The Latino Hotel Association (LHA), a newly formed global organization dedicated to expanding Latino ownership, leadership and commerce in the hotel industry, today announced that it had formed a strategic alliance with the Association Mexicana Hoteles y Moteles, Mexico’s primary hotel association.

Under the alliance arrangement, the two groups will work together to increase Latino hotel investment and ownership, concentrating on basic and advanced education programs about hotel franchising, investment and development, as well as networking.  “This is the first step in our plan to bring together the global Latino hotel industry,” said Angela Gonzales-Rowe, president and founder of LHA.  “There are nearly 16,000 hotels in Mexico, the vast majority of which have no international brand affiliation.  As the hotel industry becomes more global, branding will play an increasingly important role in a property’s success.  Our initial efforts will be on educational sessions with many of the world’s leading brands, as well as conventions where members of our two organizations can network and increase Latino investment in hotels.”

“In today’s business climate, quality and awareness are leading factors for success,” said Armando De la Garza, Presidente, Asociacion Mexicana de Hoteles y Moteles en Coahuila.  “With more informed members and awareness of potential partners within our two organizations, we intend to have a long-range impact on the quality and number of hotels in Mexico.  One of the most important milestones for our members is, without a doubt, the decision to form a partnership with LHA.”

The two organizations currently are planning their first joint meeting to be held in Mexico this fall.  The session will include classes and orientation on franchising, hotel standards, finance and brand support.