Worldhotels, a number one global group for independent upscale hotels, is growing its branded soft franchise solution because the ideal alternative to conventional franchising.
The offer is terribly competitive, as costs to owners are based purely on brand performance in total net room revenue delivery.
Since introducing the hot business model in 2011, Worldhotels has already branded 15 hotels and plans to feature another 20 by 2014.
Ingo Guerges, vice chairman global hotel development at Worldhotels explained why the hot model was created:
He said: “Hotels kept asking us for a better level of partnership – without the high operational interference of traditional upscale franchises.
“So we prepare an answer that follows our motto of ‘If you own a hotel, it will feel such as you own a hotel.’”
Worldhotels’ soft franchise solution focuses purely at the commercial side of the business, to generate and capture opportunities for room revenue growth from all segments and all distribution channels.
The model doesn’t require any hardware standards, as Robert van der Graaf, Worldhotels’ newly appointed regional vp full licence Europe, Middle East and Africa, illustrates.
“We’ve always said that standards don’t must mean standardisation,” he stated.
“Our role is just to ensure the logo and supporting systems deliver the very best results for our hotels, without interfering inside the actual delivery of an authentic upscale hotel experience.”
The model is built on over 40 years of successes of Worldhotels’ affiliation model and makes a speciality of three areas – to begin with full commercial support to maximize the hotel’s exposure under an international brand, secondly increase hotel market share through total brand performance, system delivery and at last distribution cost control to ultimately achieve a really healthy return on investment for hotel owners.
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