Key Takeaways

• HVS is a global consulting company that only serves the hospitality industry. Horwath HTL is also a global consulting company that exclusively serves clients in the hotel, tourism, and leisure space.
• HVS has 50 offices across the globe while Horwath HTL has 52 offices in 38 countries.
• Both firms publish resources that add great value to their target market. By posting daily, HVS utilizes social media much more than Horwath HTL.
• ZoomInfo provides an estimate for the annual revenue generated by Horwath HTL and HVS: $66 million and $307 million, respectively.

Introduction

HVS

1. Company Overview

• HVS is a global consulting company exclusively serving the hospitality industry. This firm has over 250 employees across its 50 office locations serving "hotels, restaurants, casinos, shared-ownership lodging, mixed-use developments, golf courses, and spa and wellness, as well as conventions, sports, and entertainment facilities." This firm offers a wealth of knowledge, extensive expertise, and an understanding of local markets. The consultants are equipped to assist in the "financing, developing, owning, or operating a hospitality property."
• In addition to its several office locations across the US, this firm has offices in Europe (Athens, Frankfurt, London, and Milan), Asia (Hong Kong, Mumbai, New Delhi, and Singapore), South America (Buenos Aires), Middle East (Dubai), and Africa (Cape Town).

2. Brand Positioning

• The brand exclusively serves the hospitality industry across various markets across the globe. Most of its offices, nearly 40 of the 50 offices, are located in the US.
• According to an AGS publication, HVS has been ranked among the top 10 consulting firms specializing in the hospitality space. The key factors considered in this ranking include the range of services, publications and events, and a wealth of resources in the team of experts. HVS is thought to add great value through its educational resources that are shared during its events and publications.

• A search through various media sources was unable to uncover any financial information about the firm. As a result, the research team will provide estimates from a third-party source. According to ZoomInfo, the firm's estimated annual revenue is $307 million.

4. Brand Reputation

• According to the brand's Glassdoor account, the firm has an overall rating of 4.7 out of 5, with a 97% probability that one would recommend the firm to a friend.
• Additionally, using a tool called Brand Mentions, the research team was able to determine that over the past seven days, this brand has had 411 mentions, 45,000 interactions, 235,100 people reached, 37,400 shares, and 7,500 likes. Additional insight into audience sentiments is behind a paywall.
• The chart below demonstrates the various aspects covered by this analysis.

 

Source

 

5. Marketing Strategies/Tactics

• HVS has links to its various social platforms from its website's footer: Twitter and LinkedIn. This firm has about 4,832 followers on Twitter and posts irregularly, with about four to five posts a month. Its LinkedIn profile has 22,745 followers and has a number of posts per week. An analysis of the social media sites reveals that this brand maximizes on its LinkedIn profile, which could also have contributed to its high follower count.
• As a key marketing strategy, this firm holds conferences and seminars. Its official website also provides a wealth of educational and insightful resources into the industry. It does this by providing access to COVID-19 research, market reviews, and through its Newsletters.
• On its homepage, the firm provides a link to a brochure that provides detailed information about the company, the industry it serves, and its various locations across the globe.

HORWATH HTL

1. Company Overview

• Horwath HTL is a consulting firm that focuses exclusively on hotel, tourism, and leisure. It addresses the aspect of real estate and development in this industry. With a legacy of over 100 years, this brand has 52 offices in 38 countries across the globe.
• As part of the Crowe Global network, this firm has earned a strong reputation as a leader in the hotel, tourism, and leisure consulting space.

2. Brand Positioning

• Although it did not make it to the list of the top consulting firms in the hospitality space as HVS did, it is still considered one of the top firms in this industry.
• This firm has 52 office locations across the globe. One significant difference from HVS is that this firm has most of its offices in Europe (18) and not in North America. Other regions where it has office locations include North America (9), Asia-Pacific (13), Latin America (5), Middle East (2), and Africa (2).
• Although large global firms such as Deloitte have divisions that address the hospitality industry, Horwath HTL is also a recognized firm in this industry globally. It has also earned recognition for some of its whitepaper publications: "A hotel management agreement" addresses the conflict that can occur between operators and owners. Another publication addressed how hotels can re-open with a focus on wellness.
• This firm is a member of the Crowe Global network, which is a "top 10 accounting and financial services network."

3. Market Share/Revenue

• A search through various media sources was unable to uncover any financial information about the firm. Instead, the research team came across an article that addresses hotel revenue, published by the firm itself. As a result, the research team will provide estimates from a third-party source. According to ZoomInfo, the firm's estimated annual revenue is $66 million. 

4. Brand Reputation

• This brand seems to have minimal inputs on its Glassdoor account, with an overall rating of 3.8 out of 5 with a 58% probability that one would recommend the firm to a friend.
• Additionally, using a tool called Brand Mentions, the research team was able to determine that over the past seven days, this brand has had 6 mentions, 1 interaction, 32,400 people reached, and 1 like. Additional insight into audience sentiments is behind a paywall.
• The chart below demonstrates the various aspects covered by this analysis.

 

Source

 

5. Marketing Strategies/Tactics

• Horwath HTL has links to its various social platforms from its website's footer: Facebook, Twitter, LinkedIn, and its website's blog. This firm has about 12,499 followers on LinkedIn and posts at least once a day. Its Twitter page has about 7,984 followers, and Facebook has about 2,665 followers. This firm is evidently keen on posting across all its social media platforms on a daily basis.
• The company website is also a great resource, specifically its publications and news pages. The publications page provides extensive insight into the hospitality industry. It presents industry reports, market reports, asset management resources, hotels & chains reports, among others. These resources are critical in improving the firm's SEO rankings and establishing it as a strong thought leader in the hotel, tourism, and leisure consulting space. The news page provides insight into the most recent happenings in the industry as well as within the farm. This page also highlights the firm's upcoming events.
• Additionally, as a member of the renowned Crowe Global, this brand is strategically placed as a leader in its industry.

Research Strategy