Georgia Hotel & Lodging Association

What Georgia Hotel & Lodging Association does

The Georgia Hotel & Lodging Association (GHLA) is a non-profit trade association founded in 1907 and headquartered in Atlanta, Georgia, representing the state's hotel and lodging industry. Self-styled as the "Voice of the Hotel & Lodging Industry," GHLA serves a broad membership that includes major national flag brands (Hilton, Marriott, Sheraton, Ritz-Carlton, Omni) and independent operators across Georgia, providing advocacy, education, and industry recognition services. The association's core activities encompass state and federal legislative lobbying, regulatory compliance training (notably human trafficking prevention under HB 490), workforce development initiatives, and the administration of industry-specific capital programs such as the C-PACE financing program created in 2024.

GHLA's service portfolio includes an Annual Convention & Trade Show (scaling from approximately 750 attendees in 2018 to over 1,000 by 2025), educational certifications such as the Lodging Management Institute and Certified Hotel Administrator designation, awards programs (Stars of the Industry, Lodging Employee of the Year), and member events. The association's revenue model is built on membership dues, event registration and sponsorships, and the Premier Allied Membership tier for industry partners; specific pricing signals include $45 individual event registration and $400 table purchases. GHLA does not publicly disclose its operating revenue or full membership count.

The association has played a significant role in shaping Georgia's hospitality regulatory environment, securing passage of HB 317 (short-term rental regulation, 2021), supporting SB 127 (CVB revenue protections, 2023), and administering the $150 million ARPA-funded Save Georgia Hotels grant program in 2022 as the state's primary distribution channel for pandemic-era lodging relief. In January 2026, GHLA appointed Chris Hardman as its new President & CEO. The organization operates with a small staff of 1-10 employees and has no disclosed AI or proprietary technology capabilities.

Name

Georgia Hotel & Lodging Association

Legal name

Georgia Hotel & Lodging Association

Website

https://ghla.net

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

1–10 employees

Short description

GHLA is a non-profit Atlanta-based trade association founded in 1907 representing Georgia's hotel and lodging industry through legislative advocacy, regulatory compliance training, workforce development, and industry events, serving both national flag brands and independent operators across the state.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

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

Revenue model

1. Membership Dues: GHLA generates revenue through annual membership dues from hotels, motels, bed & breakfasts, campgrounds, and industry suppliers across Georgia.
2. Event Registration and Sponsorships: Revenue from signature events including Stars of the Lodging Industry Celebration, Georgia Lodging Forecast, Hospitality Leaders Golf Invitational, and annual Legislative Recap events. Events offer sponsorship opportunities at various tiers.
3. Preferred Partners and Allied Membership: Premier Allied Membership program for suppliers and service providers providing additional revenue streams through partnership tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Georgia Hotel & Lodging Association (GHLA) is a non-partisan trade association representing Georgia's lodging industry, providing legislative advocacy, workforce training resources, industry events, networking opportunities, and member benefits to hotels, motels, bed & breakfasts, campgrounds, and industry suppliers. The organization also administers major grant programs such as the $150 million Save Georgia Hotels ARPA fund and runs recognition programs including the Stars of the Lodging Industry awards.

Product overview

The Georgia Hotel & Lodging Association (GHLA) operates as a non-partisan trade association representing the lodging industry and its role in Georgia tourism. The organization offers a portfolio of membership services centered around advocacy, member benefits, and industry events rather than a unified software product or platform. Key offerings include: GHLA Membership providing access to advocacy, networking, and member directories; Legislative News and Alerts and Legislative Tracking systems for monitoring proposed legislation; the Stars of the Lodging Industry Awards Program (launched 2007) recognizing outstanding employees and properties; signature events including the Hospitality Leaders Golf Invitational, Georgia Lodging Forecast, Hospitality Open Golf Tournament, and Hospitality Leaders Holiday Mingle; the Save Georgia Hotels Grant Program (a $150 million ARPA-funded grant); and member resources such as AH&LA Resources, Disaster Relief Resources, Human Trafficking Prevention Resources, Buyers' Guide directory, and the Book Your Next Career portal.

Differentiator

Problem solved

Functional benefit

Products and services

• GHLA Membership Trade association membership delivering advocacy representation, networking opportunities, training resources, and access to member directories and buyers' guide for Georgia's lodging properties and industry suppliers.
• Premier Allied Membership Membership tier designed for industry suppliers, vendors, and service providers offering preferred partner status, visibility in the buyers' guide, and access to hotel decision-makers.
• Georgia Jobs / Job Board Career platform enabling hotels to post job listings and job seekers to find employment opportunities in Georgia's hospitality industry.
• Save Georgia Hotels Grant Program $150 million ARPA-funded grant program administered by GHLA for hotel operators and employees, funding workforce incentives, enhanced safety and security, and career development.
• Stars of the Lodging Industry Awards Program Annual employee recognition program honoring outstanding lodging industry employees and properties across 9 employee and 4 property award categories, culminating in a celebratory luncheon.
• Georgia Lodging Forecast Annual industry forecast event assembling expert panelists to share data and trends shaping the Georgia lodging market, held at Georgia World Congress Center.
• Hospitality Open Golf Tournament Georgia's largest and most anticipated annual golfing event supporting essential industry initiatives from educational programs to legislative efforts.
• Hospitality Leaders Holiday Mingle Annual holiday networking event hosted at Georgia Aquarium featuring industry networking, elected official meet-and-greets, and board honor ceremonies.
• Hospitality Leaders Golf Invitational Exclusive annual golf invitational at Barnsley Resort bringing together Georgia's top lodging leaders for networking and competition.
• VoterVoice Advocacy Platform Grassroots advocacy platform enabling members to contact elected officials, track legislation, and engage in policy advocacy efforts.
• Legislative Tracking Online tracking system providing current status of House Bills and Senate Bills relevant to the lodging industry, including links to bill details and current legislative positions.
• Legislative News and Alerts Bi-weekly publications during legislative session and monthly during off-season covering legislative actions impacting hotels and hospitality businesses, distributed as downloadable PDF briefings.
• Buyers' Guide Searchable member directory categorized by business services, construction, financial services, food services, hotel operations, technology, and other supplier categories.
• Savannah Regional Meetings Bi-annual regional events in Savannah and Coastal Georgia providing legislative updates and local forecast information for budget planning.

Quantifiable outcome

• Passed Georgia House Bill 317 requiring short-term rental platforms to collect and remit hotel/motel taxes - recognized as the greatest tourism revenue driver in Georgia in more than 50 years
• +4 more outcomes

Named customers9 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

Partnerships

Nine partnerships are on record, tiered core and minor.

• STR (CoStar Group)coreStrategic or Co-development Partner · 22 May 2022STR played important roles in securing the $150 million ARPA grant, providing data, analytics and support in the development of the proposal for the Save Georgia Hotels grant program.
• American Hotel & Lodging Association (AH&LA)coreStrategic or Co-development PartnerAH&LA played important roles in securing the federal grant, providing data, analytics and support in development of the proposal. GHLA also channels AH&LA resources to members including research, newsroom access, advocacy materials, and certifications.
• Georgia Department of Economic DevelopmentcoreStrategic or Co-development PartnerDeputy Commissioner Jay Markwalter recognized Chris Hardman's work in supporting Georgia's lodging industry and strengthening local economies statewide. Partnership in promoting Georgia tourism.
• Governor Brian Kemp AdministrationcoreOthersGovernor Kemp announced the $150 million Save Georgia Hotels grant and partnered with GHLA to implement the ARPA-funded program benefiting Georgia's hotel and lodging industry.
• Georgia World Congress Center AuthorityminorGTM or Marketing PartnerGold sponsor for GHLA signature events including the Georgia Lodging Forecast and annual celebrations.
• Gas South LLCminorGTM or Marketing PartnerLong-time sponsor presenting the Outstanding Community Service Award at Stars of the Lodging Industry celebrations.
• Georgia PowerminorGTM or Marketing PartnerSponsor presenting the General Manager of the Year Award at Stars of the Lodging Industry celebrations.
• Georgia State University Cecil B. Day School of HospitalityminorStrategic or Co-development PartnerPlatinum sponsor and academic partner providing expertise and student involvement in GHLA events.
• Shepard Exposition ServicesminorGTM or Marketing PartnerLong-time platinum sponsor for Stars of the Lodging Industry celebrations and other GHLA events.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tennessee Hospitality & Tourism Association: Tennessee-based hospitality and tourism trade association, structurally similar to GHLA in serving the lodging and broader hospitality industry at the state level in the Southeastern U.S. with comparable advocacy and event programming.
• New York State Hospitality & Tourism Association: New York-based state hospitality and tourism trade association, comparable in advocacy, training, and member benefits to GHLA. Serves a major Northeastern market with similar scope of state legislative engagement.
• Florida Hotel & Lodging Association: State-level hotel and lodging trade association for Florida, comparable in mission (advocacy, events, member services) and structure to GHLA. Serves a similarly large tourism-dependent state with strong member engagement programs.
• Texas Hotel & Lodging Association: Texas-based state lodging trade association providing similar advocacy, training, and member services. Comparable as a state-level industry body in a major hospitality market with similar legislative engagement model.
• Pennsylvania Restaurant & Lodging Association: Pennsylvania-based combined restaurant and lodging trade association, comparable as a state-level industry body offering advocacy, training, and member services across hospitality segments.
• Illinois Hotel & Lodging Association: Illinois-based state lodging trade association with comparable advocacy, training, and member service model. Represents a Midwestern hospitality market with similar regulatory complexity to Georgia.
• California Hotel & Lodging Association: California-based state lodging trade association offering comparable advocacy, training, and member benefit programs. Represents the largest U.S. state lodging market with similar scope of legislative and regulatory engagement.
• North Carolina Restaurant & Lodging Association: North Carolina-based combined restaurant and lodging trade association offering similar advocacy and member services as GHLA in a comparable Southeastern state with shared tourism and legislative priorities.

Broad incumbents

• American Hotel & Lodging Association: National trade association for the U.S. lodging industry and an existing strategic partner of GHLA. Provides the most direct structural comparison as a broader-scope industry body with national reach and shared advocacy mission across all 50 states.
• U.S. Travel Association: National trade association for the broader U.S. travel industry, including lodging. Provides comparable industry advocacy and research at the federal level, structurally aligned with GHLA's mission but operating at a broader industry scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/GHLA
• LinkedInlinkedin.com/company/georgia-hotel-lodging-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Georgia Hotel & Lodging Association