In a discussion with a resort GM the other day, an amazing (new) reality was revealed. They said that 2021 was their best year in the history of the property...and it happened with no international travel (which, pre-VID, made up over 10% of their business). In fact, it happened with very little domestic air travel. The vast majority of their profit came from the drive market.
Which begs the question...how important will investing in the international market be going forward if all the hotel inventory is being consumed by domestic drive consumers. I totally understand that the domestic drive market may soften if we ever emerge from the plague (and that we shouldn't forfeit the visibility many of us have developed in our international markets).
But, let's be honest. International marketing ain't cheap. Domestic drive can often be much less costly...and if destinations can thrive on the drive, it's time to reassess our marketing priorities.
N'est-ce pas?
Case in point...Galena has had a phenomenal year. But then, we've also got an 82% vaccination rate.
Posted by: Kathleen Webster | December 09, 2021 at 21:44