Explore Minnesota: Lodging properties post-summer survey continue an upward trend of Minnesota’s tourism business

Explore Minnesota Survey Reveals Statewide Lodging Performance

ST. PAUL, Minn., 2017-Sep-06 — /Travel PR News/ — Leading into Labor Day weekend, Minnesota lodging properties are winding down from a stable summer of tourism business according to a recent survey conducted by Explore Minnesota, the state’s tourism promotion office. Results from the annual post-summer survey continue an upward trend of Minnesota’s tourism business.

Summer revenue was up for 42% of survey respondents and occupancy was up for 35%. By comparison, 30% of respondents said revenue was down, and 31% reported decreased summer occupancy. The hotel and motel sector reported decreased occupancy results due to significant supply growth of new hotel rooms in the greater Twin Cities metropolitan region, which has exceeded recent demand growth. By contrast, Minnesota resorts and campgrounds experienced stronger revenue and occupancy growth this summer. Overall, 81.5% of respondents rated their current financial health as growing (27%) or stable, but positive (55%). The survey was completed by 285 Minnesota lodging businesses, including hotels and motels, resorts, B&Bs, campgrounds and vacation home rentals. The summer travel season in Minnesota accounts for 37% of annual expenditures that contribute to a $14.4 billion tourism economy.

“Overall, it’s been a good summer and these results indicate that tourism is steady and contributes to Minnesota’s economy,” said Explore Minnesota director/CEO John Edman. “From big summer events and lakeside getaways to new hotels, there’s always something happening here. Minnesota is an appealing, close-to-home getaway for our core target markets and we continue to attract travelers from further away,” Edman added.

The extended holiday weekend heading into the fall season is a good excuse for travelers to explore Minnesota’s nearly 12,000 lakes, 500+ golf courses, 76 state parks and recreation areas, national park sites, thousands of lodging accommodations, 4,000+ miles of bike trails, fall colors and more. Explore Minnesota survey respondents’ outlook for fall travel was moderately optimistic, with 26.5% expecting increased revenue and 24% anticipating higher occupancy than fall 2016. 22.5% predicted revenue will be down and 23% predicted occupancy will be down. To guide travelers this fall, Explore Minnesota will launch its free, weekly fall color updates starting Sept. 14.

“2017 has been a great year for Minnesota tourism, and the momentum will continue to pick up steam as we head into 2018 with high-profile events like Super Bowl 52, Red Bull Crashed Ice, NCAA Frozen Four and X Games shining an even brighter spotlight on our state,” noted Edman.

Award-Winning #OnlyinMN Campaign Continues in 2017-18 
The popular statewide #OnlyinMN travel marketing campaign continues this year after achieving impressive results the last two years. An independent study found the 2016 spring/summer campaign generated 3.5 million trips and $388.8 million in spending that would not have occurred otherwise. In addition, 2.85 million people who did not visit Minnesota in 2016 indicated they intend to do so in the next year. Earlier this week, the U.S. Travel Association recognized Explore Minnesota and the #OnlyinMN campaign efforts with a national award for the best travel branding and integrated marketing campaign among states with similar marketing budgets.

In partnership with Minneapolis-based ad agency Colle+McVoy, the 2017 campaign featured one new TV spot (and three returning spots from 2016); robust digital, print and radio advertising and inspirational social media efforts, including the #OnlyinMN monument that can be found at events and attractions across the state. The campaign continues in 2017-18, featuring a new TV spot and experiential marketing activity that will debut during Super Bowl 52, a time when Minnesota will have the world’s attention as the host state of the big game. Explore Minnesota has plans to bring greater Minnesota to downtown Minneapolis, giving Super Bowl attendees a taste of what the state has to offer year-round.

To date, the popular #OnlyinMN hashtag has been used more than 660,000 times, and Explore Minnesota has amassed nearly 400,000 fans on social media, inspiring travelers and residents alike to experience new things and share what they find in real time.


About Explore Minnesota
As the state’s tourism promotion office, Explore Minnesota pursues an entrepreneurial approach, leveraging the state’s tourism investment with increased involvement by the private sector. A council of representatives from the state’s tourism industry strongly connects Explore Minnesota Tourism with tourism businesses and organizations.

Tourism is a $14.4 billion industry in Minnesota, and a key sector of the state’s economy. The leisure and hospitality industry—a major provider of tourism services—employs nearly 260,000 workers, representing 11 percent of Minnesota’s private sector employment. Leisure and hospitality also generates 17 percent of the state’s sales tax revenues. Minnesota welcomes more than 70 million domestic and international travelers annually.

See what’s happening right now, only in Minnesota, at exploreminnesota.com and join the movement via @exploreminn on Twitter and Pinterest, or @exploreminnesota on Instagram and Facebook, using #OnlyinMN.

SOURCE: Explore Minnesota

Media contacts: 
Alyssa Hayes (Ebel), Explore Minnesota, 651-757-1857, alyssa.hayes@state.mn.us
Erica Wacker, Explore Minnesota, 651-757-1862, erica.wacker@state.mn.us