Ashford Hospitality Trust announced the full implementation of several revenue-focused initiatives as part of its broader 'GRO AHT' plan. These initiatives are designed to drive $50 million in EBITDA growth and substantially improve shareholder value, as announced in December 2024.
The implemented initiatives, which include deploying tools to monetize amenities and improved food and beverage margin performance plans, are expected to deliver over $3 million in incremental hotel EBITDA annually. Several other initiatives are currently underway.
Stephen Zsigray, Ashford Trust's President and Chief Executive Officer, noted that early results from the fourth quarter showed a strong, immediate impact. December's RevPAR increased by more than 4% versus the prior year, while total revenue growth was nearly double, reflecting the effectiveness of these ancillary revenue initiatives.
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