Pure Hospitality Solutions is wrapping up a transformational year in
which the company underwent a significant rebranding facilitated by its current
chief executive officer, Melvin Pereira.
In September Pereira joined PURE, which at the time the company was doing
business as Oriens Travel & Hotel Management Corp. A week after assuming
his new executive post, Pereira issued his first public statement in which he
promised shareholders change under the banner that “failure is not an option”
and likened the public market to a circus failing a key segment of the
investment community.
“Running a micro-cap, non-reporting, pink sheet sub-penny stock company,
is not what I wake up on any given day, aspiring to do with my life. My limited
knowledge of the public markets leads me to feel that this place is like a
circus vs. a place for serious investors, who mean to be part of a serious
developing company. However, in all fairness to Shareholders, how can serious
investors commit to a company for the long term, when so many of the CEO’s in
this area are the ring masters of the most elaborate shows on earth! The fact
is, I do not have time for the show. As they say, not my circus not my
monkeys!,” he wrote.
From there the CEO unrolled his aggressive blueprint to move the company
forward with intentions to:
• Complete the merger of
E-Net and Oriens;
• Integrate current assets
into Oriens;
• Complete any viable open
acquisitions Oriens began;
• Raise additional
capital;
• Look to add one or two
additional properties to the real estate portfolio before year-end;
• Rename, rebrand,
restructure and reposition the company;
• Complete the audit with
a view to up-list to a higher exchange;
• Re-launch the retooled
version of the FROL online booking engine;
• Re-launch the HotelPure
brand under new image and business model; and,
• Begin creating a
comprehensive GDS packaging system to make this Company a viable candidate for
possible partnerships with airlines and hotel chains.
Pereira’s stated plan was to fulfill these tasks within six months and
with the clock ticking, he got to work. A mere two months later, the company
has crossed off roughly half of the list. The company successfully merged with
E-Net and rebranded as PURE, grown its real estate portfolio with several
million dollars in hard assets, initiated a revenue generation plan and
subsequently secured its first revenues.
On seemingly momentous progression, the company last week said it is has
nearly completed the retooling of its FROL (Friendly Reservation Online)
technology. FROL was tested by more than 30 independent U.S. hotels, the
majority of which reported a significant increase in booking rates using the
tool.
In the news release, the Pereira stated: “That being said, those test
were conducted in a highly saturated market, where Expedia, Priceline and their
respective subsidiaries rule. Today, we’re smarter. We will launch the new FROL
hospitality booking engine in one of the world’s top ten countries to invest.
That is not saturated with Online Travel Agencies (OTA’s), and, also happens to
have one of the fastest growing tourism economies in the Central
America-Caribbean region. Costa Rica.”
With the first phase of restructuring completed, Pereira slightly
readjusted his plan to reflect its rapid achievements and in a news release
dated December 10 stated:
“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.
“Management indicates that the company’s agenda reflects:
1. Begin branding properties
with the new ‘by PURE’ brand
2. Complete the reduction of
debt
3. Conduct first shareholder
conference call
4. Move to complete audit
5. Up-list 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, and,
8. Launch the new and
improved version of the FROL.”
Under Pereira’s leadership, PURE is unarguably on a roll. The CEO has
maintained his no-nonsense, no-excuse approach to company growth and positioned
PURE as a high-potential, rapidly moving hospitality technology.
For more information, visit www.purenow.solutions
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