HM Exclusive: Aperture Hotels adds 12 hotels in 12 months

Aperture Hotels, a management provider specializing in premium lifestyle, compact full-service, select-service and extended-stay hotels, has added 12 hotels to its portfolio over the past 12 months. Located from Florida to California, the 12 new properties are comprised of Hilton-, Marriott- and IHG-branded hotels, as well as some independent flags. 

"I was concerned about launching a third-party management company in a market condition when interest rates were clearly going to be higher for longer and buyer and seller expectations were difficult to bridge, that may result in us having a slow path to growth," Aperture Hotels President and CEO Charles Oswald told Hotel Management at the Hunter Hotel Investment Conference earlier this week. "But it turns out, there were a lot of owners out there who were unhappy with their management groups."

"The common theme is that people are looking for reputation, expertise and experience that the big management companies bring but want more boutique-style attention, and that's what we bring to the table." 

The new hotels include the Hotel Spero and Clair Tappaan Lodge, in addition to a Voco soft-brand conversion, four Hampton Inns, two Holiday Inn Express hotels, a Fairfield Inn, a Tru and other independents.

“The hotels greatly expand our geographic reach, with a half dozen in Tennessee, two in Texas, two in California and one each in Florida and Wisconsin,” Oswald added. “This creates greater economies of scale for our owners, as well as the ability to share relevant best market practices for our regional and general managers, all ultimately providing better financial results and stronger guest satisfaction scores. We continue to target leisure-oriented, lifestyle and historic hotels in the upper upscale segment."

Last year was a banner year for portfolio growth, market share gains (+3 percent RGI), profit margins (+5 percent), guest experience gains (+36 percent in brand top quartile ranking) and improvement to employee engagement and retention (+18 percent).

To accommodate its growth and drive operational execution, Aperture added multiple corporate executives over the past year.

“We have been extremely fortunate to compile a phenomenal team of experts with more than 600 hotels worth of combined hospitality operations experience,” Oswald said. “Our latest moves greatly expand our commercial strategy, accounting and property-level operational capabilities. Sarah, Alyssa, Taylor, Andrew and Christina are at the top of their individual fields, and we look forward to their direction as we continue our nationwide growth plans.”

Sarah Garcia, SVP of Commercial Strategy 

With 25 years of hospitality revenue expertise, Garcia most recently was chief sales officer with Terrapin Hospitality, which was sold to Aimbridge Hotels in December 2022. Prior to that, she worked with such companies as Interstate Hotels & Resorts (corporate vice president of sales), Shamin Hospitality (vice president of sales) and Noble Investment Group (regional director of sales). 

Alyssa Quezada, VP of Commercial Strategy

An 11-year hospitality veteran, Quezada began her career with K Partners Hospitality, working as a front desk agent at the Courtyard by Marriott SeaWorld San Antonio. She held multiple roles within the company through multiple ownership changes, including catering sales manager, dual group sales, director of sales and regional vice president of sales.

Taylor Hall, VP of Operations

Prior to joining Aperture, Hall was general manager of the SpringHill Suites by Marriott Navarre Beach resort, owned by Mission Hill Hospitality. Throughout her career, she has held a series of increasingly important, property-level management roles, including director of food and beverage at various full-service Marriott properties.

Andrew Reichert, SVP of Hotel Accounting

An industry accounting expert of more than 20 years, Reichert has worked at Starwood- and Omni-branded resorts with both spa and country club membership components. Most recently, he served as corporate director, finance with Atrium Hospitality where he co-built the management company’s accounting team after the company relocated its operations headquarters cross-country. During his career, Reichert worked in each accounting discipline at the property level, including IT support and systems administration.

Christina Hollis, Regional Director of Operations 

With nearly 15 years of hotel property-level experience, Hollis has been with Aperture since 2022 as general manager of the Hampton Inn & Suites Murfreesboro, Tenn. She has held similar positions with Crestline Hotels & Resorts and H&W Management.

“We take great pride in the fact that we have built a female-majority team across the entire company, and not just at the ground level, but also at the leadership level," Oswald said. "That means our VPs, directors and above exceeds 50 percent women, as well as our corporate back-office support team, general managers and our entire employee base. Who else can say that? Numerous studies have proven that more diverse leadership results in stronger financial results and an overall stronger, more inclusive work environment. Our team is further proof, and we look forward to reaping the rewards going forward.”