What is FORWARD / BUILD & ELEVATE?
AHLA Foundation’s premier leadership development program, FORWARD / BUILD & ELEVATE, returns in 2026 for its fifth year. More than 250 women in hospitality have advanced their careers through this transformative, year-long program.
- Open to all industry members.
- A year-long leadership development program focusing on five areas of development: executive presence, negotiation, advocacy, career development, and networking.
- BUILD – Mid-to-senior level managers, directors & new VPs.
- ELEVATE – VPs, SVPs, GMs, with 12+ years of progressively responsible experience.
- Three-day, in-person practicum to be held February 17-19, 2026, in Washington, D.C.
- Monthly coaching sessions and virtual workshops to deepen learning and growth.
Testimonials
Frequently Asked Questions
Who should apply?
BUILD is for recognized leaders who:
- Are mid-level – senior managers, directors, senior directors, newly appointed vice
presidents, and/or general managers of mid-scale hotel properties. - Have at least five years of progressively responsible work experience, including people
management and budget accountability. - Have been identified as high-potential and demonstrate strong drive to reach senior levels
in their organization.
ELEVATE is for recognized leaders who:
- Are senior-level – vice-presidents or higher (or equivalent responsibility), including single or
multi-unit GMs of upscale/luxury properties and business owners. - Have at least 12 years of progressively responsible work experience, including a least two
years at a vice-president level or higher. - Manage a team of people and have budget accountability.
- Have been identified as a high-potential leader and demonstrate strong drive to reach the
top levels in their organization.
Program Commitment (12 months)
- Orientation & leadership assessments (1 month)
- Three-day, in-person practicum (Washington, D.C.)
- Executive coaching (4, 1-hour small group or individual coaching sessions)
- Virtual workshops (4, 2-hour sessions)
- Reflection and launch into the FORWARD / NETWORK
How to Apply
- Participant application detailing experience and goals.
- Champion nomination from a senior leader in your organization.
Role of a Champion
- Submit nomination and program fee approval
- Support participant’s time commitment
- Advocate for leadership growth within the organization
Benefits
- Leadership skill development (executive presence, negotiation, advocacy, career
development, and networking) - Personalized executive coaching
- Network of women leaders in hospitality
- Readiness for senior and executive roles
How do I apply?
There are two steps toward participating in BUILD or ELEVATE. Interested individuals must be nominated by a Champion within their organization who submits information about their nominee’s impact at work and leadership potential. The applicant also applies with information about their personal leadership experiences and career aspirations.
The FORWARD brand launched in 2018 as an annual conference to recognize the women of the hospitality industry and champion the next generation of leaders. The annual conference serves as the FORWARD program’s pinnacle event and provides attendees an opportunity to hear from hospitality industry leaders, learn and grow with tailored sessions, and network with peers.
BUILD & ELEVATE is a year-long leadership development program that equips women in hospitality to advance their careers by building skills in executive presence, negotiation, advocacy, career development, and networking through an in-person practicum, monthly coaching, and virtual workshops.
The FORWARD / Network (formerly Ambassador Program) is open to AHLA members working in the hospitality industry that are passionate about the FORWARD initiative to advance women in hospitality. Network members will receive recent updates and information on both FORWARD and AHLA Foundation programs, along with invitations to upcoming in-person and virtual engagements.