Business Plan

1. Executive Summary

Mission Statement: Our hotel provides a comfortable and convenient lodging experience for travelers visiting the Lumberton, NC area, a certified retirement community, where outdoor activities like fishing, golfing, kayaking and canoeing are plentiful (LumbertonNC, 2023). This hotel will strive to provide exceptional customer service, comfortable accommodations, and convenient amenities to meet the needs of our guests, who may be visiting Lumberton for the first time to see if it is a place they would like to settle down in.

Objectives:

To establish a profitable and sustainable hotel business in the Lumberton, NC area.

To provide clean, comfortable, and well-maintained accommodations that meet the needs and expectations of our guests.

To maintain high levels of customer satisfaction by providing exceptional customer service and personalized attention to each guest.

To create a positive and welcoming atmosphere that encourages repeat business and referrals.

To contribute to the local economy by providing jobs and supporting local businesses.

To maintain a competitive edge by staying up-to-date with industry trends and implementing innovative strategies for growth.

This mission statement and objectives section provides a brief overview of your hotel's purpose, values, and goals. It highlights the needs that the hotel is solving and the objectives we aim to achieve.

2. Company Analysis

Unique Selling Points (USPs)

Our hotel offers several unique features and amenities that set us apart from other lodging options in the Lumberton, NC area. Some of our key USPs include:

1. Scenic Location: Our hotel is situated in a picturesque area near the Lumber River, providing a peaceful and serene atmosphere for our guests.

2. Spacious Rooms: Our guest rooms are designed to be spacious and comfortable, with modern amenities and plenty of room to relax and unwind.

3. Outdoor Activities: Our hotel is located in a certified retirement community, and we offer a range of outdoor activities like fishing, canoeing, and boating to cater to the needs and interests of our guests.

4. Exceptional Customer Service: Our staff is dedicated to providing exceptional customer service to each and every guest, ensuring a memorable and enjoyable stay.

Concept Details

Our hotel concept is centered around providing a comfortable and convenient lodging experience for travelers visiting the Lumberton, NC area. We offer a range of amenities and features to cater to the needs of both leisure and business travelers. Our guest rooms are designed to be spacious and comfortable, with modern amenities like free Wi-Fi, flat-screen TVs, and premium bedding. In addition, we offer a complimentary breakfast, fitness center, and outdoor pool for our guests' convenience. Our hotel's location near the Lumber River also provides ample opportunities for outdoor activities and recreation. We strive to provide exceptional customer service and personalized attention to each guest, ensuring a memorable and enjoyable stay.

3. Industry Analysis

The hotel industry in the United States has seen steady growth in recent years, driven by increasing consumer demand for travel and lodging accommodations. According to the American Hotel and Lodging Association (AH&LA), the U.S. hotel industry generated approximately $200 billion in revenue in 2019, with an average occupancy rate of 66.2%. However, the COVID-19 pandemic has had a significant impact on the industry, resulting in decreased occupancy rates and revenue in 2020 and 2021 (Statista, 2022).

Despite the challenges presented by the pandemic, the hotel industry is expected to recover in the coming years as travel restrictions are lifted and consumer confidence returns. As PwC (2022) points out, RevPAR even reached record highs by the end of 2022. According to industry research, U.S. hotel occupancy rates are projected to reach pre-pandemic levels by 2023, with average daily rates (ADR) and revenue per available room (RevPAR) also expected to increase.

In addition, the retirement and leisure travel markets are expected to see significant growth in the coming years. According to the AARP, nearly 100 million Americans aged 50 and older took at least one leisure trip in 2019, with an average spending of $6,600 per person per year. The Lumberton, NC area's certification as a retirement community and the abundance of outdoor recreational activities make it an attractive destination for this market segment.

The market for hotels in the Lumberton, NC area is moderately competitive, with several lodging options available to travelers. However, our hotel's unique features and amenities, including our scenic location, spacious rooms, and outdoor activities, will help us stand out from competitors and attract guests to our property. We believe that our hotel's focus on exceptional customer service and personalized attention will also contribute to our success in this market.

4. Customer Analysis

Our hotel's target market includes both leisure and business travelers visiting the Lumberton, NC area. We will primarily focus on attracting guests who are interested in outdoor recreational activities, as well as retirees and older travelers who are drawn to the area's certification as a retirement community.

Geographic Segmentation

The hotel will primarily target guests traveling to the Lumberton, NC area from nearby states like Virginia, South Carolina, and Georgia, as well as other parts of North Carolina. We will also attract guests from furter away who are interested in exploring the Lumber River and the surrounding natural beauty.

Demographic and Socioeconomic Segmentation

Our hotel's target demographic includes both men and women aged 50 and older, as well as younger travelers who are interested in outdoor recreation. Our guests will likely be middle to upper-middle class, with a household income of $50,000 or more.

Psychographic and Behavioral Segmentation

The hotel's guests will be drawn to our property's scenic location and proximity to outdoor recreational activities like fishing, canoeing, and boating. They will also be interested in our spacious rooms, exceptional customer service, and personalized attention. Our guests may also be interested in nearby attractions like the Lumber River State Park, the North Carolina Museum of Natural Sciences, and the Southeastern Regional Medical Center.

Types of Guests

The types of guests who will likely stay at our hotel include:

1. Retirees, Older Travelers, and Empty Nesters: These guests are drawn to the Lumberton, NC area's certification as a retirement community and the abundance of outdoor recreational activities. They will be looking for a comfortable and convenient lodging option that provides easy access to these activities. This group values leisure travel and is likely to stay for an extended period of time. They prefer serene, quiet and spacious accommodations and are willing to pay for a higher-end lodging experience.

2. Outdoor Enthusiasts: These guests are primarily interested in exploring the natural beauty of the Lumber River

3. Business Travelers: This group values leisure travel and outdoor recreational activitiesrest and relaxation away from the office or the hustle and bustle of the job siteand is likely to stay for a few days or a week. They prefer comfortable and spacious accommodations and are willing to pay for a higher-end lodging experience since the company is paying.

Features Meeting Customer Needs

Our hotel's location near the Lumber River and abundance of outdoor recreational activities make it an attractive destination for leisure travelers. Our spacious rooms, comfortable bedding, and premium amenities like free Wi-Fi and flat-screen TVs cater to the needs of both leisure and business travelers. In addition, our complimentary breakfast, fitness center, and outdoor pool provide added value to our guests' lodging experience.

For retirees and empty nesters, our hotel's focus on relaxation, personalized attention, and exceptional customer service will be particularly appealing. We also offer a variety of outdoor recreational activities that cater to their interests.

For outdoor enthusiasts, our hotel's location near the Lumber River will provide guests with easy access to a range of outdoor activities, including fishing, canoeing, and boating. We will offer equipment rental services, guided tours, and packages tailored to outdoor enthusiasts. The hotel will also feature an outdoor pool and sun deck, providing guests with a relaxing space to unwind and soak up the sun after a day of outdoor activities. A fitness center will also feature state-of-the-art equipment and facilities, catering to guests who prioritize their physical health and well-being. Finally, there will be a range of outdoor gathering spaces, including a picnic area and barbecue grill, providing guests with the opportunity to enjoy the outdoors while socializing with friends and family.

For business travelers, our hotel's convenient location and modern amenities like free Wi-Fi and a fitness center will be a key selling point, but so too will be all of the amenities mentioned above. We also offer a range of meeting spaces and business services to cater to their needs.

Overall, our hotel's unique features and amenities are designed to cater to the needs and wants of our target market, providing a high-quality lodging experience that exceeds their expectations.

5. Competitive Analysis

Local Competition

The Lumberton, NC area currently has several hotels and lodging options that cater to both leisure and business travelers. The main competitors in the area include Holiday Inn, Quality Inn, Best Western, Country Inn & Suites, and other chain hotels.

The Holiday Inn Express is a mid-priced hotel located in the heart of Lumberton. The hotel features basic amenities like free Wi-Fi and breakfast, and caters primarily to business travelers. The hotel's strengths include its central location and brand recognition, but it has limited outdoor recreational offerings and lacks personalized attention.

The Quality Inn is a budget-friendly hotel located on the outskirts of Lumberton. The hotel features basic amenities like free Wi-Fi and breakfast, and caters primarily to leisure travelers. The hotel's strengths include its affordable price point and proximity to local attractions, but it lacks high-end amenities and personalized attention.

None of these options, however, caters specifically to the clientele we will be targeting nor offers anything close to the kind of amenities will have to offer. A quick SWOT analysis of the top two hotels in the area confirms as much:

SWOT Analysis

Holiday Inn Express: Strengths - Central location,...

Funding

We plan to raise $5 million in equity financing through private investors and contribute $3 million in debt financing. We anticipate that this will cover our start-up costs and provide us with sufficient operating capital for the first year of operation. We will also explore options for additional funding if needed to expand our operations or pursue other opportunities.

10. Key Milestones

Key milestones are important because they provide a clear roadmap for achieving our goals and tracking progress toward success. Each of the milestones listed in this business plan represents a critical step in the development and launch of our hotel, and achieving these milestones in a timely and effective manner will be essential for realizing our vision.

Location selection is crucial because it will determine the success of our hotel in terms of accessibility, visibility, and competition. Permits and licenses ensure that we have the legal and regulatory approval necessary to operate our hotel, and failure to secure these could result in significant setbacks or even the inability to open at all. Build-out and construction of the hotel will be a major investment of time and money, and successful completion of this stage will be key to ensuring that we have a fully functional and attractive property.

Staffing and training are critical milestones because they will determine the quality of service that our guests receive, which will be a key factor in generating repeat business and positive reviews. Opening is a major milestone because it represents the culmination of all our efforts up to that point, and is the moment when we can begin generating revenue and building a reputation in the market.

GOP break-even, NOI break-even, and 10% EBITDA are financial milestones that represent key performance indicators of our business. Achieving these milestones will demonstrate that our hotel is profitable, sustainable, and capable of generating returns for our investors. These milestones will be important to track as we move forward and make adjustments to our business strategy in order to maximize our financial performance.

1. Location selection: This milestone involves identifying the ideal location for the hotel, taking into consideration factors such as accessibility, competition, and market demand. Once the location has been identified and secured, we can move on to the next milestone.

2. Permits and Licenses: This milestone involves obtaining all the necessary permits and licenses required to operate a hotel, including building permits, health permits, liquor licenses, and fire safety certificates. This process can take several months and requires close coordination with local authorities.

3. Build out/Construction of the Hotel: This milestone involves designing and constructing the hotel, including site preparation, building construction, and interior design. The construction process can take up to a year or more, depending on the size and complexity of the project.

4. Staffing and Training: This milestone involves hiring and training the hotel staff, including managers, front desk agents, housekeeping staff, and food and beverage staff. Training should include customer service, safety protocols, and operational procedures.

5. Opening: This milestone involves launching the hotel and welcoming the first guests. This is a critical milestone as it sets the tone for the hotel's reputation and customer satisfaction.

6. GOP Break-even: This milestone involves reaching Gross Operating Profit break-even, which means that the hotel is generating enough revenue to cover all its operating expenses, including payroll, utilities, and maintenance costs.

7. NOI Break-even: This milestone involves reaching Net Operating Income break-even, which means that the hotel is generating enough revenue to cover all its operating expenses and debt service.

8. 10% EBITDA: This milestone involves achieving an Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA) margin of 10% or more, which indicates that the hotel is generating strong profitability and cash flow.

Conclusion

In conclusion, this business plan outlines the establishment of a new hotel in Lumberton, North Carolina. The proposed hotel will be a full-service hotel with modern amenities and services, targeted towards older travelers, retirees, empty nesters, outdoor enthusiasts and business travelers visiting the area. The hotel's strategic location, coupled with its unique selling points and competitive advantages, will make it an attractive option for guests seeking accommodation in the area. The marketing plan will include a comprehensive approach that leverages online and offline channels to reach the target market. The distribution plan will utilize a combination of third-party channels and technology to optimize occupancy rates and revenue management. The operations plan outlines a detailed staffing and training plan, along with service standards and inventory management. The financial plan projects the hotel's expected occupancy rates, ADR, and RevPAR, providing a clear picture of revenue projections and profitability. Key milestones have been identified, highlighting the critical steps needed to achieve success and meet investor expectations. Overall, the proposed hotel has a strong business case, supported by a well-thought-out plan, experienced management team, and a thorough analysis of market trends, competition, and target customers. With…