Flemings Mayfair Hotel, London

The Challenge

The owner of Flemings Mayfair Hotel was seeking to maximise the potential of the hotel and had come up with a number of potential scenarios due to new competition. The Gerald Eve hotels team was instructed to review each of the options assessing which had most potential from a trading perspective.

The Flemings Mayfair Hotel comprises a luxury hotel with thirteen exclusive townhouses (the oldest dating back to the 1700s) which over the years have been combined to form the hotel. While the hotel presented to an excellent standard, the combination of the buildings had resulted in limited conformity in hotel bedrooms which varied considerably in size and layout. At the time of instruction, some, but not all of the guest bedrooms had been refurbished.

The options which we were instructed to review ranged from a simple refurbishment of the remaining bedroom stock, to a comprehensive remodelling of existing bedroom accommodation alongside a rooftop extension.

The Solution

The Gerald Eve hotels team has exceptionally strong knowledge of the London luxury hotel market which we were able to draw upon to help with our analysis.  For example, we have advised on the Old War Office, former American Embassy development and the Peninsula.

We began by carrying out a detailed market review of demand generators before analysing the hotel supply and pipeline in the area to see where growth potential in the market lie.

We then prepared full financial forecasts for each scenario which were accompanied by detailed annotation. This then enabled us to provide an indicative opinion of value of each completed scheme.

The Result

We presented each scenario to the client, initially in report format, and followed up with discussions as to the advantages and disadvantages of each option to enable the client to progress the project further.