Hotel Asset Management Soft Branding Decision Case Study

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This assignment is a short case study in
which you assume the role of a hotel development/ownership company that has
just completed the purchase of a hotel asset in a secondary, but rapidly
growing Midwest market. Using the
information provided in the case, you will take a position on how to brand (or
if to brand) this asset.

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Your deliverable for this project:

In the form of a memo to your team, you will recommend whether the hotel should remain independent, affiliate as a core brand with a global franchisor, or affiliate as a soft brand with a global franchisor.

Your paper needs to consider the following:

  • The impact of a change in ownership, given the strong local ties of the existing owners.
  • The impact of the cost of renovation, systems, fees, and uniforms on a change in affiliation.
  • The impact of improved market share if affiliated.

Format requirements:

  • Microsoft Word
  • 12 Point Font
  • Margins 1.5 inch top and bottom, 1 inch left and right.
  • No grammatical nor spelling errors
  • Minimum 2 pages.
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