Reform Lodging (RL) was formed through the COVID-19 pandemic in 2020, when its founders realized the necessity of meaningful action and steps to protect the sustainability of the hospitality industry. It was realized that there was a need for an organization which will truly represent the voice of all owners. RL decided that it was an opportune moment to capture the hearts and voices of hospitality industry owners searching for leadership at a time of despair and uncertainty. RL aims to make changes in (something, typically a social, political, or economic institution or practice) in order to improve it. RL is comprised of true believers of the industry and its many contributions globally. Our livelihoods depend on ensuring the viability of the business, and to protect it from existential threats. We want to advocate for owners of all sizes, from the 10-room independent motel operator to the gateway city franchisee owned property. Besides advocacy, RL wants to be an incubator of sorts for driving innovation in the industry and supporting emerging hospitality industry leaders who share our lifelong passion to improve the industry and make it a compelling value proposition for new entrants. We will have a multi-faceted approach to tackling issues. This approach will include legal means, legislative approaches, and grassroots advocacy. RL does not aim to be a combative, firebrand organization. While we will want it to be established in our business that we will have a strong legal arm, our aim is to pursue meaningful change through dialogue and education with key stakeholders. RL will collaborate with other groups and organizations as it sees fit and aim to work in unity with others. RL will support its pool of vetted volunteers, grooming them for future leadership roles within the organization and beyond.