2. B1: TERTIARY TIME A FOCUS ON SECONDARY & TERTIARY MARKETS
MODERATOR - BRIAN STANFORD, PKF CONSULTING
SPEAKERS
AKBAR MANJI, FIRST CANADIAN MANAGEMENT CORP.
PARESH RAJA, BROCK HOTELS
JEFF HYSLOP, POMEROY LODGING

3. PANEL OUTLINE Hotel Industry PROFILE
WHAT Defines a Secondary or Tertiary market
Market considerations
Branding and product preferences
Operating challenges
Financing & INVESTMENT CONSIDERATIONS
Questions & discussions

4. Hotel Industry PROFILE

5. National Overview Canada Population (2011) 33,476,688 Room Inventory*
347,503
Occupancy
64.8%
ADR
$132.75
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

6. Toronto, Montreal, Vancouver
>20,000 Rooms
Toronto, Montreal, Vancouver
Population (2011)
11,883,430
Room Inventory*
94,083
Occupancy
70.8%
ADR
$143.22
These three markets account for 35% of the population and 25% of hotel inventory
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

7. Edmonton, Calgary, Niagara Falls, Quebec City
10,000-20,000 Rooms
Edmonton, Calgary, Niagara Falls, Quebec City
Population (2011)
3,391,842
Room Inventory*
56,000
Occupancy
65.9%
ADR
$148.01
Edmonton
Calgary
Quebec City
Niagara Falls
These four markets account for 10% of the population and 15% of hotel inventory
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

8. Whistler, Victoria, Winnipeg, Ottawa, Halifax
5,000-10,000 Rooms
Whistler, Victoria, Winnipeg, Ottawa, Halifax
Population (2011)
2,710,877
Room Inventory*
33,607
Occupancy
65.1%
ADR
$146.22
Whistler
Halifax
Winnipeg
Victoria
Ottawa
These five markets account for 8% of the population and 9% of hotel inventory
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

9. 1,000-5,000 Rooms
Secondary Markets
Population (2011)
4,789,005
Room Inventory*
76,624
Occupancy
61.6%
ADR
$130.04
These 39 markets account for 14% of the population and 20% of hotel inventory
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

10. 500-1,000 Rooms
Tertiary Markets
Population (2011)
2,198,884
Room Inventory*
17,698
Occupancy
55.3%
ADR
$109.92
These 24 markets account for 7% of the population and 5% of hotel inventory
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at

11. Overall Markets % of Population % of Rooms Inventory*
Total Rooms Inventory
Occupancy
ADR
>5,000 Rooms
54%
53%
183,690
68.3%
$145.15
1,000-5,000 Rooms
14%
22%
76,624
61.6%
$130.04
500-1,000 Rooms 7% 5%
17,698
55.3%
$109.92
<500 Rooms
25%
20%
69,491
61.8%
$104.68
National
100%
347,503
64.8%
$132.75
*Excludes resort properties
Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at