Countdown to Missoula: Register for MLHA 2025

October 21–23 | Missoula, MT

Three days of big ideas, fresh strategies, and connections that matter. This year’s lineup brings powerhouse expertise straight to the stage, featuring our keynote speaker, Tim Lockie.

Tim Lockie — AI and Hospitality

Founder of The Human Stack and creator of AI for Anyone, Tim is reshaping how organizations approach technology without losing the human touch. His keynote and follow-up session, ConciergeGPT: Your Hotel’s 24/7 Digital Concierge, will demonstrate how to utilize AI as a tool for enhancing guest service and strengthening hospitality teams.

Want a head start before October?

Tim’s course, AI for Anyone, is a fast, 60-minute, hands-on training for beginners. MLHA members and partners get 10% off with code MLHA.

Back to the Future–Themed Kick-Off

Break out your neon, legwarmers, or best Marty McFly impression for our Back to the Future–themed Trade Show Kick-Off (costumes encouraged!), featuring exhibitor networking, hors d’oeuvres, and a bar. Thank you to Stockman Bank for sponsoring this year's kick-off. And yes, there will be a DeLorean.

Enchantment Under the Sea-Themed Awards Banquet

Join us for the Enchantment Under the Sea–themed Awards Banquet, where prom glam takes center stage. Please dress up in your best prom outfits! We'll be awarding standout members of the hospitality world and singing karaoke at the after-party with a live DJ! Thank you to Ecolab for sponsoring this year's Awards Banquet.

Agenda Highlights

• TBID Statewide Meeting — statewide collaboration and strategy session
• General Manager Roundtable — peer-to-peer discussion on operational challenges and solutions
• Annual Membership Meeting — legislative and tourism updates, board elections, and announcement of future conference locations
• Kevin Kicking Woman (Blackfeet Nation) — special presentation during the Hospitality Awards Banquet. Thank you to Lambert Hotels for sponsoring this presentation.

The trade show is sold out—a record turnout of vendors across IT, marketing, branding, commercial linen, and more. Don’t miss your chance to connect with the businesses shaping Montana hospitality’s future.

Need help logging into MemberClicks to register? Email Ella at ella@benchmarkpublicaffairs.com or Peggy at peggy@mtlha.com.

Additional Bylaws Amendments

In accordance with Article VIII of the MLHA Bylaws, this serves as the official notice of proposed amendments to the Bylaws that will be considered on October 23, 2025, at the annual meeting of the membership to be held at the Hilton Garden Inn in Missoula beginning at 9:00 am.

Step into Leadership: Apply for a Board Seat

As we look ahead to the 2025 MLHA Annual Conference & Trade Show in Missoula, October 21–23, we’re calling on you to play an active role in shaping the future of Montana hospitality.

This is your chance to bring your voice to the table and help guide the direction of our industry. Board service is about championing our members, building connections, and ensuring Montana hospitality continues to thrive. If you’re ready to lead, learn, and make an impact, we encourage you to apply.

Four Board positions are up for election in 2025. The terms for the Association's current officers run through 2026. To be deemed qualified to serve on the board, applicants must be a General Manager, Property or Regional Director of Operations, or owner of an Active member property.  The property must have been a member of the association for at least one year.

As a result of recent changes to the MLHA Bylaws, board nominations will remain open until the voting process is completed at the annual business meeting of the membership on October 23, 2025. Individuals may self-nominate. The Nominations Committee will review all applications to confirm eligibility. Information about each qualified candidate will be shared with the membership as it becomes available.  Candidates will be invited to make brief comments at the annual membership meeting before the commencement of voting.

Host the 2026 MLHA Sales & Marketing Retreat!

Is your property ready to shine? MLHA is seeking a host location for the 2026 Sales & Marketing Retreat, scheduled to take place in late April or May. This annual event brings together marketing and sales professionals from across Montana’s lodging industry for networking, learning, and fresh ideas.

As host, your property will showcase its best hospitality—providing meeting space, lodging, and an opportunity to highlight your community through activities and excursions.

Proposals are due October 6, 2025. Hosts will present their proposals at the Sales & Marketing Council meeting during the MLHA Fall Conference in Missoula.

Interested in hosting? Contact Paula Ruark at paular@townpump.com for details and to submit your proposal.

Montana Overall: Occupancy declined to 74.2% (from 78.5% in August 2024), while ADR held nearly flat at $207.72 (vs. $206.93). RevPAR fell -5.0% year-over-year, with softer demand weighing on overall performance.

Billings: Occupancy decreased to 67.3% (from 74.7%), and ADR dropped to $140.67 (from $151.77), resulting in a -16.6% decline in RevPAR. Total room revenue saw a significant pullback, reflecting one of the steepest declines among Montana markets.

Bozeman/Yellowstone: Occupancy dipped to 80.1% (from 82.2%), while ADR eased slightly to $278.27 (vs. $278.65). RevPAR slipped -2.7%, showing stable rate strength but softer demand compared to last year.

Missoula: Occupancy edged down to 79.0% (from 82.0%), with ADR falling to $227.77 (vs. $261.16). RevPAR dropped -15.9%, marking a notable decline in both rate and demand.

Helena/Great Falls: Occupancy decreased to 72.2% (from 74.9%), with ADR at $142.48 (down from $147.25). RevPAR declined -6.7%, reflecting weaker summer demand in this region.

Butte: Occupancy fell to 71.5% (from 80.0%), with ADR down to $141.09 (from $146.72). RevPAR dropped -14.1%, reflecting sustained weakness across both rate and occupancy.

Flathead/Glacier: Occupancy moderated to 78.1% (from 83.6%), but ADR rose strongly to $264.98 (from $252.11). RevPAR slipped slightly -1.7%, with robust rate growth offsetting softer occupancy.

Updates from the Montana Department of Commerce

The Agritourism Grant Program will accept applications through October 23. These grants support tribal and agricultural businesses and rural communities by assisting with diversifying operations, developing and enhancing agritourism opportunities, and generating tourism revenue for the benefit of local Montana economies. 

The Opportunities in Rural Economies Program suite has been reimagined with a new grant offering and updated guidelines; the program has completed the Administrative Rule Making process and will operate under these guidelines going forward. The application portal for the ORE Loan Participation Program will open on October 1 and close on October 28. The ORE LPP will have $8 million in available funding, with a required 1:1 match.

• The ORE Program is now accepting applications for Economic Development Organizations to enroll in the program. The enrollment period is open-ended, and any organization engaged in active economic development is encouraged to apply. Lenders who are interested in participating in the program are encouraged to reach out to program staff for more details and will need to execute a General Lender Loan Servicing Agreement. For more information, contact Business Resource Partner Josh Bennett at 406-841-2748 or at josh.bennett@mt.gov.

The Wood Products Revolving Loan Fund is now accepting new applications under updated program guidelines. The program has transitioned to a loan participation structure for funding requests of up to $2 million and will continue to offer direct loans for amounts under $1 million. The application portal will remain open until all available funding has been committed to eligible businesses. Currently, the WP RLF has $4 million available for lending. For more information, contact Program Specialist Chris Ryan at chris.ryan@mt.gov. 

The Montana State Small Business Credit Initiative 2.0 Loan Participation Program application portal for remaining Tranche Three funds will remain open until all available funds are fully obligated. Submissions will be reviewed in the order they are determined to be fully and properly completed. Upon completion of all required application materials, the application will be scored and reviewed by the loan review committee. All application determinations, approved or denied, will be promptly provided to the participating lenders. This process will continue until all funds have been committed to eligible businesses. Future opportunities will be supported through recycled SSBCI 2.0 funds as loans are repaid.

The Montana State Small Business Credit Initiative 2.0 Loan Participation Program-Recycled Funds application is now open and will remain so for the duration of the program, with capital availability contingent on repayments from existing borrowers. A list of participating lenders with funds for recycling can be found on the SSBCI webpage.

Native American Collateral Support Program funding available: The NACS Program is now accepting applications online, which can be found on the website under “Application Process.” Currently, $150,509.61 in cash funding is available. For more information, contact Program Specialist Chris Ryan at chris.ryan@mt.gov or 406-841-2594.

Other Tourism Ecosystem Updates

Linked below are notes from the September 24th Tourism Partner Call, as well as some information about a webinar taking place next week.

Zartico Webinar Details -  Enhancing Your Destination Insights with POIs

October 8

10:00 am

Register: https://zartico.zoom.us/webinar/register/WN_V_cXW6QlRbOGR01WHZkCVw [zartico.zoom.us]

Description: Join Zartico for a practical walkthrough on how to expand and refine your Points of Interest (POIs) to better understand visitor movement in your destination. We’ll cover which POIs to add, how to update your existing list, and the simple steps to submit your changes for review.

During this webinar, you’ll:

• Get a quick overview of Zartico Intelligence and the datasets we use.
• What is a Zartico map and why is it important?  
• Understand which POIs make the biggest impact.
• Learn how to submit POI updates for review.