The power of AAHOA’s advocacy and the need for member involvement
In his 1963 speech, Martin Luther King, Jr. said, “There is power in unity, and there is power in numbers.” There are numerous examples from our world’s history of diverse communities coming together to support and fight for a cause they believe in. This type of advocacy is strong even today and prevalent within AAHOA.
With more than 20,000 hoteliers who regularly support one another in professional development and other interests, Today’s Hotelier magazine interviewed two team members involved at the grassroots level working to bring change not only for hotel owners but for the entire hospitality industry.
“Our members are business owners,” said AAHOA Senior Director of Government Affairs, Daniel New. “All our priorities center on assisting our members to increase their capital, save them capital, and/or protect their investment.”
Many AAHOA Members have seen the advocacy work thus far come to fruition. An example of this is the successful amended language that would provide hoteliers with clearer guidelines on what a guest/innkeeper relationship turns into a landlord/tenant relationship. AAHOA partnered with the New Jersey Restaurant & Hospitality Association to benefit hoteliers with legal clarity, operational efficiency, risk mitigation, and more. “We look forward to working with all interested parties on this issue in hopes of having this become law,” New said.
REACHING ACROSS THE POLITICAL SPECTRUM
Although AAHOA advocacy has countless success stories, there’s no shortage of hurdles ahead. “Educating elected officials about our members is one of our largest challenges,” New explained. “Many elected officials have never operated a hotel. We’re working to make sure elected officials know that our members are the example of the American Dream.”
One way to address these, and other, challenges is by working with politicians from across the political spectrum. “AAHOA continues to build out its relationships with elected officials interested in being pro-AAHOA and actively supporting AAHOA’s initiatives,” said Neal A. Patel, managing partner of Patel Partners, a DC-based lobbying firm that represents AAHOA. “We welcome those voices to partner with AAHOA.”
New continued to share a huge multieffort bi-partisan win in Georgia. The passage of commercial property-assessed clean energy space passed overwhelmingly with support from both sides of the political lines allowing members to save capital for improvements they must make or want to make to ensure guests have the best experience at their hotels.
ENGAGING WITH POLICYMAKERS
AAHOA takes a strategic approach to engaging with policymakers and legislators across the political spectrum. Because of AAHOA’s level of sophistication, it can approach the issue from multiple angles, including direct contact with policymakers and legislators, annual fly-ins, hosting Town Halls, email action alerts, and more.
AAHOA Members also partake in Back-of-the-House Tours of their properties where they invite members of Congress to come and tour hotels.
It’s essential to take a multi-pronged approach when engaging with policymakers to make a lasting impact. In the first quarter of 2024, AAHOA shined a light on the Federal Trade Commission to closely watch the proposed Choice-Wyndham merger. “AAHOA sounded the alarm on this merger,” Patel said, “and provided invaluable data to senators and the FTC as to the repercussions of the merger.” This type of quick action and communication is essential and AAHOA is able to mobilize to make a positive impact on the industry.
THE ROLE OF INDEPENDENT HOTELIERS
“AAHOA’s foundation and legacy is built on the role small and independent hotel owners have played,” Patel said. That’s why the advocacy efforts are constantly fighting for independent hoteliers as well on key issues like access to capital and lowering credit card swipe fees, which are important to small and independent hotels.
Many of the leadership within AAHOA – such as chairs past, present, and future – trace their success back to being small or independent hoteliers. These hoteliers often are embedded in their local communities, and their involvement in advocacy can provide powerful grassroots support. The stories and experiences they share resonate with lawmakers and emphasize the real-world impact of policy decisions.
A MEMORABLE WIN
When asked to share a memorable experience in relation to AAHOA’s advocacy efforts, New was quick to share an experience from Augusta, GA. “There has been an issue with hoteliers not receiving support from local law enforcement in the removal of guests who haven’t paid,” he explained. “After multiple meetings and testimony, the commissioners were prepared and looking for a way to help our hoteliers. The sheriff’s office issued a policy stating their office would assist.”
The gratitude from the AAHOA Members poured in. Shedding light on this issue and receiving positive feedback from local officials was a big win that New is proud and grateful for today allowing for a positive impact for all hoteliers.
“These accomplishments are only the start of much greater things to come,” says New.
WHAT YOU NEED TO KNOW (AND DO) RIGHT NOW
Things in the hospitality industry and the political landscape of our country are constantly moving. On a state level (which typically moves quicker than the federal level), there are always a variety of policy changes that members need to be aware of. Things like:
- Minimum wage increases in California
- Human trafficking prevention for hotel and vacation rentals in North Carolina
- Access to commercial property-assessed clean energy in Georgia
All these issues should be top-of-mind for hoteliers as they could save business owners millions of dollars.
AAHOA’s advocacy efforts and impact are continuously growing and involvement from members goes a long way. The increased engagement in instances like volunteering to host Back-of-the-House Tours, answering action alerts and sending letters to elected officials, and attending fly-ins have all yielded positive results. “Our members are being sought to serve on boards, committees, and task forces because of their knowledge and expertise,” New said. “This shows our members’ voices are being heard and listened to.”
The AAHOA PAC is another key part of the industry’s support system. It stands as a public show of support to those who are willing to listen and be a voice for the industry allowing members to educate and voice opinions on issues in open forums.
“The AAHOA PAC has been rejuvenated,” Patel said. “It’s a strong tool to ensure elected officials see the commitment level AAHOA Members have to advocacy and the organization itself.”
THE EFFORTS CONTINUE
The advocacy efforts set forth by AAHOA will continue to focus on issues that directly affect the members. “Our members are a driving force,” New said, “Through our Officers, Board of Directors, and general communications from our membership, we review what issues could have the largest impact on our members’ bottom lines and their ability to conduct day-to-day operations.”
The active engagement and support of hoteliers is an invaluable contribution that strengthens AAHOA’s position and allows the voices of hoteliers to be heard.
