The 2025 HAC Conference Addressed Fundamental Issues for Hoteliers
By Frank Yeo
The Hotel Association of Canada’s (HAC) national conference attracted more than 350 delegates in Ottawa this last June 16 and 17 at The Westin Ottawa with the theme “Thriving in Uncertainty”. And with the political turmoil south of the border, it was indeed a very timely theme.
Hosted by Catherine Clark, President & Founder of Catherine Clark Communications, the event opened with welcoming remarks from Elder Claudette Commanda, Chancellor of the University of Ottawa and an introduction from Beth McMahon, the new President & CEO of the Hotel Association of Canada.
With tourism projected to grow at an annual rate of 5.42 per cent through 2030, and the increased propensity of Canadians to vacation at home, there was a very optimistic mood among the delegates.
The opening “Speed Stats” session pointed to strong demand: Canada’s hotel industry generated $30 billion in revenue in 2023, with $27.7 billion in value-added economic output. The sector supported 320,100 jobs with $13.4 billion in total wages. Ontario led the country with $8.4 billion in total hotel revenues, followed by Alberta at $6.6 billion and Quebec at $5.7 billion. The total hotel room inventory stood at 476,364 across 8,385 establishments nationwide.
To match the theme, the next session was entitled “Thriving in Uncertainty: Navigating Political and Economic Impacts on the Hospitality Industry”, featuring Ihsain Chahim, Senior Vice President, Corporate and Syndicated Financing at BDC, Tony Cohen, Partner & President, Crescent Hotels & Resorts Canada, and Christine McMillan, Partner, Crestview Strategy. Together, they provided insights into the recent developments, economic trends, and global dynamics, offering strategies for navigating challenges and seizing opportunities.
After a few breakout sessions, one focused on looking deeper into the industry data and the other on sustainability as a financial and environmental strategy, the program continued with the “CEO Quickfire – the strategy edition” panel. Ben Cadwell, Chief Operating Officer, North & Central America at Fairmont, Mandy Farmer, CEO Accent Inns/Hotel Zed, and Brian Leon, Chief Executive Officer, Choice Hotels Canada Inc. discussed the challenges of forward planning given economic uncertainty, fluctuating travel patterns and regulatory shifts. Panelists explored capital allocation, brand differentiation and the role of technology in driving efficiency and guest satisfaction.
There were an additional two breakout sessions in the afternoon: “Bridging Borders: US Market Insights and Strategy” and “Winning the Talent War”. The discussion in “Bridging Borders” focused on how border friction, air connectivity and consumer trends are shaping the pace of recovery. Despite travel increasing from the U.S., panelists emphasized the need for coordinated marketing and policy support to maintain momentum.
“Winning the Talent War” focused on labour shortages and human capital retention with the industry still finding it difficult filling both frontline and leadership roles. Speakers emphasized that flexible work models, stronger onboarding practices and tailored benefits are becoming essential to compete for talent in a constrained labour market.
The conference concluded with a keynote address by author and risk strategist Dan Gardner, who spoke on leadership and decision-making in uncertain conditions. Closing remarks were delivered by Tony Cohen, who has been newly appointed Chair of the HAC Board of Directors.
Engaging MPs and ministers in the new federal government was emphasized as a key priority for the Association and members who can access its updated advocacy toolkit as a resource going forward.
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