About Be Nice Hospitality
The husband-and-wife team behind BNHG. Two U.S. military veterans, lifelong partners, and lifelong operators.
BNHG is the company we built to help independent hospitality brands run smarter, market sharper, and deliver the kind of guest experience people actually talk about. If you own or run a boutique hotel, vacation rental, or small hospitality group, you’re who we built this for.
— Alex & Della
Our story
TRAD · our working laboratory near Atlanta
Hospitality wasn’t where we started. We met in the military, built a family, and after our service we started looking for a way to put our energy into something that mattered to us both.
Real estate and travel kept pulling us in. We bought our first property, then another. We learned the work the hard way — by doing it.
“We don’t run BNHG from the outside. We run it because we live it.”
We own and operate our own properties, including TRAD, a romantic getaway property near Atlanta that has become our working laboratory for everything we now teach. Bookings, reviews, OTA fees, tech headaches, guest expectations, late-night messages, slow seasons, full seasons. We’ve handled all of it ourselves.
That hands-on experience gave us a perspective no consultant gets from a slide deck. And the more we worked on our own operations, the more we saw the same problems showing up everywhere. Beautiful properties losing direct bookings to OTAs. Strong brands invisible on Google, ChatGPT, and Perplexity. Owners drowning in day-to-day operations because no one had built them a system. Guest experiences left to chance.
BNHG is what we built in response.
How we help
Three lanes of work, all built around the same idea — meeting you where you actually are. A full strategic partnership, a focused project, or an honest second opinion. Whatever fits.
01 · Technology
We pick, set up, and run the systems that make your property easier to operate and more profitable. PMS, booking engines, guest messaging, AI visibility, automations, and the integrations that hold it together. We've also built our own products — Guestally for guest messaging, Signal by BNHG for AI search visibility — because we couldn't find tools that fit how independents actually work.
02 · Commercial Strategy
Pricing, channels, direct booking, and the math behind your revenue. We help you stop leaking margin to OTAs and start owning your guest relationships, with a plan you can actually run.
03 · Guest Experience
From the first time a guest sees your property online to the post-stay note that earns the rebook, we design experiences that compound into repeat business and word of mouth.
Della · Co-founder, hospitality & guest experience
Meet Della
Co-founder · Hospitality, Guest Experience & Client Success
Della — or Dee to most people who know her — is the heart of BNHG’s hospitality, guest experience, and client work.
Her background is unusually well-matched to the job. She holds degrees in Psychology and Tourism — a combination that means she’s spent her academic life studying both how people actually behave and how the travel industry actually works. That dual lens shows up in everything she touches. When Della builds a guest persona, she isn’t guessing. When she designs a guest journey, she’s pulling from real frameworks. When she sits with a client to understand what they want their property to feel like, she listens the way trained psychologists do.
Clients call her when something’s off, when a season feels flat, when a launch needs a steady hand. Her work spans property management, on-property operations, guest experience design, brand storytelling, and the kind of detail work that separates a five-star stay from a forgettable one.
Day-to-day, Della also runs TRAD, hosts the Truth Be Told show, and leads the Date Night Circle — which keeps her close to the real, hands-on work of welcoming guests and building experiences worth returning to.
What she brings to your business
Meet Alex
Co-founder · Technology, Operations & Vehicle Operations
Alex is the operations and technology side of the partnership. He has spent years working across technology and operations roles, and BNHG is where all of that experience comes together.
If something needs to be built, integrated, automated, or fixed, that’s Alex’s lane. He’s the person who maps the workflow, chooses the tools, wires them together, and makes sure they’re still working six months later — when most consultants have moved on.
Inside BNHG, his work covers technical strategy, systems architecture, AI integration, and day-to-day operational problem-solving for clients. He’s also the founder of Be Nice Autos — the family’s vehicle and Turo fleet operation, which has given him a working understanding of two-sided service businesses, asset-light operations, and the realities of generating revenue on someone else’s platform. Lessons that translate directly to running a hospitality business in an OTA-dominated world.
“When the tech stack is held together by tape, Alex is usually the one drawing the new map.”
What he brings to your business
Alex · Co-founder, technology & operations
What we believe
Not a manifesto. Not a poster on the wall. Just the four ideas that keep showing up when we choose what to build and how to work.
01
Small operators deserve the same caliber of tools, thinking, and strategy as the major brands. We bring that work down to where you can actually use it.
02
We use systems to give owners and teams back the time and bandwidth to take care of guests properly. Not the other way around.
03
We'd rather tell you what we'd actually do than sell you something that sounds good in a deck. If we're not the fit, we'll say so.
04
It's literally the name of the company. It's also how we try to show up — for clients, for guests, and for each other.
Let’s talk
No pitch. No pressure. Just a real talk about where you are, what’s working, what isn’t, and whether we can actually help. If we’re not the fit, we’ll tell you on the call.
— Alex & Della
