Struggling to get investors interested in your hotel idea?

Let me guide you through creating a hotel business plan that highlights your hotel’s unique value, making it irresistible to potential investors.

There’s nothing sexy about writing a business plan. It doesn’t sparkle like a new lobby chandelier or smell like freshly baked croissants in the breakfast room. But if you’re serious about running a hotel—not just playing house with strangers—you need one. The right plan won’t just get investors interested, it’ll stop you from making expensive mistakes.

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So what’s essential? What’s just fluff dressed up in a three-ring binder? Let’s break it down, with some real-world advice, a few chuckles, and practical steps you can actually use. And if you want the full toolkit, I talk more about this in The Hotel Owner’s Roadmap: Start, Manage, & Grow course.

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Clarify Your Concept Without the Clichés

Your business plan starts with your vision. Not some vague “luxury meets charm” nonsense. I’m talking specifics.

• What kind of property is it? A boutique inn? A coastal escape for digital nomads?

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• Who’s it for? Backpackers with podcasts? Retired couples with binoculars?

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• What makes you different from the 4 other places on your street with “heritage” in the name?

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Think of your concept like a dish on your menu. If you can’t describe it in one sentence, it’s not ready yet.

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👀 Pro tip: if you say your property is “for everyone,” your business plan is already leaking.

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Market Research: Stalk, Spy & Survey

Yes, you need numbers. But more importantly, you need intel. What’s happening around your property?

• Who are your top 3 competitors? What do they do well? What’s missing?

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• What’s the tourism trend in your area? Up? Flatlining?

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• Are you in a seasonal market or year-round destination?

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And here’s a cheeky little hack—sign up for their newsletters. See what they’re bragging about. You’ll know what you’re up against and get some good ideas (or terrible ones to avoid).

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Target Market: Stop Guessing, Start Profiling

You’re not building for “travellers.” You’re building for your traveller. Give them a face, a name, a suitcase brand.

• Are they leisure or business?

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• Solo, families, couples?

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• Are they here to relax, work, heal, party, or escape?

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Once you know who they are, everything—from room design to breakfast options—gets easier. Your plan needs to show you know your guest better than they know themselves.

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Financial Forecasts: Numbers Without Nonsense

Here’s where many plans either start lying or start snoozing. Don’t do either.

You need:

• Startup costs (be honest—even the stuff you hope won’t go over budget)

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• Operating costs for the first 12–24 months

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• Revenue projections (occupancy rates × average daily rate × 12 months)

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• Break-even point

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Skip the 40-page spreadsheet. Just make it real, believable, and based on what you’ve researched.

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Operations Plan: Who’s Doing What, and How?

This is where your investor—or you at 3 a.m.—wants answers:

• Who’s managing the property?

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• How are you handling bookings, cleaning, maintenance?

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• What systems will you use?

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And yes, if your answer is “me,” be prepared to show how you won’t burn out by month six. (Been there. It’s not pretty.)

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Marketing Strategy: Don’t Just Say “Social Media”

Too many plans stop at “we’ll use Facebook.” That’s not a plan. That’s a shrug in a hoodie.

Your plan should cover:

• Your unique value proposition (UVP)

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• Branding—what emotions do you want guests to feel?

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• Your booking channels (direct vs OTAs)

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• Pre-launch and launch marketing tactics

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What to Skip: Fancy Filler & Fluffy Forecasts

Not everything deserves a spot in your business plan. Here’s what to leave on the cutting room floor:

• Generic mission statements

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• “We aim to please” paragraphs

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• Inflated occupancy numbers based on hope, not history

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• Buzzwords like “world-class,” “bespoke,” or “synergy”

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You don’t need to impress with corporate speak. You need to convince with clarity.

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💡 Need more? I walk you through crafting a killer business plan in “The Hotel Owner’s Roadmap: Start, Manage, & Grow” course.

What’s one thing you’ve added (or left out) of your hotel business plan that worked well?

Let me know in the comments.

Here are the 5 key takeaways of this episode.

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In Conclusion

A well-written hotel business plan doesn’t just sit in a drawer. It guides your decisions. It keeps you grounded when costs rise and excitement fades. And it helps others believe in your vision too. Whether you’re pitching to investors or pitching yourself out of a panic, your plan is your compass.

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Get this right, and everything else—design, staffing, marketing—becomes easier.

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Want the full blueprint? Check out The Hotel Owner’s Roadmap: Start, Manage, & Grow for the templates, tools, and support you’ll wish you had sooner.