Local Negotiated Rate (LNR) Strategy & Base Business Development

We help franchised and independent hotels drive sustainable revenue growth by building a strong foundation of Local Negotiated Rate (LNR) accounts and base business strategies that maximize profitability and reduce dependency on volatile transient demand.

Our approach to LNR and base business optimization focuses on securing consistent, high-value demand from local corporate clients, medical groups, construction crews, and other B2B sources. By establishing a reliable occupancy floor, hotels are able to price transient business more aggressively—boosting both ADR and NOI without sacrificing operational predictability. Our team understands the nuances of managing brand-specific LNR requirements and supports clients through compliant execution, strategic outreach, and end-to-end business case development.

We engage hotels through three primary levers:

• We engage hotels through three primary levers: We help identify and pursue high-potential local corporate and group accounts that align with your property’s rate structure, segmentation goals, and brand positioning. Our process includes targeted list-building, outreach, negotiation, and compliance with franchisor guidelines to ensure rapid, scalable results. A well-executed LNR strategy protects the asset during economic downturns and delivers sustained cash flow year-round.
• Optimizing Rate Structure to Maximize Transient Contribution. Once a stable LNR base is in place, we support revenue teams in leveraging that occupancy floor to shift pricing power in the transient segment. This enables higher rates without volume risk, improving RevPAR and GOP. We use granular rate modeling and market analytics to find the sweet spot between base business and incremental transient revenue.
• Aligning LNR Tactics with Broader Commercial Strategy. We ensure LNR efforts are not siloed, but fully integrated with your hotel’s broader go-to-market and revenue strategies. This includes aligning with your RFP submissions, sales outreach cadence, and digital marketing efforts targeting corporate travel managers. By doing so, we help you create an ecosystem that generates repeatable demand and pricing flexibility across all channels.

Our team brings extensive experience working with franchised hotel systems, including those requiring certified brand training for LNR management. With proprietary tools and proven playbooks, we position your hotel to outperform competitors in base business development—an essential pillar of long-term NOI growth.