"Advocacy is storytelling"

Rosanna Maietta sits at the center of some of the hotel industry’s most important conversations—about advocacy, access and what owners need next. As president & CEO of the American Hotel & Lodging Association, she works closely with hoteliers across the spectrum, from global brands to fiercely independent properties.

With an eye on what’s ahead in 2026, Maietta brings a clear, grounded perspective on where the industry has shared opportunities and where independents play an outsized role in shaping what comes next.

—Interview by Jennifer Glatt, edited by Bianca Prieto

As AHLA looks ahead to 2026, what’s the single outcome you’d most like members to feel has improved because of the association’s work?

As an industry, we have such pride in who we are, what we do, the people we serve and the team we do it with. If we can harness that pride and share it with local officials, state government leaders and members of Congress on a regular, consistent basis, we can be incredibly influential as an industry. Advocacy is storytelling, and we have so many wonderfully passionate stories in the millions who work in this industry. This is the year we want them to get engaged and tell their stories to elected officials. It will make a difference. 

Independent hotels often experience policy shifts first and most acutely. How is AHLA ensuring that the priorities of independents meaningfully shape its advocacy agenda, not just sit adjacent to it?

Expanding and intensifying our focus on independent hotels has been a priority at AHLA. We saw that with the tax legislation, where our major wins—preservation of the qualified business deduction, restoration of business interest deductibility to align with pre-tax earnings, bonus depreciation—were really critical for small businesses. We organized a trip to Washington, D.C. for our independent hotels so they could tell their stories directly to their members of Congress and highlight the issues most important to them in meetings. Our Independents & Boutiques Committee is among the most active and robust within AHLA, with six meetings scheduled over the coming year.

In conversations about labor, regulation and sustainability, what do you see as the most underutilized opportunity where branded and independent hoteliers actually share more common ground than they might realize?

It is AHLA’s job to protect, unite and promote the hotel industry. Across the board, whether independent or branded, we are hearing from members about workforce changes, increased operating expenses and uncertainty. At AHLA, we tackle these issues in state houses and in Congress every day. 

AHLA’s Heart of the House tours are uniquely effective for our independent members to invite elected officials in for a behind-the-scenes tour so they can talk to employees directly and hear first-hand the challenges they are experiencing and how it relates to policy, but also how important they are to their communities and the traveling public. These visits are truly memorable for the officials and for their staff and can bolster relationships that have a tremendous impact over time. 

For owners navigating economic pressure, staffing challenges and rising guest expectations all at once, where can AHLA be most actionable in 2026 (beyond awareness or thought leadership)?

AHLA membership is the most powerful avenue for independent hotels to coordinate and focus their efforts to address challenges through policy changes. We’re working at the local, state and federal levels to keep workforces strong, protect the rights of property owners and broaden opportunities for growth and development. At the state and local level, that means challenging burdensome wage ordinances and building performance standards. 

At the federal level, we’re aggressively advocating for legislation that helps hotels sustain year-round staffing levels. We’re also providing support and training materials for the industry’s efforts to prevent human trafficking, and through the AHLA Foundation, we’re providing resources to help independents recruit, retain and advance hotel employees at every level, especially through long-standing partnerships with the academic community and hospitality schools. 

Beyond that, I know that owners get particular value from AHLA as a partner in their sustainability efforts, through initiatives like Hotel Kitchen to help them reduce food waste, Responsible Stay to make sustainability good business and Green Key certification to help them promote their commitment. 

Anything else you’d like to share?

I mentioned our Independents & Boutiques Committee, but I also want to stress how essential independent members are to our industry as a whole. Independent hotels are partners in our advocacy, and we need more at the table. They have an opportunity to make a big impact by participating in AHLA’s industry events, where they can network, find their community and access the full range of AHLA’s resources. 

With major events coming up to mark America’s 250th birthday, commemorate 100 years of Route 66 and welcome fans to FIFA World Cup games, I’m excited to see and amplify everything our independent members will be doing to put their unique stamp on these celebrations. We’re here to help them celebrate.

AHLA has put a significant emphasis on specifically supporting independent hoteliers through new benefits and dedicated support on its membership team.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Bianca Prieto.