Hotel management group Aimbrige EMEA is building its momentum into 2025, having signed no less than nine new properties in the first quarter of the year.
The additions mean a further 1,300 rooms have been added to the company’s portfolio, as it looks to build alliances with landlords and major international hotel brand groups. Hotel owner ProArk agreed to pass operations of its six UK hotels to Aimbridge, all carrying Accor‘s Mercure brand.
Additions across the UK
The hotels are in Bedford, Birmingham, Cardiff, Harlow, Nottingham and Telford. They are part of a larger portfolio held by ProArk that includes hospitality assets across Europe, including properties across Denmark and Sweden, and at Disneyland Paris. The company also holds real estate assets in the office, retail and industrial segments.
“We’ve had a really positive start to 2025, welcoming so many new properties to our portfolio in a matter of months proves testimony to our position as a trusted operator across multiple verticals and brands,” said divisional president David Anderson. “The nine new additions enrich our portfolio, leveraging our experience and expertise for these major brands. Work is already underway in close partnership with each property’s general manager and their wider hotel teams to help each site create exceptional guest experiences as well as generate positive results for hotel owners.”
Aside from the multi-hotel agreement with ProArk, Aimbridge has also signed the Hilton Garden hotel at Birmingham airport, and a dual hotel project in Leeds featuring newly developed Hyatt Place and Hyatt House hotels.
The two hotels have a combined 305 rooms, and are owned by UK Commercial Property REIT, with Hyatt Hotels having signed a 25 year lease on the asset. Of the total, 217 rooms are under the select service Hyatt Place brand, while 88 rooms are set out as studios and one bedroom suites, marketed under the long stay Hyatt House brand. The two hotels share common facilities the building, including a fitness centre, restaurant and meeting spaces. The development also features a rooftop bar and restaurant.
Improving operational results
Anderson said that the group is consistently working towards greater operational excellence: “In 2024 we saw guest satisfaction scores increase across the board following Aimbridge’s investment in in-depth customer service training for all hotel teams and guest experience development at each of the properties. This is a trend that’s already continuing into this year and we’re looking forward to mirroring these high levels of customer satisfaction at each of the new properties we’re working with in the months to come.”
Outside of the UK, Aimbridge EMEA is growing its business across the broader EMEA region. Signings in the last year include a management agreement to operate a multiple hotel development in Batumi, Georgia for Wyndham, encompassing properties under several of its brands. The company has also entered the Spanish market, where it manages the 402 room Grand Luxor hotel on the Costa Blanca, for local owner Santa Maria Group.
