Reposition before rebrand: a Brussels hotel asset case

<p>The rebrand only adds value once the segmentation and product are fixed.</p><p>Learn how a bold wholesaler cut rebuilt rate quality and moved RGI from 81 to 110.</p><p>In this episode Luc Boschmans interviews Sophie Richard, who leads European asset management for M&amp;L Hospitality and chairs HAMA Europe.</p><p>- Cut a low-rated wholesaler base, accepting 13 percent occupancy loss to rebuild higher-quality rate</p><p>- Sequence segmentation and product before rebranding so the brand change adds value</p><p>- Treat aging product as a cleanliness and rate problem, not just a renovation line</p><p>- Review segmentation yearly rather than every five years</p><p>Sophie shares the full Brussels Midi case, from the segmentation cut to the four-star classification.</p><p>Watch on YouTube: <a href="https://youtu.be/ShorHzWY1Mo">https://youtu.be/ShorHzWY1Mo</a><br />More from Inside Hotel Asset Management: <a href="https://www.youtube.com/playlist?list=PLXd-mdvWGkso">https://www.youtube.com/playlist?list=PLXd-mdvWGkso</a></p><p><br /></p><p>Follow The Future of Hospitality for weekly insights into hospitality, hotels, and guest experience.</p><p>Disclaimer: This podcast shares stories, experiences, and opinions from hosts and guests. They are personal perspectives only and not statements of fact or official advice from The Future of Hospitality</p>