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Lynette Montoya | 2023 Latina of Influence

We are pleased to announce that Lynette Montoya, CEO of the Latino Hotel Association, has been selected as a Hispanic Lifestyle 2023 Latina of Influence. Ms. Montoya will be recognized for her leadership in our community during Hispanic Lifestyle’s Connecting Latinas of Influence – Dallas/Fort Worth event on October 11, 2023.

Lynette Montoya, CEO of the Latino Hotel Association (LHA) since 2015, is focused on providing Latino entrepreneurs industry resources, education and training, and networking opportunities to build wealth through hotel ownership and investment.

Ms. Montoya has been actively involved in the hotel industry for more than 25 years, working as a hotel broker for properties throughout the United States. Ms. Montoya is the founder of the Hispanic Chamber of Commerce in Santa Fe, New Mexico and served as its founding executive director. She is also a board member of Architecture 2030, a non-profit think tank tackling climate change through the design of the built environment. As director of economic development for the City of Santa Fe, Ms. Montoya was instrumental in many integral projects including the development and construction of a new convention center. Recently, as President of LHA, Lynette was instrumental in the strategic partnership with the US Hispanic Chamber of Commerce (USHCC) a mutually beneficial professional relationship with the goal of enhancing and advancing Latino entrepreneurs.

Lynette serves on the Advisory Council of the California State University Hospitality and Tourism Management Education Alliance and volunteers extensively in her community, where she has been a key member of charities serving the homeless, battered women, and other vulnerable populations.

Ms. Montoya is also a member of the Board of Directors of Tourism Diversity Matters (TDM), which works to benefit the tourism industry through focus on four primary pillars: Apprenticeships, Workforce Development, Diversity Equity and Inclusion, Research and Data. She also serves as a member of AHED Alliance for Hospitality Equity and Diversity and FIU endeavor.


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