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Rebranding and Repositioning

Opportunity

Focus Hotels Management was tasked by a private investor to take over a branded, 200-bedroom, 4-star hotel in Heathrow which was subject to a CVA. The hotel was significantly underperforming despite its good location.

The CVA provided for the owner to either take the hotel back or accept a much-reduced rent which was not acceptable to the owner. Focus acquired the hotel from the administrators and took over the lease with renewed terms, developed the capital investment plans and introduced the DoubleTree by Hilton brand to accelerate the hotel’s performance improvement.

The hotel remains in the Focus portfolio and despite the recent significant increase in bed stock in the area, still performs at the top of its competitor set.

Achievements

100%
Successful rebrand to DoubleTree by Hilton

On time on budget

21.6%
Revenue
 

Over 1st 3 years

20%
Occupancy
 

Over 1st 3 years

9%
ARR
 

Over 1st 3 years

28%
EBITDA
 

Over 1st 3 years

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