Farr Hotels and Resorts is an environmentally conscious hotel and resort startup that aims to transform economy hotels into four-star luxury eco-friendly hotels and resorts. By improving the management, software, and marketing, while implementing eco-friendly infrastructures, Farr Hotels believes they can create hotels that are both green and profitable, and reduce the hotel’s carbon footprint within three months of acquisition. So far, they have streamlined the process of evaluating potential hospitality properties; they source their own projects to reduce costs; and they have 25 years of expertise in managing properties and implementing these types of improvements.