Latino Hotel Association

What Latino Hotel Association does

Latino Hotel Association (LHA) is a Santa Fe, New Mexico-based non-profit association founded to support Latino hotel owners, investors, developers, and aspiring hospitality entrepreneurs. Per firmographic data it operates with 1-10 employees and is led by CEO Lynette Montoya, who brings over 25 years of hotel industry experience. The organization's mission is to address the underrepresentation of Latinos in US hotel ownership — Latinos comprise 19% of the US population but only 9% of hotel entrepreneurs — by providing education, networking, and resources that lower barriers to entry and ownership pathways.

Name

Latino Hotel Association

Legal name

Latino Hotel Association

Website

https://latinohotels.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Individual membership and allied vendor membership fees provide recurring revenue. Membership offers access to national network of hospitality professionals, educational programs, industry events, and resources on hotel investment.
2. Conference and Event Fees: Registration fees for annual conferences including LHA Annual Conference events. The 2026 conference at Hilton Aventura Miami is open for registration.
3. Educational Programs: Revenue from LHA 101, LHA 201, and LHA 301 courses covering hospitality operations, finance, and investment packaging.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Latino Hotel Association (LHA) is a nonprofit association that delivers education, networking, and resources to Latino hotel owners, investors, and hospitality entrepreneurs. Its core offerings include a three-tier educational curriculum (LHA 101, 201, 301) covering hospitality operations, finance, and investment packaging, an annual industry conference, individual and allied vendor membership programs, and the Latino Hotel and Entrepreneurship Investment (LHEI) Report.

Product overview

The Latino Hotel Association operates as an association providing a portfolio of educational programs, events, and membership services rather than a unified software product. The core offerings include three structured educational courses (LHA 101, LHA 201, LHA 301) delivered through an online learning platform, covering hospitality operations, finance, and investment packaging. The association publishes the Latino Hotel and Entrepreneurship Investment Report (LHEI Report), hosts an Annual Conference, and maintains individual and allied vendor membership programs. All offerings are oriented toward empowering Latino hospitality entrepreneurs through education, networking, and resource access.

Differentiator

Problem solved

Functional benefit

Products and services

• LHA 101 - Introduction to Hospitality Industry Operations Entry-level online course introducing hospitality industry operations for aspiring Latino hotel entrepreneurs, delivered through the Ascend learning platform.
• LHA 201 - Hospitality Finance Overview Intermediate online course covering financial management, capital structuring, and investment analysis for hotel ownership, delivered through the Ascend learning platform.
• LHA 301 - The Investment Package Advanced online course on structuring and organizing investment packages for hotel acquisitions, delivered through the Ascend learning platform.
• Latino Hotel and Entrepreneurship Investment Report (LHEI Report) Inaugural research publication providing data and insights on Latino participation in hotel ownership and entrepreneurship, including market-size and representation metrics.
• LHA Annual Conference Annual industry conference bringing together Latino hotel owners, investors, developers, and brand partners for networking, education, and deal-making opportunities, with over 30 speakers per edition.
• Individual Membership Annual membership tier offering access to a national network of hospitality professionals, educational programs (LHA 101, 201, 301), industry events, and resources on hotel investment.
• Allied Vendor Membership Partnership membership tier for service providers and vendors (financial institutions, law firms, operational suppliers) seeking to connect with Latino hotel owners and entrepreneurs.
• Hotel Investment 101 Webinar Recorded virtual webinar providing foundational knowledge on hotel investment strategies for the Latino community, available through the LHA education page.

Quantifiable outcome

• Latinos represent 19% of US population but only 9% of hotel entrepreneurs, creating significant opportunity for growth
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• HiltoncoreGTM or Marketing Partner · 1 January 2026Major brand partner displaying on LHA corporate partners carousel. Hilton represents one of the primary hotel brands engaged with Latino hotel ownership opportunities through LHA events and networking.
• Marriott InternationalcoreGTM or Marketing Partner · 1 January 2026Brand partner featured on LHA website with executives like Diana Plaza-Trowbridge speaking at LHA conferences on building diversity in the industry.
• Wyndham Hotels & ResortscoreGTM or Marketing Partner · 1 January 2026Major brand partner displayed on LHA corporate partners section, representing one of the largest hotel franchisors engaging with Latino ownership.
• Choice HotelscoreGTM or Marketing Partner · 1 January 2026Brand partner with John Lancaster, VP of Emerging Markets at Choice Hotels, participating as speaker at LHA conferences discussing franchise development.
• IHG Hotels & ResortscoreGTM or Marketing Partner · 1 January 2026Brand partner featured on LHA website representing one of the major international hotel chains supporting Latino hotel ownership initiatives.
• HyattcoreGTM or Marketing Partner · 1 January 2026Brand partner displayed on LHA corporate partners section, participating in efforts to expand Latino representation in hospitality ownership.
• G6 HospitalitycoreGTM or Marketing Partner · 1 January 2026G6 Hospitality (M6 brand) actively partners with LHA to provide pathways for Latino hotel ownership, collaborating on mentorship and ownership programs.
• Red Roof InnminorGTM or Marketing Partner · 1 January 2026Brand partner with Alex Shamsuddin representing Red Roof at LHA conferences discussing franchise development and growth opportunities.
• Extended Stay AmericaminorGTM or Marketing Partner · 1 January 2026Brand partner with Mark Williams participating at LHA conferences discussing franchise development.
• National Association of Hispanic Real Estate ProfessionalscoreStrategic or Co-development Partner · 1 January 2024Strategic partner collaborating with LHA to provide pathways for Latino ownership, addressing financing and real estate expertise for aspiring hotel owners.
• EthniFactsminorStrategic or Co-development Partner · 1 January 2024Mike Lakusta, CEO of EthniFacts, participates as industry expert at LHA conferences emphasizing importance of building generational wealth through education and community support.
• AscendminorStrategic or Co-development Partner · 1 January 2024Co-Founder Agnes Defranco participates at LHA conferences sharing hospitality strategies and market expansion expertise.
• HVSminorStrategic or Co-development Partner · 1 January 2024Luigi Major, Managing Director at HVS, contributes hospitality industry expertise and valuation insights at LHA events.
• Architecture 2030minorOthers · 1 January 2024Lynette Montoya serves on the board of Architecture 2030, a non-profit think tank dedicated to tackling climate change through innovative design in the built environment.
• AvendraminorStrategic or Co-development Partner · 1 January 2023LHA was spotlighted by Avendra during Hispanic Heritage Month 2023 recognizing efforts to promote Latino ownership in hospitality, reflecting partnership in supplier diversity initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• National Association of Women Business Owners (NAWBO): NAWBO is a US membership association supporting women business owners through chapters, education, and policy advocacy. Uses a similar member-led, education-and-networking model to LHA but addresses a different demographic and is not industry-specific.
• Asian Real Estate Association of America (AREAA): AREAA is a membership association for Asian-American real estate professionals with chapters, education, and an annual conference. Closely comparable to LHA's ethnic-focused professional association model applied to real estate, with partial overlap when members invest in hospitality assets.
• National Association of Real Estate Brokers (NAREB): NAREB is a US association of Black real estate professionals focused on increasing minority homeownership and fair housing, with education and networking programs. Analogous structure to LHA's ethnic-focused, education-and-networking mission and partially overlapping member demographics on wealth-building via real estate.

Direct peers

• Asian American Hotel Owners Association (AAHOA): AAHOA is the closest analog to LHA: a US trade association serving hotel owners of a specific ethnic background (Asian American) with education, annual conferences, advocacy, and brand/franchise partnerships. Operates at materially larger scale but the same member-led, education-and-networking business model.
• National Association of Hispanic Real Estate Professionals (NAHREP): NAHREP is a current LHA strategic partner serving Hispanic real estate professionals with education, certification, networking, and an annual conference. Targets an overlapping demographic (Hispanic wealth-building via real estate) and uses a similar membership-plus-events model, though focused on residential rather than hotel real estate.

Others

• Driftwood Capital: Driftwood Capital is a hotel-focused investment and management firm founded by Carlos Rodriguez Sr., who collaborates with LHA. Comparable as a Latino-led capital partner in hotel ownership but operates as an investment firm rather than a member association.
• Hispanic Association on Corporate Responsibility (HACR): HACR is a non-profit advancing Hispanic inclusion in corporate America across employment, procurement, governance, and philanthropy. Adjacent to LHA's supplier-diversity and corporate-engagement themes within the hospitality industry.
• HVS (Hospitality Valuation Services): HVS is a global hospitality consulting and valuation firm that partners with LHA to provide industry expertise at LHA events. Comparable as a hospitality-knowledge enabler but operates as a for-profit consultancy rather than a membership association.

Broad incumbents

• American Hotel & Lodging Association (AHLA): AHLA is the broad US industry association for hotels and lodging, representing operators, brands, and owners on policy, labor, and standards. Overlaps with LHA on hospitality advocacy and member services but is not ethnic-specific and operates at a much larger scale as the incumbent industry body.
• U.S. Hispanic Chamber of Commerce (USHCC): USHCC is the umbrella chamber for Hispanic-owned businesses across all industries, providing networking, advocacy, supplier diversity programs, and an annual convention. Comparable to LHA in serving the Hispanic business community but much broader in industry scope and not hospitality-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/17841413142644833
• LinkedInlinkedin.com/company/latino-hotel-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Latino Hotel Association