The International Society of Hospitality Consultants (ISHC) in partnership with the Americas Lodging Investment Summit (ALIS) will present Bruce White, Founder of White Lodging, posthumously with the 2026 Pioneer Award.
The Pioneer Award, established in partnership with ALIS in 1996, recognizes an individual each year who is considered a pioneer in their field by making an outstanding contribution, achievement, or improvement in the hospitality industry.
The award presentation will take place on Tuesday, January 27, 2026, during ALIS and will include an interview with Beth White, Chair, White Lodging, and Conner White, Vice Chairman & Chief Investment Officer.
Our family, and everyone affiliated with White Lodging past and present, take great pride in what my father built and his relentless passion for the hospitality industry,
said Conner White. He was never satisfied with the status quo and wanted to help transform the industry, which is exactly what this award celebrates.
Bruce White embodied the visionary spirit that drives our industry forward. His innovative approach continues to shape how hospitality leaders think, operate, and invest. It is a privilege for ISHC to honor his lasting impact through the Pioneer Award, which celebrates individuals whose contributions elevate the entire field. Andrea Belfanti, CEO of the International Society of Hospitality Consultants
Bruce White’s legacy is synonymous with changing the landscape between franchising companies and hotel investors and operators—a landscape that remains in place 40 years after its foundation was laid. The period of exponential growth experienced in hotel franchising by third-party investors and operators was heavily influenced by Mr. White’s forward thinking and determined approach. The ALIS team is honored to be a part of this recognition of Mr. White’s influence on the industry. Jeff Higley, president of The BHN Group by Northstar
Bruce White founded White Lodging in 1985 with a single hotel in Northwest Indiana, ultimately growing the business into one of the hospitality industry’s largest privately held development, ownership, and management companies. He passed away in early 2023.
In addition to being the earliest Marriott franchisees, he introduced the first dual- and tri-brand hotels in the United States. Throughout his career, White developed, owned, and managed more than 225 new hotels over the last 40 years on behalf of White Lodging and other partners.
Past recipients of the Pioneer Award include:
- Ben Weprin (2025)
- Tracy Prigmore (2024)
- Alejandro Zozaya (2023)
- Peggy Berg (2022)
- Marilyn Carlson Nelson (2020)
- Jack DeBoer (2019)
- Wing T. Chao (2018)
- Ian Schrager (2017)
- Lyndall DeMarco (2016)
- Stephen Kaufer (2015)
- Michael Bedner (2014)
- Steve Rushmore (2013)
- Chip Conley (2012)
- Kathleen Taylor (2011)
- Leland C. Pillsbury (2010)
- J.W. Marriott (2009)
- Jean Gabriel Peres (2008)
- Stanley Selengut (2008)
- Jean-Claude Baumgarten (2007)
- James E. Burba (2007)
- Stelios Haji-Ioannou (2006)
- H.P. Rama (2006)
- Costakis Loizou (2005)
- Barry Sternlicht (2005)
- Christel DeHaan (2004)
- Regis Bulot (2004)
- Bill Kimpton (2002)
- Jonathan M. Tisch (2001)
- Michael A. Leven (2000)
- Jack Vaughn (1999)
- George Johnson (1998)
- Randell A. Smith (1997)
About ISHC
The International Society of Hospitality Consultants is truly The Leading Global Resource for Hospitality Expertise, represented by over 250 of the industry’s most respected professionals from across six continents. Collectively, ISHC members provide expert services in over 50 functional areas and have specialized skills in virtually every segment of the hospitality industry. ISHC is dedicated to promoting the highest quality of professional consulting standards and practices for the hospitality industry. Candidates undergo a rigorous screening process, ensuring that all ISHC members have a reputation of integrity and are qualified by their experience, training, and knowledge to develop and express sound judgment on industry issues. Additional information about the organization and membership process, along with a directory of ISHC members, is available on the ISHC website at ishc.com.
Libby Acquista
Manager of Membership and Marketing
+1 314.724.8436
ISHC
