Hotel Asset Management is a service line which assists hotel owners in optimizing the performance of their investment in hospitality properties. The asset manager takes a high level view to formulate an asset strategy together with ownership and management, which is then executed over a specific time period. Strategies can include repositioning, rebranding and renovations of varying scale. In other instances, the focus may be on enhancing management capabilities and adjusting various mechanisms to drive a better bottom line. A first step is often a performance assessment as a type of health check to establish a comprehensive profile of the asset, including aspects such as financial performance, liabilities, contracts in place, team roster, procedures, physical condition, etc.
The asset strategy and subsequent execution is based on the initial performance assessment and by developing a coherent image of the future asset in its market environment.