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Over 12,000 Feasibility Studies completed globally.

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Hotel Planning and Development

Getting the planning and development right is fundamental for any hotel, tourism and leisure project. Our international team of experts will use their project experience, market research and analytical capabilities to help you navigate the entire process.

The key to any successful hotel development is thorough planning and preparation, only when every aspect and cost has been carefully considered, should the wheels be set in motion” Robert Hecker, Chairman Horwath HTL

We can spot development opportunities, recommending the concept and product that will realise its full potential.

By estimating project cash flows, we can test a project’s financial feasibility. We can also form a view of potential investment returns based on a detailed analysis of future market performance, the competitive attributes of the subject property and local operational and financial benchmarks from our database.

Developers, operators, lenders and investors rely on our reports for an impartial assessment of project viability while our market and product descriptions form the basis for architectural briefs, for shortlisting appropriate operators and for project branding.

Our planning and development services include:

  • Market and Financial Feasibility Studies
  • Appraisal Reports
  • Destination and Large Scale Project Master planning
  • Facilities Programming
  • Highest and Best Use
  • Hotel Management Company Selection and Contract Negotiation
  • Macro Tourism Analysis
  • Market Entry Strategy
  • Product Conceptualization
  • Project Capitilization and Financial Structuring
  • Residual Land Valuation
  • Strategic Planning

Strategic Market Planning

Our hotel experts create a strategic market plan through a seven step, integrated team process which utilizes primary research, secondary research, competitive analysis, an inventory of available marketing processes and tools, and behavioral timeline development. This integrated approach to strategic market planning will get the hotel team on the same page, make marketing tools much more effective and timely, creative stronger with clearer more believable messages, and give the organization greater and measurable return on investment.

Most strategic market plans end with the following deliverables:

  • Situation Analysis Report
    1. Primary Research Results and Analysis
    2. Secondary Research Results and Analysis
    3. Competitor Analysis
    4. Inventory of Available Marketing Tools and Processes
  • Marketing Action Plan and Budget – [The Internal Plan]
  • Marketing Communications Plan and Budget – [The External Plan]

Success Stories

  • Planning and Development SS
    Planning & Development

    The Little Nell – Aspen

    Project Overview: Horwath HTL consulted with the Aspen Skiing Company regarding the development of an intimate ski lodge at the base of the world-famous Ajax Mountain in Aspen, Colorado.

    Horwath HTL Solution: The challenge on this assignment was to define a hotel product that would fit into the “local Aspen marketplace”.

    Project Status: This development ultimately became The Little Nell – a property that is strategically located in downtown Aspen adjacent to the Silver Queen Gondola at Aspen Mountain.

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    Planning and Development SS
    Planning & Development

    Feasibility Study for The Wit, A DoubleTree Hotel

    Scope of Work: ECD Development commissioned us to complete a feasibility study for a new boutique hotel, incorporating new concepts and style previously unseen in the midwest.
    Description of Project: The Wit is a 310 room hotel located in the heart of downtown Chicago with a modern design and stylish elements,…
    Project Status: Opened in 2008

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    Planning and Development SS
    Planning & Development

    Best Western, Impact Analysis

    Scope of Work: Various Areas Througout the Midwest – We were contracted on numerous occasions to perform impact studies for Best Western Hotels.
    Description of Project: Upon receiving an application for membership for a new hotel, the Best Western membership group provides an opportunity…
    Project Status: Varied.

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  • Planning and Development SS
    Planning & Development

    Art Hotel – Denver

    Project Overview: Horwath HTL consulted with the developer of the Art Hotel in downtown Denver. The challenge for the developer and Horwath HTL was to plan and assist in the development of a hotel in a rapidly developing and very strategic part of Denver.

    Solution: Numerous concepts were studied and evaluated. Each concept (from a chain-affiliated, select-service hotel to an independent “high-end” property) produced different performance levels which impacted the overall project viability.

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    vancouver
    Planning & Development

    Fractional Ownership Development – Vancouver

    Project Overview: The Vancouver, British Columbia market has a well-developed quarter-share fractional ownership market. A timeshare leader in the Pacific market established a quarter-share program in a newly-built high-rise in downtown Victoria and wanted to examine the strength of the investment.

    Solution: Our market study suggested changes in the share size and pricing program and also recommended redirecting marketing efforts.

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    Atlanta-Georgia-iStock_67527887_MEDIUM.jpg
    Planning & Development

    Atlanta, Georgia – Carnegie Hotels LLC

    Project Overview:
    The Carnegie Building in downtown Atlanta was originally built in 1925. Diplomat converted the building into a select-service Hotel Indigo in 2010 and then into a Courtyard later on that year. This 143-room boutique hotel features a lounge, restaurant, and fitness center.

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  • Atlanta-iStock_86719785_MEDIUM.jpg
    Planning & Development

    Atlanta, Georgia – Atlanta Hotel Development Project

    Project Overview
    For the past several years Horwath has assisted the developer in coordinating property evaluation and assessment, gaining full-site control, understanding development tax credit incentives, negotiating brand selection, and implementing finance strategies. This project is a public-private partnership, with the city and county working with private investors to generate economic revenue.

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    View of Downtown Jacksonville's waterfront skyline with a boat cruising in the foreground.
    Planning & Development

    Jacksonville, Florida – Laura Street Trio

    Office: Horwath HTL, Atlanta-Dunwoody

    Scope of Work:
    Southeast Holdings REIT engaged Horwath HTL for consultation in predevelopment services, the acquisition, branding, programming, financing, and purchase of the historic collection properties known as the Laura Street Trio in downtown Jacksonville, Florida.

    Description of Project:
    The adaptive re-use/mixed-use hotel will preserve and re-energize three of downtown Jacksonville’s most historic buildings: The Bisbee, The Florida Life, and The Florida National Bank. Included in the project is the Laura Street Addition, a new construction that features a rooftop bar and ground-level retail space. This project will revitalize downtown Jacksonville and create a destination spot for locals and transients alike.

    Project Status:
    Under construction. Anticipated opening date: 2015

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    Planning & Development

    Atlanta, Georgia – Foxhall Resort and Sporting Club

    Office: Horwath HTL, Atlanta-Dunwoody

    Scope of Work:
    Horwath HTL is consulting Foxhall Investors, LLC with the development of a full service, 350-room Westin Resort Hotel and Conference Center at the Foxhall Resort and Sporting Club in Douglasville, Georgia. This project is a public-private partnership, a joint venture that synergizes the city, county, and state with private investors in order to stimulate economic impact.

    Description of Project:
    Foxhall Resort & Sporting Club will be the first urban sporting club in the United States. In addition to the 350-room Westin Resort, Foxhall will feature a championship golf course, shooting range, archery, equestrian facility, and several other outdoor recreation activities. With its location less than 22 minutes from one of the world’s busiest airports, plus affiliations with brands like Beretta and Safari Club International, Foxhall will become one of the world’s premiere destination resorts.

    Project Status:
    Under construction. Anticipated opening date: 2016

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