MARKET REPORT Canada: Hotels & Chains Trends
APRIL 2018 CANADA: Hotels & Chains Trends Market Report - April 2018
Introduction Distribution of Establishments by Size In recent years, the North American hotel industry, has As a preamble into the Canadian hotel industry, we are been engulfed with news of mergers and acquisitions able to first breakdown the data by the number of guest by various hotel companies. The largest acquisition, rooms per establishment. Starwood Hotels & Resorts by Marriott International, created the world’s largest hotel company by far, Breakdown of hotels by room count comprising 29 brands, upwards of 6,500 hotels and over 2% 1.25 million hotel rooms globally at year-end 2017. 3% 2%
0-30 Another recent trend has been the multiplication of hotel 9% 31-50 brands being offered by the various hotel companies, with 51-100 each brand being designed to perfectly fit the needs of the 48% 101-150 ever-evolving hotel consumer. 20% 151-200 201-250 With this in mind, this special market report aims to 251+ provide a comprehensive snapshot of the branded 16% hotels industry operating within the Canadian hospitality landscape. Source: STR, compilation by Horwath HTL Delving into our internal database, combined with additional resources, Horwath HTL was able to provide Approximately two-thirds of the hotel inventory is made an overview of more than 10,000 Canadian hotels, and up of hotels consisting of less than 50 rooms, with almost the implications within the industry of the various hotels 50% of the hotel inventory consisting of hotels of less than companies and their brands. 30 rooms. The importance of this information is directly related to the fact that many of the global and Canadian In order to maintain an ease of understanding and hotel companies and hotel management firms actively structure, we have classified the following data according seek affiliation, franchise or management deals with hotels to the chain scales as defined by STR. of a certain size, typically requiring a certain critical mass.
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This critical mass can vary from a minimum of 50 to a As for average hotel sizes per the various chain scales, it minimum of 100 rooms or more, depending upon the is interesting to note that economy hotels come in at an brand and its positioning. This, in fact, limits the hotel average of 73 rooms, and that this increases to 100 rooms inventory available for potential franchising or branding for midscale/upper midscale hotels. Meanwhile, the given that over half of the Canadian hotels are less than upscale/upper upscale segment averages 207 rooms per 30 rooms in size. hotel while the luxury hotel segment averages 314 units, the latter heavily influenced by the larger sizes of Distribution of Establishments by Chain Scale the various Fairmont hotels. In total, branded hotels account for 26% of the total hotel inventory and 53% of the available room inventory in Canadian Hotel Brands Canada. Canada is also home to a number of national hotel companies, each with its own respective brand. These Distribution of Hotels Distribution of Rooms Canadian brands tend to have little to no representation within the United States. As illustrated below, of the estimated 2,700 branded hotels, Canadian brands account Branded for 14% of the total inventory, while the global brands Hotels 26% make up the remaining 86%. Branded Independent Rooms Rooms 53% 47% Independent Of the Canadian branded hotels, 9% operate within the Hotels 74% economy segment, 53% operate within the midscale/ upper midscale segments, 33% within the upscale/upper upscale segments and only 6% operating within the luxury market segment. Source: STR, compilation by Horwath HTL
Canadian Vs. Global Brands The remaining hotel and room inventory consists of independently managed hotels. These independent hotels Canada Brand Affiliated ; 14% account for approximately 47% of the available Canadian hotel room inventory and consist of much smaller hotels (average of 38 rooms per establishment).
Within the brands, and despite the global emphasis on Global Brand boutique and lifestyle branded hotels, upper midscale Affiliated; 86% brands represent the largest bulk of the branded hotel inventory (28%). Economy, upscale and upper upscale Source: STR, compilation by Horwath HTL brands register somewhat similar market shares within the Canadian hotel inventory. Prominent Canadian Hotel brands include: • Coast Hotels 16% Economy 27% • Le Germain 14% • Alt and Alt + Hotels Midscale 19% • The Sandman Group 28% Upper Midscale • Executive Hotels 32% 18% • Hôtels Gouverneur Upscale 14% • Canad Inn 18% Upper Upscale • Canada’s Best Value Inn 7% 7% • Prestige Hotels & Resorts Luxury 2% • Rodd Inn 0% 10% 20% 30% 40% • Inns North
TOTAL NUMBER OF ROOMS TOTAL NUMBER OF HOTELS • Monte Carlo Inn • Lakeview Hotels
Source: STR, compilation by Horwath HTL
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Top 10 Brands by Chain Scale Upscale Brands: The upscale brands are dominated by the Canadian based Luxury Brands: Sandman group and Coast Hotels, which combined Fairmont tops the list with the most number of luxury account for more than 10,000 rooms. Other global brands hotels across Canada with over 9,780 rooms nationwide, include Courtyard by Marriott, Hilton Garden Inn, and followed by InterContinental Hotels (1,149 rooms) and Four Points by Sheraton. Four Seasons (922 rooms).
Luxury Brands Hotels Rooms Upscale Brands Hotels Rooms Fairmont 19 9,784 Sandman Hotels 45 7,139 Intercontinental 3 1,149 Courtyard by Marriott 29 4,953 Four Seasons 3 922 Hilton Garden Inn 22 3,623 Prestige H&R 8 853 Coast Hotels 25 3,276 JW Marriott 2 550 Residence Inn by Marriott 22 3,193 Ritz-Carlton 2 392 DoubleTree 13 2,965 Shangri-La 2 321 Radisson 15 2,887 St-Regis 1 265 Homewood Suites by Hilton 20 2,043 Sofitel 1 258 Crowne Plaza 7 1,733 Andaz 1 200 Novotel 7 1,624
Source: STR, Compilation Horwath HTL Source: STR, Compilation Horwath HTL
Upper Upscale Brands: Upper Midscale Brands: It comes as no surprise Delta Hotels & Resorts is the leader Combined, the Holiday Inn and Holiday Inn Express within the upper upscale segment. Prior to its acquisition brands lead the upper midscale segment. In terms of with Marriott International, Delta Hotels was already a individual brands, it’s the Comfort Inn & Suites and Best highly successful Canadian brand, with a vast portfolio Western Plus brands that dominate, followed by Ramada, across the nation. In terms of number of rooms, Delta is Hampton Inn & Suites and Fairfield Inn & Suites. followed by Sheraton, Marriott, Westin and Hilton within this segment.
Upper Upscale Brands Hotels Rooms Upper Midscale Brands Hotels Rooms Delta Hotels 38 9,907 Comfort Inn & Suites 151 12,521 Sheraton Hotels 18 7,965 Best Western Plus 121 11,858 Marriott Hotels 17 6,035 Holiday Inn Express 97 10,173 Westin 15 5,662 Holiday Inn 56 9,969 Hilton 13 5,214 Ramada Hotels 81 7,772 Hyatt Regency 4 1,988 Hampton Inn & Suites 55 6,125 Autograph Collection 5 1,109 Fairfield Inn & Suites 21 2,322 Embassy Suites 3 1,030 Canalta Hotels 24 1,747 Le Germain Boutique-Hotels 7 853 TownePlace Suites 12 1,430 Pan Pacific 3 707 Clarion Hotels 9 1,163
Source: STR, Compilation Horwath HTL Source: STR, Compilation Horwath HTL
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Midscale Brands: Hotel and Room Distribution by Province The Quality Inn and Best Western brands lead the midscale Ontario finds itself in the top position, comprising both segment, followed by the Canadian hotel brands of the highest number of branded hotels and guest rooms in Canada Best Value Inn and Lakeview Inn. Canada. Next in volume are British Columbia, Alberta and Québec. Combined, these four provinces represent 78% of all branded hotels and 83% of all branded hotel rooms. Midscale Brands Hotels Rooms
Quality Inn 94 8,514 35% Ontario 31% Best Western 66 5,649 19% Alberta 19% 17% Canada Best Value Inn 31 1,571 British Columbia 18% 12% Lakeview Inn & Suites 18 1,171 Québec 10% Saskatchewan 5% Wingate 7 704 6% 3% Manitoba 3% Candlewood Suites 3 326 3% New Brunswick 3% Main Stay Suites 2 201 3% Nova Scotia 3% Sleep Inns 3 194 2% NWT / Yukon / Nunavut 5% 1% La Quinta Inn & Suites 2 133 Newfoundland 1% PEI 1% Red Lion Hotels 1 96 1% 0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: STR, Compilation Horwath HTL ROOMS HOTELS
Economy Brands: Source: STR, Compilation Horwath HTL Nationwide, Days Inn has the largest room count within the economy segment, with over 8,700 rooms, just edging Interestingly, Québec accounts for nearly one-fifth of the out both Travelodge (8,189 rooms) and Super 8 (8,028 total branded hotel inventory in Canada, meaning that rooms). Québec has one of the largest average room counts per hotel.
Economy Brands Hotels Rooms Nunavut / Yukon / Northwest Territories, on the other Days Inn 112 8,782 hand, has one of the smallest average room counts per Travelodge 90 8,189 hotel. Super 8 124 8,028 Howard Johnson 35 2,502 Econo Lodge 47 2,418 Motel 6 28 2,140 Microtel Inn & Suites 15 1,317 Knights Inn 31 1,193 Home Inn 4 360 Suburban Extended Stay 3 309
Source: STR, Compilation Horwath HTL
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Top 5 Hotel Companies by Provinces Wyndham Worldwide leads the brand families within Other important hotel companies heavily represented Canada with regards to the total number of hotels, include Marriott, InterContinental Hotels Group and followed by Choice Hotels Canada and Best Western Hilton. A detailed breakdown of the various brands by International. hotel company is provided within the Appendix of this report.
NWT/ Yukon / Nunavut Inns North Canadas Best Value Inn Coast Hotels Westmark Hotels Wyndham
British Columbia Wyndham Atlantic Canada Best Western Alberta Choice Wyndham Marriott Wydham Sandman Choice Marriott Best Western Choice Best Western IHG Hilton / IHG Marriott Ontario Wyndham Manitoba Choice Québec Wyndham Marriott Choice Choice IHG Marriott Best Western Hilton Wyndham Marriott / IHG / Hilton IHG Accor Best Western
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Room distribution by Key City and Chain Scale We have analysed brand or chain scale representation Rounding out the top five are Calgary and Edmonton, within Canada’s 13 primary Census Metropolitan Areas both registering a similar number of rooms. Independently (CMAs). Toronto takes the lead in terms of the total managed hotels average one-third of the room inventory, number of hotel rooms within the key cities in Canada, varying from a low of 11% in Regina to a high of to 52% in paralleling the provincial trend. Toronto is followed by Québec City. Montréal and Vancouver.
Upper Upper City Luxury Upscale Upscale Midscale Midscale Economy Independent Total Toronto 14% 31% 15% 9% 1% 2% 27% 100% Montréal 11% 21% 12% 10% 3% 1% 42% 100% Vancouver 18% 24% 7% 8% 5% 2% 37% 100% Calgary 3% 22% 16% 18% 14% 7% 20% 100% Edmonton 2% 24% 10% 15% 8% 9% 32% 100% Ottawa 7% 18% 20% 12% 1% 7% 35% 100% Winnipeg 4% 7% 23% 23% 5% 5% 32% 100% Québec City 9% 19% 9% 4% 2% 6% 52% 100% Halifax 0% 30% 20% 15% 0% 0% 35% 100% Victoria 9% 12% 8% 8% 9% 6% 50% 100% Saskatoon 0% 9% 15% 20% 13% 14% 28% 100% Regina 0% 13% 13% 27% 16% 21% 11% 100% Hamilton 0% 18% 29% 11% 0% 4% 38% 100%
Source: STR, Compilation Horwath HTL
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Key Performance Indicators - Canada
Canadian Hotel Performance
$180 70% 66% 65% $160 64% 64% 63% 65% $140 62%
$120 60%
$100 55% $80
$60 50%
$40 45% $20 $81 $84 $89 $92 $95 $130 $133 $137 $144 $149 $157 $103 $- 40% 2012 2013 2014 2015 2016 2017
ADR RevPAR Occupancy
Source: STR, Compilation Horwath HTL
In terms of occupancy, Canadian hotels have registered On a macroeconomic level, Canadian hoteliers benefited a somewhat stable occupancy level from 2013 to 2016, from the weaker Canadian dollar, particularly as it relates varying between 63% and 65%. Occupancy increased by to the increased value premium for American and other two points in 2017 to end the year at 66%. international visitors to the country.
Meanwhile, Average Daily Rates (ADR) have increased As such, and in part the result of the low dollar and substantially between 2012 and 2017, growing by a increased direct air capacities within certain global compound annual growth rate of 3.7% over the past five destinations, international tourism has also registered years. steady growth within Canada.
The combination of the aforementioned two key Improving economic conditions in both Canada and the performance indicators has resulted in a revenue per United States allowed for a 9.8% increase in American available room (RevPAR) of $103 for year ending in 2017. visitation in 2016 and an estimated 2.7% by 2017. The compound annual growth rate for RevPAR is estimated at 5.1% over the past five years. Overseas visitation increased by close to 14% in 2016 and is anticipated to end 2017 with a further 7.1% growth. The strong results of 2017 are in part the result of several Much of this growth is anticipated to occur from such factors such as the celebrations surrounding the 150th countries as China, India, and Mexico, among others. anniversary of the confederation, along with Montréal’s 375th birthday and the 50th anniversary of Expo 67. In turn, these increases in tourism and tourist arrivals have allowed for increased tourism spending, ultimately adding an estimated 19,000 jobs within Canada.
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Key Performance Indicators by Chain It comes as no surprise that the luxury market achieves the The following exhibits illustrate the estimated performance highest ADR within the various chain scale properties. For metrics for the Canadian hotel industry, by chain scale, year-end 2017, the luxury properties achieved a premium between 2012 and 2017. of $140 in ADR compared to the Canadian average.
Occupancy Rates There is little difference between the ADR registered On the whole, Canada’s performance remained relatively by the midscale and economy segments. The upper stable between 2012 and 2017, registering occupancy midscale segment tends to find itself midway between the rates ranging between 62% and 66%. Comparing the aforementioned segments and the Canadian averages. national results to those of the individual chain scales, we note that the national average occupancy rates trend Revenue per Available Room (RevPAR) comparably to those of the upper midscale segment. The Canadian overall RevPAR tends to trend comparably to the results of the upscale segment. However, the upscale hotels have been performing marginally better than the 72% overall Canadian hotel market since 2014.
67% $205
62% $185
$165 57% $145
$125 52% 2012 2013 2014 2015 2016 2017 $105
Canada Luxury Upper Upscale Upscale $85
Upper Midscale Midscale Economy $65
$45 Source: STR, Compilation Horwath HTL 2012 2013 2014 2015 2016 2017
Canada Luxury Upper Upscale Upscale Upper upscale and upscale branded hotels registered Upper Midscale Midscale Economy higher occupancies, followed by luxury branded hotels. Economy hotels registered the lowest occupancy rates on Source: STR, Compilation Horwath HTL a nationwide basis. It is interesting to note the significant growth in RevPAR Average Daily Rates (ADR) within the luxury, upper upscale and upscale segments. As for the ADR, Canadian hotels have registered steady RevPAR between 2012 and 2017 grew at a compound increases, registering a compound annual growth rate annual growth rate of 8.3%, 5.1% and 5.6%, respectively, of 3.7% between 2012 and 2017. Canada’s ADR tends within the luxury, upper upscale and upscale segments. to trend similarly to those registered by upscale branded hotels. Again, the rate differential in RevPAR amongst the midscale and economy chains is almost negligible ($4) $290 for year ending 2017. As is the case for the ADR, the upper midscale segment tends to register a RevPAR that is $240 midway between the aforementioned segments and the
$190 Canadian averages.
$140
$90 2012 2013 2014 2015 2016 2017
Canada Luxury Upper Upscale Upscale Upper Midscale Midscale Economy
Source: STR, Compilation Horwath HTL
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Conclusion The Canadian hotel market is made up of primarily While independently operated hotels benefit from the independent hotels (74%), however these hotels only ability to personalize standards and operations, the represent 47% of available guest rooms in Canada. As cost savings are often mitigated in the marketing efforts such, the branded hotels, which are larger in average size, required to promote the property. It remains that comprise only 26% of Canadian hotels but 53% of the experience and expertise in hotel operations are typically nation’s hotel inventory. the norm for the more successful properties.
While Canada is further dominated by smaller sized For first time hotel owners and multiple hotel ownership, properties consisting of less than 50 rooms, opportunities chain affiliations can provide significant benefits, remain for those brands that have lower room-count particularly with regards to quickly establishing the requirements and for those brands that also cater to hotel’s positioning, its image, its promotion and its property conversions. Of course, new builds represent optimal operation. interesting opportunities for all hotel companies, and their respective brands.
Based on our experience, it can be ascertained that brand affiliated hotels typically provide a number of benefits to hotel owners. Among the key benefits:
• Branded hotels typically provide an added assurance to bankers for the purpose of financing or refinancing;
• Brands provide access to loyalty programs, with joint marketing efforts for the specific brand nationwide;
• Access to national or international reservation systems including a global brand or regional brand website; Activity reports relating to the hotel and brand performances;
• Access to nationwide corporate and group sales teams; Employee training and development programs; and,
• Access to central purchasing systems; just to name a few.
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Appendix: Hotels & Brands HYATT HOTELS CHOICE HOTELS Park Hyatt Acend Collection MARRIOTT INTERNATIONAL Miraval Cambria Suites The Ritz Carlton Grand Hyatt Comfort Inn Gaylord Hotels Hyatt Regency Comfort Isuites St. Regis Hyatt Sleep Inn Edition Andaz Quality Inn AC Hotels Hyatt Centric Clarion The Luxury Collection The Unbound Collection Mainstay Suites JW Marriott Hyatt Place Suburban Extended Stay W Hotels Hyatt House Econo Lodge Westin Hyatt Zilara Rodeway Inn Autograph Collection Hyatt Ziva Vacation rentals by Choice Courtyard by Marriott Hyatt Residence Club Sheraton BEST WESTERN HOTELS & RESORTS Renaissance Hotels HILTON HOTELS & RESORTS Best Western Springhill Suites Waldorf Astoria Vib by Best Western Le Meridien Conrad Hotels & Resorts Best Western Premier Marriott Canopy by Hilton BW Signature Collection Fairfield Inn & Suites Hilton Hotels & Resorts Best Western Plus Tribute Portfolio Curio Collection Glo Delta Hotels DoubleTree by Hilton Sure Stay Hotel TownePlace Suites Tapestry Collection Sure Stay Plus Hotel Design Hotels Embassy Suites Sure Stay Collection Marriott Vacation Club Hilton Garden Inn Protea Hotels Hampton Inn & Suites ACCOR HOTELS Moxy Tru by Hilton Raffles Hotels Element Homewood Suites Fairmont Hotels Aloft Home2 Suites Banyan Tree Four Points by Sheraton Hilton Grand Vacations Sofitel Legend Marriott Executive Apartments So Sofitel Residence Inn by Marriott WYNDHAM WORLDWIDE Rixos Hotels Dolce Hotels & Resorts M Gallery INTERCONTINENTAL HOTELS Wyndham Grand Pullman GROUP (IHG) Wyndham Hotels & Resorts Swissotel InterContinental Hotels & Resorts Esplendor Boutique Hotels Adagio Aparthotel Kimpton Hotels and Resorts Dazzler Hotels Angsana Hotel Indigo Trademark Hotel Collection Twenty Five Hours Hotels Even Hotels Wyndham Garden Hotels Grand Mercure Hualuxe TRYP by Wyndham The Sebel Crowne Plaza Wingate by Wyndham Novotel Holiday Inn Hawthorn Suites Mercure Hotels Holiday Inn Express AmericInn Mama Shelter Holiday Inn Resort Microtel by Wyndham Ibis Holiday Inn Club Vacations Ramada Worldwide Ibis Styles Staybridge Suites Baymont Inn & Suites Adagio Access Aparthotel Candlewood Suites Days Inn Ibis Budget Avid Hotels Super 8 Joe & Joe Howard Johnson Hotel F1 Travelodge Thalassa Sea & Spa Knights Inn Huazhu Hotels
www.horwathhtl.com 11 AUTHORS:
Ambika Gandhi, MSc Felix Giguére, BAA Senior Consultant Consultant Horwath HTL Canada Horwath HTL Canada [email protected] [email protected]
A Cornell Hotel School post-graduate, Ambika has Felix gained significant hotel operational experience over 10 years of hospitality development, operations while working in several managerial positions within and consulting experience. Ambika has significant international hospitality companies, including Relais & experience in conducting market studies in real estate Châteaux and Four Seasons Hotels & Resorts, in France, sectors, including hotels, tourism, retail, residential and Spain and Canada. commercial projects. Felix has since concentrated his hands-on operational As a Senior Consultant, Ambika has completed projects, experience and knowledge towards hotel real estate spanning over USD 12 billion in asset value, in numerous development and asset management. Felix currently locations including Singapore, Malaysia, Vietnam, performs market studies, participates in appraisals, Indonesia, UAE, Qatar, Morocco, Maldives, Micronesia, whilst also overseeing aspects of asset management Mauritius and Canada. projects.
www.horwathhtl.com 12 Horwath HTL Canada Horwath HTL Canada is a member of Horwath HTL, the Gilles Larivière global leader in hotel, tourism and leisure consulting. Principle Associate Horwath HTL Canada Our services cover every aspect of hotel real estate, [email protected] tourism and leisure development. Our clients choose us because we have earned a reputation for impartial, expert advice that will often mean the difference between success and failure. We know that every project is different, but we As founder of Horwath HTL Montréal more than 30 years can bring all of the experience gained over our 100-year ago, Gilles has acted as an expert witness in hotel related history. files, while also having been involved in numerous market studies within the hotel, tourism, and leisure sectors. We are a global Brand with 45 offices, who have successfully carried out over 20,000 assignments. We are part of the Crowe Horwath network, a top 10 accounting and financial services network. We are the number one choice for companies and financial Peter Gaudet, BAA institutions looking to invest and develop in the industry. Senior Associate Horwath HTL Canada Our Montréal team is recognized as the largest Quebec [email protected] consulting firm specializing in the hotel, leisure and tourism industry and has been operating for over twenty years. We have conducted numerous studies in Quebec, Ontario, and Atlantic Canada, as well as within numerous Since 1990, Peter has participated and supervised the international destinations. financial aspects of the Montreal office’s hotel division, having completed numerous market studies, financial Our Expertise: projections, operational reviews, valuations and appraisals • Review of obligations and responsibility for hotel and tourism related developments. He is also • Litigation management services and expert testimony responsible for such annual publications as the Industrie • Estimated market value and asset appraisal Hôtelière au Québec - Rapport Sectoriel and the Canadian • Asset Management and Québec Hotel Industry - Special Market Reports. • Capital expenditures analysis As an associate, Peter has completed a vast array of market • Project master planning for tourist destinations studies, valuation and appraisal reports across Atlantic • Recovery planning and management of distressed Canada and Québec, as well as having participated in files in such international markets Mexico, Costa Rica, hotel assets the Dominican Republic and French Polynesia. • Due diligence • Franchise selection and negotiation • Optimal land use • Interim management
• Management company selection and negotiation Paolo Di Pietrantonio, CPA, CA, Senior Associate • Investment and Market entry strategies Horwath HTL Canada • Market and financial feasibility studies [email protected] • Operational reviews • Planning and development • Product conceptualization • Repositioning strategies and analysis Paolo joined Horwath HTL in 2012 after a successful 30- • Planning and development – Tourism year career within the Québec hotel industry, occupying • Transaction support and financial restructuring numerous industry positions, including hotelier of the year as GM of the Château Bromont Resort Hotel. Paolo is an active member of numerous Board of Directors, as well as current President of the Board of Directors of the Institut de tourisme et d’hôtellerie du Québec.
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