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Hotel leaders gather in Ottawa for HAC Conference 2025
More than 350 delegates from across Canada’s hotel sector gathered in Ottawa on June 16 and 17 for the Hotel Association of Canada’s (HAC) national conference. Held at The Westin Ottawa, the annual gathering brought together hotel ownership groups, brand executives, general managers, suppliers and advocates to examine the industry’s outlook and strategic priorities.
The “Sustainability – Saving Through Efficiency” panel was led by Anick Levesque, managing director of Green Key Global. Left to right: Kevin Lisso (EnerSavings Inc.), Michelle Marley (Electronic Products Recycling Association), Gina Sears (Winnow), Alison Hunter (Hyatt Place Ottawa West). Photo courtesy of HAC.
The 2025 theme, “Thriving in Uncertainty,” largely reflected industry optimism while contending with high operating costs, talent shortages, and shifting traveller expectations.
The two-day event featured keynote presentations, data briefings, breakout panels, and experiential programming. It also served as the official launch of HAC’s 2025 Business Intelligence Report, developed in partnership with CBRE Hotels.
A data-rich start
The program opened with a “Speed Stats” session, highlighting a strong upward trajectory in demand. Delegates learned that tourism in Canada is projected to grow at an annual rate of 5.42 per cent through 2030. More than 300 million hotel-related searches were recorded in Canada in the past year, reflecting both robust interest and heightened competition for bookings.
According to the 2025 business intelligence data, 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—across full-time, part-time and seasonal roles—with $13.4 billion in total wages. Government revenue totalled $11.7 billion, including $6.5 billion in income and payroll taxes, $3.4 billion in sales and excise taxes, and $1.8 billion in municipal property and hotel taxes.
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.
Labour shortages remain a primary concern
Staffing challenges were a central theme across the program. The “Winning the Talent War” session featured representatives from Deloitte, Alphabet, Workland and Fairmont Hotels & Resorts, offering insight into retention, recruitment and workforce branding strategies.
Operators reported significant difficulties 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. Immigration, though seen as a critical part of the solution, was described as inconsistent in terms of both policy execution and processing times.
Focus on long-term strategy
During the “CEO Quickfire – the strategy edition” panel, leaders from Accent Inns, Fairmont and Choice Hotels Canada discussed how their organizations are planning amid 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.
Discussions also addressed performance disparities across regions. While urban centres and resort destinations have largely rebounded, many smaller markets continue to see lower occupancy and weaker margins.
Cross-border travel and global context
A dedicated session focused on the United States as Canada’s most important international source market. Attendees examined how border friction, air connectivity and consumer trends are shaping the pace of recovery. While visitation from U.S. travellers is increasing, operators emphasized the need for coordinated marketing and policy support to maintain momentum.
The international context was also explored in terms of competition. With global destinations aggressively courting leisure and business travel, Canadian hoteliers stressed the importance of cost competitiveness and sustainable development as part of their long-range planning.
Sustainability as cost management
Sustainability was not framed solely as an environmental imperative but as a financial strategy. A session hosted by Green Key Global outlined how simple retrofits—such as LED lighting, occupancy-based thermostats and low-flow fixtures—can cut utility costs by 30 to 40 per cent while improving a property’s environmental profile.
Delegates also participated in a sustainability walking tour of The Westin Ottawa, which showcased on-site waste diversion, energy-efficiency technologies and operational best practices.
Keynote address by author and risk strategist Dan Gardner. Photo courtesy of HAC.
Advocacy and engagement with the new government
With a new federal government in place since February, HAC emphasized the importance of engaging recently elected MPs and ministers on key sector priorities. The association promoted its updated advocacy toolkit, encouraging members to reach out to policymakers on issues including business-event recovery, workforce development and sustainability investments.
The hotel sector’s direct and indirect fiscal contributions were highlighted in the 2025 report, which showed $11.7 billion in annual tax revenues across all levels of government. Of that total, $4.2 billion went to the federal government, $3.5 billion to provinces and territories, and $1.8 billion to municipalities.
A look ahead
The conference concluded with a keynote address by author and risk strategist Dan Gardner, who spoke on leadership and decision-making in uncertain conditions. His talk tied together many of the themes explored during the event: adaptive thinking, data-informed planning and collaboration.
The 2025 edition of HAC’s national conference reflected an industry in active transition—one that has regained volume but is still rebuilding margins, restoring workforce capacity and preparing for the structural changes that lie ahead.
As delegates departed Ottawa, the message was clear: Canada’s hotel sector is stabilizing, but continued investment, policy engagement and operational agility will be key to securing long-term resilience.
