American Hotel & Lodging Association Announces Lauren McCann and Jen Collins as Recipients of the Arne Sorenson Social Impact Leadership Award: You Need To Know

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The American Hotel & Lodging Association (AHLA), the AHLA Foundation, and the BHN Group/Northstar Travel Group have announced Lauren McCann and Jen Collins, the innovative minds behind Procure Impact, as this year’s honorees of the Arne Sorenson Social Impact Leadership Award.

Procure Impact, a pioneering B2B marketplace, focuses on sourcing products exclusively from suppliers committed to empowering individuals from marginalized communities. By prioritizing suppliers who employ trafficking survivors, veterans, refugees, and those facing obstacles like poverty, homelessness, mental health challenges, or a criminal past, the platform redefines purpose-driven procurement.

The Arne Sorenson Social Impact Leadership Award recognizes leaders in the hospitality industry who advance social responsibility, champion underrepresented communities, and implement creative solutions to societal challenges. Lauren McCann and Jen Collins exemplify these ideals through their tireless efforts to use business as a tool for positive change.

Under their leadership, Procure Impact has become a beacon of hope for individuals striving to overcome adversity. By forging connections between businesses and socially conscious suppliers, the platform not only supports economic inclusion but also helps rewrite the narratives of countless individuals.

Their groundbreaking approach to social impact serves as a powerful reminder that innovative thinking and a commitment to equity can transform lives and inspire industries to prioritize meaningful change. This award celebrates their remarkable journey and the enduring impact of their vision.

“We are honored to present Lauren and Jen with an award that reflects how they are driving positive change every day by creating real opportunities for marginalized workers,” said AHLA President & CEO Rosanna Maietta. “They are so deserving of the esteemed Sorenson Social Impact Leadership Award for their vision and leadership and unique approach and partnership with the hotel industry.”

“Lauren and Jen are richly deserving of this award, which celebrates people who care deeply about their communities,” said The BHN Group by Northstar President Jeff Higley. “Through Procure Impact, they have given thousands of hotels the means to support overlooked people and give them the dignity that comes from work.”

The Arne Sorenson Social Impact Leadership Award, established in 2022, pays tribute to the late Arne Sorenson, an industry legend and former president and CEO of Marriott International. Sorenson, who passed away in February 2021, is remembered for his unwavering dedication to social impact, diversity, and sustainability. This year, Lauren McCann and Jen Collins will receive the prestigious award during the AHLA Foundation’s annual Night of a Thousand Stars gala, set to take place on January 27 in Beverly Hills, California.

In 2024, Procure Impact collaborated with AHLA members to introduce the Dignity of Work Pledge, an initiative aimed at sourcing goods responsibly while creating 100,000 hours of paid employment for individuals facing significant barriers to work. Progress toward this ambitious goal was tracked on AHLA’s Responsible Stay website. In October, Procure Impact and AHLA celebrated achieving this milestone, made possible by 23 hospitality companies committing over $7.4 million in purchases.