Being the best advocate for ownership means thinking like an owner.
Ashley Ewing Parrott founded AEP Consulting after identifying a persistent gap in boutique development: the vision that starts a project rarely survives it intact. AEP exists to be the one constant — holding the creative and commercial vision together from the earliest conversations to the last finishing touch.
She works with boutique hotel and independent resort owners and developers, partnering from the outset to shape vision, refine concepts, and build the strategic foundation before design and construction begin — whether for a new build, a conversion, or adaptive reuse. Her ability to align vision with execution and strategy with real-world constraints is what keeps a project’s original intent intact.
Before founding AEP, Ashley served as Global Brand Leader at Tribute Portfolio at Marriott International, leading brand strategy for one of the company’s fastest-growing collections of independent hotels — aligning ownership groups, on-property teams, and global design partners around a shared vision and measurable results.
Her projects include the Historic Rocky Waters Inn — a Michelin Key recipient and member of Small Luxury Hotels of the World — and The Wayback, named one of TIME’s World’s Greatest Places 2024. Recognized by Boutique Design and a published contributor to Lodging Magazine, Hotel News Now, and Hotel Management, she is a respected industry voice and regular speaker at hospitality conferences.
Based in Memphis and mobile by nature, Ashley works with independent owners, family offices, and developers across the country who are ready to build something worth remembering.
Being the best advocate for ownership means thinking like an owner.
Ashley Ewing Parrott is the founder of AEP Consulting and a trusted advisor to boutique hotel and independent resort owners and developers nationwide. With over 15 years of experience spanning development, operations, and global brand leadership, including her tenure as Global Brand Leader at Tribute Portfolio at Marriott International, she brings a rare ability to align creative vision with real-world strategy, working alongside ownership from the earliest stages of a project through execution.
Ashley’s projects have earned recognition from Michelin, Travel + Leisure, and TIME’s World’s Greatest Places, a testament to the market clarity and intentionality she brings to every engagement. Based in Memphis, she partners with developers and ownership groups looking to build distinctive, purposeful hospitality projects designed to stand apart — and stand the test of time.
