B&G Hotel Management GmbH

What B&G Hotel Management GmbH does

B&G Hotel Management Services GmbH is a privately held German hospitality consulting firm founded in 1998 as BHPM in the Netherlands by Ben Baars and reorganized under its current name in 2012, when it relocated its headquarters to Oberelsbach-Ginolfs in the Bavarian Rhön region. The firm is led by its two founding partners, Ben and Cornelia Baars, and targets privately operated hotels, holiday parks, and resorts that are not affiliated with major chains — a segment it identifies as underserved by corporate brand support. The company also serves hotel investors and property owners on transaction-related mandates including operator search, contract negotiation, and project development.

The service portfolio spans six integrated lines: Management & Consulting (operational analysis, cost control, brand positioning, USP development), Sales & Marketing (distribution and channel optimization), Interim Management (temporary leadership during vacancies), Turnaround Management (restructuring and controlling), Investor and Owner Advisory (budget-secure solutions), and Project Development (concept design, operator search, FF&E, project sales). The firm differentiates on a "not just consulting, but doing" model in which it both designs strategy and executes it on-site, then trains client teams for independent operation. No proprietary technology platform, software product, or AI capability is disclosed; the offering is entirely human-delivered professional services.

The business model is project-based professional services: fees are negotiated per engagement with no public rate card, and contracts can extend to multi-year operational management mandates. Go-to-market is sales-led and relationship-driven, relying on direct outreach, personal networking, and referrals accumulated over 25+ years. The firm's claimed operating footprint spans 10 European countries (Germany, Austria, Italy, Czech Republic, Spain, UK, Belgium, Luxembourg, Netherlands, Croatia), although Germany is the primary market. There is no external funding, no parent company, and no institutional ownership; the entity is entirely founder-owned and operated.

Name

B&G Hotel Management GmbH

Legal name

B&G Hotel Management Services GmbH

Website

https://bg-partner.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

B&G Hotel Management Services GmbH is a German hospitality consulting firm, founded in 1998 and led by Ben and Cornelia Baars, providing management consulting, sales and marketing, turnaround, interim management, investor advisory, and project development services to privately operated hotels, holiday parks, and resorts across Europe.

Ownership category

akta.pro rank

Product category

Hotel Management Consulting

NAICS

Management Consulting Services (54161), Hotels (except Casino Hotels) and Motels (72111)

SIC

Services-Management Consulting Services (8742), Hotels & Motels (7011)

akta.pro primary industry

Hotel Program Management (Corporate Lodging) (THAKAMAI)

Keywords

• Hotel management consulting
• Hotel repositioning services
• Hospitality advisory services
• Interim hotel management
• Hotel sales marketing

Headquarters

HQ city

Oberelsbach-Ginolfs

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Management & Consulting Services: Professional consulting fees charged for hotel optimization, restructuring, repositioning, and interim management engagements. Revenue is project-based and likely varies by scope, duration, and client size. Engagements cover full-service mandates including analysis, strategy, implementation, and sometimes ongoing operational management.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

B&G Hotel Management Services is a boutique consulting firm providing hotel optimization, repositioning, and management advisory services for privately-run hotels, holiday parks, and resorts. Services span operational management, cost control and controlling, brand positioning and USP development, sales and marketing strategy, interim management, turnaround/restructuring, renovation and revitalization project management, investor and succession support, and full project development from concept through operator search. Engagements are delivered hands-on by the founding partners, combining strategic advice with operational implementation.

Product overview

B&G Hotel Management Services GmbH is a hotel management consulting and advisory firm offering a portfolio of professional services for the optimization and repositioning of privately-run hotels. The company was founded in 1998 and is led by Ben Baars and Cornelia Baars. The core offerings consist of two integrated service lines: (1) Management & Beratung (Management & Consulting), which provides operational analysis, cost control, brand development, restructuring, interim management, turnaround management, and investor advisory services; and (2) Sales & Marketing, which delivers distribution channel optimization, marketing strategy development, target group analysis, and revenue optimization. A distinguishing feature is that B&G not only develops strategies but also implements them alongside clients and provides training to enable hotels to continue independently after engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Management & Beratung (Management & Consulting)

Named customers4 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

Six partnerships are on record, tiered core and minor.

• Falkensteiner Hotels und ResortscoreStrategic or Co-development PartnerB&G provided development planning with economic factors for the Austrian/Italian/Croatian/Czech properties, concept design for city hotels, development budgeting, and expansion targeting. A significant strategic engagement involving multiple properties and markets.
• Hilton (DoubleTree by Hilton Frankfurt-Niederrad)coreStrategic or Co-development PartnerB&G handled the conversion of an existing hotel to DoubleTree by Hilton brand standards, including new opening support, staff recruitment, sales setup, and general management. Managed the full brand alignment process.
• Choice Hotels Europe MunichminorStrategic or Co-development PartnerReferenced as a hotel group client for development planning and concept work.
• Strabag BeneluxminorStrategic or Co-development PartnerConstruction company referenced as a client in the hotel development context.
• Hochtief LuxembourgminorStrategic or Co-development PartnerConstruction company referenced as a client in the hotel development context.
• Rhön Park Aktiv ResortcoreStrategic or Co-development PartnerLong-term operational management and general management engagement since 2011. Full-service partnership covering operational management, renovation, repositioning, and ongoing sales & marketing for this flagship client property.

Scale indicators1 record

Recent moves7 records

Expansion highlights3 records

Direct peers

• HVS (Hospitality Valuation Services): International hospitality consulting and valuation firm advising hotel owners, lenders, and investors on feasibility, valuation, and operational strategy. Comparable to B&G in serving European independent and institutional hotel clients.
• Horwath HTL: Global hospitality consulting network with strong European presence offering hotel advisory, feasibility, and asset management services. Closely comparable to B&G in serving independent and chain-affiliated hotels with strategy and operational support.
• MKG Group: Hospitality marketing and distribution consulting firm advising hotels on sales, marketing, and revenue optimization. Directly comparable to B&G's Sales & Marketing service line for independent hotels in Europe.
• PKF hotelexperts: European hotel-focused consulting firm providing feasibility, valuation, asset management, and operational advisory. Comparable to B&G as a specialist consultancy serving independent European hotels and investors.
• Christie & Co: Specialist hotel property advisor with valuation, brokerage, and consulting services across Europe. Comparable to B&G in targeting independent and privately-owned hotels for operational and transaction advisory.

Broad incumbents

• Highgate Hotels: Hospitality management and investment company operating a large portfolio of independent and branded hotels with owner advisory services. Comparable to B&G's operational hotel management offering, at substantially greater scale.
• Sage Hospitality Group: Hotel management, development, and consulting company operating and advising independent and soft-branded hotels. Comparable to B&G's blend of operational management and owner advisory services.
• Aimbridge Hospitality: Largest third-party hotel management company in North America with global footprint, offering operational management and owner advisory. Overlaps with B&G's operational management mandate for independent and branded hotels.
• Benchmark Hospitality International: Large third-party hotel management and consulting company operating resorts and hotels globally. Comparable to B&G in providing operational hotel management and consulting services, though at materially larger scale.
• Cushman & Wakefield Hospitality: Global real estate advisory with a dedicated hospitality practice offering hotel investment, valuation, and operational advisory. Overlaps with B&G's investor and owner advisory services for European hotel assets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/b&g-hotel-management-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 B&G Hotel Management GmbH