# Reposition before rebrand: a Brussels hotel asset case

Page: https://stenobird.com/podcast/the-future-of-hospitality-7482768/reposition-before-rebrand-a-brussels-hotel-asset-case
Text version: https://stenobird.com/podcast/the-future-of-hospitality-7482768/reposition-before-rebrand-a-brussels-hotel-asset-case.md
Podcast: [The Future of Hospitality](https://stenobird.com/podcast/the-future-of-hospitality-7482768)
Published: 2026-06-28T10:04:36+00:00
Episode link: https://podcasters.spotify.com/pod/show/alon-shkuri/episodes/Reposition-before-rebrand-a-Brussels-hotel-asset-case-e3kasik
Audio file: https://anchor.fm/s/10480bf24/podcast/play/120991764/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-28%2F426968071-44100-2-a0f4e55828a47.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-future-of-hospitality-7482768/episodes/reposition-before-rebrand-a-brussels-hotel-asset-case
Duration seconds: 2146

## Resource

The rebrand only adds value once the segmentation and product are fixed. Learn how a bold wholesaler cut rebuilt rate quality and moved RGI from 81 to 110. In this episode Luc Boschmans interviews Sophie Richard, who leads European asset management for M&L Hospitality and chairs HAMA Europe. - Cut a low-rated wholesaler base, accepting 13 percent occupancy loss to rebuild higher-quality rate - Sequence segmentation and product before rebranding so the brand change adds value - Treat aging product as a cleanliness and rate problem, not just a renovation line - Review segmentation yearly rather than every five years Sophie shares the full Brussels Midi case, from the segmentation cut to the four-star classification. Follow The Future of Hospitality for weekly insights into hospitality, hotels, and guest experience. Disclaimer: This podcast shares stories, experiences, and opinions from hosts and guests. They are personal perspectives only and not statements of fact or official advice from The Future of Hospitality

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## Transcript

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