Reposition before rebrand: a Brussels hotel asset case

The rebrand only adds value once the segmentation and product are fixed.Learn how a bold wholesaler cut rebuilt rate quality and moved RGI from 81 to 110.In this episode Luc Boschmans interviews Sophie Richard, who leads European asset management for M&L Hospitality and chairs HAMA Europe.- Cut a low-rated wholesaler base, accepting 13 percent occupancy loss to rebuild higher-quality rate- Sequence segmentation and product before rebranding so the brand change adds value- Treat aging product as a cleanliness and rate problem, not just a renovation line- Review segmentation yearly rather than every five yearsSophie shares the full Brussels Midi case, from the segmentation cut to the four-star classification.Follow The Future of Hospitality for weekly insights into hospitality, hotels, and guest experience.Disclaimer: This podcast shares stories, experiences, and opinions from hosts and guests. They are personal perspectives only and not statements of fact or official advice from The Future of Hospitality