The Wilde Resort & Spa Sedona
Converting Branded Property to Independent, Driving Direct Bookings and Loyalty.
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29-Property Portfolio Launch | Essential Group
Postcard Cabins
Relaunch of an Independent Portfolio in a Unique Lodging Class
Rebranded portfolio to the Marriott Bonvoy Outdoor Collection through multi-step transition plan, including comprehensive post-launch assessment and scalable foundation.
Assumed management in January 2025.
Strategy
- Rebranded portfolio from Getaway to PostcardCabins Jan 2025. From May–September transitioned the brand to Marriott white-label platform with full Outdoor Collection branded operation beginning Oct 2025.
- Comprehensive post-takeover assessment; right-sized org structure for long-term viability.
- Operational, marketing, and financial foundations rebuilt; baseline processes and accountability established.
- Procurement evaluated for scalable vendor partnerships; legacy knowledge transfer preserved brand integrity and future brand positioning.
The Results
- Increased operational margins YoY.
- Top 10 performing franchised hotel brand.
- Positive EBITDA with Propco variance of $3.6M+.
Performing Franchised Hotel Brand
Top 10
Propco Variance, Positive EBITDA
$ 3.6M+
Measurable Outcomes, Elevated Performance
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Residence Inn Atlanta Perimeter Center
Delivered Consistent Growth & Guest Loyalty at a Newly Opened Property
