Aimbridge Hospitality EMEA has outperformed market benchmarks throughout 2025, despite continued industry headwinds.

As 2026 approaches, the hotel management company has reported a positive year-to-date with its Gross Operating Profit (GOP) performance index standing at 101.8, almost two points higher than its competitor set (Hotstats performance index for Q3 (Jan-Sept) in England & Wales.)

The operator, which manages a portfolio of hotels and resorts across the UK and Europe, attributes its performance to the company’s investment in data capture and insights, as well as automation.

This has enabled Aimbridge to manage payroll more effectively throughout the year and to optimise operations across its regional and hotel teams, with Aimbridge EMEA’s payroll cost per occupied room outperforming its competitors with an index of 126.5  (Hotstats, Q3).

The company also implemented a new sales strategy, making its central team entirely responsible for generating demand and driving business into all hotels across the Aimbridge portfolio.

David Anderson, president at Aimbridge EMEA, said: “We’re very proud to have supported our owners over the last year to drive positive performance for our hotels and deliver stronger profits than our competitors alongside lower costs of sale.

“This is a great achievement given the continued challenges our industry faces and is testimony to the importance of having an operator in place that can provide on-the-ground support within hotels as well as that global industry insight and data to monitor and adapt to changes and trends in guest behaviour and expectation.

“As we move into 2026 we have a clear focus on continuing to support our owners and their properties, ensuring we continue to excel against our key scorecard metrics.”

During 2025, Aimbridge EMEA welcomed ten new properties to its portfolio, including two new brand names – Hyatt at the Hyatt Place and Hyatt House Leeds and Radisson RED London Twickenham.

David added: “We’re thrilled to have welcomed a number of new additions to our portfolio this year, including Hyatt Leeds and Radisson RED London Twickenham.

“It’s been fantastic to welcome these new names into our portfolio, proving testimony to our adaptability to working with so many diverse brand names and requirements.”