Veridian—a new hospitality marketing consultancy spun off from New York, N.Y.-based Acronym—has officially launched with an initiative to help hospitality brands protect margins, strengthen direct bookings and maximize expiring assets across global markets.
The company looks to bring an operator’s perspective to hotels, cruise lines, senior living communities and educational institutions that face pressure to capture every booking. The debut of Veridian follows new data released at the Hotel Data Conference in August, where CoStar revised its 2025 forecast for revenue per available room from a projected 1.8 percent gain to a 0.1 percent decline. With profitability tightening, Veridian aims to give owners and operators the tools and strategy to navigate a challenging six to nine months.
“Tough markets separate guesswork from expertise,” Norma Berry, president of Veridian, said in a statement. “Every purchase counts, every stay matters. Our focus is helping hoteliers optimize the full guest journey, so margin is never left on the table.”
The agency is rolling out three proprietary systems to support its approach: NOVA, a real-time reporting platform; TRevPAR Planner, a budgeting engine that forecasts total revenue per available room; and Lumina, an AI-driven attribution tool that identifies the channels driving true incremental lift. Designed to be operated by Veridian’s team rather than added to hotel managers’ workloads, the platforms are billed as an extension of a property’s revenue strategy.
“They aren’t just another tool you have to learn. The Veridian team manages it for you, acting as your revenue concierge, while giving you insights you can actually use. It was built from real-world experience with the same perspective as if we were sitting in your seat,” added Berry.