Case studies

Standardised Decision-Making Processes And Strategic Control Of Management Tasks

One of the focal points of the GCH Hotel Group management strategy is to take over hotels which are in challenging business situations and to put them back on the road to success.

Hotels benefit from pooled management expertise under one roof, such as Commercial, Marketing & Digital, Sales, Revenue & Distribution, Central Reservation Office, Accounting & Controlling, Procurement, Food & Beverage, IT, Human Resources and Maintenance.

Experience, Synergies And High Standards

New hotels that decide to become a partner of GCH Hotel Group undergo a standardised process that is optimised by regular quality checks. The experienced GCH Hotel Group management team provides

the hotels with their whole range of services: from location analyses, target group definitions, rebrandings, new websites, and procurement to HR consulting, IT support and F&B concepts.


Stage 1: Analysis

In the course of a management task, the long-term potential and the possibilities of the synergy effects is analysed with the existing portfolio. During this stage, the management team carefully checks the financial, economic and legal situation. Measures can be implemented quickly and seamlessly thanks to regional structures.

Stage 2: Repositioning

The GCH Hotel Group specialises in modernisation techniques and optimal rebranding. In stage 2, the respositioning and rebranding processes are carried out, during which the GCH management team prepares an individual, tailor-made business plan for each hotel. This is followed by determining the most ideal market position, the choice of brand and the star category, taking into account the background and localisation analyses. The turnaround process includes the consolidation and stabilisatiion phases which, on the one hand, support the repositioning process and, on the other hand, are the phases during which budget plans including measures to reduce non-recoverable funds in the future are created.

Stage 3: Renewal

During the renewal stage, the hotel is integrated into the consortium's network, adopting its progressive in-house Marketing, Digital and IT measures. The measures are tailored to the individual needs of each hotel: Professional websites, target-group optimised texts, a fresh design, images, online marketing, SEO and corporate image. Each hotel is provided with sales measures, advice and support from Human Resources, legal advice and new Food & Beverage concepts. This unique takeover method and integration into the marketin mix are crucial components that enable the hotel to catch up with the market average, generate revenue and become profitable again.

Stage 4: Synergy

The turnaround process is achieved with the help of synergy effects within the company, integration into the marketing mix and the management team’s expertise and market knowledge. 

Stage 5: Operations

Following the repositioning process, the hotel is integrated into the operational process. The GCH Hotel Group provides the hotels with weekly 3-month forecasts in order to analyse and work on the current and future situation. Regular end-of-month meetings and budget phases ensure that the long-term development is in line with the set goals.

Case Studies