Pure
Hospitality Solutions provides proprietary technology, marketing solutions and
branding services to hotel operators and condominium owners. In recent months
the company has also focused a large part of daily operations on the
development and acquisition of condominium apartments and hotel properties
rapidly up and coming tourist destinations.
In a news
release this morning, Pure Hospitality explained its aggressive strategy to
achieve continued financial growth and build overall valuation of the PURE brand.
This blueprint includes the acquisition of strategic real estate assets and the
perpetual advancement of the company’s Friendly Online Reservation System
(FROL).
“It must
be made clear, PURE is first and foremost, an online hospitality technology company,”
Melvin Pereira, president and CEO of Pure Hospitality, stated in a news
release. “This means that the real estate we will continue to purchase at a
reserved, but continual pace, is actually to serve first as an anchor – firming
up our true asset value and offering a reliable source of revenue. However, the
ultimate valuation for PURE, will come from our online technologies for the
hospitality industry.”
In
October, shortly after becoming CEO of Pure (which at the time operated as
Oriens Travel & Hotel Management Corp.), Pereira initiated a turnaround
plan that included tactical purchases of vacation properties located in
up-and-coming Jaco, Costa Rica, effectively creating a sustainable source of
financial opportunity. The assets essentially guarantee clientele for FROL in a
region with little to no market saturation of Internet Distribution System
(IDS) or Global Distribution System (GDS) properties.
“Nor are
there many, standalone online booking engines that can be integrated throughout
the Central America-Caribbean region,” explained Pereira. “I strongly believe
that this company and its shareholders are finally in the right place at the
right time. There is a lot to discuss with the FROL. However, there is still
much to do while we are building this company prior to the launch of the
re-tooled version of our hospitality booking engine.”
Up next on
the company’s agenda are the following:
1. Begin branding properties with the new
“by PURE” brand
2. Complete debt reduction
3. Conduct first shareholder conference
call
4. Move to complete audit
5. Up-list common stock to a higher
exchange
6. Initiate the second phase of the
restructuring – the “Give Back”
7. Host first shareholder live conference
event in Costa Rica
8. Launch the new and improved version of
the FROL
Pereira
acknowledged typical concerns associated with restructuring but emphasized
optimism as the company advances its strategy.
“The
initial phase of this restructuring was indeed arduous and is still seeming to
cause a lull in our market. But real assets, real revenues, real technologies
and real opportunities gives this Pure company real enterprise value. We have
no idea what the market will ultimately do. But it will soon figure out how
real our value is and decide to catch up. That is when I’m sure that the second
phase of our [restructuring] will return healthy values and potential to our
loyal shareholders,” he concluded.
For more
information visit www.purenow.solutions
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