April 10, 2012 Americas: Lodging Equity Research The essentials of lodging investing Industry context This is the place either to start research on this diverse $128 billion industry or to brush up on a specific industry topic. We explain what to look for in a lodging franchise, detail the most pressing questions facing the industry, and discuss operating metrics and profit drivers. Steven Kent, CFA (212) 902-6752
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[email protected] Goldman, Sachs & Co. should consider this report as only a single factor in making their investment decision. For Reg AC certification and other important disclosures, see the Disclosure Appendix, or go to www.gs.com/research/hedge.html. Analysts employed by non- US affiliates are not registered/qualified as research analysts with FINRA in the U.S. The Goldman Sachs Group, Inc. Global Investment Research April 10, 2012 Americas: Lodging Table of Contents Overview: What’s new in this issue 3 From the analyst’s desk: Hotel stocks’ outperformance maybe measured in years not months 4 What could go right? 7 What could go wrong 11 Industry profile 13 Size, segmentation, and history of the lodging industry 14 How hoteliers make money and generate returns 22 Lodging fundamentals 26 We expect the Marriott brand to begin to pick up vs.