Hotels & Resorts
Association of Franchisees & Owners – North America


ASFONA is a Hotel Industry Association comprising Investors, Owners/Operators & Franchiseed originally formed to interface with Starwood Hotels & Resorts on behalf their constituents doing business with Starwood's brands in North America.

Following the acquisition of Starwood by Marriott International, ASFONA's mandate became to interact with Marriott during the joining together of the two companies. Under the terms of an Engagement Agreement ASFONA continued to to assist Marriott in ensuring the successful integration of Starwood's "Legacy Brands" into the Marriott organization.

During this period of integration, ASFONA has been transitioning to become an independent, non-brand affiliated Hotel Owner/Operator Association whose purpose is now to informally represent investors, owners/operators in developing relationships and communications with major hotel companies. The ASFONA Board of Directors themselves representing numerous Independent and major International hotel company brands comprising over 1,500 Hotels that they manage/operate or have in ownership.

The most recent Board Meeting highlighted "Hyatt Hotels" and was held at the Hyatt Regency, Chicago Downtown on February 19th - 2020. This meeting was attended by a number of senior executives from Hyatt Hotels and the days meeting was in held in two separate sessions:

!/ The morning Owner/Operator "only" Board of Directors Meeting - together with a number of Hyatt Hotels senior management team during which the group discussed Hyatt's impressive global brand portfolio focusing on the wide range of opportunities for investment and brand growth.

2/ The afternoon "Open General Session" with Associate Members, Hotel Industry Guests and Smith Travel Research. The Hyatt team presented the entire Hyatt Global Brand Portfolio, Brand Positioning, growth plans and exciting aspects of their "Wellness" & "World of Hyatt" loyalty program.

News Updates

ASFONA Board Meeting

At the first meeting of 2020 the ASFONA Board of Directors extended a warm welcome to Hyatt Hotels Corporation, which is headquartered in Chicago. Hyatt is one of the world’s leading global hospitality companies with a portfolio of 20 premier hotel, resort and spa/wellness brands. Hyatt also operates the very popular World of Hyatt® loyalty program.

The Hyatt hotel portfolio currently comprises more than 900 properties in 65 countries across six continents, and has plans to open nearly 200 additional properties in the Americas by 2022. The company's overarching mandate, which they presented at the ASFONA meeting, is to “care for people so they can be their best.”

“As ASFONA continues to diversify its focus on the hotel industry’s leading hotel organizations, it was an honor to welcome the team from Hyatt Hotels to meet our group,” said John Shingler, ASFONA's President. “With over 20 outstanding brands in its portfolio, Hyatt represents extensive opportunities for our Owner/Operator and Management Company Members, as we move into 2020 and beyond.” Shingler stated.

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