Gerald Alcock Company, LLC​​
Real Estate Appraising
and Counseling
Since 1977

The hospitality department is headed by Marcel H. Vidovic, MAI . Mr. Vidovic has been a fee appraiser for over 27 years with an emphasis on hotel valuations. He has performed over 1,100 hotel valuations totaling over five billion dollars in value. Our computerized database has well over 1,400 hotels sales and is added to on a weekly basis. The properties range from small economy motels to a wide variety of limited-service, bed & breakfast, extended stay, select service, lodges, large full-service conference centers and resorts. The majority are franchised properties but some are non-franchise boutique style hotels. The lodging department performs assignments throughout the US and is currently licensed in ten states including California, Michigan, Ohio, Illinois, Indiana, Georgia, Arizona, Oregon, Utah, and Iowa. Mr. Vidovic performs an average of 70+ hotel appraisals annually, 20% of which are in California. Past assignments have extended from Connecticut to Hawaii. Our clients include national and local lenders, municipalities, law firms, independent hoteliers and the industry's major chains. Mr. Vidovic has been quoted in several prominent newspapers and also teaches a two-hour continuing education course on the lodging industry for the Appraisal Institute . His course is approved for both real estate appraisers and brokers. Marcel is well known nationally for concluding at an accurate, unbiased market value via utilization of data that is specific to the market of the property being appraised. This includes using expense comparable data, sales data, and a detailed supply and demand analysis specific to the subject geographic area with similar financial data in relevant market sectors and franchises.

Hotel Coverage Area
  • Resort
  • Conference Centers
  • Full Service
  • Select Service
  • Extended Stay
  • Limited Service
  • Economy
  • B&B
  • Lodges

Temporary Permits
Lodging facilities are probably one of the most dynamic forms of real estate in the market today creating a unique challenge for market participants. Unlike traditional income producing properties, hotels are subject to 1 to 3 day leases, as such, these properties can be effected instantly by local or national changes. All these factors as well as financing, design changes, construction costs, technology changes, overbuilding and foreclosures can present significant challenges in the valuation of hotel properties. Our hospitality department understands the nature of this market and provides customers with the highest caliber appraisals.

Major Properties

Major Clients

  • Comerica Bank
  • Fifth Third Bank
  • Huntington Bank
  • First Citizens Bank
  • Zions Bank
  • Wolverine Bank
  • Celtic Bank
  • Talmer Bank
  • Collateral Evaluation Services
  • Flagstar Bank
  • PNC Bank
  • Froboese Realty Advisors 

  • Naniloa Volcano Resort, HI
  • Daytona Beach Resort, FL
  • Granda Hotel, CA
  • Townsend Hotel, MI
  • Renaissance, IN
  • Royal Park Hotel, MI
  • Clarion, CT
  • Atheneum, MI
  • Montvale, WA
  • Bavarian Inn, MI
  • Splash Village, MI
  • Marriott Resorts, MI
  • Holiday Inn, CA, MI, OH, MO

  • Landsby Hotel, Solvang, CA
  • S. Fork Lodge, ID
  • 20 Mile House, CA
  • Sea Garden, CA

The "Amazing Relationship" between gross domestic product vs. US Room Night Demand
GDP and hotel room demand. The following chart shows the uniqueness of the lodging industry's short term leases by comparing room night demand to US GDP. The lodging industry is the first effected by the changing economy and most prominently related to GDP.
East Office
315 E. Eisenhower Pkwy. Suite 5

Ann Arbor, Michigan 48108
​Phone: 734-994-0554

West Office
2066 N. Capitol Ave, Suite 3002
San Jose, CA 95132
​Phone: 510-859-3065