Hotel Equities
Hotel Equities is a privately held third-party hotel management and development firm operating 300+ hotels across the US, Canada, the Caribbean, and Latin America for institutional owners, brand franchise partners, and independent investors through base and incentive management fees.
- Company typePrivate
- Founded1989
- HeadquartersAtlanta, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What Hotel Equities does
Hotel Equities is a privately held, third-party hotel management and development company founded in 1989 by Fred Cerrone and headquartered in Alpharetta, Georgia. Following the May 2025 strategic merger with Springboard Hospitality, the combined entity operates more than 300 hotels across the United States, Canada, the Caribbean, and Latin America through four specialized divisions: Full Service (luxury and premium hotels), Focused Service (select-service branded hotels), Springboard Hospitality (independent, boutique, and resort properties), and Outdoor Hospitality (29 Postcard Cabins destinations managed as part of Marriott Bonvoy's Outdoor Collection). The company serves hotel owners, institutional investors, and high-net-worth individuals by providing asset management under long-duration contracts, with revenue earned through base management fees structured as a percentage of hotel revenue and/or gross operating profit, plus incentive fees tied to performance benchmarks, supplemented by pre-opening development services and capital planning.
The underlying technology stack is anchored by Oracle NetSuite ERP integrated with Oracle Hospitality OPERA Cloud property management and MICROS Simphony Cloud POS, supported by the proprietary Hospitality Intelligence (H.I.) Platform for revenue management and portfolio analytics. HE Labs, launched in 2026 and led by Brian Jenkins, is the company's innovation and incubation division for evaluating AI-driven workflows and emerging operating models. Hotel Equities holds preferred management partner status with Marriott, Hilton, Hyatt, IHG, Choice, Wyndham, and Best Western, and operates a multi-brand portfolio spanning more than 60 franchise brands. Internal talent development programs (MIT, MDP, HERO GM) maintain portfolio turnover below 20% and place MDP alumni in roughly 25% of managed properties' key leadership roles.
Hotel Equities pursues growth through new management contract wins, affiliate integration, vertical expansion (outdoor hospitality, lifestyle, resort), and geographic extension (Caribbean and Latin America under dedicated divisional leadership). Recent operating indicators include 49 new open-and-operating assets signed in 2024 out of 66 total new deals, 32 consecutive months of RevPAR Index (RPI) growth, and forecast accuracy of 0.7% year-to-date with 1.1% long-term accuracy. The company employs 11,000+ team members across hotels and corporate offices, supported by nine regional and corporate offices.
Hotel Equities firmographics
Firmographics- Name
- Hotel Equities
- Legal name
- Hotel Equities
- Website
- https://hotelequities.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Hotel Equities is a privately held third-party hotel management and development firm operating 300+ hotels across the US, Canada, the Caribbean, and Latin America for institutional owners, brand franchise partners, and independent investors through base and incentive management fees.
- Ownership category
- akta.pro rank
Hotel Equities industry classification
Industry- Product category
- Hotel Management Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Hospitality (Hotel) Property Management (BPAJAGAG)
- akta.pro secondary industries
- Budget Hotel Chains & Franchises (THAGABAM), Urban & Downtown Full-Service Hotels (THAGAAAA), Design-Led Boutique Hotels (THAGADAA)
Keywords
Where Hotel Equities is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Hotel Equities business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hotel Management Services: Third-party hotel management services where Hotel Equities operates hotels on behalf of ownership groups, earning management fees typically structured as a percentage of revenue and/or gross operating profit, plus potential incentive fees based on performance benchmarks.
- Development Services: Hotel development and pre-opening services including brand selection, PIP planning, design compliance, pre-opening, and post-launch commercial ramp for new hotel developments and conversions.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Hotel Equities product offering
Product offeringCore offering
Hotel Equities is a third-party hotel management and development company that operates, brands, and develops hotels on behalf of property owners, institutional investors, and brand partners. The company manages 300+ properties across full-service, focused-service, lifestyle, resort, and outdoor hospitality segments in the US, Canada, the Caribbean, and Latin America, complemented by development services, support services, and an innovation platform (HE Labs).
Product overview
Hotel Equities is a multi-segment hospitality operator and developer managing 250+ hotels across the United States, Canada, Caribbean, and Latin America. The company operates through four specialized divisions: Full Service (luxury and premium hotels), Focused Service (select-service branded hotels), Springboard Hospitality Lifestyle Division (independent and boutique properties), and Outdoor Hospitality (Postcard Cabins). Core services include hotel management, development, and support services. The company operates HE Labs, its dedicated innovation and incubation platform for evaluating AI and emerging technologies to improve owner returns. The May 2025 merger with Springboard Hospitality combined two complementary platforms into a scaled entity spanning branded and independent segments.
Differentiator
Problem solved
Functional benefit
Brands
- Springboard Hospitality: Lifestyle division of Hotel Equities managing independent, boutique, and resort properties with expertise in commercial strategy and technology leadership.
- HE Labs
Products and services
- Hotel Management Services Full-service third-party hotel management for property owners, REITs, private equity, and institutional investors across full-service, focused-service, lifestyle, resort, and outdoor hospitality segments under major brand families including Marriott, Hilton, Hyatt, IHG, Choice, and Wyndham.
- Hotel Development Services End-to-end hotel development services for owners and investors, including site selection, brand selection, design coordination, construction management, and pre-opening support for new-build and conversion projects.
- Support Services Centralized operational support services for managed properties, providing shared capabilities in revenue management, procurement, technology, training, and back-office functions across the portfolio.
Quantifiable outcome
- RevPAR Index (RPI) growth for 32 consecutive months through market share gains
- +3 more outcomes
Companies that use Hotel Equities
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Hotel Equities technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature3 records
Hotel Equities partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- Springboard HospitalitycoreStrategic merger effective May 1, 2025 combining Hotel Equities' scaled North American branded hotel portfolio with Springboard's specialty in independent, lifestyle, and resort properties. Springboard CEO Ben Rafter leads combined company as CEO; Hotel Equities' former CEO Brad Rahinsky serves as chairman. Creates combined entity managing 300+ hotels across US, Canada, Caribbean, and Latin America.
- Trust HospitalitycorePartnership with Trust Hospitality for Caribbean and Latin America market expansion. Trust provides local market expertise while Hotel Equities provides operational discipline and commercial strength. Brought forth opportunity to manage first new hotel development in USVI in over 30 years.
- Marriott InternationalcorePreferred management partner across Marriott brands including Marriott Select Brands, Premium & Luxury hotels. HE recognized as top-performing franchise management company for multiple quarters. Manages AC Hotels, Residence Inns, TownePlace Suites, SpringHill Suites, Fairfield Inn & Suites, and others. Postcard Cabins part of Marriott Bonvoy Outdoor Collection.
- HiltoncorePreferred management partner across Hilton brands including Hampton by Hilton, Tru by Hilton, Home2 Suites by Hilton, Curio Collection by Hilton, Tapestry Collection by Hilton, AC Hotels (joint), and others. First Hampton by Hilton in St. Thomas, USVI. Hilton Connie Award winner.
- HyattcorePreferred management partner across Hyatt brands as part of multi-brand operating model
- IHGcorePreferred management partner across IHG brands as part of multi-brand operating model
- Choice Hotels InternationalcorePreferred management partner for Ascend Hotel Collection - managed The Quincy Hotel Washington DC as first Ascend property in DC market
- Wyndham Hotels & ResortscorePreferred management partner across Wyndham brands including Trademark Collection by Wyndham (Hotel Retlaw)
- Best WesterncorePreferred management partner across Best Western brands as part of multi-brand operating model
- Oracle NetSuitecoreSelected Oracle NetSuite as integrated cloud ERP to support comprehensive business operations. Enables financial consolidation, multi-currency management (via NetSuite OneWorld), CRM, and integration with property management systems (Oracle Hospitality OPERA Cloud) and POS (MICROS Simphony Cloud POS). Exploring AI solutions for data warehousing and financial reporting.
- Green Key GlobalminorPartnership with hospitality industry's leading sustainability certification program. Encourages and supports managed properties in pursuing Eco Rating Certification for energy efficiency, waste reduction, and environmentally responsible operations.
- In Good CompanyminorTraining partnership providing programs for GMs, role reevaluation for hiring, and expanded recruiting efforts in organizations and communities serving individuals with disabilities. Pilot program involved 6 initial properties, extending to 50 more in 2025.
- Procure Impact & AHLAminorJoined 22 hospitality leaders in collective pledge to dedicate over 100,000 hours of work to support overlooked and underserved populations, leveraging purchasing power to better communities served.
- The Hotel GroupcoreAffiliate of Hotel Equities since 2021. Award-winning hotel management company celebrating 40 years managing 21 award-winning hotels. Founded 1984 by Edmond Lee; principals Doug Dreher and Randy Meyer. Active in Pacific Northwest and Midwest US regions. Strategic partnership provides additional resources, support, and collaborative growth opportunities.
- Greenwood HospitalitycoreAffiliate of Hotel Equities. Opened The Publisher, a Tribute Portfolio Hotel in Fredericksburg, VA. Manages AC Hotel Wichita Downtown (Greenwood as operator). Provides lifestyle and boutique hotel expertise within HE portfolio.
- JONO DevelopmentscoreDevelopment partnership to open Moxy Halifax Downtown - first Moxy hotel in Canada. Co-owned development with Hotel Equities as operator. 160-room hotel in downtown Halifax featuring stylish, playful experience with architecture, entertainment, smart technology, and craft F&B.
- Beechwood PinnaclecoreCo-owner and developer partnership for AC Hotel Kansas City Downtown in historic Rialto Building. Beechwood Pinnacle as developer with Hotel Equities as operator. 239-key property opened October 2024. Also co-owners with VCC (general contractor) and Campo Architects.
- TAJ HospitalitycoreSelected to manage 13 hotels owned by TAJ Hospitality across Lubbock, Texas, bringing portfolio to 29 hotels in state. TAJ founded by Henry Patel with 40+ years experience, led day-to-day by Aviraj Patel. Family-owned organization built on homegrown hospitality philosophy.
- Marriott International (Postcard Cabins)coreMarriott acquired Postcard Cabins (29 properties featuring tiny homes and cabins) and HE was chosen to manage these as part of Marriott Bonvoy's Outdoor Collection. HE manages 30+ outdoor hospitality destinations including Postcard Cabins, one of fastest-growing brands in the collection.
- GEM Real Estate PartnerscoreOwner of Sun Mountain Lodge - 2,000-acre mountain resort overlooking Washington's Methow Valley. One of Pacific Northwest's most distinctive year-round destination resorts. HE assumes management to optimize leisure demand, elevate F&B, and enhance group and experiential programming.
- VCCminorGeneral contractor and co-owner in AC Hotel Kansas City Downtown development project alongside Hotel Equities and Beechwood Pinnacle.
- Campo ArchitectsminorArchitect and co-owner in AC Hotel Kansas City Downtown development project. Designed reimagining of historic Rialto Building.
- Exceptional HumansminorAC Hotel Kansas City Downtown partnered with organization dedicated to empowering individuals with diverse abilities, hosting job training sessions and creating employment opportunities.
Scale indicators12 records
Recent moves11 records
Expansion highlights6 records
Hotel Equities competitors and assessment
Company assessmentDirect peers
- Aimbridge Hospitality: Largest third-party hotel management company in North America, managing a multi-brand portfolio spanning full-service, focused-service, and resort properties. Directly comparable asset-light management model with similar brand-partner economics to Hotel Equities.
- Highgate Hotels: Major third-party hotel operator and investor with a multi-brand portfolio across the US, Caribbean, and Europe. Comparable in its asset-light third-party management strategy, scale, and brand partner breadth to Hotel Equities.
- Crestline Hotels & Resorts: Independent third-party hotel management company operating premium-branded and select-service hotels across North America. Closely comparable as a similarly scaled private multi-brand management platform.
- Davidson Hospitality Group: Third-party hotel management and real estate company with a multi-brand portfolio spanning lifestyle, luxury, and select-service. Highly comparable lifestyle/independent + branded segment mix to Hotel Equities post-Springboard merger.
- Sage Hospitality Group: Hotel management, investment, and development company operating branded full-service, focused-service, and independent lifestyle properties. Comparable hybrid branded/lifestyle model and owner-focused fee structure.
- TPG Hotels & Resorts: Third-party hotel management company with a multi-brand portfolio across full-service and select-service segments. Comparable asset-light operator model targeting institutional hotel owners.
- Hospitality Ventures Management Group (HVMG): Private third-party hotel management company operating branded full-service, focused-service, and lifestyle properties. Comparable mid-to-large scale multi-brand management platform with owner-aligned fee structure.
- Vesta Hospitality: Hotel management and development firm operating branded and independent properties across the western US. Comparable third-party operator with similar brand partner relationships and management fee model.
- PM Hotel Group: Third-party hotel management company operating branded full-service, focused-service, and resort properties. Comparable asset-light management model targeting institutional owners with multi-brand portfolio strategy.
Emerging players
- North Central Group: Hotel management and development firm operating branded select-service and extended-stay properties primarily in the Midwest US. Comparable third-party operator at smaller scale with overlapping brand relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Hotel Equities social profiles
Digital presenceHotel Equities compliance and trust
Trust signalCompliance1 record
Hotel Equities financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hotel Equities leadership team
Management profileNumber of profiles
Profiles13 records
Hotel Equities subsidiaries and ownership
Company hierarchySubsidiaries8 records
Hotel Equities funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hotel Equities M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hotel Equities
What does Hotel Equities do?
Hotel Equities is a third-party hotel management and development company that operates, brands, and develops hotels on behalf of property owners, institutional investors, and brand partners. The company manages 300+ properties across full-service, focused-service, lifestyle, resort, and outdoor hospitality segments in the US, Canada, the Caribbean, and Latin America, complemented by development services, support services, and an innovation platform (HE Labs).
Is Hotel Equities a public or private company?
Hotel Equities is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hotel Equities founded?
Hotel Equities was founded in 1989. It employs 5,001 to 10,000 people.
Where is Hotel Equities based?
Hotel Equities is headquartered in Atlanta, United States, in the North America region.
How does Hotel Equities make money?
Two revenue lines are on record. Hotel Management Services are the primary driver. The others are development Services.
Who are Hotel Equities's main competitors?
Direct peers on record are Aimbridge Hospitality, Highgate Hotels, Crestline Hotels & Resorts, Davidson Hospitality Group, Sage Hospitality Group, TPG Hotels & Resorts, Hospitality Ventures Management Group (HVMG), Vesta Hospitality and PM Hotel Group. North Central Group is listed as an emerging player.
Does Hotel Equities have an API?
No public API is recorded for Hotel Equities.
What industry is Hotel Equities in?
Hotel Equities's product category is Hotel Management Services. Its primary akta.pro industry code is BPAJAGAG, Hospitality (Hotel) Property Management, with a secondary code of THAGABAM, Budget Hotel Chains & Franchises. Its NAICS code is 72111 and its SIC code is 7011.