AH&LA New Membership Model
and Strategic Plan Overview
The NEW AH&LA:
Engaging for Impact
• Eight sample lines were tested
• Highest favorability was for our new tag:
Advocate * Communicate * Educate
New Association Tag-line
• Retain outside firm to collaborate with AH&LA on specialized marketing materials
• Already prepared in-house:
Toolkits (corporate; PSA; owners) Individual sales pieces ROI piece for brands Advertising in trade and chain publications
Marketing Materials
• Discover: Interviews with staff and members - 2 weeks
• Define: Refine, review, approve takeaways - 3 weeks
• Design: Develop 4-5 concepts - 3 weeks
• Deliver: Finalize artwork, files - 2 weeks
• GOAL – New Logo in January 2014
Logo Plan
… across all industry segments.
Collaboration…
• Provide focused advocacy on core lodging issues• Be the voice of the industry; advance industry
narrative• Promote strong educational content in all meetings,
events, compliance tools, products• Expand and engage AH&LA membership
Emphasize industry values: “Service is our culture!”
2014 Strategic Plan
Advocate
Goal: Provide focused, effective advocacy on industry priorities
• Workforce • Finance and Technology • Government Travel/Tourism• Substantial PAC growth and enhanced grassroots• Key vote scorecard
2014 Draft Strategic Plan
Communicate
Goal: Be THE voice of the hotel and lodging sector
• Promote industry narrative • Increase lodging sector visibility• Develop easy-to-use engagement tools• Timely communication• Rapid-response, crisis communications tools
2014 Draft Strategic Plan
Communicate
Goal: Be THE voice of the hotel and lodging sector
• Assess current communications tools and newsletters
• Revamp AH&LA Website• Update and expand industry economic profile
2014 Draft Strategic Plan
Educate
Goal: Give hoteliers the tools to grow and succeed
• AH&LA, EI, Foundation collaboration• Assess current committee structure• Provide timely information and resources on
priority policy issues
2014 Draft Strategic Plan
Educate
Goal: Give hoteliers the tools to grow and succeed
• Compliance tools (health care law)• Timely information and policy briefs• Joint meetings with association partners• Stronger conferences and events to meet
members’ needs• Evaluate and revamp AH&LA Committees
2014 Draft Strategic Plan
Membership
Goal: Expand and Engage AH&LA membership • Achieve 50% of franchise properties in membership• Outreach to top 100 brands, owners/REITS, management
companies• Grow number of member state associations • Transfer of membership data and dues between brands and
AH&LA• Develop tools to increase independent members• Demonstrate clear ROI to all AH&LA members
2014 Strategic Plan
All efforts targeted to increasing the industry’s voice and
demonstrating its importance.
Why?
Without strong member involvement government policies could lead to…
But with a unified industry, we can protect this…