ASSOCIATION PROFILE: Alberta Hotel & Lodging Association (AHLA)


Q: Which associations were brought under the AHLA umbrella?
Over the past 5 years, the AHLA has experienced major growth through the amalgamation and acquisition of the following entities:
2003 - Amalgamated with the Motel Association of Alberta 
(250 members)
2004 - Amalgamated with the Alberta Resort and Campground Association
(40 members)
2005 - Amalgamated with Alberta Tourism Education Council 
(ATEC)
2005 - Purchased Alberta Attractions 
(Marketing Consortium of Attraction Operators)
2006 - Rejected full amalgamation with the Alberta Restaurant and
Foodservices Association but allowed restaurant operators to join 
AHLA as Associate Members

Q: How has the merger of many tourism associations helped to build the AHLA?
Our growth through amalgamations and acquisitions has strengthened our voice with government and positioned us as the leading industry association representing Alberta’s tourism and hospitality industry. The growth has also provided us with greater critical mass and volume to develop more competitive member value programs i.e. aggregate purchase programs for electrical energy, natural gas, insurance, telecom products and services, etc. The addition of ATEC has allowed us to strengthen our Human Resource Development Pillar with additional services and resources to deal with the labour challenge.

Q: What is the biggest challenge facing the Alberta lodging industry, and what is the AHLA doing to overcome it?
Recruitment and retention of staff is the biggest challenge - without a doubt.
Through our HR Pillar we offer a wide range of programs and services to help our members address this challenge including:
• A comprehensive health benefit plan and RRSP program for staff
• Training and education programs such as the Emerit occupational 
training and certification and Service Best
• Scholarship funding that supports staff training and education
• Temporary Foreign Worker (TFW) programs including the
development of our TFW Toolkit that guides operators through the
steps required to successfully apply for TFWs and sponsorship through
Alberta’s Provincial Nominee program
• The AHLA Annual Wage Survey designed to assist members with
their budgeting, and through cooperation with Service Canada,
establish prevailing wage rates for TFW applications
• Through our partnership with the Alberta Hotel Safety Association,
access resources and training that will help operators develop a certified 
health and safety program designed to reduce accidents and injuries 
in the workplace
Perhaps most important of all will be our new Employer of Choice program, which includes a comprehensive online audit of a property’s HR management practices across the 7 functional areas of human resource management. This program is the cornerstone of our strategy and we plan to launch it prior to our convention in April.

Q: What are the main issues that the association is working on?
Our major issue will be to ensure the government follows through on its commitment to create a new legislated corporate model for Travel Alberta. We have been advocating for this structure since the transition of the 5% hotel tax to the 4% tourism levy. Our challenge will be to see that the momentum is maintained on this issue following the provincial election. 
As mentioned, our Employer of Choice program is a major priority and we continue to work with Service Canada to clarify prevailing wage rates for TFW applications. 

Q: What factors are impacting hotel occupancies?
Our province stills leads the country with regards to hotel occupancy. However, we are seeing regional weaknesses due to a major slowdown in conventional oil and gas drilling activity. Based on the most recent statistics to November 2007, overnight international visits to Alberta were up 9.3% year-over-year compared to -1.3% for Canada as a whole.