Being the best advocate for ownership means thinking like an owner.
Ashley Ewing Parrott founded AEP Consulting after identifying a persistent gap in boutique development: the vision that starts a project rarely survives it intact. AEP exists to be the one constant — holding the creative and commercial vision together from the earliest conversations to the last finishing touch.
She works with boutique hotel and independent resort owners and developers, partnering from the outset to shape vision, refine concepts, and build the strategic foundation before design and construction begin — whether for a new build, a conversion, or adaptive reuse. Her ability to align vision with execution and strategy with real-world constraints is what keeps a project’s original intent intact.
Before founding AEP, Ashley served as Global Brand Leader at Tribute Portfolio at Marriott International, leading brand strategy for one of the company’s fastest-growing collections of independent hotels — aligning ownership groups, on-property teams, and global design partners around a shared vision and measurable results.
Her projects include the Historic Rocky Waters Inn — a Michelin Key recipient and member of Small Luxury Hotels of the World — and The Wayback, named one of TIME’s World’s Greatest Places 2024. Recognized by Boutique Design and a published contributor to Lodging Magazine, Hotel News Now, and Hotel Management, she is a respected industry voice and regular speaker at hospitality conferences.
Based in Memphis and mobile by nature, Ashley works with independent owners, family offices, and developers across the country who are ready to build something worth remembering.
Being the best advocate for ownership means thinking like an owner.
Ashley Ewing Parrott is the founder of AEP Consulting and a trusted advisor to boutique hotel and independent resort owners and developers nationwide. With over 15 years of experience spanning development, operations, and global brand leadership, including her tenure as Global Brand Leader at Tribute Portfolio at Marriott International, she brings a rare ability to align creative vision with real-world strategy, working alongside ownership from the earliest stages of a project through execution.
Ashley’s projects have earned recognition from Michelin, Travel + Leisure, and TIME’s World’s Greatest Places, a testament to the market clarity and intentionality she brings to every engagement. Based in Memphis, she partners with developers and ownership groups looking to build distinctive, purposeful hospitality projects designed to stand apart — and stand the test of time.
The 30,000-foot view down to the smallest detail, at the same time. We hold the full development picture — the strategy, the market, the vision — without losing sight of the things that make or break the guest experience.
No two owners, visions, or properties are the same. Every project is approached with a clear understanding of its market, opportunity, and long-term goals. The process is built around the project, with a focus on making the right decisions early and establishing a strong foundation from the start.
Strong concepts require follow-through. We remain engaged well beyond early planning, ensuring that the original vision and strategy are carried through as the project takes shape. From initial direction to final delivery, we help maintain alignment so the outcome reflects what was intended from the beginning.
Great hotels are built by great teams. Our job is making sure those teams are the right ones, moving toward the same vision, with someone at the center keeping it all aligned. We’re not just in the room; we’re the reason the room works.
Led by Ashley, supported by the best in the business. Every phase is backed by a hand-selected network of vetted specialists across every discipline — the right people, for the right project.
