Repositioning

We have many years’ experience managing the issues that arise when hotel owners and operators decide to change the hotel brand.

The change process requires careful planning, skilful execution and patience if it is to be successful.

Brand transition in the hotel industry is an increasingly common occurrence. Without strong leadership and adequate planning required to cater for the multitude of changes involved, a business could be seriously damaged.

Brand transition can be triggered by any of the following circumstances.

• A global chain or a private equity house selling its non-core hotels
• A change in the company managing a hotel
• A franchise agreement coming to an end
• An unbranded hotel choosing to become an affiliate of a global marketing consortium
• A previously branded hotel being de-branded
• A hotel under construction moving into the pre-opening phase

Our experience is that great care is required to ensure that the people, organisation, processes and technologies are aligned throughout the business. Even more critically, we need to manage those process and technologies that are external to the business.

We’ve done it more times than most - and we’ve always done it successfully.