Your Future in Hospitality Starts Here: 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, including our keynote, 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 60-minute, hands-on training session built for beginners. View the course here: https://thehumanstack.com/academy/aiforanyone. MLHA members get 10% off with code MLHA.
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Our conference will also feature:
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Kathy Coleman (Greenheart International) – Leveraging the BridgeUSA Program for Seasonal Hospitality Businesses
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Jill Currier (KOA) – Women in Leadership: Advancing Women and Building Guest-First Cultures.
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Mitch Staley (Montana Dept. of Commerce) – Fall Marketing Campaign Presentation
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Joel Silverman (Silverman Law) – Operational Overview of Liquor and Employment Law
Plus, visit with dozens of vendors in fields as varied as marketing and branding, commercial solar providers, IT, and more.
Don't miss your chance to attend hands-on workshops, industry trend sessions, and our Back to the Future–themed Trade Show Kick-Off (costumes encouraged!). And, break out your best 50s glam for the Enchantment Under the Sea–themed Awards Banquet.
Need help logging into MemberClicks to register? Email Ella at ella@benchmarkpublicaffairs.com or Peggy at peggy@mtlha.com.
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Celebrate Excellence: Nominate a Colleague for an MLHA Award
Do you know someone who sets the standard in Montana hospitality? Now is the time to recognize their hard work and dedication. MLHA’s annual awards will be presented at the conference, honoring leaders and team members who make our industry shine.
Award Categories:
- Lodging Person of the Year
- Sales & Marketing Person of the Year
- Allied Business Member of the Year
- Tourism Friend of the Year
- Heart of Hospitality – Front Line Team Member of the Year
You may submit more than one nomination, just complete a separate form for each candidate.
Deadline: September 22, 2025, at 5:00 p.m.
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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.
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Host the 2026 or 2027 MLHA Annual Conference & Trade Show!
The Montana Lodging & Hospitality Association is now accepting proposals to host the 2026 or 2027 MLHA Annual Conference & Trade Show, held each October. This is your chance to showcase your property, city, and hospitality to industry leaders from across Montana.
To be considered, your property must meet MLHA’s hosting requirements, including accommodations for 70–80 sleeping rooms, trade show and meeting spaces, and the ability to deliver a memorable conference experience. Proposals will be reviewed by the MLHA Board, with final selection made by the membership at the 2025 Annual Business Meeting.
Proposals are due by 5:00 p.m. on September 15, 2025.
Submit your proposal to peggy@mtlha.com or call 406-461-9945 with questions.
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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.
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Montana Overall: Occupancy declined to 76.3% (from 79.3% in July 2024), while ADR held nearly flat at $205.51 (vs. $205.53). RevPAR fell -3.9% year-over-year, with total room revenue up slightly (+0.4%) thanks to rate strength despite softer demand.
Billings: Occupancy decreased to 68.1% (from 72.8%), and ADR dropped to $141.08 (from $151.62), resulting in a 13.0% decline in RevPAR. Total room revenue decreased by 5.5%, indicating a significant decline in performance.
Bozeman/Yellowstone: Occupancy dipped to 80.9% (from 85.3%), and ADR eased to $277.21 (from $285.90). RevPAR was down 8.0%, although total room revenue rose 3.5%, highlighting resilient demand and strong rate support.
Missoula: Occupancy edged down to 81.1% (from 81.9%), with ADR at $200.33 (vs. $203.98). RevPAR declined by 2.7%, while room revenue increased by 0.7%, indicating stability despite slight year-over-year declines.
Helena/Great Falls: Occupancy decreased to 75.9% (from 77.0%), with an ADR of $148.32 (down from $151.21). RevPAR declined by 3.3%, and total room revenue dropped by 3.3%, indicating weaker summer demand.
Butte: Occupancy fell to 73.5% (from 80.4%), with ADR down slightly to $154.51 (from $156.97). RevPAR dropped 9.9%, and total room revenue decreased by 9.9%, reflecting one of the steepest declines among Montana markets.
Flathead/Glacier: Occupancy rose modestly to 81.4% (from 81.0%), while ADR jumped to $296.29 (from $275.97). RevPAR increased by 7.9%, and total room revenue rose by 7.9%, demonstrating strong rate-driven growth and outperforming other markets.
| | Updates from the Montana Department of Commerce | | |
MLHA is sharing the letter below from Mitch Staley, Chief Marketing Officer:
The State's marketing strategy for Canadian travelers
On the August 20th Pulse of Tourism call hosted by Commerce, I shared the attached research that Commerce commissioned through our data and research agency of record, Lawrence and Schiller. This deck is intended to help us better understand Canadian sentiment towards traveling to Montana.
The Commerce team has noticed several articles with inaccurate representations of the State's marketing strategy to attract Canadian travelers. While we've tried reaching out to these publications, we've been unsuccessful in getting any corrections or clarifications issued.
To better align our communication with you, we are now ready to share the results of three waves of the Canadian research, as we feel it is now providing our team with actionable information. This survey first started in April, then was collected in May and again in June, and we continue to collect a fourth wave (not reflected yet in this report).
The State's consumer marketing program, led by Commerce, is not making any significant changes in its approach to marketing Montana to Canadian travelers. As this report shows, the negative sentiment has declined by 10% over three months, while those who were already undecided on traveling to Montana or who are still coming to Montana have remained steady across the three waves. Commerce is focusing on those who are still undecided or who are still coming, maintaining positivity towards the opportunity to travel here and reinforcing the decisions of those who are planning to come already.
Additionally, if there is a strategy to adjust with this data, we believe it is to ensure that our marketing is targeting a younger Canadian demographic with children in the household. The study shows that this demographic (we call it Families on the Go) is looking for less expensive trips to take their children on.
In summary, we advise staying the course and remaining confident that Canadians are going to travel to Montana.
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