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Bridging strategy, markets and opportunity.

Hospitality StrategyLuxury Resort & Destination PositioningLatin America & Caribbean Focus

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Hospitality StrategyLuxury Resort & Destination PositioningLatin America & Caribbean Focus

Commercial Performance, Elevated

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The opportunity

Strong hotels still have untapped commercial potential.

Even successful properties can leave revenue opportunities unrealized — through pricing, positioning, distribution, market mix, sales strategy or the way commercial teams work together.

The objective is clear: turn untapped commercial potential into measurable performance.

What we do

Four ways we move the topline.

  • 01

    Commercial Strategy & Performance

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    We assess the complete commercial picture — demand, segmentation, pricing, positioning, sales, marketing and distribution — to identify immediate opportunities and build a clear roadmap for sustainable revenue growth.

  • 02

    Revenue & Distribution Optimization

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    From pricing and channel strategy to OTA performance, partnerships and rate positioning, CIMA helps properties optimize how they reach demand while protecting rate, profitability and long-term positioning.

  • 03

    Openings, Repositioning & Market Growth

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    Commercial strategy for hotels, resorts and master-planned destinations entering a market, repositioning or evolving their business model. We define how each offering should be positioned, priced, distributed and taken to market — including specialized expertise in all-inclusive strategy and expansion.

  • 04

    Commercial Coaching & Team Development

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    Strategy only works when teams can execute it. CIMA works alongside sales, revenue and commercial leaders to strengthen commercial acumen, align priorities and turn strategy into measurable action.

The CIMA difference

Global perspective. Regional expertise. Operational reality.

Hospitality strategies don't always translate seamlessly across markets. CIMA brings together international brand experience, deep knowledge of Latin America and the Caribbean, and firsthand hotel operating expertise to understand both sides of the equation: what owners and brands want to achieve, and what will actually work within the market. That perspective allows us to adapt global best practices to regional realities — without losing the integrity of the brand or the commercial objective.

Latin America & the Caribbean

  • Market dynamics
  • Operating realities
  • Local demand
  • Commercial relationships
  • Cultural nuance

International markets

  • Demand generation
  • Distribution channels
  • Brand expectations
  • Buyer behavior
  • Commercial best practices

Who we work with

Built for hospitality businesses navigating growth and change.

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Specialized expertise

Deep experience where hospitality is evolving fastest.

  • Latin America & Caribbean markets

    Regional insight that connects global brand strategy with local market realities.

  • Luxury & resort hospitality

    Commercial recommendations informed by firsthand experience operating and positioning complex resort environments.

  • All-inclusive strategy & expansion

    Commercial guidance for brands and properties entering, converting or expanding within the all-inclusive segment.

  • Commercial positioning & transformation

    Bringing sales, revenue, marketing and distribution together around one clear commercial objective.

Shyla Gardner, founder of CIMA Hospitality

Strategy is most valuable when it can be translated into action.

Founder

Shyla Gardner

Commercial Strategist · Hospitality Performance Advisor · Growth & Positioning Specialist

Shyla Gardner brings more than 20 years of hotel and resort experience to CIMA Hospitality, including senior operational and commercial roles with leading international hotel brands and more than a decade working across Latin America.

Her advisory approach combines an operator’s understanding of what can realistically be executed with a commercial lens focused on identifying untapped performance potential. Her work spans commercial performance benchmarking, revenue opportunity assessment, distribution optimization, pricing and market positioning, openings and repositioning, and the alignment of sales, revenue and marketing strategies.

How CIMA works

Senior-level thinking. Hands-on partnership.

CIMA intentionally works with a select number of clients, allowing each engagement to receive direct senior-level involvement. We don't simply deliver recommendations and walk away. We work alongside ownership, leadership and commercial teams to understand the challenge, identify the opportunity, establish priorities and support execution.

  1. 01

    Assess

    Understand the property, market, performance and commercial opportunity.

  2. 02

    Strategize

    Build a prioritized, data-informed roadmap around the opportunities that matter most.

  3. 03

    Activate

    Work alongside the team to translate recommendations into measurable action.

Start here

Let's talk about your topline.

Every property has a different commercial challenge — and a different opportunity. Let's start with a conversation about where your business is today, where you want it to go, and what may be standing between the two.