Our consultants were engaged to conduct a market study for a proposed headquarter hotel, designed to serve as the primary accommodation provider for a major convention centre. The client required a detailed analysis of market demand, competitive positioning, and potential financial performance to support development planning and investment decisions.

The engagement began with an assessment of the convention and meetings market, evaluating historical and projected event demand, delegate attendance patterns, and the accommodation needs of convention centre users. We analysed the performance of comparable headquarter hotels in similar destinations, identifying key success factors, expected occupancy levels, and average daily rates. The study also considered corporate, leisure, and group travel segments to ensure a diversified demand base.

A competitive benchmarking analysis was conducted to assess the local hotel supply, pricing dynamics, and market saturation risks. This included evaluating existing and pipeline hotel developments, brand positioning, and the impact of seasonality on hotel performance. We also examined broader economic and tourism trends that could influence the long-term viability of the proposed development.

Using the findings from our research, we provided strategic recommendations on market positioning, target segments, and pricing strategies to maximise revenue potential. The analysis enabled the client to refine their development plans, ensuring alignment with market demand and financial feasibility. By delivering a comprehensive assessment of the project’s opportunities and risks, we provided the client with a solid foundation for investment decision-making.

Project Location

Montréal, Québec, Canada