As a nod to the evolution of the hotel industry, the Hotel Association of Canada is undergoing a rebrand. The organization will now be known as Hotels Canada.
According to Yahoo Travel, the move reflects an effort to “strengthen the sector’s national representation and highlight the economic role of the Canadian hotel industry within the wider visitor economy.”
Hotels Canada focuses on policy advocacy, research and industry coordination on issues affecting the accommodation sector. The organization represents more than 8,000 Canadian hotels and acts as the primary voice for hotel owners, operators and provincial associations in federal policy discussions.
It will continue to advocate for the industry on issues such as workforce shortages, taxation, infrastructure and tourism policy.
“The launch of Hotels Canada marks a natural evolution for an organization that has steadily expanded its role in national policy, economic advocacy, and leadership within the broader tourism sector,” said Beth McMahon, President & CEO in a statement. “This new identity reflects that trajectory: a clear, confident brand that elevates hotels as a cornerstone of Canada’s visitor economy—an industry with $74 billion in assets and a powerful driver of jobs, investment, and growth across the country.”
The shorter, catchier moniker will be rolled out gradually over the coming months with updated digital assets, member communications, advocacy materials and sector‑wide engagement.
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