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AH&LA Partners with The Sieb Organization on Lodging Initiative

PHOENIX—The Sieb Organization, a Phoenix-based global marketing and supply chain management firm, today announced a national partnership with the American Hotel & Lodging Association (AH&LA) and its Hotel Cuisine & Lifestyle (HC&L) initiative. Targeted to the U.S. lodging channel, the HC&L initiative offers participating hotel members competitive foodservice procurement, distribution, and marketing offerings.

The HC&L initiative was developed by The Sieb Organization in partnership with Sysco Corporation. Launched in 2009, HC&L currently serves over 750 hotel members including: independent/franchised hotels, hotel management companies, and national chains. “Over the past 15 years Sieb and Sysco have worked closely with lodging businesses to lower their procurement and distribution costs, upgrade product quality levels, and drive revenue enhancement,” states Eric Sieb, CEO & Principal, in an announcement.

Eligible and compliant AH&LA members can save on their food and non-food purchases through contract pricing and rebate incentive programs. In addition, Sieb provides AH&LA members with an integrated base of marketing and programming services designed to upgrade their positioning and drive incremental revenue in all hotel foodservice outlets and departments.

The AH&LA will promote and market the HC&L partnership in all national marketing and membership media, communications, and special events. Customized HC&L/AH&LA point-of-sale and collateral materials will be provided to the national organization and 40 state partners to distribute to existing and new members. Sieb and Sysco will work closely with AH&LA and its membership to build HC&L awareness and educational levels, as well as formalize participation in the initiative.

“The HC&L initiative is dedicated to supporting the foodservice challenges and needs of our hotel members,” states Sieb, “and our partnership with AH&LA opens the door to expanding this membership base through a shared vision and commitment to building an active and productive hotel foodservice community.”

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