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The 2017/18 end-of-season email marketing performance benchmarks.

Has it already been a year since we last updated these stats? Hard to believe. But you know what they say, time flies when you’re helping resorts send hundreds of millions of crazy-effective, data-driven emails.

Before we jump into the results, some quick data behind the data:

  • Data comes from a sample of 50 mountain resorts.
  • In total, these charts represent tens of thousands of
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Summer Revenue and Occupancy Climbing but Varies by Region

The roller coaster winter season at western mountain resorts managed to wrap up with a revenue increase of 1.8 percent over last year as of April 30. The aggregated figure set a new revenue record among participating properties. Although occupancy finished the season down one percent compared to the previous winter, increases in the Average Daily Rate (ADR), enhanced total revenues. The season-end summary was …

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BOOKING PACE AT SOUTHEAST DESTINATIONS DROPS SHARPLY IN MARCH; DAILY RATES REMAIN STRONG

Following two consecutive months of a robust booking pace at resort destination properties in four southeastern states–South Carolina, Georgia, Florida, and Alabama—as of March 31, the booking pace for arrivals for the upcoming summer season from March through August dropped a sharp 18.7 percent compared to the same time last year. The latest data was released yesterday by Vermont-based Inntopia in their monthly DestiMetrics Market …

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LATE SEASON SNOWFALL SLOWS DIPPING OCCUPANCY TRENDS AT WESTERN MOUNTAIN RESORTS; SUMMER PICTURE LOOKING BRIGHT

Significant snowfall in many regions continued through March and helped slow the downward direction of occupancy for the 2017-18 winter season, according to Inntopia in their monthly DestiMetrics Market Briefing released on Monday. As of March 31, seasonal occupancy reversed from a seasonal 2.6 percent decline at the end of February to being down only 1.3 percent by the end of March. The Average Daily …

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Winter Season Continues Momentum into Summer Months at Southeast Destinations

Strategic rate management and positive messaging is being credited with taking a potentially disastrous winter season for southeastern resort destinations and turning it into a success. As of Feb. 28, aggregated occupancy among participating lodging properties in four states (South Carolina, Georgia, Florida, Alabama) achieved a 12.7 percent gain in occupancy for the six months from September through February compared to last winter. The upbeat …

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Snowfall Boosts February Booking; Seasonal Occupancy Not Likely to Recover in Western Ski Resorts

Desperately needed snowfall at many western ski resorts during February gave mountain destinations a healthy boost to their bookings for the remainder of the ski season but not enough to deliver a year-over-year increase in occupancy compared to the winter of 2016-17. According to Inntopia in their monthly DestiMetrics Market Briefing released on March 14th, as of Feb. 28, bookings made in February for arrivals …

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Strategic Rate Management Boosts Booking, Occupancy, and Revenue for Winter Months at Southeastern Resorts

In response to a winter season that started in September with damaging hurricanes, destination and resort lodging properties throughout the Southeast lowered rates to attract visitors for the winter months of September through February—and it worked. According to data released yesterday by Inntopia in their monthly DestiMetrics* Market Briefing, consistent and moderate declines in rate have persisted since September and have helped drive double-digit occupancy …

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OCCUPANCY AND BOOKINGS SLIDE; REVENUES HANGING ON AT WESTERN MOUNTAIN SKI RESORTS

Meager snowfall at most western ski resorts during January has led to a drop off in bookings for the remainder of the ski season as lodging properties maintain a tenuous hold on revenues. The downturn was reported this morning by Inntopia in their monthly DestiMetrics Market Briefing to participating lodging and marketing organizations. As of Jan. 31, aggregated occupancy for January was down 4.4 percent …

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BOOKINGS DROP, RATES PICK UP, BUT WINTER OCCUPANCY REMAINS STRONG AT SOUTHEAST DESTINATION RESORTS

After a late summer and fall impacted by destructive hurricanes, vacation destinations throughout the Southeast recovered during December with healthy increases in both occupancy and revenues despite a booking pace that dropped during the month for the remainder of the winter season. As of Dec. 31, actual occupancy during December among participating destinations was up a sharp 8.4 percent compared to December 2016 while the …

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Snowfall Challenges Cause Slowing in Occupancy; Winter Season Revenues Remain Up

Denver, Jan. 16, 2018—Many western mountain resorts struggled throughout December with a combination of below average snowfall and shifts in school breaks, which together caused a dip in occupancy and revenues for the month. According to the most recent data released by Inntopia in their monthly DestiMetrics Market Briefing, as of Dec. 31, aggregated occupancy for the month of December was down 4.4 percent compared …

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