Manager Aperture has big plans over next two years

PHOENIX – When Atlanta-based Banyan Tree Management rebranded in March at Aperture Hotels to pursue more third-party opportunities separate from its historical attachment to Banyan Investment Group, it had but 12 properties in its stable. Within 90 days, it grew to 18 and today has the lofty goal of reaching the top tier of management companies within two years.

President and CEO Charles Oswald recently told Hotel Investment Today at The Lodging Conference that Aperture should be north of 25 hotels under management by the end of this year, around 30 by next summer and is actively seeking portfolio deal opportunities or a strategic alliance to further accelerate growth.

Aperture predominantly plays in the select-serve and lifestyle space in southeastern urban markets, but Oswald said expansion to the West Coast is coming.

Because of its relationships with Banyan Investment Group, which has since rebranded as Satori Collective with a renewed focus on raising and deploying capital, Oswald added that Aperture expects to be able to help owners source emerging deal opportunities and take management in return. “We have the ability to play matchmaker,” he said.

Oswald added that Aperture has assembled a senior team that has collective experience operating over 400 hotels in every chain scale. “We look forward to deploying that experience to help more owners achieve superior guest experience, team member engagement and improved bottom lines,” he said.

The company operates properties with the likes of Marriott, Hilton, IHG, Wyndham and Choice Hotels. Oswald said it follows a value-based approach to management, which is evidenced by an above average portfo­lio-wide gross operating profit margin.

“Aperture Hotels fills the gap between today’s oversized management companies with fractured culture and the smaller, less-sophisticated management companies that often lack subject matter expertise,” Oswald added.

“We’ve spent the last year building the right tech stack, operating systems and processes, and hiring top-notch talent in preparation for this day to attract new third-party management contracts and possible M&A opportunities,” Oswald said. “Being a truly independent third-party operator allows for accelerated growth as we can work with a broad array of owners and not solely captive to one investment firm.”

Oswald closed by saying, “Our initial focus will be on lifestyle, premium select-service and compact full-service… but don’t put us in too tight of a box because we have collective experience across a much broader range of product.”