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Visit Grand Junction Stakeholder eNewsletter - December 2021

Elizabeth's GJ Communiqué

On the final days of 2021, it is always gratifying to look back on the year and recognize the work of our amazing team at Visit Grand Junction. 

As the City of Grand Junction's Destination Marketing Organization, most of our work is focused on strengthening the destination brand and inspiring visitation to Grand Junction. Thus, our marketing is deployed outside Mesa County and is often not seen by residents - no need to encourage a local to "visit Grand Junction," right? With that in mind, we thought as we approach New Year's Eve, it is the perfect time to take one last look at 2021 to capture what the team, both staff and volunteer ambassadors, have been working on. Here is a snapshot.

The perseverance of this community continues to inspire us. We couldn't be more proud to serve you! Best wishes to all of you in 2022!

Elizabeth & Visit Grand Junction Team

Lodging Tax Revenue Report

October 2021

From the 4.25% lodging tax collections that Visit GJ received (short-term rental lodging tax revenue is collected quarterly), October 2021’s business was a factor of 26.7% higher compared to October 2020 (adjusted for late and missing payments). For a more accurate comparison, October 2021's business was 25.3% higher than October 2019's business (pre-pandemic). Of the Grand Junction lodging properties that reported their metrics to STR, LLC., occupancy for October 2021 was 71.0%, ADR was $106.44, and RevPAR was $75.61.
As expected, Grand Junction experienced a decrease in all hotel metrics over the previous month of September. October 2021’s business experienced a factor of a 10.2% decrease in occupancy, a 10.2% decrease in ADR, and a 19.2% decrease in RevPAR over September 2021’s business. Compared nationally, Grand Junction outperformed U.S. hotels in average occupancy for October by 12.9%. However, Grand Junction trailed the U.S. in ADR by 26.6% and RevPAR by 12.1%. Compared to the state, Grand Junction outperformed Colorado's hotels in average occupancy for October by 10.1% but trailed the state significantly in ADR and RevPAR by 30.9% and 18.9%, respectively. 

From March to October 2021, Grand Junction's monthly occupancy has surpassed the U.S. monthly occupancy by an average of 10.3 percentage points and Colorado's monthly occupancy by 7.1 percentage points. This demonstrates that Grand Junction's awareness is increasing, and lodging properties are doing a great job capturing market share. While it's very encouraging that Grand Junction has experienced record ADR for several months this year, it has consistently been lower than the U.S. monthly ADR by an average factor of 24.0 percent and lower than Colorado's monthly ADR by 42.4 percent. While it is tempting to significantly lower ADR during off-season months, be sure not to generate high volumes of low-rate bookings to stimulate demand as it will challenge your resources. Focus on pricing strategies that include curated packages and complimentary offers. For additional assistance with optimizing ADR and revenue management, contact Elizabeth anytime at

Click here for the latest sales, use, and lodging tax collection reports from the City of Grand Junction.


Grand Junction Among Most Booked City in Colorado

The following was highlighted at a session at the Annual Governor’s Tourism Conference this past November: From January 1 through September 30, 2021, Grand Junction ranked fifth among the most-searched and third among the most-booked Colorado destinations, according to recent search data provided by Expedia Group Media Solutions. The fact that Grand Junction ranks high among the most-booked cities in Colorado, just behind Colorado’s largest cities of Denver and Colorado Springs, demonstrates that awareness around Grand Junction is increasing, conversions due to retargeting consumers based on interest through the awareness campaigns are working, and that Visit GJ’s data science-based marketing is yielding positive results.
Expedia Group Media manages over 200 travel websites including, Orbitz, Trivago, Expedia, etc., in 70+ countries, which equates to over 300 petabytes of data across their entire platform.

Quick Tip

Start Off the New Year Right!

Visit Grand Junction is helping you kick off the New Year with this quick checklist to ensure you are maximizing your marketing efforts.
  • Check your website listing to make sure everything is accurate such as your business phone number, URL, seasonally appropriate images, and description. If you need your log in credentials, feel free to reach out to Mason.
  • Continue to submit your events on our event page. This page drives significant traffic and can help garner awareness and drive attendance at your event.
  • Add any deals or specials you may be running on our deals & coupons page. Update them as often as you would like!
  • Verify your business is listed accurately, including hours of operation and menus, on Google by going to Google Business Profile Manager.

Love'n GJ on Social Media

Lori said, "Love it ❤️ Cannot wait to move to Grand Junction!"
Tik Tok
CoMtnGal wrote, "So festive, thanks for capturing our amazing parade! Love! 🥰"
Nayan said, "This is so beautiful 😍"
Please feel free to forward to friends and colleagues
Please feel free to contact us with any questions, comments, or concerns. 
We are here to help and want to thank you for being an involved partner!

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