Visitors planning a trip to Lake Louise are being asked to leave their vehicles behind in order to curb congestion.

Employers in the hospitality industry in Banff and Lake Louise say they are missing out on huge revenue potential due to a lack of workers to fill vacancies.

It's not a famous mountain town like Jasper and it doesn't have NHL teams or soaring skylines like Calgary or Edmonton. But the central Alberta city of Red Deer may suddenly have something much more important: a significant endorsement from one of the most powerful brands in the global travel industry.