By Terrance Thornton | Digital Free Press
With a constant eye toward digital data trends, the staff at Experience Scottsdale is reporting occupancy rates in Scottsdale hotels and resorts are trending below national averages as the summer value season takes hold.
Experience Scottsdale publishes, every week, an update newsletter for membership and the public providing data points, local news items and featured editorials on the business of tourism.
The Experience Scottsdale Tourism Update is reporting the local hoteliers are seeing a 54.9% occupancy rate, which is down from 64.6% in May, which hovered around 22% to 28%. Also, the average daily rate was $215.26, which is also down from $248.18 a week prior.
“While summer is a need period for Scottsdale’s tourism industry, it’s the high tourism season for many destinations across the U.S.,” said Experience Scottsdale Community Affairs Director Stephanie Pressler.
“As a result, we typically trend lower than the average of the U.S. hotel industry throughout the summer months. Conversely, we trend higher that the U.S. average during our peak tourism season January through April.”
Revenue per available room, a key economic indicator watched universally by hoteliers, is $118.09 compared to $160.38 last week, data provided by STR shows.
“We commission hotel research company STR to collect and aggregate data from hotels and resorts within Experience Scottsdale’s membership, including those in Scottsdale and (Town of) Paradise Valley, as well as Phoenix and the Salt River Pima-Maricopa Indian Community,” Ms. Pressler explained of the data reported.
The Experience Scottsdale Tourism Update is reporting across the nation hoteliers are seeing an occupancy rate of 63.2%, an average daily rate at $147.36 and RevPAR is at $93.16.
“Weekly occupancy rates have gradually declined since we’ve moved further away from March’s spring training and spring break travel, which we see each year,” Ms. Pressler explains of the nature of tourism economics.
‘It’s That Hot’ summer value promotions
Let’s face it: the temperatures are in the triple digits here in the Valley of the Sun, Ms. Pressler says.
“This is our summer value season when Scottsdale’s hotels and resorts offer discounted rates to generate additional business, including from Arizona residents planning staycations,” she said of turning the summer heat into a unique Scottsdale experience.
“Experience Scottsdale promotes those rates, along with exclusive offers and events from local hospitality businesses, on ItsThatHot.com, the website for our annual summer campaign. Our goal is to raise awareness of Scottsdale as a summer destination and inspire new and repeat travel Memorial Day through Labor Day.”
She points out the summer marketing push is well into form.
“In April, we began targeting 15 local, drive and fly markets across the U.S. with promotions about Scottsdale’s summer savings and events, including paid advertising, email communications, social media posts and Instagram contests,” she said.
“Our public relations efforts are complementing our It’s That Hot messaging, with press releases, pitches and press trips generating positive media coverage. With the campaign, we recognize that Scottsdale’s summer heat is not for everyone — but those bold enough to visit during the summer are rewarded with rates even hotter than the temperature.”