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Erin brought a level of clarity to our sales structure that we hadn't been able to achieve on our own. The results were immediate and measurable.
A boutique advisory practice for hospitality owners, operators, and investors ready to grow revenue reliably. We diagnose what's holding sales back, redesign the structure for longevity, and install the systems that make growth reliable.
Aurelia partners with hospitality leadership teams to diagnose what's holding revenue back, redesign the sales organization for longevity, and install the structure and accountability that make growth reliable. Each phase is available on its own, or together as a complete arc.
A structured assessment of your sales organization. We surface the gaps in structure, strategy, and execution that are limiting performance, and show you exactly what's working and what isn't.
A clear, actionable roadmap to fix what the diagnostic surfaced. Right-sized team structure, defined commercial focus, and the operating cadence required to drive consistent revenue.
Hands-on partnership with your leadership through execution. We embed the processes, install the accountability, and coach the team until the new organization is producing on its own.
You finish the engagement with a sales organization that produces reliably.
Aurelia's core offering is a comprehensive partnership that rebuilds hospitality sales organizations through three structured phases — each also available on its own. Two specialized services support leadership growth and transition.
Clarity.
A structured assessment of your sales organization. We surface the gaps in strategy, structure, and execution — and show you exactly what's working and what isn't.
ExploreDirection.
A clear, actionable roadmap built on the diagnostic. Right-sized team structure, defined sales focus, and the operating cadence required to drive consistent revenue.
ExploreExecution.
Hands-on partnership through implementation. We embed the processes, install the accountability, and coach the team until the new organization is producing on its own.
ExploreInterim, executive-level sales leadership for hospitality organizations in growth, transition, or change. Strategic direction and oversight on a flexible engagement basis.
Targeted coaching to strengthen leadership effectiveness, improve accountability, and elevate team performance — primarily one-on-one, with team coaching available when needed.
Many hospitality sales organizations operate without a defined strategy or structured operating model. Teams are expected to deliver results without the systems required to do so effectively.
Sales organizations lacking strategy, structure, and execution create inefficiencies that limit performance. When these elements are in place — and the commercial disciplines of sales, marketing, and revenue management are aligned — organizations move beyond reactive selling and operate with greater clarity, consistency, and purpose.
Erin Smith founded Aurelia after more than 25 years leading sales organizations across the hospitality and outdoor hospitality industries. From restructuring sales at Pacifica Hotels to scaling AutoCamp's sales function, her work has consistently shown that strong sales performance is the result of intentional design, not effort alone.
Sales teams don't fail because they aren't working hard. They struggle when they aren't set up to succeed.
A structured, systems-based methodology used to evaluate, design, and strengthen the core pillars of sales performance. The framework ensures strategy, structure, and execution are aligned to support long-term success.
Understand the business model, market positioning, and commercial landscape.
Identify structural challenges, revenue gaps, and performance opportunities.
Develop the sales strategy, operating model, and performance frameworks.
Implement processes, leadership cadence, and sales execution systems.
Support ongoing performance optimization and sustained revenue growth.
Intentional, proactive revenue building.
Clear positioning & commercial focus.
The operating model for consistent performance.
Alignment across the full commercial system.
Visibility into the drivers of results.
Accountability, cadence, and team development.
Aurelia partners with a select group of hospitality leaders each year. These are a few of their reflections on the engagement.
Erin brought a level of clarity to our sales structure that we hadn't been able to achieve on our own. The results were immediate and measurable.
Her structured approach to sales diagnostics uncovered hidden inefficiencies that were holding our team back from hitting growth targets.
Erin's partnership changed our culture from reactive to intentional. We finally have a sales operating model that works for our unique brand.
Working with Erin is like having a seasoned sales executive on your leadership team without the overhead. She is direct, strategic, and deeply invested in the outcome.
She does not just diagnose. She builds. The frameworks she put in place are still driving how our team operates a year later.
Erin has a rare ability to see the whole organization. She connects sales strategy to operations, leadership, and revenue in a way that finally makes everything cohesive.
Inside, you'll find the framework for diagnosing why hospitality sales performance is inconsistent, the six structural gaps that quietly limit most organizations, and the starting point for leaders ready to move from reactive to intentional.
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Aurelia partners with three to four organizations at a time. Engagements are deep, hands-on, and tailored to the realities of each business.