Central Florida Hotel & Lodging Association

What Central Florida Hotel & Lodging Association does

Central Florida Hotel & Lodging Association (CFHLA) is a regional, membership-based hospitality trade association founded in 1980 and headquartered in Orlando, Florida. It is recognized as the largest regional hospitality association in the United States, representing more than 151,000 hotel rooms across Orange, Osceola, and Seminole counties — approximately 80% of the regional lodging inventory — and more than 500 allied/supplier organizations that serve the hospitality and tourism industries. CFHLA serves a bifurcated membership of lodging properties (hotels, resorts, vacation ownership) and supplier organizations across four tiers: Lodging Members, Allied Members, VIP Partners, and Silver Partners.

CFHLA's revenue model is built on recurring membership dues across these tiers, supplemented by signature event sponsorship and programming revenue from gatherings such as the HEAT Tradeshow, Hospitality Gala, Hob Nob, and Golden Pineapple Awards. The association operates a portfolio of internal councils (Allied Relations, Engineers', Housekeeping, NextGen Leadership, Security & Safety, Talent & Learning, Vacation Ownership) that drive engagement, alongside a CFHLA Foundation — established in 2009 as a 501(c)(3) subsidiary — that administers scholarships and community grants. Since 2000 the Foundation has awarded more than $1.2 million in hospitality student scholarships, with $129,000 distributed to 57 students and $79,500 in education/community grants in 2023 alone.

Go-to-market is sales-led via direct outreach to lodging properties and supplier organizations in the Central Florida region, supported by a website (cfhla.org), member portal (members.cfhla.org), a membership directory, email newsletters (Back of the House, The Insider), and an active social media presence. CFHLA's technology stack is conventional web infrastructure with no proprietary platform, no AI/ML capabilities, and no APIs; the core "product" is the convening and advocacy service delivered through events, councils, and member-to-member business development under its "Members Doing Business with Members" mandate.

Name

Central Florida Hotel & Lodging Association

Legal name

Central Florida Hotel & Lodging Association

Website

https://cfhla.org

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

CFHLA is a regional hospitality trade association, founded in 1980 and based in Orlando, that represents 151,000+ hotel rooms and 500+ supplier organizations across Central Florida through membership dues, events, advocacy, and workforce development programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: CFHLA generates revenue through annual membership dues from lodging properties (hotels, resorts) and allied/supplier organizations. Membership tiers include Lodging Members, Allied Members, VIP Partners, and Silver Partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

CFHLA is a non-profit regional trade association that delivers membership-based services to lodging properties and hospitality suppliers in Central Florida. Its core offerings include tiered memberships (Lodging, Allied/Supplier, VIP Partners, Silver Partners), advocacy representation through its PAC/PC and Governmental Affairs Committee, networking events and signature programs (HEAT Tradeshow, Hob Nob, Golden Pineapple Awards, Hospitality Gala), workforce development and educational seminars, and the CFHLA Foundation's scholarship and community grant programs.

Product overview

CFHLA is a regional hospitality association serving hotel and lodging businesses in Central Florida, offering membership services including advocacy, networking events, workforce development programs, scholarships, and member directories. The association operates as a membership organization rather than a product company, providing services such as events management (HEAT Tradeshow, Golden Pineapple Awards, Hob Nob), educational programs, leadership mentoring, and career development resources through partnerships with educational institutions and industry councils.

Differentiator

Problem solved

Functional benefit

Products and services

• Lodging Membership Annual membership tier for hotels, resorts, motels, and vacation ownership properties operating in Central Florida (Orange, Osceola, and Seminole counties). Provides advocacy representation, networking events, workforce development programs, recognition awards, government affairs support, and member-to-member business development access to allied suppliers.
• Allied/Supplier Membership Annual membership tier for supplier organizations and service providers doing business with the hospitality and tourism industries. Available in three tiers (Standard Allied, Silver Partner, VIP Partner) with increasing levels of visibility, networking access, and engagement with lodging decision-makers.
• CFHLA Foundation Scholarship and Grant Program Philanthropic program operated by the CFHLA Foundation that awards Hospitality Student Scholarships, Family Member Scholarships, Engineers Council Scholarships, Hospitality Education Grants, and Community Grants to support hospitality education, youth causes, and community advocacy in Central Florida.

Quantifiable outcome

• Over $1.2 million awarded in hospitality student scholarships since 2000
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• UCF Rosen College of Hospitality ManagementcoreStrategic or Co-development PartnerAcademic partnership for workforce development, student scholarships, career fairs, and industry collaboration. CFHLA Foundation provides grants to support hospitality education programs.
• Valencia CollegecoreStrategic or Co-development PartnerAcademic partnership offering 2-year Associate's degrees in hospitality-related subjects. Partnership includes scholarship support and educational grants.
• Seminole State CollegecoreStrategic or Co-development PartnerAcademic partnership offering 2-year Associate's degrees in hospitality-related subjects. Partnership supports the college's hospitality and tourism management program.
• Orange Technical CollegecoreStrategic or Co-development PartnerTechnical education partnership offering hospitality and culinary programs. Multiple high school outreach and career development initiatives.
• Orange County Public SchoolscoreStrategic or Co-development PartnerEducational partnership supporting Adopt-A-School program, high school hospitality and culinary programs, and workforce development initiatives.
• Visit OrlandocoreStrategic or Co-development PartnerOfficial destination marketing organization partnership for tourism promotion and economic development in Central Florida.
• Experience KissimmeecoreStrategic or Co-development PartnerOsceola County's official tourism association partnership. Serves more than 1,000 industry and community partners.
• Greater Orlando Sports CommissioncoreStrategic or Co-development PartnerSports tourism partnership hosting events that drive economic impact. Has hosted more than 1,600 events with $2.6 billion in economic impact.
• The Lifeboat ProjectminorStrategic or Co-development PartnerHuman trafficking awareness partnership. CFHLA Foundation donated $5,000 from human trafficking awareness luncheon proceeds.
• VISIT FLORIDAcoreStrategic or Co-development PartnerState-level tourism partnership. CFHLA participates in Florida Tourism Day advocacy efforts and supports Visit Florida funding.
• Orange County Convention CentercoreStrategic or Co-development PartnerVenue partnership for CFHLA events. Legends portraits displayed in West Concourse Foyer of convention center.
• CareerSource Central FloridacoreStrategic or Co-development PartnerWorkforce development partnership addressing skilled worker demands in hospitality industry through regional workforce summits.
• Dr. Phillips Center for the Performing ArtsminorStrategic or Co-development PartnerCommunity grant recipient. CFHLA Foundation provided $25,000 (year 9 of 10 for $250,000 total) in grants.
• Orange County GovernmentcoreStrategic or Co-development PartnerGovernment partnership for tourism advocacy and economic development. Receives proclamations for Travel & Tourism Week.
• Osceola County GovernmentcoreStrategic or Co-development PartnerGovernment partnership for tourism advocacy. Tourism is the largest industry in Osceola County generating over $5.5 billion annually.
• Seminole County GovernmentcoreStrategic or Co-development PartnerGovernment partnership for tourism advocacy. Surpassed Tourist Development Tax projections by 45% in 2022.
• Orlando Sanford International AirportminorStrategic or Co-development PartnerTransportation partnership supporting workforce development and community initiatives.
• Orlando Police DepartmentminorStrategic or Co-development PartnerPublic safety partnership through Security & Safety Council. Hospitality security personnel receive training facility visits.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Asian American Hotel Owners Association (AAHOA): National hospitality trade body representing a large share of U.S. hotel owners; comparable membership-and-advocacy model to CFHLA, but nationwide rather than regional, with strong education and convention programming.
• American Hotel & Lodging Association: National federation of state lodging associations and an umbrella body CFHLA likely affiliates with. Comparable membership, advocacy, and convention/expo programming but at much broader scope.
• U.S. Travel Association: National umbrella organization for the travel industry — comparable advocacy and member-services structure but with a broader tourism remit than CFHLA's lodging focus.

Regional players

• Greater Miami & The Beaches Hotel Association: Regional Florida hospitality association serving Miami-Dade lodging properties — same structure, member-funded model, and tourism-advocacy focus as CFHLA, but anchored to a different Florida region.
• Hotel Association of New York City: Long-standing regional lodging association serving NYC hotels with the same dues-funded advocacy and member-services structure as CFHLA — directly comparable business model in a different metro.

Others

• Visit Orlando: Official destination marketing organization for Central Florida and a CFHLA strategic partner — adjacent, ecosystem-level peer that promotes the same destination but is funded by tourism tax rather than membership dues.

Direct peers

• Florida Restaurant & Lodging Association: State-level trade association serving lodging and restaurant members across Florida — directly comparable to CFHLA in mission, member-funded model, and advocacy focus, but at state rather than regional scope.
• Illinois Hotel & Lodging Association: State-level hospitality trade association serving Illinois lodging properties, with the same dues tiers, advocacy, and event-driven value proposition as CFHLA.
• California Hotel & Lodging Association: Major state lodging association that represents hotels across California via a membership-driven model very similar to CFHLA's — comparable in advocacy scope, education programming, and allied-supplier sponsorship revenues.
• Tennessee Hotel & Lodging Association: State-level lodging trade association operating the same dues-funded model with advocacy, education, and recognition programs — a direct structural comparable to CFHLA in a different state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cfhla
• Facebookfacebook.com/CFHLA
• LinkedInlinkedin.com/company/cfhla
• Instagraminstagram.com/cfhla

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Central Florida Hotel & Lodging Association