The January/February performance for the STIA is off to a historic start of the year. With the record setting strength of February (80% occupancy and RevPAR growing 13% over LY) the STIA is at a 74.4% occupancy YTD and leading all of our competitive set cities in both average rate growth and RevPAR growth over last year. And YTD our revenue growth of 13.7% leads all cities we track (with the exception of Houston, which hosted the Super Bowl in February).
The month of February was buoyed by over 50,000 contracted rooms at the WSCC (record for February performance) with the perfect alignment of TechReady, CROI and NeighborWorks. This group base helped drive rate throughout the STIA resulting in a 14% YOY improvement in revenue in the month.
Top performing cities so far this year, measured by RevPAR variance are: Seattle, Salt Lake City, Austin and Nashville.
The first quarter of the year is always a busy one – planting seeds and creating new and exciting reasons for consumers to visit Seattle. This January and February we launched two new series and saw great engagement around Seattle Museum Month.
Five notable filmmakers came to town to create a short film about Seattle, each based on one of the five senses. What ensued is Project Five by Five—a collection of unique, whimsical and artful perspectives of the city. Co-produced with Sundance TV, the films debuted at the Sundance Film Festival in January, and were promoted through a robust digital and broadcast media buy. Visit Seattle is the first destination marketing organization to release feature films with SundanceTV.
Seattle Museum Month celebrated its third year this February. This special promotion offers STIA hotel guests a pass to enjoy half-price admission at more than 40 of our region’s top arts & cultural institutions. Many of the participating hotels heavily promoted Seattle Museum Month via multiple social channels—thank you. A few hotels near WSCC even needed extra guest passes while CROI was in town, hopefully adding a nice “surprise and delight” for their attendees.
This year, with our partners at NBC Universal, we launched a museum video series, Seattle+Play, to really showcase the depth of museums that Seattle has to offer. The series features kids as museum docents, each leading a group of unsuspecting adults on a tour of their favorite museum. It’s been a great asset that dovetailed with our Seattle Museum Month advertising campaign. The videos are all evergreen, so they will be used year-round to position Seattle as an arts & culture destination.
We have carved out the STIA subset and have compiled transient weekday/weekend rate, occupancy and revpar by month. We are reporting 2017 results as compared to a five year average (2012 – 2016) and to 2016 performance. The full report is located on the dashboard.
|Jan YTD||RevPAR Overall||2017 %Change||YTD RevPAR Weekend||2017 %Change|
|5 year average||$62.95||$58.76|
|Feb YTD||RevPAR Overall||2017 %Change||YTD RevPAR Weekend||2017 %Change|
|5 year average||$69.61||$67.11|
Monthly activity and social media are reported in graph form. For detailed information on any of our initiatives, please contact us.
President & CEO
Vice President, Marketing