SilverBirch Hotels and Resorts

What SilverBirch Hotels and Resorts does

SilverBirch Hotels & Resorts is a privately held Canadian hotel operations and asset management company headquartered in Vancouver, British Columbia. Founded in 1997 and operating as SilverBirch Hotels & Resorts LP, the company manages a portfolio of 17+ full-service, focused-service, and extended-stay hotels across seven Canadian provinces — from British Columbia to Newfoundland — comprising approximately 4,195 rooms. The company operates exclusively under franchise agreements with two global hospitality brands: Marriott International (Delta, Residence Inn, Fairfield, Calgary Airport Marriott) and Hilton Worldwide (DoubleTree, Home2 Suites, Homewood Suites, Hampton). Revenue is generated through hotel ownership returns and asset management fees on managed properties.

The company's core business is hotel operations and asset management rather than technology development; it does not operate a proprietary platform. Internal infrastructure includes the multi-year Project Fusion ERP initiative (2012-2015) that standardized finance, accounting, HR, asset management, and capital planning across the portfolio, supplemented by Fairmas FairPlanner and FairPayroll financial planning software (implemented in 2026) and Avanti payroll. Distribution is achieved through the franchise brand global distribution systems, Marriott Bonvoy and Hilton Honors loyalty programs, and direct booking channels. The SilverBirch Conference Centre at DoubleTree West Edmonton contributes over 38,000 sq ft of meeting space to a portfolio-wide total exceeding 200,000 sq ft.

SilverBirch's go-to-market is anchored on franchise channel partnerships with Marriott and Hilton. Customer segments include individual business and leisure travelers (primary), meeting and event planners (secondary), and franchise brand partners (commercial counterparty). The company was acquired in 2017 and is led by President Jiri Rumlena, supported by a senior team including COO Jeff Li and SVP Operations Gordon Johnson. The workforce totals approximately 2,700 associates, with a Vancouver corporate office handling administration, finance, HR, IT, and investment functions.

Name

SilverBirch Hotels and Resorts

Legal name

SilverBirch Hotels & Resorts LP

Website

https://silverbirchhotels.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

SilverBirch Hotels & Resorts is a Vancouver-based hotel operations and asset management company managing 17+ full-service, focused-service, and extended-stay hotels across Canada under Marriott and Hilton franchise brands, serving business and leisure travelers and conference clients.

Ownership category

akta.pro rank

Product category

Hotel Operations and Asset Management

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industry

Resort Convention Hotels (THAGALAC)

Keywords

• Hotel operations management
• Hotel asset management
• Franchise hotel management
• Hospitality services
• Extended stay hotels

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hotel Asset Management Fees: SilverBirch generates revenue by managing hotel properties on behalf of ownership, earning asset management fees. As an owner-operator, the company benefits from hotel performance while operating hotels under franchise brand standards.
2. Hotel Ownership Returns: The company holds ownership stakes in hotel properties and generates returns through hotel operations, occupancy, and real estate appreciation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SilverBirch Hotels & Resorts is a Canadian hotel operations and asset management company that acquires, develops, and manages a portfolio of full-service, focused-service, and extended-stay hotels operating under international franchise brands including Marriott International (Delta, Residence Inn, Fairfield) and Hilton Worldwide (DoubleTree, Home2 Suites, Homewood Suites, Hampton). The company also operates meeting and event facilities across its 17+ properties, including the 38,000+ sq ft SilverBirch Conference Centre at DoubleTree West Edmonton.

Product overview

SilverBirch Hotels & Resorts operates as a unified hotel operations and asset management platform managing a diverse portfolio of full-service, focused service, and extended stay hotels across Canada. The company operates under major international franchise brands including Marriott International (Delta, Residence Inn, Fairfield, Marriott) and Hilton Worldwide (DoubleTree, Home2 Suites, Homewood Suites, Hampton). Core offerings include hotel operations management, asset management, and meetings & events facilities. The portfolio encompasses 17+ properties totaling approximately 4,195+ rooms nationwide, with a team of over 2,700 associates. The company also implemented Fairmas financial planning software (FairPlanner and FairPayroll) to streamline internal financial operations.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Improved forecast and budget accuracy with reduced manual errors following Fairmas FairPlanner and FairPayroll implementation
• +3 more outcomes

Named customers2 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

Partnerships

Four partnerships are on record, tiered supporting, minor and core.

• FairmassupportingTechnology or Integration · 21 January 2026SilverBirch implemented Fairmas's FairPlanner and FairPayroll software to replace manual Excel-based financial planning tools. The implementation resulted in improved forecast and budget accuracy, faster scenario comparison, and reduced manual errors. This partnership supports Fairmas's expansion into North American markets.
• Ronald McDonald House BC & YukonminorOthers · 1 June 2021SilverBirch Hotels & Resorts has provided ongoing support to Ronald McDonald House BC & Yukon since 2018. The company participated in the second annual Step Up for Families virtual fundraising campaign in May 2021, pledging $500 when the team reached a cumulative 73km walking/running goal (reached within the first week). Total team distance reached 2,148.39km. Donations support families from across BC and Yukon staying at RMH BC.
• Marriott InternationalcoreChannel Partner/ Reseller/ DistributorSilverBirch operates hotels under Marriott International franchise brands including Delta by Marriott, Residence Inn, and Fairfield by Marriott. A large part of the portfolio includes 9 Delta by Marriott branded properties. Marriott provides the brand standards, reservation systems, loyalty program (Marriott Bonvoy), and revenue management infrastructure.
• Hilton WorldwidecoreChannel Partner/ Reseller/ DistributorSilverBirch operates hotels under Hilton Worldwide franchise brands including DoubleTree by Hilton, Home2 Suites by Hilton, Homewood Suites by Hilton, and Hampton Inn. Hilton provides brand standards, reservation systems, loyalty program (Hilton Honors), and revenue management infrastructure.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Atlific Hotels: Canadian hotel ownership and management company focused on Western Canada. Directly comparable to SilverBirch; notably, SilverBirch's SVP Operations Gordon Johnson previously served there as VP Operations overseeing 20 hotels.
• InnVest Hotels: One of Canada's largest hotel owners and operators with a multi-brand full-service, focused-service, and extended-stay portfolio. Closely comparable business model: Canadian asset ownership plus franchise-based operations.
• Sandman Hotels, Inns & Suites: Privately held Canadian hotel group operating full-service and extended-stay properties nationwide. Comparable domestic Canadian scale and multi-format positioning.
• Crescent Hotels & Resorts: US hotel management and asset management company operating full-service and focused-service properties under major franchise brands. Closely aligned third-party management and ownership business model.
• Hotel Equities: US hotel ownership, management, and development company operating Marriott-, Hilton-, and IHG-branded hotels. Directly comparable multi-brand franchise-based management platform.

Regional players

• Lakefront Hotel Group: Western Canadian hotel management and ownership company. Comparable mid-market Canadian asset management approach and regional concentration.

Broad incumbents

• Aimbridge Hospitality: Largest US-based hotel management and franchising company with significant North American footprint. Comparable third-party management and asset management model at materially larger scale.
• Marriott International: Global hotel franchisor whose brands (Delta, Residence Inn, Fairfield, Marriott) are operated by SilverBirch in Canada. Strategic partner and key benchmark for franchise-driven hotel economics at scale.
• Hilton Worldwide: Global hotel franchisor whose brands (DoubleTree, Home2 Suites, Homewood Suites, Hampton) are operated by SilverBirch in Canada. Strategic partner providing SilverBirch access to Hilton Honors loyalty distribution.

Emerging players

• PM Hotel Group: US-based hotel management company focused on third-party management of premium-branded and independent hotels. Similar third-party management and asset management services model at smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 SilverBirch Hotels and Resorts