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Market and Feasibility Studies

Hotel market study
An effective way to assess the potential market demand within an area. It is especially useful for entering new locations or for decisions relating to expansion or growth. Our feasibility study will include detailed information on the following:

  • Market area analysis of primary and secondary competitors
  • Market area demand analysis and forecasted demand patterns
  • Complete area overview of city/location
  • Economic overview of immediate area
  • Conclusions on market opportunity within the identified hotel sector

The market and financial feasibility study
This study remains the most trusted way of assessing the likely future trading for an intended hotel / resort project. The study provides a detailed analysis of the market factors culminating in a full five year P&L forecast, including:

  • Site and support cluster information
  • Market area supply and demand analysis
  • Area overview of city/location
  • Economic overview of immediate area
  • Hotel sector overview
  • Statement of estimated annual operating results
  • Business model with investment returns

The market feasibility and branding study
It is used to determining the demand for a hotel project and assessing which brands would most closely fit within the market opportunity, construction budget and owner’s desire to retain or sell the investment, includes:

  • Site and support cluster information
  • Market area supply and demand analysis
  • Area overview of city/location
  • Economic overview of immediate area
  • Hotel sector overview
  • Branding and hotel brands available
  • Optimal hotel brand and information on brand standards and cost profile
  • Statement of estimated annual operating results
  • Business model with forecast investment returns of hotels/resorts

Owners representative Services
We represent the owners and investors to negotiate the best deal for management company/brands worldwide. We provide full audits, reports/plans of action. Monthly review of results and monthly property visits as well as annual budgets and marketing plans reviews.

Master Planning Consultancy
We believe that any investors or owners contemplating capital investment in a specific site should develop a clear master plan which justifies the investment, lays the foundation for future investment and sets out how this is to be achieved. It should be a working document which is used and modified as functions, objectives and other parameters change.

Our approach is to achieve four main objectives:

  • Align the site with a clear strategy based on the feasibility study and justification for capital investment which clearly highlights the benefits to the business
  • Thoroughly assess the gaps with the current site and its readiness to achieve the objectives set out by its management team
  • Set out a phased capital investment over an agreed time period with cash flow and risk analysis which is clearly presented
  • Provide a hotel/resort brief to the architect and work towards a conclusion of the master plan

There are three phases to reach the objectives:

  • Strategic intent and gap analysis
  • Feasibility design and option development
  • Assessment of options and presentation of final report

Pre-opening Consultancy
The first year of a hotel or resort is fundamental for its positioning. An organized opening of the hotel assures a greater efficiency of service and guest satisfaction and as consequence they assure better cost effectiveness, revenue opportunities and operating projects.

Our approach is as follows:

  • Feasibility study
  • Hotel/resort and facilities brief
  • Consulting during design and build stages of the project
  • Development of pre-opening and manning budgets and working capital guidelines
  • Developing of food and beverage operating concepts
  • Identification, hiring, training of department heads and operational personnel
  • Recommendations of acquisitions of all necessary IT and operating equipment
  • Development and implementation of marketing, advertising, public relations and sales plan

Brand Creation / Brand Identity Consultancy
Hotel brand names can be a big part of the marketing of any type of hospitality ventures. One must either be purchased through a franchise license agreement or membership or created independently. A brand helps provide an identity and a sense of consistency. Creation of a brand is something Absolute Hotel Services can provide to investors and owners based on the brief of expectation and market environment study, all deliverables including brand identity manual. Brand creation includes three phases:

Phase 1

  • Review of competitive brand environment both current and future in target markets
  • Conclusion of the proposed brand’s competitive set
  • Proposed brand positioning in relation to the competitive set
  • Identification and audit of target customer profile, mindset, purchase patterns and demographics

Phase 2

  • Brand Vision statement which will be the call to action
  • Brand Mission statement which is the road map to vision execution
  • Brand pillars which form the foundation of the brand
  • Brand points of difference in product, service, pricing and distribution versus the brand competitive set
  • Brand name and logo
  • Brand promise and mantra

Phase 3

  • Brand Design Guidelines/Technical Standards Manuals to ensure expansion or rebranding consistency
  • Development road map location recommendations which will enable both pure hotel management contracts and investment positions
  • Brand Manual preparation including Operations/HR/Finance/Sales/Marketing/PR /Revenue Management/
    Pre-opening processes
  • Brand job profiles
  • Brand training programs
  • Full brand identity Manual
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