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Another Alliance

Hotel Equities Inks Deal With Greenwood Hospitality As Part Of Its Latest Growth Initiative

By Dennis Nessler | March 17, 2022

Hotel Equities continued its aggressive growth through strategic alliances with yet another deal with a prominent management company that will add some 30 properties to its portfolio.

Earlier today, Atlanta-based Hotel Equities announced the formation of a strategic alliance with Colorado-based Greenwood Hospitality. The Greenwood portfolio of 30 hotels spans coast to coast and consists of high-end independent and branded hotels, including Marriott, Hilton and IHG. The combined portfolio of Hotel Equities and Greenwood will be in excess of 200 hotels.

The combination creates a vertically integrated platform representing all hospitality categories and chain scales. With this alliance, Hotel Equities and Greenwood will offer industry leading operations, sales and marketing, revenue generation, human resources, development services, and training/development to all of its clients, according to the company.

“The synergies we share, along with my respect for the Greenwood organization and the principals who have guided the company to become leaders in the lifestyle and full-service space, have me excited about what this partnership represents and where it will take us,” stated President and CEO of Hotel Equities, Brad Rahinsky. “Scale has always mattered but never more so than today. The combined resources along with the talent and experience that comes together through this marriage creates a peerless force in the industry.”

“We are thrilled about our partnership with Hotel Equities, largely in part because of our aligning company values,” said Principal of Greenwood, Tom Conran, in a statement. “Hotel Equities bases its company culture on a set of 12 value statements which coincide well with Greenwood’s commitment to taking care of our team, our guests and our investor partners. This partnership provides unparalleled opportunities, resources, and support at a time where those things have never been more important in our industry.”

Last month, Hotel Equities and Coakley & Williams Hotel Management announced the formation of a strategic alliance whereby Hotel Equities is providing operational oversight and national support to all hotels within the Coakley & Williams portfolio of properties.

The alliance provides Coakley & Williams with additional resources, including Hotel Equities’ best-in-class operational platform, industry leading sales and revenue generation expertise, an award-winning hospitality training platform and proprietary business intelligence tools, according to the company.

In November, Hotel Equities and Sethi Management announced the formation of a strategic alliance. Sethi is based in Carlsbad, CA, and has a 40-year history as successful owners and operators of more than 75 businesses across a diversified management portfolio including retail, restaurants and hotels.

The alliance accelerates strategic growth for both Hotel Equities and Sethi through a focus on hotel development and acquisitions. Sethi’s hotel portfolio consists of award-winning Hilton, Marriott and Hyatt products demonstrating Sethi’s proven leadership in hotel management.


Dennis Nessler

Dennis Nessler is Editor-in-Chief of Hotel Interactive, parent company of Hotel Community Forum. Nessler brings more than 28 years of editorial experience to his position, including some 17 years in the hospitality industry. As part of his duties, Nessler not only covers the industry editorially but moderates various high-level panel sessions at hospitality events and frequently conducts one-on-one interviews with C-level executives.

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