Third-party hotel operator Aimbridge Hospitality has announced strategic changes to streamline its US operations.

The company is introducing a dedicated Owner Relations team and restructuring into two focused operating divisions, Aimbridge Select and Aimbridge Full Service.

This new operating structure, which will take effect in mid-February after a transition period, forms part of Aimbridge’s efforts to deliver superior management services and boost property performance.

Aimbridge said that its new Owner Relations team will leverage proprietary data and insights, source and synthesise stakeholder feedback to drive portfolio profitability and satisfaction.

Owner Relations divisional president Aly El-Bassuni will lead the team and report to Aimbridge’s chief global growth officer Allison Reid.

The team’s responsibilities include launching the Aimbridge Owners Council, an advisory committee comprising representatives from various ownership groups.

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Aimbridge global president Mark Tamis said: “The addition of a dedicated Owner Relations team builds on the work that’s been done over the last two years and points to the ongoing investment Aimbridge is making in helping owners meet ambitious goals.

“This team will be focused on looking across the portfolio for opportunities that drive performance, mobilising expert resources across the organisation, and implementing improvements that benefit our partners.”

Aimbridge’s US operations will be divided into Aimbridge Select, led by Simon Mendy, Divisional President – Select Service, and Aimbridge Full Service, headed by Rob Smith, Divisional President – Full Service.

Aimbridge Select will include select enhanced, select, economy, and extended stay properties.

Aimbridge Full Service is a full-service, luxury, and resort business and oversees certain units, including Evolution, Aimbridge’s Lifestyle vertical.

However, operations in Aimbridge’s international divisions servicing Europe, the Middle East and Africa (EMEA) and Latin America (LATAM) will not be changed.

Tamis added: “The industry is at an inflection point as brands continue to move to a predominantly franchised model and owners lean on third-party managers to provide the operating experience and track record they need to succeed, which is where Aimbridge shines.

“The strategic shifts we’re making to our US operating model will inject even greater agility and effectiveness into how we run our business, and ultimately, drive higher property and portfolio performance.”