The rebrand only adds value once the segmentation and product are fixed.

Learn how a bold wholesaler cut rebuilt rate quality and moved RGI from 81 to 110.

In this episode Luc Boschmans interviews Sophie Richard, who leads European asset management for M&L Hospitality and chairs HAMA Europe.

- Cut a low-rated wholesaler base, accepting 13 percent occupancy loss to rebuild higher-quality rate

- Sequence segmentation and product before rebranding so the brand change adds value

- Treat aging product as a cleanliness and rate problem, not just a renovation line

- Review segmentation yearly rather than every five years

Sophie shares the full Brussels Midi case, from the segmentation cut to the four-star classification.

Watch on YouTube: https://youtu.be/ShorHzWY1Mo
More from Inside Hotel Asset Management: https://www.youtube.com/playlist?list=PLXd-mdvWGkso


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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

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