
Hospitality Experience
Rebranding, Operator Search & Management Contract Negotiation
Horwath HTL was instructed on a rebranding exercise to rebrand a locally-branded hotel with an operator search and management contract negotiation
Project Scope
Horwath HTL was engaged to manage a comprehensive rebranding exercise for a locally-branded hotel, which included identifying a suitable international operator and negotiating a management contract. The goal of this project was to elevate the property’s market positioning, enhance operational efficiency, and align it with the standards of a globally recognised brand to attract a broader customer base.
The project began with a thorough assessment of the hotel’s current performance, market positioning, and competitive environment. This analysis identified opportunities for repositioning the property to appeal to target markets while meeting the client’s business objectives.
Our operator search involved leveraging Horwath HTL’s extensive network of global hotel brands to identify potential partners whose brand ethos, standards, and market reach aligned with the hotel’s rebranding goals. We evaluated each operator’s track record, brand equity, and operational capabilities to ensure a strong strategic fit.
Following the selection of a preferred operator, we facilitated the negotiation of a management contract. Our team provided expert guidance to secure favourable terms for the client, including optimal fee structures, performance benchmarks, and responsibilities for marketing and operational oversight. We also ensured the contract included provisions to safeguard the client’s interests and align the operator’s incentives with the hotel’s success.
The rebranding strategy encompassed a new visual identity, service standards, and guest experience enhancements to align with the chosen operator’s brand while reflecting the property’s unique local character.
By overseeing the rebranding, operator search, and contract negotiation, Horwath HTL enabled the client to successfully transition to an internationally recognised brand. This strategic transformation positioned the hotel for long-term growth, improved market share, and enhanced profitability within a competitive hospitality landscape.
Project Location
Kuala Lumpur, Malaysia