Hotel asset management for independent, boutique and lifestyle hotels
From the front doorto the bottom line.
broughtonHOTELS is the hands-on asset management team that grows RevPAR, strengthens NOI and DSCR, and holds third-party operators accountable. Since 2001, for owners, lenders and investors, from Puerto Vallarta to Anchorage.
Confidential. No obligation. Owners, lenders and investors welcome.
Founded 2001
25+ years of hotel operations and asset management
35+ years in hospitality
Independent, boutique, Motique®, lifestyle and branded hotels
Coast to coast and beyond
Puerto Vallarta to Anchorage. New York to New Orleans. Santa Monica to Chicago.
EY Entrepreneur of the Year®
Awarded to founder Larry Broughton
Media Expert
Featured on Travel Channel's hit series Hotel Impossible
Award-winning hotelier
HSMAI Best of the Best, Management Company of the Year, 2018
Sound familiar?
Owning a hotel and having it perform are two different things.
Revenue can climb while profit slips. Reports can arrive on time while no one challenges them. And a loan covenant doesn't wait for the next quarterly meeting.
Revenue is up. NOI isn't.
Expense creep, staffing inefficiency and missed purchasing power drain profit that RevPAR never shows. We find the leaks and close them.
Your manager reports. Who's asking the hard questions?
A third-party manager's job is to run the hotel. Ours is to make sure it is run in the best interest of ownership, with numbers to prove it.
The debt service is tightening.
When DSCR gets thin and a lender wants a plan, you need a team that can build one and work it property by property, whatever condition the asset is in.
The hotel has lost its spark.
Tired product, a disengaged team and so-so reviews all trace back to people. That is where we start, and it is why guest satisfaction follows.
Asset management is the difference between a hotel that has a manager and a hotel that has an advocate.
Get an expert second opinion on your hotelWho we serve
Built for the people who answer for the asset.
Whether you hold the deed, the loan or the fund, you need the same thing: a team that tells you the truth about how the hotel is performing and knows how to improve it.
Hotel owners and ownership groups
You own it. We make it perform.
- We sit on your side of the table, with regular comprehensive assessments of every function of the hotel.
- We oversee your third-party management company, or step in and operate the hotel ourselves.
- You get plain-language reporting tied to RevPAR, NOI and your own goals.
Banks, lenders and special servicers
Protect the collateral.
- An independent, experienced team to assess, stabilize and steer a hotel, whatever its condition or location.
- Operating plans built around debt service and DSCR, not just occupancy.
- Transparent reporting you can take straight to credit committee.
Private equity firms and hotel investors
Underwrite the operator, not just the asset.
- Operational due diligence and a value-add plan before you close.
- Hands-on execution after you close, with alignment to your investor ROI.
- A business development team that has sourced hotels and investment properties across the US, UK and Europe for global brands and financial institutions.
Also experienced with: limited-service to full-service hotels, spas, multi-family apartments, and in-house and free-standing restaurants, bars, lounges and coffee shops.
What we do
Every function of the asset. Only the scope you need.
Our Asset Management and Consulting services deliver regular, comprehensive assessments, sharpen efficiencies, and support every business function of your hotel. Take the full end-to-end solution, or a scope built around what you need right now.
Comprehensive asset assessments
A top-to-bottom review of operations, financials, product, team and market position, repeated on a regular cadence so nothing drifts.
Third-party manager oversight
Budget-to-actual reviews, performance benchmarks and clear accountability, so your operator is measured against your goals.
RevPAR and revenue strategy
Positioning, pricing, distribution, sales and marketing aimed squarely at your RevPAR targets.
NOI and cost optimization
Tighter expense control and staffing efficiency, plus national purchasing programs that lower what you pay for what the hotel needs.
Team development and engagement
Continual mentoring, training and development for your key people, because engaged teams deliver better guest satisfaction and better financial performance.
Repositioning, development and food and beverage
Market analysis, concept and design guidance, and oversight of in-house and stand-alone restaurants, bars, lounges and coffee shops.
Two ways to work with us.
A full-service, end-to-end asset management partnership. Or a customized engagement for an immediate need: a lender's deadline, an underperforming quarter, a manager transition. Our goals align with yours, because your financial return is the point.
Request an Asset ReviewProof by the numbers
The people side of hospitality shows up on the bottom line.
We measure what most operators only talk about: how our teams feel and how our guests rate us. The gap between us and the industry is where your returns come from.
25+Years operating and managing hotels since 2001
Nearly 86%Team job satisfaction across Broughton properties, versus 80% across the hospitality industry
Nearly 89.5%Guest satisfaction at Broughton properties, versus an 88% industry index
Multi-yearTripAdvisor Travelers' Choice, Booking.com Guest Review and Hotels.com Loved By Guests awards across multiple hotels
Los Angeles limited-service hotel
Revenue up 69.2% year over year
ADR up 47.7%. Occupancy up 30.9%.
North Chicago hotel
Revenue up 6.08% year over year
ADR up 2.70%.
Team satisfaction from annual work-climate surveys.
Why independent and boutique hotels, why now
Capital is flowing to independent hotels. It follows the teams that can run them.
Liquidity for independent hotels rose 55% between 2014-2019 and 2021-2024, against 3% for branded hotels. Lenders are active again, but deals are typically structured around 60-65% loan-to-value, and they scrutinize who is behind the asset. The quality of the sponsor and the operating team decides who closes and who gets a better rate.
Boutique and lifestyle hotels reward operators who understand that guests remember how they were treated, not just how the lobby looked. That is our specialty: hotels with soul, run with discipline.
See how we strengthen your sponsorship story
“It's how we treat people, and the rich social interaction at each property, that determines what guests will recall and feel won over by.”broughtonHOTELS company overview
How we work
Simple to start. Rigorous once we do.
1
Assess
We review your financials, operations, product and market position and give you an honest read. Reality is your friend.
2
Align
We agree on the goals that matter (RevPAR, NOI, DSCR, timeline) and on a scope, whether end-to-end or built around one need.
3
Activate
Our team works alongside your manager and staff on pricing, purchasing, cost control, marketing and training, whichever levers move the numbers most.
4
Report and refine
Regular comprehensive assessments and plain-language reporting keep everyone accountable, and keep the plan moving as the market does.
What your complimentary Asset Review includes
- A conversation about your goals, your hotel and your operator.
- A review of your recent financials and performance data.
- A short written summary of where we see the biggest opportunities.
What people say
They love us. Here is why.
It is my pleasure to recommend Larry Broughton as one of my go-to experts on Travel Channel's hit show Hotel Impossible. His professionalism and charm are appreciated by both the crew and viewers alike. With expertise in various areas of business, his sense of leadership and hospitality shines through in each episode he is involved with and he adds value to the show as a result. I look forward to working with Larry on future television projects and would highly recommend him to others, as well.Anthony MelchiorriCreator, Executive Producer and Host, Travel Channel's Hotel Impossible and Five Star Secrets
Leadership
The people behind your asset.
Founder and CEO
Larry Broughton
Larry has spent more than 35 years in hospitality and founded broughtonHOTELS in 2001. A former Green Beret staff sergeant and former VP and partner at Joie de Vivre Hotels, he brings a soldier's discipline and an owner's instincts to every asset.
- Has held ownership positions in hotels and restaurants
- Keynote speaker at BLLA, JMBM Meet the Money, CLIC and the California Hotel and Lodging Association; former BLLA board member
- Called "the nation's foremost expert on leadership and entrepreneurship" by CBS News, and one of "the most exciting minds of hospitality" by NEWH
- Ernst and Young Entrepreneur of the Year®, NaVOBA Vetrepreneur of the Year®, Passkeys Foundation National Business Leader of Integrity
VP of Business Development
Derek Baird
Derek is a hospitality-focused real estate advisor and appraiser who joined broughtonHOTELS to lead its joint venture with the UK's Bespoke Hotels. He has spent 20+ years sourcing hotel and investment properties in the UK, US and Europe.
- Commercial property sales specialist
- Past clients include global brands such as Hilton and Holiday Inn, and financial institutions such as Bank of America, Starwood Capital and Deutsche Bank
- Partner in a family-run commercial finance business
As heard on MSNBCCNNFOXTravel ChannelCBS News
Client properties
Hotels we have been trusted with.
A sample of former operations, consulting, and asset management clients: independent, boutique, Motique® and lifestyle hotels, and everything in between.
FullertonSolvang
From Puerto Vallarta to Anchorage, Santa Monica to New Orleans, New York City to Chicago.
Awards
Recognized by guests, peers and the industry.
Guests love us
- TripAdvisor Travelers' Choice (multiple hotels)
- Booking.com Guest Review Awards (multiple years)
- Hotels.com Loved By Guests (multiple hotels)
Industry and leadership
- HSMAI Best of the Best, Management Company of the Year, 2018
- Zagat US Top Luxury Hotel
- Top 100 Management Companies (multiple years)
- Entrepreneur Magazine's Hot 500
- Coastline Foundation Visionary of the Year
- Ernst and Young Entrepreneur of the Year®
- Passkeys Foundation National Business Leader of Integrity
- NaVOBA Vetrepreneur of the Year®
Honesty, integrity and ethics guide every engagement. Giving back is part of how we work: we support The Green Beret Foundation, International Justice Mission and Sarah House.
Request an Asset Review
Let's take a fresh look at your hotel.
Tell us about your asset. A senior member of our team will review it with you and share an honest view of where the opportunity is, whether you own the hotel, lend against it or are considering buying it.
- Confidential and no obligation
- A reply within one business day
- You speak with a senior team member, not a call center
“His sense of leadership and hospitality shines through.”
Anthony Melchiorri, Host, Travel Channel's Hotel ImpossiblePrefer to talk? Call (714) 848-2224 or email [email protected]. Office in Orange County, California.