From October 14–15, the iconic JW Marriott Edmonton ICE District was buzzing with energy, as over 170 hotel owners, executives, and investors came together for Ascend 2025, and what a success it was!
This year, AHLA’S flagship event delivered cutting-edge insights into tourism trends, unlocked fresh investment opportunities, and sparked bold conversations around workforce strategy. Ascend wasn’t just a conference; it was a launchpad for the future of hospitality.
Keynote Highlights: Doug Stephens on The Business Archetypes of the Future
The day kicked off with an insightful keynote presentation from Business Futurist, Doug Stephens, who spoke about the Business Archetypes of the future. He challenged attendees to rethink the foundations of competitive strategy in today’s market and unpacked the shifts and trends that are currently reshaping consumer behavior and market competition. His key takeaway was that brands must differentiate themselves in either Design, Culture, Expertise, and Entertainment to maintain a competitive advantage in the current market.
Valuable Insights on Short-Term Rentals, Artificial Intelligence and Tourism Strategy
AHLA’s Laurie Chandler Vice President, Public Affairs led an engaging and interactive session on the impacts of unregulated short-term rentals on communities and hotels. Hoteliers across Alberta have made a significant effort to make their voice heard, and the results have been strong. Laurie encouraged attendees to take a stand and continue to speak to their local government concerning this issue.
Several key sessions centered around the importance of maintaining a strong workforce strategy.The Accommodation Outlookshared by Kirstin Hallet, CBRE’s Vice President of Valuation and Advisory Services, delivered valuable insights into factors that impact operational performance. She highlighted that Alberta's economic growth is expected to lead the country, with tourism identified as a key sector poised to support and accelerate the province’s growth.
As workforce strategies and operational excellence took center stage, AHLA’sElevate Hotel HR & Safety Programemerged as a timely resource for hotels. Elevate offers expert guidance, compliance support, and recognition tools, helping hotels to strengthen their operations and workplace culture.
The day ended with a session on Alberta’s Fiscal Landscape, led by ATB Senior Economist, Siddhartha Bhattacharya, where he covered various financial trends impacting the industry.
Sponsors and Acknowledgements
The success of the Ascend conference was made possible by the support of our varioussponsors and program partners. We also appreciate the JW Marriott team for their support in hosting the conference.
Final Thoughts
Ascend 2025 showcased the impact of innovation and a shared vision in shaping the future of Alberta’s hospitality sector, equipping attendees with actionable insights, tools, and connections to lead with confidence in this rapidly changing industry. For those looking to build on that momentum, theElevate programis a powerful next step to help hotels meet HR and Health and Safety obligations and earn recognition for doing so. We also encourage hotel owners to stay engaged as the conversations around short-term rentals continue to evolve.
