Welcome to the New HALA

We’re proud to announce a bold new rebrand of the Hotel Association of Los Angeles!

This isn’t just a new logo and a new look. It’s a new driving principle: the hospitality industry thrives when everyone thrives.

What does that mean? A hotel performs best when all team members—from managers to bellhops to housekeepers—are valued, heard, and empowered. And L.A.’s hotel scene is strongest when all properties—from international chains to family-owned boutiques—have a seat at the table. That’s because all boats rise together.

A lot’s at stake right now—because L.A. County needs a healthy hotel scene. Communities depend on our industry to provide good-paying jobs and fund critical social services and infrastructure improvements. And our hotels—from art deco timepieces to sleek, modern giants—are the lenses through which the world sees and experiences L.A.

Since our founding in 1932, HALA has been the heartbeat of L.A. hospitality—working hard to protect and grow our industry. That remains our foundation as we evolve into this new attitude—with a focus on four main activities:

• Advocating for the industry.

• Celebrating & supporting people.

• Unifying a diverse industry.

• Embracing the future.

HALA’s members share a common purpose: to create great experiences for the people who come to our iconic destination from around the world—to serve up the magic our visitors expect.

Together, under the HALA banner, let's write the next chapter of Los Angeles hospitality.

If you haven’t yet, join us in our efforts to make hospitality the most prosperous industry and the best career choice in L.A. County.