Number of franchised properties set to grow

By Elizabeth Mistry

An “increasing recognition of the strength of a hotel brand” is propelling greater numbers of hotel owners towards investing in larger properties with name recognition says a new report from hotel valuers HVS.

The report, Hotel Franchising in Europe, released this week, notes that brands offer investors a faster way in to the market because of the greater resources and wider reach, although it does point out that brands don’t always translate easily from one country to another.

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Drawing comparisons with the United States, authors Lucy Payne and Sophie Perret highlight the relatively low number of branded properties in Europe and suggest that in the near future, the trend towards franchise contracts rather than management contracts could continue.



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