F&B is the Differentiator for Greenwood


By Aik Hong Tan, Principal, Greenwood Hospitality Group

For Greenwood Hospitality Principal Aik Hong Tan, it’s all about the food and beverage. Greenwood Hospitality has 22 hotels in its portfolio—including two set to open in 2018. The company’s portfolio is comprised almost entirely of full-service hotels. Independents and soft brands are a growing focus for Greenwood. Tan said his company has carved out a niche differentiating F&B operations at its hotels. The fact that most of Greenwood’s properties “are not in big, sexy cities is OK,” he said.

“I don’t care what culture you come from, we all gather around food,” he said. “Food and connecting. F&B allows us to do that. People want that connection, and we want to give them the opportunity to do it. We want to differentiate ourselves through F&B. I know a lot of companies avoid it, but F&B can be a big differentiator.”

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