Developing a winning hospitality property concept

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Insights into how to develop a winning hospitality concept
& bring to life

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Developing a winning hospitality property concept

  1. 1. Developing a winning hospitality propertyHow to develop a winning concept & bring to life bi t lif September 2011
  2. 2. Louk Lennaerts President & Chief Visionary Officer Creating many different hospitality & C ti diff th it lit real estate projects in Europe as well as in Vietnam Creator & Father of Life Resorts, developer & shareholder of Victoria Hoi An Passionate worker. With his partner, Marco van Aggele, at Serenity Holding, creates new surprising combination of services attracting investor • Serenity Holding is an A-Z supplier of services having focus on the creation of t f tourism and reall estate projects i d t t j t
  3. 3. Your answers for Developing winning concept in tight market Closing the gap between Concept & development Optimizing marketing and sales cost & maximize ROI
  4. 4. Developing winning concept in tight marketConcept - Fundamental part to ensure successC t Financial consequences Architectural design g Interior design Landscaping Operation SalesTime & Creativity y
  5. 5. Developing winning concept in tight marketWinning concept Different & suite to its environment Focus on the needs of end-user from the beginning & continuous updating Invest & deal with cash flow Consistent in all aspectsPractical,Practical Different & Innovation** Should implement in early stage of new development
  6. 6. Developing winning concept in tight market real concept orAny current innovative ideas ???
  7. 7. Closing the gap between Concept & Development “Soup “S of many cooks”
  8. 8. Closing the gap between Concept & Development
  9. 9. Closing the gap between Concept & Development Owner’s demand:Cultural connection100 keys at 5 star standard4 ha more deep than wide(could not give sea view for all units)Avoid copy by other projects
  10. 10. Closing the gap between Concept & Development Our steps:Optimizing cash flowMore f future guests & less ofM for f t t l farchitectural creativity & createsome things made all visitorssurprisedThe Hue forbidden architecture,providing privacy(courtyards & own pools)Different in management style:Fusionist program & new spa program
  11. 11. Closing the gap between Concept & DevelopmentFusion Maia for those who love to enjoy all spa treatments Fusion Maia Phu Quoc Fusion Maia Ham Tan
  12. 12. Closing the gap between Concept & DevelopmentFusion Alya for those who love to enjoy culinary experiences Fusion Alya Lagi Fusion Alya Hoi An Fusion Alya Phu Quoc Fusion Alya Dalat
  13. 13. Closing the gap between Concept & Development
  14. 14. Closing the gap between Concept & DevelopmentMe to Be/ M2 Optimizing
  15. 15. Closing the gap between Concept & DevelopmentTraveler needs: Good accommodation Our steps: in the city at fair price (~USD 50) Income per m2 floor International standard Small room ~ 14m2 Surprising appeal F & B attractions Mix accommodationDeveloper sDeveloper’s headache: • Only need land of Land cost (USD 10,000 – 20,000/m2) 300-600m2 in very good city location. 5 current yProfit??? locations for 2Boutique in Saigon & Hanoi
  16. 16. Closing the gap between Concept & DevelopmentM2Boutique Phu Quoc M2Boutique Dong Khoi M2Boutique Danang
  17. 17. Optimize Marketing & Sales cost, and maxize ROIHow to optimize marketing &sales cost, and maximize ROI ???
  18. 18. Optimize Marketing & Sales cost, and maxize ROICreate demand
  19. 19. Optimize Marketing & Sales cost, and maxize ROICreate story
  20. 20. Optimize Marketing & Sales cost, and maxize ROI
  21. 21. Thank you for your attention!Serenity Holding’s aim is to be not justdifferent in Vietnam but become atrend setter for Asia & the wholehospitality industry with integrated conceptsthat go behind the traditional projectsShould you have any inquiries, inquiriesplease contact us atthuy.uyen@serenity-holding.com

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