Yuste moderates all-inclusive debate at AOHIS investment conference
The repositioning of all-inclusive resorts ads more sophistication to this market segment
When embarking on a hotel development project, it is essential to position ourselves to make informed decisions based on objective market data. To achieve this, it is indispensable that a hotel expert provides professionalism, clarity and objectivity throughout the feasibility analysis process. This will allow us to minimise costly mistakes and bring on board the most capable companies and best specialists across each area into which the project is divided.
Carrying out a market and feasibility study is critical. The 3 fundamental tasks of the analysis we must undertake when evaluating the economic viability of a hotel project are the following:
We need to examine in depth the behaviour of the market where our hotel project will be located, or where the hotel we wish to acquire is already operating.
It is essential to identify in detail how the market behaves, what demand generators sustain it, what limitations exist, what opportunities may arise, and so on.
We must understand what factors have influenced the historical evolution of this location — or of similar locations — in order to anticipate its behaviour in the short, medium and long term.
To achieve performance above the average of our competition, our hotel cannot be just another property. We must define which business model will work best in this market, based on the data obtained in the previous phase of our analysis.
We need to determine which product concept maximises our returns and what factors underpin this business plan — the physical product, the services to be offered, and the commercial positioning strategy.
It is also essential to understand which operating format and contract type best suit the market in question: which models can be applied and which cannot, and which strategic partners can add value to the operation.
Once the most suitable product format and concept have been established, we will translate the prior work into a concrete investment figure covering land cost allocation, civil works, equipment, furniture, interior design and decoration, landscaping, brand requirements, and so on.
We will determine which operating scenario guarantees the greatest return on our investment — always, of course, in line with our capabilities as owners and our requirements regarding the desired level of exposure to the hotel business.
Once these 3 stages have been completed and the market and feasibility study finalised, we will be in an excellent position to define and delimit with great precision the degree of viability of our hotel project.
