒店指南。公司會向42個國家的酒店派出匿名觀察員,進行為期兩晚的住宿評測。在此期間,他們會根據高達890項的評分標準去評測酒店。據《福布斯旅遊指南》評分高級副總裁A­manda Frasier表示,這些標準一直在與時俱進。匿名觀察員將報告發回公司總部,總部會根據一套專門的評分計算系統來決定酒店的星級評分,其中酒店的服務水準所佔的比例最重,高達75%,設施配套佔25%。」Frasier說:「這並不意味著配套設施不重要,因為酒店設施是否符合相應水準,是我們首先要評估的項目。」Inz­er­il­lo補充道:「酒店與客人之間的情感聯繫,並非由浴室面積這些設施標準來決定。客人會記住的體驗,是他們在酒店裡是否感覺到周全細緻的服務?是否感覺舒適?是否感覺快樂?」從拉斯維加斯到澳門,史提芬永利都摘下了眾多星級榮譽,但他可能會堅持說,他的經營理念於1973年的內華達州里諾市就已經打下了牢固根基。「我曾經預訂過里諾市中心當時最好的酒店, Vir­gini­a街的Har­rah’s酒店,」他回憶道,酒店的創始人是Bill Har­rah:「我在泊車時,已經感覺到如同身在廣場大酒店( Plaza)一般的尊貴體驗。」一位年輕服務生立即上前迎接問候,並給他一個可隨時致 trans­par­ent, global mer­i­toc­racy,” he says. The com­pany now vets ho­tels in 42 coun­tries by send­ing anony­mous in­spec­tors for two-night stays, dur­ing which they as­sess the ho­tel against a set of up to 890 stan­dards, which Amanda Frasier, Forbes Travel Guide’s Se­nior Vice Pres­i­dent of Rat­ings, says are al­ways evolv­ing. The mys­tery guests then send their re­ports to cor­po­rate head­quar­ters, where a pro­pri­etary al­go­rithm—heav­ily weighted to­ward ser­vice at a sur­pris­ing 75 per­cent, with fa­cil­i­ties con­tribut­ing 25 per­cent—is used to de­ter­mine the star rat­ing. “Which is not to say that the fa­cil­ity is not im­por­tant, since the fa­cil­ity is what qual­i­fies you to be eval­u­ated in the first place,” Frasier says. Adds Inz­er­illo, “Emo­tional con­nec­tiv­ity is not de­rived by the square footage of a bath­room. What peo­ple re­mem­ber is, Was I looked af­ter? Did I feel com­fort­able? Was I en­ter­tained?” Though Steve Wynn’s many stars now stretch from Las Vegas to Ma­cau, he might say his op­er­at­ing phi­los­o­phy was so­lid­i­fied in Reno, Ne­vada, in 1973. “I made a reser­va­tion at the Har­rah’s on Vir­ginia Street, a down­town ho­tel in Reno that’s bare-bones,” he re­calls, which was then owned by its founder, Bill Har­rah. “And when I pulled up my rental car to the curb, it felt like pulling up to the Plaza.” A young man greeted him im­me­di­ately, giv­ing him a phone num­ber to call at any time, and a front desk at­ten­dant wel­comed him by name and told him that his room had been up­graded. Those who have read the hun­dreds of Forbes check­list items will rec-

電要求服務的電話號碼。前台服務員知道他的名字,告訴他已經幫他升級了房間。如果你讀過《福布斯旅遊指南》裡面幾百項的評分標準的話,就能明白史提芬永利在抵達酒店的短短幾分鐘內已經感受到的出色服務。儘管酒店的地毯沒有令史提芬永利留下深刻印象,酒店的服務卻讓他永記心頭。「我還未進到房間,就已經強烈感受到酒店服務的出色,」史提芬永利說,「我覺得這就是我對自己酒店員工的期望。酒店到底給員工吃的是什麼?為什麼員工們能為客人帶來如此溫暖親切的感覺?這就是奢華的意義所在。」Inz­er­il­lo說,與其他僅是注重華麗設施的酒店相比,福布斯五星榮譽酒店往往在服務的主動性和積極性上更勝一籌。永利拉斯維加斯總裁Mau­rice Wood­en說:「福布斯會發送評測報告給我們,他們會和收到報告的各方一起坐下來,回顧整個評分過程和體驗。我們得以了解有哪些員工服務是優秀範例,並據此改進員工培訓方法,確保他們能夠達到相應的水準。」Frasier指出,永利因此願意接受比其他度假酒店更頻繁的匿名觀察和評測報告。Inz­er­il­lo說:「史提芬現在正加倍致力於服務水準的提升。儘管他在每個建立了永利渡假酒店的城市裡,都居於市場領導者的地位,但他常說我們做得很好,但我們必須變得更好。」Inz­er­il­lo解釋道:「員工培訓的目標之一,是讓員工產生對酒店的歸屬感。人們常常問我全世界175個五星榮譽酒店的共同點是什麼。這個共同點就是[員工]知道 og­nize sev­eral points that the ho­tel would have earned within min­utes. And if the car­pet didn’t make a last­ing im­print, the ser­vice did. “I hadn’t even made it to the room yet, but I’m daz­zled,” Wynn says. “And I make up my mind that that’s what I want with my em­ploy­ees. What the hell were they feed­ing th­ese kids? How did they get that warmth? Now there’s lux­ury.” What sep­a­rates Forbes Five Star re­sorts from other merely ex­cel­lent fa­cil­i­ties, Inz­er­illo says, is their will­ing­ness to act on in­for­ma­tion. As Mau­rice Wooden, Pres­i­dent of Wynn Las Vegas, says, “Forbes gives us a re­port, and then they sit down with all the peo­ple who get those re­ports and take them through the ex­pe­ri­ences. We get to rec­og­nize em­ploy­ees who scored well for their ex­em­plary ser­vice, and de­velop new ways to train peo­ple to make sure that they’re up to dis­ci­pline.” Frasier notes that Wynn has opted for ad­di­tional incog­nito in­spec­tions and more fre­quent re­ports than other re­sorts. “What Steve is do­ing is dou­bling down on ser­vice,” Inz­er­illo says. “Even though he’s the mar­ket leader in ev­ery city, he’s say­ing, ‘As good as we are, we have to get bet­ter.’” But train­ing wouldn’t be enough if em­ploy­ees didn’t be­lieve they be­longed there, he says. “Peo­ple ask me what the com­mon de­nom­i­na­tor is among the world's 175 Five Stars. What sets them apart is that em­ploy­ees know their con­tri­bu­tion is mean­ing­ful. Steve be­lieves some­thing I’ve been say­ing for 30 years: The best ho­tel is one driven by a ser­vice cul­ture and built on the self-es­teem of its staff—which trans­lates into keep­ing its prom­ise to its guests. And that’s why it’s so spe­cial.” 他們的貢獻對酒店來說有重要意義。這個觀點我說了三十年了,史提芬一直非常認同:最好的酒店應該以酒店的服務文化為驅動力,並建立起員工的自尊價值—這意味著信守對客人的服務承諾。 這就是福布斯五星酒店的特別之處。」

Il Teatro at Wynn Ma­cau has been awarded five stars from Forbes Travel Guide for four years run­ning. 永利澳門的帝雅廷意大利餐廳連續四年獲得《福布斯旅遊指南》頒發五星榮譽

Mizumi at Wynn Ma­cau was el­e­vated from a Four Star to a Five Star rat­ing for the first time this year. shown here: Ja­panese Yaeyama Wagyu beef from the restau­rant's tep­pa­nyaki menu. 永利澳門的「泓」日本料理今年首次由四星評級榮陞五星。圖片是餐廳鐵板燒菜單的日本八重山和牛鐵板燒。

Wing Lei at Wynn Las Vegas is the Forbes Travel Guide's only Five Star Chi­nese restau­rant in North Amer­ica. 永利拉斯維加斯的永利軒是北美地區唯一獲得《福布斯旅遊指南》五星評級的中菜館。

史提芬永利與妻子安德莉婭永利 Steve and An­drea Wynn.

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