Chapter 1991： 6 good

Xiao Zha obviously didn't want to have too much communication with Yang Cheng on the ZZ issue, and changed the subject very bluntly. "Jason, besides coming to see you in New York this time, I also have to meet with some investment banking experts on Wall Street. Maybe we can talk. There was a different spark. I will host a dinner at the hotel tonight. I hope you can come and participate."

Yang Cheng couldn't refuse such a gathering, so she accepted it after a slight pause.

After Xiaozha left, Liu Junyu came in to pack the wine glasses, and Yang Cheng said, "I'm going to attend Zuckerberg's dinner tonight. Will you come with me?"

Liu Junyu has long been familiar with such things, "Okay, do I need to prepare evening dresses?"

"Um~ get ready, in the afternoon you will have someone come to do your styling~"

"Got it~"

When Yang Cheng was about to return to his desk, Liu Junyu suddenly said, "By the way, IHG is approaching Six Senses' capital for an acquisition~"

"Six Senses?"

This is a luxury hotel group that has emerged in recent years. Its positioning is similar to that of Aman, but it is more extreme in the pursuit of ideas.

IHG is the InterContinental Hotel Group. Luxury hotel is the most popular vocabulary in the hotel industry in recent years. Instead of building it from scratch, it seems more in line with the routine of capital operation to pick up the ready-made ones.

Six Senses is a proper luxury resort hotel. After joining IHG, it will become a top brand under IHG.

After Marriott merged with SPG, Accor had enough of Fairmont, etc., the hotel industry's oligarchs became more and more prosperous, and IHG's acceleration in the layout of luxury hotels is not surprising.

But isn't IHG contacting Regent? Why are you focusing on Six Senses again?

To be honest, in Yang Cheng’s view, simply acquiring Regent will not cause any fluctuations in his heart, but if he acquires Six Senses, Yang Cheng will inevitably have to consider more. After all, the Six Senses hotel itself can be called a legend in the industry. , Is often rated as one of the best hotels in the world by travel magazines, and its hotels are the places where countless Internet celebrities check in.

In some ways, the limelight is better than Amman.

Six Senses actually consists of three brands, Six Senses Hotel Resort, Six Senses SPA, plus two Evasons.

All hotels under Six Senses are located in world-renowned tourist resorts, and are basically top beaches or top landmarks.

There is only one in country Z located at the foot of Qingcheng Mountain in Sichuan Province, and you can go up the mountain with a battery car.

In recent years, Six Senses has also stepped up its global deployment. A total of 12 Six Senses resorts and one Six Senses SPA are under construction, including the YS Six Senses Hotel in the Southern Town of Country Z, Six Senses Hotel Dayan Zhiben and Six Senses New York. Hotel.

If this acquisition is successful, IHG mileage will have more options to redeem for a luxury hotel, even the current IHG top 70K redemption is also cost-effective.

The Six Senses originally emphasized the legacy of being left behind and returning to the original, focusing on the experience of in-depth hotel local culture, respecting the local culture, nature and people to the greatest extent, rather than simply superficial luxury.

The most famous is probably the "NoNews, NoShoes" slogan, no shoes, no news: here, no matter how prominent a person is, he must follow the rules: put down his mobile phone, don’t wear shoes, and enjoy a back-to-virtual life and an escape from the world. , Which quickly became a popular holiday destination for celebrities.

However, with the rapid expansion of the hotel as a whole, these initial brand concepts are constantly changing, but they have maintained fairly well, especially in the area of ​​environmental protection, which is better than Amman.

Story marketing has always been a marketing strategy that many brands are passionate about. Beautiful love stories or hard-working inspirational stories. These melon-eating people like to hear and see stories are the easiest to win the favor of consumers. It happens that the "founders" of Six Senses have Such a love story:

More than 20 years ago, Sonu, a rich British Indian-born son, met the swedish model Eva at a cruise party.

Sonu fell in love with Eva at first sight, and Miss Eva was not dizzy by this 18k gold real local tyrant, but chose to start with friends and observe slowly.

Persevering Sonu has gone through a long time to fight monsters and upgrades, and finally moved Eva, and the two finally became married.

The Bi people started a sweet honeymoon trip in the Maldives, but the Maldives in the 1980s only had beautiful scenery and ugly hotels...

With such a beautiful sea view, how can you live so badly?

However, in SonuShivdasani's original words: we feel as if we lived there together in previous lives.

Is this answer romantic enough? But the way that rich people carry out romance to the end is something ordinary people will never envy in their entire lives~

They decided to buy the island to build a house of their own, but due to the policy, their desire to buy the island privately could not be realized, so in the name of investment, the couple founded their first hotel under their names. The abbreviated name, as a witness of love, sprinkled a handful of dog food to the world.

In 1995, SonevaFushi was officially completed, a holiday villa with a swimming pool and high-level spa facilities. This was undoubtedly the icing on the cake for the Maldives where the hotel industry was still extremely scarce at that time.

Soneva uses deserted islands as a selling point. Even if it is not decorated with magnificent design, it will cost a lot of money to stay in the resort for one night.

The price of the smallest villa in the resort is about US$1,500 per night. If it is peak season, the price will go up even more, sometimes as high as US$4,000.

The high prices are not an exaggeration to call luxury, but the decoration design here is not at all pompous of high-end hotels. SonuShivdasani obviously has a more intuitive understanding of the word "luxury": rare!

Do luxury goods have to be expensive? Not necessarily. For the wealthy class, luxury has another level of meaning. After all, ‘expensive’ is nothing in their eyes. Rarity is something worth pursuing.

So Soneva provides the ultimate service experience: a personal butler is waiting when you get off the plane, and you follow the butler to the resort VIP lounge. The specifications of the lounge are roughly the same as the hotel room.

In addition to massage breaks, you can also choose the equipment that needs to be prepared in the room and fill out a small questionnaire about your preferences.

Including: the material of the pillow, the degree of hardness, what kind of flavor the bathroom in the room, mint or lemon flavor, etc.

After about half an hour of water flight, the plane arrived at SonevaFushi's small airport.

The airport is built on a special island, so it takes a 3-minute speedboat ride to get to the hotel.

Of course, if you travel by your own private jet, the lift service is also available here.

Some people say that in Soneva, from the beginning of the island means full-body relaxation, so sitting on the speedboat, the housekeeper will take a cloth bag to collect shoes.

The "barefoot" concept featured here actually tells the guests:

From now on, you can do what you like to do as you want, and you can live like you live in your own home without caring about the eyes of others. The staff here will support you unconditionally, no matter what you want to do. .

For wealthy businessmen and celebrities who are entangled in official duties, their basic needs are to remove their armor against the world and concentrate on eating, drinking, and experiencing the beauty of life with the people around them.

With beautiful scenery, comfortable living experience, and considerate humanized services, upholding this philosophy, many wealthy European businessmen have become Soneva's guests, and the "breaking off diplomatic relations with the world" style of vacation is praised.

So now most of the guests staying in the hotel, even more than half are repeat customers.

While Soneva's idea won the support of the guests, it also attracted the capitalist who discovered the new world, so they sent a friend application to SonuShivdasani.

Obviously SonuShivdasani accepted the friend certification, but his wife believes that his son and nephew should be different in nature, so they cannot be named Soneva.

So the couple officially named the brand "SixSenses", which is today's Six Senses Hotel.

In 2012, Pegasus, a private equity fund management company from the United States, announced that it had acquired all resorts and spas under the SixSenses and Evason brands of Six Senses, while SonuShivdasani and his wife left only three Soneva to operate themselves.

For this decision, Sonu Shivdasani will never regret, he does not want to tie himself to a cumbersome contract, which will make him lose his original business philosophy.

This is easy to understand. When you are helping others to manage the company, the issues you actually have to consider are more about the profit and expansion of the hotel;

And managing your own hotel is more like teaching your own children. You need to put more energy into making his "personality" as complete as possible. These are two completely different concepts.

The former tends to be more model-oriented, such as Marriott. As an internationally renowned hotel group, Marriott is undoubtedly successful. It has more than 30 hotel brands under its name. Although it can respond to people from all walks of life and various needs, it gives people a feeling It's still too similar, that is to say-their difference is only a name.

The latter is obviously more interesting. The couple still prefer this operating model and are full of confidence in the prospects under this model.

Therefore, SonuShivdasani chose to sell SixSenses and other sub-brands to capital.

After being acquired, SixSenses, which inherited Soneva's business philosophy, began to expand rapidly around the world, and Qingcheng Mountain had its first Six Senses.

Moreover, SonuShivdasani himself has a very unique view on entering the country Z market. Of course, they are also very concerned about the country Z market, but the current data shows that country Z customers are actually more inclined to vacation abroad so he does not think Soneva Opening in Country Z can generate greater profits, maybe they don't have the energy to run a hotel by themselves.

Six Senses are obsessed with natural beauty. They always choose the best local scenery and try their best to preserve the original natural beauty.

For example, the Six Senses in Seychelles, although they contracted the entire Felicite Island, only one-third of the area was used to build the hotel, and the rest of the area maintained the original local style and achieved true harmony with nature. get along.

This kind of environmental protection concept is difficult to achieve in Amman today. For this point, a large number of environmentalists around the world are potential users of the Six Senses, and there are many rich people among them.

Six Senses collects a large number of local natural materials to make items with unique local characteristics. Although the cost of plastic water bottles is lower, Six Senses refuses to use them. Instead, they have installed water purification equipment in every Six Senses hotel around the world and are completely independent. To produce and purify drinking water, it is packed in glass bottles with explosive appearance and placed in the room for residents to drink, contributing to ecological protection.

So in terms of environmental protection, even Yang Cheng also praised the Six Senses.

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