These Founders Have a Formula for Hospitality Design That Drives ROI

On this episode of Suite Success, host Katie Cline sits down with Bri West and Jordan McDonough, co-founders of Somerled, a hospitality design firm that combines market research, guest psychology and intentional design to help owners create investments, not just interiors.

The two began working together when Bri tapped her longtime friend Jordan to help design one of her own short-term rentals. A few properties later, other investors began taking notice and asking them to do the same for their homes. What started as a collaboration between friends has since grown into a business that has designed more than 1,500 properties across the country. Along the way, Bri has also built a portfolio of more than 35 short-term rentals of her own, giving the pair a unique perspective on the intersection of design, hospitality and ROI.

Together, they unpack the formula behind designing spaces that don’t just look good, but perform. Bri and Jordan explain why they start with market data and the target guest before making a single design decision, how to determine which amenities are actually worth the investment, and why blindly joining hospitality’s growing “amenities arms race” can be an expensive mistake.

They also share why owners need to stop designing for themselves, how the right experience can turn a place to stay into a reason to travel, and why rising guest expectations are ultimately a good thing for the hospitality industry. Plus, Bri and Jordan open up about building a company as longtime friends, the decision to leave corporate life behind, and why hospitality itself can be one of the most powerful growth strategies for any business.

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Timestamps:

00:00 Welcome to Suite Success

00:38 Meet the Founders of Somerled

02:01 Bri’s Origin Story

07:37 Jordan’s Career Path

11:06 Scaling Rentals Fast