Our association, our industry, and our nation are facing an unprecedented crisis due to the rapid spread of COVID-19. Once an ominous illness a continent away from our communities, COVID-19 is now affecting all parts of everyday life. The severity of the virus’s impact on our nation’s health, peace of mind, and economy cannot be understated. However, this is no time to retreat or to accept defeat. Our industry overcame numerous challenges throughout the years, and I am confident that it will emerge stronger on the other side of this crisis.
I want to assure you that our board and AAHOA’s entire team are working around the clock to address the issues hoteliers are now facing in this new reality. It seems like every hour there is a change in the COVID-19 situation. As lawmakers scramble to confront numerous issues, AAHOA is developing resources daily for our hoteliers while advocating our members’ concerns with brands and elected officials. We are gathering all suggestions and all inputs from our volunteers as well as members to address these rapid changes.
AAHOA is doing everything we can to assist America’s hoteliers. I encourage you to consult the resources on www.aahoa.com. There you can find daily webinars, COVID-19 updates, action alerts, messages from AAHOA leadership, and links to public health agencies. Staying up to date is the best way to keep your guests, your employees, and your properties safe.
AAHOA continues to be proactive in working with brand executives to find ways to mitigate the cost and pressures hoteliers are facing as a result of COVID-19. We have already connected with every single brand CEO. In our ongoing conversations with the brands, we’ve requested measures such as waiving royalty fees, pausing brand standards, waiving penalties on guest satisfaction and loyalty enrollments, and reducing OTA fees. Please continue to share your concerns with us. AAHOA Members are speaking, and the brands are listening. Brands are cutting fees and adding additional relief measures. We expect more changes to come as we determine the lasting impact COVID-19 will have on hoteliers across the country. As AAHOA engages brands at the national level, we encourage you to speak with your local brand representative and let them know the issues you are facing at your property.
We are a resilient industry, and moreover, a determined association. We are all in this together, and we will get through this together. My thoughts are with all of you and your families during these trying times.
