Chapter 1991 6 Good Things

Xiao Zha obviously didn't want to have too much communication with Yang Cheng on the ZZ issue, so he changed the subject abruptly, "Jason, in addition to meeting you this time in New York, I also want to meet with some investment banking experts on Wall Street. Maybe we can talk about it." A different kind of spark burst out, I’m hosting a dinner party at the hotel tonight, I hope you can come.”

Yang Cheng couldn't refuse such a gathering, so he agreed after a slight pause.

After Xiao Zha left, Liu Junyu came in to collect the wine glasses. Yang Cheng took advantage of the situation and said, "I'm going to attend Zuckerberg's dinner tonight, will you come with me?"

Liu Junyu was already familiar with such things, "Okay, do you need to prepare evening clothes?"

"Well~ get ready, you can have someone come do your styling in the afternoon~"

"Got it~"

Yang Cheng was about to return to his desk when Liu Junyu suddenly said, "By the way, IHG is contacting the capital side of Six Senses for acquisition~"

"Six Senses?"

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

IHG is InterContinental Hotels Group. Luxury hotels are the most popular words in the hotel industry in recent years. Instead of building one from scratch, it seems more in line with capital operation routines to directly pick up ready-made hotels.

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

After Marriott merged with SPG, Accor acquired Fairmont, etc., the oligarchs in the hotel industry became more and more powerful, and it is not surprising that IHG accelerated its layout in luxury hotels.

But isn’t IHG contacting Regent? Why are you targeting Six Senses again?

To be honest, in Yang Cheng's view, he would not have any fluctuations in his heart simply by acquiring Regent. But if he acquires Six Senses, Yang Cheng will inevitably have to think 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 check-in places for countless Internet celebrities.

In some ways, it's even more popular than Amman.

Six Senses actually consists of three brands, Six Senses Hotels and Resorts, Six Senses SPA, and two Evason hotels.

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

There is only one in country Z located at the foot of Qingcheng Mountain in Sichuan Province.

You can go up the mountain by getting on a battery car.

In recent years, Six Senses has also stepped up its global presence. A total of 12 Six Senses resorts and one Six Senses SPA are under preparation, including YS Six Senses Hotel in the southern town of Z Country, Six Senses Hotel Daiwan Zhiben and Six Senses New York. hotel.

If this acquisition is successful, IHG miles will have the option of redeeming a luxury hotel. Even the current IHG top 70K redemption is a good deal.

Six Senses originally focused on leaving behind the world and returning to nature, focusing on in-depth experiences of the local culture of the hotel, respecting the local culture, nature and people to the greatest extent, rather than simple superficial luxury.

The most famous one is probably the slogan "No News, No Shoes", no shoes, no news: here, no matter how prominent people are, they must follow the rules: put down their mobile phones, don't wear shoes, enjoy a return to nature life, and escape from the world. Its unique style has quickly made it a popular resort 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, and they have done better than Amman.

Story marketing has always been a popular marketing strategy for many brands. Beautiful love stories or difficult inspirational stories. These story formats that are loved by the masses are the easiest to win the favor of consumers. It just so happens that the "founder" of Six Senses has Such a love story:

More than 20 years ago, Sonu, a wealthy British-Indian son, met the popular Swedish model Eva at a cruise party.

Sonu fell in love with Eva at first sight, but little sister Eva did not get carried away by this 18k gold real rich man, but chose to start as a friend and slowly observe.

The persistent Sonu fought monsters and leveled up all the way, and after a long period of pursuit, he finally moved Eva, and the two finally got married.

The beautiful couple embarked on a sweet honeymoon trip in the Maldives, but in the 1980s, the Maldives had only beautiful scenery and ugly hotels...

How could such a beautiful sea view lead to such a bad stay?

However, in the original words of Sonu Shivdasani: We feel as if we have lived there together in previous lives.

Is this answer romantic enough? But the way rich people carry their romance to the end is something ordinary people would never envy~

They decided to buy the island and build a house of their own, but due to policies, their wish to buy the island privately was difficult to realize. So in the name of investment, the couple founded their first hotel and named it The abbreviated name, as a testimony of love, spreads a handful of dog food to the whole world.

In 1995, Soneva Fushi was officially completed. The resort villas with swimming pools and high-level spa facilities were undoubtedly the icing on the cake for the Maldives, which was still extremely deficient in the hotel industry at that time.

Soneva uses desert islands as its selling point. Even if it is not lavishly designed and decorated, 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 goes up even more, sometimes even as high as US$4,000.

The high house prices are not an exaggeration to call it luxury, but the decoration design here is not at all exaggerated like a high-end hotel. Sonu Shivdasani 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, and rarity is something worth pursuing.

Therefore, Soneva provides the ultimate service experience: a personal butler will be waiting for you as soon as you get off the plane, and you will follow the butler to the resort VIP lounge. The specifications of the lounge are roughly the same as those of hotel rooms.

In addition to having a massage, you can also choose the supplies you need to prepare in the room and fill out a small questionnaire about your preferences.

Including: pillow material, softness and hardness, what kind of smell the room bathroom should have, mint or lemon, etc.

After about half an hour of water flight, the plane arrived at the small airport in Soneva Fushi.

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

Of course, if you are traveling by private jet, lift services are also provided here.

Some people say that being in Soneva means total relaxation from the moment you land on the island, so while sitting on the speedboat, the housekeeper will bring a cloth bag to collect your shoes.

The "barefoot" concept featured here actually tells guests:

From now on, you can do what you like, live as you would in your own home, and don’t care about other people’s opinions. The staff here will fully support you unconditionally no matter what you want to do. .

For wealthy businessmen and celebrities who are busy with official duties, their fundamental need is to take off their armor against the world and focus on eating, drinking, and experiencing the beauty of life with the people around them.

Beautiful scenery, comfortable living experience, and considerate humanized services. Adhering to this concept, many wealthy European businessmen have become Soneva's guests, and the "cutting off from the world" style of vacation is highly respected.

Therefore, most of the guests staying at the hotel now, even more than half, are repeat guests.

While Soneva's concept won support from customers, it also attracted capital investors who were like discovering a new world, so they sent a friend application to Sonu Shivdasani.

Apparently Sonu Shivdasani accepted the friend certification, but his wife believed that there should be differences in nature between biological son and nephew, so they cannot bear Soneva's name.

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

In 2012, Pegasus, a private equity fund management company from the United States, announced the acquisition of all Six Senses and Evason brand resorts and spas, while Sonu Shivdasani and his wife left only three Sonevas for self-operation.

For this decision, Sonu Shivdasani will never regret it. 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 manage a company, the issues you have to consider actually revolve more around the hotel’s profitability and expansion;

Managing your own hotel is more like teaching your own child. You need to invest more energy to make his "personality" as complete as possible. These are two completely different concepts.

The former is 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 cater to all walks of life and people with various needs, it gives people a sense of They are still too similar, that is to say - the difference between them is just a name.

The latter is obviously much more interesting. The couple still prefers this operating model and is full of confidence in the prospects of this model.

Therefore, Sonu Shivdasani chose to sell Six Senses and other sub-brands to capital.

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

Moreover, Sonu Shivdasani himself has a very unique perspective on entering the market of country Z. Of course, they are also paying attention to the market of country Z. However, the current data shows that customers of country Z actually prefer overseas vacations, so he does not think that Soneva can open in country Z. To generate greater profits, they may not have the energy to run a hotel themselves.

Six Senses is obsessed with natural beauty. We always choose the best local scenery and try our best to preserve the original natural beauty of the place.

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

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

Six Senses Hotels collects a large amount of local natural materials to make items with unique local characteristics; even though the cost of plastic water bottles is lower, Six Senses refuses to use them. Instead, it installs water purification equipment in every Six Senses hotel around the world and is completely independent. Produce and purify drinking water, use beautiful glass bottles and put them in the room for guests to drink, contributing to ecological protection.

So in terms of environmental protection, even Yang Cheng would like to praise Six Senses.

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