Northwest X Southern Hospitality

What Northwest X Southern Hospitality does

Northwest X Southern Hospitality (NSH) is a privately held hotel management and ownership company headquartered in Franklin, Tennessee, founded in 2003 by President Lara Latture. The company operates a portfolio of 20+ hotel properties across Washington, Oregon, Idaho, and Alaska, structured around franchise agreements with four major US hotel brand families — Marriott, Hilton, Hyatt, and IHG — alongside select Motel 6 and independent properties. NSH's business model centers on operating branded select-service and extended-stay hotels in secondary and tertiary markets of the Pacific Northwest and Alaska, generating revenue through a combination of property ownership economics and management contracts. With 54 corporate employees overseeing field-level hotel operations, the company maintains a lean corporate structure relative to its property count.

The company's competitive positioning rests on a multi-brand franchise strategy and deep regional density across the four-state footprint. NSH leadership holds seats on Marriott, Hilton, Hyatt, and IHG brand advisory councils, providing influence over franchise standards and visibility into brand-level opportunities. The leadership team carries 200+ years of combined hospitality experience, with the founder bringing 30+ years in the industry including 20 years as COO/EVP at The Hotel Group. The company has demonstrated a track record of internal development, reporting 16 promotions from part-time staff into General Manager roles.

Recent operating activity includes new property openings in 2023 (Courtyard by Marriott Corvallis) and 2022 (Hyatt Place Post Falls), supported by leadership additions including a VP of Operations in 2022. The portfolio is concentrated in regional markets where larger national operators tend to underweight, and growth has proceeded at a measured cadence of roughly one new property every two to three years over the company's history.

Name

Northwest X Southern Hospitality

Legal name

Northwest X Southern Hospitality LLC

Website

https://nwxsouthern.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Northwest X Southern Hospitality is a Franklin, TN-based private hotel management and ownership company operating 20+ franchised properties under Marriott, Hilton, Hyatt, and IHG across Washington, Oregon, Idaho, and Alaska.

Ownership category

akta.pro rank

Product category

Hotel Management

NAICS

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

SIC

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

akta.pro industry

PRIMARYTHAGAAAD

Resort-Area Full-Service Hotels (Non–All-Inclusive)

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

Keywords

• Hotel management services
• Franchise hotel operations
• Hospitality management
• Hotel property management
• Lodging services

Headquarters

HQ city

Franklin

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, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Revenue: The company operates hotels and generates revenue through room bookings, food and beverage services, banquet facilities, and meeting room rentals at their managed properties.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Northwest X Southern Hospitality is a hotel management and ownership company that operates a portfolio of 20+ branded and independent hotel properties across Washington, Oregon, Idaho, and Alaska. The company manages franchise properties for major hotel brands including Marriott, Hilton, Hyatt, and IHG, generating revenue through room bookings, food and beverage services, banquet facilities, and meeting room rentals.

Product overview

Northwest X Southern Hospitality is a hotel management company operating a portfolio of 20 hotel properties across Washington, Oregon, Idaho, and Alaska. The company manages properties under franchise agreements with major hospitality brands including Hilton, Marriott International, Hyatt Hotels Corporation, and IHG (InterContinental Hotels Group), as well as independent properties. The portfolio spans various hotel tiers from budget (Motel 6) to upscale (Crowne Plaza, Hyatt House) and includes both limited-service and full-service properties featuring amenities such as indoor pools, fitness centers, meeting space, and dining facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Springhill Suites by Marriott Kennewick A Marriott-branded all-suites hotel located at 7048 W Grandridge Blvd, Kennewick, WA 99336, managed by Northwest X Southern Hospitality offering accommodations for business and leisure travelers.
• Hampton Inn by Hilton Lewiston A Hilton-branded hotel located at 2701 Nez Perce Drive, Lewiston, ID 83501, managed by Northwest X Southern Hospitality offering mid-scale accommodations.
• Courtyard by Marriott Walla Walla A Marriott-branded hotel located at 550 West Rose, Walla Walla, WA 99362, featuring riverfront views and meeting space, managed by Northwest X Southern Hospitality.
• Hilton Garden Inn Kennewick A Hilton-branded hotel located at 701 N Young Street, Kennewick, WA 99336, managed by Northwest X Southern Hospitality.
• Holiday Inn Express Lewiston An IHG-branded hotel located at 2425 Nez Perce Drive, Lewiston, ID 83501, managed by Northwest X Southern Hospitality.
• Hyatt House Anchorage A Hyatt-branded extended-stay hotel located at 5141 Business Park Blvd, Anchorage, AK 99503, managed by Northwest X Southern Hospitality.
• Plaza Inn & Suites Ashland Creek An independent boutique hotel located at 98 Central Avenue, Ashland, OR 97520, managed by Northwest X Southern Hospitality.
• Hilton Garden Inn Corvallis A Hilton-branded hotel located at 2500 SW Western Blvd, Corvallis, OR 97333, managed by Northwest X Southern Hospitality.
• Hyatt Place Fairbanks A Hyatt-branded hotel located at 400 Merhar Avenue, Fairbanks, AK 99701, managed by Northwest X Southern Hospitality.
• Courtyard by Marriott Corvallis A Marriott-branded hotel located at 400 SW 1st Street, Corvallis, OR 97333, managed by Northwest X Southern Hospitality.
• Courtyard by Marriott Richland Columbia Point A Marriott-branded hotel located at 480 Columbia Pointe Dr, Richland, WA 99352, managed by Northwest X Southern Hospitality.
• Crowne Plaza Anchorage Midtown An IHG-branded hotel located at 109 W International Airport Rd, Anchorage, AK 99518, managed by Northwest X Southern Hospitality.
• Fairfield Inn & Suites Anchorage Midtown A Marriott-branded hotel located at 5060 A Street, Anchorage, AK 99503, managed by Northwest X Southern Hospitality.
• Hilton Garden Inn Springfield A Hilton-branded hotel located at 3528 Gateway Street, Springfield, OR 97477, managed by Northwest X Southern Hospitality.
• Holiday Inn Express Corvallis An IHG-branded hotel located at 781 NE 2nd Street, Corvallis, OR 97330, managed by Northwest X Southern Hospitality.
• Motel 6 Anchorage - Midtown A budget-friendly hotel located at 5000 A Street, Anchorage, AK 99517, managed by Northwest X Southern Hospitality.
• Hilton Garden Inn Wenatchee A Hilton-branded hotel located at 25 N. Worthen Street, Wenatchee, WA 98801, managed by Northwest X Southern Hospitality.
• Courtyard by Marriott Lewiston A Marriott-branded hotel located at 2647 Nez Perce Drive, Lewiston, ID 83501, managed by Northwest X Southern Hospitality.
• Hyatt Place Post Falls A Hyatt-branded hotel located at 1213 E 4th Ave, Post Falls, ID 83854, managed by Northwest X Southern Hospitality.

Quantifiable outcome

• Employees have been promoted from part-time to full-time General Manager 16 times

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Marriott InternationalcoreChannel Partner/ Reseller/ DistributorOperates multiple Marriott franchise properties including Courtyard by Marriott, SpringHill Suites, and Fairfield Inn brands across Washington, Oregon, and Alaska locations.
• HiltoncoreChannel Partner/ Reseller/ DistributorOperates Hampton Inn and Hilton Garden Inn franchise properties across Washington, Oregon, and Idaho locations.
• Hyatt Hotels CorporationcoreChannel Partner/ Reseller/ DistributorOperates Hyatt House and Hyatt Place franchise properties in Alaska and Idaho locations.
• IHG (InterContinental Hotels Group)coreChannel Partner/ Reseller/ DistributorOperates Holiday Inn Express and Crowne Plaza franchise properties across Alaska, Idaho, and Oregon locations.
• Motel 6minorChannel Partner/ Reseller/ DistributorOperates Motel 6 Anchorage - Midtown property in Alaska.
• Marriott Franchise Advisory CouncilcoreStrategic or Co-development PartnerLara Latture serves as an active member of Marriott's Courtyard Franchise Advisory Council.
• Hyatt Select Franchise Advisory BoardcoreStrategic or Co-development PartnerLara Latture serves on Hyatt's Select Franchise Advisory Board.
• Hilton Garden Inn Owner's Advisory CouncilminorStrategic or Co-development PartnerPreviously served on Hilton Garden Inn Owner's Advisory Council.
• IHG Crowne Plaza Owners AssociationminorStrategic or Co-development PartnerPreviously served on IHG's Crowne Plaza Owners Association.
• Hilton DoubleTree Owner's Advisory CouncilminorStrategic or Co-development PartnerPreviously served on Hilton's DoubleTree Owners Advisory Council.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Highgate Hotels: Major hospitality management, investment, and development company with a national portfolio across luxury, full-service, and select-service brands. Larger and broader than NSH but operates with the same third-party management approach.

Direct peers

• Aimbridge Hospitality: Largest third-party hotel management company in North America, operating franchise and independent properties across major brands. Directly comparable to NSH in the third-party management model and multi-brand portfolio approach.
• White Lodging: Hotel ownership, development, and management company with a portfolio of branded Marriott, Hilton, Hyatt, and IHG properties. Comparable multi-brand franchise management approach to NSH.
• Atrium Hospitality: Third-party hotel management company operating full-service, select-service, and extended-stay properties under major brands. Closely comparable to NSH in multi-brand franchise management model.
• Sage Hospitality: Hotel management, ownership, and development company operating branded and independent properties. Closely matches NSH's blended owner/operator franchise model with select-service and full-service exposure.
• Crescent Hotels & Resorts: Third-party hotel management and investment firm operating branded full-service, select-service, and resort properties. Comparable in franchise management model and brand portfolio breadth.
• Marcus Hotels & Resorts: Hotel management division of The Marcus Corporation, operating branded and independent full-service and select-service properties. Comparable third-party franchise management model.
• The Hotel Group: Hotel management and ownership company operating branded properties primarily in the Western U.S. The founder of NSH (Lara Latture) spent 20 years at The Hotel Group prior to founding NSH, and the companies share business model and regional focus.
• Pyramid Hotel Group: Hotel management company operating branded and independent properties across the U.S. Similar third-party management structure and multi-brand portfolio composition as NSH.
• Hersha Hospitality Management: Hotel management company operating branded and independent properties across major U.S. markets. Comparable in third-party management approach and brand portfolio breadth to NSH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nwxsouthern
• Facebookfacebook.com/nwxsouthern
• LinkedInlinkedin.com/company/northwest-x-southern
• Instagraminstagram.com/nwxsh

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Northwest X Southern Hospitality