Believe it or not, there’s an upside to the COVID pandemic: it’s shown us that nothing is sacrosanct. Businesses that are open to new ways of doing things are the ones that will thrive. Now is the time to rethink hospitality infrastructure, guest experiences, amenities, and administrative structures. Hotel industry expert, podcaster, and author Glenn Haussman will show you how to harness this once-in-a-lifetime opportunity to recreate your property’s entire hospitality experience to better meet the needs of leisure, business, and group travellers, and possibly uncover new categories of travellers altogether.

CBRE Hotels will share their up to date outlook for the Alberta accommodation sector for the remainder of 2021 and a first glimpse at how the sector may move forward in 2022.

They will once again include discussions of factors impacting both top line and financial performance.

Alberta tourism’s future success hinges on accelerated growth in the first three years coming out of the pandemic. It is time to hit the reset button and work together to reignite our industry as we safely welcome back the world. Learn more about Travel Alberta’s Bootstrap Business Plan that will retrench, refresh, and renew Alberta’s visitor economy – and how we’re working with industry across the province to build back stronger than ever. Together, we have a unique opportunity to re-envision our collective approach to tourism in Alberta.

Alana Baker will share Hotel Association of Canada’s advocacy strategy to ensure the recovery of the hotel industry across Canada. In particular, HAC will focus on pressuring the government for an expedited re-opening plan and support to address the labour shortages in the hospitality industry.

In this unprecedented time, what economic drivers can we rely on to support the recovery and growth of the hotel industry? How has the COVID-19 pandemic impacted hotel valuations and transaction activity in Alberta? What is the current risk appetite of lenders for financing hotel acquisitions and new construction? AHLA President & CEO Dave Kaiser will facilitate a panel discussion with leading industry experts to address these questions and to gather deeper insights on asset values and growth prospects for the industry.

Taxation, tourism, liquor, and labour policies have a critical impact on the sustainability and profitability of hotels. 

Paul McLoughlin, CBC radio columnist and principal, Word of Mouth Communications, will share his insights into Alberta’s current government and broader political landscape. With more than 30 years monitoring Alberta politics, Paul will share his perspective on where tourism, hospitality, and hotels fit in the provincial government's agenda and how hotels can ensure their voice is heard.

Paul will provide important context about the provincial government’s priorities, and what hoteliers need to do to influence decision makers as the next election approaches. 

AHLA President & CEO Dave Kaiser will wrap up Ascend with a summary of the major themes presented during the event, and talk about how these will shape the AHLA’s advocacy agenda and program & service offerings going forward. He will also discuss how the AHLA’s property & liability insurance project will help to address the escalating cost of insurance for hotels. Lastly, Dave will highlight the value for members provided through the AHLA Services Corporation’s commercial programs.