The Owner Is Not The Brand

Understanding Hotel Operations to Land Floral Accounts

When approaching hotels as a florist, understanding the key players is critical. One of the biggest misconceptions is assuming the hotel owner and the brand are the same. This couldn’t be further from the truth.

In this blog, we’ll demystify the structure of hotel operations, explain why the owner is not the brand, and how knowing this can help you build stronger relationships with hotel decision-makers—ultimately landing you more floral contracts. Listen to the full podcast episode here.

Who’s Who in Hotel Operations

At the heart of every hotel is a division of responsibilities between the owner and the brand. Here’s the breakdown:

1. The Owner:
   • Owns the asset (the building or land) and is primarily concerned with the financial return on investment (ROI).
   • Often, they are not emotionally invested in the guest experience. Their focus is on maximizing profits and minimizing expenses.
2. The Brand:
   • Hired by the owner to manage the property.
   • Responsible for maintaining brand standards, meeting performance metrics, and creating a memorable guest experience.
3. The General Manager (GM):
   • Serves as the on-property representative of the brand.
   • Acts as the liaison between the brand and the owner, ensuring the budget and brand standards are upheld.
   • The GM is your main point of contact when pitching floral services.

Understanding these roles is key to tailoring your pitch and knowing who ultimately makes the decisions.

Why This Matters for Florists

When you pitch your services, you’re dealing with the operations side of the brand, not the owner. This means:

• The GM’s primary concern is executing the budget set by the owner while aligning with brand standards.
• The GM may not have full control over the floral budget but plays a significant role in recommending and approving vendors.
• Building a relationship with the GM can lead to opportunities not just at their current property but also at future properties as they move through their career. If you are considering approaching a GM, be sure to check out this blog so you can catch them at a good time.

Tips for Building Relationships with GMs

1. Understand Their Perspective:
   GMs are balancing brand standards, guest experience, and ownership expectations. Approach your pitch with solutions that address all three.
2. Focus on Brand Standards:
   Every hotel brand has specific guidelines for florals, from color palettes to arrangement sizes. Tailor your pitch to show how you can meet or exceed these standards.
3. Be Persistent but Professional:
   If a GM says, “I don’t know,” don’t stop there. Use clarifying questions to uncover information:
   • “Are you considering a new floral partner this year?”
   • “What’s your process for reviewing proposals?”

Planting Seeds for Long-Term Success

Building relationships with GMs isn’t just about landing one account—it’s about creating opportunities for future growth. For example:

• A GM who loves your work may bring you on board at another property.
• Even if a GM doesn’t hire you immediately, they may refer you to another decision-maker or property.

Think of every interaction as planting a seed. Just because it doesn’t bloom immediately doesn’t mean it won’t flourish later.

Why “The Owner is Not the Brand” Matters

This distinction is crucial for understanding how decisions are made within a hotel. The owner sets the budget, the brand enforces standards, and the GM ensures both are executed. By knowing who does what, you can confidently navigate conversations and position yourself as the ideal floral partner.

Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 135 florists in the 7 Day Challenge! It’s packed with actionable insights to help you succeed.

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!