Happy New Year from MLHA!

As we turn the page to 2026, we enter not only a new year but an election year, one that will shape the policy environment for Montana's hospitality and tourism industry in meaningful ways. For MLHA, this moment brings both opportunity and responsibility: to stay engaged, to elevate our collective voice, and to ensure decision-makers and the public alike understand our priorities.

We look forward to working alongside you in the months ahead as we navigate the shifting landscape together.

Input Needed for Our Next Lunch & Learn: Risk Management

We are planning a second Lunch & Learn in early 2026 focused on Risk Management (date to be determined), and we want to ensure the content reflects what matters most to you.

What keeps you up at night when it comes to managing risk?

• Staffing and HR
• Guest safety
• Insurance and claims
• Contracts and vendors
• Something else entirely

Please reply to this email and let us know which topics you'd most like us to cover so we can tailor the session to your needs.

Advocacy Update: AHLA Grant & Bed Tax Education

MLHA recently received a large grant from the American Hospitality Alliance, a collaboration between the American Hotel & Lodging Association (AHLA) and the International Association of Hotel Associations (ISHA), to conduct a public opinion poll focused on tourism and Montana's bed tax. This work—led by MLHA's government affairs team—will help us better understand public sentiment, refine messaging, and strengthen advocacy efforts to protect this critical revenue stream heading into the 2027 legislative session.

The project includes:

• A statewide public opinion poll (launching soon!)
• More than 20 stakeholder meetings (many with MLHA members)
• Results and analysis to follow

In addition, we will be launching a mini bed-tax education series in upcoming monthly newsletters. We encourage you to share these resources with your teams and networks.

Bed Tax at Work: Montana Heritage Center

The new Montana Heritage Center is now open, and it is a powerful example of the bed tax at work. Portions of this beautiful new museum, toured by the MLHA Board during construction and visited by Benchmark staff in recent weeks, were funded in part by bed tax collections generated by Montana's tourism economy.

Looking Ahead: 2026 Convention Ideas Wanted

MLHA is already beginning to think creatively about the 2026 Convention, and we want your ideas. If you have recommendations for a strong keynote speaker or theme for the 2026 Convention, please share your thoughts. Your insights will help fuel our creative direction.

We look forward to reconnecting with everyone soon.

Share Your News with MLHA!

We also invite members to share:

• Personal, hotel, or corporate news
• For-sale items
• Articles or announcements you'd like shared with the membership

Please send submissions to Ella, and we'll help amplify them through MLHA communications.

Meet Joann Gore: Supporting MLHA and Our Members

We are also pleased to introduce Joann Gore, who recently joined Benchmark Public Affairs as Vice President of Association Management, and will be assisting with MLHA.

Joann brings more than 20 years of experience in association management and member engagement. Joann is recognized for her strategic vision, brand building, and ability to foster strong relationships across organizations and industries. Her arrival represents a meaningful expansion of Benchmark's association management capabilities, adding dedicated capacity to support member engagement, operations, and long-term growth.

We're excited to have Joann supporting MLHA and look forward to the expertise and continuity she brings to our work with members. She will be working with Peggy and Ella to continue delivering excellent service to our membership.

Thank you for being part of MLHA. We look forward to an engaged, productive, and impactful year ahead.

Montana Overall: Occupancy declined to 42.8% (from 45.2% in November 2024), while ADR edged down to $120.21 (vs. $122.40). RevPAR fell 7.1% year-over-year, with softer demand and slightly lower rates weighing on overall performance.

Billings: Occupancy increased modestly to 44.5% (from 43.9%), while ADR declined to $107.71 (from $116.03), resulting in a 6.0% decline in RevPAR. Lower rates drove the year-over-year decrease despite marginally improved occupancy.

Bozeman/Yellowstone: Occupancy dipped to 41.7% (from 44.3%), while ADR decreased to $143.26 (vs. $145.99). RevPAR declined 7.5%, reflecting softer demand and modest rate pressure compared to last year.

Missoula: Occupancy increased to 47.0% (from 44.4%), while ADR declined to $133.22 (vs. $138.05). RevPAR rose 2.2%, with stronger demand offsetting lower rates.

Helena/Great Falls: Occupancy edged down to 44.7% (from 47.0%), with ADR essentially flat at $110.49 (vs. $111.25). RevPAR declined 5.4%, reflecting slightly softer demand and stable pricing.

Butte: Occupancy fell sharply to 38.1% (from 58.4%), while ADR declined to $103.47 (from $116.35). RevPAR dropped 42.1%, reflecting a significant year-over-year pullback in both demand and rate.

Flathead/Glacier: Occupancy increased to 39.6% (from 36.7%), while ADR declined slightly to $102.33 (from $105.16). RevPAR increased 5.1%, with improved occupancy offsetting modest rate softness.

Updates from the Montana Department of Commerce

The Montana Emergency Tourism Assistance Program will open Jan. 5, 2026 with an application deadline of Feb. 5, 2026 at 11:59 p.m. The METAP is a state-funded opportunity to distribute grant awards for tourism-related emergency service projects in rural areas. Visit the grants and loans portal to apply.

Commerce’s Community and Economic Vitality team will host an informational workshop via Zoom focusing on the upcoming grant cycle for the Montana Historic Preservation Grant Program. This workshop will provide an overview of the program, including the application process, timeline and eligibility requirements. It's scheduled for Jan. 15, 2026 from 12-1:30 p.m. 

Commerce is accepting applications for the Community Development Block Grant Planning Program. Cities, towns, counties and consolidated city-county governments are eligible to apply by 11:59 p.m. on Jan. 16, 2026. Visit the grants and loans portal to apply.

Commerce announces the Opportunities in Rural Economies Economic Development Organization Capacity Building Grant. The grant application window will open tomorrow and is available only to EDOs that have completed the enrollment process with Commerce. This 10:1 match grant is designed to help enrolled EDOs increase their internal capacity to better serve underserved businesses, invest in technological improvements and innovations, expand training and professional development opportunities for staff and support other activities that strengthen economic development in their regions. If your organization is interested in enrolling in the ORE Program or has questions about the grant, contact Business Resource Partner Josh Bennett at 406-841-2748 or josh.bennett@mt.gov.

The Montana Tourism Development Grant Program, formerly known as the Pilot Community Tourism Grant Program, will accept applications until Jan. 22, 2026 at 11:59 p.m. The MTDG is a state-funded opportunity, building tourism in a manageable, sustainable way that can stimulate and diversify Montana’s local economy, protect and enhance local resources and foster community pride without compromising the qualities that make local communities so special.

The Big Sky Film Grant is open. This grant program aims to build and support partnerships with filmmakers and production companies to create Montana film industry jobs. The application deadline is Feb. 15, 2026 at 11:59 p.m. MST. For more information, contact Commerce's Film Office.