From October 5-6, the Westin Calgary Airport Hotel was buzzing with conversation as Alberta hoteliers from more than 250 hotel properties gathered together for Ascend 2026.
Over two days, hoteliers explored the economic forces, tourism trends, workforce realities, and policy issues influencing Alberta's hospitality industry. More than a conference, Ascend was a forum for collaboration, bringing the industry together to share ideas, strengthen connections, and help shape the future of Alberta hospitality.
Celebrating Our Approved Employers
Ascend 2026 began with an evening dedicated to recognizing hotels that are raising the bar for workplace excellence. AHLA celebrated members who have demonstrated a commitment to strong human resources practices, health and safety, risk management, and legal compliance through the Elevate Hotel HR & Safety Program.
With 31 hotels and 5,868 rooms now recognized as Approved Employers, more properties are using the program to strengthen their workplace culture and demonstrate their commitment to excellence.
Interested in becoming an Approved Employer? Learn more about the Elevate program and how your property can earn recognition for its commitment to workplace excellence.
Keynote Highlights: Pamela Barnum on Trust, Credibility, and Influence
The day opened with an engaging keynote from communication expert Pamela Barnum, who explored how trust is built through the signals we send every day. She challenged attendees to look beyond words and consider how body language, behaviour, timing, and follow-through shape credibility and influence. Through practical examples, Pamela demonstrated how hotel leaders can strengthen workplace relationships, navigate difficult conversations, and turn everyday interactions into opportunities to build trust and influence. As she reminded attendees, "We might not be able to control the situations we encounter, but we can control how we show up."
Alberta Market, Economy & Business Intelligence
Attendees gained a deeper understanding of the forces shaping Alberta's economic outlook, evolving tourism demand, findings from the Alberta Accommodation Outlook, and the energy market factors influencing operating costs. Together, these sessions helped attendees better understand the economic, market, and operational forces shaping Alberta hospitality, equipping them to make more informed decisions in the year ahead.
Insight Into Action
The conversation moved beyond trends and into practical action. Attendees gained a current snapshot of Alberta's labour market and compensation landscape, explored what success looks like in Alberta’s new destination marketing environment, and heard industry perspectives on risk, resilience, and operational readiness. Together, these sessions helped attendees turn industry insights into practical action, providing solutions they could take back to their properties.
Members Help To Shape the Future of AHLA
AHLA's Three-Year Strategy Session gave members the opportunity to help shape the association's direction through 2030. Through live polling and small-group discussions, hoteliers shared feedback on key priorities, industry challenges, and where AHLA can deliver the greatest value.
The conference closed with Advocacy Activator, a session led by Laurie Chandler, Vice President, Public Affairs, where she provided attendees with practical strategies to engage with their local elected officials. As she stated “political risk is business risk” and hoteliers need to build relationships with the people making decisions that impact their business, before they need a favour.
If you were at Laurie’s session – don't forget to complete your Advocacy Bingo Card! .
Thank You To Our Sponsors
Ascend 2026 would not have been possible without the support of our sponsors and vendors. Their contributions helped create valuable opportunities for learning, networking, and collaboration throughout the conference. We also extend our sincere thanks to the team at the Westin Calgary Airport Hotel for their exceptional hospitality and attention to detail. Their dedication helped create a welcoming and seamless experience for attendees.
Final Thoughts
Ascend 2026 brought Alberta's hotel industry together to explore the trends, challenges, and opportunities shaping the road ahead. Ascend wasn’t just a conference. It's where Alberta's hotel leaders came together to better understand the forces shaping their businesses, strengthen industry connections, and help shape the future of hospitality.
The conversations don't end at Ascend. Keep the momentum going by staying connected with AHLA and the issues shaping our industry.