With decades of experience in the hotel industry, former Aimbridge Hospitality and Extended Stay America executive Amir Mustafa has taken on a new challenge: to grow the B&B Hotels brand in the U.S. as CEO of B&B Hotels USA. Hotel Business connected with Mustafa to discuss his career journey and his new role.
—Adam Perkowsky
Have you always been interested in the hotel industry? When did you first realize you wanted to pursue a career in hospitality?
Yes, I have been interested in hotels since I was young. I discovered my passion for hospitality from the very beginning. My first job was as a server in a hotel restaurant, and from that moment, I realized how rewarding it was to create memorable experiences for guests. The energy of the industry, the diversity of people and the opportunity to serve and lead drew me in, and I knew this was the career I wanted to grow in.
What did you learn from that first job in the industry?
That role taught me humility, attention to detail and the importance of genuine guest interaction. Even today, I carry those lessons with me. They keep me grounded and remind me that hospitality is ultimately about people.
Have you had any mentors along your career journey? What did they teach you?
Yes, I’ve been fortunate to have great mentors throughout my career. They taught me the principles of servant leadership—putting the team first, leading with humility and empowering others to succeed. They also reinforced the power of teamwork. No individual can deliver exceptional results alone but, together, teams can achieve extraordinary success.
You joined B&B Hotels in April. What attracted you to the company?
I was drawn to B&B Hotels because of its entrepreneurial spirit, strong community values and unique positioning. It’s a brand with more than 900 hotels across 17 countries in Europe and beyond, and bringing it to the U.S. represents an exciting opportunity. I was inspired by the chance to introduce American guests and investors to a trusted, sustainable and modern hospitality brand.
How has your previous experience at companies such as Extended Stay America and Aimbridge Hospitality helped you in your new role?
At Extended Stay America, I grew from assistant GM to regional VP of operations, which gave me a deep understanding of both property-level execution and large-scale operations. At Aimbridge, as SVP of operations overseeing approximately 160 hotels across multiple brands, I learned to manage diverse portfolios, drive financial performance and mentor strong leadership teams. These experiences gave me the operational, financial and leadership foundation I now use to build and scale B&B Hotels USA.
Can you tell us about the current properties in the B&B Hotels USA portfolio? Are there any hotels in the pipeline?
We currently have six properties under contract in Florida, with several more in the pipeline. Our hotels are designed around modern minimalism, functional, efficient and visually clear design, while ensuring warmth and comfort: great beds, luxurious showers, generous breakfasts, grab-and-go markets, flawless connectivity and an enhanced digital guest journey. Importantly, B&B Hotels is the only certified sustainable hotel chain, which sets us apart in the U.S. market.
We make life pleasant, easy and flexible for everyone. We create simple, smart solutions tailored to individual needs, delivering great value at affordable rates while keeping our employees’ workdays easier and more rewarding.
What is the growth plan for B&B Hotels USA?
We’re starting with a strong Florida cluster, and our plan is to develop hotels through a combination of greenfield developments and conversions. From Florida, we’ll expand north into Georgia and New York and then expand west to Texas, creating strategic clusters that drive efficiency, brand recognition and investor value. With our 20-year triple-net (NN) lease model and full portfolio control, we offer a highly attractive opportunity for owners.
What was the best piece of advice you have received in your career?
The best advice I’ve received is simple yet powerful: Maintain a balance in life. Work hard and play harder. Hospitality is a demanding business, but striking a balance allows you to sustain your passion, lead effectively and build a life where both professional and personal fulfillment thrive.
What advice would you give young people who want to have a career in the industry?
Start with humility and curiosity. Learn every aspect of the business, because every role—front desk, housekeeping, F&B or operations—teaches you something vital. Be a team player, embrace mentorship and never underestimate the power of servant leadership. Most importantly, remember that hospitality is about people. If you focus on caring for guests and teams, success will follow.
What do you like to do in your spare time?
I enjoy spending time with my family, traveling and staying active through sports. Travel, in particular, gives me perspective. It helps me appreciate different cultures and reminds me of the universal value of hospitality.
