Project scope

Horwath HTL was commissioned to support a hotel owner in Lithuania with the strategic goal of identifying the most appropriate hotel concept to attract an international brand. The owner sought to reposition the property within a competitive market by aligning it with a globally recognized operator, ensuring long-term brand strength and commercial viability.

Our team conducted an in-depth analysis of the local and regional hospitality landscape, evaluating demand generators, guest segmentation, and competitive positioning. We assessed the property’s physical characteristics, location advantages, and potential for repositioning, ensuring any proposed concept would be both operationally feasible and commercially sustainable.

Drawing on our extensive experience in international brand affiliations, we developed a range of potential concepts tailored to the hotel’s strengths — from full-service upscale to lifestyle and boutique positioning. Each concept was evaluated against current market trends, investor expectations, and the requirements of leading international hotel chains.

Horwath HTL then guided the owner in identifying and shortlisting the most suitable brand candidates. By aligning the final concept with the expectations of the preferred operators, we ensured a strong platform for successful engagement and brand selection.

Our strategic input provided the owner with a clear vision and actionable framework to pursue a franchise or management agreement under a reputable international flag. The resulting brand alignment strengthens the hotel’s competitive positioning, supports long-term value creation, and enhances appeal to both investors and guests.

Project Location

Vilnius, Lithuania