Our gratitude for this community never takes a holiday, but it always feels more top of mind during this time of year. The Visit Grand Junction team is thankful for your continued support in 2022 and we look forward to providing you with even more value in the new year to assist in your ongoing success. We commend your hard work and ability to adjust as the economy, labor pool, and cost of doing business generates lingering challenges. At the same time, marketing evolves at a rapid pace - making it difficult to keep up.
We are thankful for the many organizations and businesses who partner with us and assist with these opportunities - too many to mention here. Continuing to partner and support one another will ensure we succeed in developing Grand Junction's professional success while enhancing residents' quality of life. Both can be achieved through supportive partnerships and thoughtful strategic planning. As always, we welcome your feedback as we navigate 2023 and formulate strategies for Visit Grand Junction's earned, owned, and paid marketing initiatives.
On behalf of the Visit Grand Junction team, we wish you a joyous holiday season filled with blessings and good health.
With gratitude,
Elizabeth
Director, Visit Grand Junction
ElizabethF@GJcity.org or 970-256-4052
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Lodging Tax Revenue Report
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September 2022
From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is collected quarterly), September 2022’s business was 4.2% percent higher compared to September 2021 (adjusted for late and missing payments).
Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for September 2022 was 78.1%, ADR was $120.17, and RevPAR was $93.79. Grand Junction experienced an increase in all hotel metrics compared to the previous month of August. September 2022’s business experienced a factor of a 6.8% increase in occupancy, a 4.6% increase in ADR, and an 11.7% increase in RevPAR compared to August 2022.
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Total lodging tax collections received year-to-date through September 2022’s business is 9.9% higher compared to last year's nine-month YTD period.
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September 2022's ADR was the highest for any September in Grand Junction's history and was narrowly ahead of September 2021's ADR by 0.7%. It is essential to continue the ADR momentum into the holiday months.
According to the latest Longwoods International tracking study of American travelers, 92% have travel plans in the next six months, tied for the highest levels since the pandemic began. Seventy percent plan to visit friends and family on their holiday trips, while 60% of those with holiday travel plans will be shopping, and 47% plan to enjoy holiday lighting displays. Even though it's easy to lower rates during the typically slower months, insights from this study, along with Visit Grand Junction's data, consistently prove that Grand Junction lodging properties, on average, can increase ADR while not compromising occupancy. The data also reinforces that consumers, who are traveling, have disposable income and are willing to pay higher rates.
If you would like additional assistance with your revenue management strategies in the coming months, please don’t hesitate to contact Elizabeth at ElizabethF@GJCity.org.
Click here for the latest sales, use, and lodging tax collection reports from the City of Grand Junction.
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For national metrics, Grand Junction was 17.1% higher than U.S. hotels in average occupancy, 22.1% lower in ADR (proof there is room to raise rates), and 8.9% lower in RevPAR for September 2022 due to the higher ADR for the U.S.
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Compared to the entire state, Grand Junction was 4.0% higher than Colorado hotels in average occupancy, 27.7% lower in ADR, and 24.8% lower in RevPAR for September 2022 due to Colorado’s higher ADR.
When excluding Colorado ski towns (Breckenridge, Frisco, Silverthorne, Vail, Avon, Beaver Creek, Winter Park, Steamboat Springs, Snowmass, Aspen, Crested Butte, and Telluride), Grand Junction was 1.8% higher than the rest of the state in average occupancy, 20.9% lower in ADR (again, proof there is room to raise rates), and 19.5% lower in RevPAR, due to the rest of state’s higher ADR.
*Source: STR, LLC. - REPUBLICATION OR OTHER RE-USE OF STR’s DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR IS STRICTLY PROHIBITED.
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Visit Grand Junction's eNewsletter Data
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Visit Grand Junction monitors key performance indicators (KPIs) for the three monthly communications that are sent out - PR Partner, Stakeholder, and Marketing eNewsletters. There have been noticeable positive increases including a significant rise in open rate.
The average open rate for the travel industry is 23.13%, which was calculated by averaging benchmarks from three separate sources - Mailchimp, Mailer Lite, and Campaign Monitor. In comparison, the year-to-date open rates for the PR Partner, Stakeholder, and Marketing eNewsletters are 35.69%, 38.53%, and 26.12% respectively. These are not only high for the travel industry, they are also incredibly high for Destination Marketing Organization (DMO) eNewsletter open rates.
As we approach 2023, we encourage you to continue reading Visit GJ's three monthly eNewsletters. Businesses who read them and reply to Visit GJ's requests for content, PR, and "what's new" - get included in new blogs, event content, PR stories, social media, and advertising co-ops. So don't miss out, reach out!
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Love'n GJ on Social Media
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@wanderful_em commented "Ugh just love it up there!"
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Mary said, "I too love the Grand Mesa and Grand Junction is awesome"
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@fishingfunny498 wrote, "Wow!! That’s amazing! I can’t believe this is Colorado! 😳"
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