Don Semmler

February 11, 2015

Discussion
1. You have committed to a prosperous and exciting career in hospitality. Where do you start?
Where will you finish?

2. What is the definition of a mainstream hotel? Who are the legacy hotel companies? How do
they make money?
3. What makes a high design, high experience, or lifestyle hotel different from mainstream
hotels? Name your favorite lifestyle hotel.

Discussion
4. What is a high return hotel? If you were going to own a hotel and invest every penny you
owned What hotel brand would you choose?

5. How do large hotel companies derive the power to fill guest rooms? Is there a way to out
perform the these giants?
6. What is one of the most dominant requests customers have been asking for from
hotelsHintbig companies know it, but

High Return

Hilton Garden Inn

Aloft
Hyatt Place
Courtyard by Marriott
Residence inn

Low Experience

High Experience

Low Return

High Return

Hilton Garden Inn

Aloft
Hyatt Place
Courtyard by Marriott
Residence inn

Low Experience

High Experience

Marriott
Hilton
Westin
Hyatt
Sheraton
Omni
Low Return

High Return

Hilton Garden Inn

Aloft
Hyatt Place
Courtyard by Marriott
Residence inn

Low Experience

High Experience

Marriott
Hilton
Westin
Hyatt
Sheraton
Omni
Low Return

W
Andaz
Ace
Edition
Kimpton
Morgan Hotels
Ritz Carlton

High Return

Hilton Garden Inn

Aloft
Hyatt Place
Courtyard by Marriott
Residence inn

Andell Inn
Managed
Marriott Systems
Joie De Vivre

Low Experience

High Experience

Marriott
Hilton
Westin
Hyatt
Sheraton
Omni
Low Return

W
Andaz
Ace
Edition
Kimpton
Morgan Hotels
Ritz Carlton

Large Hotel Companies Chase Differentiation

High Return
Moxie by Marriott
Canopy by Hilton
Centric by Hyatt

Low Experience

High Experience

AC Hotels by Marriott

Low Return

Kimpton by IHG
Edition by Marriott
Andaz by Hyatt
Curio by Hilton
Autograph by Marriott

Recap
1. If you want to be irreplaceable you must be different Coco Chanel
2. Decide what you do and what you do not do for customers.
Apple, Steve Jobs, Tim Cook. Southwest.

3. Really learn the business and operational excellence will make you wealthy. MRI brain research!
4. Lateral or Vertical skill set. Job or ownership? Start investing.

Andell Inn Guest Satisfaction 2014

Brand Ranking Points above Brand Average
Intent to Recommend:

#1

+20.6

Overall Satisfaction:

#3

+20.7

Design & Dcor:

#1

+38.0

Maintenance & Upkeep:

#1

+31.9

Lobby Area:

#1

+29.4

Pool Experience:

#1

+24.6

Comfort of Bed:

#1

+24.1

Room Cleanliness:

#1

+21.2

Staff Service:

#7

+11.3

#209

+3.6

Intent to Consider Brand:

Kiawah Named #1 Island in America

Conde Nast 2014

Recognized as one of
the Top Ten New Hotels
of 2015 by Southern
Living Magazine