Stonebridge CEO Rob Smith on Strategy, Margins, and What Hoteliers Miss About AI

Hoteliers across the country feel the pressure — rising costs, shifting demand patterns, and owners who expect stronger margins than ever.

Rob Smith, CEO of Stonebridge Companies, joins Glenn Haussman and Dr. Suzanne Bagnera to talk about how Stonebridge approaches strategy, AI, brand decisions, guest acquisition, and operational priorities across more than 170 branded hotels and 30+ independents.

Rob explains how Stonebridge’s new Chief Strategy Officer is reshaping property-level thinking, why brand contribution is make-or-break, and how real AI usage fits into the guest and operator experience (without replacing people).

This episode is brought to you by Actabl — Actabl gives you the power to profit. Visit Actabl.com.

What we cover:

💡 How Stonebridge identifies opportunity during flat markets

🏨 Why brand contribution matters more than brand count

🤖 How AI accelerates analysis without replacing human judgment

📈 What owners expect in 2025 — and how operators can deliver

🔄 Why understanding the guest is the next competitive battleground

💸 How Stonebridge thinks about underwriting, takeovers, and real cost savings

Your turn:

What’s the biggest operational mistake hotel teams make when trying to cut costs?