Photo: David Newman

STIA Month End Recap

MONTHLY REPORT:

September and October 2017

Congratulations on the continued success downtown. Seattle continues to outperform many of our competitive cities’ demand. Both September and October were great examples of this with both months recording “best ever” results in occupancy, average rate and RevPAR.

On a YTD basis, the STIA subset (58 hotels, 13,003 rooms) is at 86.3% occupancy. This is the highest YTD occupancy of any competitive set city we track. Following Seattle is: San Francisco (86%), Nashville (83.8%) and Boston (83.4%). YTD RevPAR growth is up 9.3%.

We continue to receive STR forecasting expectations of a strong finish to the year and an annual occupancy of 83%.

We are thrilled to announce the debut of two of our latest video content series. Turning Tables merges Seattle’s legendary food and music scenes for an unforgettable experience. And International First Takes explores Seattle through the eyes of first-time visitors from our five key overseas markets, all filmed in their native languages. These videos continue our strategy to tell Seattle’s story in unique and interesting ways.

Happy Holidays to you all and please let us know if you have any questions!

ACTIVITIES:

New Content Series – Turning Tables

As you know, the past two years we’ve been focused on creating gorgeous video content that showcases our destination in unique and interesting ways, and entertaining and enticing viewers to visit. It’s proven very successful. In less than two years, viewers have watched more than 50 million minutes of our Seattle content—that’s nearly 96 years!

Coming off the wild success of our music series Sounds by the Sound, we partnered again with REVOLT TV to create a show that marries Seattle’s iconic music and food scenes in a unique way. Turning Tables pairs Seattle’s top chefs and well-known musicians to collaborate and design a special experience for guests that shows off each craft and how they can inspire one another. Notable pairings include Chef Renee Erickson of Bar Melusine with soulful singer Mary Lambert; Chef Terrell Jackson of Catfish Corner with indie rock act Minus the Bear; and Chef Tarik Abdullah of the Black & Tan Hall with hip hop duo Shabazz Palaces.

New episodes will debut each week, with airings through the holiday season.

New Foreign Language Content Series – International First Takes

In one of our very first content series, First Takes, quintessential Seattle experiences were explored through the eyes of a first-time visitor. What ensued were exceptionally-gorgeous short films that showcase some of Seattle’s best assets. International First Takes has this same premise, but features overseas visitors experiencing our destination for the first time, in the native language of each country. This stunning content will promote Seattle to consumer audiences in China, Japan, South Korea, Germany, and France. Watch an episode of Sonia, who traveled from France to explore Seattle in August. Subtitles are included on this version for your convenience. These videos will live on our international websites and also be distributed in-market through a variety of campaigns.

SMITH TRAVEL:

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.

September YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $109.42 $113.70
2016 $130.80 $128.90
2017 $141.94 8.5% $142.50 10.6%

 

October YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $108.86 $113.13
2016 $129.70 $127.70
2017 $140.30 8.2% $140.68 10.2%

Collections:

  • October YTD collections: $5,868,535 (not all collections recorded)

Expenditures:

  • October YTD expenditures: $7,303,933

Monthly activity and social media are reported in graph form in the dashboard. For detailed information on any of our initiatives, please contact us.

Sincerely,

TomNorwalk AliDaniels_signature
Tom Norwalk
President & CEO
Visit Seattle
Ali Daniels
SVP & Chief Marketing Officer
Visit Seattle

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