|
By Jordan Kaminski, WHLA Membership Director
That second trait is probably a big reason why the Wisconsin Hotel & Lodging Association is celebrating a national award this month.
Last week, WHLA received the 2026 ISHA Member Services Award of Excellence, recognizing the evolution of our Targeted Marketing Program and the measurable results it's delivering for lodging properties across Wisconsin. While the award belongs to the entire WHLA team, anyone who has worked closely with the program knows Lexie has been at the center of its growth from the very beginning. So, in the spirit of our Spotlight Conversations, I sat down with Lexie for a discussion about where the program started, where it's headed, and how she somehow manages to think about June when the rest of us are still talking about February. "Members Were Looking for Something Different"
When people see the current marketing program with Google Ads, social campaigns, amplified Getaways issues, digital billboards, and increasingly sophisticated reporting, it can feel like it's always existed.
It hasn't. A few years ago, WHLA's offerings looked very different. "A lot of our members were looking to pivot," Lexie told me. "They wanted digital opportunities. They wanted things that were trackable and measurable." At the same time, Lexie was pursuing dual certifications in digital marketing. As she learned more about Google Ads, social media advertising, and digital targeting, she began seeing opportunities for WHLA members. "I was learning all these digital platforms and thinking, 'This doesn't seem that difficult. We can help our members do this,'" she said. Many organizations would have simply added another advertising product and called it a day. Lexie looked at the situation differently. She saw a member problem that needed solving. 
More Than Ads
One thing we've always admired about Lexie is that she has never viewed marketing as simply creating advertisements.
For her, marketing is service. It's problem solving. It's relationship building. It's helping a property owner who's juggling staffing issues, maintenance emergencies, and financial planning somehow find enough time to market their business. "We're not in this for the money," Lexie said. "We're in this to help our members. They have so many things going on that taking one thing like this off their plate is not only fun for me, but really beneficial for them." That philosophy has become the foundation of the program. When members work with WHLA, they're not simply buying ad space. They're getting recommendations. They're getting creative support. They're getting campaign strategy. During our conversation Lexie joked that WHLA has quietly become a mini advertising agency. The difference is that most agencies don't know the Brandon’s, the Denise’s, the Larry’s, or dozens of other members well enough to immediately understand what makes their properties unique. Lexie does. And that's a competitive advantage that can't be replicated by software or an outside firm. Always Growing
One standout moment came when we started talking about WisconsINN Getaways.
Most organizations would be thrilled with an email list of 8,000 subscribers. Many would leave it alone. Lexie looked at 8,000 and immediately started thinking about 10,000. Then 12,000. Then 14,000. Today the Getaways audience has grown from roughly 8,000 subscribers to more than 14,000 travelers. Along the way, WHLA integrated website advertising, social media exposure, and amplified editions that continue expanding our reach. "I really feel like it's about to take off," she told me. "We're getting so much traction on those emails and on the website." That's Lexie for you. Celebrate the success. Then immediately ask how it can be better. Looking Ahead Before Everyone Else
Every time we're discussing a campaign, Lexie is already thinking about the next one.
And the one after that. And probably the one after that. I asked where that mindset comes from. "I think if you're not looking to the future, what are you looking for?" she said. Simple and direct. That future focused thinking is one of the reasons our members have been able to budget, plan, review results, and build marketing strategies with more confidence. We're not simply reacting to trends, but we're preparing for them. 
AI, Data, and the Next Three Years
Of course, no conversation about marketing in 2026 is complete without discussing artificial intelligence.
When I asked what the program might look like three years from now, Lexie's answer wasn't about replacing people, it was about learning. "If that's something we can offer to our members, we can learn how to do it," she said. "One of my favorite things is learning new things." The technology and platforms may change... But the mission won't. The goal remains helping members connect advertising investments to actual bookings, real guests, and measurable ROI. One New Arrival and One Award-Winning Team
As our conversation wrapped up, we shifted from marketing programs to the most exciting thing currently happening in Lexie's world.
She's preparing to welcome a new baby. Fortunately for WHLA, she's leaving the association in good hands. During the interview she gave a shoutout to Angelica, Monica, Bill, and much to my surprise, even me. While Lexie is away, our commitment remains exactly the same. We'll continue helping members market their properties, explore new opportunities, and tell their stories. For now, though, I think our members would agree on two things. Congratulations to Lexie Mallary on an incredible national recognition as well as a new addition to her family. And congratulations to the entire WHLA team and every member property that trusted us enough to try something new along the way. The award has the WHLA name attached to it, but the success belongs to all members who inspire the work we do everyday.
0 Comments
Your comment will be posted after it is approved.
Leave a Reply. |
Submit Content to WHLA!All WHLA members are welcome to submit news and educational content for our publications.
View our Content Submission Guidelines. Categories
All
Archives
|
RSS Feed
