1. Importance of Brand Selection
AAK Architects Chapter Breakfast CPD
By Samantha Muna
Leverage this title slide when presentation is going to be shown on-screen. Insert your image into the IMAGE PLACEHOLDER area to customize this slide.

2. CONTENT Hotel Development Process Page 3 Brand Alignment Page 5
Key Brand Attributes
Page 11
Conclusion
Page 15

3. Hotel Development Process

4. Hotel Development Process
Secure the site and ensure proper zoning
Conduct a market and financial analysis of the project
Obtain concept design from an architect
Evaluate project cost
Conduct investment appraisal and adjust design, if necessary
Engage hotel management company and select brand to match feasibility and concept
Prepare detailed design
Secure planning consent
Secure funding
Tender the construction contract
Construction, fit-out and commissioning
Pre-opening process
Grand Opening

5. Brand Alignment

6. WHT DO WE NEED THE BRANDS?
In a tough lending climate, hotel projects aligned with a trusted brand celebrated for its solid reputation, business intelligence and excellent customer service are better poised to receive financing.
Brand affiliation is considered a “seal of approval” that can minimize the funding challenge by providing lenders with the confidence and commitment they need to approve financing and move the project forward.
With so many brand companies in the hotel space, choice can be a challenge. Understanding what makes each brand distinctive, examining track records of success, and determining which has the best opportunity to prosper in a particular destination is a daunting task.
Extracted from Hotel Management Magazine Managing Hotel Construction Challenges

7. Marriot = 30
Hilton = 14
IHG = 13
Wyndham = 19
Accor = 14

8. HILTON HILTON BRANDS ALL BRANDS LUXURY & LIFESTYLE FULL SERVICE
FOCUSED SERVICE
ALL SUITES
TIMESHARE

9. HILTON BRANDS COMPETITIVE POSITIONING EUROPE Attributes
Competitors in Europe
Luxury
Located in landmark destinations around the world, more “traditional” luxury
Technology savvy travelers, (Conrad Concierge mobile app), contemporary luxury
Upper-Upscale to Luxury
A Collection of unique hotels, both city and resorts destinations
Local landmarks “part of the fabric of their cities”, experience-driven
Lifestyle
Local experiences in great neighborhoods for both leisure and business travelers
Upper-Upscale
Full service hotels and resorts; business leisure and meeting /groups segment

10. HILTON BRANDS COMPETITIVE POSITIONING EUROPE Attributes
Competitors in Europe
Diverse portfolio of full service upscale hotels and resorts (historic icons, small contemporary hotels, resorts and large urban hotels) for both business and leisure travelers. Particularly suited for conversions
Focused service, upper-midscale
Facilities and service offering designed to facilitate efficiency and drive value through more self-service facilities and technology
Focused service, economy
Reduced F&B offering, Bundled price and value focus
Standardized product

11. Key Brand Attributes

12. Space is a luxury
500 SQ FT ,000 SQ FT

13. Where the little things mean everything Our Stage. Your Story.
POSITIONING
ECONOMY
MID-MARKET
UPSCALE
UPPER UPSCALE
Brand Slogan
Feel the Hamptonality
You can count on us
Where the little things mean everything
Our Stage. Your Story.
Minimum Key Count
100
150
Minimum Room Size (m²)
21 m²
24 m²
26 m² (UK)
30 m² (Europe)
28 m² (UK)
32 m² (Europe)
Gross Floor Area per key (m²)
35 m²
41.4 m² m²
70 – 111 m²
Food & Beverage
Full Breakfast
Limited Lunch and Dinner
Bar
3 meals a day restaurant
Multiple Bars and Restaurants
In Room Dining -
Selected hours 5-9pm
24 hours
Conference & Banqueting
Minimal
Up to 500 m²
Market driven -
465 m² min
700 m² +
Gym
Yes
Executive Lounge
Optional 13

14. Keep your independent spirit. Just add Hilton. Positively Yours.
POSITIONING
UPPER UPSCALE
LIFESTYLE
LUXURY
Brand Slogan
Keep your independent spirit. Just add Hilton.
Positively Yours.
Never Just Stay.
Stay Inspired.
Unforgettable experiences.
Landmark destinations.
Minimum Key Count 70
150
100
Minimum Room Size (m²)
28 to 32 m²
27 m² (Conversion)
35 m² (New Build)
38 m²
Gross Floor Area per key (m²) m² m² m²
93 – 111 m²
Food & Beverage
3 meals a day restaurant
Bar
Brand built around Food & Beverage Hub
Multiple Bars and Restaurants
In Room Dining
Flexible Times
Breakfast bag
24 hours
Conference & Banqueting
Market Driven
560 m² +
650 m² +
Gym
Yes
Yes + Pool
Executive Lounge
Optional 14

15. Conclusion

16. Our Proposition to you DELIVERING HIGHEST RETURNS ON YOUR INVESTMENT
PREMIUM PERFORMANCE
THE HIGHEST IN THE BUSINESS
HILTON COMMERCIAL ENGINE
Industry-leading commercial services platform
Amongst highest contribution
in the industry
EXPERT SUPPORT
Nearly 100 years of experience
You are supported all the way
LEADING GROWTH
Growing faster than anybody else
Biggest pipeline in EMEA and worldwide
STRONG BRANDS
Most recognized hotel brand in the world
Well-defined market leading brands covering all segments
WHY CHOOSE US?
“Hilton offers a great approach to partnership based on patience, flexibility and cooperation. We’ve developed a solid understanding and appreciation for the power of Hilton’s systems and people.”
Callum Thorneycroft,
Vice President Oaktree Capital Management
“Our regular communication with the brand and development allows us to consider new opportunities for more hotels. Our relationship with Hilton has been successful and based
on trust.”
Achim Marowsky, Partner, Curator Hotels GmbH (Hampton by Hilton Berlin City West)

17. REVENUE & Pricing MANAGEMENT
Hilton performance advantage
DRIVING PERFORMANCE TODAY. INSPIRING DEMAND FOR THE FUTURE
HONORS
LOYALTY PROGRAM
ONLINE & MOBILE
DIGITAL
CRM &
RETAILING
REVENUE & Pricing MANAGEMENT
GLOBAL
MARKETING
ALLIANCES &
PARTNERS
RESERVATION
CENTERS
SUPPLY
MANAGEMENT
INFORMATION
TECHNOLOGY
HILTON
SALES

18. 160 MILLION 5,300+ 1,200,000+ FAST GROWTH LARGESTPIPELINE 112% 14 103
GUESTS SERVED ANNUALLY
5,300+
PROPERTIES
1,200,000+
ROOMS TRADING AND PIPELINE
FAST GROWTH
LEADING THE
EMEA PIPELINE*
LARGESTPIPELINE
WORLDWIDE*
112%
REVPAR INDEX EMEA** 14
BRANDS
103
COUNTRIES
Source: STR Global Development Pipeline (October 2017), expressed as a share of global pipeline under construction* and share of EMEA pipeline under construction**