Aimbridge Hospitality's Balanced Build vs. Buy Tech Framework

Aimbridge Hospitality launched two proprietary platforms within three months: S.P.A.R.K., a global operational audit platform, and LIFT (Labor Insight & Forecasting Tool). CIO Keryn McNamara describes a balanced philosophy: build where unique operational data creates competitive advantage, and buy best-in-class commercial vendors for core commodity infrastructure. LIFT ingests PMS and time-and-attendance data such as UKG and applies AI-driven predictive modeling to recommend daily staffing, yielding productivity gains in housekeeping and laundry. The company is also migrating its ERP to SAP Public Cloud and updating procurement to Coupa.