Our Story
Hospitality Expertise Meets Systems Thinking
BNHG was built by people who understand both the art of hospitality and the science of running a profitable property.
The Founding Story
Two Disciplines. One Purpose.
Co-Founder & Principal Consultant
Alex Henry
Alex spent years at Delta Air Lines leading enterprise customer notification systems that reached millions of travelers. That experience taught him how communication infrastructure at scale either builds trust or breaks it. A United States Marine Corps veteran, he brings operational discipline to everything he touches. At BNHG, Alex leads the commercial performance and technology practice. He handles revenue management strategy, rate optimization, channel distribution, OTA rebalancing, direct booking conversion, PMS and CRM architecture, tech stack audits, and automation design. He built Guestally from the ground up after seeing the same guest engagement gap across dozens of boutique properties: hotels spending money to get guests in the door but leaving revenue on the table once they arrived. When Alex walks a property, he is reading your STR comp set data, auditing your channel manager configuration, and mapping every point where revenue leaks out of your operation.
Co-Founder & Director of Guest Experience
Della Henry
Della is a U.S. Army veteran who brings the same leadership discipline from her military career into the guest experience and operations side of BNHG. Her background in behavioral psychology sets her apart from traditional hospitality trainers. She does not teach staff to follow a script. She teaches them to read guests, anticipate needs, and recover service failures before they become one-star reviews. Della leads guest journey mapping, SOP development, front desk and housekeeping service standards, pre-arrival and in-stay touchpoint design, staff training programs, and post-checkout loyalty workflows. She builds the human operating system that sits underneath everything else. Your PMS can track a guest preference, but Della makes sure your team actually acts on it. From turndown service details to the language your front desk uses during check-in, she designs every service moment to feel intentional rather than transactional. Hotels that work with Della do not just get higher review scores. They get repeat guests who book direct.
“We pair systems thinking with people thinking. That's what makes BNHG different. It's what makes our results stick.”
Alex & Della Henry, Founders
What Makes Us Different
Not Another Generic Consultancy
Systems Thinking Meets People Thinking
We pair revenue strategy and data analytics with behavioral psychology and guest experience design. Most consultants do one or the other. We do both, and the results compound.
We Built Proprietary Software
Guestally solves one of the biggest gaps in boutique hospitality: meaningful, automated guest communication that actually drives revenue. We built it because nothing else on the market did what our clients needed.
We Focus Exclusively on the Segment Everyone Else Overlooks
10 to 50 room independents get ignored by large consulting firms and underserved by tech vendors who are building for Marriott. We built BNHG specifically for you.
Our Approach
The BNHG Framework
Every engagement follows the same five-phase methodology, adapted to your property's specific needs.
Diagnose
We start by understanding your current state with precision, not assumptions. Revenue data, tech stack, guest feedback, competitive positioning. We map what's working and what's costing you.
Prioritize
Not every opportunity is equal. We rank improvements by financial impact and implementation effort, so we're always working on the thing that moves the needle most.
Implement
We don't leave you with a report and a handshake. We build, configure, and execute alongside your team: a direct booking campaign, an SOP library, or a full tech migration.
Train
Systems only work if people use them correctly. We design training that sticks, not binders that collect dust. Your team leaves every engagement more capable than when we arrived.
Optimize
The best hospitality operations never stop improving. We build feedback loops into every engagement so results compound over time, not just in the first 90 days.
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Whether you want a free resource or a full engagement, every relationship starts with a conversation.