Brand Repositioning, Ownership Strategy & Franchise Optimization
Strategic repositioning from managed to franchised model, with integrated ownership
structuring to maximize long-term asset value and investor flexibility.
Brand Strategy & Selection
Identified and negotiated the adoption of IHG’s Vignette Collection – the brand’s first
entry into the region – ensuring stronger brand alignment, enhanced loyalty capture,
and improved commercial performance.
Franchise Conversion & Operational Setup
Transitioned the property from an Accor-managed model to an IHG franchise structure,
enhancing owner control and long-term profitability flex
Operator Appointment & Alignment
Advised on the appointment of UHM as a third-party operator, introducing greater P&L
discipline and agility in decision-making.
Rental Pool Program Enablement
Enabling the successful sale of branded residences, Trilight has created a unique
Rental Pool structure, while protecting operational consistency and ownership returns.
Ongoing Asset Oversight
Providing continued asset management support with performance benchmarking,
operator accountability, and long-term strategic guidance.
Outcome
Delivered a seamless brand and operator transition, while unlocking real estate value
through hotel apartment sales, resulting in a hybrid model that supports both investor liquidity and hotel performance.