2. Development
consultancy
Valuations Investment
Asset
management
♦ Marketentrystrategies
♦ Highest & best-use
♦ Development
recommendations
♦ Financial feasibility
♦ Operator selection
♦ Acquisition
♦ Disposal
♦ Financial reporting
♦ Bank finance
♦ Fund raising
♦ Fire insurance
♦ Investment strategy
♦ Asset selection
♦ Due diligence
♦ Sales /purchase
♦ Operational review
♦ Strategic planning
♦ Performance
monitoring
♦ Due diligence
♦ Capital program
Incisive strategies,
total capabilityand a
researchledapproach
SERVICES
Our hospitality professional organization is well versed to support you in pursuing your investment strategy as well as in developing
hospitality and mixed-use real estate projects.
planning
DEVELOPMENT CONSULTANCY
Providing development strategy recommendations and master plan reviews for a wide range of hospitality and mixed-use real
estate projects, typically advising on development mix, market positioning, and target markets. As such ensuring that the concept
is aligned with the future market situation while maximizing the owner’s returns.
1 - Average Length of Stay
Site analysis Macro analysis Tourism analysis Market analysis Benchmark exercise
♦ Access&egress
♦ Dev. guidelines
♦ Zoning
♦ Adjacent uses
♦ Infrastructure
♦ Political
♦ Economic&legal
♦ Demographic
♦ Passenger arrivals
♦ Room nights
♦ Source markets
♦ Tourism receipt
♦ ALoS1
♦ Demand generators
♦ Hotels
♦ Hotel apartments
♦ Branded residences
♦ Domestic
♦ Regional
♦ International
Site assessment Macro overview Tourism overview Market KPIs Lessons learnt
Concept definition
Financial analysis
Viability statement
The Charming Hotels Castello Chiola
3. Based on the project’s location and our market findings we recommend a competitive market positioning to minimize development
risks and enhance returns. Moreover, we recommend on the optimum mix in terms of number of keys by room type, room sizes,
facilities and amenities. If required, we can test a number of scenarios for the project including, but not limited to the
following concepts:
♦ Branded residences
♦ Sale & leaseback
♦ Fractional ownership
The market and financial feasibility study based on the co-developed concept between the client and Francesco Ascalone
provides an independent and bankable document for the purpose of raising finance. This report comes with a return analysis
per component including payback period and ROI. In addition, we run break-even and sensitivity analyses on key variables
such as developmentcost,occupancyand averagedailyrates(ADR).
With the main focus being on primary research, Francesco Ascalone undertakes in-depth interviews with key industry
experts to gain market intelligence relevant to the project. Interviews are commissioned with the likes of hotel general
managers, airport representatives, developers ofcompetingproperties,costconsultants, municipal plannersandtourism
authorities.
Operator selection
Virtually all hotel management and franchise agreements are drafted by operators. Contracts are rarely transparent and as such do
not tend to benefit the project owner or investor. At Francesco Ascalone, our professionals will assist in mitigating any potential
pitfalls whilst aiming for fair reciprocity, resulting in a higher capital value for your property.
VALUATIONS
Francesco Ascalone provides professional RICS Red Book compliant valuations for all purposes and for all types of hospitality
assets. Understanding a hotel’s existing and potential performance, plus asset value is crucial for developers, owners and investors
alike to allow informed decision making throughout the lifecycle of any hospitality asset.
Operatorselectionprocess
Short listing Preferred operator / brand Signed agreement
♦ Determine preferred model
(franchise vs. management
vs. lease)
♦ Set selection criteria
(classification, positioning,
brand, etc.)
♦ Prepareteaserdocument
♦ Evaluate expressions
ofinterest
♦ Generateshortlist
♦ Share information
memorandum
♦ Evaluateheadsofterms
♦ NegotiateMoU2
♦ Sign MoU2
with
preferred bidder
♦ Review HMA3
♦ Negotiate terms
♦ SignHMA3
3 - Hotel Management Agreement
2 - Memorandum of Understanding
Sheraton Nicolaus
4. ASSET MANAGEMENT
The main objective for the hotel asset manager is to aid hotel owners to realize the full potential of their investments through a
continuous process of value creation and enhancement. This is achieved through optimizing the hotel’s operational, financial and
capital efficiencies to maximize profits and investment returns, benefiting both owner and operator.
Francesco Ascalone’s asset management services are modular and can be commissioned separately. Multiple services
may run concurrently if Francesco Ascaone acts as Asset Manager on an ongoing long term basis.
Services offered:
♦ Operational and financial review
♦ Strategic planning and development ofannual business plans
♦ Loan performance monitoring and compliance
♦ Capitalprogramplanningandanalysis
♦ Sales / disposition and hotel refinancing (ad hoc services)
♦ Duediligence(acquisitions)/operatorselection(adhocservices)
Third-party managed hotels are at risk of underperformance - the expertise of an asset manager is brought in to maximize the
potential for the owner.
CLIENTS SAMPLES
Potential dilemmas without hotel asset management:
♦ Operators focus their best resources for their own hotels or those that offer better terms
♦ Reduced transparencyinmonitoring revenue, cost, and operations management
♦ PoormaintenanceandFF&Espendresultinginhigherrenovationcosts
♦ Enhanced brand value at the expense of owner ROI
♦ Management does not provide key information
♦ Hotel is used as a “training hotel” for operator
♦ Hiddencharges(inoperationscosts)
♦ Overspending on refurbishments
1 Four Points by Sheraton Roma West, Rome, Italy
Conversion of a project for a Mall into a hotel property
in a suburban area of Rome, with subsequent
operational and asset development . 240 guestrooms
and suites, 12 events areas, SPA and Fitness, 3
Restaurants and Bars
2 Hilton Garden Inn, Bari, Italy,
Pre-opening and development of a
contemporary design hotel with
conference facilities and wellness
area with outdoor swimming pool
Owner
Hotel asset
manager catalyst
Monitor owner investment:
♦ ROI
♦ Capex requirements
♦ Investment objectives
♦ Holding / exitstrategy
Monitor hotel operator:
♦ Operating costs
♦ Competitor analysis (benchmark)
♦ Freecashflows
♦ Brand value
♦ Mysteryshopping
Operator
1
1
2
5. .
One Bahrain
.
3 Boscolo Luxury Hotel, Bari, Italy
Re-launch and review of assets for a leading hotel in Bari
with luxury facilities. Introduction of custom SOP’s, a
more dynamic e-distribution revenue policy, achieving the
leadership in the area, with the highest ADR
64
3 5
5 Marinagri Luxury Resort & Marina, Policoro, Italy
Overall review of assets and operations for a Luxury
resort with 95 guestrooms and suites, 400 villas with
private berthing in each backyard, a Marina, shopping
area, 4 restaurants, 3 bars and a private sandy beach
4 The Luxury Collection Patria Palace, Lecce, Italy
Pre-opening and development of a luxury Starwood
Hotels branded property in Lecce, the #4 most visited Art
City in Italy. Refurbishment, launch on the international
markets, issue of depts. training programs and focused
development of both MICE and Corporate segments
3 The Charming Hotels Castello Chiola, Pescara, Italy
Pre-opening and both business and operations
development of a 7th
century castle located in one of the
most beautiful natural regions. Banqueting and MICE
facilities, top class rooms and suites (45 to 120 sqm. large)
and excellent F/B outlets
6. A VERSATILE TEAM
OPERATING GLOBALLY
At Francesco Ascalone we create a tailor-made team for each project; our specialists are the most advanced and
innovative in their field, and they are selected according to the specific style and need of each client.
Based in Italy and being a team of experts, we don’t need to have a unique Headquarter but only a list of superb
international partners ready to work in strict synergy, on a quick start and in task-force while required by the
circumstances.
Being a partnership allows us to put our clients first, we focus on giving them the best advice and putting long term
relationships before short term wins. Trust and integrity are everything.
The combination of our people, research and technology has helped us grow our and that’s why clients come back to
us for their personal and professional property requirements.
Marinagri Luxury Resort
UNA Hotel Regina – UNA Hotels & Resorts
Marinagri Luxury Resort
7. OUR CONTACTS
HOSPITALITY & LEISURE
DEVELOPMENT CONSULTANCY & RESEARCH
Francesco Ascalone
Head of projects
+39 347 342 0960
f.ascalone@gmail.com
francesco.ascalone
VAT Reg. No. 04667600755 IT
All photos are originally obtained from clients achives
