Hotel Association of Canada: Comprehensive Market Research Report

Background

Overview

The Hotel Association of Canada (HAC) is the national voice of the Canadian hotel and lodging industry, dedicated to enhancing the prosperity of its members through strong advocacy, member engagement, and the provision of value-added programs and services. Established in 1913, HAC represents a diverse network encompassing hotel companies, resorts, provincial and international lodging associations, industry suppliers, educators, and students.

Mission and Vision

• Mission: To enable the success of the Canadian hotel and lodging industry through trusted, impactful advocacy and strong member programs.

• Vision: The hotel and lodging industry is recognized and respected for its leading contribution to people, communities, the economy, and the planet.

Industry Significance

HAC plays a pivotal role in representing over 8,000 hotels, motels, and resorts, contributing to a $22 billion economic impact and employing over 148,000 individuals across Canada. The association's efforts are crucial in shaping policies, advocating for legislative solutions, and providing resources that support the industry's growth and sustainability.

Key Strategic Focus

Core Objectives

• Advocacy: Representing the hotel industry's interests at federal and provincial levels to influence policies and regulations.

• Member Engagement: Offering programs and services that add value to members, including research, training, and networking opportunities.

• Sustainability: Promoting sustainable practices within the industry to enhance environmental responsibility and operational efficiency.

Areas of Specialization

• Government Relations: Engaging with policymakers to address industry challenges and opportunities.

• Industry Research: Providing data and insights to inform business decisions and strategic planning.

• Workforce Development: Addressing staffing shortages and promoting career opportunities within the hospitality sector.

Key Technologies Utilized

HAC leverages various technologies to support its initiatives, including:

• Data Analytics: To interpret industry trends and inform advocacy efforts.

• Digital Platforms: For member engagement, event management, and communication.

• Sustainability Tools: To promote and track sustainable practices within member establishments.

Primary Markets Targeted

HAC focuses on the Canadian hotel and lodging industry, encompassing:

• Urban Hotels: Catering to business and leisure travelers in metropolitan areas.

• Resort Properties: Serving tourists in vacation destinations across Canada.

• Independent Hotels: Supporting small and medium-sized establishments.

Financials and Funding

Funding History

As a non-profit organization, HAC's funding primarily comes from:

• Membership Fees: Contributions from member hotels, resorts, and associated organizations.

• Event Revenues: Proceeds from conferences, workshops, and networking events.

• Sponsorships and Partnerships: Collaborations with industry stakeholders and service providers.

Recent Funding Rounds

Specific details regarding recent funding rounds are not publicly disclosed.

Notable Investors

As a non-profit entity, HAC does not have traditional investors but is supported by its members and industry partners.

Utilization of Capital

Funds are allocated towards:

• Advocacy Initiatives: Engaging with government bodies to influence policy decisions.

• Member Services: Developing programs and resources that benefit members.

• Operational Expenses: Maintaining the association's infrastructure and staff.

Pipeline Development

As a trade association, HAC does not have a product development pipeline. Instead, it focuses on:

• Policy Advocacy: Addressing legislative and regulatory issues affecting the industry.

• Program Development: Creating initiatives that support member growth and industry advancement.

Technological Platform and Innovation

Proprietary Technologies

HAC utilizes proprietary platforms for:

• Member Management: To streamline communication and service delivery.

• Event Coordination: Facilitating the organization of conferences and workshops.

Significant Scientific Methods

HAC employs data-driven approaches, including:

• Market Analysis: Assessing industry trends to inform strategic decisions.

• Impact Assessment: Evaluating the effectiveness of advocacy efforts and programs.

AI-Driven Capabilities

While specific AI applications are not detailed, HAC likely employs AI tools for:

• Data Analysis: To process large datasets for insights.

• Member Engagement: Personalizing communication and services.

Leadership Team

Executive Leadership

• Beth McMahon: President & CEO

• An award-winning association leader with extensive experience in hospitality and association management.

• Adrienne Foster: Vice-President, Policy and Public Affairs

• Specializes in government relations and policy development within the hospitality sector.

• Cathy Frame: Vice-President, Finance and Operations

• Oversees financial strategy and operational efficiency for HAC.

• Andrea Myers: Senior Director, Corporate Governance

• Manages corporate governance and compliance matters.

• Elizabeth (Smith) Tobin: Director, Communications

• Leads communication strategies and public relations efforts.

• Farhina Balayet: Research & Data Visualization Manager

• Provides data analysis and visualization to support decision-making.

• Maggie Hunter: Accountant

• Manages financial records and reporting.

• Husvini Poolay: Conference & Event Manager

• Coordinates events and conferences to engage members and stakeholders.

Board of Directors

HAC's Board comprises leaders from various sectors of the hotel industry, including:

• Tony Cohen: Chair, Partner & Executive Vice President at Crescent Hotels & Resorts

• Mandy Farmer: Vice-Chair, CEO of Accent Inns | Hotel Zed

• Sara Glenn: Past-Chair, Founder & Managing Director of Whetstone Partners

• Doug Smith: Treasurer, Head of Institutional and Managed Development at Wyndham Hotels & Resorts

• Peter Brown: Director, President of Peter E Brown Capital & Advisory

• Shazma Charania: Director, President of ZS Holdings

• Tracy Douglas-Blowers: Director, President & CEO of Alberta Hotel & Lodging Association

• Melissa French: Director, COO of Silver Hotels Group

• Alnoor Gulamani: Director, CEO of Bayview Group of Companies

• Heather Hamilton: Director, Senior Vice President, Hotels at Pomeroy Lodging

• Paul Hawes: Director, President & CEO of British Columbia Hotels Association

• Doug Hayes: Director, Senior Vice President at Sandman Hotel Group

• Jeff Hyslop: Director, SVP Asset Management & Investments at InnVest Hotels

• Michael Juce: Director, CEO of Manitoba Hotel Association

• Mark Kochhar: Director, Director, Owner Relations at Hilton Hotels

• Heather McCrory: Appointed Director, Principal at Heather J McCrory & Associates

• Laura Pallotta: Director, RVP, Sales and Distribution – Canada Region at Marriott International

• Carey Power: Director, General Manager of Hotel Halifax at SilverBirch Hotels & Resorts

• Mark Reeves: Director, RVP Franchise Performance Support at IHG Hotels & Resorts

• Olivier Rochefort: Director, Vice President, Operations at Atlific Hotels

• Kevin Toth: