Business Leader, Hotelier, Real Estate

Bharat Lall: Pinnacle Hotels USA CEO On Changing Hilton Richardson Dallas

In an article entitled “Take Action to Make Things Happen: How Dr. Barry Lall Achieved his American Dream”, Dr Lall talked about that while he has big dreams, he would not call himself a dreamer – rather than gaze off wistfully and wish he takes decisive action to make things happen. Lall has found that a balance between aggressive action and incremental change are key to a successful company. He subscribes to the contrarian approach to investing, using economic down cycles as an opportunity to take calculated risks rather than bunkering down and riding out the storm as many other businesses do.

Dr. Lall wanted to ensure that the corporate clientele the hotel had been serving was getting the attention it deserved from the hotel management team.

Dr Lall laid out a five-year vision to renovate the guest rooms, create a vibrant lobby, rebrand the restaurant, and create a better digital and social media presence for the property.

In the guestrooms, the average guest room size has been expanded to 586 square feet, and beds are no longer king-sized but queen-size, a change made in response to the needs of business travelers. Several new innovative solutions have been added, including large interactive touch-screen monitors for keycards and room service orders.

Hilton Richardson Dallas Transformation

When Dr Bharat Lall began assessing the situation, the first aspect he noticed was many vacant guestrooms. “When we visited the hotel, it was clear that there was a demand for the space, but no one was using it,” says Lall. “We observed the space presentation and found that what we have here today is a great hotel, but there is a need to provide more than a hotel. And we recognized that this hotel has enormous potential to create an awesome destination.”

Further, Dr Barry Lall saw the opportunity to capitalize on the traffic that was already coming to the area and the city of Richardson. The next step was to assess where the market was and what it would take to enhance this growth in the hotel’s operations.


The fundamental elements of a successful brand are authentic representation, a return to its founding principles, best-in-class services, value, experiences, and passion for delivering positive experiences to clients.

Several leading business experts believe that the legacy hotel brand concept is dead and replaced by boutique properties, with classic references such as Hyatt Regency and Hilton remaining. New brands such as Kimpton, Residence Inn, Westin, Hyatt Place, and others are emerging and gaining market share, alongside new sub-brands such as ALICE, Autograph, and others.

He founded Pinnacle Hotels USA in 1998 as a small business based out of his home. In 2003, he became the CEO and President of Pinnacle Hotels USA after being appointed by then-CEO Brian Kelly to lead all aspects of operations at the company, including development, marketing, sales, and customer service. Today, Pinnacle Hotels USA operates more than 350 hotels worldwide with annual occupancy rates above 95%.

Read this article on CrunchBase, for more information.


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