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Visit Grand Junction Stakeholder eNewsletter - October 2022

Elizabeth's GJ Communiqué

Visit Grand Junction analyzes a variety of data to guide strategies and monitor brand health. Social listening tools, consumer engagement, branded search, net promoter score, and share of voice are all metrics utilized to determine and gauge brand health.

Public Relations results are another indication of whether brand health is developing - and it's much more literal and accessible. There have been three recent articles that capture Grand Junction's brand progression in a very intentional way:
  • Kiplinger's Personal Finance - Grand Junction was included in the June 2022 article: "7 Standout Places to Retire".
  • Red Bull - Grand Junction was highlighted across a 5-page spread in Red Bulletin's September 2022 edition, titled "Hidden Gem".
  • Forbes - This being the most significant article Grand Junction has landed in, "Best Places to Live in Colorado", published October 18, 2022.
This increased notoriety isn't an accident, it isn't magic, and it certainly isn't a coincidence. Gaining this kind of significant recognition is due to the community's efforts as a whole, working towards a common goal of diversifying industry while enhancing quality of life. Visit Grand Junction pitches area accomplishments to journalists and investors around the country, providing not only the achievements but also the data to support it. Without this strategy, awareness of the successes often remain local and do not gain the attention of national publications whose consumers are planning vacations, and companies that are seeking expansion or relocation.

Keep up the great work Grand Junction; awesome things are happening!

Thank you,
Director, Visit Grand Junction or 970-256-4052

Lodging Tax Revenue Report

August 2022

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is collected quarterly), August 2022’s business was 4.2% percent higher compared to August 2021 (adjusted for late and missing payments). 

Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for August 2022 was 73.1%, ADR was $114.94, and RevPAR was $83.97. Grand Junction experienced a minimal decrease in all hotel metrics compared to the previous month of July. August 2022’s business experienced a factor of 0.5% decrease in occupancy, a 0.3% decrease in ADR, and a 0.9% decrease in RevPAR compared to July 2022.

Total lodging tax collections received year-to-date through August 2022’s business is 9.8% higher compared to last year's eight-month YTD period.
ADR for August decreased by $0.30 (0.3%) compared to July; however, August 2022’s occupancy was close to flat with July’s occupancy (only a 0.5% difference). This demonstrates that opportunities were missed to set a higher ADR in August based on the demand. Recent data from Destination Analysts show that American travelers are willing to pay more for their hotel stay and other services since 60.8% still view travel as “essential” and remain committed to spending their money on travel even in an economic downturn. Grand Junction guests would have likely paid the extra $0.30 per night, or more, during their stay in August. 

It is tempting to automatically reduce rates because demand seems to be slowing down. However, keep in mind that last-minute bookings remain the norm in this post-pandemic environment. The ease of booking on mobile devices are driving the change in last-minute booking behavior. Recent data from shows that 50% of travelers who book via mobile devices do so for last-minute or next-day stays. Instead of focusing on year-over-year trends to help forecast your ADR, look more at micro movements - week-over-week and month-over-month. This helpful strategy, and other best practices, are covered in the article, Groups Plan Ahead, But Leisure Travelers Book Last Minute, by CoStar.

If you would like additional assistance with your revenue management strategies in the coming months, please don’t hesitate to contact Elizabeth at

Click here for the latest sales, use, and lodging tax collection reports from the City of Grand Junction.
For national metrics, Grand Junction was 9.9% higher than U.S. hotels in average occupancy, 24.1% lower in ADR (proof there is room to raise rates), and 16.6% lower in RevPAR for August 2022. 
Compared to the entire state, Grand Junction was 0.5% lower than Colorado hotels in average occupancy, 33.5% lower in ADR, and 33.9% lower in RevPAR for August 2022, mainly 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 2.4% lower than the rest of the state in average occupancy, 26.3% lower in ADR (again, proof there is room to raise rates), and 28.2% lower in RevPAR, due to the rest of state’s higher ADR and occupancy. Please remember that the two largest Colorado cities, Denver and Colorado Springs, will still weigh the data disproportionately compared to Grand Junction.

Community Corner

Calling all tourism-related businesses! The Colorado Tourism Office has partnered with International Inbound Travel Association to host two upcoming webinars with information on how to grow international business. It is important that Grand Junction is seen and is bookable for international tour operators. Click here for more information and to register for the upcoming webinars!

Love'n GJ on Social Media

@norway563  commented "❤️ Grand junction!!"
Tina said, "I love Grand Junction🍁🍁🍂🍁"
Tik Tok
CoMtnGal wrote, "I love Grand Junction!"
Please feel free to forward to friends and colleagues
Please feel free to contact us with any questions, comments, or suggestions. 
We are here to help. Thank you for being an involved partner!

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