![Andrew Glincher](/images/profiles/glincherA.jpg?w=70)
The economy is improving, hotel rooms are filling up again, and the marketplace is more competitive than ever. New projects are being planned, investors are looking for opportunities, and hotel owners need to take a hard look at their operations to make sure they are positioned to capture as much market share as possible. Is it time to add onto the property, constructing new guest rooms, or a conference center, or recreational facilities, or a spa? Are there relatively minor expenditures, short of new construction, that can add significant value? As with other aspects of hotel development and management, knowledge of the marketplace, knowledge of your clientele and insight into your own positioning are crucial. For example, upscale isn't always the way to go. What if there is a new convention center? In a large city, with an abundance of luxury hotels within a short distance, perhaps a three-star hotel, offering convenience, accessibility and relatively low cost for business travelers and convention-goers, would be far better. You need to identify your customer and the demands of your location. READ MORE