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What is it? Created as a service for smaller and independent properties with limited marketing budgets, but also of value to larger properties, our lodging members can now access complementary professional marketing advice that will be targeted to meet your unique needs in increasing your bottom line!

Who can participate? Only current WH&LA lodging member properties are eligible, as a free membership service.

How does it work? 

  • Three marketing service companies have committed to provide complementary marketing consulting services exclusively for WH&LA lodging members within certain guidelines. You get to choose which company you wish to work with.
  • You will provide some requested background information about your property and current marketing choices (confidential of course!), so that the vendor can spend some analysis time up front. You can also specify what type of marketing assistance you are looking for, so it is even more customized.
  • The vendor will contact you within two weeks of receiving your information, and will spend at least 15 minutes on the phone with you asking any further questions and giving you specific suggestions to help you to more successfully market your property.

What does it cost? This service, as outlined, is complementary to our lodging member properties. Should you wish to seek enhanced or ongoing services beyond this complementary package, you would need to discuss this directly with the vendor for their pricing.

How do I sign up? 

  1. Complete the WH&LA Marketing Concierge Registration Form.
  2. Think about what type of marketing consulting that you need the most, and note it on the form, so that you get what you are looking for.  Some examples could be: a new marketing message for your property, suggestions on your website, help with identifying your target markets and how to reach them, help with a basic Marketing Plan to start with, etc.  If you are unsure, just say so, and the consultant will determine the expertise most needed.
  3. Be prepared for the consultant’s call within the next two weeks, so that you can take full advantage of their expertise in the time you have with them. Learn what you can implement to improve your bottom line… and then you can take it from there!

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The Wisconsin Chapter of HSMAI is launching soon! The kickoff meeting will be held at the Madison Concourse Hotel & Governor’s Club on Thursday, March 9 from 2-4pm.

The kick-off event will give participants the opportunity to mingle with fellow hotel Sales, Marketing, Revenue Management leaders, as well as industry suppliers and vendors. John Parke, founder and President of Leadership Synergies, will be the Keynote Speaker. He will share his expertise on the following topics:

  • Differences between professional education and training
  • How to put your best foot forward in your career and continued development
  • 2020 success discussion – a peek into the future of our industry

You will also get a glimpse into the brand new Wisconsin Chapter of HSMAI and meet the new Board of Directors. The Board is excited to grow this inaugural chapter and invite you to consider joining HSMAI and serving on a committee.

HSMAI Members and Non-Members are invited to join for Free!

Learn more on the Facebook Event Page.

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI’s MEETAdrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region.  There are three regions: the  AmericasAsia Pacific, and Europe, and a chapter in the UAE.  Each region has geographic chapters and signature programs and services for association members.

Contact Jen Yakimicki Guimond, HSMAI Wisconsin President at or Katie Marron, HSMAI Wisconsin VP of Marketing at to be added to the HSMAI Wisconsin distribution list to be in the know of future events.


Tags: , , , , , , has compiled a comprehensive guide to 2012 franchise fees in the lodging industry. The guide covers all segments of the industry, from economy to luxury, and provides contact information, and information on construction costs, initial fees, royalties, marketing and reservation fees.

Download the 2012 Franchise Fees Guide here.

The above link is password protected for lodging members only. If you need help logging in, email Michelle in the WH&LA office or call 262/782-2851.


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WH&LA has compiled more than 60 cost-effective ways to market and promote your lodging property to specific target audiences – check out the 2012 Marketing Guide and find a promotion that best suits your needs!




Options include:

  • Digital billboards for as little as $199 per campaign
  • Print co-op ads in publications targeting meeting planners, bus group tours and leisure niches
  • Monthly & seasonal special online showcases at
  • Email newsletters sent to more than 8,400 subscribers

Check out all that WH&LA can do for your bottom line, and plan your summer & fall marketing campaigns now!


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Search engine marketing is often highly tactical; it involves checking things off a list to ensure the highest potential for visibility in the search engine results pages (SERPs). But social media is a completely different space. While developing a presence there can be beneficial, diving right in can be harmful (especially for smaller properties) without first establishing a solid plan. Search (on the organic side) is about doing; social is about planning.

What do you have time to do well?
Before running around yelling things like “We need Tumblr, Pinterest, Twitter, and Scribd accounts and we need them YESTERDAY!” take a step back and consider how much time you actually have in a given week to do the ongoing maintenance of posting content, responding to comments and overseeing your social media platforms.

Remember: The only people who will notice that you don’t have an insert social media profile here account are the people who already are using them. So if you have them but don’t use them effectively, it can be worse in the long run than doing nothing.

What are your guests already doing?
Rather than starting with a specific social medium and trying to figure out what to say on it, it’s often more productive to first figure out where your current demographic is active. Unless your brand is aggressively trying to break into a new market segment, starting where the conversation is already happening is often your best bet. And with 845 million monthly active users (as of December 2011), Facebook is a must even for smaller brands.

Now that we have a starting point, it’s time to jump into some time-saving tactics… continue reading at


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Questions? Email Jennifer in the WH&LA office or call 262/782-2851.


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Do you have a good promotion that you would like to put in front of our more than 2,500 Facebook and Twitter followers? Every Wednesday we post an exclusive promo from one of our member properties, and we run Facebook ads to drive traffic. The cost is $125, and space is filling fast – there are only a handful of weeks left for the rest of the year. You can reserve the week of your choice by clicking here.


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Are you looking to boost your summer reservations?

If so, then take a look at this Summer Fun Guide CoOp  opportunity.  For only $199, you can position your property in front of more than 48,000 people in the affluent areas of Waukesha, Brookfield, Elm Grove, Lake Country & Oconomowoc. Some of the details:

  • Have a median household income over $72,000
  • Have a median household value over $260,000
  • Plan to travel in the next 12 months – 52%

Your full-color listing will include a photo, 45  words of text, plus your property contact information. Publication dates begin May 18, 2011 and continue through June 5, 2011.

In 2010, WH&LA ran a co-op in the Fall Fun Guide that was very popular. To see a copy of that ad click here.

Please note that orders are due on Friday, so order now! Email Bill in the WH&LA office or call 262/782-2851 with questions.


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Want to get great exposure across the Midwest as the featured property on the cover of the 2012 Wisconsin Lodging Directory? Then Enter the Lodging Directory Cover Contest! It’s free to enter and open to all sizes and types of WH&LA member properties in Wisconsin. Plus, we’ve changed the fee structure for this year’s contest and have added a social media promotion campaign where the traveling public gets to pick the winner.  Be sure to check out the program’s new structure, deadline and fees in the details below.

WH&LA member properties may submit up to two photos featuring indoor or outdoor locations at their Wisconsin lodging property. No identifying signage is allowed. Web-resolution photos may be submitted for judging, but a high-resolution, print-quality version must be available should your photo be chosen as the winner. No exceptions.

Photos must be e-mailed to Michelle in the WH&LA office by Friday, April 1 at 5 p.m. Photos received after the deadline will not be considered. Hard-copy photos may be mailed to WH&LA Lodging Directory Cover Contest, 1025 S. Moorland Road, Suite 200 Brookfield, WI 53005.

All photo entries will be submitted to a third-party, outside design firm for first-round judging, where 12 finalists will be chosen. Each of the 12 finalists will be charged a $300 promotion fee.

The 12 finalists will each have a 2012 Lodging Directory cover designed and displayed at a special page at from Tuesday, April 12, through Monday, May 9. The traveling public will be able to vote for their favorite cover on the page. Each finalist will also be featured in a special edition of the WisconsINN Getaways e-mail newsletter n April, sent to nearly 6,000 subscribers. Additionally, finalists will be promoted via WH&LA’s Facebook and Twitter accounts throughout the voting period, and finalists are encouraged to promote the contest through their own social media channels. The winner of the cover contest will be announced on Tuesday, May 10.

The Fine Print
Finalists will be notified and billed the $300 promotional fee on or around April 12, 2011. If payment is not received by April 26, 2011, the property’s image will be disqualified. Only properties that have paid by the deadline will be featured in the promotional e-mail. The finalist that is chosen as winner must renew its WH&LA membership on or before to June 30, 2011 to be eligible to be featured on the cover. The winner must also continue or expand its Lodging Directory advertising commitment from 2011. If a property wins the cover contest but chooses not to renew membership, it will be disqualified and the second-place finalist will be named the winner. WH&LA reserves the right to refuse any photo submission for any reason.

Questions? Contact Michelle in the WH&LA office via e-mail at or call 262/782-2851.


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Is your property in need of some targeted, early fall exposure? Check out two new low-cost marketing opportunities available through WH&LA.

Waukesha County/Lake Country Fall Fun Guide Co-op
Reach more than 39,000 households throughout Waukesha County, including: Brookfield, Elm Grove, Lake Country, Oconomowoc and Waukesha. The median household income in this target area is $72,000 with a median age of 38. This co-op opportunity is similar to other WH&LA co-ops like MPI and Midwest Outdoor, which includes a photo, up to 45 words of text and full contact information for your property. This is a glossy, 4 color special section insert into four different community newspapers throughout Waukesha County – Brookfield-Elm Grove Monthly, Oconomowoc Enterprise, Waukesha Freeman & Lake Country Post. The cost is $170. Download the sign-up form here. DEADLINE FOR SIGN-UP IS MONDAY, AUGUST 2.

WRMN 1410 Chicago’s Radio Travel Show Trade Out
WH&LA has organized a special campaign withthe Radio Travel Show on WRMN1410AM radio in the Chicago market to advertise September as “Wisconsin Getaway Month.” Your property will be promoted during this campaign by making a trade out with the station – it’s as simple as this: you trade room nights for radio commercials.

The radio station will provide you with advertising credits based on the number of rooms traded, based on your highest rack rate. Each 60 second radio spot is valued at $80. If your property trades 10 gift certificates valued at $160 each, you would receive a $1,600 credit – which is 20 radio spots! WH&LA will also get to run general ads to drive traffic to based on of the total number of room night trades from participants. Bonus: You will receive a free on-air interview during the Radio Travel Show if you trade 8 certificates or more! Online sign up form and additional details on this program can be found here.


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