Deconstructing the Unsinkable Hotels Concept: A New Voyage in Themed upscale Hospitality
HHG's land-based Titanic replica aims to achieve high TRevPAR through a multi-faceted operational model. Could this be the new blueprint for immersive boutique hotels?
The next wave of experiential upscale hospitality is on the horizon. Historical Hospitality Group Inc.'s Unsinkable Hotels project is an ambitious case study in maximizing total revenue per available room (TRevPAR) by creating a self-contained destination.
Moving beyond traditional hotel metrics, Unsinkable is engineered to capture “passenger” spending across six key pillars:
Lodging
Food & Beverage Sales
Facilities Rental (weddings, conferences, and other events)
Spa & Wellness Services
Gift Shop Sales
Club Memberships (with recurring revenue)
This model, with a projected TRevPAR of approximately $819, ensures that the guest experience—and revenue generation—extends far beyond the “cabin” door. The concept leverages an incredibly powerful and recognizable brand (Titanic) to command premium pricing across all of its services, from fine dining to event space rental.
With a seasoned "crew" of executives with backgrounds at Deloitte, PwC, Baker Tilly, The Henry Ford, and Enterprise, among others, HHG plans for a flagship in Columbus, Ohio, with future sister ships in Richmond, Virginia, and Grand Rapids, Michigan. HHG is betting on a scalable model of immersion and story telling.
For industry professionals, Unsinkable presents a fascinating model to watch. It challenges the conventional hotel operating structure by fully embracing the "eatertainment" and destination venue trends, all under the umbrella of a meticulously themed upscale narrative.
What do you think? Does this multi-revenue stream model represent the future of high-end themed hospitality?
