Management by Beco

Soft brand conversion management

Soft brand conversion management means moving a hotel into a collection brand, where it keeps its own name and character but joins the brand's distribution and loyalty program, and then running it to that brand's standard. Beco Collective runs the numbers on whether a collection brand makes sense for the hotel, manages the conversion, and operates the hotel to the brand's standard after.

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What's included

  • A numbers-first review of whether a collection brand makes sense for the hotel
  • Conversion management, including the PIP or renovation plan
  • Operations to the brand's standard after conversion, including quality assurance audits
  • Sales and marketing across the brand's channels and the hotel's own direct bookings
  • Pricing, channel mix and forecasting, reviewed against the STR comp set every week
  • Monthly USALI financials, a variance report against budget and a written commentary from the general manager

Questions owners ask us

Is a soft brand conversion worth it for my hotel?

It depends on the hotel, the market and what the brand costs in total. Beco runs the numbers before recommending a conversion, and staying independent is a real answer if it earns the better return.

What is the difference between a soft brand and a full flag?

A soft brand, or collection brand, lets the hotel keep its own name and identity while joining the brand's reservation system and loyalty program. A full flag puts the brand's name on the hotel and comes with a stricter set of brand standards.

Who manages the PIP during a soft brand conversion?

Beco does, as part of the management agreement. PIP and renovation management sit under asset and capital planning, alongside the annual budget and capex plan.

Does Beco keep running the hotel after the conversion?

Yes. Once the hotel is converted, we operate it to the brand's standard, with the same monthly USALI financials, variance report against budget and general manager commentary.

Tell us about your property

Share a few details and we will follow up for a confidential, no-obligation conversation about whether Beco is the right fit.

Discuss your property