©EDSA | Insights | Cultivating Connections | Gaylord Rockies

Hospitality is more than a thriving industry – it’s a philosophy centered around the understanding and fulfillment of expectations. It suggests comfortable and engaging environments, where guests feel cared for and appreciated. So, while many brands have mastered the art of crafting welcoming spaces and fostering positive experiences, revisiting a property’s potential to better accommodate today’s travelers has the ability to maximize value, enhance market position and generate stronger demand.

And, with more than 2,000 domestic retrofit projects currently in the que, according to Hotel Investment Today, hospitality leaders are seeing the value that a repositioning effort brings. But with experience comes the knowledge that there is not a one-size-fits-all solution. It is a property-specific, designer-led journey of exploration that allows owners, developers and operators to strategically optimize assets and seize opportunities. But whether an urban hotel, family destination or bleisure-centric resort, strategic alignment, site/asset understanding and clear goals remain the foundation for success.

©EDSA | Insights | Cultivating Connections | The Breakers

Seeking assurance that investments are well spent, property upgrades, enhancements and expansions must be evaluated through a multi-generational lens and focus on lasting loyalty rather than a transactional interaction. Helping shape and inform a property’s redesign and repositioning is maximizing the existing footprint in conjunction with amenities and delivery conveniences. This means aligning accommodations with recreation, social and entertainment offerings to enhance guest satisfaction. And, when faced with obstacles like high interest rates and tight timelines, a due diligence property audit is a great place to start.

After a thorough assessment of operations, maintenance, infrastructure and site offerings, a series of proposed and vetted improvements, cost-saving measures and strategic opportunities for enhanced property performance are recommended. With careful attention to the presence of (or lack thereof) family-friendly areas, recreation zones, health and wellness options, flexible spaces and regional connectivity – all aspects of a guest’s experience are evaluated and validated for a phased implementation strategy that maximums impact from design and programming enhancements.

©EDSA | Insights | Cultivating Connections | The Boca Raton

In fact, the $200 million transformation of The Boca Raton in Palm Beach County, Florida, began with an audit that revealed underutilized outdoor spaces, deteriorating signature elements and a circulation disconnect. Revitalization efforts included an improved arrival sequence, new family pool club, expanded dining and retail, enhanced courtyards and flexible event space as well as landmark and landform upgrades. By leveraging existing assets to emphasize the hotel’s strengths, the economic benefits were almost immediate – enhanced overall appeal, significantly improved occupancy rates, increased average daily rates (ADR) and a new visitor base that compliments heightened guest loyalty. Since its rebranding, the property has also garnered high acclaim from Forbes, Conde Nast Traveler, Travel and Leisure and most recently an Award of Excellence from the American Society of Landscape Architects, Florida Chapter.

So, while a strategic investment towards expansion and growth for a competitive edge can be daunting, partnering with a well-qualified and experienced design team makes all the difference. With the right combination of restoration, renovation and expansion, quietly declining resorts can once again become gems of opportunity for an established clientele and potential future guests. If you are interested in learning more about EDSA’s hospitality repositioning expertise, contact us today at [email protected].