Auro Hotels
- Company typePrivate
- Founded1973
- HeadquartersGreenville, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
Auro Hotels firmographics
Firmographics- Name
- Auro Hotels
- Legal name
- Auro Hotels
- Website
- https://aurohotels.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Auro Hotels 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 industry
- Business & Corporate Full-Service Hotels (THAGAAAE)
Keywords
Where Auro Hotels is headquartered
LocationHeadquarters
- HQ city
- Greenville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Auro Hotels business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Hotel Management Fees: Auro Hotels earns revenue through hotel management agreements with property owners, providing full-service and select-service hotel operations including sales, marketing, accounting, design, construction oversight, and revenue management. The company also has ownership stakes in many of the hotels it manages.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Auro Hotels product offering
Product offeringCore offering
Auro Hotels owns, develops, and manages upscale and select-service hotels under Marriott, Hilton, Hyatt, and Wyndham brands, delivering full-service hotel operations including sales, marketing, accounting, revenue management, design and construction oversight, food and beverage, and engineering services to hotel property owners and investors. Beyond third-party brand management, the company also operates proprietary lifestyle food and beverage concepts such as Juniper, Roost, Oak & Honey, and Paloma as standalone consumer destinations, and pursues mixed-use real estate development such as the $500M+ Falls Park Conference District in Greenville, SC.
Product overview
Auro Hotels is a family-owned hospitality management company operating a diversified portfolio of nearly 40 hotels across six US states and two countries (US and India), under Marriott, Hilton, Hyatt, and Wyndham brands. The company offers a unified platform of three core services: Hotel Management Services (operations, revenue management, sales, marketing, HR, technology, engineering, accounting & finance), Investment & Development Services (real estate, design & construction, asset management), and Lifestyle & F&B Services (unique dining concepts and soft brand operations). The portfolio includes full-service properties (AC Hotels, Marriott, Renaissance, Westin, Embassy Suites, Hyatt Regency), select-service hotels (Fairfield, Courtyard, Delta, LaQuinta, Hilton Garden Inn, Hampton Inn), extended-stay properties (Residence Inn, SpringHill Suites, Home2 Suites, TownePlace Suites), and proprietary food & beverage outlets (Juniper, Paloma, Oak & Honey, Roost, Perfect Buns, The Press Room, Meeting Grounds, Seratonic). The company manages approximately 7,000 guest rooms and operates its own restaurant and entertainment venues.
Differentiator
Problem solved
Functional benefit
Products and services
- Hotel Management Services Comprehensive hotel management covering operations, revenue management, sales, marketing, HR and talent development, technology, engineering services, and accounting and finance for full-service, select-service, and extended-stay hotels under the Auro Hotels owner services platform.
- Investment & Development Services Real estate services including market growth tracking, new development and acquisition opportunities, plus design and construction project management, and asset management for hotel investors and property owners seeking professional performance optimization.
- Lifestyle & F&B Services Lifestyle hotel services and food and beverage operations creating unique dining concepts merged with each hotel's story and community personality, including lifestyle division soft brands and marketing and branding support.
- Juniper American and gin bar dining concept with 150 seats at the AC Hotel Greenville, serving consumers as a standalone food and beverage destination.
- Roost Free Range Kitchen & Bar Contemporary American and Southern cuisine restaurant with 180 seats located in downtown Greenville, open to the public as an owned Auro F&B concept.
- Oak & Honey California and Mediterranean cuisine restaurant with 72 seats at the Residence Inn Greenville Downtown, open to consumers as an owned Auro F&B concept.
- Paloma Spanish and Contemporary American restaurant with 138 seats offering a cocktail bar and dining room in downtown Greenville, open to consumers as an owned Auro F&B concept.
- Perfect Buns Burger bar with walk-up window service at 20 East Broad Street, Greenville, SC, operated as an owned Auro quick-service F&B concept.
- The Press Room Cocktail bar with 36 seats offering craft cocktails and an intimate atmosphere in downtown Greenville, operated as an owned Auro F&B concept.
- Meeting Grounds Market & Cafe Market and cafe serving breakfast and lunch at 220 N Main St, Greenville, SC with indoor and outdoor capacity of 40, open to consumers.
- Seratonic Venue & Lounge Music and entertainment venue, private event space, bar and restaurant with a capacity of 300 in downtown Greenville, operated as an owned Auro F&B and event concept.
- Villa Cavi Puducherry 14-room boutique-style hotel at No.5, Saint Martin Street, Near Chief Secretariate, Puducherry, India, operated as a standalone Auro boutique lodging offering open to consumers.
Companies that use Auro Hotels
Customer profileSegments2 records
Ideal customer profiles2 records
Auro Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Auro Hotels partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- The Furman Co.coreAuro Hotels is partnering with The Furman Co. on the $500 million+ Falls Park Conference District development in Greenville, SC. Auro Hotels purchased the Bowater Building property at 55 E. Camperdown Way for $31.25 million in December 2024 as part of this mixed-use development anchored by a downtown conference center. This represents Auro Hotels' single largest investment in Greenville to date.
- T2 HospitalitycoreAuro Hotels partnered with T2 Hospitality to add the Courtyard by Marriott Greenville Downtown (135-room hotel at 50 W. Broad St.) to its portfolio. This partnership expanded Auro Hotels' downtown Greenville presence.
- United CommunityminorUnited Community is a partner in the Falls Park Conference District project led by The Furman Co. alongside Auro Hotels and Hines, contributing to the $500 million+ mixed-use development.
- HinesminorHines is a partner in the Falls Park Conference District project alongside The Furman Co. and Auro Hotels, contributing to the $500 million+ mixed-use development in Greenville.
- Marriott InternationalcoreAuro Hotels operates 28 Marriott-branded properties across the southeastern US and India as a franchise partner, earning the Marriott Partnership Circle Award and induction into Marriott's Partnership Circle Hall of Fame. Marriott brands include Courtyard, AC Hotel, Delta Hotels, Fairfield Inn, Residence Inn, SpringHill Suites, TownePlace Suites, The Westin, and Renaissance.
- Hyatt Hotels and ResortscoreAuro Hotels operates Hyatt-branded properties including Hyatt Regency Greenville and Hyatt Regency Suites Atlanta Northwest. DJ Rama serves on the Owners Advisory Council of Hyatt Hotels and Resorts.
- Hilton WorldwidecoreAuro Hotels operates Hilton-branded properties including Embassy Suites, Hampton Inn & Suites, Hilton Garden Inn, and Home2 Suites across their portfolio.
- Wyndham Hotels & ResortsminorAuro Hotels operates LaQuinta Inn & Suites Atlanta Airport North under Wyndham brands.
- American Hotel & Lodging Association (AH&LA)coreHP Rama served as Past Chairman of AH&LA, the largest hotel association in the world. DJ Rama serves as a director on the AH&LA Board and as co-chairman of the Owners Council. The company hosts the Rama Scholarship for the American Dream through the AH&LA Foundation.
- Asian American Hotel Owners Association (AAHOA)coreHP Rama is the founding Chairman of AAHOA and has received the AAHOA Outreach Award for Philanthropy and the AAHOA Oberoi Award for Excellence. Auro Hotels maintains an active partnership with the association.
- Clean the WorldminorAuro Hotels participates in the Clean the World Partnership & Program as part of its sustainability and community impact initiatives, supporting hygiene and sanitation efforts.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Auro Hotels competitors and assessment
Company assessmentBroad incumbents
- Aimbridge Hospitality: One of the largest third-party hotel management companies in North America (post-Interstate merger), managing a deep portfolio of Marriott, Hilton, Hyatt, and IHG properties. Directly comparable to Auro's franchise-based, multi-brand management model — just at substantially larger scale and with broader brand and geographic mix.
- Highgate Hotels: Vertically integrated hospitality platform combining third-party management, ownership, and development across luxury, lifestyle, and resort segments with deep Marriott, Hilton, Hyatt, and IHM relationships. Comparable operating model to Auro with stronger investment/development arm.
Direct peers
- Pyramid Hotel Group: Privately held, Boston-area third-party hotel management and development firm operating full-service, select-service, and extended-stay properties under major franchise brands. Closely comparable to Auro in size, multi-brand strategy, and combined owner-operator business model.
- Crescent Hotels & Resorts: Privately held hotel management company operating upscale and luxury full-service, select-service, and lifestyle properties under Marriott, Hilton, Hyatt, IHG, and independent flags. Direct peer in franchise-led third-party management with comparable property count and brand-stacking approach.
- White Lodging: Privately held, family-influenced hotel management, ownership, and development company focused on Marriott, Hilton, Hyatt, and IHG properties with strong Midwest/Southeast concentration. Highly comparable to Auro across management services, select-service/full-service mix, and family-led ownership profile.
- GF Hotels & Resorts: Hospitality management and asset management firm operating full-service, select-service, and extended-stay properties under major franchise brands. Notably connected to Auro via former GF CIO Jay Burnett, now Auro's EVP Investments & Development.
- New Castle Hotels & Resorts: Privately held hotel management and development company operating Marriott, Hilton, Hyatt, and IHG full-service and select-service properties, often as owner-operator. Closely comparable to Auro in size, franchise mix, and dual management/ownership model.
- Hersha Hospitality Management: Third-party hotel management subsidiary focused on lifestyle, boutique, and soft-branded independent collections across major franchise brands. Comparable to Auro's Lifestyle & F&B division and operations-led management model.
- Hospitality Ventures Management Group (HVMG): Privately held third-party hotel management and asset management firm operating full-service, select-service, and lifestyle properties under major franchise brands. Comparable to Auro in size, management-fee model, and franchise-brand portfolio strategy.
Emerging players
- HP Hotels: Independent hotel management company operating full-service and select-service properties under Marriott, Hilton, Hyatt, and IHG flags. Smaller-scale direct peer to Auro with similar franchise-led management approach and Southeast US presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Auro Hotels social profiles
Digital presenceAuro Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auro Hotels leadership team
Management profileNumber of profiles
Profiles21 records
Auro Hotels subsidiaries and ownership
Company hierarchySubsidiaries1 record
Auro Hotels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auro Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Auro Hotels
What does Auro Hotels do?
Auro Hotels owns, develops, and manages upscale and select-service hotels under Marriott, Hilton, Hyatt, and Wyndham brands, delivering full-service hotel operations including sales, marketing, accounting, revenue management, design and construction oversight, food and beverage, and engineering services to hotel property owners and investors. Beyond third-party brand management, the company also operates proprietary lifestyle food and beverage concepts such as Juniper, Roost, Oak & Honey, and Paloma as standalone consumer destinations, and pursues mixed-use real estate development such as the $500M+ Falls Park Conference District in Greenville, SC.
Is Auro Hotels a public or private company?
Auro Hotels is a private company. It is classified as family owned and is currently operating.
When was Auro Hotels founded?
Auro Hotels was founded in 1973. It employs 1,001 to 5,000 people.
Where is Auro Hotels based?
Auro Hotels is headquartered in Greenville, United States, in the North America region.
How does Auro Hotels make money?
One revenue line is on record: hotel Management Fees.
Who are Auro Hotels's main competitors?
Broad incumbents on record are Aimbridge Hospitality and Highgate Hotels. Direct peers are Pyramid Hotel Group, Crescent Hotels & Resorts, White Lodging, GF Hotels & Resorts, New Castle Hotels & Resorts, Hersha Hospitality Management and Hospitality Ventures Management Group (HVMG). HP Hotels is listed as an emerging player.
Does Auro Hotels have an API?
No public API is recorded for Auro Hotels.
What industry is Auro Hotels in?
Auro Hotels's product category is Hotel Management Services. Its primary akta.pro industry code is BPAJAGAG, Hospitality (Hotel) Property Management, with a secondary code of THAGAAAE, Business & Corporate Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7011.