Greenwood Hospitality Group

What Greenwood Hospitality Group does

Greenwood Hospitality Group is a private U.S. hotel management, development, and F&B management company headquartered in Greenwood Village, Colorado, founded in 2009 by Tom Conran and Aik Hong Tan, with William D. Kohl as the third founding principal. The firm engages in the acquisition, repositioning, development, and third-party management of full-service, lifestyle, and historic hotels across more than 16 U.S. states, operating its own portfolio of 28 hotels with 5,000+ rooms and, via a 2022 strategic alliance with Hotel Equities, participating in a combined platform exceeding 200 hotels in the U.S. and Canada.

The company's service architecture is organized around three integrated lines: Hotel Development Solutions (market study, pro-forma, spatial programming, F&B concept and kitchen design, OS&E, pre-opening, and PMS/POS/HR/Accounting implementation), Hotel Management (operations, F&B execution, sales & catering, marketing, revenue management, HR, and centralized finance/accounting powered by Hotel Equities' proprietary BI back-office), and Food & Beverage Management (concept creation, menu development, training, creative bar arts, and national account purchasing). The technology stack is conventional hospitality infrastructure — PMS, POS, HR (ADP Workforce Now, Paycom), and accounting — with no disclosed proprietary AI/ML layer. A codified service-culture program called the 'Greenwood EFFECT' and a 'Critical Moments of Service' framework are applied across the portfolio as the principal operating differentiator.

Greenwood's business model is B2B and proposal-based: management contracts, incentive fees, and project-based development services are sold directly by three principals located in Florida, Colorado, and Pennsylvania to hotel owners, real estate developers, and investors. Revenue is generated from recurring management fees on managed assets, project-based development and pre-opening services, and ongoing F&B concept management. The firm does not disclose pricing publicly, engages on multi-year contracts, and is distributed to end guests through the underlying brand channels of Marriott (Autograph Collection, Tribute Portfolio, Delta, AC, Marriott), Hilton (Curio Collection, DoubleTree, Hampton, Embassy Suites, Hilton), and Wyndham (Trademark Collection). There is no public listing, no disclosed funding, and no revenue figure; the firm is privately held by the three principals and operates as a strategic partner within the Hotel Equities platform.

Name

Greenwood Hospitality Group

Legal name

Greenwood Hospitality Group

Website

https://greenwoodhospitality.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Greenwood Hospitality Group is a private U.S. hotel management, development, and F&B company that operates a portfolio of 28 hotels with 5,000+ rooms and, via a 2022 strategic alliance with Hotel Equities, participates in a combined platform of 200+ hotels. It serves hotel owners, developers, and investors with three integrated service lines: hotel development, hotel management, and food & beverage management, distributed through Marriott, Hilton, and Wyndham brand channels.

Ownership category

akta.pro rank

Product category

Hotel Management Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating Places (5812)

akta.pro primary industry

Hotel & Resort Banqueting (In-House Catering) (THAHAKAC)

akta.pro secondary industry

Hotel & Resort Restaurants (THAFACAH)

Keywords

• Hotel management services
• Hospitality management
• Hotel development consulting
• Food and beverage management
• Third-party hotel operations

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hotel & Lifestyle Property Management: Primary recurring revenue stream; Greenwood manages full-service and lifestyle hotels under management contracts for third-party owners and for assets where the principals have ownership/investment. Scope covers operations, F&B, sales & catering, marketing, revenue management, HR, and finance/accounting.
2. Hotel Development Solutions: Professional services revenue from development engagements including market study and pro-formas, hotel layout and spatial programming, F&B concept implementation, kitchen design coordination, OS&E list development, pre-opening sales & marketing plans, recruitment/training of leadership, and implementation of PMS/POS/HR/Accounting platforms.
3. Food & Beverage Management and Concept Services: Recurring managed services plus project-based concept creation revenue: market research, concept ideation, menu development, spatial programming, training, creative bar arts, marketing activations, internal controls, and national account purchasing support for in-hotel restaurants and bars.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Greenwood Hospitality Group is a third-party hotel management, development, and food & beverage company that acquires, repositions, develops, and manages full-service and lifestyle hotels on behalf of owners, developers, and investors. The firm delivers three integrated service lines: Hotel Development Solutions (market study, pro-forma, spatial programming, OS&E, pre-opening, brand/franchise selection, leadership recruitment, and system implementation), Hotel Management (operations, F&B execution, sales and catering, marketing, revenue management, HR, and centralized finance/accounting), and Food & Beverage Management (concept creation, menu development, training, and creative bar arts).

Product overview

Greenwood Hospitality Group is a hospitality management company (not a unified SaaS product) that operates a portfolio of curated and branded hotels plus a network of signature restaurants, delivered through three integrated service lines: Hotel Development Solutions, Hotel Management (Operations), and Food & Beverage Management. The platform-plus-modules architecture combines these three core services with a portfolio of named properties — Curated Hotels (The Vanguard, The Publisher, Hotel Northland Green Bay, Hotel Paso Del Norte, The Farnam, The Henry, The Tulsa Club, Hotel Retlaw, Glidden House) and Branded Hotels (DoubleTree Charlottesville, DoubleTree Wichita Airport, Embassy Suites Brookfield, Hampton Inn Wichita, Hilton Harrisburg, Hilton Chicago Oak Lawn, Delta Hotels Baltimore North, Marriott Fort Collins) — together with on-site restaurants such as La Serre Brasserie, Five Chophouse & Bar, Dynamite Woodfire Grill, Catalyst Urban Lounge, TRIA, The Walnut Room, Poke THE BEAR, Chamber, Sabor Cocina, 1700°, El Mirador, The Dome Bar, Estéban Restaurant, Ad Lib Craft Kitchen and Bar, Table One, Chisholm's, Root 29, and South Side Social. All services are unified under a 2022 strategic partnership with Hotel Equities that combines HR, training, finance, and revenue-management back-office across the portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Development Solutions End-to-end hotel development service for developers, owners, and investors covering market study and pro-formas, hotel layout and spatial programming, F&B concept and kitchen design coordination, OS&E list development, pre-opening sales and marketing plans, recruitment and training of hotel leadership, and implementation of PMS, POS, HR, and Accounting systems.
• Hotel Management (Operations) High-touch, scalable third-party hotel management covering Operations, F&B Concept and Execution, Sales and Catering, Marketing, Revenue Management, Human Resources, and Finance and Accounting, with centralized back-office powered by Hotel Equities' business intelligence and finance platform.
• Food & Beverage Management Signature F&B concept creation and management service for in-hotel restaurants and bars covering market research, concept development, menu development, spatial programming, training, creative bar arts, marketing, internal controls, and account support, designed to position hotel restaurants to compete head-to-head with dominant local establishments.
• Hospitality Management Services (Umbrella) Overall umbrella service that combines Hotel Development, Hotel Management, and Food & Beverage Management into a full lifestyle-hotel operating platform, paired with Hotel Equities' back-office infrastructure to deliver end-to-end hospitality operations to owners and developers.

Quantifiable outcome

• Principals have collectively managed, acquired, or advised on more than 500 full-service and select-service hotels representing all major brands in over 40 states.
• +7 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship / core, core and secondary.

• Hotel Equitiesflagship / coreStrategic or Co-development Partner · 1 January 2022Strategic alliance announced in 2022 that combined Greenwood Hospitality's lifestyle/luxury collection with Hotel Equities' focused and full-service hotels. The HE Lifestyle division includes 30+ assets. Hotel Equities provides proprietary business intelligence, best-in-class training, and back-office infrastructure; Greenwood contributes its leadership team, F&B group, and brand relationships. Combined portfolio exceeds 200 hotels across the U.S. and Canada.
• Marriott International (Autograph Collection, Tribute Portfolio, Marriott, Delta Hotels)coreOEM/ Whitelabel/ Licensing PartnerMulti-brand licensing/franchise relationship under which Greenwood manages a portfolio of Marriott-flagged hotels including Autograph Collection (The Vanguard, Hotel Northland, Hotel Paso Del Norte, The Farnam, The Henry), Tribute Portfolio (The Publisher, Reikart House), Marriott (Fort Collins Marriott), and Delta Hotels (Delta Baltimore North). Principal Tom Conran serves on the Advisory Council for Marriott's Autograph Collection and Tribute Portfolio. Greenwood received the Marriott Partnership Circle Award (2014) and Partnership Circle Hall of Fame Award (2015).
• Hilton (Curio Collection, DoubleTree, Hampton, Hilton)coreOEM/ Whitelabel/ Licensing PartnerMulti-brand licensing/franchise relationship with Hilton covering Curio Collection (Tulsa Club Hotel), DoubleTree (Charlottesville, Wichita Airport), Hampton (Hampton Inn Wichita), Hilton (Hilton Harrisburg, Hilton Chicago Oak Lawn), and Embassy Suites (Brookfield). Greenwood leverages Hilton's brand standards and distribution channels; Tulsa Club Hotel earned AAA Four Diamond in 2024.
• Wyndham (Trademark Collection by Wyndham)secondaryOEM/ Whitelabel/ Licensing PartnerBrand licensing relationship under which Greenwood manages Hotel Retlaw in Fond Du Lac, WI under the Trademark Collection by Wyndham soft-brand.

Scale indicators15 records

Recent moves13 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/greenwood-hospitality

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenwood Hospitality Group