The Farnam in Omaha , Nebraska , part of Marriott ’ s Autograph Collection
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Hotel Equities creates lifestyle division
PARTNERS WITH GREENWOOD HOSPITALITY TO POOL INFRASTRUCTURE AND LEADERSHIP .
By KATHAKALI NANDI
Hotel Equities , the Alpharetta , Georgia-based hotel development , ownership and management company , recently announced a strategic partnership with Greenwood Hospitality to create a new lifestyle division that launches with 30 assets .
The deal combines Greenwood ’ s collection of luxury and lifestyle hotels with Hotel Equities ’ portfolio of full-service and serviced hotels and includes assets such as The Farnam in Omaha , Nebraska , and The Henry in Dearborn , Michigan – both Autograph Collection properties . Among others , it also includes the Tulsa Club , a Curio Collection by Hilton in Tulsa , Oklahoma .
“ The name of the lifestyle division is Greenwood , which is the new strategic partner that we recently combined efforts with to run our overall lifestyle division ,” says Joe Reardon , chief development officer of Hotel Equities . “ They have owned this space for many years , and now by combining efforts , we look forward to substantial growth as a team .”
Creating a lifestyle division had been part of Hotel Equities ’ plans for quite some time and the company had been preparing for the last three years by adding infrastructure and leaders with full-service , luxury , food and beverage and lifestyle backgrounds .
The new division might be Hotel Equities ’ fastest growing segment in their organization because of the number of brands they currently have and their experience in lifestyle and alternative hospitality . The company has several lifestyle hotels , not only under contract but in “ deep conversations with larger portfolios ” to grow this footprint and the division . “ Anytime you put two strong corporations together , you ’ re always going to get better
30 hotelsmag . com Nov / Dec 2022