Deliver Digital helps mid-market organizations make better technology decisions, vendor-neutral advisory, fractional leadership, and technology assessments across Canada and the US.
CASE STUDY / HOSPITALITY ASSOCIATION
A century of industry leadership, now with a clear technology direction
SITUATION
For more than a century, the Alberta Hotel & Lodging Association has been the voice of Alberta's hotel industry, advocating for members, championing health and safety, and reinvesting in the people and properties behind the province's hospitality economy. After a hundred years of evolving alongside its members, AHLA reached a familiar crossroads. Legacy systems were starting to strain, and a queue of strong ideas across CRM, learning management, and digital communications was waiting on a clear sense of where to start.
CHALLENGE
The challenge was not a lack of vision. It was an abundance of competing ones. Each technology priority was being weighed in its own lane, without a shared framework for sequencing decisions or a consolidated picture of what was already in place. Existing systems, including those introduced through the Business Central transition, needed to be understood before any new investment, vendor relationships needed to be assessed for fit, and AHLA's IT Projects Manager deserved alignment to a clearer strategic role.
APPROACH
Dream
We aligned leadership around the member experience outcomes the technology needed to support, before weighing any single platform decision.
Discover
We ran a structured discovery process with roughly 20 stakeholders, combining a wide-reach survey, one-on-one interviews, a documentation review, and a technology spend assessment.
Decide
We facilitated executive visioning interviews and translated shared ambition into a sequenced path across CRM, learning management, and digital communications the leadership team could commit to.
Deliver
We reframed the IT Projects Manager's role and gave leadership early visibility into future roles and implementation costs to plan ahead with confidence.
RESULTS
AHLA moved from holding multiple strategic ideas to holding one strategic direction. Decisions that had previously stalled now had a framework to move through. Leadership aligned on priorities, with a sequenced direction across CRM, learning management, and digital communications, a reframed strategic role for the IT Projects Manager, and early visibility into future roles and costs. With more than 20 stakeholders engaged across two phases, conversations that once felt circular became productive and grounded.
Deliver Digital helped us gain a clear, objective view of our technology challenges through a thorough current state analysis. This clarity empowers AHLA to chart a strategic path forward and make smarter, future-ready decisions.
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Danielle L'HeureuxChief Operating Officer, Alberta Hotel & Lodging Association