SilverBirch Hotels and Resorts
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.
- Company typePrivate
- Founded1997
- HeadquartersVancouver, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
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.
SilverBirch Hotels and Resorts firmographics
Firmographics- 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
SilverBirch Hotels and Resorts industry classification
Industry- 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
Where SilverBirch Hotels and Resorts is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
SilverBirch Hotels and Resorts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- 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.
- Hotel Ownership Returns: The company holds ownership stakes in hotel properties and generates returns through hotel operations, occupancy, and real estate appreciation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Housekeeping wages at Delta Hotels Halifax Downtown |
| Unit Pricing | Pay-as-you-go | Maintenance wages at Delta Hotels Halifax Downtown |
| Unit Pricing | Pay-as-you-go | Food & Beverage Server wages at Delta Hotels Halifax Downtown |
| Unit Pricing | Pay-as-you-go | Overnight Houseperson wages at Delta Hotels Halifax Downtown |
| Unit Pricing | Pay-as-you-go | First Cook wages at Delta Hotels Halifax Downtown |
| Unit Pricing | Pay-as-you-go | Guest Services Agent wages at Delta Hotels Halifax Downtown |
| Subscription | Annual | Human Capital Manager salary at Residence Inn by Marriott Vancouver |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
SilverBirch Hotels and Resorts product offering
Product offeringCore 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
Companies that use SilverBirch Hotels and Resorts
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
SilverBirch Hotels and Resorts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SilverBirch Hotels and Resorts partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered supporting, minor and core.
- FairmassupportingSilverBirch 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 & YukonminorSilverBirch 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 InternationalcoreSilverBirch 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 WorldwidecoreSilverBirch 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
SilverBirch Hotels and Resorts competitors and assessment
Company assessmentDirect 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
SilverBirch Hotels and Resorts financial estimates
Financial estimateRevenue estimate
Valuation estimate
SilverBirch Hotels and Resorts leadership team
Management profileNumber of profiles
Profiles11 records
SilverBirch Hotels and Resorts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SilverBirch Hotels and Resorts 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 SilverBirch Hotels and Resorts
What does SilverBirch Hotels and Resorts do?
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.
Is SilverBirch Hotels and Resorts a public or private company?
SilverBirch Hotels and Resorts is a private company. It is classified as venture growth investor backed and is currently operating.
When was SilverBirch Hotels and Resorts founded?
SilverBirch Hotels and Resorts was founded in 1997. It employs 101 to 250 people.
Where is SilverBirch Hotels and Resorts based?
SilverBirch Hotels and Resorts is headquartered in Vancouver, Canada, in the North America region.
How does SilverBirch Hotels and Resorts make money?
Two revenue lines are on record. Hotel Asset Management Fees are the primary driver. The others are hotel Ownership Returns.
Who are SilverBirch Hotels and Resorts's main competitors?
Direct peers on record are Atlific Hotels, InnVest Hotels, Sandman Hotels, Inns & Suites, Crescent Hotels & Resorts and Hotel Equities. Lakefront Hotel Group is listed as a regional player. Broad incumbents are Aimbridge Hospitality, Marriott International and Hilton Worldwide. PM Hotel Group is listed as an emerging player.
Does SilverBirch Hotels and Resorts have an API?
No public API is recorded for SilverBirch Hotels and Resorts.
What industry is SilverBirch Hotels and Resorts in?
SilverBirch Hotels and Resorts's product category is Hotel Operations and Asset Management. Its primary akta.pro industry code is THAGAAAE, Business & Corporate Full-Service Hotels, with a secondary code of THAGALAC, Resort Convention Hotels. Its NAICS code is 72111 and its SIC code is 7011.