EVERY FACET. EVERY DETAIL.
PIP-compliant transformations under Marriott, Hilton, Hyatt, and IHG flags — turnkey from assessment through brand walkthrough.
Crystal Hospitality Group is a hotel conversion contractor managing brand conversions and flag changes for luxury and full-service properties. We translate the Property Improvement Plan into a buildable scope, coordinate with the incoming brand’s design team, and deliver the full interior and exterior renovation under one contract — brand-compliant on day one, supported by in-house millwork and stone fabrication.
Owners and owner’s representatives engage us turnkey or as the general contractor executing a conversion their team already manages — we deliver the build to brand spec either way.
A flag change repositions an existing hotel under a new brand. Before construction begins, the incoming brand publishes a Property Improvement Plan (PIP) — the spec that defines what must be replaced, refinished, or rebuilt to meet the brand standard. We translate that document into a buildable scope, sequence the work against the franchise activation date, and deliver against it on a timeline the owner and brand both accept.
Most conversions touch the entire property — guest rooms, lobby, public spaces, F&B outlets, signage, technology stack, and exterior — and we coordinate the categories against a single delivery schedule. The work runs in phases so the property keeps generating revenue where the brand permits operation and goes dark only where the PIP requires it.
We deliver the full scope a flag conversion requires — from the moment the PIP lands on the owner’s desk to the moment the new keycard reader goes live.
We read the PIP line by line, walk the property against it, and produce a buildable scope of work with quantities, alternates, and a preliminary budget. Owners get a clear view of what is required, what is optional, and where value engineering can recover budget without breaking brand.
Brand design teams set the standard; we meet it. We coordinate finishes, FF&E specifications, signage, and technology against the brand’s published prototype, document approvals through the brand portal, and surface conflicts before they hit the floor.
Most contractors specialize in one. We handle both — guest rooms, corridors, lobby, F&B, meeting space, façade, porte-cochère, pool deck, signage. A single accountable team across the envelope means fewer interfaces and fewer change orders at the brand walkthrough.
We procure and install Furniture, Fixtures, and Equipment (FF&E) against the brand spec, coordinate exterior and interior signage replacement, and stage the technology cutover (keycard locks, property management system integration, in-room entertainment) so the flag transition lands on the franchise activation date.
We have completed conversions and renovations under Marriott, Hilton, Hyatt, and IHG flags, working against each brand’s published standard (design, finishes, FF&E, signage, technology) and finishing inside spec. Properties we have converted operate as compliant assets the day the new flag goes live.
Brand changes we have delivered, with the scope, timeline, and the flag they finished under. Filter by brand or by service type.
Planning a brand change? Share the PIP and your franchise activation date. We will respond within one business day with a scope translation and a preliminary timeline.
