Market Feasibility Studies
Ireland, UK and the EU
International Hotel Groups & Chains, Independent Hotel Owners, Private Investors
Background
We have conducted targeted market entry feasibility studies assessing opportunities in key cities across the UK, Ireland, and Europe.
Headline locations include London, Edinburgh, Glasgow, Manchester, Birmingham, Belfast, Dublin, Cork, Krakow, Warsaw, Prague and a variety of secondary locations.
Our Approach & Deliverables
Our approach is data-driven and includes a mix of desk research and field research including in-depth interviews with city key stakeholders; Council Economic Development, Tourism and Planning Units, hoteliers, and attraction providers.
Key study elements typically include:
City Overview
- Assessment of demographic trends, access points, and the economic environment to gauge overall demand potential.
Hotel Supply
- Analysis of room supply, brand density, market gaps, and future pipeline Hotel Demand
- Evaluation of key demand drivers—corporate hubs, tourism, events and future growth indicators.
Market Performance
- Analysis of relevant hotel tier performance (ARR, Occupancy and RevPar), market mix, seasonality, Day of the Week performance
- Benchmark analysis against peer cities
City (and Site) SWOT Analysis
- Detailed SWOT assessments for both the city and if relevant the specific site.
Performance Projections
- Five-year projections on ARR, Occupancy and RevPar, aligned with market demand and supply growth forecasts.
- Sensitivity Analysis addressing potential demand fluctuations, competitive pressure, and economic downturns.
Hotel Comparative Positioning
- Positioning Maps – Brand Strength, Rate, Quality, and Product offering provided as relevant
Strategic Recommendations
Clear, actionable strategies on market positioning and pricing were provided as well as go-to-market plans where required.
Outcome
Backed by solid data and clear market entry strategies, our rigorous, insight-driven studies enabled 75% of our clients to progress the sites studied.
