LBA Hospitality and 3H Group team up

by | 07 Oct 2021 | Chains

Hiren Desai, president and CEO of 3H Group

A pair of hospitality companies in the American South have formed a strategic alliance to support their growth ambitions, drive efficiencies and share capabilities.

LBA Hospitality and 3H Group have committed to working more closely together in future.

What this strategic alliance means

In the latest example of consolidation within the hotel sector, the hospitality companies have announced the formation of a new ‘strategic alliance, which empowers LBA Hospitality and 3H Group to enlarge their respective companies while remaining focused on expansion of their hotel management platform’. The businesses added that they intend to retain all positions under this new relationship, with plans to grow rapidly across the US, accompanied by ‘an initial focus on identifying best practices, cost advantages, and evaluating and improving efficiencies through shared technology and human resources’.

Beau Benton, president of LBA Hospitality, said: “Partnering with 3H Group will propel us to achieving our business goals across the United States, and we look forward to accomplishing great things together. LBA proudly empowers employees, and we find common ground with Hiren, the 3H Group team and their culture of respect and service.”

Hiren Desai, president and CEO of 3H Group, added: “This alliance is a strategic move in our overall growth that will position our companies for the future and will allow our teams to share best practices to achieve top performance within the hospitality industry.”

Exploiting the strengths of LBA Hospitality and 3H Group

The move is expected to help each company capitalise on its respective strengths. For LBA Hospitality, which is headquartered in Chattanooga, Tennessee, this means expanding its third-party hotel management programme throughout the US. And for 3H Group, based in Dothan, Alabama, it’ll enable the business to focus on hotel development, owner representation and asset management.

LBA Hospitality and 3H Group both have extensive hotel management experience, with more than 90 properties spread over 11 US states. Following the deal, they’ll share a regional office in Chattanooga, as well as retaining LBA Hospitality’s existing corporate headquarters in Dothan.

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