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<head>
  <meta charset="UTF-8">
  <meta http-equiv="X-UA-Compatible" content="IE=edge">
  <meta name="viewport" content="width=device-width, initial-scale=1.0">
  <title>卡片-专题</title>
  <style>
    * {
      margin: 0;
      padding: 0;
      box-sizing: border-box;
    }

    img {
      vertical-align: middle;
      width: 100%;
      height: 100%;
      object-fit: cover;
    }

    body {
      font-family: "PingFangSC-Regular", "PingFang SC";
      position: relative;
      background-color: #FBFCFF;  
      /* height: 1000px; */
    }

    .container {
      padding: 30.1333vw 5.8667vw 8.8vw;
      background: url('https://app-stc.zjol.com.cn/card-share/subject/subject_bg.png') no-repeat top center / 100% auto;
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    .card {
      /* border-radius: 6px; */
      /* filter: drop-shadow(0px 3px 15px 0px ); */
      filter: drop-shadow(0px 0px 15px rgba(0, 92, 217, 0.27));
    }

    .card-top {
      border-top-left-radius: 1.6vw;
      border-top-right-radius: 1.6vw;
      /* overflow: hidden; */
      /* height: 200px; */
      background: white;
      /* box-shadow: 0px 3px 15px 0px rgba(0, 92, 217, 0.27); */

    }

    .cover {
      position: relative;
      height: auto;
      padding: 2.1333vw 2.1333vw 0;
      background: linear-gradient(to bottom, #3C9AFC 0%, rgba(255, 255, 255, 0.95) 100%) no-repeat top left / 100% 90%;
      overflow: hidden;
      border-top-left-radius: 1.6vw;
      border-top-right-radius: 1.6vw;
    }

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      position: absolute;
      left: 2.1333vw;
      bottom: 0;
      width: 20.8vw;
      height: 9.8667vw;
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    .cover-img {
      border-radius: 1.6vw;
      border-bottom-left-radius: 0;
      overflow: hidden;

      width: 100%;
      height: 100%;
    }

    .title {
      padding: 4vw 5.0667vw 0;
      font-family: PingFangSC, PingFang SC;
      font-weight: 600;
      font-size: 6.1333vw;
      color: #151515;
      line-height: 8.2667vw;

      overflow: hidden;
      text-overflow: ellipsis;
      display: -webkit-box;
      -webkit-line-clamp: 2;
      -webkit-box-orient: vertical;
    }

    .card>img {
      display: block;
      height: auto;
    }

    .parting_line {
      margin-top: -1px;
      margin-bottom: -1px;
    }

    .bottom_line {
      margin-top: -1px;
    }

    .card-bottom {
      background-color: white;
      padding-right: 5.3333vw;
      /* box-shadow: 0px 3px 15px 0px rgba(0, 92, 217, 0.27); */

    }

    .article-item {
      overflow: hidden;
      text-overflow: ellipsis;
      display: -webkit-box;
      -webkit-line-clamp: 2;
      -webkit-box-orient: vertical;
      padding-left: 8vw;
      position: relative;
      font-family: PingFangSC, PingFang SC;
      font-weight: 400;
      font-size: 4vw;
      color: #151515;
      line-height: 5.8667vw;
      margin-bottom: 4vw;
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    .article-item:last-child {
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      content: '';
      height: 1.0667vw;
      width: 1.0667vw;
      background-color: #151515;
      border-radius: 50%;
      position: absolute;
      /* left: -3.2vw; */
      left: 5.3333vw;
      top: 2.4vw;
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    .footer {
      position: relative;
      height: 11.7333vw;
      margin-top: 4vw;
      display: flex;
      align-items: flex-end;
      justify-content: space-between;
    }

    .footer .legend {
      line-height: 8vw;
      font-size: 3.4667vw;
      color: #151515;
      border-bottom: 0.2px solid rgba(20, 20, 20, 0.5);
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    .footer .qr-area {
      display: flex;
      height: 11.7333vw;
    }

    .footer .qr-area .left {
      align-self: flex-end;
      margin-right: 1.6vw;
      font-size: 3.4667vw;
      line-height: 5.0667vw;
      color: #999;
    }

    .footer .qr-area .right {
      position: relative;
      width: 11.7333vw;
      height: 11.7333vw;
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    .qr-area .right .qr {
      position: absolute;
      left: 0;
      top: 0;
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    .qr-area .right .qr-logo {
      position: absolute;
      left: 50%;
      top: 50%;
      transform: translate(-50%, -50%);
      width: 3.2vw;
      height: 3.2vw;
      border: 1px solid #fff;
      border-radius: .8vw;
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  </style>
  <script src="https://app-stc.zjol.com.cn/qrious.min.js"></script>
</head>

<body>
  <div class="container">
    <div class="card">
      <div class="card-top">
        <div class="cover">
          <img class="cover-img" />
          <img class="subject-tag" alt=""
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        <h1 class="title"></h1>
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    <title>卡片-小图</title>
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吃货圈

2025浙江文化和旅游总评榜

“情绪”已成文旅硬通货，用一张生长的榜单洞察行业十四年

榜单来了！这份浙江旅行清单，您去过几处？

三次登上总评榜，国家特级导游余云建：做文旅，不止流量，更需匠心

8月14日晚，桐庐翙岗古村，2025浙江文化和旅游总评榜发布盛典现场。白衣长须、仙风道骨的“龟仙人”NPC与游客趣味玩梗，被网友亲切称作“龟蜜”。这一幕，正是这张榜单敏锐捕捉文旅新趋势的生动缩影。

新旅讯

暑假出去玩，你一般会选什么样的酒店？是拼硬件看泳池健身房，还是看它离景点近不近？我最近发现，浙江有一批老牌酒店，他们火起来的方式特别有意思，既不是靠降价，也不是靠砸钱翻新，而是把自己变成了一个能讲城市故事、提供情绪价值的目的地。

没错，我也注意到这个现象了。比如在诸暨，有家酒店因为给看完演唱会的粉丝送应援物料、准备夜宵，在社交平台上口碑爆了。还有天台山国清寺旁边一家酒店，客人去那儿不只是睡觉，而是冲着“国清探秘”、跟着老师打易筋经去的。换句话说，酒店这个行业，已经从拼房间大小，进入到了拼“生活体验”的新阶段了。

对，我们先说诸暨大酒店。这家酒店在浦阳江畔，开了快三十年了，去年刚评上国家五星级。但它的总经理韦东红说得很直接，他们不盲目跟别人拼硬件，而是要做“在地文化的翻译官”。这句话特别关键，什么叫翻译官？就是把本地那些好吃的、好玩的、有历史的东西，翻译成客人能直接体验的服务。

举个例子，他们在大堂做了老照片长廊和“城市记忆”展示区，扫码就能听背后的故事。这还不止，他们定期组织员工去乡镇“寻根”，把当地美食、传统工艺的典故挖出来。最绝的是，他们定制了一款叫“诸事暨成”的同山烧，封存三年才卖。这不光是一瓶酒，这是把诸暨老底子的烟火味打包带走了。

而且客群结构也变了。以前这家酒店主要靠商务客，但现在，演唱会经济一起来，他们马上就接住了。像陈嘉桦、陈慧娴这些艺人来诸暨开唱，酒店就推出“粉丝友好”服务，免费提供应援物料，还帮你规划好去演唱会场馆的路线，看完深夜回来，有夜宵备着。我看到有消费者评论说，早餐有次坞打面，退房还送珍珠小礼品，这好感度一下就拉满了。

这就是把服务做成了“人情味”。其实很多酒店都在讲个性化服务，但像这种“只要是宾客所需，我们都会尽力免费提供”的态度，确实能打动年轻客群。他们不是来住店的，他们是来感受独属于诸暨的城市记忆的。

说完诸暨，我们再看天台山。国清寺旁边有一家叫“庐境”的酒店，最近在社交平台上特别火，关键词是“好出片”。今年他们做了开业近十年来的首次系统性焕新，大堂、客房、公共区域都调整了，客人一进来就觉得，这地方怎么拍都好看。

但“好拍”只是第一步。庐境最核心的竞争力，是它离国清寺只有500多米。过去这个优势被简单理解为“位置好”，现在他们把它做成了一套完整的“60小时生活圈”产品。每天早上8点半，住店客人可以免费参加“国清探秘”，由酒店自己培养的讲解员带队，每人一个耳麦，深入了解国清寺的历史文化。

下午回来，3点到5点，你可以在酒店跟着老师打一套易筋经，或者做静心冥想。这个体验感太强了，它不是在卖房间，是在卖一种微度假、慢疗愈的生活方式。而且餐饮也做得特别聪明，他们把原来酒店前台的位置改成了“庐境面坊”，人均三四十块，主打素面和天台特色小菜，只做中午一顿，高峰时一天能卖百来碗。

这账算得过来，投入不大，翻台快，把一个闲置角落变成了营收点。更重要的是，客人不想出门，下楼就能吃一碗地道的素面，体验感又加了分。他们的欢迎礼包也很有心，脚贴、蒸汽眼罩、卸妆巾、洗脚药包，把“人情味”直接做成了伴手礼。客人评价说，“住在千年古寺旁，心都静了”，这种情绪价值，是硬件升级给不了的。

其实从这些案例里我们能看出一个趋势，以前酒店卖的是房间，现在卖的是“生活”。比如嘉善云澜湾泓璟四季酒店，直接把古戏台搬进了大堂，自己有十几人的演出团队，定时和游客互动，还连续三年举办“七夕曲会”，邀请全国昆曲爱好者来，今年已经有两百多人报名了。

还有宁波十七房开元观堂，依托明清古建筑群，暑期推出“海商风云录”夜游、水街戏水、大鱼巡游这些沉浸式体验，甚至用双语导览、汉服迎宾来接待境外游客。杭州锦豪雷迪森酒店，把服务延伸到了富阳银湖体育中心赛场，为观众和工作人员提供餐饮。这些酒店都在重新定义自己的空间价值。

浙江省文化广电和旅游厅市场管理处的副处长蔡建锋也点到了一个关键，他说，焕新不能只看硬件，更要看管理者的思维是不是真的跟上了市场。那些原来口碑好、客流有优势的存量酒店，和一批有特色有潜力的新选手，都在共同形成市场的增量。

浙江省饭店业协会的副会长兼秘书长陈倩也强调，存量酒店焕新是否成功，关键看市场认不认可。这个焕新是产品体系、服务体系、数字化、绿色低碳、在地文化内容，甚至经营模式等多维度的焕新，最终要能为酒店真正赋能。

总结一下，在同程旅行数据显示2026年暑期浙江酒店房价基本持平甚至有微降的背景下，这些酒店没有陷入价格战，而是通过文化深耕、场景重构和客群破圈，找到了新赛道。它们告诉我们，当行业告别高速增量扩张时代，真正的竞争力不是你的楼有多高，而是你能给客人提供多深的记忆和体验。

没错，把酒店变成一个目的地本身，而不是去目的地的附属品，这才是存量时代最聪明的打法。好了，今天的分享就到这里，我们下期再见。