Aimbridge Hospitality moves to improve model

PLANO, Texas – As part of its renewed effort to increase efficiencies and grow ownership trust, third-party management giant Aimbridge Hospitality made two announcements on Monday aimed at matching up speed and focus to its operational model.

First, Aimbridge split its operations into separate Select and Full-Service divisions with about 75% of the portfolio falling under the Select division. It also outlined plans to add a dedicated Owner Relations team.

As part of what it calls a “strategic enhancement plan,” Aimbridge will also redeploy its above-property operations teams by geography “to reinforce and strengthen the close-knit and collaborative network between hotel and above-property support teams and deepen its market expertise.”

Aimbridge will also redeploy its above-property operations teams by geography “to reinforce and strengthen the close-knit and collaborative network between hotel and above-property support teams and deepen its market expertise.”

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Aimbridge said these changes to create more clarity within its model were in the works before mid-November changes at the top that saw CEO Mike Deitemeyer and CFO Tom Song stepping down. As the company continues its search for a new leader, the question becomes are more operational changes in the offing to further enhance its model?

Aimbridge also said in its press release that the changes announced directly reflect the company’s “pledge to deliver the most comprehensive, performance-driven management service in the industry and showcase its desire to be recognized as the clear third-party leader among owners, brands, and associates.”

While leadership was not taking on-the-record interviews on Monday, Stephanie Peterson, Aimbridge's head of Marketing and Communications told Hotel Investment Today, “The changes we announced to our operating model today were very intentional and show that we continue to dial in on what owners are looking for in a third-party hotel operator, including a partner who’s able to maximize the return on their investment. We fully expect the addition of a dedicated Owner Relations team and the simplification of our U.S. operations into two-focused divisions to generate even greater speed, collaboration, and impact. The refined approach increases both our ability to proactively identify opportunities across the enterprise and our responsiveness in addressing property-level needs. This is a fitting next step for Aimbridge, building on the investments we’ve made in recent years to create the most comprehensive, performance-driven management service in the industry.”

Aimbridge Select will include select enhanced, select, economy, and extended-stay properties, and will be led by Simon Mendy, divisional president – Select Service.

Aimbridge Full Service will include full service, luxury and resort businesses, including lifestyle vertical Evolution. It will be led by Rob Smith, divisional president – Full Service.

Operations in the company’s international divisions servicing EMEA and LATAM remain unchanged.

Aimbridge explained that the Owner Relations team will proactively mine proprietary data and insights, source and synthesize stakeholder feedback, and partner across the organization to accelerate actions that it hopes will result in higher portfolio profitability and improved satisfaction scores. They will also be responsible for launching the Aimbridge Owners Council, a new advisory committee that will include representatives across ownership groups.

Leading the Owner Relations team is Aly El-Bassuni, divisional president – Owner Relations. El-Bassuni joined Aimbridge in 2023 as divisional president – Enhanced Select Service and now will report to Allison Reid, chief global growth officer for Aimbridge.

“Our commitment as the leader in the third-party hotel management space has always been, and will continue to be, finding ways to exceed the expectations of our owners, brand partners and associates,” said Mark Tamis, global president – Aimbridge. “By building on the strong foundations already in place, we will accelerate future growth for our partners and for Aimbridge.”