LUBBOCK, TX — Hotel Equities (HE), a best-in-class hospitality operator and development firm, announces it has been selected to manage 13 hotels owned by TAJ Hospitality across Lubbock, Texas, bringing HE’s portfolio in the state to 29 hotels. Properties include the Aloft Lubbock, Holiday Inn Express & Suites Lubbock South, TownePlace Suites Lubbock West, and Fairfield Inn Lubbock Downtown (slated to open in February 2026), among others.
Lubbock, one of West Texas’ most visited destinations, attracts millions of visitors annually due to its university, music, and cultural attractions, making it a key growth market for hospitality. As a preferred management company for major brands represented in the TAJ portfolio, HE brings extensive experience and a strong performance track record across premium select-service hotels.
“This collaboration marks an important step in strengthening our footprint across Texas,” said Greg O’Stean, Chief Development Officer of Hotel Equities. “The diversity of these assets, spanning multiple brands, guest segments, and service levels, aligns with our multi-division operating model. We look forward to working closely with their teams to enhance performance, elevate the guest experience, and continue building on the strong foundation TAJ has created.”
Founded by Henry Patel and led day-to-day by Aviraj Patel, TAJ Hospitality is a family-owned organization with more than 40 years of industry experience and 13 hotels built on its philosophy of homegrown hospitality. TAJ Hospitality has built a respected, community-driven platform in Lubbock, shaping the city’s hospitality landscape while continuing to invest in regional growth, community partnerships, and high-quality guest experiences.
“Partnering with Hotel Equities is a key milestone in strengthening our operations and positioning our hotels for long-term success,” said Henry Patel, owner of TAJ Hospitality. “What stood out to us was their ability to move quickly, tailor solutions to each property, and operate with a local-first mindset. Their responsiveness, accountability, and owner-minded approach—identifying opportunities early and solving challenges fast—make them the right partner as we continue growing our hotels in Lubbock and deepening our service to the community.”
The addition of the TAJ portfolio represents continued momentum for Hotel Equities following recent management additions and promotions, as well as recently being recognized as one of Marriott’s top-performing franchise management companies in the U.S. This all reinforces the company’s focus on intentional, strategic growth and its commitment to partnering with ownership groups that share its values, performance priorities, and long-term vision.
For more information about partnering with HE, visit hotelequities.com/development.
