The Value of Brands

THE MARKET THE WEEK PRACTICE & LAW EG LIFE Leisure Waking up to reality David Thame asks if sweet dreams could turn REX FEATURES REX into nightmares for the UK hotel sector Bowling alleys 72 Pubs 76 Hostels 80 24 November 2012 www.estatesgazette.com 69 FOCUS LEISURE HOTELS good night’s sleep – it is the hotelier’s classic promise. Yet, for many landlords and lenders to the UK hospitality sector, sweet dreams are turning into nightmares. AThe crisis at Travelodge climaxed in October when the firm completed the restructuring of its £635m debt. The company voluntary arrangement involved writing off £235m and repaying £71m, while GoldenTree Asset Management, Avenue Capital Group and Goldman Sachs injected £75m capital into the business. In the process, 49 hotels were slated for FEATURES REX sale, and rents slashed at another 109. This is from a 500-strong portfolio spread across the UK, Eire and Spain. Yet concern is growing in the hotel world that the Travelodge CVA could be the tip LEASE DECISIONS of the iceberg. According to specialist accountants, surveyors and hospitality Patrick Grant, a director at CBRE, who of capital expenditure on improving the experts, the hotel sector faces a perfect was involved with the Travelodge CVA hotels, and you had a ticking time bomb.” storm. A combination of refinancing, (from the landlords’ side), says that its Other branded hotel chains have rising input costs and property empires in leasehold-only portfolio contributed to avoided putting all their eggs in the need of restructuring means 2013 could Travelodge’s woes – and could damage leasehold basket. Whitbread mixes be a sleepless year, they warn. other hotel groups, too. freehold and leasehold with Premier Inn, But easily the biggest problem is the Grant says: “Travelodge has a wholly while Accor mixes freehold, leasehold hotel sector’s massive debt burden, with leasehold portfolio – which means it is and franchise. much of it requiring refinancing during difficult for it to churn the bottom of the Grant adds: “The lesson for other hotel 2013 and 2014. estate in the way that pub companies do operators is that if you can’t churn your Travelodge has now cut its debt, but when they regularly sell off the poorly property estate, then you must invest.” other hotel groups – both big and small performing pubs, or those that will Travelodge managing director Paul – face looming problems as they attempt require too much capital investment.” Harvey says leases appeal because they to refinance. Many of the most seriously “If Travelodge’s hotels had been are flexible. He says: “The leasehold indebted were boom-time clients of freehold, it could have sold them off, model provides strong earnings HBOS. Despite growing turnover, profits but they were leasehold and difficult to compared to management contracts or have been cut by the burden of high assign, so Travelodge couldn’t get rid of franchising, and allows you to explore interest payments. its old stuff. Combine that with the lack many different types of development.” For instance, Macdonald Hotels has a £330m facility due to be refinanced in September 2013. “We are already in facility,” says a company spokeswoman. questions everyone is asking is how this advanced discussions with Lloyds Banking Meanwhile, De Vere Hotels completed is going to be refinanced, since the banks Group regarding a new longer-term a £650m debt-for-equity swap with are now stricter on loan to value, looking Lloyds. The deal cut its debt, but it still for as much as 50%. owes £1.1bn. Banking facilities were “It could mean debt-for-equity swaps, BRAND POWER extended to December 2013. it could mean some new form of David Harper, director at Leisure mezzanine finance to fill the gap between The expansion plans of the budget hotel Property Services, explains: “Basically, what the banks will lend and the owners’ chains are based on assumptions about the hoteliers borrowed money from the capacity to borrow. It could be overseas brand power. Customers, they think, will wrong bank. HBOS would like to get out money. We just don’t know – although we follow the brands. of those positions, and the other banks do know it will be incredibly difficult,” But brand power may not be as great are reluctant to lend. The answer will adds Rayment. in the hotel sector as Travelodge, Premier probably be that some hotel groups will The debt problem is compounded by Inn and their rivals hope. Recent be broken up, but even here there will be the need to spend heavily to keep hotels research from Cornell University shows problems because there are so few looking fresh, while being unable to raise that branding may not add much value to potential buyers with cash.” room rates because of strong competitive a hotel – and could even reduce value. Sarah Rayment, business restructuring pressures. Rising costs and shrinking David Harper at Leisure Property partner with accountant BDO, is a specialist room rates are, hints Rayment, a recipe Services is undertaking a PhD looking in the hotel sector. She says that under- for disaster. into the power of hotel branding in capitalised and over-borrowed hotel “Hoteliers have to upgrade the UK. He says: “Branded chains are groups could be facing big problems. accommodation to keep the customers popular with the banks, which think Says Rayment: “If they acquired coming and to meet legislative [they are] safe. It is said it can add 25% property in the mid-2000s, hotel groups requirements. At the same time, they are to the value of a hotel, but does it really are at risk of breaching loan-to-value undercapitalised and trying to match the enhance performance to the extent that ratios, and the probability is that those prices of the branded budget hotel the banks think it does?” loan facilities are coming up for renewal groups. This is difficult to do and make a now. The valuations will be out, and the profit. Even beautiful wedding venues, 70 www.estatesgazette.com 24 November 2012 THE MARKET THE WEEK PRACTICE & LAW EG LIFE which you might have expected to have Liz Hall, head of hospitality and leisure an advantage, will find price an issue research at PwC, does not want to overstate THE FUTURE OF TRAVELODGE today,” she says. the problem – London’s performance, The profits squeeze is likely to become she says, is still “pretty good” by most Travelodge has massively slashed its more intense, say researchers at PwC. international standards – but says that expansion plans, in the wake of its CVA. Even the London market – by miles the many hotel groups’ business models will Instead of opening around 3,500 UK’s most profitable – will fall back, need to be rethought. bedrooms each year – as it has in the they say. “We are forecasting weak demand, and past three years – it is planning around London occupancy is likely to fall from for the squeezed middle – and for 1,500 bedrooms in both 2013 and 2014. 80% this year to 77% – the lowest since everyone else – that means opportunities “There is a natural slowdown after the 2005. And although the average daily for new business models. It is about CVA process, and because it is harder room rate has just hit a record high of getting that model right. But the fact is to find the right sites,” says Travelodge £143, it will not stay that way for long. that hotels do well in buoyant economies managing director Paul Harvey. Revenue per room is also set to fall in with lots of employment and not too A £55m catch-up investment in 2013. PwC says occupancy rates in the much new supply – and those factors are upgrading hotels is promised, along with regions are sliding, too, and will be down missing for some locations.” around £13m-£15m a year for regular to 68% in 2013. Hall adds: “It is getting harder to make facelifts. The continued rapid expansion of hotel money, and hotels have not been able to While Harvey insists that heavy supply inevitably cuts profitability. London pass on their costs. In the regions, repayments on £1.1bn debt starved is likely to see supply growth of around revenues are about 10% below what they the business of the capital it needed, 7% in 2012 and 3.8% in 2013, which were in 2007, and that shows the extent Travelodge admits that some operational means more than 8,000 new rooms in of the problem.” decisions contributed to its problems. 2012 and 4,900 in 2013. In the regions, However, there are still plenty of Buying and rebranding existing going- pockets of supply also remain above optimists. Whitbread, owner of the concern hotels is something it will now average levels and new branded budgets Premier Inn chain, faces no imminent approach with care. “It is not a complete continue to force down average rates. refinancing needs, which perhaps prohibition, but we will do a lot less,” Meanwhile, the conference market – the explains the upbeat tone of John Bates, its says Harvey. Hotels with banqueting or mainstay of mid-price hotels – is stagnant. head of hotel and restaurant acquisitions. conferencing reputations do not fit well into the Travelodge model, he says. “We have learned our lesson and changed our strategy.” Out of 514 Travelodge hotels, 90 were going concerns and the vast majority were untroubled by the CVA. However, one sixth of the 49 hotels scheduled for disposal were going concerns. Bates believes there is still scope for growth in the branded budget hotel sector. He says: “The total proportion of UK budget hotel stock that is held by branded operators like Premier Inn is still low compared to other international markets, such as France and the US.

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