The Bricton Group, Inc. has a proven and successful track record for adding value to underperforming hotel assets or properties that entered into receivership. By working with the lending institution or owner, we quickly and efficiently identify problem areas within the asset.
Operating from the owner’s perspective, The Bricton Group will formulate a detailed plan of action, focusing our sophisticated management techniques on four vital areas:
Bricton will conduct a thorough inspection to determine both the asset’s most pressing needs and those that can be deferred. Our industry-leading experience in repositioning hotels empowers us to make informed decisions on how best to implement changes without a significant capital investment.
All hotel associates will be evaluated. For all associates who remain, a dedicated focus will be placed upon integrating them into the Bricton culture.
Bricton’s reputation for generating timely and detailed financial information – for distressed hotels or hotels in receivership – has allowed us to create a strong reference list, both from owners and from the courts.
The Bricton Group employs a tactical approach to increasing revenues for distressed hotels or hotels in receivership. All facets of revenue generation are meticulously examined – including direct sales, third party channels (hotels.com, Travelocity) brand contribution, billboards, and media programs.
Once the asset is stabilized – typically within three to six months – Bricton Group with the owner/lender to develop a disposition plan to maximize proceeds. The plan will include recommending, interviewing and selecting the proper brokerage firm to market the distressed hotel.