Aimbridge Hospitality Wins Multiple Awards at 2025 HSMAI Adrian Awards

Aimbridge Hospitality Wins Multiple Awards at 2025 HSMAI Adrian Awards

Aimbridge Hospitality Wins Multiple Awards at 2025 HSMAI Adrian Awards

Aimbridge Hospitality has recently achieved outstanding recognition at the 2025 Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards. Known for its unparalleled ability to elevate hotel performance through strategic and creative marketing initiatives, Aimbridge’s in-house marketing agency, Second Wave, received significant accolades, marking a major milestone in the company’s commitment to marketing excellence in the hospitality industry.

Second Wave Earns Prestigious Recognition for Marketing Innovation

At the 2025 Adrian Awards, which are globally renowned for celebrating excellence in travel marketing, Second Wave received two prestigious “Best of Category” awards. This top-tier recognition highlights Second Wave’s exceptional expertise and innovative approach to driving measurable results for hotel owners. Additionally, the agency earned three Silver Adrian Awards and one Bronze Adrian Award, further cementing its reputation as an industry leader in marketing and branding within the hospitality sector.

The HSMAI Adrian Awards are considered one of the highest honours in travel marketing, recognising the creativity, impact, and innovation that define the hospitality industry. Second Wave’s success at the awards not only reflects its excellence in marketing strategies but also reinforces Aimbridge Hospitality’s dedication to delivering exceptional value to hotel owners through integrated, data-driven solutions. This success is even more impressive given the increasingly competitive nature of the global hospitality market.

Eric Ettlin: A Visionary Leader Recognized Among Top 25 Extraordinary Minds

A key part of Second Wave’s success is its visionary leadership. Eric Ettlin, Senior Vice President of Brand, Marketing, and Digital at Second Wave, was honoured with a place on HSMAI’s prestigious “Top 25 Extraordinary Minds in Sales, Marketing, and Revenue Optimization” list. This recognition celebrates individuals whose creativity, strategic excellence, and leadership have made a significant impact on the travel and hospitality industry.

Ettlin was selected by a panel of industry leaders, including members of HSMAI’s Board of Directors, for his outstanding contributions over the past 18 months. His innovative mindset and ability to anticipate market trends have been instrumental in helping Second Wave and Aimbridge consistently deliver impressive results for hotel properties and brands worldwide. Ettlin’s approach focuses on blending creativity with strategic insight, ensuring that each marketing campaign aligns perfectly with the evolving needs of hotel owners and their customers.

The Power of Integration: How Second Wave Drives Results

What sets Aimbridge and Second Wave apart from traditional external marketing agencies is their highly integrated approach to hotel marketing. Second Wave operates as a fully embedded part of Aimbridge Commercial, a strategy that allows for seamless collaboration with hotel property teams. This integrated structure enables Second Wave to deliver tailored marketing solutions that drive results in real-time.

By working in close partnership with property teams, Second Wave is able to leverage proprietary AI technology and data insights to build brands, execute digital campaigns, and adapt strategies based on current market conditions. This real-time responsiveness and adaptability allow Aimbridge to quickly capitalise on emerging opportunities, enhancing the value of its offerings for hotel owners.

The integration between marketing, sales, revenue management, and operations at Aimbridge ensures that the company can create more efficient and effective campaigns, ultimately driving stronger performance and improving customer satisfaction across hotel portfolios. This holistic approach is what sets Aimbridge apart and makes Second Wave a critical asset to the company’s success in today’s dynamic hospitality landscape.

A Commitment to Driving Results for Hotel Owners

Aimbridge’s success in securing multiple awards at the 2025 Adrian Awards underscores its commitment to delivering an unmatched value proposition for hotel owners. The company’s ability to integrate creative marketing solutions with data-driven revenue strategies enables hotel owners to see stronger financial returns and operational efficiency. By working with Second Wave, owners are assured of marketing campaigns that not only elevate brand visibility but also drive tangible, measurable results.

Allison Handy, Chief Commercial Officer at Aimbridge Hospitality, highlighted the importance of Second Wave’s success in the awards, stating, “When a talented team of marketers and an innovative leader sit alongside industry-leading revenue management, sales and operations specialists, we can respond to market opportunities in real-time and create campaigns that drive measurable results.”

Through this collaborative approach, Aimbridge Hospitality continues to set itself apart in the competitive hospitality sector. The company’s ability to marry creativity with cutting-edge technology allows it to remain at the forefront of the industry, creating unparalleled value for its hotel owners and improving customer experiences worldwide.

“These awards represent the work that’s actually moving the needle for our properties and helping them capture more demand and drive profitable revenue,” said Ettlin. “The team has done an incredible job bringing together marketing innovation with real operational insight, and when we pair that with the data we have across the entire Aimbridge portfolio, we can do some pretty powerful things.”

Second Wave was recognized with the following awards for its work repositioning legacy properties through emotionally-driven storytelling, integrated multi-channel campaigns and immersive experiential activations – as well as its proprietary Paid Media Budget Planner Tool that brings data-driven precision to campaign strategy:

Best of Category Award – Dua Miami

Silver Adrian Award – Dua Miami

Bronze Adrian Award – Queen Mary

Best of Category Award – The Paid Media Budget Planner Tool

Silver Adrian Award – The Paid Media Budget Planner Tool

For more than 69 years, the HSMAI Adrian Awards have recognized excellence across today’s most competitive travel and hospitality marketing platforms, celebrating agencies and individuals whose work shapes the industry. This marks Second Wave’s third consecutive year of recognition by HSMAI.

Looking Ahead: The Future of Marketing in Hospitality

Aimbridge Hospitality’s achievements at the 2025 HSMAI Adrian Awards are a testament to the company’s ongoing commitment to innovation, creativity, and excellence in the hospitality sector. With Second Wave leading the charge, Aimbridge is well-positioned to continue delivering exceptional results for its hotel partners in the years to come. As the hospitality industry continues to evolve, Aimbridge will undoubtedly remain a trailblazer, driving both marketing and operational success for hotel owners globally.

The awards are not just a recognition of past successes but also a reflection of the direction in which Aimbridge is heading. By maintaining a focus on innovation, collaboration, and performance-driven marketing, Aimbridge is set to lead the hospitality industry in the years to come.

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