



— APEX PARTNERS
Specializing in
hospitality & ASSET management
We are the premier value-add partner for hospitality assets valued under $10 million. By combining institutional-grade management with agile operational strategies, we unlock hidden potential in boutique hotels, motels, and inns across tertiary markets.
MANAGING World-Class HOSPITALITY Brands
— WHO WE ARE
The Turnaround Specialists for Small-Cap Hospitality
Apex Asset Management is a specialized operator focusing exclusively on hospitality assets valued under $10 million. While major REITs overlook these boutique hotels, motels, and inns, we see immense untapped potential.
We don't just maintain properties; we transform them. By implementing institutional-grade operational standards, modern revenue management systems, and targeted capital improvements, we turn underperforming assets into high-yield cash flow engines. Our connection to Apex CRE gives us unique insights into market value and acquisition opportunities.


— OUR SERVICES
Why Work With Us?
Operational
Excellence
Streamlining staffing, housekeeping, and front-desk operations to reduce overhead while improving guest satisfaction scores.
Revenue
Management
Implementing dynamic pricing algorithms and OTA distribution strategies to drive RevPAR and capture market share.
Capex &
Renovation
Managing PIPs (Property Improvement Plans) and renovations on time and on budget to force appreciation.
Financial
Reporting
Transparent, institutional-grade P&L reporting and forecasting to keep investors informed and confident.
— YOUR TRUSTED PARTNER
The
Advantage
We don't just promise results; we measure them. Here is the average performance uplift across our managed portfolio within 24 months of takeover.
35%
Avg. Revenue Increase (YoY)
Achieved through precision dynamic pricing & targeted marketing campaigns.
22%
Avg. OpEx Reduction
Realized through vendor contract renegotiation & labor efficiency models.
40%
Avg. Increase in RevPAR
Revenue Per Available Room optimization via occupancy and ADR balance.

BEFORE
- Significant deferred maintenance & poor physical condition
- Historical low occupancy & weak online presence
- High expense ratios & unoptimized staffing

AFTER
- Achieved stabilized occupancy exceeding 90%
- #1 Ranking on TripAdvisor & improved guest sentiment
- Double-digit NOI growth & asset appreciation
— PROVEN TRACK RECORD
Featured Hospitality Investment Portfolio
Explore our curated selection of owned hospitality assets. Each property in our portfolio is strategically selected for its value-add potential, market resilience, and ability to generate consistent passive income for our partners.
Holiday Inn Express ⟶
Sandy, UT
Ramada Suites ⟶
Richfield, UT
List of Services
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Red Lion Hotel & Conference Center/properties-page/red-lion-hotel-conference-center Red Lion Hotel & Conference Center
Discover an exceptional investment opportunity in the heart of St. George! The Red Lion Hotel and Conference Center offers unmatched potential, boasting a prime location near some of Utah's most iconic attractions, including Zion National Park, Snow Canyon State Park, and a variety of outdoor recreation and cultural destinations. With its convenient access to I-15, this property is perfectly positioned to cater to both travelers and locals. The facility includes spacious guest accommodations, versatile conference spaces, and a range of amenities, making it an ideal candidate for continued hospitality use or conversion into apartment living. The growing demand for residential housing in St. George, coupled with this property's generous layout and excellent location, makes it a promising option for redevelopment into modern, desirable apartments.
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Red Stone Inn - Moab/properties-page/Red-Stone-Inn-Moab Red Stone Inn - Moab
In a vicinity where no competing hotels will be developed nearby, 52 room hotel, 53 parking spaces , 1.27 lot acres, Independent Operations , Nestled amidst the red rock landscapes of southern Utah, Moab is a haven for adventure seekers, drawing millions of visitors annually.
52 room hotel, heart of Moab downtown, pet friendly accommodations, prime Moab location, in-room amenities, including a refrigerator, coffee maker, and microwave. In a vicinity where no competing hotels will be developed nearby. Conveniently located near major highways, Moab is easily accessible for both regional and national visitors. This accessibility enhances the market reach of your hotel, attracting guests from various locations.
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Holiday Inn Express & Suites West Omaha/properties-page/holiday-inn-express-suites-west-omaha Holiday Inn Express & Suites West Omaha
Investment Opportunity: Holiday Inn Express & Suites Elkhorn, Nebraska, located in the fast-growing West Omaha area, the Holiday Inn Express & Suites Elkhorn offers a prime investment opportunity. Opened in 2020, this modern 4-story hotel boasts 90 well-appointed rooms and is designed for both comfort and convenience. Guests can enjoy a variety of amenities, including an indoor pool, a full gym, guest laundry facilities, and a pet-friendly policy. A complimentary breakfast is provided with every stay. The hotel’s strategic location offers excellent accessibility, with a 25-minute drive to Millard Airport (MIQ) and just 43 minutes to Eppley Field Airport (OMA). Guests also enjoy easy walking distance to local restaurants and bars, as well as a short drive to a variety of nearby attractions, including the Henry Doorly Zoo and Aquarium, Two Rivers State Recreation Area, and more. With consistently high guest reviews and a prime location in a growing market, this hotel presents an ideal addition to your investment portfolio.
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La Quinta Inn & Suites/properties-page/la-quinta-inn-suites La Quinta Inn & Suites
La Quinta Inn & Suites - Kanab, Utah Offered at $13,900,000 ($147,872 per key) Discover a unique opportunity to own a newer, well-maintained hotel built in 2018, located in the heart of scenic Kanab, Utah. This 94-room La Quinta Inn & Suites is perfectly positioned to attract guests drawn to the region’s stunning natural attractions. Known as the "Gateway to the National Parks," Kanab offers proximity to Zion, Bryce Canyon, and the Grand Canyon, providing year-round demand from outdoor enthusiasts. Local amenities include hiking trails, national park access, and a variety of dining options, making it an appealing destination for tourists. This investment combines prime location, recent construction, and strong market appeal, with modern accommodations ready for a new owner. Don’t miss out on this prime hospitality asset in one of Utah's top travel destinations.
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Best Western Brigham City/properties-page/best-western-brigham-city Best Western Brigham City
Discover a prime investment opportunity in Brigham City, Utah, with this newly renovated Best Western. Completed in 2022, the 53-key hotel offers modern amenities and exceptional guest comfort. Situated on a large lot, the property includes valuable excess land, ideal for future development such as townhomes, additional hotels, or mixed-use projects. Brigham City’s charm, growing economy, and proximity to attractions like the Bear River Migratory Bird Refuge make it a sought-after destination for leisure and business travelers. With its blend of small-town appeal and access to major urban centers like Ogden and Salt Lake City, the area ensures steady demand for lodging.
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Destinations Inn/Black Swan Inn/properties-page/Destinations-Inn-Black-Swan-Inn Destinations Inn/Black Swan Inn
This rare portfolio offering includes two exceptional boutique hotels in Southeastern Idaho: the Destinations Inn in Idaho Falls and Black Swan Inn in Pocatello. Together, these independently branded, thematically distinct properties provide a unique investment opportunity with strong historical performance, operational efficiency, and high guest satisfaction. Strategically located in growing regional markets with limited direct competition, this 24-unit portfolio—plus 3 additional shells ready for build-out—is ideally positioned to capture continued demand from leisure, business, and extended-stay travelers. Destinations Inn – Idaho Falls, ID A local landmark located in downtown Idaho Falls, Destinations Inn is a premier themed boutique hotel designed to deliver immersive and romantic experiences. Each of the 14 custom-designed suites transports guests to a different part of the world—ranging from Paris to Egypt—complete with luxury spa tubs, detailed decor, and bespoke finishes. The hotel caters primarily to couples and special occasion travelers, earning consistent occupancy and high ADR through its strong local brand presence, loyal repeat clientele, and distinctive appeal. Black Swan Inn – Pocatello, ID Located near Idaho State University and downtown Pocatello, Black Swan offers 14, apartment-style suites in a historic building. The property features modern design, kitchenettes in each unit, and a tech-enabled operating model that supports contactless check-in and streamlined management. With its extended-stay-friendly amenities and flexible layout, Black Swan appeals to leisure travelers, business guests, and university-related stays, maintaining strong performance throughout the year.

Mayur Dubai
Apex Assets Manager
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UT 7961776
— OUR EXPERTS
Meet The Team

Mayur Dubai
Apex Assets Manager
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— Common Questions
Hospitality Management FAQ
Answers for hotel owners looking to improve asset performance.
What types of properties does Apex manage?
We specialize in hospitality assets valued under $10 million. This includes independent boutique hotels, limited-service motels, inns, and bed & breakfasts. We have a proven track record in high-growth tertiary markets and high-traffic interstate locations where we can apply our operational expertise.
How do you improve hotel RevPAR?
We drive Revenue Per Available Room (RevPAR) through a multi-pronged approach: optimizing channel distribution (balancing OTAs vs. direct bookings), implementing dynamic pricing strategies based on local demand drivers, and enhancing the guest experience to justify higher Average Daily Rates (ADR).
Does Apex handle property renovations and PIPs?
Yes. We act as your owner's representative for all capital expenditure (Capex) projects. From lobby refreshes to full Property Improvement Plans (PIPs) required by brands, we oversee contractors, manage budgets, and ensure projects are completed to maximize ROI.
What is your fee structure for third-party management?
We offer competitive management fee structures typically based on a percentage of gross revenue, often with performance incentives tied to Net Operating Income (NOI) growth. This ensures our interests are fully aligned with the property owner's financial success.
Do you assist with franchise negotiations?
Absolutely. We leverage our volume and relationships with major brands (Hilton, Marriott, IHG, Choice, Wyndham) to negotiate favorable franchise agreements on behalf of owners. We also expertly manage Property Improvement Plan (PIP) negotiations to minimize capital outlay while meeting brand standards.
Do you manage distressed assets or receiverships?
Yes. Apex specializes in rapid-response management for distressed hotels and receivership scenarios. Our team deploys immediately to stabilize operations, secure cash flow, preserve asset value, and position the property for a successful disposition or refinancing event.
What is your strategy for reducing OTA commissions?
We implement aggressive direct booking strategies through SEO-optimized hotel websites, loyalty programs, and targeted email marketing. By shifting mix away from high-commission Online Travel Agencies (OTAs) like Expedia and Booking.com, we significantly lower customer acquisition costs (CAC) and improve bottom-line profitability.
How do you handle hotel digital marketing?
Our marketing team executes full-funnel hotel digital marketing campaigns. This includes managing Google Hotel Ads, Metasearch bidding, social media engagement, and reputation management to ensure your property maintains high visibility and conversion rates in a crowded marketplace.
— Take the Next Step
Discuss Your Hotel Asset Strategy
Ready to unlock the potential of your hotel, motel, or inn? Contact our executive management team today for a confidential consultation and asset valuation.
Let's Connect
Our Clients Are Family
At Apex Team, we believe success is built on partnership. When you work with us, you gain more than a broker, you gain a dedicated team committed to guiding you at every step. Let’s build something extraordinary together.




