Trends & Insights

How much do public school breaks influence midweek occupancy?

School breaks impact occupancy. We all know it. It’s part of the reason we release a school break report every spring. But how much of a difference do these days off actually make in the visitation and occupancy of resorts? Last week we looked at a shift in Easter’s place on the calendar. Today we’re …

What happens to occupancy when Easter shifts and fewer schools are on break?

School breaks impact occupancy. We all know it. It’s part of the reason we release a school break report every spring. But how much of a difference do these days off actually make in the visitation and occupancy of resorts? This week and next we’re answering this question in two ways. The first, is what …

The hospitality email marketing metric that refuses to budge.

Marketing pundits have been predicting the demise of email marketing for more than a decade. As such, we've been monitoring some of the vital signs of this channel over the years and wanted revisit one of the most important today: opt outs. Are more people getting tired of hospitality email marketing in 2017 than years …

Ten key insights to help you drive season pass sales this spring.

A decade ago, mountain resorts wouldn't be thinking about selling passes for weeks or months. Today, pass season is already upon us. So being, we rounded up ten of our favorite insights on season passes to review as you start the annual cycle again this spring. If someone uses their season pass X times, what’s the …

The most popular email domain resorts send to just keeps growing.

When we looked at the email domains resorts were sending to back in October 2013, Yahoo! was the surprise winner with Gmail close behind. Then when we revisited this stat in 2015 Gmail had nudged into the front. How does the breakdown look in 2017? Take a look. The Goods To find our answer we used the …

Social engagement rate continues to fall for every medium…except one.

A few months ago we posted a breakdown of which content types were being shared on Facebook. The takeaway was simply that photos have dominated the Facebook content landscape over the last half decade. But that analysis was only looking at volume. What happens when you bring engagement into the mix? Do photos get the …

Is a 5:00am searcher more likely to book a room than a 5:00pm searcher?

Let's say you get 200 people to perform a lodging search on your site but half of them start at 5:00am and the other half begin at 5:00pm. Will there be any difference in the number of trips that actually get booked between those two groups? That was our question. Here's our answer. The Goods An itinerary …

How many ski resort guests actually self-identify as “skiers”?

A big takeaway from our reader survey was interactivity. So last week we sent the notification list an overview of our methodology and question and then asked them to predict the results. We then promised to share their predictions next to the actual numbers this week. Take a look. An interesting thing happens the more people …

Should you schedule email campaigns for the top of the hour or later?

Welcome to the first Tuesday Trends at our new home, Inntopia! Same weekly insights, just a different website around them. If you missed our acquisition announcement, you can read it here. If you've ever scheduled an email campaign, you've probably noticed that most platforms will default the minute of your scheduled message to ":00". The result, …

After a few years of decline, resort social posting volume plateaus.

A big thank you to everyone who took our end-of-year survey last month. Some exciting new ideas are in the works based on your feedback. Stay tuned. After nearly doubling every year, social posting volume started to decline on nearly all major sites starting in 2013. Was it a bubble bursting or a new channel trying …