# Evolution Hospitality

> Evolution Hospitality is an Aimbridge Hospitality subsidiary managing independent, boutique, luxury, lifestyle and soft-brand hotels. It serves hotel owners and investors through operations, revenue management, sales, in-house marketing through Second Wave, and culinary development through Taste & Theory.

- **Founded:** 2011
- **Headquarters:** San Clemente, United States
- **Founders:** John Murphy (Founder; founding President and CEO)
- **Products:** Hotel operations and management, Revenue management and sales, Second Wave, Taste & Theory
- **Notable:** Launched with nine assets in January 2011, according to founder John Murphy’s biography., Acquired by Aimbridge Hospitality in 2015., Founder biography records 75 open assets and 25 in development by the end of 2019.

## Products & services

- **Hotel operations and management** — Third-party management of independent, luxury, boutique, lifestyle and soft-brand hotels, including openings and repositioning.
- **Revenue management and sales** — Pricing, revenue analysis and sales support for hotel owners.
- **Second Wave** — In-house agency delivering e-commerce, marketing, brand development, creative services and website development.
- **Taste & Theory** — Restaurant and bar concept development, feasibility work, financial modeling, programming, procurement, hiring, training and operations.

## Achievements

- Launched with nine assets in January 2011, according to founder John Murphy’s biography.
- Acquired by Aimbridge Hospitality in 2015.
- Founder biography records 75 open assets and 25 in development by the end of 2019.
- Own culture page describes more than 90 hotels.

## Latest updates

- **2026-05** — Matthew Boettcher appointed senior vice president of operations; current official leadership pages corroborate the role.
- **2026-01** — Evolution assumed management of the 82-room Balfour Miami Beach, a Registry Collection hotel.
- **2026-01** — Aimbridge described Second Wave applying AI to hotel visibility across digital channels; no independently verified performance uplift was disclosed.

## Links

- Website: https://www.evolutionhospitality.com/
- LinkedIn: https://www.linkedin.com/company/evolution-hospitality/
- Instagram: https://www.instagram.com/evohospitality/
- Facebook: https://www.facebook.com/EvoHospitality

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Profile page: https://yespress.io/evolution-hospitality
Published by YesPress — https://yespress.io
Last updated: 2026-10-24