CHMWarnick, a third-party hotel asset management and owner advisory firm, has named Drew Wallace senior vice president to lead product development for Proph+IT, the company's proprietary hotel analytics platform.

Wallace will own the Proph+IT product roadmap, prioritize new platform features and support a client base the firm describes as expanding. He reports to Jonathan Newbury, executive vice president and Proph+IT lead, who retains overall leadership of the platform. Together, the two will focus on enhancements designed to improve reporting and analytics for hotel owners — the buyer group the platform serves.

The hire is a build-versus-buy story told through personnel. Rather than licensing an outside business intelligence vendor, CHMWarnick has brought in an operator who has already built one.

Wallace founded and ran Hotel Business Intelligence Solutions, known as HotelBIS, a BI platform serving institutional and private hotel ownership groups. His background spans hotel asset management, operations and investments, giving him direct line-of-sight into the analytics problems that ownership groups face when evaluating operator performance, forecasting and capital decisions.

That track record is already converting into distribution. According to CHMWarnick, several ownership groups Wallace worked with previously are adopting Proph+IT, contributing to the platform's growth. In effect, the hire functions as customer acquisition as well as product leadership — Wallace's rolodex is arriving with him.

"Proph+IT reflects our investment in analytics and in making sure our technology meets the needs of our clients and asset management team," Chad Sorensen, CEO of CHMWarnick, said in a statement. "Drew has built and scaled a hotel business intelligence platform. Together with Jonathan's continued leadership, that experience positions us to keep delivering the tools and the service our clients expect."

Newbury framed the addition as a capacity decision driven by demand. "Drew brings additional resources and experience to the Proph+IT team as it continues to grow, and his addition will allow us to keep pace with the rapid adoption of Proph+IT and make sure our clients have the support they need," he said. "Drew is additive to what we have built. He strengthens our commitment to enhance the features our clients rely on and to put the latest technology to work for them, and I look forward to working alongside him as we continue to scale the platform."

The structure — Newbury leading the platform, Wallace leading the product — signals that CHMWarnick views Proph+IT as more than an internal tool. Proprietary analytics platforms built by asset managers typically start as in-house dashboards; staffing a dedicated SVP for product development and referencing a "rapid adoption" curve indicates the firm is positioning Proph+IT as a commercial offering competing for ownership-group technology budgets.

For hotel owners, the competitive implication is straightforward. More asset-management firms building or buying analytics capability increases pressure on operators to deliver data transparency — reporting granularity that platforms like Proph+IT are built to surface and benchmark.

The company did not disclose terms of the hire or client counts for the platform. Wallace's mandate — roadmap, feature prioritization and client support — suggests the next phase of Proph+IT will be measured less by new logos and more by retention: whether ownership groups that adopt the platform keep renewing as reporting requirements grow more demanding.