We recently renamed our corporate office in Plano to the Global Support Center. As Craig S. Smith, CEO, explains it best, this rebrand goes beyond just a name change. The Global Support Center reflects our core values and operational approach, demonstrating our unwavering commitment to putting hotels first and making their jobs easier and more effective. This transformation clearly defines our purpose: supporting our hotel teams on the frontlines who are closest to our guests and driving the experiences that matter most. #TeamAimbridge #AimbridgeHospitality #HospitalityLeadership #PerformanceExcellence
We renamed our HQ for a reason. Because it doesn’t matter where you sit, stand, or both. The end goal is the same. Previously known as the “corporate office,” our headquarters (HQ) name change reflects a mindset shift grounded in one simple truth: Hotel teams are the frontlines of hospitality. Putting hotels first – and making their jobs easier and more effective – is how we win, grow, and deliver for our owners and associates. It doesn’t just happen. You can’t name-change your way to balanced scorecard success or hotel owner and partner trust. It takes deliberate action. Everywhere, every day. All day and night. I’ve asked our leaders in Plano, San Clemente, Monterrey, Glasgow – and anyone anywhere in service of Aimbridge-managed properties – to deeply and instinctively understand that their most important responsibility and highest-impact opportunity is helping our hotel teams succeed. This mindset is about collaboration, not hierarchy. Every role matters. Every team and function contributes. While the notion of headquarters (HQ) serving as a support system and operations accelerator isn’t a novel concept across industries, it is an important distinction. You must show up where – and how – it matters most. What does this look like in practice? ✅ Solving problems faster ✅ Operating more efficiently ✅ Delivering stronger results To better reflect this reality, we’re not just changing how we refer to our corporate offices. We’re changing the way we think, work, and achieve long-term success. Our new name and organizing principle says it all. We’re here to support hotel team members on the frontlines, closest to the customer and in service of the guest experience. Supporting the field is not a step removed from performance. It's how performance happens. *** Remember: Your role doesn’t have to be IN a hotel for you to be IN hospitality. Thank you to the talented professionals at our company and throughout the hospitality industry for showing up with purpose, keeping hotels at the center of your work, and driving performance through service. From now on, we’ll be known as the Aimbridge Global Support Center (GSC) – where support powers performance. On-property teams around the world deserve nothing less, and we’re committed to giving them our very best … Pictured: Aimbridge associates -- The Lindy Renaissance Charleston Hotel & Aimbridge GSC in Plano, TX. Aimbridge Hospitality I Aimbridge Hospitality EMEA I Aimbridge LATAM