Bookings for the upcoming ski and snowboard season continue a positive trend upward at western U.S. mountain destinations, according to the most recent report by the Mountain Travel Research Program (MTRiP).
The pace of bookings taken in October was also positive with reservations taken during the month for arrivals from October through March up 12.5 percent compared to the same time last year. Every month experienced increases with the biggest jump seen for December arrivals.
“It’s reassuring to see advanced lodging reservations continuing their positive direction as the 2011-12 ski and snowboard season comes into focus,” says Ralf Garrison, director of MTRiP. “While the overall economy continues to have a negative influence on consumer spending, early snowstorms in many regions probably helped perpetuate the positive upward trend that first appeared several months ago,” he added.
For November, actual on-the-books occupancy is up 9.5 percent compared to the same time last year with the daily rate edging up 4.5 percent. And, as of Oct. 31, occupancy is up in five of the next six months with only April showing a decline.
The Briefing also examines the impact of broad economic indicators that may influence visits to mountain destinations. While the Dow Jones Industrial Average showed a robust bounce-back from the declines of the past few months, up 9.5 percent during the month, the report cautioned that ongoing instability in European markets and politics still has the potential to impact the U.S. economy. The slight decline in the Unemployment Rate was viewed as moderately good news while the 14.2 point drop in the Consumer Confidence Index (CCI) to its lowest level in more than two and a half years is not encouraging.
“It’s clear from these numbers that although consumers remain concerned about jobs, earnings and the overall recovery of the economy, skiers and snowboarders appear particularly willing to invest in recreation and discretionary travel to mountain destinations,” observed Tom Foley, operations director for MTRiP.
“Tourism destinations must walk a fine line-delivering great value on one hand and maintaining profitability on the other,” explains Garrison. “Customer loyalty, both to the ski industry and their favorite destinations has been demonstrated repeatedly but the ‘wild cards’ of snowfall and economic realities haven’t been played yet and are likely to ultimately determine the outcome of the season but we’re definitely seeing a positive outlook at this point,” he concluded.
