Strategic Corporate Structuring & Brand Development – Abu Dhabi, UAE
Description of Project: Horwath HTL was appointed to comment on and assist with the proposed restructuring of the hotel development and hotel holding divisions of a major sovereign wealth fund and to advise of the consolidation of their assets.
Scope of Work: The Client was planning to transfer a number of existing hospitality assets and projects into a hotel subsidiary. The Client had already retained the services of another company to advise them on the corporate finance aspects but later on approached Horwath HTL in order to assist with the hotel specific aspects of this restructuring. Our focus was on working closely with the client to help them identify the optimum corporate holding structure and provide recommendations with regards to an appropriate management structure and key executives for the future company.
Project Status: The client completed its restructuring, creating a new hotel operating division in the process and clearly delineating the investment, development and operating functions.
Scope of Work: Horwath HTL worked with a brand agency to create a solid strategic foundation for the hospitality division of client’s holding and define a clear brand product architecture with the focus on its position within the market and its relation to its different products.
Description of Project: The holding was established as markets in the Middle East region recovered from the financial crisis, with the intent to support the local tourism strategy and subsequent international expansion.
Horwath HTL’s scope of work included extensive market research with a focus on the upper upscale and luxury hotel markets on a global and regional level. We provided recommendations for the commercial positioning of the client’s brand family in the competitive landscape, to ensure coherent and sequential branding that encourages brand loyalty by reflecting customers differing priorities as they progress through various life stages.
Project Status: Our findings and recommendations were presented in a series of workshops with the client and the client is currently implementing the brand strategy.