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Our Team


Suzanne Swafford
Managing Partner

“I passionately believe that in this industry, being approachable and insightful is the very first step to generating revenue and success.”

An avid yogini and career hotelier, Suzanne Swafford is a leader with a reputation for collaboratively creating the right plans across multiple departments, putting in place the right processes, and working to the highest priorities of the organization where Sales and Revenue Optimization strategy and execution is the focus for growth, expansion, and ultimately the organization’s financial health. As the Senior Director of Revenue Management with Wyndham Hotels and Resorts, Suzanne worked with an array of full-service and midscale and select-service properties, asset management companies, and ownership groups, and led the openings of five newly built resorts, two full brand integrations, and over 75 brand conversions.


Larisa Morrison-Hoffman

"Understanding the hospitality industry's most basic needs for superior strategy is the key to effective revenue optimization."

Larisa Morrison built her career around City Center Hotels and Resorts, in primary, secondary and tertiary markets within Omni, Starwood, Wyndham, and Boutique Hotels.  Her passion for outdoor activities, fresh salt air, and marine life led her to over two decades in hospitality Revenue Optimization.   Her strengths at setting strategies for opening and conversion properties, along with analyzing existing operations, and integrating new concepts, results in revenue gains and increased market share.  Larisa excels at planning, market analytics, operations, sales, digital marketing, reservations, and OTA partnerships, resulting in profit maximization. She is proficient in the preparation and presentation of a hotel’s performance to owners, partners, asset managers, and corporate leadership.

Want to learn more about our experienced-based education program? Get in touch with us today.

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