Industry Update
Press Release11 July 2019

Revenue Generation and Hotel Operation Experts Launch New Management Company - Genuine Hospitality, LLC

Brand Citizenship at the Heart of this Management Team

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GENUINE hospitality

Kurt Furlong, a seasoned revenue generation expert and Rob Willard, a multi-brand hotel operator who also possesses more than three decades of lodging experience, have announced the launch of a new hotel management company, Genuine Hospitality, LLC. The St. Louis-based firm provides premium hotel management services, with focus on revenue generation, operational oversight, sales and marketing, accounting, and growth & development.


As a hospitality firm, Genuine Hospitality respects and stresses the importance of organizational culture and delivering on the company's mission to provide the finest facilities and services in the market, while providing safe and secure hotels for guests and employees. Genuine Hospitality strives to be the employer of choice while also delivering the anticipated returns for investors and owners.

Genuine Hospitality launches with a collection of five properties in the Chicago and Wisconsin areas; brands include a Best Western Plus, Four Points by Sheraton, Holiday Inn & Bar Louie, and Holiday Inn Express & Suites. Two more hotels will be added to the portfolio by year's end, including a Four Points by Sheraton - Omaha Midtown and a Hyatt Place Hotel - Chicago, Wicker Park, IL.

As CEO & President, Willard will oversee the hotel operations, human resources and accounting, with a particular emphasis on delivering superior associate and customer satisfaction, high brand quality rankings, and superior bottom-line results. As Chief Revenue Officer, Furlong will oversee the company's revenue generation efforts, providing the hotels' sales and revenue management support and market share results.

States Willard, "We want to have fun and enjoy the hard work ahead for which we have so long prepared; thus, it is important that we really know and understand our associates, customers, and owners and what makes them tick. We're not just operators from afar or 'the corporate level.' The hotel owners and associates will truly get to know us because each of us will be 'boots on the ground' at all our properties.'"

"We are a values-based enterprise," adds Furlong. "We have a conscious and want to work with owners who appreciate these values too. We know that with specific goals and working with like-minded owners and teams, we can quickly achieve results. It is clearly stated in our name, after all."

"Our growth strategy is simple," adds Furlong. "We will grow strategically and selectively. Our 60+ combined years plus the industry know-how of our corporate team members will certainly boost guest experiences and drive economic value to our owners."

About Genuine Hospitality, LLC

St. Louis-based, Genuine Hospitality, LLC is a premier hotel management company of full- and select-service hotels in the Midwest of the United States. Our values are important for successful business relationships with hotel owners: We are sincere, honest and truthful as we establish a culture of fun, collaboration and friendship. Brand citizenship, respect, empowerment and teamwork are critical to how we operate. Employees are encouraged to be themselves, to be comfortable with their individuality, and to intuitively take on responsibilities outside their daily tasks. Genuine Hospitality is an approved management company for Marriott Hotels, Hilton Hotels, Best Western, Hyatt and IHG.

Kurt Furlong
Partner and Chief Revenue Officer
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