At many of the major real estate and investment conferences, the hot topics today during the main general sessions are not about mergers and acquisitions. Rather, distribution is usually one of the first things talked about.
In the past, hotel owners and real estate executives worried more about renovation costs and other investments to improve their physical investment than how rooms were booked or priced. Today, that is changing and it’s not unusual to hear hotel company heads and even real estate executives like Ho talk more about distribution costs and OTAs than cap rates or lenders.
Owners are waking up to the idea that the value of the hotel, or its potential, can be measured by examining what’s under the hood. In fact, looking at revenue management data gives hotel owners important insights and even help answer questions about when to renovate, reposition or sell. Real estate investors now understand that revenue management has to be a key part of their decision making.
As part of the pro forma, most real estate investors are doing some level of segment analysis now and looking at historic data and whether the asset is drawing the right customers and enough of them.
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