As a hard brand, the asset was one of three in the market operating under the same flag and under delivering despite a recent renovation. Our task was to transition the hotel from brand to franchise managed, transition the hotel from hard to soft brand, develop and launch a brand in line with soft brand standards, implement brand change PIP, develop, and roll out new hotel programming, and launch new brand in the height of the pandemic.
What we did
- Reduced payroll expenses by more than 10% by restructuring and eliminating brand shared services.
- Nearly doubled intent to recommend guest satisfaction scores in first year of operation.
- Launch Resulted in “Best Staycation” Award from Jezebel Magazine in April 2021, “#9 Best Hotel in the South” in Conde Nast Traveler 2021 Reader’s Choice Awards, Wedding Rule 2021 “Top 10 Wedding Venue in North Georgia” and Interiors Atlanta 2021 Real Estate Award “Best Hotel Development/Redevelopment. “