Choosing the right brand for your select service hotel can make or break your investment—whether you’re acquiring or developing.

The power of a well-matched brand is undeniable, but the pitfalls of a mismatch can sink you fast.

**The Power of the Right Brand Fit:**

Picking a brand that aligns with your market is like hitting the jackpot. Select service brands—think Hampton Inn or Courtyard by Marriott—each have a distinct vibe and target audience.

A Hampton Inn near a corporate park in Raleigh, for example, thrives by catering to business travelers with its free breakfast and reliable Wi-Fi, often hitting 80% occupancy year-round, per STR 2024 data.

Match the brand to the market’s demand drivers, and you’re golden: the brand’s loyalty program, operational support, and marketing muscle drive consistent bookings.

A well-placed Holiday Inn Express near a university can pull in parents and visiting lecturers like clockwork, boosting RevPAR by 15% over generic competitors. The right brand doesn’t just fill rooms—it maximizes your returns by speaking directly to your guests.

**The Pitfalls of a Brand Mismatch:**

Get the brand wrong, and you’re fighting an uphill battle. Imagine plopping a Moxy—Marriott’s trendy, millennial-focused brand with communal lounges and cocktail culture—next to a family-oriented water park. Disaster. Families want spacious rooms and kid-friendly amenities.

I’ve seen this firsthand - a developer in Orlando chose a sleek, urban brand for a property near tourist-heavy theme parks, only to see occupancy limp along at 50% while family-focused competitors thrived. STR data from 2024 shows mismatched properties often underperform their markets by 20-30% in RevPAR.

A bad brand fit confuses your target guests and leaves you scrambling to fill rooms. Don’t let a shiny franchise pitch blind you to the market reality.

**How to Get It Right:**

Do your homework. Analyze your market’s demographics, demand drivers, and competitive set. Is your location near a corporate hub, a tourist attraction, or a highway stopover?

A brand like Tru by Hilton might kill it near a college town with its youthful, budget-friendly vibe, but it’d flop in a market craving upscale consistency like a Hyatt House. Check the brand’s performance metrics in similar markets—Marriott and Hilton publish regional data for franchisees that can guide you.

And don’t forget to negotiate your franchise agreement terms; some brands offer better support for new builds versus conversions. I’ve seen investors skip this step, dazzled by a brand’s name, only to realize too late it’s the wrong fit for their guests.

**The Takeaway:**

The right select service brand can supercharge your property’s success, but a mismatch can leave you struggling. Know your market, align your brand, and don’t let logos cloud your judgment. Too many properties fail because they chased the wrong vibe—don’t let yours be next.

Kat (Pinto) Lash-Williams - Follow
Hospitality Investment Professional