The Business of Hotel Franchising:

Maximising Performance & Profit

Watch the video to learn all about the course
  CPD Accredited
   Flexible Self-Paced
  ~ 30 Hours
VAT added at checkout where applicable. Non-UK businesses are usually not charged UK VAT. 

Your Progress

A 2-Week Intensive Programme for Ambitious Hospitality Professionals

Transform how you understand, manage, and grow hotel franchises. This hands-on, CPD-accredited course from Accommodate Consulting equips you with the strategic and financial tools to boost performance, protect investment, and build profitable partnerships.

Online Certificate Program

Owning a franchised hotel demands more than a signed agreement - it requires mastery of contracts, compliance, investment returns, and operational performance. This certificate equips hotel owners, investors, and asset managers to negotiate with confidence, model ROI with accuracy, and lead commercial strategies that deliver sustainable results.

Across 16 modules, you'll cover the franchise model, financial commitments, brand compliance, guest experience, loyalty programmes, and future trends - so you can make evidence-based decisions that maximise performance and profit.

What You’ll Learn

Across 16 focused modules, you’ll explore every commercial and operational lever behind successful hotel franchising — from understanding agreements to planning your exit strategy. Each day combines expert-led micro-learning videos, interactive discovery tasks, and real-world business tools designed to turn insight into action.
You’ll learn how to:
  • Analyse franchise structures and assess which model fits your investment goals.
  • Navigate agreements, compliance, and fee structures with confidence.
  • Use market and performance data (RevPAR, RGI, MPI) to make data-driven decisions.
  • Build commercial plans that maximise revenue, loyalty, and guest satisfaction.
  • Strengthen franchisor relationships and negotiate smarter deals.
  • Optimise operational performance, scale intelligently, and plan strategic exits.

Key Takeaways

Master the
franchise model &
fee stack

Negotiate agreements with confidence.

Evaluate ROI/IRR using real financial models

Optimise pricing, distribution, and channel mix.

Strengthen marketing, PR, and brand storytelling

Enhance service ROI with the OGX Loop.

Analyse loyalty penetration (RVI, Earn vs Burn)

Audit compliance; build exit-readiness plans.

Who It's For

This course is designed for:

Hotel owners and investors seeking stronger returns.

Asset managers, GMs, and franchise operators ready to deepen commercial insight.

Consultants and professionals moving into the franchised hospitality space.

Whether you manage a single property or a growing portfolio, this course helps you make smarter, data-driven decisions that increase long-term value.

How You'll Learn

This is not a passive course — it’s an applied professional journey built for results.

Expert Video Lectures

Bite-size video lectures (6 minutes each) keep learning efficient and engaging.

Discovery Tasks

Challenge you to research, analyse, and evidence real hotel scenarios.

20 Proprietary Tools

Our business tools (including Excel ROI models and performance dashboards) let you apply what you learn immediately.

3 graded assessments

Measure your progress, reinforce commercial discipline and get personalised feedback on your work.

Flexible Delivery

Self-paced online access with facilitator support means you can fit the course around your schedule while maintaining structure and accountability.

Reflection & Self- Assessment

Discovery Tasks provide guided reflection and allow you to track progress through the workbook.

Meet the Experts

Matt Hughes

Former Marriott VP and founder of Accommodate Consulting

Matt brings 20+ years' experience advising hotel owners on franchising, growth, and performance—simplifying complexity to drive clarity, scale, and results.

Felicity Jones

Partner at Watson Farley & Williams

Felicity is a leading hotel sector lawyer with 16+ years' experience advising on complex hotel, resort, and real estate transactions across EMEA and the Americas.

Thomas Emanuel

Global Hotel
Commercial Expert

Thomas has 25 years of experience across 45+ countries. He drives revenue growth, leads international teams, and advises investors through data-led insights, strategy, and performance leadership.

Jody Jacobson

Founder of
Integrated Hospitality Consulting

Jody helps hotels drive financial excellence through strategic reporting, KPI alignment, performance optimisation, and smart technology integration — partnering with global finance leaders to achieve sustainable results.

Raheel Baggia

Founder of
StraightPath Consultancy

Raheel delivers strategy, transformation, and growth solutions for hospitality brands—enhancing positioning, operations, revenue, and guest engagement in a rapidly evolving global market.

Sheila Krishnan

Founder of
SK Consultancy

Sheila brings 20+ years’ experience in commercial hotel strategy. She advises UK and European hotels on revenue optimisation, drawing on leadership roles with Hilton, Marriott, and IHG.

Ashleigh Donald

Co-Founder of
Halo Business Consulting

Ashleigh is an award-winning hospitality expert with 20+ years leading marketing for global brands, now advising on guest loyalty, strategy, and mentorship.

Graham Norris

Managing Partner
at InnPractice

Graham brings decades of global hotel leadership experience across openings, rebrands, and operations—including IHG, RBH, and five-star properties—driving performance, sustainability, and long-term resilience.

Sameer Gheewala

Aprirose Real Estate
Investment

Sameer brings 25 years of hospitality expertise, blending commercial delivery and asset management. He supports owners across the asset life cycle, balancing operations with long-term strategy to maximise returns.

Steve Julian

Seasoned Hospitality
Leader

Steve has 25+ years of experience driving commercial performance. He specialises in sales, marketing, and revenue strategy, helping hotel brands and owners unlock sustainable, profitable growth.

Frequently asked questions

What is The Business of Hotel Franchising course?

It’s a 2-week intensive online programme designed to help you master the commercial, operational, and strategic foundations of running a profitable hotel franchise. You’ll learn through short video lessons, downloadable tools, real-world case studies, and structured discovery tasks that turn theory into action.

Is the 15-day schedule fixed?

No. It’s a recommended pace. You can work faster or slower within your access window.

Can I extend my access window?

Yes. You have one no-questions-asked 7-day grace extension. If life really happens, email us—additional time may be granted case-by-case.

Will “late” labels affect my grade?

No. “Late” is only a platform tag against suggested checkpoints. No marks are deducted; it only affects the depth of feedback.

Can I defer? (No cohorts)

Because enrolment is rolling, you don’t need to “defer” to a cohort. If needed, we can reset your 45-day clock once within 6 months of purchase (subject to fair use).

Can I submit everything at the end?

You can, but we don’t recommend it—feedback will be summary-level and there may be no time for resubmission.

Time zones

All times and live references use UK time (Europe/London). The platform may show your local time—when in doubt, go by UK time.

Technical issues

Try a refresh / different browser. If it persists, email
courses@accommodateconsulting.com with screenshots and your order/enrolment email.

Is VAT added at checkout?

Our prices are listed exclusive of VAT. UK VAT is added at checkout where applicable, based on your billing details. If you’re a non-UK business customer, UK VAT is usually not charged. Please enter your company details (and VAT/tax ID if you have one) at checkout.

How is the course structured day-to-day?

Each of the 15 days includes a 6-minute focused video, a hands-on business tool (like an Excel workbook or planner), and two short discovery tasks to apply what you’ve learned. You’ll submit two milestone checkpoints during the course and a final strategic action plan at the end.

What is my access window?

You get 45 days from enrolment to complete everything. This gives plenty of buffer beyond the 15-day plan.

Are there “deadlines” without cohorts?

We use suggested checkpoints (e.g., Day 5, Day 10, Day 15) to help you pace. Submitting by checkpoints means richer, line-by-line feedback. Submissions after these points still get marked, but feedback may be shorter.

Can I pause if something unexpected happens? (“Pause & Protect”)

Yes—email us and we’ll pause your clock for up to 7 days once during your access window.

How fast is feedback?

  • Discovery Tasks & checkpoints: within 2–3 working days
  • Final submission: within 3–5 working days. Near your end date, turnaround may be tighter.

Can I resubmit after feedback?

Yes—one resubmission per task within your access window (time permitting).

Certificates

Issued once all required work is marked “Pass” typically within 3 working days of your final result.

Accessibility & adjustments

Need format, timing, or learning adjustments? Email
courses@accommodateconsulting.com in confidence—we’re here to help. All videos are closed captioned and have transcripts.

What currency do you charge?

All payments are processed in GBP (£). Your bank or card provider will handle any currency conversion.

Client Feedback

⭐⭐⭐⭐⭐

Matt brings deep expertise in the global hotel industry, combining professionalism with integrity. As a global leader, he provides valuable strategic insights that have been instrumental in shaping our projects.
Plato Ghinos
Shaner Hotel Group, President

⭐⭐⭐⭐⭐

Working with Matt Hughes was a pleasure. His leadership and communication were key to growing Marriott’s franchise community.
Matt Luscombe
Cycas Hospitality, CEO

⭐⭐⭐⭐⭐

Working with Matt Hughes on the transaction of Moxy Dublin City and the Westin Dublin’s transition to the Autograph Collection was a highly positive and profitable experience for MHL Hotel Collection. 
Paul Higgins
MHL Hotel Collection, Partner
Your success story starts here

Join a Global Network of Hospitality Leaders

Learn from seasoned franchise experts, access proprietary business tools, and connect your learning directly to your live projects. Every lesson moves you closer to operational excellence and commercial mastery in the world of hotel franchising.
Meet Your Course Facilitator

Matt Hughes

As a seasoned consultant and business strategist, I help owners and franchisees achieve exceptional results through a solution-focused, collaborative approach.