Hotel Association of Canada is introducing a new name and brand identity after more than a century — Hotels Canada. The change aims to better focus on critical industry priorities such as labour challenges, taxation, infrastructure, and tourism policy.
The new name and brand identity reflect a modern, united, and forward‑looking hotel industry. Hotels Canada captures the economic leadership and growth of more than 8,300 hotels operating in every community across the country, businesses that support more than 300,000 jobs and contribute $12-billion in annual government revenues. This updated identity better reflects the scale and influence of a sector that plays a foundational role in Canada’s visitor economy.
“The launch of Hotels Canada marks a natural evolution for an organization that has steadily expanded its role in national policy, economic advocacy, and leadership within the broader tourism sector,” said Beth McMahon, president and CEO. “This new identity reflects that trajectory: a clear, confident brand that elevates hotels as a cornerstone of Canada’s visitor economy — an industry with $74 billion in assets and a powerful driver of jobs, investment, and growth across the country.”
The full implementation of the new name and brand will roll out over the coming months, including updated digital assets, member communications, advocacy materials, and sector‑wide engagement.
Hotels Canada represents hotel owners, operators and provincial associations across Canada. Its work focuses on policy advocacy, research and industry coordination on issues affecting the accommodation sector.
