Smith posing with staff at AC Hotel Monterrey Valle in Mexico. |
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journey today that the U. S. did some two decades ago, prompting more conversations between Aimbridge and international hotel companies, particularly now as Smith further rights the ship. In one instance, a CEO told him to hurry up and get Aimbridge to where it needed to be.“ We need you overseas,” the CEO said. Smith has had extensive conversations with Accor, for instance.“ Our opportunity overseas is phenomenal,” he said.
Still— and despite the allure— Smith practices restraint. One of his favorite words is discipline.“ If I try to grow everywhere internationally, I’ ll fail,” he said.“ You kind of look back and say,‘ OK, was one
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of the mistakes growing too quickly?’” Maybe. Nonetheless, Smith has a different mantra nowadays: fees over keys.
A true test of a leader is owning up to faults. But Smith is done with the apology tour, turning the corner and driving forward. For a company as large as Aimbridge, it makes sense that it would have separate divisions. Up to now, those included full service, select service, lifestyle( through Evolution Hospitality, which Aimbridge acquired in 2015), EMEA and LATAM. Keeping watch of trends, Aimbridge recently launched an allinclusive division to tap into a segment of the industry that is growing in popularity with customers and brands, alike.
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Despite reemerging under a new capital structure, Smith said that its new owners are not shy to invest in technology. Aimbridge is already deploying artificial intelligence in its revenue management.“[ Our owners ] are telling us that technology should be a huge competitive differentiator going forward,” he said.
Aimbridge is a global operator. Craig Smith is an international man. Maybe not of mystery, but his hobbies, including motorcycling, skiing, scuba diving and piloting, and favorite movie characters— James Bond and Ethan Hunt— sure give him a mystique. Add that he’ s a polyglot who has lived in Hungary and Thailand, among other places, and one
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gets the sense that Smith was the ideal choice to lead Aimbridge forward.
Not surprising is Smith’ s favorite author, Peter Drucker, who contributed to the foundation of modern management theory. He reads Drucker’ s“ The Effective Executive” once a year, an instruction of how individuals can become more effective in their roles, emphasizing the importance of getting the right things done rather than simply being efficient. It’ s a book that not only helps guide Smith’ s decision-making; he uses it to cultivate and develop those around him.“ We don’ t own the building,” Smith said.“ What we do own is the talent. And that’ s the number one thing.”
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Sept / Oct 2025 hotelsmag. com 19 |