11 Mar Breaking Barriers: How Mentorship Can Drive Latino Hotel Ownership

The Latino population, one of the fastest-growing demographics in the United States, represents significant entrepreneurial potential. Despite making up 19% of the population, Latinos account for only 9% of hotel entrepreneurs, according to the Latino Hotel and Entrepreneurship Investment Report. Leaders like Lynette Montoya, President and CEO of the Latino Hotel Association, are working tirelessly to address this gap by advocating for mentorship, education, and financial accessibility for Latinos aspiring to enter the hotel ownership space.

Montoya highlights that many Latinos lack awareness of hotel ownership as a viable opportunity. She emphasizes that brands must increase engagement and offer resources, including mentorship programs, financial partnerships, and industry events to bridge this knowledge gap. “Most of the time, when I’ve spoken to Latinos, they’ve indicated that there has been no knowledge that they could own a hotel,” Montoya said. With Latinos driving 78% of labor force growth over the next decade, addressing these barriers could unlock significant economic opportunities.

Partnerships are key to overcoming these hurdles. Brands like G6 Hospitality and organizations such as the National Association of Hispanic Real Estate Professionals are already collaborating with the Latino Hotel Association to provide pathways for ownership. Industry leaders like Mike Lakusta, CEO of EthniFacts, and Carlos Rodriguez Sr., founder of Driftwood Capital, also stress the importance of building generational wealth through education, community support, and strategic partnerships. Their collective efforts aim to demystify financing, improve representation at industry events, and foster a supportive ecosystem for Latino entrepreneurs.