Expansion opportunities Proper Hospitality is expanding across major West Coast and Southern markets with new properties and partnerships, signaling ongoing growth and potential for enterprise-level hospitality partnerships, branded experiences, and management contracts with luxury lifestyle properties.

Wellness and recovery Recent launches like the Hyperion Recovery Suite and elevated wellness offerings indicate a strategic emphasis on wellness tourism, presenting opportunities to upsell spa, fitness, and exclusive wellness packages to high-spending guests and corporate clients.

Brand partnerships Active collaborations with lifestyle brands and events (Avaline partnership, Ocean Way Festival beach club, SoundCloud rooftop activities) show openness to co-branded experiences, sponsorships, and cross-promotional programs that could unlock new customer segments and revenue streams.

Asset redevelopment Plans to redevelop and reposition historic and existing assets (Lake Tahoe property, Denver-area redevelopment, and diverse portfolio growth) suggest a need for capital efficient deals, property advisory, and asset-light management opportunities for potential buyers or joint ventures.

Technology and operations Adoption of a multi-system tech stack (QuickBooks, Infor, UKG, Notion, Trello, CRM and marketing tools) indicates a mature operating model suitable for enterprise clients; this can be leveraged to propose managed services, systems integration, and efficiency improvements for other luxury hotel groups.