The Hotel Investor Playbook

Stop treating your front desk like an expense; it's costing you hundreds of thousands in property value. The biggest mistake boutique hotel owners make isn't about the property itself. It's ignoring the untapped revenue sitting right at your check-in counter.In this episode, you'll discover how to turn your front desk into a profit center that can add 5% to your bottom line and potentially $500,000 to your hotel's valuation.A hospitality revenue expert who helped pioneer the car rental upsell model and has spent 25+ years turning frontline employees into sales engines joins us to break down the exact system. Joffrey Toffetti's company, Frontline Performance Group, works with properties from 20-room boutiques to major brands, and his approach has transformed front desk agents from minimum-wage employees into top earners making $50K+ through incentives alone.In this episode, you'll discover:Why the "value mode vs. experience mode" mindset shift changes everything about guest interactionsThe 3-tier incentive structure that motivates front desk staff without blowing your budgetHow late checkout offers alone can generate $40,000+ annually (with almost zero cost)The conversion metrics and "URI" formula to track whether your upselling is actually workingWhy keyless entry and kiosks might be sabotaging your guest relationships and revenueHow to spot upsell opportunities during due diligence before you even buy a propertyIf you're serious about maximizing hotel profitability, this episode will change how you think about staffing and guest experience. Don't leave five figures on the table every year because your front desk doesn't know how to sell.About GeoffreyGeoffrey Toffetti is the CEO of Frontline Performance Group (FPG), where he leverages over three decades of experience to transform hospitality frontline teams into powerful revenue generators. Rising from a resort valet to the C-suite, Geoffrey has guided FPG’s expansion to over 2,500 properties across 100+ countries, helping global brands like Hilton, Marriott, and Hyatt unlock over $2.3 billion in incremental revenue. Through FPG’s innovative IN-Gauge SaaS platform and a "service-based sales" philosophy, he empowers hourly staff to elevate the guest experience while driving significant bottom-line profitability without additional capital expenditure.Connect with GeoffreyConnect with Geoffrey on LinkedIn or visit their Website.Learn how to use AI to underwrite faster, streamline operations, automate the busy work, and make better decisions. Start your 7-day free trial of the AI for CRE Collective here.Connect with Michael on Instagram or LinkedIn. Email Us at info@hotelinvestorplaybook.com Visit the Hotel Investor Playbook Instagram Invest with Malama Capital Submit a deal

Brian Resendez, Senior VP of Hotels at SVN | Bluestone & Hockley, shares invaluable insights on why many aspiring hotel investors struggle to close their first deal. He highlights the critical role of third-party management in scaling operations and the importance of due diligence. Brian also explains how larger hotels can outperform smaller ones, reflecting on his own journey through challenges and pandemic pivots. He emphasizes persistence, relationship-building, and maintaining focus as keys to success in hotel investing.

Scott LaMont, CEO of EDSA, shares his expertise in creating guest-centric designs that go beyond decoration. He emphasizes that the lobby can be a profit center and discusses how to program spaces for different revenue streams. Scott advises on identifying hidden opportunities during acquisitions and the importance of local partnerships for authenticity. He warns against neglecting infrastructure investments and highlights the use of flexible designs to boost NOI. Moreover, he explores how emotional connections in design can enhance the overall guest experience.

Suraj Bhakta, CEO of NewGen Advisory, is a seasoned commercial real estate attorney with a wealth of hotel brokerage experience. He discusses the current market crisis, highlighting how the SBA shutdown is affecting transactions and creating a backlog. Suraj reveals crucial signs of distress that buyers should watch for, such as deferred maintenance and maturing loans. He emphasizes the importance of diligent underwriting, practical buyer strategies, and taking advantage of the upcoming buyer's market while cautioning against seller pricing mistakes. His advice? Build a focused team and be ready to act!

Join Jake Heller, founder of the AI for CRE Collective, as he unveils groundbreaking AI tools tailored for boutique hotel investors. Discover how to swiftly research new markets and streamline processes with innovative tech. Jake shares insights on automating administrative tasks, generating professional investor decks, and reducing legal costs through AI-assisted reviews. Expect to learn practical tips on using AI for effective underwriting and asset management, all aimed at giving small operators a competitive edge without increasing staff.

Odis Martin, owner and captain of the Garifuna family-owned eco-lodge Sindiri on the Reef in Belize, shares his inspiring journey from a graduate thesis to a stunning island resort. He recounts the challenges of hand-digging a swampy island, navigating logistics, and rebuilding after hurricanes. Odis explains why Belize is an attractive option for U.S. investors and details the gritty reality of self-funding without outside investors. His story reveals the passion, resilience, and creativity required to turn a dream into a thriving business.

Hunter Johnson, President of Investment Sales at US Hotel Advisors, shares insights on the hotel investment landscape. He discusses how today’s market gives buyers leverage and reveals what lenders prioritize for first-time buyers. Johnson explains the workings of SBA loans and how to creatively structure deals when numbers are tight. He emphasizes the importance of building relationships with brokers to uncover off-market opportunities and advises investors to focus on markets they know for successful transactions.

Mitch Ehly and Katie Wanzer, the husband-and-wife team behind Fresh Coast Motel and Spruce & Shore Motel, share their journey of transforming historic motels in Door County into stylish boutiques. They discuss key strategies that helped them scale from Airbnbs to full hotel operations while keeping their relationship intact. Discover their innovative use of technology for guest experiences, the challenges of balancing design with functionality, and how they handled the intricacies of partnership dynamics and staffing in a hospitality-focused business.

Sue Graves, founder and CEO of Experience Alive, brings over 30 years of hospitality expertise to the table. In this engaging discussion, she reveals how technology can significantly boost hotel profitability. From using conversational AI to decrease front desk calls to implementing delivery robots that enhance service speed, Sue highlights practical tech solutions. She also discusses the impact of RFID tracking on linen costs and smart room technologies that promote sustainability and energy efficiency, making innovation accessible for every hotel owner.

Tim Ensmann, founder of Boutique Hotel Fund, left a lucrative tech sales career to build a multi-million-dollar portfolio of boutique hotels. He shares pivotal moments that led to his transition and how he used short-term rentals as a stepping stone. Tim reveals valuable insights on identifying the right first project, the financial markers to consider before quitting, and the unexpected success from group bookings that skyrocketed revenue. He also emphasizes the importance of education, strategic partnerships, and hands-on involvement in the renovation process.