Find your niche through research. Build the right hotel brand. Stand out and own your market.

This is the most important question of all, and the answer is: right before you start any architecture work, you should be looking for an operator and taking your first pass at the brand.

It's with the operator's financial and market input, plus the brand, niche and product analysis, that the architect can really show what they've got; otherwise you'd be flipping a coin, betting your hotel's future on luck.

Well... you'd be hard pressed to find another agency with this much specific knowledge of the business, led by someone who doesn't just research, design, structure and develop hotel projects, but also builds them and then runs them. It's that knowledge of the hotel market, together with an understanding of the guest and how they use booking platforms, that gives us the edge: we know what to do and how to build brands that win even in the most competitive markets.

We also come in at the earliest stages, helping make the value calls on brand and service, working alongside the architecture and designing the complete interior, so the brand shows its full potential when it's time to shoot the photos it will be sold with on the platforms.

Absolutely. This process is a lot like building a brand from scratch, with a few nuances. We look at both a refresh of the current brand and an entirely new one. Contrary to what many people think, a brand being many years old doesn't mean it always deserves to be saved; sometimes the best move is to start over.

IMPORTANT: don't start this process if you're not willing to make the investment it takes to refurbish your hotel, replace the furniture and knock down a wall or two along the way. In the vast majority of cases, renewing a hotel brand also means renewing the property.