ATMA Hotel Group

What ATMA Hotel Group does

ATMA Hotel Group, Inc. is a privately held, founder-owned hotel ownership and property management company headquartered in Chapel Hill, North Carolina. Founded by Manish Atma in 1995 (with its first hotel opening in 1994), the company operates a portfolio of 10 to 11 branded hotels across North Carolina's Research Triangle (Raleigh/Durham, Chapel Hill) and Charlotte metropolitan markets under franchise agreements with Hilton, Marriott, IHG, and Choice Hotels. The portfolio spans three tiers: full-service (Sheraton Chapel Hill, Doubletree by Hilton Raleigh Crabtree Valley, Holiday Inn Charlotte Airport Conference Center), limited-service (Hampton Inn & Suites properties, Courtyard by Marriott Chapel Hill, Holiday Inn Express Chapel Hill/Durham, Tru by Hilton Chapel Hill), and extended-stay (Homewood Suites by Hilton Raleigh Crabtree, two Home2 Suites properties). The flagship Sheraton Chapel Hill contains 172 rooms and nearly 20,000 square feet of meeting and event space across 12 event rooms following a 2021 multi-million dollar renovation.

The company generates revenue through hotel room bookings, event and meeting space rentals, food and beverage services, and asset management fees. Its proprietary P.R.O.M.I.S.E. cleanliness and sanitation program, featuring Victory Electrostatic Sprayers, RGF air purification units, ATP testing meters, and UV-sanitized HVAC filtration, differentiates its properties; the company has invested more than $250,000 in equipment and staff COVID-19 certification training. Beyond ownership, ATMA provides hotel development services for new construction under Hilton, Marriott, and IHG brands, full-service hotel management operations, and receivership/turnaround services for distressed properties. Distribution occurs through brand direct booking portals (Marriott, Hilton, IHG loyalty programs), global distribution systems (GDS) for corporate travel, online travel agencies (OTAs) such as Expedia and Booking.com, and a direct sales effort targeting group and event bookings at the Sheraton Chapel Hill.

The company primarily serves business travelers, leisure travelers, and groups/events, with extended-stay guests and hotel investor partners as secondary segments. Three new hotels are in planning or under construction, and the recently rendered Home2 Suites by Hilton Raleigh Crabtree Valley signals active expansion. The company has no external institutional investors or venture capital backing, having grown organically under founder leadership across more than 30 years of continuous operation.

Name

ATMA Hotel Group

Legal name

ATMA Hotel Group, Inc.

Website

https://atmahotelgroup.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

ATMA Hotel Group is a founder-owned North Carolina hotel ownership and management company operating 10 to 11 branded hotels across the Research Triangle and Charlotte under Hilton, Marriott, IHG, and Choice franchises, spanning full-service, limited-service, and extended-stay tiers.

Ownership category

akta.pro rank

Product category

Hotel Operations & Hospitality Management

NAICS

Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)

SIC

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

akta.pro primary industry

Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Budget Hotel Chains & Franchises (THAGABAM), Hospitality (Hotel) Property Management (BPAJAGAG)

Keywords

• Hotel ownership management
• Hospitality property management
• Hotel development services
• Hospitality asset management
• Hotel turnaround services

Headquarters

HQ city

Chapel Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Room Revenue: Revenue generated from overnight hotel accommodations across 10 owned and operated properties under Hilton, Marriott, IHG, and Choice brand franchises.
2. Event and Meeting Space Rental: Revenue from renting event venues including ballrooms, meeting rooms, and outdoor spaces. The Sheraton Chapel Hill alone offers nearly 20,000 sq ft of event space across 12 rooms, accommodating events from intimate gatherings to 600+ people.
3. Food & Beverage Services: Revenue from hotel restaurants, bars, and catering services. The Sheraton Chapel Hill features &More by Sheraton, a central food and beverage venue transitioning from day to night.
4. Asset Management Fees: Management fees from hotel ownership operations, with focus on maximizing return on investment for owners and investors through hands-on property management.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

ATMA Hotel Group owns, develops, and operates a portfolio of approximately 10 branded hotels throughout North Carolina under franchise agreements with Hilton, Marriott, IHG, and Choice Hotels. The company provides hotel development and construction, full-service property management, sales and marketing, and receivership/turnaround services for distressed properties. Operating revenue is generated primarily from hotel room rentals, event and meeting space rentals, and on-site food and beverage services.

Product overview

ATMA Hotel Group is a regional hotel ownership and property management company operating a portfolio of 11 branded hotels throughout North Carolina. The company operates three categories of hotels: full-service properties (Sheraton Chapel Hill, Doubletree by Hilton Raleigh Crabtree Valley, Holiday Inn Charlotte Airport Conference Center), limited-service hotels (Hampton Inn & Suites properties, Courtyard by Marriott Chapel Hill, Holiday Inn Express Chapel Hill/Durham, Tru by Hilton Chapel Hill), and extended-stay properties (Homewood Suites by Hilton Raleigh Crabtree, Home2 Suites by Hilton Charlotte Airport, Home2 Suites by Hilton Raleigh Crabtree Valley). These hotels operate under Hilton, Marriott, and IHG brand franchises. Beyond hotel ownership, ATMA offers development services for new hotel construction, full management operations, and receivership/turnaround services for distressed properties. The company also provides event planning services through Sheraton Chapel Hill with nearly 20,000 sq ft of event space. All properties participate in the ATMA P.R.O.M.I.S.E. cleanliness program.

Differentiator

Problem solved

Functional benefit

Products and services

• Sheraton Chapel Hill A 172-room full-service hotel featuring over 18,000 sq ft of meeting and event space, including the Blue Hill Ballroom, Founders Ballroom, Carolina Room, and Legends Event Deck. Operates under the Marriott Sheraton brand franchise and serves business and leisure travelers as well as group events of up to 600+ guests.
• Hampton Inn & Suites Carrboro/Chapel Hill A limited-service hotel located at 370 East Main Street, Carrboro, NC, operating under the Hilton brand franchise and serving travelers in the Chapel Hill area.
• Hampton Inn & Suites Chapel Hill/Durham A limited-service hotel located at 6121 Farrington Road, Chapel Hill, NC, operating under the Hilton brand franchise and serving travelers in the Durham/Chapel Hill corridor.
• Courtyard by Marriott Chapel Hill A limited-service hotel located at 100 Marriott Way, Chapel Hill, NC, operating under the Marriott brand franchise.
• Holiday Inn Express Chapel Hill/Durham A limited-service hotel located at 6119 Farrington Road, Chapel Hill, NC, operating under the IHG brand franchise.
• Tru by Hilton Chapel Hill A limited-service hotel located at 1742 Fordham Blvd, Chapel Hill, NC, operating under the Hilton brand franchise.
• Doubletree by Hilton Raleigh Crabtree Valley A full-service hotel located at 4100 Glenwood Avenue, Raleigh, NC, operating under the Hilton brand franchise.
• Homewood Suites by Hilton Raleigh Crabtree An extended-stay hotel located at 5400 Homewood Banks Dr, Raleigh, NC, operating under the Hilton brand franchise and offering apartment-style accommodations for longer-term guests.
• Holiday Inn Charlotte Airport Conference Center A full-service hotel located at 2707 Little Rock Road, Charlotte, NC, featuring conference center facilities and operating under the IHG brand franchise.
• Home2 Suites by Hilton Charlotte Airport An extended-stay hotel located at 4240 Scott Futrell Drive, Charlotte, NC, operating under the Hilton brand franchise and offering apartment-style accommodations.
• Home2 Suites by Hilton Raleigh Crabtree Valley An extended-stay hotel located at 2051 Century Drive, Raleigh, NC, operating under the Hilton brand franchise and offering apartment-style accommodations.
• Hotel Development Services New hotel development and construction services for IHG, Hilton, and Marriott brands, providing fully trained operation teams that specialize in opening new hotels and achieving market leadership.
• Hotel Management Operations Full-service property management services focused on results and profitability for owners and business partners, delivering guest satisfaction and increased operational flow through.
• Hotel Receivership & Turnaround Services Turnaround services for distressed hotels, including repositioning with proven operations, sales, marketing, and capital planning strategies.
• Sheraton Chapel Hill Event Planning Services Event planning and catering services at Sheraton Chapel Hill, featuring nearly 20,000 sq ft of event space across 12 event rooms, accommodating events from intimate gatherings to 600+ guests. Includes an award-winning Executive Chef with over 25 years of culinary experience.

Quantifiable outcome

• Over 30 years of continuous profitable hotel operations
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Marriott InternationalcoreChannel Partner/ Reseller/ Distributor · 8 June 2020ATMA Hotel Group operates Sheraton Chapel Hill and Courtyard by Marriott Chapel Hill under Marriott franchise agreements. The partnership involves adherence to Marriott brand standards, participation in Marriott Bonvoy loyalty program, and access to Marriott's training, marketing, and operational support systems. ATMA recently completed multi-million dollar renovation of Sheraton Chapel Hill to align with Marriott's new Sheraton brand vision.
• HiltoncoreChannel Partner/ Reseller/ Distributor · 8 June 2020ATMA Hotel Group operates multiple Hilton properties including Hampton Inn & Suites Carrboro/Chapel Hill, Hampton Inn & Suites Chapel Hill/Durham, Tru by Hilton Chapel Hill, Doubletree by Hilton Raleigh Crabtree Valley, Homewood Suites by Hilton Raleigh Crabtree, Home2 Suites by Hilton Raleigh Crabtree Valley, and Home2 Suites by Hilton Charlotte Airport. Partnership includes Hilton Honors loyalty program integration and brand standard compliance.
• InterContinental Hotels Group (IHG)coreChannel Partner/ Reseller/ Distributor · 8 June 2020ATMA Hotel Group operates Holiday Inn Express Chapel Hill/Durham and Holiday Inn Charlotte Airport Conference Center under IHG franchise agreements. Partnership involves adherence to IHG brand standards and participation in IHG Rewards Club loyalty program.
• Choice HotelscoreChannel Partner/ Reseller/ Distributor · 8 June 2020ATMA Hotel Group operates properties under Choice Hotels franchise brand as part of their diversified portfolio of 10 hotels. Partnership involves brand standard compliance and access to Choice Hotels marketing and reservation systems.
• countonmenc.orgminorImplementation/ SI/ Consulting PartnerATMA managers and employees are certified in COVID business training through this organization. The training provides specific COVID-19 protocols for all businesses, including COVID-19 Best Practices, Cleaning and Disinfecting Surfaces, and COVID-19 Food Service Safety.

Scale indicators7 records

Recent moves6 records

Expansion highlights1 record

Direct peers

• Newport Hospitality Group: Private hotel management and development company operating franchised properties under Hilton, Marriott, IHG, and Hyatt brands. Similar in being a franchise-based third-party operator/owner with comparable portfolio scale and growth strategy.
• Magnolia Hotels: Private hotel owner/operator with a portfolio of franchised properties. Comparable as a smaller, family-influenced multi-brand franchise operator focused on operational excellence.
• Vista Host: Private hotel owner/operator managing franchised properties across the U.S. Comparable scale, multi-brand franchise strategy, and asset management orientation toward owners and investors.
• Chesapeake Hospitality: Mid-Atlantic third-party hotel management and investment firm operating franchised hotels under major brands. Comparable as a regional, multi-brand franchise management platform serving similar investor and brand-partner relationships.
• Lodging Dynamics: Private hotel management and development firm operating Hilton, Marriott, IHG, and Hyatt franchised properties. Comparable as a regional franchise operator with a development pipeline and ownership/management dual model.
• Pyramid Hotel Group: Private hotel ownership and management company with a portfolio across full-service, select-service, and extended-stay properties under major brands. Similar franchise-only positioning and property management focus.
• Concord Hospitality Enterprises: Privately held, family-influenced owner/operator and developer of hotels across Hilton, Marriott, IHG, and Hyatt franchises in the U.S. Highly comparable business model: multi-brand franchise portfolio, property management focus, and regional concentration in the Eastern U.S.

Broad incumbents

• Hersha Hospitality Trust: Public hospitality REIT focused on upscale, branded, urban hotels. Relevant as a larger comparable for ATMA's full-service franchised properties (especially Sheraton Chapel Hill) with broader geographic and capital access.
• Aimbridge Hospitality: Largest third-party hotel management company in North America, operating franchised properties across all major brands. Relevant as the dominant scaled player competing for the same franchise management contracts and investor relationships.

Emerging players

• Schahfer Hotels: Family-owned hotel owner/operator with franchised properties. Comparable in scale, ownership structure, and operational focus, though with smaller portfolio breadth than ATMA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/atma-hotel-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ATMA Hotel Group