The nature of demand dictates positioning of the project. The future hotel has to meet the needs of its future guests for class, quality and range of services. It may therefore happen that a hotel concept, which takes full account of local market specifics, does not fit with the standards of international chains. In that case, the concept comes first and a brand must be chosen to suit it.
There were projects in our practice, which called for non-standard hybrid products, for instance: a budget hotel with a full-fledged restaurant, a midscale project with a spa, and a high-level hotel that included small rooms. Contact with international chains is important in such cases in order to agree on the most suitable brand.Location of the hotel at a place with maximum traffic is always an advantage.
Some international chains already have brands in their stable that allow creative, non-standard solutions (there are actually more and more of these: brands with a DJ console in the lobby, or a brewery instead of the main restaurant). Sometimes a hotel can be launched under a brand that strictly defines the concept, but with some divergence from the standards. The only requirement that must always be observed is fire safety.