Triangle Hotels Have Better Spring, York Leads the Pack

Friday, June 24, 2011

Historic Triangle hotel occupancy rates were slightly higher over the recent spring season compared to last year, but York County has emerged as a shining star, with several months this year showing double-digit percentage gains.

According to Smith Travel Research, Historic Triangle hotels saw slightly more visitors between March and May this year compared to last year, which Greater Williamsburg Chamber and Tourism Alliance Vice President for Tourism Bob Harris says is a good sign. Though Triangle hotels in general have seen a modest increase, York County hotels in particular have increased occupancy and revenue not only in the spring but through the entire year. York County’s Tourism Development Manager Kristi Olsen attributes this to the county’s tourism promotion program, recent sports events and a wide variety of lodging options.

In March, the Historic Triangle hotels saw a 5.5 percent decrease in occupancy over the previous year, likely due to the fact that Easter was in March in 2010 and many families travel over that holiday, says Harris.

In April, though, occupancy was up 8.2 percent over last year and revenue per available room was up 16.6 percent, according to Smith Travel Research data. Easter fell in April this year, Harris points out. In May, occupancy was up 4.9 percent and revenue per available room was up 4 percent over 2010.

“Spring Break this year fell late in April,” says Harris. “Also, the school [spring] breaks were not consecutive as they usually are. The first week of [school] break was weaker this spring, but the last was really strong.” He points out that when adding March and April together, the numbers are 4 percent higher than the same two months in 2010.

When asked if the spring season might be an indicator of an economic turnaround, Harris says, “We’re seeing this up and down a lot – the numbers aren’t as consistent as we’d like. But, overall it seems to be evening out as a positive trend.”

The poor economy over the last several years has changed how people travel, which has also affected the local tourism industry, according to Harris. “Consumers are watching prices all the time now, like the cost of gas and other goods. The prices are really up and down, and consumers are waiting until the last minute to book vacations so they’re used to getting good, last-minute deals.”

Somehow, York County has beaten the up-and-down trend. “York County is having its best year in several years,” says Harris. The Alliance collects data on all three localities and reports this information to the Williamsburg Area Destination Marketing Committee.

York County is up 13 percent in room revenues so far this calendar year over last calendar year, according to Harris, and they are up 7.1 percent for their fiscal year, which starts July 1. They beat 2010 numbers in February by 26 percent and January by 10 percent, he says.

According to York County tourism statistics, April occupancy was 7.12 percent over last year (the county won’t get hard revenue numbers for May until July). This is ahead of James City County, which was down 6.64 percent in occupancy in April, and ahead of Williamsburg, which was up just 2.1 percent.

Olsen says York’s success is based on a few factors, the first of which is the county’s tourism program. “We have a tourism program focused on increasing awareness and tourism visitor spending in Historic Yorktown and within the County,” she says. It is “responsible for developing, managing, and implementing marketing and advertising programs which promote visitation.

“Additionally, we offer a variety of year-round events and new and unique experiences to keep people returning and to extend their stay.”

The county also works with other organizations within the Triangle. “We work aggressively to strengthen the position of York County and Historic Yorktown as a tourism destination through partnerships with the Greater Williamsburg Chamber & Tourism Alliance, WADMC, Riverwalk Landing and many more,” according to Olsen.

York County hotels are very diverse and appeal to a range of customers, which also helps the county be successful. York “benefits greatly from Great Wolf Lodge, several timeshares and many new properties in the Bypass Road area which are certainly attractive options for families on any budget and brand loyal guests,” says Olsen.

She also agrees with Harris that sports events such as the Jefferson Cup, a soccer tournament that brought about 2,400 players and attendees to the Triangle, has helped York County perform well.

“Considering the economy, we are very pleased and excited,” Olsen says about York County’s positive numbers. “We are optimistic and view the increased occupancy as a good sign. We are hoping for a stronger year than last year.”