NEW YORK—Aimbridge Hospitality continues strengthening its performance-driven tradition to ship measurable outcomes throughout its portfolio of managed properties in North America, EMEA, and LATAM.
“We set a transparent path ahead for Aimbridge this 12 months, emphasizing execution, operational excellence, and steady enchancment as a part of a technique that prioritizes our house owners and aligns expectations for our associates,” mentioned Craig S. Smith, CEO, Aimbridge Hospitality. “Our function is about greater than merely working a resort—we’re a trusted associate with the energy and stability that may solely come from totally leveraging our scale, expertise, and assets. As we stay up for the second half of the 12 months, we’re deepening our partnerships and increasing our information and reporting capabilities to additional differentiate ourselves because the working associate of alternative.”
Portfolio Growth and Property Enhancements
As a part of its technique, Aimbridge has welcomed a set of latest properties to its managed portfolio in 2025, from coast to coast in the US and throughout the Atlantic to its EMEA division.
Among the many additions are unbiased motels as a part of the corporate’s full-service division: the historic Resort Deco in Omaha, Nebraska, with Nineteen Thirties impressed Artwork Deco guestrooms and standout occasion areas; the Orange County Resort in Santa Ana, California, situated one mile from the John Wayne Airport (SNA); and the Casa Palma Resort & Bungalows in Palm Springs.
In the UK, Aimbridge EMEA added 11 properties to its portfolio, together with the Crowne Plaza Newcastle; Hilton Backyard Inn Birmingham Airport; The Harlow Resort by Accor; and 6 motels working beneath the Mercure model in Bedford, Cardiff, Harlow, Nottingham, Telford, and Birmingham.
Different property updates within the first half of 2025 embody model transitions and property enhancements managed by Aimbridge, together with the reopening of the Sheraton Minneapolis Downtown Conference Middle following an intensive rebrand; the multimillion greenback rebrand of Resort Milo in Santa Barbara, which can rework the property into The Milo; and refurbishment of the Grand Luxor Resort & Village, rebranding the 402-key resort as 4 Factors by Sheraton Costa Blanca.
Different updates embody a $50 million renovation of the Sheraton Fort Value Downtown, in addition to a whole refresh of the Hilton New York Style District.
Business Evolution
Because the trade reacts and realigns in response to evolving journey forecasts, Aimbridge is enabled to adapt and act by means of a deepening information set that informs strategic decision-making. Aimbridge faucets into the trade’s cross-brand, cross-vertical, and cross-market database of resort efficiency, analyzing and understanding tendencies whereas concentrating on resilient market segments.
Pairing that information with Aimbridge’s business engine, Aimbridge groups are monitoring real-time market situations, adapting to fast-changing environments, and leveraging all out there assets, resulting in outcomes.
Aimbridge can also be increasing its nationwide gross sales staff to speed up progress as a part of a unified nationwide gross sales technique and strengthen efforts to draw authorities, airline, company, and sports activities group enterprise to its properties.
Supporting these efforts is Second Wave Advertising, Aimbridge’s in-house branding and advertising company, which drives visibility, bookings, and income by means of tailor-made methods that place properties for fulfillment.
