Brunt Hotel own more than 60 hotels in UK

Recently acquire small hotel chain in French

Half retained rebranded to Brunt Hotel

Half sold

Strategic: new venture to be well supported

Open on time

On budget

BH image functional

Clean

Reasonable price

Guest stay 1-3 nights

Business traveller

Leisure traveller not spend much time in hotel room

Location: in downtown, easy to access by mass transit

Use UK-based manager

If this new venture success, acquire other small hotel groups in other European countries

Target own 150 hotels in next 5 years

Own 300 hotels across European in 10-year plan

Find effective formula to operate successfully in other countries

Situation

Have never owned hotels outside UK

Has hired independent manager to consult how to proceed

Majority of exiting want a chance to work abroad

None of them speak French fluently

Time allowance 4 weeks

Recruit large amount of new employees because 70% of acquisition hotels leave

Require manager to move flexibly between countries

Assumption: thi gian 1 thng rt ngn -> hon thnh v tm hiu v lut php v giy t th tc t
trc + ang xdung mqh vi partner ri-> iu cty ch trng nht l v qun l

Key priorities

tm hiu v location ca cc khch sn hin hnh quyt nh xem ci no nn gi v ci no nn bn

tiu ch: hotel nm cc khu vc a dng, tn dung cc tim nng , phn tn risk c th xy ra

tm hiu v tnh hnh kinh doanh ca cc khch sn

tm hiu v cc th tc hnh chnh a phng, nhng thun li hay kh khn c th gp phi

tm hiu v giao thng mng li cc partner, dch v i km xung quanh c th s dng

hon thin service cho khch sn ng thi c th t vn cho khch hng

research v vn ha hotel Php c im g c th cn pha adjust to

vn gi vn ha , hnh nh ca brand : reasonable, functional, clean

liu tn logo ca brand c cn thay i g cho ph hp hoc attract more

tm hiu v cc i th cnh tranh trong khu vc

nn s dng ngn sch bn

1 kha hun luyn cho cc staff dc c i ni v kk c th gp phi quyn li v yu cu i vi h l ntn

Xy dng timeline cho k hoch 4 tun m bo mi th theo kp tin v trong tm kim sot

A good rebrand starts with foundation discussions and strategy discussed by the general manager and
director of sales. Distribution and sales are key areas, with sales platforms and relationship partners such
as websites and travel agents on board to embrace the different services and style you are rolling out.

Conclusion: In conclusion, getting it right at the start is essential to a successful hotel rebranding. Making
a list, assigning roles to team members and getting them involved will make the process easier. Be clear
about what your brand is all about, and this will assist in the rollout by influencing everything the team
does and the way they execute it.