Affluent market entry Target expansion opportunities with Bay Harbor Islands and Surfside properties as high-value guest segments in affordable luxury positioning, leveraging cross-location packages and loyalty programs to drive multi-property stays.

Conventions proximity Capitalize on their closeness to major event centers in Miami Beach by offering group rates, meeting packages, and shuttle-inclusive deals to attract corporate events and convention attendees.

Midscale growth Engage mid-market travelers seeking upscale but affordable experiences by promoting the Surfside and Surfside West offerings, highlighting value-forward amenities and flexible cancellation to capture price-sensitive segments.

Tech enablement Leverage their existing tech stack (OneTrust, Segment, NetSuite, Zoho, Google Workspace) to synchronize CRM and marketing automation for targeted campaigns, upsell opportunities, and personalized promotions across properties.

People and partnerships Explore partnerships with airlines, local attractions, and corporate travel programs, plus optimize the 51-200 employee scale by building a dedicated B2B sales team focused on travel management companies and event planners.