Uncovering Success in Tertiary Markets

Uncovering hidden gems throughout the Southeastern U.S. and developing hotels in destinations where guests want to be.

Opportunity

The Southeastern U.S. is well known for cities that boast deep histories, interesting locations and desirable destinations. However, many of these undervalued tertiary markets lack boutique upper upscale hotel options to attract discerning guests.

Strategy

Identify undervalued markets that can support growth and strong ADR using a combination of economic statistics and market research. Once identified, develop and curate boutique luxury experiences tailored to the local area and designed with an adequate rooms to event space ratio.

Markets:

Mountain Brook, AL
Asheville, NC
New Bern, NC
Greenville, SC
St. Augustine, FL
Charleston, SC
Cashiers, NC
Savannah, GA

Results

Multiple thriving and successful new hotels across various tertiary markets throughout the Southeastern U.S. offering discerning guests an upscale boutique luxury experience.

High Demand for Leisure Business

Tertiary markets with a strong leisure driver such as cultural or architectural attractions are less dependent on group and corporate business and generate the majority of demand from the drive to market.

Boutique Business Transient Strategy

Creating strategic relationships with the right businesses in town to introduce qualified guests from local law firms, medical, aeronautical and consulting industries or VIP guests of local accounts.

Less Competition

Tertiary markets provide less competition than primary markets in hotels and across other alternate lodging options such as Airbnb.