
Hospitality Experience
Highest & Best Use Study for Hotel Garden Siena
Horwath HTL Italy was engaged to conduct a Highest and Best Use (HBU) study for Hotel Garden Siena, supporting the owner’s strategic plan to reposition the property and prepare it for future redevelopment.
The objective was to redefine the hotel’s concept, aligning it with market trends and demand drivers to maximise its value and operational potential.
Project Scope
Horwath HTL Italy was engaged to conduct a Highest and Best Use (HBU) study for Hotel Garden Siena, supporting the owner’s strategic plan to reposition the property and prepare it for future redevelopment. The objective was to redefine the hotel’s concept, aligning it with market trends and demand drivers to maximise its value and operational potential.
The study began with a thorough analysis of the property’s current positioning, physical attributes, and operational performance. The hotel’s location in Siena, a city renowned for its rich history and cultural tourism, was a key consideration in identifying opportunities to enhance its appeal to both leisure and business travellers.
Market research was conducted to evaluate demand drivers, including the region’s tourism trends, guest preferences, and competitive landscape. The analysis highlighted potential market gaps and identified opportunities to align the hotel with emerging trends, such as a greater focus on experiential travel and wellness offerings.
Multiple redevelopment scenarios were explored, considering different configurations and concepts that could elevate the hotel’s market position. Recommendations were tailored to ensure a balance between preserving the property’s historic charm and introducing modern amenities that enhance the guest experience. Suggestions included upgrading room configurations, enhancing food and beverage offerings, and incorporating wellness or event spaces to appeal to high-value segments.
The deliverable was a comprehensive HBU report that provided actionable insights and strategic recommendations for repositioning Hotel Garden Siena. This included a roadmap for redevelopment, highlighting the steps necessary to align the property with the owner’s vision and market demand.
By delivering a rigorous and market-driven analysis, Horwath HTL Italy supported the owner in redefining the future of Hotel Garden Siena, ensuring its competitiveness and long-term success in the dynamic hospitality market.
Project Location
Siena, Italy