A Strategic Direction report aims to ensure that the operation is in tune and taking advantage or minimising the impact of any change in market conditions. An operation may have lost its position in the market because of changing market conditions, repositioning or rebranding of competitive supply or simply because the operation has failed to maintain its standards and service levels and or ‘move with the times’. 

A business review would assess all of the above, usually in close collaboration with the appointed Management Company or existing Management, in order to devise and agree an appropriate strategy to return hotel operations to optimal performance.  This may encompass some or all of the following factors:

• Refocusing attention or market repositioning,
  
  
• Rebranding the asset.
  
  
• Changing Management Company, or
  
  
• Injecting capital to enable a refurbishment or major renovation.