MIDDLE EAST HOTEL ASSET MANAGEMENT MANAGING THE ASSET LIFE CYCLE MAY Accelerating success.

Transcription

1 MIDDLE EAST HOTEL ASSET MANAGEMENT MANAGING THE ASSET LIFE CYCLE MAY 2014 Acceleratig success.

2 Acceleratig success.

3 HOTEL ASSET MANAGEMENT TABLE OF CONTENTS Executive Summary 1 Htel Asset Maagemet Cycle 2 Htel Life Cycle 3 Impact f Revati Htel Perfrmace 4 Stayig Ahead f the Curve 5 Cclusi 6 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

4 2014 MANAGING THE ASSET LIFE CYCLE EXECUTIVE SUMMARY DUBAI HOTELS SAMPLE Uplift f 9% i RevPAR premium 20% 15% 10% 5% 0% -5% -10% Surce: Clliers Iteratial, 2014 R e v a t i years Years ADR Premium % RevPAR Premium % UPSCALE ABU DHABI HOTELS Uplift f 47% i RevPAR premium 40% 30% 20% 10% 0% -10% -20% -30% Surce: Clliers Iteratial, 2014 R e v a t i 1 2 Year Years ADR Premium % RevPAR Premium % Beefits f Owig Htel Assets Appreciati i prperty value Diversificati Pride i wig a distictive asset Hedge agaist iflati Deferred taxati Psitive cashflw frm peratis Executive Summary HOTEL ASSET MANAGEMENT Htels are a specialist asset class requirig active ad fcused versight. Htels are dyamic icme prducig assets if bught, develped, perated ad dispsed f at the apprpriate time wuld yield superir returs. The htel idustry is a cyclical idustry that clsely fllws a cutry s ecmic peaks ad trughs. The curret divergece i htel wers ad htel peratrs iterests have led t wers seekig peratr versight specialists t drive ptimum returs, ad ehace htel asset value ver the hldig perid. IMPACT OF RENOVATION ON HOTEL RevPAR A essetial value ehacig activity a Htel Asset Maager egages i, is assessig the timig f Capital Expediture Wrks. These wrks are vital i keepig a htel tradig i a icreasigly cmpetitive market. Clliers has selected a sample f upscale htels lcated i Dubai ad Abu Dhabi which have uderge extesive revati. Whe cmpared t the market, htels that were revated shwed strger grwth i perfrmace. I the first ad secd year pst revati, the Dubai htel sample achieved a RevPAR premium f 7% ad 15% respectively. Withi the first year pst revati, the Abu Dhabi htel sample achieved a RevPAR premium f 36%. Empirical evidece suggests that htel revatis, implemeted diligetly, wuld create tremedus value fr the prperty ad help build ad sustai lg-term value. EVOLUTION OF HOTEL ASSET MANAGEMENT Htel wers have traditially relied peratrs t advise revatis ad the extesi f asset useful life. Traditially peratrs have verspet ad mismaaged revati timetables, budgets, ad asset perfrmace durig the revati phase. The rle f a htel asset maager is t assist the wer i priritizig the revati wrks ad chaelig wers fuds t create value t the wers t the peratr. Htel Asset Plas ad prject versight activities, have assisted wers t maximize value, miimize csts, ad esure smth ruig f the htel peratis thrughut all the phases f a asset life cycle. Htel Ivestmet Challeges High iitial capital utlay Highly vulerable t cmpetiti Highly vulerable t market vlatility Surce: Clliers Iteratial, COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

5 2014 MANAGING THE ASSET LIFE CYCLE HOTEL ASSET MANAGEMENT CYCLE CapEx & CapEx Budgetig Prperty Plaig & Develpmet Facilities Recmmeda ti & Plaig Brad Maagemet & Selecti Operatial Aalysis & Review COMPONENTS OF HOTEL ASSET MANAGEMENT As htel wers ad debtrs seek expert pii drivig htel value, the rle f the specialist htel asset maager is becmig icreasigly imprtat i balacig cst ctaimet, reveue geerati, value creati ad dispsal iitiatives. Strategic Ldgig Maagemet Acquisiti & Due Diligece Risk Evaluati Cmpets f Dyamic Htel Asset Maagemet Htel Ivestmet Life Cycle Maagemet Evaluatig Brad Cmpliace Ctract Assessmet & Review Prperty Repsitiig Aalysis Site Aalysis & Selecti The key drivers f value i peratial htels are: Capital Expediture (Capex) budgetig, Prperty Plaig ad Develpmet, ad Operatial Reviews. At a time f peratial reviews, a dyamic asset maager shuld spt the tell tale sigs f stagati, hece lead the Capex plaig prcess t either repsiti, expad r redefie the use f the asset. HOTEL ASSET MANAGEMENT CYCLE The asset maagemet reflects the evlvig prcess frm acquisiti t active wership ad fially t dispsiti. BENCHMARKS OF ASSET MANAGEMENT PERFORMANCE Quatitative Measures Value Creati Fiacial Perfrmace Operatig Measures Asset Utilizati Grwth Measures Surce: Clliers Iteratial, 2014 Bechmarks Market Value f Asset Reveue, GOP, EBITDA ADR, RevPAR, Occupacy Capital Expediture Chage i Asset Market Value Operatial Efficiecy Imprvemet The wership bjectives will vary based umerus factrs. Hwever, the cycle f asset maagemet des t chage. The amut f time the asset stays i the wership phase f the cycle chages, based the differig bjectives f wership. Dispsig the asset at the right time is very crucial. The timig will deped the wership bjective f hldig the asset lg-term r shrt-term. Factrs such as a lmig capital requiremet (revati) r the expirati f maagemet agreemet ifluece the decisi t sell a asset. STEP 1 Idetifyig Ower Objectives Qualitative Measures Develpig r maitaiig relatiships with stakehlders Bechmarks Operatrs, Owers, Leders STEP 4 Dispsal STEP 2 Ehacig Value - Operatial mitrig FF&E Ehacemets Quality Surce: Clliers Iteratial, 2014 Prperty Cditi Guest Satsifacti Quality Scres STEP 3 Assessig CAPEX requiremets / Repsitiig Sme market factrs that decrease the likelihd f Capex spedig revati iclude lw barriers t etry, suburba lcati ad difficulty i quatifyig demad. Sme market factrs that icrease the likelihd f Capex spedig revati is high barriers t etry, urba cmpetitive lcati ad clear quatificati f demad 2 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

6 2014 MANAGING THE ASSET LIFE CYCLE HOTEL LIFE CYCLE AGE OF HOTELS Dubai & Abu Dhabi HOTEL LIFE CYCLE (Perfrmace Phases) 34% 31% 11% 24% Riyadh, Jeddah & Makkah 43% 19% 17% 13% 13% Dha 22% 22% 51% 0 t 3 Years 4 t 6 Years 7 t 9 Years 10+ Years Surce: Clliers Iteratial, 2014 PERFORMANCE PHASES Phase 1 Opeig ad Stabilizati (0 t 3 years) Key Features Key Risk Areas Pst peig ad ramp up phase is usually tw years Oe mre year eeded t stabilize perfrmace Over-estimated sales targets Misaliged marketig & busiess develpmet pla Operatr s lack f htel peig experiece i the regi Phase 2 Prime Perfrmace (4 t 6 years) Key Features Key Risk Areas Asset maager fcuses peratial reviews Fcus drivig shrt term strategy ad buildig lg term strategy Operatial cst ad verheads Lack f refurbishmet ad psitiig pla Phase 3 Peak Perfrmace (7 t 9 years) Key Features Key Risk Areas High peratial efficiecies, stable demad ad strg prfitability Operatial cst ad verheads Lack f wer fuded capital expediture Phase 4 Negative Grwth (10+ years) Key Features Key Risk Areas MIDDLE EAST HOTELS Asset depleti Tired prperty N revati strategy Ttal lss f market share Dwgradig f asset I the Middle East, a high umber f htels are past their peak perfrmace. I Dubai & Abu Dhabi 34% f htels have ge beyd the peak perfrmace stage. I Riyadh, Jeddah & Makkah 43% f htels have witessed such a pheme ad i Dha 17% f htels have crssed the peak perfrmace stage. T exted the useful life f a htel, these prperties eed t g thrugh refurbishmet/revati. I the best sceari, htels shuld start strategic plaig f refurbishmet/revati durig the peak perfrmace phase, t achieve lg-term sustaiability. 3 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

7 2014 MANAGING THE ASSET LIFE CYCLE IMPACT OF RENOVATION ON HOTEL KPI S SIGNIFICANCE OF RENOVATION UPSCALE DUBAI HOTELS There are may differet reass that explai the rle played by revati i the success f htels. These reass ca be classified as strategic, peratial r fuctial eeds t be met by revati. 20% 15% 10% 5% 0% -5% -10% R 15% e 9% 6% v 7% a 4% t i % Year -3% -5% Years Sme reass why revati is essetial t htel peratis iclude: T keep up with the cmpetiti T maitai r icrease market share T imprve the peratial efficiecy f the htel that will lead t a icrease i bth prductivity ad lg-term peratial expeses T exted the useful life f the htel T help icrease r maitai the ccupacy ad rates i the htel CASE STUDY: IMPACT OF RENOVATION ON HOTEL KPI s- DUBAI & ABU DHABI METHODOLOGY ADR Premium % RevPAR Premium % Surce: Clliers Iteratial, 2014 Nte: The perfrmace f htels i this study has bee cmpared t that f their respective sub-markets. Nte: 1 year befre revati has bee used as the base year t calculate icrease i premium. UPSCALE ABU DHABI HOTELS 40% 30% 20% 10% 0% -10% -20% -30% 36% R 32% e v 6% a -3% t i -15% Year -24% -25% -23% Years ADR Premium % RevPAR Premium % Surce: Clliers Iteratial, 2014 Nte: The perfrmace f htels i this study has bee cmpared t that f their respective sub-markets. Nte: 1 year befre revati has bee used as the base year t calculate icrease i premium. Clliers has selected a sample f upscale htels lcated i Dubai ad Abu Dhabi which have uderge extesive revati f all facilities. The selected grup cmprises f 4 htels i Dubai ad 4 htels i Abu Dhabi which are f a similar age. The perfrmace f these htels has bee cmpared t that f their respective sub-markets. This cmparis resulted i ADR ad RevPAR discuts/premiums achieved uder r ver the htels sub-markets. The premiums are a average f the selected umber f htels i bth Dubai ad Abu Dhabi. Uplift i premium is calculated usig e year befre revati as the base year. ANALYSIS The htels that have cmpleted a revati have shw a strg grwth i perfrmace i cmparis t the sub-market. Befre revati, the selected htels i Dubai ad Abu Dhabi had experieced a drp i RevPAR premium, i cmparis t that f their respective sub-markets. After revati, the htels i Dubai witessed a icrease i ADR ad RevPAR premium ver their sub-markets. These prperties achieved a RevPAR premium f 7% ad 15% i the first ad secd years fllwig the revati. The htels i Abu Dhabi witessed a strg icrease i RevPAR premium. The RevPAR premium icreased frm -15% t 36% withi e year f revati. Htels that ivate ad revate due t ever-shiftig csumer prefereces are able t achieve high ccupacies ad a icrease i average daily rate. This study supprts the pit, that htel revatis ca create tremedus value fr the prperty ad help build lg-term brad equity. Timig is crucial, as recgizig the eed t revate is just as imprtat as the revati itself. I rder t stay ahead f cmpetiti, achieve high peratial efficiecy ad maitai stable demad ad strg prfitability, a htel shuld ideally start revati plaig durig its peak perfrmace years. 4 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

8 2014 MANAGING THE ASSET LIFE CYCLE STAYING AHEAD OF THE CURVE STAYING AHEAD OF THE CURVE Asset Strategy Shrt Term Strategies Operatial & Perfrmace Review Capital Expediture Plaig FF&E Maagemet Sustaiability & Eergy Maagemet Refurbishmet Plaig Assess Micr ad Macr Treds Uderstad Csumer Behavir Pre-empt Cmpetiti Rebradig Assessmet Refurbishmet Requiremet Gatherig & Impact Aalysis Years 1 t 3 Years 3 t 5 GROWTH CURVES Buildig a lg term strategy fr refurbishmet ad psitiig will help asset wers t pla fr ucertai times ad ever-chagig market dyamics. I tday s wrld, wers are t ly lkig t exit the ivestmet at the pprtue time, but als wrk buildig ew grwth curves t stay ahead f the cmpetiti ad ulck a higher value fr the asset. ROLE OF AN ASSET MANAGER New Grwth Curve f 9 Years Year 7-9: Public Areas ad Back Office Refurbishmet Year 5-7: Rms ad F&B Refurbishmet Year 3-5: Refurbishmet Plaig Year 1 3: Shrt term strategy Executi Refurbishmet Executi Rms ad F&B Desig Phase Biddig Maagemet Itelliget Prcuremet Prgram budget & Schedule Maagemet Rms ad F&B Refurbishmet Fial Refurbishmet Phase Back ffice ad Public Areas Refurbishmet Ehace Itrisic Value Asses Ttal Refurbishmet Impact /Evaluati Surce: Clliers Iteratial, 2014 Years 5 t 7 Years 7 t 9 Year 1 t 3: Shrt term Strategy Lead mthly peratial review ad peratr versight Fcus FF&E expese maagemet; ivest i shrt term pprtuities Peridical bechmarkig ad prperty review visits Year 3 t 5: Refurbishmet Plaig Cmplete Micr ad Macr Ecmic Tred Aalysis Capture Csumer behaviur treds Pre-empt cmpetiti ad market Build Refurbishmet Strategy Year 5 t 7: Refurbishmet Executi Wrk clsely with peratr t kick-ff refurbishmet pla Lead the biddig prcess t maage the supply chai Act as a prgram maager; fcus budget ad timelies Esure smth executi Year 7 t 9: Fial Refurbishmet Phase Refurbishmet f public areas ad back ffice Asses refurbishmet impact asset value Maagemet f marketig ad sale f asset 5 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

9 2014 MANAGING THE ASSET LIFE CYCLE CONCLUSION MIDDLE EAST OUTLOOK Owers Expectatis Frm Asset Maager Ability t leverage prir experiece Idustry-wide expertise Csultative skills Surce: Clliers Iteratial, 2014 Operatr Expectatis Idetifyig/elimiatig lss makig '''''activities Recessi Awareess Surce: Clliers Iteratial, 2014 The Middle East has experieced a uprecedeted level f htel activity with a abudat creati f very successful htel-wig cmpaies. The Middle East remais e f the fastest grwig regis i terms f turism arrival. The rapid grwth i the ldgig idustry, with its gamut f prducts ragig frm budget thrugh mid-scale t butique ad luxury prperties, has required a rapid develpmet f asset maagemet i this regi. GLOBAL OUTLOOK I the past asset maagers were just relied up t help with prblems such as revatis ad imprvig peratial efficiecy at a particular phase f the htels lifecycle. As the prfile f wership shifts ver time, the htel asset maagemet will ctiue t evlve accrdigly, t serve the eeds f wers. Tday the rle f asset maagers is t help ad guide the wership thrugh the cmplete lifecycle f a asset, frm acquisiti t dispsiti. Frm the peratrs perspective, asset maagers are csidered t be the GM s best surce fr expadig prfitability i this ucertai glbal market. After Revati Icrease i Premium % Year 1 Icrease i Premium % Year 2 Dubai ADR Premium 1% 10% RevPAR Premium 1% 9% Surce: Clliers Iteratial, 2014 After Revati Icrease i Premium % Year 1 Icrease i Premium % Year 2 Abu Dhabi ADR Premium 29% 20% RevPAR Premium 51% 47% Surce: Clliers Iteratial, 2014 CONCLUSION Divergece i htel wers ad htel peratrs iterests have led wers t seek specialist peratr versight. Asset maagemet plas have assisted wers t maximize value, miimize csts ad esure a smth ruig f the htel peratis thrughut all the phases f a asset lifecycle. Asset maagers guide wers thrugh the cmplete lifecycle f a asset, frm acquisiti t active wership ad fially t dispsiti. Durig the wership phase, revati plaig ad executi play a imprtat rle. Revati helps the htel t achieve peratial efficiecy ad maitai stable demad ad perfrmace. Buildig a lg-term strategy fr revati will help asset wers t pla fr ucertai times ad ever-chagig market dyamics. Htel revatis drive superir value t a htel asset ad helps build lg-term brad equity. I the first ad secd year pst revati, the Dubai htel sample achieved a RevPAR premium f 7% ad 15% respectively. Withi the first year pst revati, the Abu Dhabi htel sample achieved a RevPAR premium f 36%. Sme reass why revati is essetial t htel peratis iclude: T keep up with the cmpetiti T maitai r icrease market share T imprve the peratial efficiecy f the htel that will lead t a icrease i bth prductivity ad lg-term peratial expeses T exted the useful life f the htel T help icrease r maitai the ccupacy ad rates i the htel 6 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

10 2014 MANAGING THE ASSET LIFE CYCLE 485 ffices i 63 cutries 6 ctiets $2.1 billi i aual reveue 1.46 billi square feet uder maagemet 15,800 emplyees $75 billi ttal trasacti value COLLIERS INTERNATIONAL MENA REGION Clliers Iteratial has bee prvidig leadig advisry services i the Middle East ad Nrth Africa regi sice 1996, ad Saudi Arabia sice Regarded as the largest ad mst experieced firm i the regi, Clliers Iteratial s expertise cvers Htels, Residetial, Cmmercial, Retail, Educati ad Healthcare sectrs tgether with master plaig slutis, serviced frm the five regial ffices. Clliers Research Services Grup is recgized as a kwledge leader i the real estate idustry, prvidig cliets with valuable market itelligece t supprt busiess decisis. Clliers research aalysts prvide multi-level supprt acrss all prperty types, ragig frm data cllecti t cmprehesive market aalysis. COLLIERS INTERNATIONAL HOTELS COLLIERS INTERNATIONAL HOTELS P O Bx Dubai Uited Arab Emirates Filipp Sa Directr Head f Htels MENA Regi MAIN MOBILE filipp.sa@clliers.cm Selim El Zei Head f Htel Asset Maagemet MENA MAIN MOBILE selim.elzei@clliers.cm The ifrmati ctaied herei has bee btaied frm surces deemed reliable. While every reasable effrt has bee made t esure its accuracy, we cat guaratee it. N respsibility is assumed fr ay iaccuracies. Readers are ecuraged t csult their prfessial advisrs prir t actig ay f the material ctaied i this reprt. Clliers Iteratial Htels divisi is a glbal etwrk f specialist csultats i htel, resrt, maria, glf, leisure ad spa sectrs, dedicated t prvidig strategic advisry services t wers, develpers ad gvermet istitutis t extract best values frm prjects ad assets. The fudati f ur service is the hads- experiece f ur team cmbied with the itelligece ad resurces f glbal practice. Thrugh effective maagemet f the hspitality prcess, Clliers delivers tagible fiacial beefits t cliets. With ffices i Dubai, Abu Dhabi, Jeddah, Riyadh ad Cair, Clliers Iteratial Htels cmbies glbal expertise with lcal market kwledge. SERVICE AT A GLANCE The team ca advise thrughut the key phases ad lifecycle f prject: Destiati/Turism/Resrt/Brad Strategy Market ad Fiacial Feasibility Study Develpmet Csultacy & Highest ad Best Use Aalysis Operatr Search, Selecti ad Ctract Negtiati Pre-Opeig Budget Aalysis ad Operatial Busiess Pla Ower Represetative/Asset Maagemet/Leders Asset Mitrig Site ad Asset Ivestmet Sale ad Acquisiti/Due Diligece RICS Valuatis fr Fiace Purpses ad IPOs OUR REGIONAL EXPERIENCE Strategic Advisry ad Hspitality Capital Valuati fr mre tha 32,400 keys with a ttal asset value i excess f AED29.4 Billi Htel Operatr Search, Selecti ad Ctract Negtiati i excess f 7,200 keys with cliet savigs averagig AED10.4 milli I excess f 17,258 keys prpsed withi Highest & Best Use, Market & Fiacial Feasibility Studies fr Htels, Resrts & Serviced Apartmets Highest & Best Use, Market & Fiacial Feasibility Studies fr Htels & Serviced Apartmets with a ttal estimated et asset value i excess f AED 36.2 Billi I Excess f 4,635 Htel Keys uder Asset Maagemet as Ower s Represetative,635 7 COLLIERS INTERNATIONAL clliers.cm/uitedarabemirates/htels

11 OUR SERVICES COLLIERS INTERNATIONAL ffers a cmprehesive prtfli f real estate services t ccupiers, wers ad ivestrs a lcal, regial, atial ad iteratial basis. Clliers Iteratial prvides specialized services t wers ad ccupiers a lcal, regial, atial ad iteratial basis. The fudati f ur service is the stregth ad depth f ur specialists. Our cliets ca deped ur ability t draw years f direct experiece i the lcal market. Our prfessials kw their cmmuities ad the idustry iside ad ut. Whether yu are a lcal firm f a glbal rgaizati, we prvide creative slutis fr all yur real estate eeds. OUR SERVICES INCLUDE: BROKERAGE SALES & LEASING WORLD WIDE OFFICES CORPORATE SOLUTIONS DEVELOPMENT SOLUTIONS HOTEL SERVICES HEALTHCARE & EDUCATION INVESTMENT SERVICES PROJECT MANAGEMENT REAL ESTATE MANAGEMENT SERVICES RETAIL ADVISORY SERVICES VALUATION & ADVISORY SERVICES WE COVER THE FOLLOWING CORE SECTORS AS WELL AS MANY SPECIALIZED PROPERTY TYPES: OFFICES INDUSTRIAL & LOGISTICS MIDDLE EAST & NORTH AFRICA (MENA) OFFICES RETAIL & SHOPPING MALLS RESIDENTIAL HOTELS, RESORTS, MARINAS, GOLF COURSES & SPAS SCHOOLS, UNIVERSITIES, HOSPITALS & MEDICAL CLINICS AIRPORTS MIXED USE

12 Filipp Sa Directr Head f Htels MENA Regi MAIN MOBILE filipp.sa@clliers.cm Selim El Zei Head f Htel Asset Maagemet MENA MAIN MOBILE selim.elzei@clliers.cm Clliers Iteratial MENA Regi Dubai Abu Dhabi Riyadh Jeddah Cair Dha Acceleratig success.