Aimbridge Hospitality Strengthens Performance Culture to Continue 2025 Momentum

    Global hospitality leader leverages scale, innovation to drive results portfolio-wide 

    NEW YORK, June 1, 2025 — Aimbridge Hospitality, the world’s leading third-party hotel management company, is continuing to sharpen its performance-driven culture to deliver measurable results across its portfolio of managed properties in North America, EMEA, and LATAM.

    “We set a clear path forward for Aimbridge this year, emphasizing execution, operational excellence, and continuous improvement as part of a strategy that prioritizes our owners and aligns expectations for our associates,” said Craig S. Smith, CEO of Aimbridge Hospitality. “Our role is about more than simply operating a hotel—we are a trusted partner with the strength and stability that can only come from fully leveraging our scale, talent, and resources. As we look ahead to the second half of the year, we are deepening our partnerships and expanding our data and reporting capabilities to further differentiate ourselves as the operating partner of choice.”

    Portfolio Expansion and Property Enhancements

    As part of its focused strategy, Aimbridge has welcomed a collection of new properties to its managed portfolio in 2025, from coast to coast in the United States and across the Atlantic to its EMEA division.

    Among the additions are distinctive independent hotels as part of the company’s Full Service division: the historic Hotel Deco in Omaha, Nebraska, complete with 1930s inspired Art Deco guestrooms and standout event spaces; the Orange County Hotel in Santa Ana, California, offering stunning lakeside views just one mile from the John Wayne Airport (SNA); and the Casa Palma Hotel & Bungalows in Palm Springs, a lush desert oasis with pools and other outdoor amenities.

    In the United Kingdom, Aimbridge EMEA added 11 notable properties to its portfolio, including the Hilton Garden Inn Birmingham Airport; The Harlow Hotel by Accor, and six hotels operating under the Mercure brand in Bedford, Cardiff, Harlow, Nottingham, Telford, and Birmingham.

    Other property updates in the first half of 2025 include brand transitions and property enhancements managed by Aimbridge, including the reopening of the Sheraton Minneapolis Downtown Convention Center following an extensive rebrand; the multi-million dollar rebrand of Hotel Milo in Santa Barbara, which will transform the property into The Milo while blending European coastal elegance with local heritage; and refurbishment of the Grand Luxor Hotel & Village, rebranding the 402-key Spanish resort as Four Points by Sheraton Costa Blanca.

    Other updates include a $50 million renovation of the award-winning Sheraton Fort Worth Downtown, as well as a complete refresh of the Hilton New York Fashion District.

    An Eye on Industry Evolution

    As the industry reacts and realigns in response to evolving travel forecasts, Aimbridge is enabled to quickly adapt and act through an ever-deepening data set that informs strategic decision-making. Aimbridge taps into the industry’s most expansive cross-brand, cross-vertical, and cross-market database of hotel performance—a benefit of its scale—deeply analyzing and understanding trends while targeting resilient market segments.

    Pairing that data with the power of Aimbridge’s commercial engine, Aimbridge teams are monitoring real time market conditions, adapting to fast changing environments, and leveraging expertise and all available resources leading to results.

    Aimbridge is also expanding its National Sales Team to accelerate top-line growth as part of a unified national sales strategy and strengthen efforts to attract government, airline, corporate, and sports group business to its properties.

    Supporting these efforts is Second Wave Marketing, Aimbridge’s dedicated in-house branding and marketing agency, which drives visibility, bookings, and revenue through tailored strategies that position properties for success in even the most competitive markets.

    Award-Winning Culture and Operations
    Ongoing investments in talent curation and professional development are translating to recognition for Aimbridge and its people and properties.

    Building on a track record of success, Aimbridge has earned a number of recent awards, including:

    • Newsweek’s 2025 America’s Greatest Workplaces for Women and for Inclusion & Diversity
    • Comparably Awards in 2025 for Best Company Outlook, Best Company for Women and Best Company for Diversity
    • 2025 U.S. Microtel Hotel of the Year, Microtel Inn & Suites Gambrills, MD
    • 2024 Hilton Award of Excellence, Hilton Dallas Lincoln Centre by the Galleria
    • 2024 Hyatt Leadership Awards for:
      • Events Leader of the Year: Dana Hambidge, Hyatt Place Mystic
      • Rising Star of the Year: Roohi Stewart, Hyatt Regency Houston/Galleria
      • Excellence in Digital Performance: Hyatt Place Washington
    • 2024 Marriott Select Brands Awards for:
      • Chairman’s Award, Aloft Henderson
      • Platinum Circle, Residence Inn by Marriott Wheeling-St. Clairsville, OH
      • Platinum Circle, Residence Inn by Marriott San Diego Chula Vista
      • Silver Circle, Residence Inn by Marriott Orlando Lake Mary
      • Silver Circle, SpringHill Suites by Marriott Waco
      • Most Improved Intent to Recommend Award, Four Points by Sheraton Sacramento Airport
    • 2024 Alaska Hotel & Lodging Association Property of the Year (Less than 150 Rooms), Clarion Suites Anchorage
    • 2025 Visit Bucks County Hospitality Leadership Award, Shaneka Rolle, SpringHill Suites by Marriott Langhorne

    Stability and Strength in 2025

    Aimbridge is well positioned for the future, with one of the healthiest balance sheets in the industry and a clear strategy. Upcoming investments in systems and technologies are set to further enhance the company’s operational excellence with better offerings for owners.

    Alongside its leadership team, Aimbridge’s Board of Managers bring extensive experience in hospitality, real estate, and finance, reinforcing the company’s foundation for sustainable success. This collective expertise enhances Aimbridge’s ability to innovate, perform, and create long-term value for owners and brand partners worldwide.