Who will own hotels that the traveling public stays in moving forward?
I think about this question a lot. Things have certainly changed in the 20 years I have been involved in the industry, and I suspect they will change even more over the next few years.
From what I learned in hotel school, the rules of the trade started with innkeepers laws in the United Kingdom over 500 years ago. I personally started my romantic desire to own, operate, broker and consult on hotels when I saw the musical Les Miserables in my early teen years. There is a song called, “Master of the House”, that details the daily happenings at the Inn and how the Innkeeper manages all the daily chaos. That Innkeeper had revenue management perfected! The song shares his revenue secrets, here is an excerpt:
Charge ‘em for the lice, extra for the mice
Two percent for looking in the mirror twice
Here a little slice, there a little cut
Three percent for sleeping with the window shut
When it comes to fixing prices
There are a lot of tricks he knows
How it all increases, all them bits and pieces
Jesus! It’s amazing how it grows!
So I am digressing a little bit with my fond memories, but it does lead me to my main thought. I wonder if the day and age of the private hotel owner that is actively engaged in the operation of the hotel is slowing exiting stage right. This has been a function of bigger pockets of money (this would be REITs, Private Funds and Institutional Investors) becoming more comfortable with owning hotels.
The thought for the last decade has been that Hotels are Good Real Estate. The reality is and has always been that Hotels are an Operating Business. I thought that the institutional investors figured that out when our industry took a nose-dive at the end of 2008. We have now seen the largest volume of hotel assets in default with their lenders and in special servicing than ever before. Will this deter big money from our industry or serve as a light of opportunity to find undervalued distressed hotels? Only time will tell.
If we look at 2010, private owners were the biggest net sellers, unloading $1.9B of hotel assets, while public companies and REITs were the biggest buyers, with acquisitions of over $2B. Lenders were the next largest buyers of hotel assets with $1.8B in acquisitions (this is really net change to holdings). You could say that Lenders are the ‘involuntary owners’ today and it will be curious where these assets end up.
One might say that the private owner will always have a place because larger investors do not pursue smaller hotel ownership or investment in markets outside the top 25 MSAs. So does that mean that the chance to run into a hotel owner at an actual hotel will only occur at your highway exit hotel or in places like Flint, Cleveland, Des Moines and Greenville? (I have no idea why I listed those places, consider it a random selection of where institutional hotel players don’t want to invest)
So these are my rambling thoughts tonight and I would be interested to see people post comments on who they think will be the most active hotel owners in the future.
Sanjeev Misra