HAC Year in Review 2024

YEAR IN REVIEW

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Our Mission The Hotel Association of Canada advocates for the growth, sustainability, and success of Canada’s hotel industry by representing its members on critical issues, driving innovation, and delivering value.

Our Vision

To be the leading voice for Canada’s hotel industry, fostering a sustainable and thriving future for all members.

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WHAT’S INSIDE

A LETTER FROM THE PRESIDENT & CEO

ADVOCACY: DRIVING INDUSTRY SUCCESS

MEMBERSHIP & COMMUNITY ENGAGEMENT

ADVANCING SUSTAINABILITY: GREEN KEY GLOBAL

GUIDING OUR MISSION: HAC LEADERSHIP

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HOTELASSOCIATION.CA

A LETTER FROM THE PRESIDENT & CEO

Dear Members,

Looking ahead to a federal election, we've been focusing on gathering insights from hotel owners, brand leaders, and management companies to help shape our recommendations to Canada’s next government. For 2025, our mission is clear: to drive impactful change through data-driven advocacy and cutting-edge programs that empower your businesses. I am immensely thankful for your unwavering support and active participation.

Reflecting on 2024, I am proud of the progress we have made in shaping Canada's hotel industry. Since joining HAC in September, I've seen the dedication that has driven our success during a year of change and growth amid workforce shortages, policy changes, and economic uncertainties. HAC has supported members with a revitalized national conference, improved short-term rental regulations, new investments in business events, and launch of the #HotelWorkLife campaign. Our partnerships are stronger, and our industry's voice is more prominent. Moving forward, we will focus on helping hotels thrive, promoting sustainable practices through Green Key Global, and strengthening our member community.

Beth McMahon, MES PRESIDENT & CEO Hotel Association of Canada

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HAC Values

Sustainability We are leaders on environmental stewardship within the hotel industry.

Innovation We promote forward- thinking solutions that meet the needs of today and tomorrow.

Advocacy We champion policies that support a strong and sustainable hotel industry.

Collaboration We foster a sense of community among our members and partners.

Excellence We are committed to the highest standards in all aspects of our work.

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ADVOCACY: DRIVING INDUSTRY SUCCESS

HAC led impactful advocacy for Canada’s hotel industry, focusing on sustainable growth, workforce needs, and fair competition. Through strong engagement with policymakers and stakeholders, we championed policies that build a thriving, competitive future for Canadian hoteliers.

ADVOCACY: DRIVING INDUSTRY PROGRESS

Advancing Fairness: HAC’s Advocacy on Short -Term Rentals

HAC prioritized action on short-term rental regulations to address housing challenges and ensure fair competition for the hotel industry. Key achievements included: Short-Term Rental Enforcement Fund $50M: HAC established a fund to help municipalities enforce regulations and target illegal operators, supporting fair competition, and protecting communities. Supporting Provincial STR Wins: HAC supported the British Columbia Hotel Association (BCHA) and the Ontario Restaurant, Hotel and Motel Association (ORHMA), as they advanced landmark short-term rental frameworks in their provinces.

Nanos Research Public Opinion Study: HAC commissioned a national study that confirmed growing public concern about the impact of short-term rentals on housing availability and affordability. These findings strengthened our advocacy and informed discussions with policymakers.

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ADVOCACY: DRIVING INDUSTRY PROGRESS

The Fall Economic Statement added $10 million to the International Convention Attraction Fund (ICAF), which will help Destination Canada attract more business events and drive high-yield travellers to Canadian hotels. This top-up was a key ask during our Fall Advocacy season and builds on the original $50 million fund HAC helped secure in Budget 2023. Supporting Business Events: Expansion of the International Convention Attraction Fund (ICAF)

ICAF Success to Date:

Successful Bids 21

Direct Economic Impact $122M

Federal Tax Revenue $8.5M

51,000

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Delegates

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Short-term Rental Enforcement Fund Win In a global first, the Government of Canada launched $50 million STR enforcement fund after sustained advocacy pressure from HAC. The fund will help municipalities crack down on illegal commercial short-term rentals.

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ADVOCACY: DRIVING INDUSTRY PROGRESS

Hill Day 2024: Advocating for a Stronger Hotel Industry

HAC's 2024 Parliament Hill Day brought together over 25 industry leaders for two days to advocate for Canada's hotel sector. Delegates began with a development session, where they were briefed on policy priorities, and trained in effective lobbying strategies. Renowned pollster Nik Nanos provided an update on the latest polling data and its implications for the hotel industry. With more than 40 meetings, they addressed workforce shortages, the housing crisis, and short-term rental regulations. These discussions are essential for developing policies that will support the future of the industry, and ensure hotels remain vital to Canada's economy and communities.

WATCH >

Days of Influence 2

Industry Leaders 27

Meetings with Parliamentarians 40+

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ADVOCACY: DRIVING INDUSTRY PROGRESS

Advocacy in Action Canada’s Parliamentary Tourism Caucus

In September, we held productive discussions with key members of the Parliamentary Tourism Caucus about workforce recovery, short- term rentals, tackling fraudulent bookings, and the future growth of our sector. These conversations are crucial for shaping policies that enhance our industry's resilience and competitiveness.

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ADVOCACY: DRIVING INDUSTRY PROGRESS

Estimated Fraudulent Bookings 3.8 M Of members impacted by booking fraud 84%

Combating Booking Fraud HAC published a comprehensive report highlighting the growing issue of fraudulent hotel bookings and its impact on the Canadian hotel industry. HAC surveyed its members and found that 84% had been impacted by booking fraud this year, resulting in an estimated 3.8 million fraudulent bookings

without the intent to stay. This exploitation not only impacts hotels financially but also poses a risk to the integrity of Canada’s immigration system. HAC is working with government officials to implement recommendations from the report that would protect the hotel industry from financial losses and uphold the integrity of Canada’s immigration system.

between January and August, and projected revenue losses of $462 million to $603 million. The report also uncovered that many of these fraudulent bookings are linked to visitor visa applications, where applicants or unscrupulous immigration consultants use fake credit cards to make long-term reservations

Projected Revenue Losses ~ $500M

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ADVOCACY: DRIVING INDUSTRY PROGRESS

THOUGHT LEADERSHIP

INDUSTRY ACTION

ADVOCACY

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ADVOCACY: DRIVING INDUSTRY PROGRESS

At this year’s HAC Conference, delegates participated in a half- day, hands-on AI workshop led by Deloitte Greenhouse, exploring how emerging technologies can streamline hotel operations and enhance guest experiences. From optimizing staff scheduling to delivering personalized services, the session highlighted practical

applications of AI to keep the industry competitive. This workshop is a key part of HAC’s Workforce Growth Strategy , focusing on innovation and adaptability to ensure the industry is ready for the future. HAC was also proud to host the launch of Destination Canada’s Data Collective at this session.

Unlocking the Future: AI in Hospitality

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ADVOCACY: DRIVING INDUSTRY PROGRESS

The #HotelWorkLife Campaign: Showcasing Real Stories from Industry #HOTEL WORK LIFE

Now, the #HotelWorkLife campaign builds on that momentum with an organic campaign that invites the viewers behind-the-scenes with hotel workers who love their jobs. This campaign is designed to celebrate the variety of careers within our industry, and to inspire the next generation of hospitality professionals. We invite your team to participate and help amplify these stories across social media and beyond.

The #HotelWorkLife campaign is a nationwide initiative showcasing the incredible stories of hotel employees across Canada. This campaign builds on the success of our earlier career campaigns to highlight the incredible stories within our industry. In Phase 1, we launched a paid campaign targeted at youth between 18 and 24, featuring young workers who shared why they love the hotel industry that reached 7 million views.

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MEMBER TOOLKIT >

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Hospitality is a blessing to my life.

I found my home in hospitality.

Gio Cruz Food and Beverage The Algonquin Resort St. Andrews by-the-Sea

Maggie Sin Reservations & Marketing Blackcomb Springs

Working in a hotel allows me to balance work and wellness.

Hospitality is human connection.

Jodi McLean Content Marketing Manager Fairmont Chateau Lake Louise

Elena Zeitoun Front Desk Supervisor Le Saint-Sulpice Hotel Montreal

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ADVOCACY: DRIVING INDUSTRY PROGRESS

Navigating Immigration Changes Member Webinar Featuring Practical Advice for Hoteliers

HAC hosted an impactful webinar for over 175 industry members titled Navigating Immigration Changes: Understanding Government Policy Changes and What They Mean For You . This session provided attendees with practical information and advice, focusing on updates to immigration policies and the Temporary Foreign Worker (TFW) Program, both of which play a vital role in supporting Canada’s hotel industry. Panelists: • Adrienne Foster, Vice-President of Policy & Public Affairs, HAC • Diana Palmerin-Velasco, Senior Director, Future of Work, Canadian Chamber of Commerce • Daniel Hirschkorn, Regulated Canadian Immigration Consultant and Director at SIECSI

VIEW IN MEMBER PORTAL >

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MEMBERSHIP & COMMUNITY ENGAGEMENT

HAC is committed to fostering a vibrant community by delivering value to members through enhanced services, key industry events, and strong partnerships.

MEMBERSHIP & COMMUNITY ENGAGEMENT

Increased engagement through new digital assets • Instant access to policy resources, best practice toolkits, and industry reports.

• An interactive dashboard showcasing real-time updates on events, insights, and advocacy efforts.

• Enhanced networking capabilities for members to connect and share expertise.

The improved website reflects HAC’s commitment to delivering a seamless user experience, helping members stay informed and engaged with the latest developments in Canada’s hotel industry.

Social Media

Website

Social Impressions 330,000

Social Engagements 8,200

New Followers 4,000

Website Views 22,000

Website Engagements 17,000

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MEMBERSHIP & COMMUNITY ENGAGEMENT

Completely Reimagined: The 2024 HAC Conference Celebrating Industry Talent, Collaboration, and Innovation

The 2024 HAC Conference brought together hoteliers and industry leaders from across Canada to connect, strategize, and shape the future of our resilient industry.

With workshops, guided discussions and fresh takes on old formats, the conference was a powerful reflection of the strength, innovation, and collaboration that define Canada's hotel sector.

Days 2

Exhibitors 47

Delegates 320

Sold Out 97%

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MEMBERSHIP & COMMUNITY ENGAGEMENT

Delivering Insights and Value Through Webinars and Signature Events With a focus on workforce development, market trends, and sustainable practices, HAC’s webinars and events help members stay competitive and adaptable in today’s fast - changing landscape. HAC’s virtual sessions equip members with the insights and tools needed to address industry challenges head-on.

Talent Talks , HAC’s signature workforce-focused series, featured in-depth discussions on recruitment strategies and employee engagement.

Propel Webinar Series , presented to HAC members by Tourism HR Canada, explored workforce development strategies, offering practical tools for recruiting and retaining talent.

CBRE Webinars provided comprehensive updates on industry trends and industry forecasts, helping members stay ahead of market changes.

Premier Partner Webinars provided members with valuable insights and practical strategies for navigating industry challenges.

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National Tourism Sector Associations Advisory Committee

SPHERE OF INFLUENCE

Board Member

Tourism HR Canada

Prioritization Lab – Canada’s Tourism Competitiveness

Research Advisory Council

Destination Canada

Public and Policy Support Taskforce Member

World Alliance of Hospitality Advocates (WAHA)

Launch Partner – DC Data Collective

Member

Global ReformBnB

Member

Co-chair, TFWP Hotel, Restaurant and Tourism Industries Working Group

Dept. of Employment & Skills Development Canada

Panelist

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MEMBERSHIP & COMMUNITY ENGAGEMENT

Amplifying Industry Voices HAC has built a strong national presence through conference speaking engagements and industry events. Key members of the team represented HAC at critical forums, offering thought leadership and industry insights. • Beth McMahon, President & CEO , delivered impactful talks at the Western Canadian Lodging Conference , the Tourism Industry Association of Canada event, and a Manitoba Hotel Association virtual session. • Beth McMahon further extended HAC’s international footprint by representing Canada at the World Alliance of Hospitality Advocates , as well as attending HTNG Connect and the Hospitality Conference in Manchester, building global visibility and fostering partnerships. • Adrienne Foster, Vice President, Policy & Public Affairs , represented HAC at the ASCEND Conference , participated in panels at the Tourism HR Canada Labour Forum , and engaged with key stakeholders at the Global Business Travel Association Canada event. • Adrienne Foster spoke at the British Columbia Hotel Associations Summit in Whistler and joined an advocacy townhall, moderated by Kafia Yusuf , Manager, Policy & Stakeholder Relations, to discuss opportunities for new Canadians, Canada’s labour shortage, and enforcement funds for short -term rental regulations. • Kafia Yusuf participated in an international panel at Global ReformBnB ‘s general assembly in Medellin, Colombia, to share Canadian best practices in the regulation of short-term rentals. • Kafia Yusuf fostered connections at the Indigenous Tourism Association of Canada conference and the Ontario Restaurant, Hotel, and Motel Association events.

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ADVANCING SUSTAINABILITY: GREEN KEY GLOBAL

Sustainability is a growing priority in Canada, driven by government policy and consumer demand for eco-friendly options. Travellers and corporate partners now seek accommodations that align with sustainable practices. Green Key Global is essential for hotels to stay compliant, competitive, and future-ready.

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ADVANCING SUSTAINABILITY: GREEN KEY GLOBAL

Expanding Green Key Global Through a Joint Venture

The Hotel Association of Canada (HAC) and the American Hotel & Lodging Association (AHLA) marked a significant milestone in their shared commitment to sustainability with the creation of a joint venture to expand Green Key Global across Canada and the United States. This partnership combines HAC’s longstanding history and commitment to sustainability programming with AHLA’s reach and influence in the U.S. market, ensuring Green Key Global can deliver impactful environmental solutions to more hotels and lodging properties than ever before.

With a focus on driving measurable outcomes, the joint venture positions Green Key Global as the leading environmental certification program for the hospitality sector across North America, advancing the industry’s collective commitment to a greener future. Through this collaboration, Green Key Global continues to empower hotels to implement eco-friendly practices, reduce their environmental footprints, and demonstrate leadership in sustainability.

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ADVANCING SUSTAINABILITY: GREEN KEY GLOBAL

The Green Key Global program provides hotels with a framework

to enhance operational sustainability, offering:

Comprehensive environmental standards across energy, waste, water, and indoor air quality management. Tools for measuring progress toward environmental goals and accessing best practices. Access to marketing resources that promote certified hotels to eco-conscious travellers, ensuring members gain visibility in the growing market for sustainable tourism.

This certification program not only benefits the environment but also positions Canadian hotels to meet the increasing demand for eco- friendly accommodations.

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ADVANCING SUSTAINABILITY: GREEN KEY GLOBAL

GREEN KEY GLOBAL: 2024 IN REVIEW

Membership 5-Key Ratings Partnerships New Vendors Trees Planted +53% +56% 15 15 10,839

New member increase for 2024

Increase in 5-key ratings

Industry partnerships

New sustainable vendors vetted

Trees planted in 2024

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GUIDING OUR MISSION: HAC LEADERSHIP

The strength of the Hotel Association of Canada lies in the vision and dedication of its leadership. Our Board of Directors and committed team work together to shape the future of Canada’s hotel industry.

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2024-25 BOARD OF DIRECTORS

Tony Cohen Chair Crescent Hotels & Resorts Partner & Executive Vice President

Mandy Farmer Vice-Chair Accent Inns | Hotel Zed CEO

Sara Glenn Past-Chair Whetstone Partners Founder & Managing Director

Robert Pratt Secretary- Treasurer Sandman & Sutton Place Special Advisor to Northland Properties

Satinder Dhillon Director Innvest Hotels Senior Vice President, Operations

Peter Brown Director Peter E Brown Capital & Advisory President

Tracy Douglas-Blowers Director Alberta Hotel & Lodging Association President & CEO

Tony Elenis Director Ontario Restaurant, Hotel & Motel Association President & CEO

Melissa French Director Silver Hotels Group Chief Operating Officer

Ralnoor Gulimani Director Bayview Group of Companies CEO

Heather Hamilton Director Pomeroy Lodging Senior Vice President

Ingrid Jarret Director British Columbia Hotels Association President & CEO

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2024-25 BOARD OF DIRECTORS

Michael Juce Director Manitoba Association President & CEO

Mark Kochar Director Hilton Hotel Canada Director, Owner Relations

Brian Leon Director Choice Hotels Canada Inc. CEO

Heather McCrory Director Heather J McCrory & Associates Principal

Laura Pallotta Director Hotels Halifax & Barrington Hotel Regional VP Sales & Distribution

Carey Power Director Hotel Association of Nova Scotia & Barrington Hotel General Manager

Véronyque Tremblay Director Association Hôtellerie Québec Présidents Directrice Générale

Ally Wesson Director Realstar Hospitality Vice President of Marketing

Olivier Rochefort Director Atlific Hotels Vice President, Operations

Doug Smith Director Superior Lodging Corp. President & CEO

Marc Staniloff Director Superior Lodging Corp. President & CEO

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HAC TEAM

Beth McMahon President & CEO

Andrea Myers Senior Director, Membership & Corporate Governance

Elizabeth Tobin Director, Communications

Adrienne Foster Vice-President, Policy & Public Affairs

Cathy Frame Vice-President, Finance & Operations

Kafia Yusuf Manager, Policy & Stakeholder Relations

Lindsay MacDonald Membership & Events Specialist

Mascha Belagamage Senior Executive Assistant to the CEO

Tejah-Mae Davis Communications Specialist

Farhina Balayet Research & Data Visualization Manager

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A Legacy of Leadership: Celebrating Susie Grynol’s Tenure

In 2024, the Hotel Association of Canada marked a significant transition as we announced the resignation of our esteemed President & CEO, Susie Grynol. After eight years of transformative leadership, Susie leaves behind a legacy of advocacy and innovation. Under her guidance, HAC successfully navigated the challenges of the pandemic, achieved critical policy wins, and strengthened our association’s voice on key industry issues. Her vision helped shape the future of hospitality in Canada, and her dedication to the people and businesses behind the industry will not be forgotten.

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2025

June 16-17, 2025 The Westin Ottawa

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ADVOCATE FOR YOUR INDUSTRY & STAY IN THE KNOW

Become a HAC Advocate. Stay informed and be the first to know about the new advocacy campaigns.

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