Amer Salman, founder/president, Structure Hospitality, a Utah-based hotel management company, has built a portfolio of 10 properties, with another seven in the pipeline. Hotel Business caught up with Salman to discuss his career and the company he leads.
—Adam Perkowsky
Have you always been interested in hospitality?
I didn’t always know I wanted to be in hospitality. I knew I wanted to be in business, but I wasn’t sure if it would be real estate, banking or another direction. Growing up and taking care of guests was just a way of life, so hospitality always felt natural to me. I worked at a hotel front desk during college, went on to study hotel and restaurant management at Northern Arizona University and have been building my career in the industry ever since.
What was your first job related to hotels, and what did you learn from it?
My first job in the hotel industry was working at the front desk during college. It gave me a firsthand understanding of how operations work, the importance of service and the impact of making a strong first impression. I quickly realized that every part of the hotel, from the front desk to housekeeping to management, is connected to the guest experience and, ultimately, the business’ performance.
How did your previous roles help you become the leader you are today?
Every role I have held during my career has pushed me to think bigger. Over time, I learned that strong leadership is about setting expectations, creating accountability and never losing sight of the responsibility you have to your people and to the business.
Can you tell us how Structure Hospitality got started?
Structure Hospitality was founded in 2020, right at the height of the pandemic, which was one of the toughest times the industry has faced. When everything changed, owners needed real leadership and a strategy to protect their investments and stabilize their operations. That’s why I started Structure Hospitality. I wanted to be that partner who treats every property like its own investment, with a strong focus on performance, financial accountability and maximizing asset value.
What services does your company provide?
We offer hotel and asset management with a strong focus on operations, financial performance and protecting asset value. We manage and oversee the entire operation, ensuring that owners’ investments are protected and positioned for success. Our approach adapts to business needs and market conditions, ensuring each asset performs at its highest level. We focus on strengthening market position, refining asset strategy and maximizing returns. As a result, Structure Hospitality’s portfolio consistently ranks among the top performers in each market.
How many properties are in your company’s portfolio?
We currently have 10 active hotels and seven more in our pipeline, three of which are new construction. One is a 104-room Home2 Suites by Hilton in Logan, UT, that’s under construction and scheduled to open May 1, 2026. We’re finalizing site plans for two others in Nevada. We’re also working on an acquisition and three new management partnerships with new ownership groups. Based on our current activity and what’s in motion, we expect to double our portfolio by the end of the year.
Does your company have a growth plan? Are there new markets you’d like to get into?
We’re selective about how we grow and focus on working with owners whose goals align with ours. Much of our growth has come from existing owners who’ve seen the profitability we’ve created and decided to build or acquire additional assets. Our owners have become our best advocates and continue to recommend Structure Hospitality to their networks. Brand partners continue to support us because they observe the consistent and strong results we deliver.
Have you had any mentors during your career? What did they teach you?
I’ve had mentors throughout my career. Early on, I learned the importance of being direct. Either you have the answer, or you don’t. That clarity builds trust and moves things forward. I had leaders who taught me that hotel management is about balance. One of the biggest lessons a mentor taught me was to slow down when speaking. If you feel like you’re speaking too slow, you’re probably speaking just right. That advice helped me communicate more clearly and become a more effective leader.
What do you like to do in your free time?
In my free time, I spend time with my dog Phoenix. She is a 6-year-old American Staffordshire Terrier. I spoil her more than I’d like to admit. I also focus on time with my 7-year-old daughter, Grace, and my fiancée, Rachelle Flores. Rachelle’s daughter, Taylor, will be dancing at the University of Oregon next year. Investing in her future and providing the support and guidance she needs to succeed is important to me. I’m a runner and recently completed my first official half-marathon at the SLC half-marathon on April 26 in 1:41. I’ve also competed in three Spartan Utah Beasts, and staying fit and healthy is a priority. My business is always on my mind, and I enjoy working on it.
