Investigating the Process of Valuing Investments in Intangibles: A Case Study in Safety and Security in the Multinational Hotel Industry

Safety and security have emerged as a major force driving change in the multinational hotel industry. As a problem area not well-developed in the literature but considered a crucial force influencing hotel firms' value by the multinational hotel community, safety and security provide an excellent opportunity for industry professionals and academic researchers to improve the value creation of multinational hotel firms. A research need is more urgent in the upscale sector of the industry, and thus, an upscale brand of multinational hotel firm was selected for this study. This case study investigated how a multinational hotel firm developed a process of valuing its investments in safety and security for its properties under an upscale brand. This European hotel firm operates in twenty countries with a variety of business climates. The differences in the remote environments, namely the political, economic, socio-cultural, technological, and ecological environments, presented a great opportunity to gather different views regarding safety and security investments from hotel managers. The dimensions of hotel safety and security were identified by management teams running the firm's hotels to provide scope for decision-making. With this scope, the management teams continued to develop a framework for assessing the value generated from investments in safety and security by identifying the components of an investment decision-making model. A framework as a result of this exploratory study is suggested for future research where causality can be specified and a descriptive decision-making model can be built.