REM Editorial Team

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Company president Anne Brobyn believes it may be the only business of its kind in North America. REM recently caught up with Brobyn to learn more about her business. (This story was edited for space).

REM: How did you get into the field you call real estate tourism?

Brobyn: I’ve been in the travel and tourism industry for 35-plus years. When I first established Hibiscus I was working primarily in the development of cultural, educational and sustainable tours throughout the Caribbean and Europe. In 2005 I was asked by a Canadian developer/investor/Realtor if I would recommend four possible locations to build a Caribbean hotel and was asked to help make the necessary introductions to some of my contacts in the region. Another Caribbean project developer hired me to be their Canadian marketing representative and from there my passion for the real estate market grew.

It made sense to blend the two industries – real estate and travel – as a new niche and so I coined the phrase “real estate tourism”. I developed the consultancy side over the past 15 years and grew the business to include a full-service travel agency.

REM: What does a travel advisor who specializes in real estate tourism do?

Brobyn: We provide Realtors the opportunity to build their knowledge of destinations around the world. As we all know, the real estate corner stones are the 3Ls – Location, Location, Location. Who better to know these locations than an experienced traveller, educator and travel advisor? We train Realtors in the cultural norms, nuances, geography, history, safety and what makes a location stand out. We introduce Realtors to the local professionals who are necessary to put a deal together and make the real estate transaction possible. We send investors to look at properties and experience a destination, either on a vacation or on one of our organized real estate tours and cruises.

REM: What happens on those tours and where do you go?

Brobyn: For the past 15 years we’ve organized and led real estate cruises in the Caribbean (during our Canadian winters) and starting in 2021 we’ll have annual real estate cruises to Europe and the Mediterranean in late spring. Cruising is a way to see multiple destinations in order to narrow down the search. We also organize and lead real estate tours so agents can experience one destination in greater depth.

REM: Any other options if they don’t take one of these tours?

Brobyn: In September we are launching a series of virtual real estate tours for Realtors who don’t want to wait for the travel industry to bounce back. These will be highly educational and fun. Realtors will be immersed in the destination for a half-day, with a highly visual platform and interactive experiences. They’ll get an intimate look inside the culture, meeting real people with real stories. We’ll also learn about the process for real estate transactions in each country and meet the people who can make it happen. They’ll treat us to unique property inspections so participants can see first-hand what their money will buy. The virtual tours will be followed by optional real tours to that destination once the world opens up for safe travel. Currently we are developing in 53 countries throughout Central America, the Caribbean, Europe and the Middle East.

REM: What can go wrong if people don’t educate themselves before investing in a home abroad?

Brobyn: The stories are too numerous to mention. We’ve certainly heard some horror stories where Realtors/investors have come to us to ask our assistance in getting them out of a mess. By then it’s too late. A few I could mention without naming any countries:

• Help! There are seven titles on the same property. What do we do?
• Someone else built on our land by mistake. They actually owned the lot next door. What do we do?
• No one is getting back to us in a timely manner. We were told this would only take 30 days.

None of these were our clients by the way. Hibiscus International is not involved in any real estate transactions. We are a licensed travel and tourism company and don’t take any part of an agent’s commission or referral fees. The real estate transaction is solely between the buyer and seller agents.

REM: How do you work with real estate agents and where are they based?

Brobyn: Our agents are primarily from North America and even though we are a Canadian-owned company, the U.S. Realtors make up 75 per cent of our current clientele, but per capita, that’s just numbers. We’ve seen a trend over the past couple of years with more international Realtors wanting to come on our tours and cruises. Our new Global Realtor Community platform will be launched on the Hibiscus website, which will be open to the world. Our real estate agents have an interest in global investment and so it is our goal to bring the world together for the benefit of all.

REM: Are there certain countries that are popular places in which to buy a home at the moment?

Brobyn: The Commonwealth countries are doing well because they’re viewed as safe shelters for wealth management. They speak English so all documents are in English, they have attractive treaties and tax shelters and our Canadian banks are found in these destinations. It’s worth noting though that in most Commonwealth countries they drive on the left side of the road.

REM: What’s business like at the moment? Has COVID affected this industry?

Brobyn: Our future is looking very bright. International deals are still happening and our foreign Realtors say they are seeing signs of growth this month.

REM: How do real estate agents connect with you?

Brobyn: They can reach us through a number of channels including our new website. They can read our blogs or sign up for our newsletter. In September we will launch the Global Realtor Community membership services on our new website platform. Until then, Realtors can join our Hibiscus Global Realtor Community Group on Facebook; follow me through my personal LinkedIn page; and join the 15,000 Realtors who are connected to Hibiscus; or reach out personally through emails or the toll free number on our website.

See 25+ questions to ask before investing in real estate abroad

Diane Slawych

Diane Slawych is a contributing writer for REM.

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Tourism here generates a whopping $102 billion in annual economic activity. This spring, the federal government unveiled its new tourism growth strategy to help push that number even higher going forward.

REM recently attended a media briefing hosted by Hilton to discuss its role in this country’s economic, business and tourism growth. The focus was on the all-suites brands by Hilton. The hospitality giant is investing heavily in this model, particularly in Canada, where the all suites format made significant headway last year and is slated to be a growing presence. The event was held at the newly opened Home2 Suites by Hilton Toronto Brampton, which is paired with a Hilton Garden Inn.

It’s a double first for Hilton in the Toronto region – both the company’s initial dual-branded property in the area (the premise being that dual-branded hotels provide more versatile options for both business and leisure travelers), as well as the first Home2 Suites by Hilton there. (An all suites, affordable, extended-stay hotel option, Home2 Suites was identified at the media event as one of Hilton’s fastest-growing brands ever.)

Bill Duncan, global head of Hilton’s all suites and focused service categories, said in a news release that the GTA was selected for this particular hotel launch because its “diverse culture and rapidly expanding tourism industry” make it a perfect location to further expand Hilton’s brand footprint in the Canadian market.

The stage has already been set for future growth, with over 20 per cent of planned Hilton properties in Canada being in the all-suites category. The strongest markets for Hilton here are Ontario, Quebec and British Columbia, says Alan Roberts, global head of Embassy Suites by Hilton.

There are 17 brands under the Hilton umbrella, offering tiers of rates, services and amenities, ranging from Waldorf Astoria at the high end, to more affordable choices including Tru and Hampton by Hilton.

The all-suites brands are Embassy Suites by Hilton; Homewood Suites by Hilton; and Home2 Suites by Hilton. The all-suites hotel concept (wherein all guest accommodations are suites, incorporating a separate living space and kitchen facilities) lends itself to international and domestic business and leisure travelers alike, who enjoy the added space and amenities.

“We noticed customers asking for microwaves and fridges even back 25 years ago,” says Chuck Lodhia, vice president of JM Hospitality, which developed and manages the Brampton dual-branded hotel and various other Hilton properties.  So, when all-suites hotels came along, it was a “no brainer” for his company, he says.

It’s an under-developed segment here, making Canada a prime market, says Jeff Cury, senior director of development for Hilton, Canada. The lower dollar compared to the U.S.  doesn’t hurt either. Cury says that suite hotels are an area that is “showing tremendous growth and real opportunity” for the hotel industry.

Extended-stay, all-suite hotels are more established in the U.S. In Canada they are still somewhat misunderstood, with growing demand and plenty of opportunity for catch-up, Hilton officials say. Despite the name and the fact that they tend to be targeted to travelers staying five to 15 days, any stay length is acceptable, extended or otherwise.

It’s a concept that could be regarded as in some ways sharing market space with Airbnb. Certainly, a quick Google search indicates that competition between hotels and Airbnb is intensifying. Despite new stricter regulations, as Airbnb extends its reach and increasingly begins to target business travelers, hotels are more likely to be affected.

It’s not a simple equation though. It can be a bit like comparing apples or oranges.

“It’s two different businesses. They are rooms and we are hospitality,” says Adrian Kurre, global head of Home2 Suites by Hilton. “We think a big part of the hospitality experience is people connecting with people…. We stay focused on connection and creating memorable experiences. We need to make sure we deliver that light and warmth of hospitality, which was the position Conrad Hilton came up with when he formed the company – his vision.”

Canada has no shortage of suburban markets, which traditionally have been viewed as the extended stay bailiwick, although that has now evolved.

Also evolving are the building methods being used. Hilton opened its first modular-built hotel last year and expects modular construction to increasingly gain ground.  In this process, modules are built off-site and then shipped and assembled on location. This greatly speeds up building time.

“I think it’s the future of construction,” says Kurre. “I believe that in 15 years modular rooms will be the standard.”

Another milestone project for Hilton is its waste reduction initiative (in conjunction with the non-profit Clean the World), wherein used bars of soap from its hotels are collected and recycled into new bars.  “Hilton is recycling used bars of hotel soap to save the planet,” CNN Business reported. It was apparently among the first hotel chains to recycle soap, helping to keep it out of landfills.

Sustainability efforts are evident in other areas as well, including Home2 Suites by Hilton, the company’s “greenest” brand, with a commitment to the use of environmentally friendly products and operations, including low-flow toilets and landscaping featuring indigenous plants to minimize water usage.

Hilton prides itself on innovative development strategies that will meet the varied needs of its diverse clientele and aid in the continued growth of its international footprint, which prominently features Canada.

“The law of individual differences states that each person has different needs,” says Kurre. “It’s the same in this industry – every market is different.”

Susan Doran

Susan Doran is a Toronto-based freelance writer who has been contributing to REM since its very first issue.

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Driving across the country back in the ʼ50s and ʼ60 was a grand experience. There were small towns with local restaurants that served comfort food like cheeseburgers, french fries with gravy and Coca-Cola. You could sit in a restaurant booth, talk to the locals and hear wonderful stories about everyone in town. There were motels along the roadside where you could drive right up and park by the door of your unit. They were reasonably priced and well looked after too.

You had to save up a few bucks to make a trip like that but not near the thousands it cost in recent years. It could all be done very reasonably because the last thing anyone worried about was the price of gas. It only cost about 25 cents for an imperial gallon.

When the ʼ80s came upon us the idea of doing long trips like that went out the window and a great life experience was lost to us due to soaring gas prices and corporate greed. It became far cheaper to fly and save the money.

It also saved time, which had somehow also soared in value. All of a sudden we were calculating the cost of time, something we had never done before. We had time management and billing hours and the dreaded “time is money” come into our lives as new phrases and buzz words. It was a great loss, especially for young people.

For what it’s worth, I see a window of opportunity to bring back those days again because of the current anomaly of low gas prices. There may be a chance to once again explore our magnificent country on the road. The way it should be. Just get in the car and drive right across the country. It is the experience of a lifetime and you won’t even need a passport.

Pictures will never do justice to what you will see. You cannot capture a place like the Canadian prairie on film. Until you step out of the car and see an endless sky over 100 miles, you will never understand what that means from a picture. It may be great to fly into Regina and see the city, but it’s nothing short of spectacular to watch it emerge from the road, growing from a small dot on the horizon to become like the Emerald City from the Wizard of Oz in the middle of a wide open space, with nothing else around.

We’ll all have a chance this year to see that and more – the mountains, the valleys, Niagara Falls, the Maritimes and even the Arctic Circle. I’ll bet you have talked about it and thought about it. Now is the time you can drive to it all, with a Tim Hortons coffee on the dashboard and a snack in the glove box. Enjoy the comfort of your car, your own space. You can even sleep in it if you need to pull over and rest.

Did you know that Walmart has an unwritten policy that allows long-distance travellers in campers or cars to pull into their parking lots at night to rest without charging them? There are also rest stops in every province. I would argue that Quebec has the best ones although Ontario has some nice ones too.

A lot of the good old restaurants on the Trans Canada Highway from years ago are sadly gone now, replaced with fast-food joints. I have to give them credit though, almost all of them have clean washrooms ready for you and many are open all night. Most Tim Hortons restaurants are open 24/7. Many are in places you would never expect, such as way up in Espanola in northern Ontario.

Many say the low gas prices we have today will not last, and if they do the government will quickly add on taxes that we never had before. Either way we may not have another chance to experience the incredible road trips from yesteryear within such reasonable cost and reach. I believe the opportunity is here. Plan your summer now! I urge you to take this chance and see our beautiful country in this unique and incredible way. The way it should really be seen. You may not get the chance again.

Heino Molls

Heino Molls has been the Publisher of REM, Real Estate Magazine (formerly Real Estate Marketing), since 1989. Previous to REM, he worked as an executive at the Toronto Real Estate Board (TREB), and at the Toronto Star. Contact Heino by email or call 416-425-3504 x2.

www.remonline.com/

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