Market & Feasibility Studies

The Highland Group is known for thorough research and honest answers. Some hotel investments offer excellent returns, and some lose money.

Hotel market and feasibility studies: are commissioned by hotel developers and investors before they build or buy a hotel.

The first phase addresses feasibility.

If research indicates that the hotel will be a good investment, then the second phase is a report which can be used by third parties such as lenders, investors and franchisors.

A Highland Group Market Study includes analysis of the location’s marketability.

It focuses on the hotel market, analyzing competitors, risks of new competition and the potential of the subject property.

It includes an evaluation of current and future demand for the hotel.

Hotel market research encompasses field research, on-site inspections, in person interviews and analysis of all relevant data and  information.

A market study results in a projection of occupancy and average rate (room revenue) for a hotel.

• Financial Projections are projections of income and expense based on a market study and operating characteristics of the subject hotel and market. A Highland Group projection provides an estimate of cash flow to use in evaluating potential returns on investment.
• Locations studied include most primary and secondary markets; also, many tertiary markets across the United States. The Highland Group has experience in almost every US state, Canada, England, Belgium, Hungary, and Grand Cayman.
• The Highland Group has experience with a wide variety of hotel types, both branded and unbranded. We have experience with all full-service, limited-service and extended-stay brands by Choice Hotels, Hilton, Hyatt, Intercontinental Hotels Group, Marriott and Starwood. Other hotel brands we have worked with include Best Western, Country Inn and Suites, Extended Stay America, Hawthorn Suites, Intown Suites, Sierra Suites, Sun Suites, Studio 6 and Woodfin Suites.