Murphy Asset Management is in the process of implementing Aptech’s Execuvue business intelligence platform throughout its portfolio of 30 hotels.
The Pittsburgh, Pa.-based company’s Execuvue platform has initially been deployed at approximately one-third of Murphy’s portfolio and is expected to be rolled out across additional properties in the second half of 2025. The Chicago, Ill.-based hospitality asset management and advisory firm has tapped into Aptech’s platform as part of an effort to gain greater visibility into operating expenses across its portfolio and deliver deeper performance insights to its hotel owners and investor clientele.
“Before Execuvue, we had no easy way to fully analyze hotel performance across the portfolio unless we did it manually, which was extremely time-consuming,” Steve Steinberg, president of Murphy Asset Management, said in a statement. “Now, we can access consolidated, comparable expense data in one place, spot anomalies quickly and take action to optimize our spend. It has transformed the way we work and made our teams much more efficient and effective.”
Following its implementation less than a year ago, the system immediately began helping the firm uncover cost inefficiencies, streamline financial analysis and strengthen reporting through side-by-side expense line-item comparisons across similar hotel properties, according to the company. Execuvue is designed to allow Murphy to bring all relevant data into a single platform and make meaningful comparisons across similar properties.
“The ability to benchmark line-item expenses, like housekeeping supplies or phone service, across similar hotels gives us critical insight we simply couldn’t access easily before,” said Steinberg. “It helps us ask smarter questions and make better recommendations to our hotel owners.”
In addition to benchmarking, Execuvue has improved internal processes and investor reporting, according to the company, enabling the team to produce comparative reports with less manual work and more meaningful data for ownership groups.