ADVISORY

Establishment (Property) and Business (Operations) Advisory – Benchmark Assessments

Objective: Identify inefficiencies or revenue leakage, Improve profit margins and asset utilisation, Ensure alignment with brand standards and strategic goals, Provide actionable insights for owners, managers, and investors

• Full operational audit (P&L, key performance indicators (KPIs) like occupancy, ADR, RevPAR)
• Competitor and industry benchmarking
• Market positioning analysis
• Capital Expenditure (CapEx) and Proposed Property Improvement Plan (PIP) mapping aligned with brand aspirations, standards and target markets
• CapEx modelling with ROI forecasts
• Operating Expenditure (OpEx) forecasts and cost saving strategies
• Cost-optimised vendor sourcing + project phasing
• Departmental performance audits
• Labor productivity
• Sales and marketing ROI
• Compliance

INVESTMENT 

Investments for several strategic and financial reasons

Connect hospitality owners and investors with institutional capital and strategic buyers worldwide

Objective: Identify aspects that need investment and source suitable investment capital – typically for: Renovation and upgrades, Expansion, Working capital, Brand conversion or repositioning, Technology efficiency improvements, Debt refinancing, Market recovery and turnaround, Investor or owner exit liquidity

• Assessments
• Feasibility and investment analysis
• ROI forecasts
• Capital markets
• Acquisition and disposition
• Structuring of debt
• Equity solutions
• Investor pitch decks
• Deal sourcing
• JV opportunities
• Franchise incorporation agreement negotiation
• Facility management negotiation
• Government grants or green funding strategy
• Bring investment transactions to fulfillment

ASSET MANAGEMENT

Assisting hotel owners in realising their investment goals.

Act as an owner’s agent or representative to ensure that a hotel is acquired for a reasonable price, is then operated properly during the period of ownership, and ultimately is disposed of at an appropriate time and price.

Objective: Maximise financial performance and long-term value on behalf of owners, protecting and enhancing investments and drive the best possible value out of each asset – thus crucial that the brand, operator and owner are all aligned on objectives.

If you consider a hotel asset manager, it means you own (or plan to own) a hotel and are considering hiring a company to manage it. In this case, a hotel asset management company will make sure that your interests as an owner are protected, and you have a specialist partner that ensures you understand the specific features of the hotel industry and, most importantly, optimise the value of the asset.

• Alignment of objectives
• Review of financials
• Control and enhancement of operating performance
• Legal advice
• Investment advise
• Financial oversight
• Operator supervision
• Relationship management
• Capital planning and management
• Long-term value creation
• Contract lease reviews and negotiations
• Benchmarking and performance analysis
• Design and development oversight

DEVELOPMENT PROJECT MANAGEMENT

Overseeing one-time initiatives

Objective: The structured process of planning, executing, and delivering capital projects on time, within budget, and to quality standards, while minimising disruption to ongoing operations. Protects owners investment and ensures the upgraded asset contributes to RevPAR and value growth

• Assess demand, competition, location suitability, and financial viability
• RE-Define concept, target guests, amenities, and design philosophy
• Development planning
• Renovation, refurbishment and upgrades planning
• Construction
• Oversight of CapEx
• Brand conversions or compliance upgrades
• Pre-opening support

DESIGN

Creative vision – translating strategic goals into visual, functional, and technical outcomes

Objective: Reimagining guest experiences, brand alignment, and asset value before implementation. Include conceptual, aesthetic, spatial, functional, and compliance-related decisions

• Cultural sensitive concept development
• Propose low-cost high-impact design refresh concepts
• Brand compliance
• Space planning, zoning and layout optimisation
• FF&E and OS&E specification
• Accessibility and code compliance
• Sustainability and ESG considerations
• Technology integration
• Health, fitness and wellbeing integration
• Guest experience integration
• Ambiance and atmosphere
• Comfort and ergonomics
• Durable materials
• Signature style
• Lightning
• Sound
• Artwork
• Decor
• Furniture
• Scent

TECHNOLOGY

Latest technology innovations to stay ahead of the curve

Objective: Implement a fully integrated, intelligent environment where operations and guest experiences are seamless, immersive, and personalised through advanced tech

• Deliver a futuristic, intelligent, emotionally aware hospitality experience
• Minimalist but advanced tech – invisible, intuitive, and ever-present
• Tech stack needs analysis
• Operational alignment
• Maintenance and upkeep readiness
• IT support

HEALTH & FITNESS INTEGRATION

Modern guests don’t press pause on their health goals when they travel. They demand environments that support them physically, mentally and emotionally. Hotels that recognise this are quietly unlocking a new level of value.

Objective: Create holistic environments that support guest wellbeing through physical amenities, in-room wellness features, nutritious food options, and mental health services. This integration goes beyond basic gyms to full wellness ecosystems, addressing modern travellers’ desire to maintain health routines, manage stress, and improve overall wellbeing during their stays.

• In-Room wellness
• Fitness kits
• Enhanced fitness facilities
• Enhanced, movement and activity programs
• Modern and specialised gym equipment people actually want to use
• Recovery and relaxation
• Nutrition and healthy dining
• Wellness features

OPERATIONS MANAGEMENT

Managing day-to-day operations

Objective: Keeping the hotel open and functional every day while supporting the successful transitions to the upgraded versions of tomorrow

• Provide operational leadership
• Implement third-party management company (vetted, branded or white-label)
• Opening and ongoing support
• Operational alignment
• Operating Expenditure (OpEx)
• Revenue management
• Accounting and finance
• Procurement
• Human resources
• Hiring and onboarding assistance
• Staff training and SOP updates
• Incentive alignment systems for staff
• Service delivery
• Food and beverage
• Maintenance and upkeep readiness
• Performance Monitoring and ROI tracking

ORGANISATIONAL CULTURE

Core values, beliefs, attitudes, systems, and rules that outline and influence employee behaviour

Objectives: To promote innovation, collaboration, and resilience to navigate challenges effectively. The right culture can boost morale, collaboration, productivity, and guest satisfaction – driving performance and growth. A robust culture attracts top talent

• Design, reinforce, live
• Team and organisation philosophy
• Translate values into behaviours
• Design rituals and symbols
• Wellbeing and professional development 
• Build a legacy that enriches people’s lives

GUEST EXPERIENCE

Build long-term relationships through deep emotional connections

Objectives: Intentionally craft every touchpoint of a guest’s journey, from pre-arrival to post-stay, to create an experience that is memorable, emotionally satisfying, aligned with the brand ethos, and drives repeat business, loyalty, and revenue

• Research and analytics
• Examinations and inspections
• Consistency and personalisation evaluations
• Guest review analysis and service audits
• Journey mapping with sensory and emotional layering
• Service blueprint standards development
• Facilitate training and change
• Enhance every touchpoint
• Guest feedback loop for guest satisfaction scores (GSS)
• Drive more revenue through experience
• Loyalty VIP membership club program

MARKETING & PROMOTION

Drive Bookings and Revenue

Objective: Attract, convert, and retain guests by communicating value, uniqueness, and offerings in a way that drives bookings, brand awareness, and revenue

• Brand identity and awareness
• Clear positioning strategy
• Differentiation audit
• Audience segmentation
• Content assets and messaging – story, voice, visuals, video
• Website and direct booking systems redesign
• Inclusion in curated OTAs
• Leverage digital and social channels
• Maximise use of all onsite revenue centers
• Local service and experience offering integrations
• Tour operator and DMC inclusion
• Corporate and Leisure events strategy
• Public relations
• Promotion campaigns
• FAM trips (familiarisation tours for media and agents)
• Influencer collaboration program
• Media-ready pitch kit for travel journalists
• Key outcome metrics

SUSTAINABILITY & ESG

ESG (Environmental, Social, Governance) – Deeply committed to enrich the future of destinations

Objective: Operate responsibly and ethically, while ensuring long-term profitability, resilience, and positive impact on the planet, people, and local communities.

• Reduce environmental impact
• Enhance social responsibility
• Improve governance and transparency
• Increase long-term profitability
• Ensure regulatory and compliance standards
• Comply with regulations and certifications
• Strengthen brand loyalty and reputation

INTERNATIONAL GRADING

Widely recognised methods used to classify and categorise facilities based on quality, amenities, services, and facilities

Objective: Upgrade facilities to meet local grading council standards PLUS international worldwide grading standards and criteria to the likes of Forbes Travel Guide and others, rising brand equity, increasing bookings, making more profits and enhance reputation.

• Join well-known internationally recognised grading councils
• Take advantage of guest review platforms

ONGOING CONSULTING

Act as a strategic partner and performance catalyst

Objective: Optimise the performance, profitability, and long-term value of the property or portfolio through strategic oversight, innovation, and execution across all operational and developmental areas.

• Continuously monitor and improve P&L performance, occupancy, ADR, RevPAR
• Optimise staff productivity, SOPs, service delivery, and guest satisfaction
• Identify and solve inefficiencies, cost leaks, or operational bottlenecks
• Preserve and grow the asset value
• Monitor CAPEX & ROI on upgrades or repositioning efforts
• Work closely with owners and operators to balance short-term returns with long-term value creation
• Ensure day-to-day operations are lean, effective, and aligned with brand standards
• Maximise both operational cash flow and real estate value
• Sustain and grow demand by making the brand relevant and visible to the right audience
• Future-proof the property while building trust with guests, staff, and stakeholders.
• Conduct performance reviews, operational audits, and KPI tracking
• Act as a liaison between owners, operators, and stakeholders
• Provide market insights and benchmarking
• Offer training, mentorship, and systems guidance
• Monitor trends and recommend innovations or repositioning strategies
• Maintain business continuity and risk management
• Serve as a risk mitigator and opportunity accelerator
• Security, health and safety

INDEPENDENT

Stroom acquires non-performing entities and enhance their value through rebranding, refurbishing and investment

Objective: Reignite and revive old establishments. Stroom forms long-term leases with skilled operators, does ongoing property development and optimisation of the portfolio.

• Active ownership model
• Acquiring and repositioning properties
• Form long-term leases with skilled operators
• Monitor tenant performance
• Ongoing property development
• Continuous optimisation of portfolio

ACCOMMODATIONS

• Hotels
• Resorts
• Lodges
• Villas
• Yachts
• Guest houses
• Residencies
  

WELLBEING SPAS

• Day spas
• Destination spa
• Retreats
• Speciality clubs
• Medical spa
• Longevity clinics
  

FOOD & BEVERAGE

• Restaurants
• Bars
• Cafes
• Lounges
• Private dining clubs
  

RETAIL

• Inside establishment retail shops
• Luxury mall retail shops