Genuine Hospitality

What Genuine Hospitality does

Genuine Hospitality is a privately held, third-party hotel asset management firm headquartered in Lake Saint Louis, Missouri, founded in October 2018 by hospitality veterans Kurt Furlong and Rob Willard, alongside David Price and Celine Chen. The company manages 30 hotels across 6 U.S. states on behalf of independent property owners, spanning 7 global brands including Marriott, Hilton, IHG, Hyatt, Carlson, and Four Points. Its customer base is exclusively third-party hotel ownership groups seeking professional management to maximize revenue share and bottom-line financial performance.

The firm offers an integrated suite of five service lines: hospitality asset management, revenue generation and management (using a blend of Genuine-custom, brand-supplied, and third-party tools), operations and asset management (delivered through a balanced scorecard of associate satisfaction, guest satisfaction, labor and expense control, and top-line revenue), human resources (talent acquisition, training, retention, and culture), and a web-based accounting and financial reporting system. Service delivery is hands-on, with regional leadership embedded alongside on-property general managers and directors of sales.

The business model is a managed-services model in which Genuine earns management fees and revenue-share arrangements negotiated with each property owner; pricing is not publicly disclosed and is structured property-by-property. Distribution is primarily direct-to-owner via business development, industry relationships, and referrals; no external funding rounds, institutional investors, or parent company relationships are disclosed, leaving the founders and partners as the principal capital base.

Name

Genuine Hospitality

Legal name

Genuine Hospitality

Website

https://genuinehospitalitygroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Genuine Hospitality is a privately held hotel asset management firm managing 30 hotels across 6 U.S. states and 7 global brands for third-party property owners, delivering integrated revenue, operations, HR, and accounting services to maximize owner returns.

Ownership category

akta.pro rank

Product category

Hotel Asset Management

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro industry

PRIMARYBPAJAMAE

Hospitality (Hotels & Resorts) Asset Management

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Real Estate Asset & Portfolio Management

Keywords

• Hotel asset management
• Hospitality revenue management
• Hotel operations management
• Hospitality financial accounting
• Hotel human resources services

Headquarters

HQ city

Lake Saint Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hotel Asset Management Services: GENUINE Hospitality provides comprehensive hotel asset management for third party ownership, delivering market-leading revenue share and bottom-line financial success. The company generates revenue through management fees and revenue share arrangements with hotel property owners.

Distribution channels1 record

Marketing channels1 record

Core offering

Genuine Hospitality provides comprehensive hotel asset management services for third-party hotel ownership groups, including revenue generation, operations oversight, human resources support, and web-based financial accounting. The firm manages 30 hotels across seven global hospitality brands in six U.S. states, delivering market-leading revenue share and bottom-line financial performance through hands-on collaboration with on-property general managers and sales directors.

Product overview

GENUINE Hospitality is a hospitality asset management company offering a unified suite of services for hotel owners. The company's portfolio consists of five core service offerings: Hospitality Asset Management (providing comprehensive management for third-party ownership), Revenue Generation & Management (driving top-line revenues through custom strategies and tools), Operations & Asset Management (delivering balanced scorecard results), Human Resources Services (talent acquisition, culture instillation, and staff development), and Finances & Accounting (web-based financial reporting). These services work together to deliver market-leading revenue share and bottom-line financial success for hotel properties across seven global brands in six states.

Differentiator

Problem solved

Functional benefit

Products and services

• Hospitality Asset Management Comprehensive hotel asset management for third-party ownership groups, delivering market-leading revenue share and bottom-line financial success across a portfolio of managed hotels.
• Revenue Generation & Management Top-line revenue growth through custom hotel strategies, market share expansion, and the use of GENUINE custom tools, brand tools, and third-party tools for revenue and market analysis.
• Operations & Asset Management On-property operational leadership working closely with hotel general managers and executive teams to deliver a balanced scorecard covering associate satisfaction, guest satisfaction, labor and expense management, and top-line revenues.
• Human Resources Services Talent acquisition, culture instillation, and associate development services focused on market-leading compensation, recruiting, hiring, training, retention, productivity, professional development, and career advancement.
• Finances & Accounting Timely and consistent delivery of hotel performance and financial results through a professional, web-based accounting system.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Highgate Hotels: Major third-party hotel manager and operator with a strong presence in full-service and luxury assets. Competes for the same third-party management mandates, particularly with institutional and REIT owners, and is a broad-incumbent comparable for Genuine's growth trajectory.
• Pyramid Global Hospitality: Large multi-brand hotel management and asset management platform. Overlaps with Genuine's full-service and select-service management offering and is a relevant benchmark for the kind of scaled asset-management partner institutional owners engage.
• Aimbridge Hospitality: Largest U.S. third-party hotel management company. Competes with Genuine for the same institutional owner RFPs but at vastly greater scale, with deeper technology, sales, and capital resources, representing the upper bound of the addressable competitive set.

Direct peers

• Marshall Hotels & Resorts: Third-party hotel management company where Celine Chen previously held an operations role. Direct peer offering asset management, operations, and revenue management services to hotel owners across multiple brand families.
• Blue Sky Hospitality: Third-party hotel management platform where John D'Aguanno previously held an above-property sales leadership role supporting up to 30 hotels across 15 states. Operates a directly comparable multi-brand management and revenue model.
• TPG Hotels & Resorts: Third-party hotel management company where Celine Chen (Genuine VP of Operations & Partner) previously worked. Directly comparable as a multi-brand management firm serving ownership groups with a similar asset-management-plus-operations service offering.
• Midas Hospitality: St. Louis-based hotel management and development firm where Genuine's two co-founders (Furlong, Willard) spent roughly a decade before launching Genuine. Operates a comparable third-party management model across select-service and full-service brands in the Midwest, making it the closest direct peer in size, geography, and operating approach.
• Stonebridge Companies: Multi-brand hotel owner/operator where John D'Aguanno (Genuine's Regional Director of Sales & Marketing) previously ran a 20-hotel portfolio. Competes in the same third-party management space with similar full-service and select-service urban/suburban exposure.
• Sage Hospitality Group: Hotel management, asset management, and development company operating full-service and lifestyle properties under major brands. Comparable to Genuine in delivering a multi-service asset management offering to institutional owners.
• Concord Hospitality Enterprises: Mid-sized third-party hotel management and development firm operating across Hilton, Marriott, Hyatt, and IHG brands. Closely comparable to Genuine in scale and multi-brand third-party management orientation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/GenuineHospitality
• LinkedInlinkedin.com/company/genuinehospitalityllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Genuine Hospitality