Aimee Fyke on Technology, Sustainability, and Employee Growth at Tharaldson

In the rapidly evolving landscape of the hospitality industry, staying ahead of trends while tackling ongoing challenges is a delicate balancing act. I had the opportunity to conduct and interview with Aimee Fyke, Chief Operating Officer, of Tharaldson Hospitality. With nearly 90 hotels under their portfolio and plans to expand further, Aimee shared insights into the trends shaping the industry, the technological innovations making waves, and the sustainability efforts driving positive change.

The Labor Challenge: A Constant Headwind

One of the biggest challenges facing the hospitality industry today, according to Aimee, remains the ongoing labor shortages and wage inflation. The issue is affecting both high-demand urban centers like Southern California and smaller cities like Decatur, IL. Finding and retaining talented employees is crucial, yet increasingly difficult.

“Labor inflation and labor shortages are huge,” Aimee remarks. “It doesn’t matter if you’re in a big city or a smaller market—hiring the right talent is the number one operational challenge right now.”

To address this, Tharaldson Hospitality focuses on offering employees a clear career growth path. Aimee herself serves as a prime example of the potential for career development in the hospitality industry. Starting at the front desk, she worked her way up to regional and senior leadership positions. “When I tell my team that I’ve walked in their shoes, I mean it. We’ve got to have the right people in the right positions, and we try to show them the opportunities for growth in this industry,” she says.

Technology in Operations

In a world where technology is transforming every sector, the hospitality industry is no exception. Tharaldson Hospitality is committed to adopting new technologies that improve operations, drive sustainability, and enhance guest satisfaction.

Aimee highlights several key tech investments the company has made, such as their implementation of a wireless water-saving system that detects leaks in real- time. “This system alerts us when there’s a significant issue, like a broken

irrigation system or an unexpected water fluctuation, allowing us to resolve issues proactively before they impact our guests,” she explains. This investment not only saves costs but also aligns with the company’s sustainability goals.

Tharaldson is also innovating in guest-facing technology, including the use of QR codes for laundry facilities and even kegerators at some of their hotels. “The QR code allows guests to easily pay for services like laundry or even beer and wine, all from their phone. It’s about streamlining the guest experience and making it easier for them,” Aimee notes.

Another area where technology is helping streamline operations is revenue management. Aimee is particularly excited about the potential of Artificial Intelligence (AI) to transform this space. AI systems can predict high-demand dates, optimize room pricing, and help manage restrictions, all of which lead to higher revenue and occupancy rates.

“AI technology is going to be huge for the future of revenue management,” Aimee says. “It will help us anticipate peak times, adjust pricing, and ultimately improving profitability.”

Sustainability Initiatives

Sustainability is another priority for Tharaldson Hospitality, with Aimee stressing the importance of implementing green practices across their portfolio. From bulk amenities (eliminating single-use shampoo bottles) to recyclable waste containers in rooms, Tharaldson is taking steps to reduce their environmental impact. The company also tracks waste and water usage across all properties, ensuring they stay on target with their sustainability goals.

“We know sustainability is important to our customers, and we want to make sure we’re doing our part,” Aimee explains. “We track waste and water usage monthly and ensure we’re constantly improving.”

Tharaldson is also exploring ways to incorporate electric vehicle (EV) charging stations into their properties. With the rise of electric vehicles, providing convenient charging solutions has become a key amenity for guests. Aimee points out that the company is transitioning to a pay-per-use system to manage these stations, preventing non-guests from using the chargers for free.

“We had to adapt our EV charging stations to ensure we’re offering it as an amenity to our guests and not just to people passing by,” she says. “This helps

offset the costs of the electricity and ensures we’re not absorbing that for people who aren’t even staying at the hotel.”

Development and the Road Ahead

Looking toward the future, Aimee is optimistic about Tharaldson Hospitality’s growth trajectory. The company currently operates 88 hotels and plans to hit the 100-hotel mark in the near future. However, the challenges of construction costs and high interest rates remain significant hurdles for expansion.

“Cost of construction and interest rates are still huge concerns,” Aimee says. “We’ve had to be more selective about which development opportunities we pursue. We’ve even walked away from deals because they just don’t make financial sense with the current interest rate environment.”

While these economic challenges are ongoing, Aimee sees opportunities in new, smaller hotel brands that require less upfront capital. “The brands are trying to push new concepts that have a smaller footprint, lower build costs, and fewer amenities. That’s one way to adapt to the current climate,” she explains.

Emphasizing Guest Satisfaction and Employee Engagement

At the core of Tharaldson Hospitality’s operations is a relentless focus on guest satisfaction. Aimee and her team review guest feedback weekly for each of their hotels, diving deep into the comments to identify areas for improvement. Whether it’s an issue with cleanliness, service, or the need for a renovation, the team works quickly to address any concerns.

“We really listen to the guest feedback,” Aimee says. “If we see scores drop, we immediately investigate to figure out what’s happening—whether it’s a staffing issue or something more structural.”

AI, Innovation, and Sustainability

As Aimee reflects on the future, she is most excited about the role of technology, particularly AI, in shaping the industry. From optimizing revenue to improving maintenance management, AI will be a game-changer in the coming years.

“I think AI will play a massive role in helping us manage our hotels more efficiently, especially when it comes to maintenance and revenue management,” Aimee says. “It can help us predict mechanical issues and schedule repairs

before they become a major problem, saving us time and money. Plus, it will help us make smarter decisions about pricing and occupancy.”

In the end, Aimee believes that the key to success in the hospitality industry lies in continuous innovation—whether that’s through sustainability initiatives, technological advancements, or simply listening to the needs of both employees and guests. As Tharaldson Hospitality continues to grow and evolve, Aimee’s vision is clear: be the one to beat in every market they serve.

“Every day is an opportunity to learn something new and improve,” Aimee concludes. “If we can keep innovating and focusing on what makes us different— whether it’s through sustainability, technology, or exceptional guest service—we’ll continue to lead in our industry.”

Aimee’s leadership at Tharaldson Hospitality has exemplified how hospitality companies can thrive in an increasingly complex environment. By focusing on technology, sustainability, and employee development, Tharaldson is not only managing today’s challenges but setting the stage for future success. As the industry continues to evolve, companies like Tharaldson are proving that staying adaptable, innovative, and committed to both guests and staff is the key to long- term growth and prosperity.