PROFILE

Strategic hospitality advisory for discerning capital.

Confidential mandates only

We operate in the space between brokers and balance sheets. With a deep and trusted global network among investors, brands, and operators, our core team delivers results faster than you can say "Marriott just started a new soft brand."

We believe the very best in hospitality doesn't get made in a boardroom. It comes from taking years of focused experience and applying it with a laser focus — on the right project, the right partner, the right moment.

We work on projects in places where we want to spend time, and with people we'd be happy to be stuck in an airport with. Yes, we ended that sentence with a preposition.

01Private Mandates
02Off-Market Advisory
03Brand & Operator Selection
04Brand Audits & Repositioning
05Asset Management
06Capital Introductions
07Development Feasibility
08Portfolio Strategy

Trey Shores

Managing Partner

Seasoned global hospitality development and real estate professional with over 15 years of experience across acquisitions, capital formation, and brand strategy. Leading confidential mandates for prestigious brands, respected LPs, and discerning investors across the Americas, Europe, and Asia Pacific. Passionate about hotels and tractoring — and has the key card collection and the actual tractor to prove it.

Hillary Flur

Partner
Brand & Guest Experience

Deep expertise in guest experience design, brand partnerships, and operational strategy. Hillary has facilitated property-level collaborations with brands including Dior, Rivian, and others — the kind of programming that elevates both the guest experience and the bottom line. Also leads Profile's technology and AI capability through a partnership with her husband, a tech pioneer who builds custom tools for owners, properties, and funds. So yes, we do hotel tech as well. But only if you ask nicely.

Aik Wye Ng

Partner
PR, Brand Strategy & Global Markets

Trusted strategic PR advisor to some of the world's most respected hotel brands, including Aman, Capella, and Four Seasons. Over two decades of experience across capital introductions, brand positioning, and stakeholder relations in Asia Pacific and global markets. Aik Wye's greatest asset is the thing you can't teach — a reputation for integrity that opens doors others don't know exist.

Ace Hotel Aman Four Seasons Capella Hotels Banyan Tree CitizenM Experimental Group Wall Street Hotel Roundtree Hotels Potato Head Folly Collection Singapore Tourism Board Dior Pied-à-Terre

We work on a limited number of confidential mandates at any time.


Direct inquiries: trey@profileadvisory.com