Planning the new conception of a hotel professionally – when room renovation is no longer enough

There are many reasons why a formerly successful hotel suddenly no longer brings in the desired revenues and a new conception with corresponding repositioning and presumably considerable conversions or renovations is due.

A new conception including cost planning, profitability forecast and a serious evaluation of the risks and prospects of success should be accompanied by hotel, marketing and hotel construction experts. The decisions are too complex and the speed with which new trends enter the hotel market is breathtaking.

Important questions need to be clarified in the run-up to the hotel redesign:

• When were the hotel’s best times, what results were generated in those times and by which guest segments?
• What are the reasons that these good times are over? Are there relevant changes in the market, in the competition or has the hotel simply stopped developing and adapted to the spirit of the times?
• Was the marketing and sales concept outdated or did it lack the cost transparency to recognise warning signs in time?

As a rule, a serious market analysis must be carried out for the new concept.

Within the framework of this analysis, the following questions must be answered:

• For which target markets is there a hotel demand at this location? Which reasons for travel can be served? For which existing or developable demand has local competition left niches that can still be filled?
• Are the location, size and areas of the “old” hotel aligned for the newly identified demand? Will a gastronomic concept also be needed in the future? Does it make sense to renovate the old swimming pool or tennis courts? Or does the new concept need completely different sales features?

The requirements profile is developed from the findings of the market and competition analysis.
The requirements profile for the new concept is now developed. This includes the desired quality, the future features and the other basic conditions that should be fulfilled in order to make future guests happy. This leads to the planning of the necessary conversion and renovation and a specialised civil engineer plans the expected construction costs.

For a realistic profitability forecast, the future quality and feasible price levels including realistic occupancy have to be planned. Staffing plans and operational costs are drawn up, thus creating a picture that makes the decisions to be taken possible in the first place.

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