Will Perry

Strategic Architect | Urban Explorer | Borderless Thinker

Most people build careers.
William creates strategic systems.William Perry is a strategist with more than 30 years of experience transforming organizations, realigning leadership teams, and creating long-term value in both independent boutique and branded hospitality environments. He is the co-founder of Spark Hudson, a hospitality performance advisory firm and hotel operating company, and the founder of BlackMantle, a strategic intelligence studio for institutions and leadership teams. He works across the disciplines of revenue strategy, asset performance, and competitive intelligence, quietly solving the issues that hold back growth, clarity, or trust.Over the course of his career, he has built a reputation not through visibility, but through thoughtful results. Assets have been transformed into profitable operations with stabilized teams. Will does not chase trends or lean on buzzwords. He focuses on bringing precision and clarity to every assignment and delivers what matters.What He DoesWill brings structure and a long-term view where others apply temporary fixes. He helps underperforming assets recover their momentum, aligns owners and operators around shared goals, and creates asset strategies that balance profitability with sustainability.His experience spans the United States, Canada, the Middle East and Africa, where he nearly a decade leading asset-level performance and financial planning. He has worked with independent hotels, resort properties, and branded urban assets ranging from 40 to >800 rooms.Proven OutcomesWill’s approach is direct and data-driven. His work centers around outcomes, not noise.• In Cape Town, he restructured asset management for an upper upscale branded hotel, leading to a >24.8 percent increase in EBITDA through disciplined planning and monthly reviews.• In the luxury Colorado ski market, he helped a high-end boutique reposition its pricing and distribution strategy, achieving a double-digit RevPAR lift in under a year.• In a 22-property portfolio, he implemented a hiring risk model that reduced executive turnover and improved alignment between property goals and talent capacity.• For an urban full-service hotel, he designed a top-line revenue plan that stabilized ADR and accelerated direct booking recovery after the initial waves of COVID-19.Spark Hudson and BlackMantleThrough Spark Hudson , Perry works with hotel owners, family offices, and developers seeking long-term performance without brand dependency or operational drift. The firm specializes in hotel operations, revenue recovery, digital channel strategy, deep revenue management and full-asset revitalization.BlackMantle was founded by William to focus on strategic intelligence practice, offering institutional and founder-level clients a lens into competitive threats, organizational misalignment, and power structures that often go unseen. BlackMantle is used when leadership teams need to reframe risk and gain clarity fast.Both firms reflect the same value system: clear thinking, moral alignment, and results that hold up; driven by People, Processes, and Platforms.Who He Works WIthWilliam works directly with a small number of select clients each year. These are often founders, owners, or boards navigating meaningful change, where timing and discretion matter as much as technical expertise.He is not a good fit for organizations seeking incremental changes or external validation. He is a strong fit when the goal is transformation, and the need is real.He is a resident of Washington DC.

Beyond the Boardroom

From politics to perfume, William’s story is packed with unique experiences. While in his mid-20s his interest in politics led him to a longtime friendship with former U.S. Congressman Barney Frank, who became his mentor. After a meeting in California, Congressman Frank was highly impressed with his intelligence and professionalism that he stayed in regular contact and continued to encourage his professional development. At Mr. Frank's recommendation, William worked on the campaign for U.S. Congresswoman Jane Harman and other political leaders.His flair for the personal and historic connections is also reflected in his own bespoke tartan and a signature fragrance. His official tartan, registered with the The Scottish Register of Tartans, is the "Perry, William, USA." The design is a tribute to his family, with the thread counts representing his siblings, southern geography and his birth year. The colors are a nod to his East Tennessee home, with purple for the state flowers, brown for local wildlife, soft yellow for autumn leaves and fireflies, and a smoky grey blue for the iconic Smoky Mountains.William worked with Floris of London to develop a signature scent called "William No. 70," a custom Eau de Parfum. His fragrance is part of Floris’ history of over 300 years. The name celebrates his birth year, and its earthy blend of White Oud, Cedarwood, Patchouli, and other notes was inspired by his Southern heritage.