Hotel Surfing in California: Which Brand Rides the Best Waves?

Miller, Gregory J.; Evans, Blake

Hotel Surfing in California: Which Brand Rides the Best Waves?

Abstract

This case features R.D. Olson Development (RDOD), a prominent hotel developer that has been presented with an RFP opportunity to develop a hotel in a prime master planned development in Southern California. As RDOD works towards submitting its RFP bid, it has many things to consider, including most notably the brand that it will select for its proposal. With a quality franchisor in place, it must decide whether to pursue a high-quality select-service hotel, or a full-service hotel instead. RDOD’s decision must take into account a number of variables, including and especially the interests of the other project stakeholders. The case follows the typical timeline and process for a development opportunity, specifically focusing on the feasibility work, brand selection, and strategic decision-making as RDOD prepares for its RFP response to the landowner.

Journal / Series

Cornell Real Estate Review

Volume & Issue

Vol. 11

Date Issued

2013-07-01

Keywords

Cornell University; real estate; hospitality brand management; hotel franchising; finance; request for proposals; development; underwriting; hospitality; full-service; select-service; commercial; master planned; walkability; supply; demand; market; submarket; differentiation; site; franchise; franchisor; amenities; ADR; keys; facilities; furnishings; operating budget

Rights

Types

article