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5) Based on the case study discussion in class, for the Moxy & Stay KooooK Bern, Switzerland, which is operated by SV Hotels, provide a diagram, with explanation, of the land ownership, lessor, lessee, relationships to the Moxy & Stay KooooK, brand company, also explaining the differences between the two concepts and properties (10 points)

6) An investor has a limited real estate background, having never owned any hotels. The investor wants to invest in hotels, however, is looking for a stable fixed return on the total investment cost and does not want to manage the hotel.
Does this investor/owner want high, medium, or low risk? (1 point)

  1. (see question 6) Which type of business model best suits the investor/owner? (1 points)
  2. (see question 6) Which brand / company would you choose to manage the hotel with this business model; and why did you select this company? (1 point)
  3. (see question 6) In which country is this hotel likely to be located? (1 point)
  4. (see question 6) Describe the role of the Hotel Asset Manager in this situation? (high or low involvement) (1 point)

Section 2 – Brands & Concepts & Development Process
(11 questions, 55 points)

  1. Of the 26 brands discussed during class, select 3, one luxury, one upper upscale and one upper midscale (based on STR chain scales). Explain 2 benefits of each of the brands to an owner and also the corresponding business model(s). (9 points in total, 3 bullets per chain scale)
    X
    X
    X
    X
    X
    X
    X
    X
    X
  2. There are many pros and cons of a brand for an owner. Provide 5 pros and 5 cons for an owner. (10 bullets, 10 points)
    X
    X
    X
    X
    X
    X
    X
    X
    X
    X
  3. Based on selecting one of the following six major sub-categories of real estate hospitality, 1) Branded residences, 2) Hostels/student hotels, 3) Serviced apartments, 4) Senior / assisted living, 5) Co-living, 6) Co-working; provide the following: a) an overview of the major trends / investment / geography, b) an example concept of a leading / successful player, c) the USP’s of the concept (9 points, 3 bullets for each part)
    X
    X
    X
    X
    X
    X
    X
    X
    X
  4. There are 8 steps to the entire development process, list all 8 steps in the correct order along with timeframes. (12 points)
    X
    X
    X
    X
    X
    X
    X
    X
    Timeframes:
    X
    X
    X
    X
  5. You are the Hotel Asset Manager for the owner of an unbranded 150-room hotel on the Greek Island of Mykonos. The owner is thinking about converting the hotel into an Edition hotel. The hotel has a nearby beach, two swimming pools, four restaurants, two bars, one spa, retail shops and a marina. Answer the following points:
    What is the STR hotel definition? (1 point)
    X
  6. What are the STR chain scale segments, with and without Edition? (1 point)
    X
    X
  7. What are the typical business models for such a hotel, with and without Edition and why? (2 points)
    X
    X
  8. What are three pros/cons of Edition for this owner? (6 points)
    X
    X
    X
    X
    X
    X
  9. Name two other brands of the same chain scale that might be better fits than Edition and explain why? (2 points)
    X
    X
  10. Which of the 4 options (stay independent or take one of the 3 brands) would you recommend and why? (2 points)
    X
    X
  11. What is the role of the Hotel Asset Manager in this situation? (1 point)
    X

Section 3 – Concept & Space Planning Based on the presentation file
The following questions are based on the concept you created in your group assignment
(3 questions, 10 points)

  1. Describe the top 3 Unique Success Factors of the concept you created in your group assignment (3 bullets, 3 points).
    X
    X
    X
  2. How did your concept development process improve your high-level business plan – i.e.: explain three specific changes to your high-level business plan as a consequence of developing your concept in detail (3 bullets, 3 points)
    X
    X
    X
  3. What would be the overall recommendation, based on an owner’s decision making criteria, you would make to the owner for your concept – go/no go and why? (4 points)
    X
    X
    X
    X
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