Project scope

Horwath HTL was engaged to assist the owner of a SPA hotel in Lithuania with the critical task of repositioning the property through the selection of an international hotel brand. The project aimed to enhance the hotel’s visibility, strengthen its commercial positioning, and integrate international standards to drive future growth.

Our team began with a comprehensive analysis of the hotel’s facilities, services, and market potential, with a particular focus on the SPA and wellness offering — a key differentiator in the competitive landscape. We identified a range of international hotel chains with strong brand reputations in the wellness and leisure segment that aligned with the owner’s vision and objectives.

After leading a structured outreach and Request for Proposal (RFP) process, Horwath HTL evaluated the branding offers based on operational fit, marketing support, global distribution, and financial terms. We provided the owner with strategic advice to select the brand that would deliver the best long-term value.

We then supported the negotiation and finalization of the franchise agreement, ensuring that the deal terms protected the owner’s interests while also allowing the property to fully benefit from the chain’s resources, loyalty programs, and operational expertise.

This successful brand affiliation positions the SPA hotel to attract a broader range of international guests, increase profitability, and elevate service standards, creating a strong foundation for sustainable success in the wellness tourism market.

Project Location

Palanga, Lithuania