The Alberta Hotel Association: A Century of Advocacy and Collaboration

The Formation of the Alberta Hotel Association

The Alberta Hotel Association (AHA) was established in 1919 with the primary objective of addressing various challenges faced by the hotel industry in the province. At the time of its inception, the AHA sought to influence the government on matters related to prohibition, counter criticisms from organizations such as the Women’s Christian Temperance Union, and improve the public image of hotels within the community.

Furthermore, the AHA aimed to reduce rivalry within the hotel industry, lobby municipal governments on local taxation matters, establish common policies regarding staffing, training, work hours, security, and cheque cashing, and organize a unified front to address concerns raised by the Bartenders’ Union.

AHLA: Continuing the Legacy

Fast forward one hundred years, and the AHA has evolved into the Alberta Hotel and Lodging Association (AHLA), representing approximately 720 hotels, motels, and inns across Alberta. Throughout its century-long existence, the AHLA has continued to work diligently to address the same issues that were of concern to its founding members.

Influencing Government Policies

One of the primary roles of the AHLA is to advocate for the interests of the hotel industry in Alberta. This includes influencing government policies on matters such as liquor regulations, taxation, and licensing. By actively engaging with policymakers and providing expert insights, the AHLA ensures that the voices of its members are heard and their concerns are taken into consideration.

Enhancing Public Perception

The AHLA recognizes the importance of maintaining a positive public image for the hotel industry. Through various initiatives, the association works towards promoting the value and contributions of hotels to the local communities. This includes highlighting the economic benefits, job creation, and tourism opportunities that hotels bring to Alberta.

Collaboration and Networking

Reducing rivalry within the hotel industry remains a priority for the AHLA. By fostering an environment of collaboration and networking, the association encourages its members to share best practices, exchange ideas, and work together towards common goals. This not only benefits individual hotels but also strengthens the overall competitiveness of the industry in the province.

Addressing Labor Concerns

Staffing, training, work hours, and security are critical aspects of running a successful hotel. The AHLA recognizes the importance of establishing common policies and standards in these areas to ensure the well-being of both hotel employees and guests. By providing resources, training programs, and guidelines, the association supports its members in maintaining high standards of service and professionalism.

Engaging with Unions

The AHLA continues to maintain open lines of communication with unions, including the Bartenders’ Union. By actively engaging in constructive dialogue, the association seeks to address any concerns raised by unions and work towards mutually beneficial solutions. This collaborative approach helps to foster positive labor relations within the hotel industry.

The AHLA’s annual Labour Market & Wage Survey

The Alberta Hotel & Lodging Association (AHLA) conducts an annual Labour Market & Wage Survey, which is instrumental in gathering detailed information about labour market trends, including staffing levels, turnover rates, and recruitment challenges, within the hospitality sector.

This survey is crucial not only for AHLA's advocacy efforts but also for helping its members in the accommodation industry with wage benchmarking, thereby ensuring they remain competitive in attracting and retaining talent. By providing comprehensive data on wage and salary rates across various positions, the survey enables AHLA members to accurately budget for labour costs, a significant operational expense in the hospitality industry. The AHLA leverages this data to advocate on behalf of its members' interests effectively, lobbying for policies that support the hospitality sector.

In addition, the survey results equip members with critical insights to make informed decisions regarding compensation, hiring, and human resources strategies. It also offers a lens into broader industry trends, such as shifts in employment patterns and emerging roles, which is particularly beneficial for small and medium-sized enterprises that might not have extensive market data access.

The survey is conducted through questionnaires distributed to AHLA members, covering a range of industry positions and roles, with participation often encouraged through incentives like exclusive access to the survey results. Overall, the AHLA’s annual Labour Market & Wage Survey serves as a key resource for understanding the labour and wage landscape in Alberta's accommodation industry, aiding in effective advocacy, strategic planning, and maintaining competitiveness.

Alberta Accommodation Outlook

The Alberta Hotel & Lodging Association (AHLA), in collaboration with CBRE (Commercial Real Estate Services Canada), produces a report known as the "Alberta Accommodation Outlook." This report is a crucial resource for stakeholders in the hospitality and accommodation sector, offering a comprehensive analysis of the industry's current state and future trends. Here's a deeper look into the various aspects covered in the report:

Supply and Demand Trends

Occupancy Rates: The report typically includes data on current occupancy rates in Alberta's hotels and lodgings, providing insights into the demand for accommodations.

Seasonal Variations: It may analyze how different times of the year affect accommodation demand, helping businesses plan for peak and off-peak seasons.

Market Segmentation: The report might break down demand by market segments, such as business travelers, tourists, and event-based clientele.

Development Trends

New Projects: This includes information on new hotel and lodging developments in Alberta, giving an idea of how the accommodation landscape is evolving.

Renovation and Upgrading Trends: The report might also cover trends in renovations and upgrades, indicating the industry's direction regarding modernization and service enhancement.

Impact of Economic Factors: Analysis of how economic conditions are influencing development activities in the sector.

Opportunities, Issues, and Risks

Emerging Market Opportunities: Identification of new market opportunities, such as untapped geographical areas or demographic segments.

Regulatory Changes: Discussion on how regulatory changes might impact the industry, offering insights into compliance and adaptation strategies.

Risk Analysis: Assessment of potential risks, such as economic downturns, changing consumer preferences, or increased competition.

Investments

Investment Trends: Analysis of the types and sources of investments flowing into Alberta's accommodation sector.

ROI Analysis: Information on return on investment for various types of accommodation properties, aiding investment decisions.

Capitalization Rates: Data on capitalization rates in the industry, which can be crucial for investors and developers.

How It's Used

Business Planning and Strategy: Hoteliers, investors, and developers use this report to inform their business strategies and investment decisions.

Benchmarking: Accommodation businesses can benchmark their performance against broader industry trends.

Policy Making and Advocacy: Policymakers and industry associations use the data for informed decision-making and advocacy efforts.

The Future of AHLA

As the hotel industry in Alberta continues to evolve, the AHLA remains committed to advocating for the interests of its members. The association recognizes the need to adapt to changing market dynamics, emerging trends, and evolving consumer preferences.

In the coming years, the AHLA will focus on supporting sustainable practices within the hotel industry, promoting innovation and technology adoption, and addressing new challenges such as the rise of online platforms and sharing economy accommodations.

Through its continued efforts, the AHLA will ensure that the Alberta hotel industry remains vibrant, competitive, and responsive to the needs of its members and the communities they serve.

For more information about the AHLA and its initiatives, please visit www.ahla.ca.