The Mountain Travel Research Program, which tracks lodging trends in mountain-resort towns from Whistler, British Columbia to Taos, New Mexico, reported this month that the region was seeing “solid” summer business even excluding the three-day Fourth of July weekend.
Occupancy for the region in July was up 8.2 percent from the previous year. August reservations are up 7.4 percent compared to August 2010, and advanced reservations for August through January are up 4.7 percent.
Unfortunately, average daily rates are still flat and have been since the start of the recession. Even when growth in rates was reported in previous reports, it was usually under three percent.
Local lodging properties agree, saying occupancy this summer has been strong.
“We are quite encouraged by lodging demand this summer overall,” said Timothy Rutland, director of sales and marketing with Stein Eriksen Lodge. “July as a whole, and not just the holidays, exceeded budget due to positive marketplace demand, strong group base and increased regional leisure activity.”
He said national attention from Travel + Leisure magazine, The Today Show and most recently Condé Nast, has also helped with marketing.
“August and September are also performing well above expectations and pace: going into our peak season, is double digits above last year,” he said. “We are cautiously optimistic that recovery in tourism in Deer Valley and Park City is well underway.”
This is Montage Deer Valley’s first summer, but director of sales and marketing Christopher Hamaway said business has “absolutely exceeded our expectations, both in terms of group and leisure volume.”
“We have been gratified by the response to our summer offerings,” he said.
Dirk Beal, director of sales for Deer Valley Lodging & Reservations, said summer bookings are “up substantially” and have exceeded expectations in both group and individual bookings.
“The growing popularity of, and attendance at, mountain-biking themed events, including DealerCamp 2011 and PressCamp 2011, contributed to the increases in group business,” he said.
Lodges outside of Deer Valley also reported strong business.
Cindy Galli, director sales and marketing for Best Western Landmark Inn, said she’s seen a lot of group business and Wasatch Front “staycationers.”
The three-week Triple Crown softball and tournament were weaker than previous years, but more Utahns are coming up to stay and then shop at Tanger Outlet Center or visit the Utah Olympic Park.
Chris Eggleton, general manager at Newpark Resort & Hotel, said his property had a strong 2010 summer, so his goal was just to meet those numbers again.
“We expect to post double-digit growth,” he said. “We are seeing increased demand in corporate and group travel as well as leisure travel.”
He said increased marketing and promoting special events has helped. The Park City Chamber/Bureau’s marketing efforts in Arizona have also benefited him.
Paul Christensen, general manager at the Park City Marriott, said he, too, believes the Chamber/Bureau’s efforts are paying off. He is also benefiting from Wasatch Front business. If the economic forecasts are good, more Utahns are willing to spend the money for a quick vacation to the Wasatch Back. If the forecasts are bad, Utahns may choose Park City over Disneyland to save money.
In contrast to rate averages for the region, Christensen said he’s been able to raise the Park City Marriott’s rates, and thinks others could as well.
“I think the whole city will improve once occupancy continues to go up and everyone gets over the fear that they can’t raise them or lose occupancy,” he said.