Introduction
“I didn’t know you could own a hotel” is a common response to the idea of hotel ownership. For many, it seems like an unattainable goal, reserved for the lucky or well-connected. Yet, for those willing to navigate the industry or carve their own path, hotel ownership is not only possible but can also serve as a powerful means of generating wealth and uplifting communities.
My own journey began with my love for hospitality and my mother’s encouragement to “dream bigger, go further.” Through education, industry connections, and my current role as a consultant at CBRE Hotels, I’ve come to see hotel ownership as a practical goal—one I now help my clients achieve. However, for many minorities, particularly Black and Latino communities, the road to hotel ownership can feel distant.
These communities have long been defined by their ingenuity, creativity, passion, and hospitality—traits that align perfectly with hotel ownership. Yet, the reality is that Black and Latino representation on the ownership level remains disproportionately low. While there is a rich history of minority hotel ownership, barriers such as access to capital and lack of awareness continue to limit participation.
A Historical Legacy of Hospitality
Black hotel ownership has deep historical roots. As Omari Head, director at Paramount Lodging Advisors, noted, “Traditionally, this is a space that we have dominated.” During the Reconstruction era and segregation, lodging options for Black travelers were limited, leading to the creation of safe havens like those listed in The Green Book.
Published in 1936 by Victor Hugo Green, The Green Book guided African American travelers to businesses that welcomed them. These hotels and accommodations were more than just places to stay—they symbolized community, resilience, and entrepreneurship. Key figures like George Thomas Downing, James Wormley, Maggie Lena Walker, Robert Reed Church, and Arthur G. Gaston laid the foundation for Black hotel ownership during this period.
Traditionally, this is a space that we have dominated. Omari Head, Director at Paramount Lodging Advisors
Latino hotel ownership also boasts a rich history dating back to the 1800s. Trailblazers like Pio Pico, the last governor of Mexican California, established iconic properties such as the luxurious Pico House in Los Angeles. These hotels were cultural hubs, offering spaces of safety and solidarity in a society that often marginalized Latino individuals.
The Current Landscape
Today, Black and Latino hotel ownership represents a small fraction of the industry. Black individuals own less than 2% of hotels in the U.S., while Hispanic-Latino ownership accounts for 9.1% of accommodation firms, according to the 2023 Latino Hotel Association Entrepreneurship Investment Report.
This lack of representation is striking given the economic power of these communities. Black U.S. travelers spend over $100 billion annually on travel and hospitality, while the Latino community spends $113.9 billion on domestic leisure travel. These figures highlight not only the importance of representation in ownership but also the potential to cater to the preferences and needs of these travelers.
Hotels are responsible for 1 in 25 jobs in the U.S., giving Black and Latino owners a unique opportunity to create jobs within their own communities. While the challenges are significant, the potential impact of increasing minority ownership is immense.
Overcoming Barriers: Education and Awareness
One of the biggest obstacles to Black and Latino hotel ownership is a lack of awareness that this is a viable path. Many individuals from these communities work in hotels in roles such as cleaning, maintenance, or even management, but rarely in ownership positions. Lynette Montoya, President of the Latino Hotel Association (LHA), says it takes true “ganas,” or “desire” to pursue hotel ownership. With the right mindset and tools, it is highly achievable.
Education is critical. Even high-net-worth individuals often lack the knowledge needed to invest in hotels. “The equity is out there, but it is not educated on hotel ownership,” says Head. He and Montoya are dedicated to educating minorities about hotel ownership through resources, mentorship, and networking opportunities.
Kendra Plummer and Amina Gilyard-James are two examples of individuals who have broken into hotel ownership by prioritizing education. Plummer, founder of Elise Capital, initially believed that being a general manager equated to ownership. Through her studies in hotel management school, she learned about the complexities of operations, deal structuring, and investment strategies. Today, her firm manages a portfolio of three hotels, with a mission to unlock generational wealth for underrepresented communities.
The equity is out there, but it is not educated on hotel ownership. Omari Head, Director at Paramount Lodging Advisors
Gilyard-James and her husband, Norland James, took a different route, investing as limited partners in minority-led hotel deals. Despite challenges with their first investment, they persevered, learning from setbacks and eventually becoming general partners in two hotels. Their journey underscores the importance of persistence, networking, and embracing community support.
Organizations like the LHA, the National Association of Black Hotel Owners, Operators, and Developers (NABHOOD), and Hospitality Hued play a vital role in providing education, resources, and connections for aspiring hoteliers.
Collective Economics
Another key to success in hotel ownership is collective economics. As Plummer explains, “Hotels are one of the best examples of collective economics. It takes a group to get a project done instead of resting on just one person’s shoulders.”
Many minority hotel owners start by raising capital within their communities. Friends, family, and local investors become early stakeholders, creating opportunities for shared economic growth. Plummer says Elise Capital’s investors are 80% minorities, “whether that be through gender, race, or age.” Minority led hotel deals open the door for new minority investors.
By pooling resources and working collaboratively, Black and Latino communities can overcome financial challenges and create avenues for generational wealth.
Building a Future in Hotel Ownership
For aspiring hoteliers, building a strong community and network is essential. Hospitality is not a solitary journey—it thrives on collaboration and shared knowledge. Gilyard-James emphasizes the importance of giving back, frequently engaging with local communities and speaking at HBCUs to inspire the next generation of owners.
The hotel industry is constantly evolving, and staying attuned to trends is critical. From extended-stay products to technological advancements, the ability to adapt is key. Many people are trying to skip steps, says Head. Please do not skip the steps. Talk to professionals, hire them, and listen to what they say.
An Expansive Possibility
Hotel ownership represents an expansive possibility for Black and Latino communities, one that can drive economic development and create lasting legacies. Leaders like Gilyard-James, Plummer, Head, and Montoya are passionate about spreading the word that ownership is attainable. “There are plenty of hotels to go around,” Gilyard-James remarks. “This is not a ‘me versus you’ industry.”
Access to capital remains a major challenge, but initiatives like crowdfunding, joint ventures, and partnerships with investment firms are helping to bridge the gap. The future of the hotel industry is bright, with opportunities for innovation, inclusivity, and economic empowerment.
There are plenty of hotels to go around, this is not a ‘me versus you’ industry. Amina Gilyard-James, Duke Ventures LLC
As Omari Head says, I’m excited for the day when going to the grand opening of my daughter’s hotel is no longer seen as a unicorn moment. Together, Black and Latino hoteliers are paving the way for a more diverse and equitable hospitality landscape.
So yes, hotel ownership is possible. With a rich history to lean on and a growing community of trailblazers, the opportunity is ripe for those willing to take the leap. The next chapter of minority hotel ownership is one of resilience, collaboration, and boundless potential.
Spotlight: Brand Minority Programs
Championing Diversity in Hotel Ownership
John Lancaster, Vice President of Strategic Programs at Choice Hotels International, describes hospitality as an industry where “somebody looks out for you and takes care of you,” often going out of their way to do so. This spirit of care and community is the foundation of programs developed by Choice Hotels International and Wyndham Hotels & Resorts to support Black and Latino hotel ownership.
Amit Sripathi, Wyndham’s Chief Development Officer, adds, What I love about the industry is that hospitality brings people together, through all of our similarities and differences. Traveling is all about exploring new places and experiencing new cultures. For these brands, it’s not just about hotel ownership—it’s about empowering people to lead, inspire, and make a difference.
Wyndham’s Initiatives
Wyndham Hotels & Resorts has launched several programs to create equitable opportunities for underrepresented groups:
- BOLD (Black Owners and Lodging Developers)
- Women Own the Room
These initiatives have already resulted in over 100 hotel deals with Black and women hoteliers, with more than 20 properties now open. By addressing barriers to entry, these programs help aspiring owners who may have never considered hospitality or who face persistent roadblocks realize their ownership dreams.
Wyndham also emphasizes long-term success through initiatives like the Accelerator Circle, connecting franchisees with seasoned owners and industry experts. In an exclusive partnership with Lafayette Square, Wyndham helps qualified owners access financing, with a total goal of $100 million in capital. As Wyndham notes, “Access to capital is one of the most critical issues for any owner, and especially for diverse owners.”
Choice Hotels’ SOAR Program
For over 21 years, Choice Hotels International has been committed to supporting diversity in hotel ownership. Through its SOAR Program (Supporting Ownership Access and Representation), Choice provides specialized resources for the Latino community, Black community, veterans, Native American or First Nation markets, and women.
Choice also offers:
- Personalized guidance for aspiring and current owners navigating franchising and ownership.
- Opening service coordinators to assist with launching and managing properties.
In 2024 alone, Choice Hotels achieved a record number of hotel openings within the SOAR program, underscoring its commitment to fostering sustainable growth for minority owners.
A Focus on Sustainability
Both Wyndham and Choice prioritize long-term, sustainable success. Their programs are designed not only to help owners enter the industry but to thrive within it, creating opportunities for generational wealth and economic empowerment.
Brylynn Swayzer
Consultant, CBRE Hotels Advisory
CBRE Hotels
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