Convert tired, underperforming hotels into something fresh, a little left of center in great locations that increase revenue on average 2.4 times without spending more than pre-opening costs, which are no more than 10% of the upfront investment. Sounds easy, right? And what a huge opportunity considering all of the struggling, neglected hotels around the world, especially those not affiliated with brands. Big opportunity, yes? Easy? Not so much, says Selina Co-Founder Rafael Museri, who very confidently says he has a leg up on any competitor because his brain trust has created its own technology to identify the best opportunities and created a concept that caters so well to millennials and Gen Z travelers, who make up about US$350 billion of the travel spend per year.
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