As the new year begins, the American Hotel & Lodging Association (AHLA) is setting the stage for an exciting 2025 with a record-breaking 33 active partnerships. / Credit: AHLA

The American Hotel & Lodging Association (AHLA) will conclude 2024 with an unprecedented 33 active partnerships spanning diverse industries. This milestone reflects AHLA members’ increasing focus on business verticals essential to maintaining competitiveness in the years ahead.

Among the new gold and silver partners are DIRECTV HOSPITALITY, The Coca-Cola Company, Cvent, Jacaruso Enterprises, and LG Electronics USA.

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AHLA also welcomed several associate partners, including Commercial Green Solutions, Foster Garvey, USA Digital, USI, and W.K. Kellogg.

“These partners bring valuable expertise, services, and products to AHLA members,” said Kevin Carey, AHLA’s Chief Operating Officer and Senior Executive Vice President.

“Their contributions will help expand economic opportunities for hoteliers and the wider hospitality industry in 2025 and beyond.”

Diverse benefits for a broad membership base

The partnerships provide AHLA’s 30,000-strong membership with access to services designed to enhance operational efficiency and guest experiences.

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This includes over 80% of franchised hotels and the 16 largest hotel companies in the U.S. AHLA’s network extends to state and local lodging associations, universities, and hospitality students.

DIRECTV HOSPITALITY, a gold partner, will play a key role in supporting major AHLA events such as The Hospitality Show and ForWard, which celebrates women in hospitality.

“We aim to elevate the guest experience by offering scalable entertainment solutions for properties of any size,” said a DIRECTV HOSPITALITY representative.

Silver partner Cvent will serve as the technology sponsor for several AHLA events. By providing event registration, attendee hubs, and onsite badging, Cvent will enhance event execution for attendees and organisers alike.

Looking ahead to 2025

The AHLA’s record partnerships align with broader industry goals of innovation and resilience. By fostering collaboration with companies like The Coca-Cola Company, LG Electronics USA, and Jacaruso Enterprises, AHLA aims to address emerging trends in hospitality and elevate standards across the board.

“This year’s partnerships set the stage for exciting opportunities in 2025,” said Carey. “We are committed to supporting our members as they navigate the evolving hospitality landscape.”

With this strong foundation, AHLA anticipates continued growth and influence in shaping the future of the industry.