California Lodging
Industry Association

1017 L Street #527
Sacramento, CA 95814-3805

Toll Free: (800) 637-4664
Direct: (916) 925-2915
Fax: (916) 686-1321

A Message from the Board Chair

Information is Key, No Pun Intended...

Our pre-2008 business model was much like the movie, "Field of Dreams" with its over-riding message: "if you build it they will come". Or just turn on the Vacancy Sign, telling the world that you are open for business and success is yours. But gone are those days.

Now, we are purveyors of rooms to a new generation who prefer to Click in their PJ's or on a smart phone instead of thumbing through pages of books. They want it " Fast and Furious" at lightning speed on Laptops, 3 and 4 G hand held devices with apps we could not even imagine were possible. They FB, Tweet and IM 24 hours a day, 7 days a week.

Our speak has even changed, we now talk about OTA, GDS, and self-administered booking engines all wanting a piece of our business. We find ourselves living at the mercy of TripAdvisor, Yelp and Google as posting venues where our valued guests compliment or complain about their stay. We lose countless nights of sleep asking if our SEOs are correct and updated, or should I pay for PC or PA.

If this was not enough, our government is making it almost impossible to operate. We see SB – HB and wonder what is next.

So, here is the point. If you know all of these abbreviations you are doing well. If you do not know what I am talking about you need to Join CLIA, I cannot even begin to explain how much you have lost in dollars and how far behind the curve you are. We can fix that.

All my best,

Gordon Jackson
Hilton Garden Inn, Pismo Beach


Bio of Gordon Jackson


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