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…