Over the past three decades, I’ve had the privilege of helping turn around dozens of underperforming boutique hotels and resort properties—some of which were on the brink of closure. Whether it’s a beachfront inn that’s lost its sparkle or a luxury resort with sagging occupancy and unhappy staff, I’ve learned one core truth: most struggling hotels don’t have a revenue problem—they have a clarity problem.

What do I mean by that? Clarity in purpose, operations, culture, and guest experience. If those pieces aren’t aligned, even the most beautiful property can start to feel forgettable or dysfunctional. But with the right strategy and support, I’ve seen incredible turnarounds—properties that go from break-even to booked solid in under a year.

Here are five proven strategies I use when helping hotels get back on track.

Start with an Honest Operational Audit

Before you can fix anything, you need to know what’s actually broken. I begin every project with a deep operational audit. This isn’t just about reviewing the budget or evaluating guest reviews—it’s about spending time on-site, observing, listening, and walking in the guest’s shoes. Are front desk agents consistently friendly and efficient? Are the rooms truly clean, or just “passable”? Is the F&B team working as a unit or scrambling to keep up? I take a close look at systems, staffing, vendor relationships, inventory control, and even digital booking funnels. No detail is too small. The point of this audit is to remove the guesswork. Once we have a clear picture of what’s working and what’s not, we can build a realistic action plan.

Fix the Culture—Fast

I’ve never seen a hotel with poor performance and a healthy internal culture. The two just don’t go together. One of the first things I do is assess the energy and morale of the staff. If your team is disengaged, guests will notice—immediately. Culture is set at the top, and in many cases, it starts with training and leadership development. I work with managers to build a culture of accountability and hospitality, but also empathy. We revisit job descriptions, service standards, and how wins are celebrated. People want to feel like they matter—and when they do, they take better care of your guests. Sometimes it’s also about removing toxic influences or restructuring teams that aren’t aligned with the property’s mission. It’s hard work, but without a healthy culture, everything else will struggle to stick.

Refine the Guest Experience

If you want to stand out as a boutique hotel or resort, your guest experience can’t be generic—it has to be memorable. That means creating moments of delight and removing friction wherever possible. I often do this by mapping the guest journey from first click to check-out. How does the booking experience feel? Are pre-arrival emails warm and helpful? Is check-in smooth and welcoming? What about little surprises during the stay—a handwritten welcome card, local snacks, a staff member who remembers your name? In boutique properties, these touches go a long way. I help teams identify signature experiences they can own and elevate—whether it’s a sunset cocktail hour, locally sourced breakfast baskets, or yoga on the lawn. It’s not about spending more, it’s about thinking creatively and consistently.

Modernize the Digital Experience

Many underperforming hotels haven’t updated their digital strategy in years. A clunky website, outdated photos, or a third-party booking system that’s hard to navigate can silently kill conversion rates. We start with a digital audit: Is the website mobile-friendly? Are the photos professional and inviting? Are you telling a clear story of what makes your hotel unique? From there, we align messaging across channels—your website, booking engine, Google listing, and social media. I also work with teams on managing and responding to reviews, optimizing email communication, and ensuring your brand personality is coming through online. Today’s traveler doesn’t just want a room—they want to imagine the experience. Your digital presence needs to do more than function; it needs to inspire.

Make the Numbers Work for You

Finally, no turnaround is complete without dialing into the financials. But this isn’t about cutting corners—it’s about optimizing spend and maximizing revenue. We often identify bloated vendor contracts, overstaffed shifts, or outdated pricing models. On the flip side, I help properties develop smarter revenue strategies—like introducing tiered room rates, dynamic pricing, or seasonal packages that drive demand during slower periods. It’s also key to track the right metrics. Instead of just looking at occupancy, we dive into RevPAR, GOP per room, cost per occupied room, and guest acquisition costs. These numbers tell the real story—and once you understand them, you can start improving them.

The Bottom Line: You Can Turn It Around

I’ve yet to meet a hotel that couldn’t be turned around with the right approach. It’s not easy, and it doesn’t happen overnight. But when you lead with clarity, consistency, and care—for both your team and your guests—you create a place people want to return to and talk about. Boutique hotels and resorts have a special kind of magic. They’re intimate, unique, and full of potential. When we combine operational discipline with a passion for service, that magic becomes unstoppable. If you’re facing challenges with your property and don’t know where to start, you’re not alone. I’ve been in the trenches, and I’d be honored to help you write your next success story.