The Consumer Innovation Forum

Earlier this year, the Consumer Innovation Forum (CIF) was established by the American Hotel & Lodging Association to improve the consumer shopping, buying and stay experience. With the active participation of the hotel industry, CIF will also examine creating more cost-effective processes for the benefit of consumers, hotels and the communities in which hotels operate

Having identified these twin priorities of intermediation and distribution, CIF was established as a research venue on this topic for brands, owners and management companies, and includes active participation by 20 brands, 10 ownership groups and four management companies. In addition, there are representatives from other industry organizations including, The Hospitality Sales and Marketing Association International (HSMAI) and the Hospitality Asset Managers Association (HAMA), whose membership has a particular interest in this topic.

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