Positioning and branding for six hotels: SOE Hotel portfolio study

Project Scope

Our team conducted an in-depth portfolio study for a State-Owned Enterprise (SOE) in China, aimed at assessing the performance, market positioning, and future potential of its diverse hotel assets. This strategic review provided actionable insights to optimize portfolio value, align with market demands, and enhance overall operational efficiency.

The project began with a detailed audit of the SOE’s hotel portfolio, spanning various asset types, star ratings, and geographic locations. Our analysis encompassed key performance indicators (KPIs) such as occupancy rates, ADR, RevPAR, and EBITDA margins. Additionally, we benchmarked the assets against competitors within their respective markets to identify areas of underperformance and growth opportunities.

Leveraging data from market trends, customer demographics, and economic forecasts, we segmented the portfolio into distinct categories: high-potential assets for enhancement, stable assets for continued operation, and underperforming assets for strategic restructuring or divestment. This segmentation allowed the SOE to focus resources on high-value opportunities.

For each category, we provided tailored recommendations, including rebranding strategies, asset repositioning plans, and operational improvements. We emphasized the importance of digital transformation, recommending the adoption of advanced revenue management systems, dynamic pricing strategies, and CRM tools to enhance guest engagement and profitability.

The study concluded with a comprehensive roadmap for the SOE to maximize portfolio returns while maintaining alignment with its strategic goals and public responsibilities. Our analysis positioned the SOE to strengthen its competitive edge in China’s dynamic hospitality market and drive sustainable growth across its hotel assets.

Project Location

Luoyang, Henan Province, China