Sydney-based hospitality advisory firm Ananas Consulting is celebrating its 10th anniversary, highlighting the growth of its outsourced hotel sales business as independent operators seek more flexible commercial support amid ongoing market uncertainty.
Founded in 2016 by hospitality executive Michael Smith, the company has grown to support 34 hotels across Australia through a model that provides sales expertise without the fixed costs of maintaining in-house teams.
Outsourced sales model gains momentum
Ananas Consulting said its outsourced sales division was developed in response to changing market conditions, including labour shortages, rising operating costs and evolving booking patterns.
Led by Head of Sales Sarah Smith, the division provides independent hotels with access to experienced sales professionals, established industry relationships and national market coverage.
The business has worked with hotels including The Felix Hotel, Little Albion Guest House and The Ultimo, and counts Arkadia Hospitality, owner of properties including Sheraton Grand Mirage Gold Coast and Crowne Plaza Terrigal Pacific, among its clients.
Technology and sustainability drive future growth
Alongside its consulting services, Ananas has developed Critiq, an AI-powered guest feedback platform designed to help hotels analyse customer feedback and improve operational performance.
The company is also expanding into sustainable hotel development, with its first adaptive reuse accommodation project currently under construction in the NSW Southern Highlands.
Founder Michael Smith said the business had evolved well beyond traditional hotel consulting over the past decade.
“We’ve helped launch hotels that didn’t exist before, built technology that’s changing how guest experience is managed, and grown a sales team making a genuine difference to independent operators,” he said.
