Understanding the Hotel Industry as a Florist
When approaching hotels as a florist, one of the most important things to understand is who actually owns the hotel—because in most cases, hotel brands do not own their buildings. This can have a direct impact on your strategy for pitching floral services.
In this blog, we’ll break down how hotel ownership works, why hotel brands are typically not the asset owners, and how understanding this structure can help you confidently approach hotel decision-makers.
Do Hotel Brands Own Their Buildings?
A common misconception is that hotel brands like Marriott, Hilton, or Fairmont own the hotels they manage. While this was more common in the past, today’s hospitality industry has shifted towards an “asset-light” model.
Here’s how it works:
- Hotel brands focus on brand management, ensuring that hotels operating under their name meet their standards.
- Owners (often real estate investors or companies) own the hotel properties and hire brands to manage them.
- GMs (General Managers) report to both the brand and the owner, making them key decision-makers when pitching floral services.
This structure allows hotel brands to expand rapidly without the financial burden of owning real estate, while owners benefit from brand recognition and operational expertise.
Why This Matters for Florists
Understanding hotel ownership helps you position yourself strategically when offering floral services. Here’s why:
1. The GM is Your Primary Contact
Since hotel brands don’t own the building, the General Manager (GM) plays a critical role in executing the owner’s budget while ensuring the brand standards are met. That’s why your pitch should always start with the GM, as they are responsible for the hotel’s day-to-day operations and vendor partnerships.
2. The Owner’s Budget Impacts Floral Spending
Since hotel owners control the budget, floral spending can vary significantly depending on their investment priorities. Some owners allocate generous budgets for florals, while others may cut costs. This is why understanding the owner’s priorities is key to crafting a successful pitch.
3. Hotels Can Change Brands – and Budgets
A hotel you pitch today as an independent property could transition into a Marriott or Hilton tomorrow. Owners frequently switch brands to align with changing market needs. Understanding these transitions helps you stay ahead and adapt your pitch accordingly.
For example, if a hotel is moving from an independent brand to a high-end luxury brand, they may increase their floral budget to meet the elevated standards.
How to Use This Information to Win Hotel Floral Contracts
1️⃣ Start by researching the hotel’s brand and ownership structure
- Is the hotel part of a well-known brand like Fairmont or Marriott?
- Is it an independent or boutique property?
- Has it recently changed ownership or undergone renovations?
2️⃣ Approach the GM first
- Since GMs are responsible for executing brand standards, they are the best people to pitch floral services to.
- Use your industry knowledge to position yourself as the florist who can help maintain and enhance brand consistency.
3️⃣ Understand the budget conversation
- The floral budget comes from the owner, not the brand.
- GMs can advocate for a higher budget if you demonstrate the value of flowers in enhancing the guest experience.
4️⃣ Stay informed on brand transitions
- If you see a hotel rebranding (for example, changing from a Park Hyatt to a Waldorf Astoria), this could be a perfect time to pitch your services.
Already a florist and want to feel confident in your pitch to land luxury hotels? Come join over 135 florists in the 7 Day Challenge!
Keep blooming, Franceska
PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon! Discover the “cliff-notes” of our high level group coaching program, the Hotel Florist Profit Method, where you can learn more about what flowers to use, design mechanics and more on this topic!
