2019-07
宏图再展

澳门新濠锋酒店自 2007 年开业以来已取得长足发 展,酒店管理团队对未来寄予厚望。 诚然,建一间精品度假酒店 …

宏图再展 2019 Year

澳门新濠锋酒店自 2007 年开业以来已取得长足发 展,酒店管理团队对未来寄予厚望。

诚然,建一间精品度假酒店并不容易,幸运女 神的眷顾常会决定一个季度的盈亏。过去的12 年间,澳门新濠锋酒店也经历了起起落落。 尤其在澳门已经建成了一些世界上最宏伟的综合度假村的 时候,更是如此。

但是,一路走来,矗立在氹仔的这栋优雅的玻璃大厦 却一直都贡献持续高企的业绩。其实,抛开它的财务业绩, 有时候容易被忽视的一个事实是,该酒店一直因其产品的 质量和稳定性而屡获国际大奖。

如今,尽管竞争的风浪仍不时挑战澳门新濠锋酒店, 但公平地说,这家酒店正在经历一场更持久、更长期的有 针对性的复苏。最近引人注目的不只是一些翻修工程,员 工的面貌以及在市场的表现也愈加显得生机勃勃。

可能情况确实如此,但澳门新濠锋酒店项目总裁蔡欣 荣并不愿把功劳据为己有。这位彬彬有礼、语气温和的华 裔美国人说,他有一支很棒的团队,无论是在酒店层面还 是在集团(即新濠博亚娱乐有限公司)层面上。相反,他 谦虚地说,这只是一个重新 “ 聚焦 ” 的问题。

蔡欣荣表示 :“ 当我 2017 年 1 月第一次来到这里,我 们意识到何猷龙(新濠博亚董事长兼首席执行官)一开始 就做得非常出色。” 他说 :“ 酒店的景色令人惊叹,设计非 常出色。”

所言非虚!这座引人注目的建筑由王董建筑师事务所 设计,室内装饰由设计师 Peter Remedios 设计,直接提升 了澳门精品奢华的标准。这是新濠的首家综合度假酒店, 其业主不惜一切代价,在 2007 年 5 月开业时将本酒店打 造为必看景点。香港电影巨星周润发在一顶帐篷下主持了盛大的开幕式,而佛朗哥 · 德拉贡旗下的马戏演员在此处 奉献了一场令人难忘的表演。

在接下来的两年里,随着其在 VIP 市场的份额飙升, 该酒店在高端客群中很快声名鹊起。但同时,澳门下一阶 段的发展已经在路氹城展开,世界上最大、最宏伟的一些 度假村正在这里兴建,包括新濠的旗舰店澳门新濠天地及 其面向大众的新濠影汇酒店。

十年后蔡欣荣到来时,新濠锋酒店仍然是一家独特的 精品体验酒店,但它已面临着时代的新挑战。

这不仅仅是规模的问题。

自 2009 年 6 月以来,新濠锋酒店一直在努力为自己 树立新的身份认同。正是在此时,新濠锋酒店的原名澳门 皇冠酒店被移交给了位于新濠天地的新皇冠酒店。

新名字的传播显然是一个挑战,在新濠天地开业后不 久,新名字 :新濠锋就被吊装到了大厦的顶部。但事实显 然不止于此 :新濠锋酒店一直在市场里竞争博弈。它必须 为扮演太多角色而付出代价 :如何保有和提升它独特的本 质。

蔡欣荣认为,新濠锋酒店需要做的是回归本源,再 次专注于自己最擅长的领域 :“ 美丽的酒店、非凡的服务、 最佳的餐饮服务。我很高兴地宣布,我们已在此方面取得 了一些成功。”

他们确实做到了。去年,酒店被《福布斯》评为 “ 世 界最豪华酒店 ” 之一。此外,酒店旗下的水疗中心在世界 豪华水疗大奖中被评为 “ 最佳豪华健康水疗中心 ”。在此之 前,《福布斯旅游指南》连续十年将酒店列为住宿和水疗中心方面的五星大奖获奖酒店。 在餐饮方面,新濠锋酒店在福布斯和米芝莲指南上一直保持着很高的排名。帝影楼(中餐)、奥罗拉(西餐)和 天政(日本料理)自 2015 年在《福布斯》、自 2009 年在《米 芝莲》分别被评为星级餐厅。

然而,对蔡欣荣来说,最重要的奖励是客人每天给予 酒店的褒奖 :他的团队从满意的客户那里得到的反馈,这 正是他从一开始就关注的方面。

“ 其他从业者会说他们专注于服务。但对我们来说, 鉴于酒店的规模,我们可以真正专注于个性化服务。” 蔡 欣荣说道 :“ 我们的酒店和水疗中心刚刚连续第 10 年获得 福布斯五钻奖,这并非巧合,而是我们所提供服务水平的 明证。我们能够提供更精致的服务。

新濠锋酒店是为那些寻求更为定制化体验的人们准备 的 —— 一些更精致、更安静的东西。”

这一结果得到了不断变化的宾客组合的赞赏。今天,约有一半的酒店客人是直接顾客,也就是说,他们不 是通过中介伙伴入住的。蔡欣荣表示 :“ 我们已极大 地发展了自己的资源 ”。结果不言自明 :经胜负比调 整后的营业利润率在过去八个季度一直在稳步提高。

这显然是澳门新濠锋酒店的未来之路。蔡欣荣 表示 :“ 优质的高端客源市场是酒店关注的主流。” 他 指出,公司一直致力推进澳门经济多元化,新濠 —— 当然还包括新濠锋酒店 —— 将把大部分精力和注意力 放在酒店多元消费业务上。

在硬件方面,自从蔡欣荣接手以来,一直在进 行一些翻新工作,让这个地方看上去更像它应该有的面貌。 餐厅已经装修一新,四楼增加了一个新的中式餐厅 —— 麒龙轩。与此同时,季风餐厅因其服务的价值得到了当地人的好评,尤其是价格实惠但美味可口的午餐套餐。

更大的项目还在后面,蔡欣荣提到 “ 新品体验 ” 正在 打造中。虽然未透露具体细节,但他显然对此很兴奋。虽 然新濠锋酒店一直拥有全澳最壮观的酒店大堂,设于大厦 38 层,澳门半岛对面的水域美景一览无余,但是在酒店内 不同区域有各自独立的电梯系统运送客人并非总是那么容易,这一点需要改进。

虽然很谦虚,但蔡欣荣显然是这份工作的不二人选。 他能说一口流利的广东话,这有助于他与不同工作领域的 同事合作,并激励他们。对他来说,团队就是一切,他经 常提到核心圈子的成员(这也是我们在本期封面放上一张 合影的原因之一),以及更广大的员工群体。他对培养人才 的热情是显而易见的。

怎样才能在这一行取得成功?蔡欣荣欣然回答了这个 问题。首先也是最重要的一点,对于任何想要在综合度假 村行业有所作为的人来说,都需要充足的精力储备和无限 的好奇心。“ 我们的大门从来不会关闭,而且总是有新的 东西要学 ”。

“ 我们需要永远记住,” 蔡欣荣强调说,“ 我们从事的 是一个特殊的行业。客户期待入住我们酒店以获取有益的 经历,我们需要竭尽所能为他们留下回忆。他们可以带走 这些回忆,在下次入住时重温。”

新濠锋酒店能否再次成为澳门最受欢迎的精英专属体 验酒店?从蔡欣荣和他团队的干劲,以及公司雄心勃勃的 DNA 来看,我们不会给出否定答案。“ 新濠锋 2.0” 应该值 得等待,敬请继续关注。

Altira Macau has come a long way since opening in 2007. Its management team, led by Andy Choy, has high hopes for the future.

Altira Macau has had its share of ups and downs over the past 12 years. Being a boutique integrated resort is not easy: when Lady Luck turns against the house, she can be brutal, and win- hold percentages of a few points can make the difference between profit and loss in a quarter. Moreover, Macau has seen some of the world’s most grandiose integrated resorts built here, and every time one of them opens in a blaze of pub- licity, the smaller ones tend to get left in the shade.

However, through it all, the elegant glass tower in Taipa has kept churning out consistently high levels of performance for a property of its size. And, sometimes overlooked amid the financial results, it has been racking up international awards for the quality and consistency of its offerings.

Today, although the winds of win-hold still buffet Altira Macau from time to time, it would be fair to say that the prop- erty is undergoing a more sustained, longer-term focused revival. It’s not just some renovation work that has recently been noticeable. There seems to be a fresh spring in the step of staff, and something in the marketing messages is coming across as more vibrant, too.

If there is, Andy Choy, president of Altira Macau, prefers not to take credit for it. The polite, softly-spoken Chinese- American says he has a great team of people to work with, both at the property and at the corporate level, Melco Resorts and Entertainment. Instead, he modestly says, it’s just a matter of renewed “focus”.

“When I first came in here [in January 2017], we recog- nized that Lawrence Ho [Melco chairman and CEO] had done a phenomenal job originally,” Chan says. “The vision was amaz- ing. The design was remarkable.”

It was indeed. The striking building, designed by archi- tects Wong, Tung and Partners, with interiors by Peter Remedios, had immediately lifted the bar on boutique luxury in Macau. It was Melco’s first integrated resort, and its owners had spared no expense making it a must-see attraction when it opened its doors in May 2007. Hong Kong movie superstar Chow Yun Fat hosted a spectacular opening gala under a tent where Franco Dragone’s circus performers put on a memora- ble show.

Over the next two years, the property became known as a magnet for VIP players, as its share of the high-roller market soared. But it couldn’t last. Although it was a step toward the future for Macau, the next stage of the city’s development was already well under way in Cotai, where some of the world’s biggest, grandest resorts were being built – including Melco’s flagship, City of Dreams Macau, and its mass-oriented Studio City Macau.

By the time of Choy’s arrival, a decade later, Altira’s glory days had faded and it no longer grabbed news head- lines. It was still a unique, boutique experience, but times had changed. Altira had been, quite simply, overshadowed.

It wasn’t just an issue of size, however.

It could be fairly said that Altira had been struggling to establish a new identity for itself since June 2009. That was when its original name, Crown Macau, was handed over to the new Crown Hotel tower at City of Dreams.

It had obviously been a challenge communicating the new name, which was hoisted onto the top of the building soon after City of Dreams opened. Yet it was clearly more than that: Altira had been trying too hard to keep up with the competition; it had been trying to be too many things to too many people. Something of its essence had gone missing.

What Altira needed, Choy felt, was to go back to its roots and focus again on what it does best: “Beautiful prop- erty, phenomenal service, leading food and beverage product. I’m happy to say that we have had some success with it.”

It has indeed. Last year, the property was chosen by Forbes as one of the “World’s Most Luxurious Hotels” in its Inaugural Edition. Its spa, moreover, was named “Best Luxury Wellness Spa” in the World Luxury Spa Awards. This followed a decade of inclusion in the Forbes Travel Guide as a Five Star Award for both Lodging and Spa – 10 years in a row.

On the F&B front, Altira has consistently achieved high rankings in both the Forbes and Michelin guides. Ying (Chinese), Aurora (Western) and Tenmasa (Japanese) have featured as starred restaurants since 2015 in Forbes and since 2009 in Michelin.

To Andy Choy, however, the award that matters most is the one given to the property every day by guests: the feed- back his team receives from happy customers. This is where

he has been focused since the start.
“A lot of people say they are focused on service. But for us, being the size we are, we can really focus on a personal- ized service,” Choy says. “It’s no coincidence that we just got the Forbes Five Diamond Award, for our hotel and spa, for the tenth consecutive year. It’s a testament to the service level that we provide here. We are able to provide a more bou- tique offering. Altira really is for someone looking for a more bespoke experience – something a bit more refined, on the quieter side.”

The result is being appreciated by a shifting guest mix. Today, around half of all hotel guests are direct customers, i.e., they do not come in via junket partners. “We have grown our own database quite substantially,” Choy says. The results speak for themselves: win-hold adjusted operating margins have been improving steadily over the past eight quarters.

This is clearly the way forward for Altira Macau. “Premium mass is where it’s all going,” says Choy, noting how the company has been following the direction set by the Macau and Chinese governments in contributing to the diver- sification of Macau’s economy. Direct business will be where Melco – and, of course, Altira – puts most of its efforts and attention.

In terms of hardware, some nip-and-tuck work has been ongoing since Choy took over, which is starting to make the place feel a bit more like it should. Restaurants have been spruced up, and a new Chinese dining place, Qi Long, has been added to the fourth floor. The Monsoon café-restaurant, meanwhile, gets rave reviews from locals for the value of its offerings, especially its affordable yet delicious set lunches.

The bigger project is still to come, as Choy mentions that a “new arrival experience” is being worked on. Without giving away specifics, he is obviously excited about it. Although Altira has always boasted the most spectacular check-in lobby in Macau, on the 38th floor of the building with sweeping views across the waters toward the peninsula, it has not always been the easiest job to move guests between the casino and hotel sides of the building – they have separate elevator systems. That needs improvement.

Humble though he is, Choy is obviously the right man for the job. He speaks fluent Cantonese, which helps when collaborating with and inspiring his colleagues across a wide spectrum of duties. To him, the team is everything, and he is constantly referring to members of his key inner circle (which is one of the reasons why we have a group photo on this issue’s cover) as well as the larger body of staff. His passion for grooming talent is clear.

What What does it take to be successful in this busi- ness? Choy leaps at the question. First and foremost, he cites the need for abundant reserves of energy and boundless curiosity for anyone wanting to develop a career in the inte- grated-resort industry. “Our doors never close,” he points out, referring to how guests tend to stay up round the clock, “and there is always something new to learn.”

“We need to always remember,” Choy adds, as emphasis, “that we are in a privileged business. Our customers save up and look forward to joining us for a rewarding experience. We need to do everything we can to provide them with memories that they can take away and treasure for the next time they come back.”

Can Altira become the most sought-after, elite-only experience again in Macau? Judging by the drive of Choy and his team, and the company’s ambitious DNA, we wouldn’t say no. “Altira 2.0” should be worth the wait. Stay tuned.

 

 

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