志美行利 家族传承
Gabriel Escarrer Julia
美利亚酒店集团创始人及主席
Founder and Non-Executive Chairman of Meliá Hotels International
从小岛走向世界
1956年，出生在西班牙马略卡的Escarrer在在西班牙帕尔马马洛卡岛开设了第一家酒店，从此Escarrer家族的名字被写进了世界酒店史，在随后的六十年间，美利亚逐渐踏遍整个欧洲，并远渡重洋，登陆了美洲、亚洲、非洲等沃土，从一个60间客房的酒店，摇身一变，成为世界级的酒店集团。
在担任集团主席及CEO的六十年中， Escarrer带领公司巩固了西班牙及欧洲度假旅游胜地的领导地位。在Escarrer心中，80年代是对于美利亚及他自己的一个里程碑时刻，当时他带领着旗下的酒店集团收购了当时欧洲最重要的两家连锁酒店：Hotasa和Meliá，仅在一年内新增了70家酒店。通过此次收购，本集团在国内外市场获得更大重视，品牌知名度也得到了极大地提升。
再此之后， Escarrer不再满足于做欧洲地区的霸主，而是如同当年的西班牙无敌舰队一般，将美利亚的舰队放上了大西洋，将航线延伸到美国加勒比海地区。九十年代时， Escarrer签约了古巴第一家国际酒店，时至今日，美利亚已经通过和古巴的商业伙伴合作，成为重要的市场领导者。同一时期，经过多次大中型连锁酒店的收购，美利亚也将业务拓展亚洲，美洲和大洋洲。
在Julia看来，全球化的视野以及勇于走出国门，向外扩张的理念证实美利亚在60年间取得的成就的奠基石。而在此基础上，美利亚也发展出了一个多样化的商业模式，不仅仅是地理层面的，也包括业主管理的酒店，城市度假酒店等等。
多品牌矩阵助力创新发展
“除了全球化的发展规模，更少不了的是我们的企业价值：不断的创新，”Gabriel Escarrer向我们介绍道美利亚如此成功的另一个秘诀，正是源于其下针对不同市场细分和种类规划的品牌组合。
除了大家所熟知的美利亚品牌外对于更钟情于城市的旅行者，美利亚也有集合了设计、艺术、音乐和服务的ME品牌，坐落于富有文化气息的城市，为旅行者提供超越了单纯住宿的难忘体验。除了传统的酒店，美利亚其下还有西班牙酒店公司中独一无二的度假俱乐部品牌：Club Meliá；与一价全包式服务帕拉提苏，这个致力于奢华旅游的度假品牌，体现了美利亚产品和服务的多样。
除此之外，美利亚更是“商务休闲”这一酒店领域的开创者，Gabriel Escarrer介绍道，商务休闲旅游的关键动力在于“发现世界和获得文化体验”。美利亚旗下的盛美利亚品牌正是为商务休闲旅行者所创，致力于为全球独具慧眼的宾客打造专属的高端酒店及度假村体验，其标志性的“红手套”服务享誉全球。比如说，旅行者可以在西安盛美利亚酒店享受到酒店工作人员对于古都文化景点和繁华都市的独家解读。
2017年，全球共有20余家美利亚酒店开幕，包括首家先进的可持续设计酒店塞伦盖蒂美利亚酒店（Meliá Serengeti Lodge）以及由已故建筑师Zaha Hadid操刀设计的杰作——迪拜ME酒店 （ME Dubai）。除了在表现最稳定、最强劲的度假村酒店领域，持续发力，巩固领导地位，更进一步提升旗下酒店的国际化和多元化定位，尤其是包括亚洲、地中海地区和加勒比海地区在内的目的地。
面对最新的市场趋势，在集团庆祝60周年之际，Escarrer则强调了集团在创新和迅速变化的环境中保持领先的实力。面对目前旅客需求的市场超细分，美利亚酒店集团将推出更多品牌。2017年，集团完成了品牌架构更新、度假村酒店品牌的升级和创新，包括Sol酒店（Sol Hotels）及其新的副品牌Sol House、Sol Beach House与Sol Katmandu，以及城市商务休闲品牌美利亚酒店和怡思得酒店。
酒店体验的全球关注度不断增长，尤其是美食方面，为此，Escarrer指出了美利亚酒店集团全新的餐饮战略，包括向旗下所有品牌介绍新餐饮理念，为高档品牌酒店引入米其林星级餐厅和特色餐厅，同时将酒店露台打造为城市中心休闲时光的聚会热门地点。
谈到基于所谓“共享经济”的破坏性商业模式的影响，美利亚酒店集团将强化旗下品牌，提供更优质、更个性化的服务，提升高档和奢华酒店品牌，同时继续致力于保持其度假村酒店品牌的领导地位，而这一领域度假租赁并不具备同等竞争力。
面对数字化挑战， Escarrer对集团的数字化转型颇感骄傲，转型涉及新的销售、个性化服务和收益管理的工具，同时还包括一个功能更齐全，可用任何类型设备访问的美利亚酒店集团官网melia.com。作为“美利亚数字化”项目的一部分，无论是面对消费者的B2C市场还是面对旅行社和旅游经营者的B2B市场，集团均研发了新的销售和通信的功能和渠道。这使集团的在线销售额在2017年增长了30%。
布局中国市场，加码亚太
美利亚酒店集团在亚太地区发展迅速，酒店数量在过去的5年中增长了5倍，共计增加了30多家酒店。其间，中国是重点发展区域，“我们目前在中国已开业4家酒店，并有6家正在筹建中。我们预期每年会签约3-4家酒店。”Escarrer表示。
在已投入运营及筹备开业的亚太地区45家酒店中，有16家酒店位于印尼、10家位于中国、7家位于越南、4家位于泰国、5家位于马来西亚、1家位于蒙古国以及1家位于缅甸。Escarrer表示，美利亚酒店集团对于亚太地区的重视不仅体现在酒店数量增长上，集团还发展了一项针对中国顾客的服务计划，以确保全球各地的酒店都能更好地满足这个日益强大的顾客市场的需求及期望。
André Gerondeau表示，从4到5年时间来看，亚太地区将成为美利亚酒店集团的“新古巴”，在亚太地区已开业以及正在筹建的酒店中，几乎100%是由全新或是经过完全整修的酒店组成。
“我们的目标是变得更强大，而非仅仅将规模变得更大。”Escarrer表示，美利亚独特卖点是休闲酒店起家并在休闲酒店领域拥有领导地位，拥有西班牙式的热情好客，理想的集团规模、家族企业兼上市集团，这些卖点在竞争中非常重要，可以征服新兴以及强大的商务休闲市场。Escarrer认为，由家族创立兼经营的集团更具竞争力，尤其是在亚太地区。另外该集团别具一格的品牌组合也令其在酒店业中脱颖而出。
此外，Escarrer还向我们介绍了为中国旅行者量身打造的“Peng You”服务，作为一个家族企业，我们明白“家”的重要性。酒店的入住体验和细节都必须不断加强，以臻完美，力求为宾客打造舒适、自在的体验。为了把这种体验带到我们的酒店，美利亚酒店集团近期在全球范围内启动一项名为“Peng You(朋友)”的客户体验计划。”
“Peng You”取自“朋友”的中文拼音，项目内容包括了：酒店入住、客房设施、餐饮服务及支付方式多元化， 为中国游客打造出宾至如归的体验。“Peng You”取自“朋友”的中文拼音，项目内容包括了：酒店入住、客房设施、餐饮服务及支付方式多元化， 为中国游客打造出宾至如归的体验。在有“Peng You”项目的酒店里 会有说普通话的员工在前台接待中国游客，客房里将会提供茶室和拖鞋等特殊设施。中国游客也可以选择传统中式早餐——粥、炒面、粤式点心和油条。除此之外，“Peng You”项目的酒店可接受中国银联信用卡支付。
“Peng You”是一项对客房设施和服务的统一标准，以满足中国出境游客的特殊需求和期望。集团旗下的七大品牌都选择了参与此项目。
Gabriel Escarrer Juliá于2016年12月辞去了首席执行官职位，而他的儿子Gabriel Escarrer Jaume则接下父亲的职责，美利亚在家族间完成了一次传承与发扬。而在Escarrer看来，这种结合了严谨性，透明度以及家族商业价值的上市公司治理模式正是美利亚生生不息，得以繁荣的最大秘诀。
“我们已经按照自己的风格运作了60年，我相信下一个60年，我们依然能用勤奋的敬业精神，重视与合作伙伴维持长久关系的初心，以及坚持西班牙的热情与度假这种酒店格调，让美利亚越来越好的传承下去。”Escarrer说。
GABRIEL ESCARRER JULIA
AN AMBITIOUS DREAM， A FAMILY LEGEND
AN AMBITIOUS DREAM， A FAMILY LEGEND
In 1956, Gabriel Escarrer Juliá was only 21 years old when he founded what is now Meliá Hotels International, acquiring and managing a 60-room hotel on the island of Majorca, where he was born, and where he still maintains the headquarters of what has now become one of the most successful hotel companies in the world. For the 5 years before that, Escarrer worked in tour operations and got his first taste of the emerging tourism industry, of which he would later become a visionary, pioneer and transforming entrepreneur.
Over his six decades as Chairman, the company consolidated its leadership in Spain, the birthplace of European holiday travel, and extended it to the American Caribbean and Southeast Asia, as well as to Europe, regions where it continues to grow and is now acknowledged as one of the leading hotel groups. Over these years, Escarrer formed a number of strategic alliances that strengthened the company positioning in destinations such as Cuba and Indonesia, and in the 1990s, after several acquisitions of medium-sized and large hotel chains, Meliá extended its operations to urban hotels in Spain, Europe, Asia and America. During the same period, the company IPO brought with it a new stage of growth which was strengthened by strategic planning and the debut of the second generation of family members in management, marking the beginning of a profound cultural transformation to prepare it to face the challenges of a new business environment in the 21st century.
One of the high spots in the history of the Company took place in the 80s, when the Group founded by Escarrer acquired two of the most important hotels chains in Europe at that time: Hotasa and Meliá, representing an additional 70 hotels in just one year. With this acquisition, the Group obtained greater importance in the national and international markets, as well as stronger brand recognition.
After emerging from the major financial crisis that shook the industry between 2008 and 2013, and after ensuring that the company was in very safe hands, Gabriel Escarrer Juliá resigned his executive powers in December 2016, transferring control to his son Gabriel Escarrer Jaume as Vice Chairman and Chief Executive Officer, with the elder Escarrer assuming the role of Non Executive Chairman, as well as remaining as Chairman of the Board of Directors and of the Annual General Shareholders' Meeting.
As a result of his extensive experience in the travel industry, Gabriel Escarrer Juliá has received numerous awards that acknowledge his important contribution to Spanish and international hospitality. One of the most emotive for the founder of Meliá Hotels International was the achievement of a Doctor Honoris Causa degree from the University of the Balearic Islands (UIB) in December 1988. As early as 1998 he received the "Tourist Personality of the Century" award, winning a large majority in a survey of 300 travel industry professionals.
A year later he received more prestigious awards such as the “Best Entrepreneur in Construction and Real Estate Promotion” from the Masters in Management of Construction and Real Estate Companies and the "Actualidad Económica" magazine, “Corporate Hotelier of the Year" from the well-known American "Hotels" magazine, and several Lifetime Achievement Awards from such prestigious organizations as the International Hotel Investment Forum, the World Tourism Organization and the European Hospitality Awards.
In May 2001, Escarrer was selected to join the exclusive "Hall of Fame" of the British Travel Industry. His candidacy was proposed and endorsed by some of the most important people in the international tourism industry, as well as existing members of the Hall of Fame such as Martin Brackenbury (Federation of Tour Operators and Airtours), Richard Branson (Virgin), Michael Bishop (British Midland) and David Crossland (Airtours). That same year, the Chairman of Meliá Hotels International joined the “Hall of Honor” at the Conrad N. Hilton School of Hotel Management at the University of Houston (USA), sharing honours with Lynn and Ed Hogan (Pleasant Holidays), Alice Sheets Marriott (Marriott Corporation) and Marilyn Carlson Nelson (Carlson Companies).
In 2002 Meliá Hotels International signed an agreement with the Balearic Islands University to create the "Meliá Chair in Tourism Studies", which has ever since organized an annual "Gabriel Escarrer Tourism Studies Award
Gabriel Escarrer received acknowledgement for his career from the Ibero-American Conference of Tourism Ministers and Entrepreneurs in 2006, coinciding with the 50th anniversary of the company, and also obtained the Balearic Islands Medal, the highest distinction of his local community, in recognition of his work, and the Chamber of Commerce Medal of Majorca, Ibiza and Formentera. In 2011, Escarrer received a Lifetime Achievement Award at the European Hospitality Awards in London in recognition of his long career as founder of the largest hotel in Spain and third largest in Europe. In 2012 MKG also awarded him an award at the Worldwide Hospitality Awards in Paris, and he also received a Lifetime Achievement Award from the World Tourism Organization. In 2016, he entered the Hall of Fame of the Hotel-E Investment Conference, one of the most important international hotel investment forums, and was also named Honorary Ambassador of Brand Spain.
Recognized as one of the key figures in the history of international tourism, Gabriel Escarrer continues to contribute the experience and know-how acquired over more than 60 years as non-executive Chairman of Meliá Hotels International and Chairman of the Board of Directors and the Annual General Meeting. He also maintains intact his faith for the transforming power of tourism in society, an industry that that he believes "unites countries, crosses borders, and promotes social and economic welfare."
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