There is a lot of doom and gloom talk in the media, and in our industry on what lies ahead for 2010. I try to follow it all. WHY? To identify where the hidden opportunities are.
None of us can afford to waste time waiting for the government to bail us out. It’s never happened yet. The business world is always responsible for our own “bail outs.
I just read an article on the bleak outlook for multi-family sector of our industry. Their problems open opportunities for Extended Stay hotels in our industry to take some of the multi-family business. Is it great business? Maybe, maybe not. But it can provide a base of business. It can also be an option for some older hotels that are struggling and can’t afford a renovation.
Luxury Extended Stay Opportunity: Many major corporations maintain corporate apartments their employees use when coming to corporate or regional offices. High-end extended stay properties can compete very effectively for this business. Whether it’s business related travel, or temporary housing for relocating employees.
Mid-market Extended Stay Opportunity: Seek out mid-market companies. Ask if they have corporate apartments for transferring or traveling employees. Perhaps you can provide the services less expensively. Mid-market full service hotels can also provide a service to these companies by offering use of F&B outlets. Include the price of 1-3 meals a day into the price of the suite. This can benefit your F&B facilities as well as benefit the customer, especially those with children.
Basic Extended Stay Opportunity: There can be opportunities to make multi-month rentals/leases to people displaced from their apartments. You can determine the types of long-term rental customers that best meet the needs of your property. Long-term rentals to guests with pets might be excellent market for ground level units that have patios/exterior entrances. Or for rentals to guests with special needs.
Resort Opportunity: Resorts close to headquarters for companies may be able to pick up relocation stays. Many companies would rather put their employees up at nice resort than some apartment/hotel in town. Should resort be lucky enough to attract several stays from a corporation at once, offer to provide basic transportation back and forth.
Opportunity for Hotels in need of restoration or who are being pressured by franchisors or financial institutions: Evaluate your physical plant to identify opportunities to convert rooms to studio or one bedroom apartments. Then identify if the revenues you can generate can provide a better ROI than the current use. At very least it might provide a base of business to cover the basics.
There are always opportunities. Watch and listen for them. Then encourage your employees to contribute their ideas.
Have a profitable week.
