Hotel Asset Management
At Hotel Appraisers & Advisors (HA&A), we act as the owner’s advocate. Using data, performance metrics, and hands-on guidance, we help maximize the value of your hotel investment.
Our asset management work goes beyond reviewing monthly P&Ls. We help owners make clear decisions about operations, labor models, food and beverage strategy, capital planning, and exit timing so each property can move from underperforming to outperforming its market.
What We Do as Hotel Asset Managers
Owner Representation
- Represent ownership in discussions with brands, management companies, lenders, public partners, and other stakeholders
- Align all parties around realistic, measurable financial and strategic goals
Performance Benchmarking & Analytics
- Compare performance to relevant competitive sets and national peer portfolios
- Use STR, Kalibri, and HA&A’s proprietary data, as well as rate shopping, to identify underperformance and upside potential
- Build practical, data-driven forecasts and pro formas to support key decisions
Revenue Management & Commercial Strategy
- Review pricing, channel mix, and distribution strategy
- Evaluate group and negotiated rate strategies
- Ensure the hotel’s digital presence and commercial strategy support RevPAR and total revenue growth
Expense Control & Labor Optimization
- Evaluate labor models, scheduling practices, overtime policies, and staffing assumptions
- Identify opportunities to reduce labor expenses without degrading guest experiences
- Review major operating contracts, SOPs, and recurring expenses for efficiency and ROI
Capital Planning & ROI
- Develop multi-year capital plans tied to value creation and NOI growth
- Prioritize projects that drive ADR, occupancy, or operating efficiency
- Coordinate with architects, brands, and contractors as needed
Reporting to Owners & Boards
- Prepare concise, data-rich reports for owners, boards, lenders, and public partners
- Translate complex hotel metrics into clear, actionable recommendations
- Support decisions related to refinancing, sale, or repositioning
When Asset Management Adds Value
Our asset management services are especially valuable when:
- Ownership is not on-site and needs an independent, expert “eyes and ears”
- Performance is flat or declining, even while the market is healthy
- A property is undergoing a brand change, renovation, or repositioning
- There is a transition in ownership, partners, or board members
- Lenders or public partners (cities, counties, universities, agencies) need independent monitoring and guidance
- Poor performance dictates the need for a repositioning or turnaround strategy to improve financial performance
We have worked with a wide range of properties, from independent boutiques and design-driven hotels to public-private partnership hotels connected to convention centers, universities, and civic institutions.
Case Study:
The Charmant Hotel – La Crosse, Wisconsin
Repositioning Strategy Success Story
The Charmant Hotel is a luxury, independent, 67-room hotel located in downtown La Crosse, Wisconsin. Despite strong guest scores and a best-in-market product, the hotel’s performance suffered. Its operating model was not aligned with owners’ interests. This hotel was generating six-figure annual operating losses when the owners retained HA&A to become asset manager. Working with HA&A, the owners were able to reposition this hotel through major overhauls of its labor model and operating procedures. The hotel now generates a seven-figure annual operating profit for its owners.
HA&A was engaged as asset manager to help reposition the hotel and restore profitability. Our work included:
- Restructuring the labor model – Reviewing departmental staffing, schedules, and productivity standards to better match business levels
- Revising food and beverage operations – Assessing outlet concepts, staffing, menus, and pricing to improve margins and the guest experience
- Implementing new operating procedures – Introducing practical standards, reporting routines, and accountability measures across key departments
By combining analytics with hands-on collaboration with the hotel team, we helped the owner shift the property from a significant annual loss to nearly $1 million per year in operating profits.
How We Work with Clients
Every assignment begins with a clear scope of work and timeline. Typical engagement formats include:
- Ongoing Asset Management – Monthly or quarterly engagement with regular reporting and owner calls
- Diagnostic Reviews – One-time, deep-dive reviews of performance and opportunities
- Special Projects – Labor restructuring, operator search, franchise negotiations, pre-sale positioning, or public-private partnerships
We work with:
- Private owners and family offices
- Cities, counties, and public agencies that own hotels
- Universities and non-profits with lodging assets
- Lenders, special servicers, and other investors
Ready to Talk?
If you own or oversee a hotel and would like an independent review of performance, or a more structured asset management program, we would welcome an opportunity to talk.
Hotel Appraisers & Advisors, LLC
Chicago, Illinois
Phone: 312-526-3885
Email: hdetlefsen@hotelappraisers.com