Part A :

Good morning everyone.

早晨好。

Today's lecture forms part of the Hospitality and Tourism module.

今天，我们演讲的内容是关于酒店和旅游管理模块。

Last week I looked at the economy end of the hotel business.

上周我看了酒店的经济情况，

This week I'm going to discuss The luxury end of the market.

这周我将讨论高端市场。

Let's consider the following scenario.

让我们考虑下面的场景…

You wake up in the middle of the night in a strange hotel miles away from home,disoriented most probably from jet lag, when even the most expensive surroundings can seem empty and dispiriting.

你在半夜醒来在离家很远的陌生旅馆，迷失方向，有可能是由于时差，即使最贵的旅店也让你觉得空荡和失落。

You have paid a great deal of money to stay in this first-class hotel with its contemporary technology but according to recent research carried out by an international travel and public relations company, all is not well.

您已经支付了大量的资金留在这家一流的酒店，其技术领先，但根据最近的关于国际旅行和公关公司的研究显示一切并不好。

The research suggests that even the most opulent luxurious hotels seem to have underestimated the most basic needs of their customers-be they travelling for work or pleasure the need to feel at home in surroundings which are both familiar and inviting.

研究表明，即使是最华丽的，豪华的酒店似乎低估了消费者最基本的需求是他们出差或娱乐：需要感到周围是熟悉的家。

Do these findings, however apply only to hotels situated in particular areas?

然而，这些发现仅适用于特定领域的酒店吗?

Is it possible that the external environment can affect a guest's well-being?

外部环境能影响一个客人的幸福感是可能的吗?

The company's research covered a whole range of different hotel types, both independent hotels and those which are part of large chains.

本公司的研究涵盖了不同类型的酒店，包括独立的酒店和大型连锁店的一部分。的乡村深处

They investigated chic so-called boutique hotels in the heart of downtown business districts stately mansions located in the depths of beautiful countryside,

他们调查了在市中心商业区中心别致的所谓的精品酒店，庄严的大厦坐落在美丽的乡村深处，

And plush hotels built at the edge of tropical beaches surrounded by palm trees and idyllic blue ocean

豪华酒店建在热带海滩棕榈树环绕的田园般的蓝色海洋的边缘。

And the research concluded that what was outside the hotel building simply didn't matter.

而这方面的研究得出的结论是：和酒店大楼外面的东西根本没关系。

This is a fascinating revelation and those of you hoping to move into careers in the travel and leisure industry would be well advised to look at the findings in more detail.

这是一个令人着迷的启示，如果你希望在旅行和休闲行业发展，建议你看看更详细的调查结果。

But back to the main point of this lecture the need to feel at home.

但回到本次演讲的要点…这种感觉在家里的需求。

What can the hotel industry do about it?

酒店业可以做些什么呢?

And is the very idea so subjective that it's impossible to do anything about it on a global basis?

这是一个非常主观的想法，在全球的范围内，这是可能实现的事情吗?

Part B :

However, nothing stands still in this world.

然而，在这个世界上没有什么是静止的。

One company has come up with the slogan"Take Your Home With You", and aims to provide clients with luxury serviced apartments .

一家公司已经提出了“带你回家和你在一起”的口号，目的是为客户提供豪华的酒店式公寓。

Those in the business travel industry maintain that these serviced apartments dispense with all the unwanted and expensive hotel services that business travelers don't want,

那些在商务旅行行业认为，这些酒店式公寓把所有不必要的昂贵的酒店服务去除，

while maximizing the facilities they do want .

并且把商务旅行者想要的设施扩大。

For example, not only sleeping and living accommodation but also a sleek modern kitchen that allows guests to cook and entertain if they wish at no additional cost.

例如，不仅是提供睡眠和生活的住宿，而是提供一个现代厨房，让客人做饭和娱乐，如果他们喜欢，也没有额外费用。

The attractions of such facilities ale obvious and it'll be interesting to see whether the company manages to establish a trend all over the world and make a lasting impact on the luxury accommodation market.

这些设施的吸引力是显而易见的，看公司管理者们建立这样一种趋势，对世界各地的豪华住宿市场和持久的影响，将是很有趣的。

Now, finally I want to consider the psychology underpinning the traditional holiday hotel industry.

现在，我终于要讲到传统假日酒店业的心理支柱。

As a hotelier, how do you go about attracting people to give up the security of their own home and entrust themselves to staying in a completely strange place and sleeping in an unfamiliar bed?

作为老板，你怎么去吸引人们放弃自己家的安全和委托自己呆在一个完全陌生的地方，睡在陌生的床上?

Firstly, hotels exploit people's need to escape the predictability of their everyday lives.

首先，酒店利用人们的需求来逃避他们日常生活的可预测性。

For a few days, people can pretend they are free of responsibilities and can indulge themselves.

有几天，人们可以假装他们是自由的，可以纵容自己。

Secondly, there is something very powerful in our need to be pampered and looked after.

其次，有些时候我们需要宠爱和照顾，

It's almost as if we return to being a baby,when everything was done for us and we felt safe and secure.

仿佛我们回到了婴儿，当一切都为我们做好了，我们感到很安全。

And not far removed from this is the pleasure in being spoilt and given little treats like the miniscule bottles of shampoo and tiny bars of soap,

给自己一点小的宠爱，如小零食，洗发水和小肥皂的小瓶子，

the chocolate on your pillow at night—and we actually forget that we are paying for it all.

放巧克力在你的枕头在晚上，我们会忘了我们为它付出的价钱!

Next week I'm going to look at eco-hotels a fairly new phenomenon but increasingly popular...

下个星期，去看看生态酒店，它是一个相当新的现象，但越来越流行…