Aimbridge Hospitality Focuses on Sales Performance Metrics for Success
50-property hotel company uses 80/20 rule to target sales teams
on top accounts
ATLANTA, GA - February 25, 2009
- Brand maximization and property
positioning are two of three strategic components behind the rapid success
of Carrollton, Texas-based Aimbridge Hospitality. The third, and conceivably
its strongest driver, is sales and marketing.
The six-year-old hotel and real estate company was created by former
Wyndham Hotel and Resort executives Les Bentley and Dave Johnson with
a primary focus on the management of medium-sized hotels. Aimbridge
Hospitality started in 2003 with eight hotels, expanding rapidly to
own or manage 50 branded and independent properties across the United
States. Its flags include Embassy Suites, Doubletree, Hilton Garden
Inn, Hampton Inn & Suites, Sheraton, Hyatt, Marriott and Wyndham.
Several projects are currently under construction and will carry the
aloft, Embassy Suites, and Cambria Suites brands.
Between 2005 and 2007, Aimbridge Hospitality posted an astounding compounded
growth of 179%. As a result, the enterprise was named to the prestigious
Dallas 100 by the SMU Cox Caruth Institute for Entrepreneurship, an
award recognizing the top 100 fastest growing, privately-held companies
in the Dallas area. The Dallas 100 winners are chosen solely on sales
Establish sales standards and use technology to monitor
Tom Kenney, Aimbridge Hospitality's senior vice president of sales
and marketing, credits the company’s success to precisely measurable
sales goals, management oversight and enforced compliance. "We
established specific sales performance standards for our property teams
and regional managers and we monitor performance across our portfolio
remotely using the latest enterprise sales technology from hotelSystemsPro."
Employing a Web-based corporate sales and catering software system called
hotelSalesPro, Aimbridge Hospitality has automated its entire sales
system and centralized its propertys’ client databases for access by
corporate sales managers for cross selling and to control selling opportunities.
Aimbridge Hospitality also uses hotelSystemsPro's catering software,
hotelCateringPro, to maximize function room and banquet revenue, automatically
generate BEOs, contracts and manage client accounts at the property
"hotelSalesPro enables us focus on the revenue potential for each hotel,"
Kenney says. “Just as important, the system also enables Ambridge to
manage all its hotels’ client account and contact information and activities,
regardless of flag, to protect our future revenue.” Aimbridge uses the
enterprise sales tool which is scalable across all types of hotels,
no matter their size or flag. "We can create customized reports
that allow us, among other things, to set corporate group rates, access
group bookings, follow regional performance, compare YTD for past years,
and monitor sales performance for one hotel or our entire portfolio."
The centralized oversight is essential with a sales force of more than
150 people. Three regional sales vice presidents report to Kenney, each
managing properties based on geography, size and complexity. Kenney
spends most of his time traveling and relies on the accessibility of
hotelSalesPro's Web application to maximize his effectiveness.
"All the information we need to oversee and manage sales for our hotel group
is available to us anytime, anywhere," says Kenney, adding praise
for hotelSystemsPro's dependable customer service. Utilizing real-time
reports, Kenney can set measureable goals and track accountability. "With
hotelSalesPro, we can drill down into the ‘why’ behind our performance
from the corporate perspective to the property level to maximize our
The hotelSalesPro system plays an integral role in Aimbridge's client
and prospect account development. Historical and current data help Kenney
create a sales priority guide that follows the 80/20 rule – 80% of business
comes from 20% of the customers.
"We look at reports on every salesperson's efforts and outcomes and objectively
fine-tune the deployment of their client focus to target their efforts
to achieve the highest revenue potential. hotelSystemsPro worked with
us to create a very effective revenue report to accomplish this"
Aimbridge Hospitality utilizes hotelSalesPro in a majority of its hotels.
Kenney notes a significant improvement in sales productivity and performance,
and an increase in the company's year-over-year attainment above
the industry standard. In many cases, Aimbridge’s remaining properties
will adopt hotelSalesPro when pre-existing contracts with other vendor
"One of Aimbridge's standards of excellence is the face-to-face sales call,"
Kenney said. "We pride ourselves on exceptional customer service
and the long-term relationships we develop with our clients. Email is
Regardless of market conditions, direct sales and marketing remains
a top priority and winning strategy for Aimbridge Hospitality. Integrated
with cutting-edge technology, says Kenney, Aimbridge Hospitality sets
itself apart from its competition.
Founded in 1996, hotelSystemsPro is a technology company operated by
hospitality professionals who provide a suite of high performance; ASP-based
enterprise property solutions that help hotel companies grow market
share through better management of assets, increased sales, reduced
operating expenses, and a higher quality guest experience. hotelSystemsPro
partners with clients to provide solutions that scale across the broad
range of properties in North America and around the world. Whatever
the size of the property or its challenges, hotelSystemsPro solutions
do the heavy lifting for hotel operators to streamline operations and
boost staff productivity and property profitability. Our solutions include
hotelSalesPro, hotelCateringPro, hotelServicePro and hotelWebSpace.
For more information, visit
About Aimbridge Hospitality
Aimbridge Hospitality is a hotel real estate and management company
created to identify investment opportunities throughout the United States.
Aimbridge provides management, asset management, capital renovation,
supervision, accounting and consulting services for its strategic partners.
Aimbridge currently operates hotel properties in the Embassy Suites,
Doubletree, Hilton Garden Inn, Hampton Inn & Suites, Sheraton, Hyatt,
Hilton, Marriott and Wyndham brands. Aimbridge also manages a number
of independent hotels, including the Phoenix Inn & Suites brand
of hotels and has several projects under development in the Starwood,
Marriott and Hilton enterprises. Please visit