Hotel Association of Los Angeles

What Hotel Association of Los Angeles does

The Hotel Association of Los Angeles (HALA) is a private, nonprofit trade association founded in 1932 that represents hotel owners, operators, suppliers, and vendors across Los Angeles County. Headquartered at 11239 Ventura Blvd in Los Angeles, the organization is the recognized industry voice before LA City Council, the Mayor's office, and county regulatory bodies, with strategic priorities centered on opposing hotel-specific minimum wage ordinances, supporting tourism infrastructure (notably the $800M+ Convention Center modernization), and providing members compliance resources for regulations such as the Hotel Worker Protection Ordinance and the Responsible Hotel Ordinance. The association is led by President & CEO Dr. Jackie Filla (appointed March 2024) and governed by a Board of Directors chaired by hotel industry executives, with the organization recently completing a January 2024 rebrand. Membership spans international chains (Ritz-Carlton, JW Marriott, Hilton, Fairmont), airport properties, and family-owned boutique hotels.

Name

Hotel Association of Los Angeles

Legal name

Hotel Association of Los Angeles

Website

https://hotelassociationla.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

The Hotel Association of Los Angeles (HALA) is a nonprofit trade association founded in 1932 that advocates for hotel owners, operators, and vendors across Los Angeles County on policy, compliance, and tourism issues, while providing training, events, and member benefit programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues and Advocacy Fees: Annual advocacy fees from member hotels based on property size (0-99 rooms: $500-$1,000; 100-299 rooms: $1,000-$2,000; 300-499 rooms: $2,000; 500+ rooms: $5,000). These fees fund industry advocacy, government affairs, and member services.
2. Event Sponsorships and Tickets: Revenue from signature events including Stars of the Industry Awards Gala ($250 individual ticket, $2,500 table for 10) and HALA Golf Classic (sponsorships ranging $1,000-$10,000).
3. Training Programs and Discounts: Training programs for members including Sexual Harassment Prevention (15% discount through AHLEI) and Responsible Beverage Service Training ($15/person with 20% member discount). Revenue through partnership fees and member discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Hotel Association of Los Angeles (HALA) is a member-funded trade association representing hotels across Los Angeles County since 1932. It provides advocacy and government affairs services, industry training programs, networking events, compliance resources, and collective buying power programs to hotel owners, operators, vendors, and employees in the LA hospitality industry.

Product overview

Hotel Association of Los Angeles (HALA) operates as a trade association offering a portfolio of member services rather than a unified technology product. The core offerings include advocacy and government affairs services, annual events (Stars of the Industry Awards Gala and Golf Classic), training programs (sexual harassment, beverage service, CPR, human trafficking awareness), and member benefits programs (Source1 Purchasing for collective buying power, Vendor Directory, Class Action Capital partnership for settlement recovery, and Panic Button Buyer's Guide). HALA also provides compliance resources including LA Police Commission permit implementation guidelines, public health toolkits, and research on hotel worker minimum wage ordinances. Members access these services through a YourMembership.com-powered portal. The association focuses on policy advocacy, workforce development, and member support for L.A.'s hospitality industry.

Differentiator

Problem solved

Functional benefit

Products and services

• HALA Membership / Advocacy Fee Structure Annual membership with tiered advocacy fees based on hotel room count: $500 for 0-99 rooms, $1,000 for 100-299 rooms, $2,000 for 300-499 rooms, and $5,000 for 500+ rooms. Provides hotel owners and operators access to government affairs support, compliance resources, training discounts, and networking.
• Advocacy and Government Affairs Services

Quantifiable outcome

• Mobilized 127 hotels generating 3,690 emails to elected officials during wage ordinance advocacy
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Alliance for Economic FairnesscoreStrategic or Co-development Partner · 1 January 2024Coalition of over 50 groups and community leaders concerned about the City of Los Angeles' proposed $30 Wage Ordinance for hospitality workers. HALA participates as advocate for equitable economic growth and opposition to hotel-specific wage increases.
• California Hotel and Lodging Association (CHLA)coreStrategic or Co-development Partner · 12 August 2022Partnership to develop compliance tools for hotels to comply with the Hotel Worker Protection Ordinance effective August 2022. Joint effort to provide guidance and resources for hotel operations under new regulations.
• Source1 PurchasingcoreGTM or Marketing PartnerGroup purchasing program offering HALA members cash back rebates on 165,000+ items from over 350 manufacturers including HD Supply, American Hotel Register, A-1 Textiles, Cintas, Office Depot, Grainger, and S&D Coffee. Collective buying power program for member benefits.
• Class Action CapitalminorGTM or Marketing PartnerMarket leader in class action settlement claim management. Works with hotels and state associations to recover refunds from class action settlements. HALA members receive access to settlement claim management services on commission basis.
• Businesses Ending Slavery and Trafficking (BEST)coreStrategic or Co-development PartnerFree in-depth training and resources for hotel staff on human trafficking prevention and awareness. Online training course teaches skills for spotting and safely interrupting human exploitation on hotel premises. Part of January Human Trafficking Awareness Month initiative.
• L.A. County Department of Public HealthminorOthersPartner for public health information and resources including COVID-19 guidance, food safety, water safety, and inspection information for hotel members.
• California Department of Alcoholic Beverage Control (ABC)minorOthersPartnership for Responsible Beverage Server Training Program (RBSTP). Required certification for alcohol servers and managers under California law. HALA members receive 20% discount on $15/person ServSafe training.
• L.A. County Heart HeroesminorOthersPartnership to train 500,000 LA County residents in Hands-Only CPR through the LA County Departments of Public Health initiative. Hotels participate in community health training.
• LA City Hall / Mayor Karen Bass AdministrationcoreOthersOngoing engagement with Mayor Karen Bass administration on tourism policy, public safety, convention center expansion, and hotel industry regulations. Mayor pledged audience with new LAPD Chief once selected.
• American Hotel & Lodging Educational Institute (AHLEI)minorChannel Partner/ Reseller/ DistributorTraining provider for Sexual Harassment Prevention in Hospitality Training required by California law. HALA members receive 15% discount on training programs.
• It's a Penalty CampaigncoreStrategic or Co-development PartnerGlobal campaign at Super Bowl LVI aimed at preventing and raising awareness about human trafficking. Distributed IAP Digital Toolkits to over 1,000 LA County hotels. Identified 14 missing children and resulted in 494 arrests statewide.
• Los Angeles Convention Center (AEG / Plenary Group)coreStrategic or Co-development PartnerAdvocacy partnership for modernization and expansion of Los Angeles Convention Center. HALA testified before City Council to support $800+ million pre-development work with AEG and Plenary Group to strengthen LA's competitive position for conventions.
• Asian American Hotel Owner Association (AAHOA)minorChannel Partner/ Reseller/ DistributorAlliance on advocacy for hotel minimum wage ordinance. AAHOA members (many are minority small business owners) participate in HALA's advocacy efforts before City Council.
• The OnHold ExperienceminorGTM or Marketing PartnerExclusive member benefit providing professionally produced telephone on-hold marketing campaigns for hotel properties. Free 60-day test drive followed by discounted member rates with cancel-anytime clause.
• GoogleminorStrategic or Co-development PartnerPartnership to integrate real-time hotel availability and discount information into Google searches for evacuees from LA wildfires (Palisades, Eaton, and Hurst fires). HALA working with Google to ensure fair pricing information for displaced residents.
• Sunset Strip Business Improvement District (BID)minorOthersBoard membership engagement for community collaboration. HALA board member Aaron Peaslee serves on Sunset Strip BID to expand network and contribute to local business leadership.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• American Resort Development Association (ARDA): National trade association for the vacation ownership and resort development industry. Adjacent in hospitality but distinct from traditional hotels; relevant for understanding broader association-based advocacy models in lodging.
• American Hotel & Lodging Association: National trade association representing all segments of the U.S. lodging industry. AHLA is the broader incumbent that HALA's federal advocacy feeds into; AHLEI (its educational arm) is also a direct HALA training partner.

Regional players

• Hotel Council of San Francisco: San Francisco-based hotel industry association. Comparable size, scope, and West Coast regulatory exposure as HALA, but focused on SF's distinct political and tourism environment.
• Greater Houston Hotel & Lodging Association: Regional hotel trade association for the Houston area. Comparable function and structure to HALA, though operating in a lower-regulation environment with a different member mix.
• Greater Miami and the Beaches Hotel Association: Regional hotel trade association serving the Miami market. Comparable structure and revenue model (dues, events, advocacy) but operating in a different geography with a different regulatory environment.
• Chicago Hotel & Lodging Association: Regional hotel association serving the Chicago market. Similar advocacy, training, and member-benefit model to HALA, focused on a different major-metro regulatory environment.

Direct peers

• Asian American Hotel Owners Association (AAHOA): National trade association representing Asian American hotel owners, many of whom operate LA properties and are HALA members. AAHOA directly co-advocates with HALA on minimum wage issues and shares a member base.
• Hotel Association of New York City: NYC's regional hotel trade association. Comparable scope and structure to HALA, representing a major-metro hotel industry that has similarly faced aggressive hotel-specific wage and worker protection ordinances, making it the closest functional analogue.
• California Hotel and Lodging Association: State-level trade association for California's hotel industry. CHLA partners directly with HALA on compliance tools (Hotel Worker Protection Ordinance) and shares overlapping membership and advocacy goals, making it the most natural peer at a different geographic level.

Others

• Los Angeles Tourism & Convention Board: LA's destination marketing organization (DMO). Complementary to HALA rather than competitive — LA Tourism drives demand to member hotels, and Steve Choe (HALA Board Chair) sits on both boards.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hotel-association-of-los-angeles

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Hotel Association of Los Angeles