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Stage 2 — Concept

Brand and franchise

A brand is worth what it brings you in bookings — and no more.

Get in touch+995 322 560 565
01Planning and advisory 02Brand and franchise 03Architecture and design 04Development 05Fit-out and procurement 06Recruitment and training 07Food and beverage 08Pre-opening 09Sales and marketing 10Revenue management 11Hotel management 12Financial control and audit

Who the property is built for and under what name it will operate. All services →

An international brand brings bookings, trust and a sales channel. In return it takes a fee, imposes standards and limits freedom.

The question is whether that trade works for this particular property. It is tested with numbers, not impressions.

What it covers

The choice

  • A reasoned choice between a branded and an independent model
  • Creating independent positioning where no brand is used

Operator and contract

  • Selecting suitable operators and brands
  • Analysis and comparison of franchise agreement terms
  • Participation in negotiations on the owner's side

Effect on the project

  • Building brand technical standards into the design

A franchise agreement is signed for twenty years

Choosing a brand is not a one-off decision — it defines for decades what you must do, what you cannot do and how much you pay.

In that negotiation we stand on the owner's side, not the brand's.

Frequently asked questions

Is a branded hotel better than an independent one?
It depends on location, segment and room count. A brand brings bookings, trust and a sales channel; in return it takes a fee, imposes standards and raises capital cost. For a 40-room family hotel it rarely pays; for a 120-room city hotel it often does.
Which brands have you worked with?
Our portfolio includes properties under Wyndham, Accor and other international operators, as well as independent and local brands. The full list and our role in each is on the portfolio page.
How long do negotiations with a brand take?
Four to eight weeks, from selection to signature. If the property does not yet meet the brand's technical standards the timeline extends, because those changes have to be worked into the design.
How do brand standards affect the budget?
Directly. The brand sets minimum room sizes, bathroom specifications, the number of lifts, the size of public areas. That is why the brand must be chosen before design — reworking it afterwards costs far more.
Can we join a brand later?
You can, but it is expensive. Bringing an operating hotel up to brand standard usually means refurbishing rooms and sometimes re-planning spaces. If a brand is in your plans, it is cheaper to account for it from the start.
What if the brand says no?
It happens — the location, the size of the market or the property's parameters may not fit. Then we either look at another brand or build independent positioning. The second route is not worse; it is simply different work.

Choosing between a brand and an independent model?

Write or call. We will look at the project, tell you what information we need and how soon you will have an answer. The first conversation is free.

+995 322 560 565Or write to usMonday to Friday, 10:00–19:00