B Plum Advisory

Brenna Halliday

Leveraging two decades of experience in hospitality and real estate analytics, I partner with clients to deliver data-driven market research that empowers strategic decision-making. My work emphasizes market evaluation, financial modeling, and macroeconomic insights, enabling businesses to align their investment strategies with evolving trends.

Previously, I led Strategic Insight at Host Hotels & Resorts, where I designed and oversaw an internal portfolio valuation model, spanning 80 properties and over $20 billion in gross asset value, facilitating informed investment strategies and capital markets transactions. I also spearheaded the development of Host’s predictive market analytics platform, in collaboration with IBM Watson Research, which leveraged machine learning to extract insights from over 4 million data points and news articles. Lastly, I led a 50-person organizational challenge to explore corporate and property-level use cases for AI.Prior to my role in strategy, I worked in feasibility and investment analysis for both Host and Hilton Hotels. I have conducted due diligence in 12 countries and 40 cities across the Americas and Europe and have underwritten billions of dollars in real estate transactions.Passionate about connecting big-picture strategy with actionable insights, I collaborate across multiple stakeholders to drive successful outcomes. My services include:

  • Market and industry strategy projects analyzing portfolio allocation, target markets, or macroeconomic trends

  • Designing analytical models and dashboards, identifying and communicating key themes for executive audiences

  • Investment underwriting, market studies, deal memos and investor or board communications

  • Advisor to hospitality technology start-ups on relevant data insights and messaging for executive audiences