Aimbridge EMEA announces shift in sales strategy

Third-party hotel management company, Aimbridge Hospitality EMEA, has announced a shift in its sales strategy, making its central team entirely responsible for generating demand and driving business into all hotels across the Aimbridge portfolio.

The new strategy, implemented in response to changing market dynamics, aims to target key sectors with refreshed sales tools and initiatives to drive increased revenue and market share for Aimbridge-managed properties, supporting the company’s future international growth ambitions, too.

It said it also provides a “clear pathway” for the development of sales talent within the organisation, with a number of key appointments and internal promotions being made to support the changes.

As such, Joe Evans has been named sales director for EMEA, having been with Aimbridge for more than two-and-a-half years in the role of business development director.

Leanne Bladen, formerly of Eastside Rooms, steps into the role of director of sales performance EMEA, alongside Emma Pusey – sales support executive and Sue Ashton – leisure partnerships director.
Michael Judd has also been promoted to business development director EMEA.

In addition, new hires for 2025, Erin James and Fiona Antcliff, have been named business development managers, each focusing on key market specialisms including meetings and events, associations, sports, entertainment and construction.

Kym Kapadia, senior VP commercial at Aimbridge EMEA, is at the helm of the team and said: “We’re very excited about our new and revitalised approach to sales, making our central team now entirely accountable for driving business into all of our managed hotels.The industry’s dynamics have changed. It’s more competitive than ever, and we’re always striving to be responsive to challenges our owners face. Equally, we have our sights set firmly on the division’s international growth.

“By upweighting the team in this way, we’re creating refreshed, unparalleled momentum to engage directly with key markets such as construction, sport and government, securing top-line performance for our owners in a way that’s scalable internationally, too, for future growth.Behind this new approach, we have put in place a highly experienced, specialist sales team who will be working proactively, generating demand and creating opportunities to build our market share across these specialisms on our hotels’ behalf.”

She added: “Since joining the company earlier this year I’ve been impressed with the level of commercial expertise and experience within it. This new high-velocity sales firepower builds further on that, setting the scene for long term success.”