Every Hotel Has a Data Story. We Help You Find Yours.
Whether you're looking for help harnessing data to answer your most complex questions or coaching on communication and storycrafting, we're here when you need us.
Carter has over three decades of experience in the hospitality industry, nearly all of them spent consulting. After fifteen years serving as Senior Vice President with HVS, Carter then spent a dozen years overseeing STR's consulting operations. A firm believer using complex data to weave simple narratives, Carter has extensive public-speaking experience, lecturing frequently at major conferences and company events for audiences from ten to 1,500.
In his other life, Carter is the Publishers Weekly and USA Today bestselling author of ten award-winning psychological thrillers. His works have earned starred reviews from all major trade publications, have been optioned for television and film, and his 2025 release Tell Me What You Did was selected by Barnes & Noble as a national monthly pick.
Carter Wilson, ISHC
Co-Founder
Ali was Senior Director of Consulting at STR for nearly 11 years. She led a consulting team that provided consulting services across a large, global, and diverse client base. Using STR’s proprietary database of hotel performance data, the consulting team worked directly with clients to deliver customized solutions that enabled clients to make informed decisions and implement effective strategies. Ali was a frequent speaker at industry conferences and meetings.
Ali is a member of the International Society of Hospitality Consultants (ISHC). In 2016, Ali was awarded the Lori Raleigh Award for Emerging Excellence in Hospitality Consulting from ISHC. Ali earned her bachelor’s degree from Cornell University’s School of Hotel Administration.
Ali Hoyt, ISHC
Co-Founder
Data is only as good as the story it tells.
Using industry-leading data, we meet your needs on topics including hotel market identification, optimizing comp sets, market trends and opportunities, custom dashboards and internal performance insights, and destination analysis and competitive positioning. If there's a story within the data, we'll find it.
We also help you tell your stories through communication coaching. Based on years of experience in front of audiences, Ali and Carter offer tailored coaching sessions on everything you need to convey your message. This includes in-depth classes and seminars on being a captivating speaker (no matter the audience size), creating persuasive presentations, powerful business writing techniques, hospitality-focused Excel training, running effective meetings, and media coaching. A company's strongest leaders are always its best storytellers.
A Name That Signifies Our View From the Top
The name Larkspur comes from a run at the top of Winter Park — above the tree line, where the full mountain comes into view. It's a fitting metaphor for what we do. Most hospitality professionals are navigating from within the landscape. We help you rise above it, seeing your market, your competition, and your opportunities with the kind of clarity that only comes from elevation and experience.