What Texas Hotel & Lodging Association does

Texas Hotel & Lodging Association (THLA) is a nonprofit trade association founded in 1903 and headquartered in Austin, Texas. It operates as the recognized industry association for Texas lodging operators, structured around three membership tiers — Lodging (hotel operators), Affiliate (vendors and suppliers), and Allied (industry partners) — and delivers services across advocacy, legal support, marketing, and education. THLA is governed by a member board and maintains a wholly-owned Education Foundation (THLAEF) focused on scholarships and workforce training.

The association's core offerings include state and federal legislative advocacy (with documented litigation activity on issues such as the 2016 federal overtime rule and 2018 Austin paid sick leave ordinance), 24/7 on-demand legal counsel for members, complimentary listings on three Texas tourism websites (TravelTexas, Texaslodging, TourTexas), and an endorsed-vendor network spanning health insurance, workers' compensation, energy, analytics, and financial services. Educational programs include the nationally recognized Short Course, the Future Hotel and Tourism Professionals (FHTP) career and technical student organization, a high school summer camp, state-mandated human trafficking prevention training, and a Hospitality Internships pipeline connecting more than 1,100 global hospitality programs with Texas employers.

THLA generates revenue primarily through recurring annual membership dues across its three tiers, supplemented by event sponsorships, endorsed-vendor program economics, and education-related fees. The association runs 100+ seminars annually, partners with AAHOA for regional conferences across Texas, and has expanded partnerships in 2025–2026 with G6 Hospitality (national safety program), Adesso Capital (tariff relief), and PRISM (board-level global perspective). THLA does not develop technology products and operates a website and member portal as its primary digital infrastructure; financial details, membership counts, and revenue are not publicly disclosed.

Name

Texas Hotel & Lodging Association

Legal name

Texas Hotel & Lodging Association

Website

https://texaslodging.com

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

11–50 employees

Short description

Texas Hotel & Lodging Association is a 1903-founded nonprofit trade association headquartered in Austin that provides advocacy, 24/7 legal support, marketing, and education to Texas hotel operators, vendors, and allied members through tiered membership dues.

Ownership category

akta.pro rank

Product category

Hospitality Trade Association

NAICS

Traveler Accommodation (7211), All Other Traveler Accommodation (721199)

SIC

Services-Membership Organizations (8600), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Lodging Booking & Accommodation Management (HSACAKAC), Hotel Program Management (Corporate Lodging) (THAKAMAI)

Keywords

• Hospitality trade association
• Lodging industry advocacy
• Hotel membership services
• Hospitality workforce development
• Industry legal support

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Membership Dues: THLA generates revenue through annual membership dues from three categories: Hotel Members, Affiliate Members (vendors/suppliers), and Allied Members. The association provides advocacy, legal support, marketing benefits, and educational resources in exchange for membership fees.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Texas Hotel & Lodging Association is a nonprofit trade association that provides legislative advocacy, 24/7 on-demand legal counsel, marketing listings on three Texas tourism websites, and a portfolio of educational and workforce development programs to its hotel, vendor/supplier, and allied members in the Texas lodging industry. Members pay recurring annual dues and receive access to endorsed vendor benefits including health insurance, workers' compensation, energy services, and financial products.

Product overview

Texas Hotel & Lodging Association (THLA) is a membership-based trade association offering advocacy, legal support, and marketing services to Texas hotel operators. The association operates as a unified platform providing three membership tiers (Lodging, Affiliate, Allied) with core member benefits including 24/7 legal counsel, legislative advocacy, and complimentary tourism listings. Educational offerings include the Short Course (nationally recognized program), Future Hotel and Tourism Professionals (FHTP) career organization, High School Hotel Summer Camp, Human Trafficking Prevention Training, Education Partnership Resources, and the Hospitality Internships program. THLA also provides member access to endorsed vendor benefits including health insurance, pharmacy discounts, workers' compensation insurance, and energy services through a curated Vendor Guide. The THLA Education Foundation supports the association's workforce development mission.

Differentiator

Problem solved

Functional benefit

Products and services

• Advocacy Services

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Adesso CapitalmajorStrategic or Co-development Partner · 28 April 2026THLA partnered with Adesso to launch a tariff relief program helping members recover IEEPA tariffs paid over the past year. Adesso Tax Services established an end-to-end tariff recovery program with licensed customs brokers and trade attorneys.
• G6 HospitalitymajorStrategic or Co-development Partner · 3 December 2025G6 Hospitality and THLA launched a national hospitality safety and security program. The partnership aims to enhance safety protocols, legal compliance, and operational resilience across hotels in the United States through workshops, tools, and resources addressing evolving security challenges.
• PRISM (Ritesh Agarwal, Founder and CEO)coreStrategic or Co-development Partner · 19 November 2025Ritesh Agarwal, Founder and CEO of PRISM, was appointed as an Anchor Board Member of THLA. The appointment supports THLA's efforts to foster global collaboration, innovation, and advocacy for hotel operators in Texas.
• AAHOA (Asian American Hotel Owners Association)majorStrategic or Co-development PartnerTHLA is a Proud Affiliate Partner of AAHOA and co-hosts regional conferences and trade shows throughout Texas including South Central Texas, Southeast Texas, and North Texas events.
• Source StrategiescoreOthersSource Strategies is Texas's premier hotel consultancy offering financial feasibility studies, litigation support, appraisal data packages, and custom hotel market statistics. THLA endorses their services to members.
• STR (Smith Travel Research)coreOthersSTR provides the lodging industry with actionable information and analysis through comprehensive hotel performance data. THLA endorses their analytics services.
• The ZenithcoreOthersThe Zenith is THLA's endorsed workers' compensation insurance provider, offering specialized coverage for hospitality businesses.
• United HealthcarecoreOthersUnited Healthcare offers health plan solutions for THLA members including the National Restaurant Association legacy program and Restaurant & Hospitality Association Benefit Trust (RHABT).
• Tara EnergyminorOthersTara Energy provides electricity cost savings for Texas businesses through deregulation of retail electricity markets.
• BEST (Business Education Safety Training)coreStrategic or Co-development PartnerBEST provides human trafficking prevention training for hotels. THLA promotes their training as required by Texas state law for all properties with 10 or more rooms within 90 days of employment.
• Texas Office of the Attorney General (OAG)coreStrategic or Co-development PartnerTHLA collaborates with Texas OAG on human trafficking prevention initiatives for the hospitality industry.
• Future Hotel and Tourism Professionals (FHTP)coreStrategic or Co-development PartnerFHTP is the official Career & Technical Student Organization (CTSO) dedicated to cultivating the next generation of hospitality leaders in Texas. THLA supports this initiative.
• Dallas ISD / Work-Based Learning Alliance (WBLA)minorStrategic or Co-development PartnerTHLA partners with Dallas ISD and WBLA to host high school interns and promote careers in the Texas lodging industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Florida Hotel and Lodging Association: Florida's statewide lodging industry trade association providing advocacy, education, and member benefits comparable to THLA's offerings in Texas.
• Pennsylvania Restaurant & Lodging Association: Combined Pennsylvania lodging and restaurant trade association offering state-level advocacy and member benefits comparable to THLA's structure.
• California Hotel & Lodging Association: State-level hotel and lodging trade association in California offering the same core membership, advocacy, and education services as THLA but serving a different geographic market.
• Michigan Lodging and Tourism Association: Michigan's statewide lodging and tourism trade association delivering parallel member services, advocacy, and educational programming to THLA.
• Illinois Hotel & Lodging Association: State-level lodging association in Illinois providing parallel membership, legislative, and education services to THLA's model.
• Georgia Hotel & Lodging Association: Statewide trade association representing Georgia's lodging industry with a similar mission, membership model, and service portfolio as THLA.
• New York State Hospitality & Tourism Association: New York state's lodging and hospitality trade association offering comparable advocacy, workforce, and education programming to THLA but operating in the Northeast.
• Ohio Hotel & Lodging Association: Ohio's statewide lodging trade association with a comparable membership, advocacy, and education model to THLA.
• Asian American Hotel Owners Association (AAHOA): National association representing Asian-American hotel owners with strong Texas membership; THLA is a 'Proud Affiliate Partner' of AAHOA and co-hosts regional conferences—closely aligned membership base and competing/collaborating role.

Broad incumbents

• American Hotel & Lodging Association (AHLA): National trade association for the U.S. lodging industry; offers overlapping advocacy, education, and member services but at a national rather than state level. Most directly comparable organization to THLA in mission and structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thlanews
• YouTubeyoutube.com/channel/UCPhBk_sThIgxOdDPOakHONg
• Facebookfacebook.com/TexasLodging
• Instagraminstagram.com/texashotels
• LinkedInlinkedin.com/company/texashotels

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 Texas Hotel & Lodging Association