Why Care Belongs in Capital: The Future of Values-Aligned Hospitality Investing

Most investment decks talk about returns, risk, and market comps. Ours start with a different question:

"What does it feel like to be here?"

Because in hospitality, the numbers only tell half the story. The other half is written in the moments guests can’t quite put into words — the warm greeting after a long flight, the quiet elegance of a thoughtfully designed space, the sense that someone has anticipated their needs before they had to ask.

At Jane Hospitality, we focus on two verticals where this question matters most: boutique hotels and senior hospitality. In both, the human experience isn’t an add-on. It’s the driver of loyalty, reputation, and long-term value.

We believe care belongs in capital. Not as sentiment, but as structure. Properties built and operated with genuine attention to design, dignity, and service consistently outperform those that are merely adequate. That’s why we underwrite for both profitability and pride, helping investors place their capital in assets where values and returns move in the same direction.

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Our Philosophy

We walk away from deals that aren’t a values fit, no matter how strong the numbers look. We partner with design and operational teams who understand care as a competitive advantage. And we plan for long-term stewardship, not quick flips.

Our discipline is financial as well as philosophical. We typically target 8–12% annualized returns, with value-add repositionings targeting 16–18% IRR.

The investors we align with are typically experienced in other commercial real estate asset classes — multifamily, industrial, or medical — who want to diversify into hospitality with a passive capital placement. We handle sourcing, execution, and operations; our partners receive transparent reporting and disciplined performance.

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The Case for Values-Aligned Hospitality Investing

There’s a misconception that you have to choose between doing good and doing well. In hospitality, the best returns often come from places people genuinely want to return to — because loyalty and reputation compound into financial strength.

This is true whether it’s a boutique hotel that becomes a local landmark or a senior hospitality residence where families feel at peace leaving their loved ones. In both, disciplined design and care preserve value, strengthen cash flow, and create durable assets.

As we often say at Jane: the small things aren’t small. Details of design, service, and dignity don’t just create memorable experiences — they create long-term value.

Two sides of our focus: the design-forward warmth of boutique hotels and the dignity of senior hospitality. Distinct markets, one disciplined approach to values-aligned investing.

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For Investors Who See the Bigger Picture

At Jane Hospitality, we’re building more than projects. We’re building partnerships with investors who want their capital to generate both returns and resonance.

With a background in hospitality real estate valuation — over $16B in assets appraised — I’ve seen what drives performance across cycles. It’s rarely the flashiest pro forma. More often, it’s the properties where care and operational discipline are embedded in the business model.

If this philosophy aligns with the way you invest, I’d welcome a conversation. The best way to connect is through hello@janehospitality.com, where my team will help schedule a time for us to talk through upcoming opportunities.

Together, we can create hospitality investments that deliver meaningful returns — and places people remember, recommend, and return to.