Five Year Strategic Plan

After a fifteen month process, which included countless hours of discussion and feedback from our members, stakeholders, elected and community leaders, our Central Florida Hotel and Lodging Association's Board of Directors approved the following five-year strategic plan. This new strategic plan was revised on November 20, 2024 and will be the roadmap that will strengthen our industry and our organization into the future.

Our new Mission and Vision is the following.

MISSION: We represent the Central Florida Hospitality Industry, by setting the standard of excellence through advocacy, collaboration, education, recognition, and service.

VISION: The Central Florida Hotel and Lodging Association is the largest, most recognized, and effective regional hospitality association in the United States. As a critical community partner, our efforts create a place where people desire to work, visit, and play.

ADVOCACY

KEY INITIATIVE:

CFHLA and the CFHLA PAC/PC are the most recognized and influential regional trade association political committees in the State of Florida.

OBJECTIVES:

1. Create a strategy to identify and fill key leadership roles at the local & state level that have significant influence on policy/regulation of the hospitality industry.

2. Create a strategy that focuses and identifies the key issues that are essential to the hospitality industry and properly utilize our resources to achieve success (less quantity, more quality).

3. Increase and expand the average individual and corporate donations to the PAC/PC.

4. Expand and diversify our volunteer leadership pipeline (have a succession plan in place).

5. Advocate for solutions to community wide issues including workforce housing and transportation.

MEMBERSHIP

KEY INITIATIVE

CFHLA is the most recognized and influential regional trade association in the State of Florida.

Membership will increase year over year for the next five years.

OBJECTIVES

1. Meet or exceed identified target goals and increase membership retention.

Lodging Member Goals:
Currently, there are approximately 450 total hotels in the Central Florida region. In 5 years, CFHLA strives to gain approximately 40 new properties and represent at least 68% of the hotels/resorts in the Central Florida region.
Stretch Goal - In 5 years, CFHLA strives to gain approximately 70 new properties and represent at least 75% of the hotels/resorts in the Central Florida region.
Allied Member Goals (currently 450 Allied Members): In 5 years, CFHLA strives to increase our Allied Membership to 750 total (grow by approximately 50 new members each year).

2. Create opportunities for Allied Members to be part of higher-level boards, councils, and decision making.

3. Cater to the commitment and networking expectations of the Allied Members and seek feedback annually.

4. To engage younger and less involved lodging executives and mid-level leadership in CFHLA.

COMMUNITY

KEY INITIATIVE

CFHLA will positively impact the economic opportunities in our region by positioning and demonstrating the involvement and importance of the hospitality industry in the growth, development, and support of our local community.

OBJECTIVES

1. Address competition from other business sectors and enhance our community partnership.

2. Increase funding and giving from the CFHLA Foundation..

3. Expand the philanthropic work and fundraising efforts of CFHLA Members, Committees, and Councils.

4. Increase time and funding, including additional student scholarships, to develop future hospitality leaders.

INDUSTRY RECOGNITION

KEY INITIATIVE

CFHLA will promote hospitality as an attractive, dynamic, and diverse industry which allows for significant development and career growth opportunities.

OBJECTIVES

1. Create a CFHLA monthly member and/or individual spotlight. Highlight on social media and website.

2. Identify tangible opportunities to elevate the perception of our industry:
- build Brand awareness
- increase marketing awareness
- identify a developing workforce

3. Create an innovative campaign to reach our future workforce and targeted demographics by:

- highlighting compelling industry employee stories
- showcasing the "day in the life" of hospitality
- creating a sizzle reel which features local properties and resorts

WORKFORCE DEVELOPMENT & EDUCATION

KEY INITIATIVES

CFHLA will support its members by creating an inclusive work environment that attracts, retains, and develops a talented, energized, and diverse workforce.

OBJECTIVES

1. Primary and Secondary Education: Expand and strengthen partnerships with hospitality and culinary programs at local schools in the Central Florida region.

2. Post Secondary Education: Strengthen partnerships with existing and/or new college/university hospitality and culinary programs.

3. Employee Recruitment & Retention: Promote the benefits of working in the hospitality industry and engage in recruitment efforts to attract and retain a skilled workforce.

4. Career Development: Increase engagement of young professionals in the hospitality industry. This includes upskilling industry professionals in order to expand career opportunities.

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