Developing a winning hospitality property concept

Developing a winning hospitality property

How to develop a winning concept & b i t lif& bring to life

September 2011

Louk Lennaerts

President & Chief Visionary Officer

C ti diff t h it lit & Creating many different hospitality & real estate projects in Europe as well as in Vietnam

Creator & Father of Life Resorts, developer & shareholder of Victoria Hoi AnVictoria Hoi An

Passionate worker. With his partner, Marco van Aggele, at Serenity Marco van Aggele, at Serenity Holding, creates new surprising combination of services attracting investor

• Serenity Holding is an A-Z supplier of services having focus on the creation

f t i d l t t j tof tourism and real estate projects

Your answers forDeveloping winning conceptin tight market

Closing the gap betweenClosing the gap betweenConcept & development

Optimizing marketing andsales cost & maximize ROI

Developing winning concept in tight market

C tFinancial consequences

Concept - Fundamental part to ensure success

Financial consequences

Architectural designg

Interior design

Landscaping

Operation

SalesSales

Time & Creativityy

Winning conceptDeveloping winning concept in tight market

Different & suite to its environment

Winning concept

Focus on the needs of end-user from the beginning & continuous from the beginning & continuous updating

Invest & deal with cash flow

Consistent in all aspects

Practical Different & InnovationPractical, Different & Innovation** Should implement in early stage of

new development

Developing winning concept in tight market

Any current real concept or

innovative ideas ???

Closing the gap between Concept & Development

“S “Soup

of

many

cooks”

Closing the gap between Concept & Development

Closing the gap between Concept & Development

Owner’s demand:

Cultural connection100 keys at 5 star standard4 ha more deep than wide4 ha more deep than wide(could not give sea view for all units)

Avoid copy by other projects

Closing the gap between Concept & Development

Our steps:

Optimizing cash flow

M f f t t & l f More for future guests & less of architectural creativity & create some things made all visitors surprised

The Hue forbidden architecture, providing privacy (courtyards & own pools)

Different in management style:Fusionist program & new spa program

Closing the gap between Concept & Development

Fusion Maia for those who love to enjoy all spa treatments

Fusion Maia Phu Quoc Fusion Maia Ham Tan

Fusion Alya for those who love to enjoy culinary experiences

Closing the gap between Concept & Development

Fusion Alya for those who love to enjoy culinary experiences

Fusion Alya Lagi Fusion Alya Hoi An

Fusion Alya Phu Quoc Fusion Alya Dalat

Closing the gap between Concept & Development

Closing the gap between Concept & Development

Me to Be/ M2 Optimizing

Closing the gap between Concept & Development

Traveler needs:Good accommodation Our steps:Good accommodation in the city at fair price (~USD 50)

International standard

Our steps:Income per m2 floor

Small room 14m2International standard

Surprising appeal

Small room ~ 14m2

F & B attractions

Developer’s headache:Mix accommodation

Developer s headache:Land cost (USD 10,000 – 20,000/m2)

• Only need land of 300-600m2 in very good city location. 5 current

Profit??? y

locations for 2Boutique in Saigon & Hanoi

Closing the gap between Concept & Development

M2Boutique Phu Quoc M2Boutique Dong Khoi M2Boutique Danang

Optimize Marketing & Sales cost, and maxize ROI

How to optimize marketing & How to optimize marketing &

sales cost, and maximize ROI ???sales cost, and maximize ROI ???

Optimize Marketing & Sales cost, and maxize ROI Create demand

Optimize Marketing & Sales cost, and maxize ROI Create story

Optimize Marketing & Sales cost, and maxize ROI

Thank you for your attention!

Serenity Holding’s aim is to be not just

different in Vietnam but become adifferent in Vietnam but become a

trend setter for Asia & the wholehospitality industry with integrated conceptshospitality industry with integrated conceptsthat go behind the traditional projects

Should you have any inquiriesShould you have any inquiries,please contact us [email protected]