The Alor Valley Resort, can be described as a Hospitality 3.0 concept located inside the breathtaking XiXi National Wetland Park, near the city of Hangzhou. For guests visiting, the resort aims to offer a personal immersive experience that draws on the resorts unique landscape, authentic heritage and a balance between environmental and human needs. It aims to represent a forward vision for the future of Chinese hospitality.
FROM THE IDEA TO REALITY
The name - Shili Fangfei (十里芳菲) in chinese - embodies the Soul/Ethos for the project was created by the founder, Bei Zhang, reflecting a gift each guest should receive when visiting her resort, a “feeling at home” and a transfer of “luck and fortune”.
In order to bring this Soul to life, the resort’s overall theme is built around five key concepts - good wish (美愿 - mei yuan), impromptu (美力 - mei li), handcrafted (美物 - mei wu), food (美食 - mei shi) and living (美宿 - mei su) - and perfectly fuse together the Chinese and Western styles to create a "New Life Aesthetics”.
For this engagement, CBi China Bridge supported the owner in transforming the idea into an actionable Strategic Service Blueprint. Beyond strategy, we also needed to make sure the team was enabled with a new service mindset, the tools and methods for tackling the development of the resort strategy, customer profiles and experience offering. The use of Service Design combined with an engaged and empowered organization, helped Alor Valley quickly bloom. During 2 years, CBi China Bridge has continually supported Alor Valley organization and the founder, going from inception, to piloting and now the full implementation of the resort.
GOAL & CHALLENGES
From the start, the goal was to create a Strategic Blueprint that guides and enable the organization to implement the strategy and continually innovating the customers’ experience, while also providing a new definition for the future of Chinese hospitality.
To the founder, innovating the Chinese traditional model of hospitality was important to the success of this resort, but it is just as critical to co-create the perfect soul of this project together with her team members, partners, community and customers.
• How to break and change the current traditional concept of “hotel” and give it a real “soul”?
• How to fully understand the customers’ perception in order to design a better system?
• How to build an innovative product leveraging on the know-how of the team,