Aurelia Hospitality Consulting partners with leadership teams to bring clarity, structure, and alignment to the sales function enabling consistent, reliable performance.
aurelia Hospitality consulting
We are brought in when sales performance is inconsistent, structure is lacking, and leadership needs a clear path forward.
About Aurelia
Aurelia Hospitality Consulting is a boutique advisory firm focused on the design and optimization of hospitality sales organizations.
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We partner with hospitality and experiential travel brands to bring clarity, structure, and alignment to the sales function enabling teams to operate more consistently and effectively over time.
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Our work is designed to move organizations beyond reactive selling and toward a more structured, intentional approach to revenue generation.
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At the core of our approach is the Aurelia Sales Success Framework™, a structured methodology used to evaluate and strengthen the key drivers of sales performance across the organization.
Our Point of View
Strong sales organizations are not built by chance, they are intentionally designed.
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Sales performance is not a talent problem, it’s a design problem. Too often, teams are expected to deliver results without the structure, strategy, and support required to do so effectively. At the same time, misalignment across commercial functions creates inefficiencies that limit both execution and growth.
At Aurelia, we view the sales function as part of a broader, interconnected system where each function plays a distinct role in supporting the strength and sustainability of the whole.
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When strategy, structure, and leadership are aligned, organizations are able to move beyond reactive selling and operate with greater clarity, consistency, and purpose.
Our work focuses on building that alignment creating sales organizations that are structured, intentional, and designed to perform consistently over time.
Our Founder
Throughout her career, Erin has been brought into organizations at critical moments of growth, complexity, and change where performance was inconsistent and structure was unclear.
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What she observed repeatedly was not a lack of effort or talent, but a lack of alignment, structure, and clearly defined operating models within the sales function.
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During her tenure as Vice President of Sales at Pacifica Hotels, she led the restructuring of the sales organization, helping position the company for scalable growth and contributing to record-setting revenue performance. Most recently, as Vice President of Sales at AutoCamp, she transformed and scaled the sales organization, driving 34% revenue growth in year one, followed by 50+% year over year growth in year two.
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Across both those roles her work focused on building sales organizations that were not only effective, but sustainable, aligning strategy, structure, and leadership to support consistent performance over time.
The work and the results she has consistently produced throughout her career, ultimately led to the creation of Aurelia Hospitality Consulting — a firm grounded in the belief that strong sales performance is the result of intentional design.
Why Aurelia
Over the course of my career, I have consistently been brought into organizations at moments of growth, change, or complexity most often where performance was inconsistent and the path forward was not clearly defined.
What I observed time and time again was not a lack of talent, effort or dedication, but a lack of alignment, clear strategy, and the structure required to support sustained performance.
Sales teams more often than not were expected to deliver exceptional results without the infrastructure to do so effectively, usually operating in silos, limiting both productivity and growth.
I created Aurelia Hospitality Consulting to address this by providing organizations a more intentional, structured approach to building and strengthening the sales function. One that aligns strategy, structure, and leadership to support consistent performance and long-term, scalable growth.
I welcome the opportunity to partner with organizations looking to strengthen their sales function and support their next phase of growth.
Erin Smith
Founder, Aurelia Hospitality Consulting