Background partnership, Accor has managed to clinch the

Background

JLL Singapore (JLL) has been the
top-ranked consultant firm for six years running, in Asia Pacific (Appendix A).
JLL prides itself on assisting potential investors in achieving optimum results
for any form of investments. Investors would not be confined to only local
investment projects as the firm has 15 other offices in the region (Appendix B).

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The firm’s practice areas include, but not
limited to asset management, investment sales, operator selection, project
& development services, strategic advisory, and valuations. With a vast
foothold in the industry, JLL can guide clients to make reliable business
decisions throughout their entire journey.

Key
Projects

The most recent key project handled by the
firm was the partnership between AccorHotels (Accor) and GuocoLand, an upscale
property organization in Asia. In this partnership, Accor has managed to clinch
the operator deal for two Sofitel brands in Singapore and Malaysia. Additionally,
within the same region, the firm has taken the role of the sole advisor for
Accor’s acquisition of Australia’s Mantra Hotel Group which amounted to a pay-out
of A$1.18 billion. This acquisition was the largest global hospitality
transaction in 2017 (Reuters, 2017).

Services
Offered

Market Exploration

Clients would be assisted in the
completion of feasibility studies, acquiring processes and even the design,
development and, renovation processes. JLL takes pride in its research
publications of each industry, in aims of providing only the most reliable
market trends and insights for their clients. These publications include the
city’s market outlook for the year and any notable upcoming trends. This
information would be especially helpful for new owners who are looking to place
their investments in the hospitality industry. The firm would be able to advise
clients on which city would be most suitable for steady revenue growth, by
tapping on the research publications. 

Thereafter, the firm would be able to
advise investors on choosing the ideal hotel operator to partner with, based on
the goals and objectives outlined by the clients.

Selection of Hotel Operators

As there is a reduced number of parent
operator groups in the market due to mergers & acquisitions, clients would
need to be more cautious in their selections as it now involves increased
costs, additional bureaucracy and brand repositioning. Having JLL would help
investors to minimize any plausible contractual risks for investors and at the
same time, maximize operational performances and increasing the book value of
assets. Additionally, with 200 years of presence in the field, the relationship
built between JLL and different hotel operators would help in expediting the
process.

As stated by Patricia Miller, the Vice
President of Leo A. Daly, hotel owners are becoming increasingly creative in
terms of hotel façade and infrastructure to create a name for themselves.
However, brand operators bring along organizational brand standards and manuals
when they enter a partnership. As consultants, the firm would work closely with
the managers to ensure a balance of individualization and branding essence for
the hotel to stand out amongst competitors.

Conclusion

For clients’ who have little or no
hospitality background, having JLL as consultants would minimize any imbalance
of knowledge and experience with any involved external parties. JLL has the
experience and resources to assist in aligning most goals and objectives of
both the clients and their potential business partners. The firm would only
require trust and time from the investors for the well-versed consultants to
return with adequate solutions that could guarantee success for all parties
involved.

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