Hotel Renovation and Repositioning: Transforming an Aging Asset into an Urban Gem
Giving New Life to a Hotel Asset through a Tailored Repositioning Strategy
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Key Takeaways
Quick Facts About the Article
of travellers choose more sustainable travel options
of customers are receptive to personalised offers
of travellers favour local experiences
In Brief
In This Article
In the heart of cities, many aging hotels still sleep on untapped potential. Yet, these well-located buildings can become the jewels of a new chapter in hospitality.
The key? A strategic hotel repositioning, at the crossroads of architecture, guest experience, and entrepreneurial vision.
At Moon Hospitality, we believe in the power of these versatile living spaces, connected to their neighbourhoods and drivers of added value for investors. Our first project, Maison Mère, is the perfect example.
1. Understanding the Challenges of Hotel Repositioning
Optimising Space, Diversifying Traffic
Hotel repositioning involves enhancing an existing asset, not only aesthetically but also in its value proposition, marketing positioning, and operational model. It is not just about renovating but about reinventing.
In a market where travellers’ expectations evolve rapidly (design, sustainability, hybrid spaces, personalisation…), standardised hotels lose their appeal. Conversely, establishments able to offer a coherent and memorable experience gain economic performance and value appreciation.
Repositioning therefore means creating value across the entire chain: for investors, guests, and operations teams.
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2. Hotel Repositioning: A Value Creation Strategy
A Strategic Vision for Investors
A successful hotel repositioning project relies on three essential levers: location, concept, and operational execution. Where some see an outdated structure, Moon Hospitality sees an opportunity to reveal the soul of the place while meeting the new aspirations of travellers.
The primary goal of repositioning is to reactivate desire around a place, capitalising on its strengths while addressing its weaknesses. It involves building a coherent and distinctive hotel experience, aligned with travellers’ new expectations:
L’objectif premier du repositionnement est de réactiver le désir autour d’un lieu, en capitalisant sur ses forces tout en corrigeant ses faiblesses. Il s’agit de construire une expérience hôtelière cohérente et différenciante, alignée avec les nouvelles attentes des voyageurs :
Authenticity and meaningful experiences
Hybrid spaces (work, leisure, gastronomy, culture)
Local and sustainable approach
Hyper-personalisation of services
A successful repositioning thus allows capturing a higher-value clientele, more engaged and often willing to invest in memorable experiences rather than just accommodation.
3. From Hôtel de l’Océan to Maison Mère: An Example of Successful Repositioning
An Urban Resort in the Heart of the 9th Arrondissement
Moon Hospitality’s first project, Hôtel de l’Océan, a classic 3-star hotel located in Paris’ 9th arrondissement, was ready for a renaissance. We transformed it into Maison Mère, a 4-star lifestyle urban resort that embodies a new way of experiencing hospitality. Owned by the Temimi family for several generations, it was awarded Best of the Best by TripAdvisor in 2024, a testament to its uniqueness and recognition by its guests.
Our approach was holistic :
- Strategic repositioning: transition from a functional accommodation to an inspiring living space
- Design and architecture: integration of hybrid spaces (restaurant, bar, coworking, and art gallery) within a warm, distinctive setting
- Personnalisation de l’expérience : accueil personnalisé , événements culturels, programmation musicale…
- Performance: increased RevPAR, high guest satisfaction, enhanced digital visibility
Maison Mère is today a hospitality establishment, at the crossroads of lifestyle, local culture, and bespoke experiences — a benchmark case in hotel repositioning.
Moon Hospitality Supports You in Achieving a Successful Repositioning
Tailored Support to Ensure the Success of Your Hotel Project
In a post-COVID context, where hotel performance is increasingly tied to guest experience and operational agility, repositioning an existing hotel is often more strategic than building a new one.
This makes it possible to :
Align with a sustainable development approach by reusing existing buildings
Reduce timelines and costs compared to a project built from scratch
Capitalize on an already premium location
Create a distinctive concept with a strong identity
It is this ability to unveil hidden potential that we nurture at Moon Hospitality.
Are you looking to create a hotel or invest in the hospitality sector? Contact contact@moonh.co to discover our personalised support opportunities.
