Mark Woodworth, R.M. Associates To Partner With Kalibri Labs

  • Kalibri Labs
  • 04.22.20
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. Mark’s 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 and 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 an impressive 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.

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. Mark’s 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 has been quoted on hospitality issues in such noted publications as The Wall Street Journal, The New York Times, The Los Angeles Times, The Washington Post, Barron’s, USA Today, The Financial Times and numerous industry publications. Furthermore, Mr. 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.

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” noted Woodworth.

Kalibri Labs evaluates and predicts revenue performance using its proprietary algorithm to generate the Optimal Business Mix for individual hotels, revealing the most promising opportunities to pursue along with specific direction on how to find and convert them. The HummingbirdPXM revenue strategy and benchmarking platform also includes the industry’s most robust profiles for travel agent and OTA production. The Kalibri Labs database, updated weekly, is comprised of ADR, room revenue, room nights and acquisition costs from over 8 billion guest stays adding 100 million each month from almost 35,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry. Real estate developers, brokers and others involved in hotel transactions use Kalibri Labs data to improve underwriting with a more granular view of each market and benchmarks and trendlines for both individual hotels and sub-markets for all U.S. metro areas.


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