AHLA relaunches campaign to boost travel

THE AMERICAN HOTEL and Lodging Association (AHLA) relaunched its “Hospitality is Working” campaign to highlight hotels’ commitment to workforce, guests and communities, according to a statement. The campaign aims to reengage travelers and showcase the economic and community benefits hotels provide in neighborhoods across the U.S.

As more Americans begin to travel, the initiative will highlight the broad range of benefits hotels provide the communities they serve and point out the industry’s strong commitment to investing in its workforce, providing quality career opportunities and protecting employees and guests, AHLA said.

“In every American city, hotels support employees and their families and serve our communities,” said Chip Rogers, AHLA’s president and CEO. “Hotels are investing in our workforce to create good jobs that power local economies. We’re keeping guests and employees safe. Six in 10 hotels are small businesses, and they’re creating opportunities for other small companies to grow and thrive. Hotels also help fund vital government services through local, state and federal taxes. Hotels are a net benefit to the communities we serve, and as we seek to reignite travel, we look forward to growing together.”

As part of the campaign, the association will organize events nationwide in association with local hoteliers, economic development organizations and community groups, besides television and digital advertising. Currently, hotels are on a hiring spree to recruit more than 100,000 workers for more than 200 hotel career pathways, according to AHLA.

A 2019 analysis by Oxford Economics revealed that hotels generated $186 billion in federal, state and local taxes annually. Guests spent $278 billion per year on transportation, dining, shopping, and other activities at local businesses during their stays, before the pandemic.

It also pointed out that a representative hotel with 100 occupied rooms supported nearly 250 local jobs and generated $18.4 million in guest spending.

In a recent development, the Hospitality Financial and Technology Professionals association politely declined an offer by AHLA to merge the two organizations.