A handful of hotel brands announced brand overhauls in recent months, and in doing so franchisors weren’t shy in saying a significant percentage of under performing properties would be exiting the system.
For Crowne Plaza, approximately 10% of hotels in the system are not expected to make the cut; Comfort Inn and Comfort Suites also will lose about 10% of their portfolio size; and for Best Western International, about 500 hotels were removed from the system before the company launched its descriptor program.
It’s an aggressive approach to cleaning up a brand and one that could hinder portfolio growth, which is held in high regard on Wall Street. But franchisors today are focused on eliminating the low-hanging fruit so both owners and guests are comfortable every hotel offers consistent value. More.