ATLANTA—Mark Woodworth has established a consulting and advisory practice, R.M. Woodworth & Associates, to assist a broad array of capital market participants in optimizing opportunities in the lodging industry. His work will be supported by data and insights from Kalibri Labs, a hospitality big data and analytics firm that has built a digital platform to evaluate and predict revenue performance.
“Mark will be working closely with the principals and senior management of Kalibri Labs in furthering strategic research and other services offered to the real estate and investment sectors of the lodging industry,” noted Cindy Estis Green, CEO/co-founder, Kalibri Labs. “While the COVID-19 pandemic has created a record downturn, the need for a speedy return to health is critical. Mark Woodworth’s breadth of experience, combined with the industry’s most robust database maintained by Kalibri Labs, will initially focus on assisting many hotel entities navigate the path to recovery.”
Woodworth will be supported by the team at Kalibri Labs, bringing the perspective and extensive real estate and capital market knowledge to enable the needed accuracy in recovery planning by hotel investors, lenders, owners and managers made possible by Kalibri Labs’ broad database of hotel performance insights.
In addition to the Hummingbird PXM digital platform, Kalibri Labs offers a variety of dynamic analytics products that leverage its next generation net revenue metrics through the lens of real estate development, asset acquisition/disposition, financing and valuation. “By understanding a hotel’s ‘revenue capture,’ or how much revenue a hotel keeps of what the guests pay, owners, developers, brokers and lenders can more accurately assess a hotel’s position in the market and the impact of the property’s business mix on its profit contribution and ultimately on its valuation,” said Woodworth.
Prior to establishing his affiliation with Kalibri Labs, Woodworth, along with Cornell University’s Jack Corgel, founded PKF Hospitality Research in 1999 (subsequently acquired by CBRE in 2014). He has managed and conducted consulting assignments, involving both the public and private sectors, throughout the U.S. His experience extends to many of the industry’s leading lenders, developers, chains and management companies, and has dealt with all aspects of management contract negotiation, operations, development and financing.
Woodworth is a frequent speaker at industry conferences, is a Dean’s Distinguished Lecturer at Cornell University and is a member of the Travel and Tourism Advisory Council for the Federal Reserve Bank of Atlanta, the Conference of Business Economists, the AHLA Hospitality Investment Roundtable and the Board of Advisors for the Center for Hospitality Research at Cornell University.