Hotel Investment: More Than a Building – Selling Experiences

At Continent Worldwide Hotels, we are launching a new article series inspired by Managing Director Ethem Zagikyan’s book “Becoming a Hotelier”. In this series, you will find not only technical insights but also the philosophy, inspiration, and vision behind hotel investments....

At Continent Worldwide Hotels, we are launching a new article series inspired by Managing Director Ethem Zagikyan's book “Becoming a Hotelier”. In this series, you will find not only technical insights but also the philosophy, inspiration, and vision behind hotel investments.

For many investors, opening a hotel may seem at first glance like constructing a building, decorating the rooms, and setting up a restaurant. But the truth is this: a hotel investment is not about bricks and furniture, it is about leaving a mark on people’s hearts and memories.

A hotel does not simply provide a bed. It becomes part of journeys, business trips, family vacations, and even life’s turning points. When a guest steps into your hotel, they don’t just receive a room key – they are handed the beginning of a new story.

Hospitality: The Stage of the “Experience Economy”

In today’s economy, it’s no longer just products or services that matter – it’s the experience.

Starbucks doesn’t just sell coffee; it sells the moment of enjoying that coffee.
Apple doesn’t just sell a phone; it sells a lifestyle.
Likewise, a hotel doesn’t just sell rooms.
A resort hotel creates memories that families treasure for a lifetime.
A city hotel quietly shares in the success stories of business leaders.
A boutique hotel tells a personal story that touches the guest’s soul.

This is why hotel investment, beyond being financially rewarding, becomes what we can call a “factory of emotions.”

The Investor’s Common Misconception: “The Building is Complete, the Job is Done”

As Ethem Zagikyan emphasizes in his book:

“A quality building, stylish rooms, and tasty food… Yes, these matter. But true success in hospitality lies in the ability to craft experiences.”

Unfortunately, many investors believe the job is over once the construction is finished. Yet hospitality truly begins the day you open the doors. The real questions are:

What experience are you promising?
How will your guest feel when they leave?
How will they talk about your hotel to others?

Buildings are built with stone. But hotels are built with brands, service, and stories that touch guests’ lives.

From the Guest’s Perspective: Not a Room, but a Story

Think about it… A couple staying at a riverside hotel in Paris won’t recall years later: “Our bed was 180 cm wide.” They will recall: “The romance we felt as we looked out the window at the city lights.”

A business traveler won’t remember the carpet color of the lobby – but they will remember the receptionist who made sure they checked out early enough to catch a critical meeting.

Guests don’t remember details – they remember emotions. That’s why every hotel is, in reality, a factory of memories.

Redefining the Role of the Investor: A “Memory Maker”

Traditionally, investors put in capital and expect returns. But in modern hospitality, a hotel investor is also:

A producer of memories that last in guests’ minds.
An ambassador of a destination’s culture and spirit.
A builder of spaces where cultural exchange happens.

Being a hotel investor is therefore not only a commercial act but also a cultural responsibility and a social contribution.

How Experiences Translate Into Profit

Now let’s connect this philosophy back to the business side. Some investors may see “emotions, stories, experiences” as abstract concepts. In fact, they are directly tied to profitability.

A loyal guest returns → occupancy increases.
A satisfied guest recommends → marketing costs drop.
A strong brand experience allows higher pricing → ADR (Average Daily Rate) grows.

Put simply: great experiences = sustainable profitability.

Coming up next: In the second article of this series, we will explore “The 5 Questions You Must Ask Yourself Before Starting a Hotel Investment.”

Stay tuned...