Jackson Hole Tourism Forecast
info@jacksonholechamber.com | (307) 733-3316
Jackson Hole Tourism Forecast

Forecasting for Business Success / Measuring Performance

Current DestiMetrics Reports

JANUARY 31 EXECUTIVE SUMMARY | MARKET OVERVIEW: January signaled a new year but a continuance of the unstable market conditions experience through most of the last two quarters of 2015. As in August of 2015, financial markets were rocked by serious declines in January as problems with the Chinese economy become increasingly apparent. At the same time, employers slowed the pace of job creation to 151,000 for the month, down from expectations and below the 207,000 average of the past year. However, consumers remained optimistic, with consumer confidence gaining on last month, citing employment and earnings as positive factors and likely buoyed by low consumer prices, inflation and fuel costs. However, when looked at holistically, the economy is uncertain at present, with a strong US dollar creation a travel trade deficit and room rate increases perhaps hitting an invisible ceiling, all of which is evident in wide month-to-month variances seen in mountain destination travel data. Based on an aggregate data from all DestiMetrics destinations, occupancy for January was up 2.9 versus the same time last year, while rate was down -1.1 percent for the month. Bookings taken in January for arrival in January was up 9.9 percent (not shown). Locally, Jackson Hole occupancy was down -1.7 percent in January versus 2015, accompanied by an increase in rate of 6.0 percent. Jackson Hole occupancy for the past six months (August- January) increased 1.4 percent compared to the same period last year, while rate also increased 7.6 percent. Bookings taken in January for arrival in January was down -17.4 percent compared to January 2015 (not shown).

JANUARY 31 EXECUTIVE SUMMARY | LOOKING AHEAD: We have some concerns about consumerism heading into the last months of the winter season, with investors witnessing losses to savings for the first time in several years and not immediate recovery evident. The strength of the US dollar, while helpful from a consumer price point of view, is beginning to have a notable impact on travel to the US from international markets, typically a long-lead and lengthy reservation, and destinations will need to fill in the gaps domestically. However, consumers have continued to book travel through adverse conditions and we expect their behavior to remain the same, though we may be able to expect a slightly lower tolerance to rate increases. Based on the aggregate of DestiMetrics industry-wide data, on-the-books aggregate occupancy for all destinations for the upcoming six months (February - July) is up 5.3 percent, while rate is also up 1.7 percent from the same period last year. Meanwhile, bookings made during January for arrival January – June was up 7.3 percent compared to the same period in 2015. Locally, Jackson Hole on-the-books Occupancy for February 2016 is down -3.9 percent compared to 2015, accompanied by an increase in rate of 7.7 percent. Occupancy on-the-books for the upcoming six months (February - July) is up 10.6 percent compared to the same period last year, with an increase in rate of 2.5 percent. Jackson Hole bookings taken in January for arrival January- June is down -7.4 percent compared to the same period last year with increases in two of the six months within scope.

Archived Reports

December 31, 2013 - Executive Summary  

How to Read the DestiMetrics Lodging Barometer / 45-Day Retail Report

The DestiMetrics reports provide a wealth of data in one document. Need help understanding how the graphs can predict occupancy? Download the following pdf handout: How To Read the DestiMetrics 45-Day Retail Report.

About the Jackson Hole Chamber of Commerce and DestiMetrics

The Jackson Hole Chamber of Commerce is pleased to work with DestiMetrics, the premier provider of lodging performance benchmarking tools to mountain resorts throughout the western United States. DestiMetrics provides numbers on a 45-day forward looking basis that identifies occupancy strengths and opportunities which enable lodging properties and destination marketers to more efficiently manage rates and target promotions. The reports are published monthly throughout the year and twice each month during the winter ski season (beginning November 15, 2014 and concluding April 15, 2015).

Chamber President/CEO Jeff Golightly commented, "DestiMetrics will provide a practical benefit to our Chamber members and to the entire community of Jackson Hole. The information will be an invaluable tool for local government, businesses, and nonprofit organizations to assist with strategic programming, staffing, purchasing, event planning, and more." 

The Chamber would like to recognize community partners who helped to make this tool available: Jackson Hole Central Reservations, and Jackson Hole Mountain Resort, Jackson Hole Travel & Tourism Joint Powers Board, and JH AIR.

For information about the DestiMetrics Jackson Hole report, please contact the Chamber at 307.733.3316 or info@jacksonholechamber.com.

An Eye on the Economy

The Jackson Hole Economic Dashboard is compiled by the Jackson Hole Chamber of Commerce each month so that our Members can be aware of the numbers that effect business in Jackson Hole.

Jackson Hole Economic Dashboard

Visitor Services Department Metrics January 13, 2016 [pdf]

Jackson Hole Conservation Alliance Effective Population Study | Summer 2013

An Update of the 1993 Study Conducted by Summit Management Consulting on behalf of the Town of Jackson and Teton County, Wyoming. Download the PDF.

The report defines Effective Population: "Effective population is defined as the population where people are found at a given point in time, as opposed to counting them only where they reside. Determining the effective population is essential for understanding the cumulative economic, social, and environmental impacts residents, workers, and visitors alike have on the community. Using the estimates from the effective population can help town and county staff, elected officials, and community organizations guide policies, revise land development regulations, and provide levels of service appropriate to the actual human population and ecosystem of Teton County."

Grand Teton National Park Publishes Economic Benefit Report | April 23, 2015

A new report on the economic benefits from national park tourism concluded that visitors to Grand Teton National Park and John D. Rockefeller, Jr. Memorial Parkway numbered well over four million in 2014 and those visitors spent more than $532 million in the gateway communities of northwestern Wyoming. That spending also supported 8,548 jobs in the communities of Jackson, Teton Village, and Dubois, Wyoming, and nearby towns of Driggs and Victor, Idaho. In the amount of visitor spending for 2014, Grand Teton ranked among the top five national park areas. Click here for more information. Click here for more information.

Wyoming Office of Tourism Publishes 2014 Travel Impact Survey | April 17, 2015

The Wyoming Office of Tourism published the 2014 Wyoming Travel Impacts report from Dean Runyan Associates. This report is the finalized report and includes the breakdowns by county. Click here to download the pdf report or click here to find this report and more resources via the Wyoming Office of Tourism industry website.

Tourism Numbers in Wyoming Soar to Record Levels in 2014 | February 5, 2015

CHEYENNE, WY - Wyoming's tourism economy saw another year of tremendous growth in 2014. A preliminary assessment of Wyoming's travel and tourism impact shows that a record 10.1 million people visited the state in 2014. That number is up 11% from 2013 when Wyoming had a total of 9.07 million visitors and is the highest percentage growth year over year since tracking began in 1998. This follows several years of consistently strong growth. The last decade of tourism marketing has resulted in a 45% increase of visitation to the state. 

Two separate reports prepared for the Wyoming Office of Tourism by Dean Runyan & Associates and Strategic Marketing and Research Inc. indicate that not only did the volume of visitors rise in 2014, but the amount of money visitors spent on their trips also increased. According to the reports, travel spending in the state grew to over $3.3 billion in 2014. This number is up from a record year in 2013 of $3.2 billion. 

This visitor spending fuels Wyoming's economy by generating $159 million in local and state tax revenues, up 10.8% in 2014 compared to $144 million in 2013. Since 2004, tax revenues generated by the tourism and hospitality industry are up 85%. 

"We were confident that 2014 was going to be a banner year for Wyoming's travel economy," The Wyoming Office of Tourism's Executive Director, Diane Shober said. "We know that great creative coupled with targeted spending will generate more visitors. We had laid the groundwork of a strategically focused marketing campaign as did local lodging tax boards and many tourism related businesses. Visitation at our iconic national parks and national monuments were at all-time high and local events and festivals also enjoyed robust attendance throughout the summer. Each month we saw increases in tax collections from important industry sectors like accommodations and food and beverage. We are grateful to have the resources available to help drive these tremendous results," Shober added. 

In 2015, the Wyoming Office of Tourism (WOT) will add the city of Seattle to their list of target markets such as Chicago, Portland, Minneapolis, Kansas City, Denver and Salt Lake City that will be reached through a fully integrated marketing campaign consisting of magazine, TV, billboard and digital media ads. "We have deployed a very tactical, research-based marketing strategy that contains elements of traditional advertising and public relations. Social media along with an ever growing digital presence is helping to contribute to the rise of Wyoming's tourism economy," Shober said. 

"With the significant reduction of gas prices, we believe more people will be willing to travel this year. We just have to make sure that Wyoming is their destination of choice. Since our research shows that 75% of visitors drive to Wyoming, the lower gas prices add to our confidence that 2015 will yield even more visitors and generated revenue for the state," Shober added. 

The hospitality and tourism industry is responsible for over 31,000 full and part time jobs in Wyoming. In 2014, 490 jobs were created within the industry and over the past 10 years employment has risen 11%. "Seeing a rise in jobs created in this industry is extremely important. Not only does this help provide the best experience possible to visitors, but it adds to Wyoming's overall economy which benefits everyone," Shober said.\

For more information, please contact Chris Mickey, Wyoming Office of Tourism Media and PR Manager, chris.mickey@wyo.gov or 307.777.2831. Visit www.wyomingofficeoftourism.gov.

Other Helpful Resources