WHLA Wins Prestigious 2026 ISHA Award of Excellence for Targeted Marketing Program

The Wisconsin Hotel & Lodging Association (WHLA) is pleased to announce its receipt of the prestigious 2026 Member Services Award of Excellence from the International Society of Hotel Associations (ISHA). The honor was formally presented on June 17, 2026, during the ISHA Summer Conference at the Hyatt Regency Chicago.

This national accolade recognizes the success of the WHLA Targeted Marketing Program, subtitled Turning Collective Strength into Measurable Member Impact Through Strategic Tourism Marketing.

About the ISHA Award of Excellence

​The International Society of Hotel Associations (ISHA) serves as the unified organization for professional lodging association executives across the United States and Canada, fostering professional development and industry best practices. The annual Member Services Award specifically honors programs or projects that demonstrate exceptional performance results, elevate member engagement, and strengthen member retention. Receiving this honor on a national stage highlights the effectiveness of WHLA's strategic support for the lodging industry.

WHLA Wins Prestigious 2026 ISHA Award of Excellence for Targeted Marketing Program. Photo left to right: Chris Capple (ISHA), Jordan Kaminski (WHLA), Bill Elliott, CAE (WHLA), Monica Goeke, CAE (WHLA)

Driving Member Success Through Collective Marketing Power

​The Targeted Marketing Program was heavily re-developed and expanded during the 2025/2026 fiscal year to provide affordable, professionally coordinated marketing opportunities for lodging members. By leveraging collective buying power, the program grants lodging properties of all sizes—particularly smaller, independently owned properties—access to high-value advertising placements that would typically require much larger individual marketing budgets.

The initiative achieved remarkable growth and measurable business value over the past year:
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• 107% Participation Growth: The program secured a combined total of approximately 200 additional campaign placements across multiple advertising platforms.
• WisconsINN Getaways Expansion: The internally managed email, website, and social media advertising channels experienced a 308% revenue increase and a 193% boost in member placements.
• Strong Community Retention: Driven by these practical, business-focused benefits, WHLA maintained a 91% member retention rate alongside a 43% year-over-year increase in new and reinstated members.

Internal Leadership and Collaboration

The development and execution of this initiative were driven by key members of the WHLA staff.

Lexie Mallary, Senior Graphic Designer and Marketing & Communications Manager, spearheaded the building, re-development, and modernization of the Targeted Marketing Program. Her strategic efforts transitioned the initiative into a digital-first powerhouse, incorporating advanced targeting tools—including Google Display Ads and Paid Social Media Campaigns—to effectively reach modern travelers at multiple consumer touchpoints.

Jordan Kaminski, Membership Director, provided critical collaboration throughout the process, working directly with members to align these marketing tools with the real-world operational goals of Wisconsin lodging properties and helping operators seamlessly navigate the advertising platforms.

WHLA Wins Prestigious 2026 ISHA Award of Excellence for Targeted Marketing Program. Award collection including 2018, 2021, 2023, 2025, and 2026 ISHA Awards

​Opportunities for Property Participation

The Targeted Marketing Program is structured to handle campaign coordination, graphic design, and scheduling processes so participating properties can maximize regional visibility with minimal internal resources.

Lodging operators interested in participating in upcoming co-op opportunities, digital ad campaigns, highway digital billboards, or WisconsINN Getaways placements are encouraged to contact Jordan Kaminski for customized assistance in selecting the best platform for their property's seasonal goals and budget. 

Want to learn more about the advertising options? Schedule a meeting with Jordan.

View the Award Submission