24 Oct Promoting Prosperity: The Latino Hotel Association’s Mission to Build Wealth Through Ownership

As part of Avendra’s recognition of Hispanic Heritage Month 2023, the Latino Hotel Association (LHA) is spotlighted for its groundbreaking efforts to promote Latino ownership in the hospitality industry. Under the leadership of Lynette Montoya, LHA is creating opportunities for Latinos to transition from management roles to ownership, where the potential for generational wealth lies.

Montoya, who sold her first hotel in San Antonio, recalls the absence of Latino representation at investment conferences. “I knew from that moment I needed to help make a change,” she said. Since becoming LHA’s president in 2016, she has worked tirelessly to educate Latinos about hotel franchising, financing opportunities, and operational support. Montoya emphasizes the role of education and mentorship in overcoming cultural and knowledge barriers that hinder Latino ownership.

The inaugural Latino Hotel and Entrepreneurship Investment Report (LHEI) highlights progress, noting that Hispanics now comprise 9.1% of accommodation ownership in the U.S., with payrolls for Hispanic-run accommodation firms growing six times faster than the industry average. Through initiatives like the annual LHA conference, Montoya connects aspiring Latino owners with mentors, resources, and actionable strategies, empowering them to take the leap into hotel investment.