A Chat with the 2025 Chair

6/19/2025

By Rory Madsen, Gordon Lodge
This article was originally published in WHLA's 2025 InnTouch with WHLA Magazine.

I’m pleased to welcome you to this year’s edition of InnTouch with WHLA! Now in its second year as an annual publication, InnTouch has quickly become an important resource for our members. From the latest industry updates to our comprehensive Products & Services Directory, this publication is designed to support and connect everyone in Wisconsin’s lodging community.

Looking back over the past year, I’m proud of how the Wisconsin Hotel & Lodging Association continues to grow and strengthen its role. We remain focused on advocating for our industry, providing valuable education, and fostering collaboration among members. Through these efforts, WHLA is helping Wisconsin’s lodging sector not just meet challenges, but thrive in today’s environment.

One of the most exciting parts of our work is expanding our advocacy reach. Events like WHLA Action Day in Madison have been great opportunities for members to engage directly with lawmakers. Plus, we made a big impact at the national level by sending the largest state delegation to AHLA’s Hotel on the Hill event in Washington, D.C.—a demonstration of our commitment and influence.

This issue of InnTouch with WHLA features a wide range of articles highlighting the incredible work happening across our industry. From innovative vendor insights on improving operations and guest experience to a showcase of member-led property improvement projects across the state, there’s no shortage of inspiration. You’ll also find our expanded Products & Services Directory—a valuable resource for discovering trusted vendors who support Wisconsin’s lodging industry.

I encourage every member to stay involved in WHLA. Whether that means volunteering for a committee, attending events, or simply staying connected, your participation is what keeps our association strong and effective.

On a personal note, serving as WHLA Chairman has been a rewarding experience. It’s an honor to work alongside so many dedicated professionals who share a passion for advancing Wisconsin hospitality. I’ve made a career out of saying “yes,” and I hope that when this organization asks you to participate, you respond with an enthusiastic Wisconsin “Yes.” Thank you for your ongoing support and for being part of this amazing organization.

Here’s to another successful year ahead.

Rory Madsen

2025 Board Chair
WHLA Board of Directors
Gordon Lodge

View More Articles from InnTouch with WHLA

This article was originally featured in the 2025 InnTouch with WHLA Magazine.

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