Ashler Hospitality Corporation

The ‘branding’ of hotels has accelerated during the last few years as properties have faced increasingly competitive markets and owners attracted by the claims of hotel franchise companies. These companies have in turn responded by creating a plethora of hotel brand names.

With our experience operating branded and independent hotels, Ashler is well able to guide lenders, owners, and their professional advisors regarding the potential benefit of a given brand for a specific hotel, and indeed, whether ANY brand is really required.

Through an analysis of the market and the franchise brand, Ashler will determine which ‘flag’ would best suit the hotel. Additionally, we will determine whether the true cost of a given franchise can be expected to be offset by the increase in revenue that the ‘flag’ is likely to provide. In this regard, it is important for the hotel to be aware of all the costs associated with a given brand; the true cost frequently extends well beyond franchise/royalty and marketing fees to include required staff training programs.