The American Hotel & Lodging Association will absorb Hospitality Technology Next Generation "to better serve and support the evolving needs of the global hospitality industry as it looks toward recovery," both groups announced March 25.

The move comes after AHLA absorbed the Latino Hotel Association in January and as the industry tries to rebound from the severe impact of COVID-19 shutdowns and travel restrictions.

AHLA reported $24 million in revenue in its most recent tax filing. HTNG reported $2.1 million.

HTNG, based outside Chicago, will gain access to more resources and C-suite-level decision makers, and AHLA will broaden its technology expertise, the groups said in a press release. The merger, which has been approved by both boards, is expected to be completed by the end of April.

HTNG staff will transition to AHLA. HTNG will also have representation on AHLA's board of directors and executive team. AHLA will retain the HTNG brand.

"AHLA and HTNG have developed a close partnership and have collaborated to champion evolving technologies that provide guests and operators with the best possible solutions and experience," AHLA CEO Chip Rogers said in a statement.

"This focus is more important than ever with the rapid transformation of technology and the rise in technology-related public policies we've seen in the last year alone, which reinforced our desire to bring them under the AHLA umbrella to better serve our respective members and support the industry as it looks toward recovery," Rogers continued.

HTNG CEO Michael Blake will join AHLA's executive team. HTNG has more than 400 corporate and individual members, including hospitality companies and technology vendors.

"While HTNG has been at the forefront of technology's growth in the hospitality industry throughout the years, combining forces with AHLA will truly serve as a positive stride in the natural evolution of our organization," Blake said in a statement. "This shift will allow us to leverage AHLA's membership and advocacy platforms, and I couldn't think of better individuals to advance our mission with."

AHLA's merger with HTNG follows its Jan. 1 formation of a "strategic relationship" with the Santa Fe, New Mexico-based Latino Hotel Association. AHLA and LHA had collaborated informally throughout the COVID-19 pandemic on the industry's advocacy and relief efforts, according to statements by the groups. As part of their strategic relationship, LHA became a member association of AHLA, and it gained representation on AHLA's board of directors.

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