Wisconsin Hotel and Lodging Association

What Wisconsin Hotel and Lodging Association does

The Wisconsin Hotel and Lodging Association (WHLA) is a nonprofit trade association founded September 24, 1896 at the Plankinton House in Milwaukee and headquartered in Brookfield, Wisconsin. It serves as the recognized collective voice of Wisconsin's lodging industry — hotels, motels, resorts, inns, bed & breakfasts, vacation rentals, and supporting suppliers — and ranks as the sixth largest state lodging association in the United States. WHLA operates through approximately eight staff plus a Madison-based contract lobbyist and Milwaukee-based lodging legal counsel, and is governed by a member-elected Board of Directors.

WHLA's product portfolio is centered on six tiered membership categories (Lodging Properties priced $255 to $7.55/room; Associate Vendors from $525 Basic to $8,000 Gold; CVBs/Chambers $475-$680; Educational Institutions $340; Students $10; Lodging Executives complimentary), plus recurring revenue from the annual Wisconsin Lodging Conference & Trade Show (80+ exhibitors, tiered sponsorships up to $5,000), advertising across the 140,000+ circulation annual Wisconsin Lodging Directory, the quarterly InnTouch magazine, the weekly Wisconsin Lodging Insider newsletter, and the annual online auction (60+ getaway packages). Distribution is run through a member portal (myWHLA/web.wisconsinlodging.org), direct sales staff (Membership Director, Strategic Partnerships & Sales Coordinator), and three local chapters (Greater Milwaukee, Madison Area, Greater Green Bay) plus the Wisconsin Women in Lodging (WWIL) affiliate with 200+ members.

WHLA does not build proprietary technology; its infrastructure relies on third-party platforms including Issuu (digital directory), mcjobboard.net (career center), and charityauctions.com (online auction). Its strategic partnerships with the American Hotel & Lodging Association (AHLA), the International Society of Hotel Associations (ISHA), the Tourism Federation of Wisconsin, AHLEI for training/curriculum, and STR (CoStar Group) for occupancy benchmarking anchor its value proposition of unified advocacy, industry intelligence, education, and networking for Wisconsin lodging properties of all sizes.

Name

Wisconsin Hotel and Lodging Association

Legal name

Wisconsin Hotel and Lodging Association

Website

https://wisconsinlodging.org

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

1–10 employees

Short description

The Wisconsin Hotel and Lodging Association (WHLA), founded in 1896, is a nonprofit trade association headquartered in Brookfield, WI that provides advocacy, education, marketing, and networking services to Wisconsin's lodging properties, hospitality vendors, CVBs, and hospitality students through tiered memberships, an annual conference, and statewide chapters.

Ownership category

akta.pro rank

Headquarters

HQ city

Brookfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Dues: WHLA generates primary revenue through tiered membership dues from six member categories: Lodging Properties (room-count-based pricing from $255 to $7.55/room), Associate Vendors (Basic $525, Bronze $4,000, Silver $6,000, Gold $8,000 per year), CVBs/Chambers ($475–$680/year), Educational Institutions ($340/year), Students ($10/year), and Lodging Executives (complimentary). Dues vary by room count, membership tier, or organization type.
2. Conference & Trade Show Revenue: The annual Wisconsin Lodging Conference & Trade Show (November) generates revenue through exhibitor booth sales, sponsorships (presenting $5,000, signature $3,500, elite $2,500, and tiered premier/deluxe/friend levels from $300 to $1,750), and attendee registration fees. The 2026 event features 80+ exhibitors at Kalahari Resort Wisconsin Dells.
3. Publications & Marketing Services: Revenue from advertising in the annual Wisconsin Lodging Directory (140,000+ copies), InnTouch magazine (quarterly), Wisconsin Lodging Innsider newsletter, targeted marketing program sales, and member directory listings. Sponsorship and advertising opportunities span print and digital channels.
4. Online Auction: WHLA hosts an annual Getaway to Wisconsin Hotels Online Auction (June) featuring 60+ getaway packages from member properties. While primarily a member benefit and fundraising vehicle, it also generates transaction-based revenue through the auction platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels13 records

Core offering

WHLA is a nonprofit trade association serving Wisconsin's lodging industry through tiered membership programs, legislative advocacy, industry publications, educational events, and marketing platforms. It provides lodging properties, vendors, CVBs, and hospitality students with advocacy representation before state legislators, industry intelligence, networking opportunities, certifications, and marketing channels such as the annual Wisconsin Lodging Directory and the Wisconsin Lodging Conference & Trade Show.

Product overview

The Wisconsin Hotel and Lodging Association (WHLA) operates as a nonprofit trade association offering a suite of membership-based products and services for the Wisconsin hospitality industry. The core portfolio includes the annual Wisconsin Lodging Directory (print and digital), the Wisconsin Lodging Conference & Trade Show, quarterly Lodging Innsights regional events, the Stars of the Industry awards program, Action Day legislative advocacy events, and member webinars. Supporting products include the WHLA Career Center job board, the WisconsINN Getaways email newsletter, the myWHLA member portal, and the annual Online Auction. Sub-brand programs include Wisconsin Women in Lodging (WWIL) and Madison Area Hotel Lodging Association (MAHLA) chapters, plus publications including the weekly Wisconsin Lodging Insider and quarterly InnTouch Magazine.

Differentiator

Problem solved

Functional benefit

Products and services

• Wisconsin Lodging Directory Annual printed and digital directory featuring Wisconsin lodging properties, distributed in 140,000+ copies statewide and accessible online via Issuu. Serves as a marketing platform for member properties and a consumer travel planning resource.
• Wisconsin Lodging Conference & Trade Show Annual statewide conference and trade show held each November at WHLA member properties throughout Wisconsin, featuring world-class education, a trade show with 80+ exhibitors, networking, and the Stars of the Industry Awards. Targets hotel owners, general managers, and hospitality vendors.
• Wisconsin Lodging Innsights Quarterly traveling educational events that bring regional education and networking to lodging professionals across Wisconsin. Events are hosted at member properties and feature WWIL luncheons followed by regional educational programming.
• WHLA Action Day Annual legislative advocacy event where WHLA members gather at the Wisconsin State Capitol in Madison to meet one-on-one with state legislators and advocate for the lodging industry. The 2026 Action Day is scheduled for January 21, 2026.
• WHLA Career Center Online job board connecting Wisconsin hospitality employers with candidates statewide. WHLA members post job openings at no cost and applicants can search and apply for positions ranging from entry-level to management across Wisconsin lodging properties.
• WisconsINN Getaways Monthly consumer email newsletter delivering Wisconsin lodging deals and travel packages to subscribers. Serves as a consumer marketing platform that drives travelers to WHLA member properties across the state.
• Getaway to Wisconsin Hotels Online Auction Annual online charity auction featuring over 60 Wisconsin lodging getaway packages including resort stays, boutique hotels, golf escapes, and foodie experiences. Bidding opens in June via the charityauctions.com platform.
• Stars of the Industry Awards Annual awards program recognizing excellence across Wisconsin's lodging industry, including Spirit of Hospitality, Hero of Hospitality, Wisconsin Lodging Hall of Fame, Educator of the Year, Development Excellence, Associate of the Year, Corporate Champion, and Innkeeper of the Year awards.
• WHLA Member Webinars Members-only educational webinars covering topics including law, marketing, sales, social media, H2B visa programs, and industry forecasting, led by industry experts, legislators, and WHLA staff. Archive of past webinars is available 24/7 to members.
• WHLA Membership Program Tiered membership program offering six member categories — Lodging Properties, Lodging Executives, Associate Vendors, CVBs/Chambers, Educational Institutions, and Students — with room-count-based pricing for properties and tiered subscription pricing for vendors. Members receive advocacy representation, weekly newsletters, free webinars, networking events, and discounted conference registration.

Quantifiable outcome

• Sixth largest state lodging association in the United States
• +6 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Partnerships

15 partnerships are on record, tiered flagship, major and core.

• Kalahari Resort Wisconsin DellsflagshipStrategic or Co-development Partner · 1 November 2026Kalahari Resort in Wisconsin Dells is the host venue for the 2026 Wisconsin Lodging Conference & Trade Show (November 1-3, 2026). WHLA events are held at WHLA member properties, with the board emphasizing rotation around different areas of the state.
• American Hotel & Lodging Association (AHLA) - Hotels on the HillmajorStrategic or Co-development Partner · 1 January 2026WHLA participates annually in AHLA's Hotels on the Hill advocacy event in Washington D.C. In 2026, WHLA brought the largest single-state delegation in the country (19 Wisconsin hotel leaders, members, and staff) to advocate for the hospitality industry before federal legislators.
• International Society of Hotel Associations (ISHA) - Award RecognitionmajorGTM or Marketing Partner · 1 January 2026WHLA received the 2026 ISHA Award of Excellence for its Targeted Marketing Program at the ISHA Summer Conference in Chicago. This recognition enhances WHLA's credibility and visibility within the international hotel association community.
• American Hotel & Lodging Association (AHLA)coreStrategic or Co-development PartnerWHLA is affiliated with the American Hotel & Lodging Association as a Partner State Association. This affiliation allows WHLA members to access AHLA benefits, and WHLA connects its members to national AHLA resources, events (such as Hotels on the Hill in Washington D.C.), and advocacy efforts. Independent property WHLA members can sign up for AHLA membership through WHLA to receive both state and national benefits.
• International Society of Hotel Associations (ISHA)coreStrategic or Co-development PartnerWHLA is affiliated with ISHA, and WHLA's Targeted Marketing Program won the 2026 ISHA Award of Excellence. ISHA provides a network of state and international hotel associations for peer exchange and best practice sharing.
• Tourism Federation of WisconsincoreStrategic or Co-development PartnerWHLA is affiliated with the Tourism Federation of Wisconsin, connecting the lodging industry with the broader Wisconsin tourism ecosystem. This partnership supports WHLA's advocacy and networking efforts within the state's tourism economy.
• American Hotel & Lodging Association Educational Institute (AHLEI)coreStrategic or Co-development PartnerWHLA partners with AHLEI to offer training for every step of hospitality careers. AHLEI provides industry-developed curriculum, training materials, and certifications. WHLA directs members to AHLEI resources including Safe Stay, Sexual Harassment Prevention, Understanding Unconscious Bias, and Guest Service Gold training programs.
• Madison Contract LobbyistcoreOthersWHLA retains a contract lobbyist in Madison to monitor new and pending legislation, review bills, and provide position recommendations to the Board of Directors. The lobbyist works with the Legislative Tourism Committee and assists in planning WHLA Action Day.
• Lodging Legal Counsel (Milwaukee)coreOthersWHLA retains lodging legal counsel in Milwaukee to provide complimentary legal advice to members. The association also operates a Legal Corner on its website providing articles on FLSA overtime rules, ADA website compliance, NLRB employee agreements, non-compete provisions, and Corporate Transparency Act obligations.
• STR (CoStar Group)majorOthersSTR, acquired by CoStar Group in 2019, provides WHLA with premium data benchmarking, analytics, and marketplace insights. WHLA members receive monthly occupancy reports from STR as part of membership benefits. STR also delivers the annual Wisconsin Lodging Forecast webinar.
• Gold Sponsors: Ecolab, Rural Mutual Insurance, KLB InsurancemajorGTM or Marketing PartnerWHLA's Gold Sponsors include Ecolab (global leader in water, hygiene, and infection prevention solutions), Rural Mutual Insurance (Wisconsin-focused farm and business insurance), and KLB Insurance. These sponsors support WHLA events and programs, receiving prominent recognition and brand visibility.
• Greater Milwaukee Hotel & Lodging AssociationcoreChannel Partner/ Reseller/ DistributorGMHLA is a local chapter of WHLA operating in the Greater Milwaukee area. It is run by a local board and hosts events and meetings to discuss region-specific needs and promote industry engagement. GMHLA has its own board of directors and is an affiliated organization of WHLA.
• Madison Area Hotel Lodging AssociationcoreChannel Partner/ Reseller/ DistributorMAHLA is a local chapter of WHLA serving the Greater Madison area. It connects hotel and lodging professionals through networking, education, and industry insight. MAHLA hosts member meetings, educational sessions, and events, with dues of $2.00 per room for lodging members and $200 for associate members.
• Greater Green Bay Lodging AssociationcoreChannel Partner/ Reseller/ DistributorGGBLA is a local chapter of WHLA operating in the Greater Green Bay area. It is run by a local board and hosts several events and meetings to discuss region-specific needs and issues while promoting industry engagement and camaraderie.
• Wisconsin Women in Lodging (WWIL)coreChannel Partner/ Reseller/ DistributorWWIL is a female-based organization, a chapter of WHLA, and a state affiliate of AHLA. Established in 2013 by Amy K. Simchak, WWIL has over 200 members. It gives female hoteliers and allies opportunities to connect with industry leaders, gain career momentum, and contribute to the Wisconsin lodging industry. Membership is free to WHLA member employees.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• STR (CoStar Group): STR provides lodging performance benchmarking data and the monthly occupancy reports WHLA distributes to members, plus the annual Wisconsin Lodging Forecast webinar. While not an association, it is a deeply integrated data and analytics partner serving the same lodging operator audience.
• Wisconsin Restaurant Association: Wisconsin's statewide restaurant trade association and natural adjacent peer, serving the food-and-beverage side of the same Wisconsin hospitality ecosystem WHLA's lodging members operate in. Comparable in nonprofit trade-association structure and state-level advocacy focus.
• Tourism Federation of Wisconsin: A core WHLA partner connecting the lodging industry with Wisconsin's broader tourism ecosystem for joint advocacy and promotion. Comparable as an in-state tourism-aligned organization that amplifies WHLA's reach to CVBs, chambers, and destination marketing partners.

Direct peers

• American Hotel & Lodging Association: AHLA is the national trade association for the U.S. lodging industry and WHLA's direct upstream partner as a Partner State Association. It is structurally comparable because it provides advocacy, training (AHLEI), networking, and member-benefit services to lodging operators across the same property categories WHLA serves in Wisconsin.
• Indiana Hotel & Lodging Association: Indiana state lodging association with similar advocacy, membership, and event programming for hotel and lodging operators. Comparable in structure and Midwest lodging-market focus to WHLA's Wisconsin footprint.
• Minnesota Lodging Association: State lodging trade association for Minnesota with a comparable Midwest hospitality base, member categories (lodging properties, associate vendors, CVBs), and advocacy focus. It mirrors WHLA's structure and serves a directly adjacent market with similar tourism composition.
• Illinois Hotel & Lodging Association: A neighboring state lodging trade association serving Illinois hotels, motels, resorts, and inns. It is highly comparable to WHLA in mission, structure, tiered membership model, advocacy role in Springfield, and annual conference format, differing primarily by geography.
• Ohio Hotel & Lodging Association: Ohio's statewide lodging trade association providing advocacy, education, and networking to hotels and lodging properties. Comparable to WHLA in tiered membership, annual conference and trade show, and state-level legislative representation for the lodging industry.
• Michigan Restaurant & Lodging Association: Combined hospitality trade association representing Michigan lodging operators and food service. Comparable to WHLA in its lodging-side advocacy, education, and member-services mandate, though broader in scope by including restaurants.
• Pennsylvania Restaurant & Lodging Association: Combined hospitality trade association serving Pennsylvania lodging operators, with comparable advocacy, networking events, education, and tiered membership programs. Functions as a structurally similar state-level lodging association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/groups/12145710
• Xx.com/wislodging
• Facebookfacebook.com/WisLodging

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wisconsin Hotel and Lodging Association