Align
About
Choosing a hotel operator is one of the most important commercial decisions in any hotel development.
The operator you appoint influences your hotel’s positioning, guest experience, operating model, development cost and long-term profitability. It also establishes a relationship that may last twenty years or more.
Align helps hotel owners identify the right operator, evaluate competing proposals and negotiate commercially balanced Hotel Management Agreements that protect their investment.
Our advice is independent, owner-focused and grounded in more than two decades of delivering hotel developments across international markets.
What We Do
Align provides independent advice throughout operator selection and contract negotiation, ensuring every decision supports your investment strategy rather than simply satisfying operator requirements.
Operator Strategy
Every project begins with understanding the owner’s investment objectives.
We review the project’s positioning, target market, competitive environment and commercial goals before defining the most appropriate operator profile.
This creates a clear strategy for engaging the market.
Operator Search & Evaluation
We manage the hotel brand selection and operator search process, identifying operators whose brands, operating models and commercial objectives align with the project.
The process includes:
- Preparing an operator brief
- Identifying suitable international, regional and domestic operators
- Coordinating operator engagement
- Managing information exchange
- Reviewing operator proposals
- Preparing structured comparisons
- Developing a recommended shortlist
Each proposal is evaluated across commercial, operational and technical criteria rather than brand recognition alone.
Commercial & Technical Review
Operator proposals contain far more than management fees.
We assess how each operator’s requirements influence:
- Area programme
- Guest facilities
- Back-of-house planning
- Technical standards
- Operational efficiency
- Development cost
- Future flexibility
These decisions become embedded in the business plan and can influence owner returns for decades. Align enables owners to understand the full commercial implications before selecting an operator.
Hotel Management Agreement Advisory
Once an operator has been selected, we lead the commercial negotiation process on behalf of the owner.
Working alongside your legal advisers, we review and negotiate:
- Commercial Term Sheets
- Hotel Management Agreements
- Technical Services Agreements
- Product Improvement Plans
- Owners’ Charter of Rights
- Management fees
- Incentive fees
- Performance tests
- Owner protections
- Operator obligations
- Term and termination provisions
- Centralised services
- Pre-opening obligations
Our objective is to create an agreement that supports both successful operations and long-term owner returns.
What We Evaluate
Every operator is assessed against a consistent framework.
Market Alignment
Does the operator strengthen the project’s positioning within its target market?
Commercial Performance
Do the proposed commercial terms support the owner’s financial objectives?
Brand Standards
How do operator standards influence guest experience and competitive positioning?
Development Impact
How will operator requirements affect design, built-up area and construction cost?
Operational Model
Will the hotel operate efficiently throughout its lifecycle?
Long-term Value
Does the partnership maximise the long-term performance of the asset?
Who This Service Is For
Align is designed for:
- Hotel owners appointing an operator for a new development
- Mixed-use developments incorporating hospitality
- Existing hotels considering a brand conversion
- Investors evaluating multiple hotel brands
- Developers seeking independent operator advice
- Owners negotiating Hotel Management Agreements