Agenda

  • What’s my hotel worth?
    • How values are calculated:
      • Who should do the valuation?  Can/should you liaise with the agents and valuers?
      • Valuation trends and market value
      • Can value differ from the asking or achieved price?
      • What’s the evidence to support the values?
      • Is a desktop or feasibility best or a ‘full formal’?
      • What constitutes a conflict of interest?
    • Who’s interested in buying and why
    • Who’s investing and why
    • Return on Investment and RevPAR targets
    • Location location location – this used to be of paramount importance but is this still the main factor in determining the value or is the type of hotel more important?
    • Short term tactics that can enhance revenue and value
  • Measuring brand value and performance and its relevance to the hotel’s worth
    • Differences between the major brands
    • Branded vs non-branded – the implications for values
    • Driving up performance – does it matter about the management structure or whether the hotel is a brand or not?  The difference the alternative arrangements make to value
    • Selection criteria of brands
      • What do brands look for?
      • Are there real benefits in the interest?
      • What are the options?
      • What are my likely returns?
    • Data gathering – how to use and benefit from performance data
    • Asset management – ensuring the investment is keeping up performance
  • Models of ownership and operation and how they can impact value
    • Management agreements
    • Franchise agreements
    • Leasehold interests
    • Increasing value through renegotiation or switching to a different model
    • Issues impacting fundability
  • Site values – redevelopment to create a new build hotel vs redevelopment to create a residential/mixed-use vs refurb and upgrade
    • How to decide if the site is worth more redeveloped
    • Opportunities created through redevelopment and new build in the current market
    • Growth areas
    • Sticking points
    • Obtaining lender and management approval
    • Alternative use – options (and consequential values)
    • Criteria for deciding whether to refurbish and, possibly, upgrade
  • Increasing value through better/more effective marketing
    • Where to start; how best to research and find buyers (and, of the most value, the niche buyer)
    • Learning, knowing and mastering your targeted market
    • Undertaking due diligence
    • Positioning the brand
    • Creating and maintaining ‘reputation’
  • Sources and terms of funding for the implementation of strategies possible
    • Who is lending in the UK for the type of transaction envisaged?
    • London and outside London – what’s happening – what are the differences in available options?
    • What are the qualifying criteria and likely terms and conditions?
    • The robust business case strategies which lenders seek
  • Current trends and ‘what if’ thinking – each course director sets out their analysis of current trends and the consequential implications – with adequate time allocated for answering attendees’ questions.