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…