AS PRESIDENT and CEO of the Latino Hotel Association since 2015, Lynette Montoya draws on more than 25 years in hospitality to empower Latino entrepreneurs. Her mission: providing resources, education, training, and networking opportunities that build wealth through hotel ownership and investment.
Lynette's journey began with the values instilled by her immigrant parents. "My parents always believed in the power of education and determination. They taught me that anything is possible with the right mindset," she recalls to the Women of Color Power List 2025. This foundation shaped her remarkable career trajectory.
When Lynette founded the Hispanic Chamber of Commerce in Santa Fe, NM, serving as its founding executive director, she gained crucial insights into the challenges facing Latino business owners. Her subsequent experience as a broker for properties across the U.S. deepened her industry expertise.
"Starting the Hispanic Chamber of Commerce was a pivotal moment for me," she says. "It allowed me to connect with many driven and talented individuals, and it reinforced my belief in the power of community and collaboration."
Navigating a predominantly male industry, Lynette frequently found herself the only woman or person of color in the room. Breaking barriers became a constant in her professional life. As director of economic development, she played a key role in developing Santa Fe's new convention center despite initial resistance. Her persistence ultimately proved vital to the project's success.
"There were times when I felt like an outsider," she admits. "But those experiences only strengthened my resolve to push forward and make a difference."
At the Latino Hotel Association, Lynette's leadership has transformed countless Latino entrepreneurs' lives. The association equips members with essential tools for success, enabling many to transition from employees to owners.
"Seeing our members succeed and achieve their dreams of hotel ownership is incredibly rewarding," she says. "It proves that with the right support and resources, we can break down barriers and create opportunities."
Lynette actively champions women and Latinos in hospitality through mentorship programs including Wyndham's Women Own the Room, AAHOA's HerOwnership, and G6 Hospitality's Light Her Way.
"Mentorship is crucial," she emphasizes. "I believe in sharing knowledge and providing guidance to help others navigate their paths to success."
She adds, "Programs like these are essential because they address the unique challenges faced by women and minorities in our industry. They provide a platform for growth and empowerment."
One of Lynette's standout achievements was her role in the brokerage and development of $300 million in hospitality mixed-use investment properties – showcasing both her expertise and the potential for Latinos in the industry.
Her work with Architecture 2030, a non-profit addressing climate change through design, underscores her commitment to sustainability. "Sustainability is not just a buzzword," she insists. "It's a responsibility we all share. Our industry must lead by example in adopting eco-friendly practices."
Beyond her professional achievements, Lynette volunteers extensively with charities serving the homeless, women in distress, and other vulnerable populations. "Early struggles shaped my growth. They taught me resilience and the importance of community support," she reflects. "Volunteering keeps me grounded. It reminds me of the importance of compassion and the impact we can have on others' lives."
Looking forward, Lynette harbors ambitious goals for the Latino Hotel Association. "My future goal is to have as many Latino hotel owners as there are AAHOA owners," she declares, referencing the Asian American Hotel Owners Association as a model for success. "Latinos have a strong entrepreneurial spirit," Lynette explains. "Our job is to ensure they have the knowledge and resources to succeed in hotel ownership."
On achieving equality in hospitality, Lynette believes it's possible but requires unwavering commitment. "We'll recognize it when diversity and inclusion are no longer goals but standard practices," she asserts. "It's about creating an environment where everyone feels valued and has equal opportunities to succeed."
Her advice to aspiring young Latinas is direct: "Study business and learn about the hotel investment side of our industry." She urges them to explore diverse aspects of hospitality, from operations to investment. "Understanding the whole gamut of the industry is crucial," she advises. "You can be an owner. Organizations like 'She Has a Deal' offer opportunities to learn the step-by-step process of hotel ownership."
Lynette's leadership philosophy centers on empowerment. "I believe in hiring the best people and supporting them to achieve their best," she says. This approach has cultivated excellence throughout her career. "Leadership is not about being the best," she explains. "It's about bringing out the best in others and creating an environment where everyone can thrive."
As a transformative figure in hospitality, Lynette's evolution from advocate to industry leader inspires many. Her dedication to diversity, inclusion, and community support is reshaping the future for Latinos in hospitality.
"I'm proud of what we've accomplished, but there's still so much more to do," she says. "I look forward to continuing this journey and making a lasting impact."
