Asotelca

What Asotelca does

ASOTELCA (Asociación Hotelera Colombiana) is a non-profit hotel association founded in 1997 and headquartered in Bocagrande, Cartagena de Indias, Colombia. The organization represents and promotes the interests of hotels and tourism providers in Colombia's Caribbean region, operating through three regional chapters covering Cartagena y Bolívar, La Guajira, and Magdalena. It functions as a collective bargaining and advocacy body, providing member hotels with representation before government entities (Ministry of Commerce, Industry and Tourism, Fontur, ProColombia, Corporación Turismo Cartagena de Indias), collective negotiation with suppliers for preferential pricing, training and professional development, and participation in national and international tourism promotional campaigns.

ASOTELCA's business model is based on recurring membership dues from affiliated hotels, with a formal application process involving facility visits, document submission, and board approval. The association operates with a lean staff of 18 employees led by Executive President Carlos Alfonso Monroy Monroy, supported by chapter-level executive directors. Members include iconic Caribbean Colombian properties such as Hotel Caribe by Faranda Grand (Radisson Individuals), Hotel Dann Cartagena, Hotel Arimaca, Hotel Axis Inn By GEH Suites, and Hotel Bertha's Collection by EM Hotels.

The association has no proprietary technology platform; rather, its competitive position rests on a 25-year accumulated network of hotel members, institutional relationships with public and private sector entities, and ESG-driven programming (child protection, labor inclusion). It markets through social media (Facebook, TikTok, Instagram, LinkedIn, X), a Spanish-language website (asotelca.com), and annual promotional caravans such as the Caravana de Promoción Turística Nacional e Internacional.

Name

Asotelca

Legal name

ASOTELCA - Asociación Hotelera Colombiana

Website

https://asotelca.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

ASOTELCA is a non-profit hotel association founded in 1997 that represents and advocates for affiliated hotels across three Caribbean Colombia chapters (Cartagena y Bolívar, La Guajira, Magdalena), providing collective bargaining, government advocacy, training, and tourism promotion funded through membership dues.

Ownership category

akta.pro rank

Product category

Hospitality Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

Keywords

• Hospitality association services
• Hotel industry representation
• Tourism promotion services
• Hotel collective bargaining
• Hospitality training programs

Headquarters

HQ city

Cartagena de Indias

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Membership fees: ASOTELCA operates as a non-profit association (entidad sin ánimo de lucro) that generates revenue through membership fees from affiliated hotels. The association provides representation, promotional services, and collective bargaining benefits to members in exchange for membership dues.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ASOTELCA (Asociación Hotelera Colombiana) is a non-profit association that represents and defends the interests of the hotel and tourism sector in Colombia's Caribbean region. It provides member hotels with collective representation before public and private entities, collective supplier negotiation, training and advisory services, academic partnerships for talent recruitment, participation in tourism development projects, sustainability and CSR support, and promotional caravans to attract national and international tourists. The association operates through three regional chapters: Cartagena y Bolívar, La Guajira, and Magdalena.

Product overview

Asotelca (Asociación Hotelera Colombiana) is a non-profit hotel association that serves as the Colombian Hoteliers Association for the Caribbean region. Rather than offering a software product, the organization provides member services including: representation before public and private entities, collective negotiation with suppliers for preferential pricing, training and ongoing advisory services for hotel staff, academic partnerships and job placement services, participation in Fontur projects and city activities, strategic alliances with sector entities and public services, promotion of sustainability and corporate social responsibility, and networking meetings to define strategies and strengthen the sector. The association operates through three regional chapters: Cartagena and Bolívar, La Guajira, and Magdalena, representing affiliated hotels across Colombia's Caribbean coast.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership in the Colombian Hoteliers Association (Afiliación ASOTELCA)
• Cartagena y Bolívar Regional Chapter Services
• La Guajira Regional Chapter Services Regional chapter service providing representation, member engagement, and coordination of hospitality industry activities for hotels in the La Guajira department of Colombia.
• Magdalena Regional Chapter Services Regional chapter service providing representation, member engagement, and coordination of hospitality industry activities for hotels in the Magdalena department of Colombia, including El Rodadero and Santa Marta.
• National and International Tourism Promotional Caravans (Caravana de Promoción Turística Nacional e Internacional) Annual tourism promotional events that bring together affiliated hotels to present Caribbean Colombian hotel offerings and attract tourists. The workshop 'El Caribe Te Enamora' engages 22+ affiliated hotels in coordinated promotional campaigns.

Named customers5 records

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• FenalcocoreStrategic or Co-development PartnerColombian business association that works on business development and advocacy. Fenalco collaborates with ASOTELCA on matters affecting the hospitality and tourism sector in Colombia.
• FonturcoreStrategic or Co-development PartnerFondo de Turismo de Colombia (Fontur) is Colombia's tourism development fund. ASOTELCA participates in Fontur projects and activities benefiting member hotels.
• ProColombiacoreStrategic or Co-development PartnerGovernment entity promoting Colombian tourism internationally. Collaborates with ASOTELCA on international tourism promotion and investment in the hospitality sector.
• Universidad MayorminorOthersEducational institution providing academic partnerships, training programs, and access to student recruitment for member hotels.
• Universidad de CartagenaminorOthersRegional university partnership for academic collaboration, professional development, and talent recruitment for hospitality sector.
• Universidad Tecnológica ComfenalcominorOthersTechnical university partnership providing vocational training and certification programs for hotel staff and hospitality professionals.
• SENAminorOthersColombia's national learning service providing vocational training and certification programs for hospitality workers through ASOTELCA member hotels.
• ANATOminorStrategic or Co-development PartnerAsociación Nacional de Turismo (ANATO) is Colombia's national tourism association. Collaborates with ASOTELCA on tourism industry representation and policy advocacy.
• Migración ColombiaminorOthersGovernment agency responsible for immigration matters affecting international tourism. Works with ASOTELCA on tourist entry requirements and compliance.
• Policía NacionalminorOthersNational police force providing security coordination for tourism zones and hotels. Collaborates on tourist safety initiatives.
• Ministerio de Comercio, Industria y TurismocoreStrategic or Co-development PartnerColombian Ministry overseeing tourism policy. ASOTELCA advocates for hotel sector interests before this government entity.
• Corporación Turismo Cartagena de Indias (Corpoturismo)coreStrategic or Co-development PartnerLocal tourism corporation promoting Cartagena as a destination. ASOTELCA works closely with Corpoturismo on promotional activities and tourism development.
• Distrito Cartagena de IndiascoreStrategic or Co-development PartnerCartagena district government entity. Collaborates with ASOTELCA on city tourism initiatives, infrastructure, and regulatory matters affecting hotels.
• Fundación Santo DomingominorOthersCorporate foundation providing social development programs and potential funding for tourism sustainability and community projects.
• AfiniaminorOthersElectric utility company serving the Caribbean region. Provides services to member hotels through ASOTELCA partnership.
• Aguas de CartagenaminorOthersWater and sanitation utility company serving Cartagena hotels. Provides services to member hotels through ASOTELCA partnership.
• SurtigasminorOthersGas utility company serving the region. Provides utility services to member hotels through ASOTELCA partnership.
• Consejo Gremial de BolívarcoreStrategic or Co-development PartnerRegional business council representing various industries in Bolívar department. ASOTELCA participates as member, advocating for hospitality sector interests.
• DadysminorOthersLocal government agency (likely Dirección de Atención y Gestión de Niños, Niñas y Adolescentes) working with ASOTELCA on child protection policies.
• Secretaría de PlaneaciónminorOthersMunicipal planning department collaborating on urban development affecting tourism infrastructure and hotel zones.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Fenalco (Federación Nacional de Comerciantes): Colombian national business association already collaborating with ASOTELCA. Directly comparable business-membership federation providing collective representation, supplier negotiations, and policy advocacy across commercial sectors.
• ANATO (Asociación Nacional de Agencias de Viajes y Turismo): Colombian national tourism association representing travel agencies and tourism suppliers. Operates an overlapping mandate with ASOTELCA on tourism policy advocacy and trade-show participation in Colombia.
• COTELCO (Asociación Hotelera y Turística de Colombia): Colombia's national hotel and tourism trade association. Directly comparable to ASOTELCA in mission (representing hoteliers before government entities, providing training, supplier negotiation), differing mainly in nationwide scope versus ASOTELCA's Caribbean regional focus.
• AHLA (American Hotel & Lodging Association): The principal U.S. hotel industry trade association. Same fundamental model as ASOTELCA—membership-funded representation of hoteliers before regulators, training programs, and collective supplier benefits—but at national U.S. scale.
• HOTREC (Hotels, Restaurants, Pubs and Cafés in Europe): European umbrella trade body representing national hotel and hospitality associations. Similar federated structure to ASOTELCA's chapter model, providing policy advocacy and benchmarking services to member associations and their hotel constituents.

Emerging players

• Indian Hotel & Restaurant Association (AHAR): Regional/state-level hotel and restaurant associations across India following a chapter model analogous to ASOTELCA's, representing independent hoteliers on licensing, taxation, and tourism policy at sub-national level.

Broad incumbents

• WTTC (World Travel & Tourism Council): Global authority on travel and tourism economics engaging governments and private sector. Broader incumbent than ASOTELCA: not a hotel-member trade association but a convening body whose remit overlaps on tourism policy and promotion.
• IHA (International Hotel Association): International hotel industry body coordinating among national hotel associations globally. Functions as an umbrella peer to ASOTELCA, providing advocacy frameworks and benchmarking tools that national/regional guilds like ASOTELCA feed into.

Regional players

• Asociación de Hoteles y Moteles de México (AHM): Mexican hotel association organized across regional chapters. Highly comparable Latin American trade-association model with regional chapter structure analogous to ASOTELCA's Cartagena/La Guajira/Magdalena setup.
• Caribbean Hotel and Tourism Association (CHTA): Regional hotel and tourism association for the wider Caribbean basin. Closely comparable regional player to ASOTELCA in advocating for Caribbean hotel interests, though it covers multiple countries rather than a single country's Caribbean coast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/asotelcahoteles
• Facebookfacebook.com/asotelcahoteles
• LinkedInlinkedin.com/company/asotelca
• Instagraminstagram.com/asotelca/?igsh=aG4yYndrY29kbHJ3&utm_source=qr#
• TikToktiktok.com/@asotelcahoteles?_t=ZS-8zqAU3oHvh1&_r=1

Revenue estimate

Valuation estimate

Number of profiles

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 Asotelca