BERLIN — As a Scot, David Orr said he is very proud to have opened a hotel in Edinburgh, which has undergone a huge hotel-industry renaissance in the past decade.
During a video interview at the International Hospitality Investment Forum EMEA, the CEO of Resident Hotels said in Scotland's capital city “the offer has changed out of all recognition … particularly in the last 10 years. The global connectivity from the airport. Undoubtedly, I think it is such a good city it really should be high demand, and that is sustainable.”
Orr said the firm’s upper-upscale position for The Resident is particularly suited to Edinburgh's cultural and economic diversity.
Resident Hotels' other focus is its management of hotels under the flag of Marriott International’s Four Points Flex by Sheraton, Orr said. In October, Resident Hotels signed a franchise agreement with Marriott to convert its four midscale Sleeperz Hotels in the U.K. to Four Points Flex by Sheraton properties.
“There are two brand positionings. I think that flexibility allows us to have options as an operating company to speak to prospective investors as well as to reassure current investors as to growth plans that are credible. It's a two-brand, one-philosophy approach,” he said.
He said that one focus is on educating investors, and especially specialist investors, of the unique positioning and offer that brand The Resident brings. Orr added the brand would need to get to a significant level before franchising opportunities are presented.
“But we are not immune to the idea that we have got a really good breakthrough brand,” he added.
For more of Orr’s insight and comments, please watch the video above.