Ashley Ewing Parrott
FounderAEP Consulting + The Saturday CrowdAshley Ewing Parrott is a boutique hospitality strategist, owner advocate, and co-founder whose work has shaped some of the most recognized independent hotel projects in the country.
As founder and principal of AEP Consulting, Ashley works alongside ownership groups, family offices, and independent developers to protect the vision that starts a boutique hotel project — ensuring it survives the pressures of budget, schedule, and compromise, all the way through to opening day. Her approach sits at the intersection of creative direction and commercial strategy, built on the belief that profitability and guest experience are never actually at odds.
Before founding AEP, Ashley served as Global Brand Leader for Tribute Portfolio at Marriott International — one of the company's fastest-growing collections of independent hotels — where she aligned ownership groups, on-property teams, and global design partners across five continents around a shared brand vision.
As co-founder of The Saturday Crowd, a boutique branding and creative agency, Ashley brings narrative-driven brand thinking to hospitality clients seeking to build deeper customer engagement and loyalty.
Her projects have earned some of the industry's most coveted recognition — including Michelin Guide recommendation, TIME Magazine's World's Greatest Places, Travel + Leisure features, and Marriott International's Hotel of the Year 2025 for The Edwin Hotel, Autograph Collection. She has been recognized by Boutique Design and has contributed to Lodging Magazine, Hotel News Now, and Hotel Management.
A sought-after speaker and panelist, Ashley is a recurring presence at the industry's most respected design and development conferences — including BDNY, HD Expo, and ALIS DESIGN+. She speaks on boutique hotel development, owner representation, brand affiliation strategy, and the intersection of guest experience and financial performance.
Based in Memphis, Tennessee, Ashley works with owners and developers across the Americas who are building something worth remembering.
The Renovation Equation: When Preservation and Profitability Align
Adaptive reuse has evolved from a niche preservation strategy into one of the most powerful tools in hospitality development. This session explores ho
…Adaptive reuse has evolved from a niche preservation strategy into one of the most powerful tools in hospitality development. This session explores how guest demand for authentic experiences are driving a new generation of hotel projects in existing
…Adaptive reuse has evolved from a niche preservation strategy into one of the most powerful tools in hospitality development. This session explores how guest demand for authentic experiences are driving a new generation of hotel projects in existing buildings. Through real-world case studies, attendees will learn how financial incentives influence design decisions, how brands can successfully adapt to existing structures, and why renovation proje
…Adaptive reuse has evolved from a niche preservation strategy into one of the most powerful tools in hospitality development. This session explores how guest demand for authentic experiences are driving a new generation of hotel projects in existing buildings. Through real-world case studies, attendees will learn how financial incentives influence design decisions, how brands can successfully adapt to existing structures, and why renovation projects can create value that extends beyond the balance sheet. Participants will leave with practical insights into evaluating adaptive reuse opportunities and balancing preservation, performance, and profitability.
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