A pre-summer survey of Minnesota lodging businesses revealed a positive outlook for summer travel statewide, continuing an upward trend over the past several years.
Nearly half of respondents (49 percent) expect summer revenue to be up, and 42 percent predict increased occupancy compared to the summer of 2015. By contrast, 16 percent of respondents expect occupancy and revenue to be down. Overall, 81 percent of respondents rated their current financial health as growing (29 percent) or stable, but positive (52 percent).
Three-fourths of survey respondents also reported that spring (April-May) occupancy and revenue was up or stable compared to 2015. In addition, Minnesota's leisure and hospitality industry gained more than 2,900 jobs from a year ago as of April.
"These results show that Minnesota continues to be an attractive vacation destination for large numbers of travelers," said John Edman, director of Explore Minnesota, in a news release. "Our successful #OnlyinMN marketing campaign is leaving a lasting impression on both new and returning visitors to our state, and we expect that trend to continue this summer and beyond."
The survey was completed by 212 Minnesota lodging businesses, including hotels and motels, resorts, bed-and-breakfasts, campgrounds and vacation home rentals.
ADVERTISEMENT
This positive outlook for Minnesota is in line with nationwide trends. Contributing factors include low gas prices and a strong labor market. Airlines for America projects summer air travel will reach a record 231 million passengers. In addition, the U.S. Travel Association predicted that domestic travel will increase by 2 percent this year, with the number of international visitors increasing by 2.6 percent nationwide.
"2016 has been, and will continue to be, a strong year for Minnesota's $13.6 billion tourism industry. We share the industry's optimism for the future and are excited to entice even more travelers to explore Minnesota," Edman said.
#OnlyinMN Campaign Evolves in 2016
The award-winning #OnlyinMN travel marketing campaign continues to evolve this year after achieving impressive results the last two years. An independent study found the 2015 spring/summer campaign generated 3.2 million trips and $337.4 million in spending that would not have occurred otherwise. In addition, 2.6 million people who did not visit Minnesota in 2015 indicated they intend to do so in the next year.
In partnership with Minneapolis-based branding and advertising agency Colle+McVoy, the 2016 campaign features three new TV spots; radio promotion on MPR's popular "A Prairie Home Companion"; dynamic print, digital and mobile advertising; inspirational social media strategy; and innovative out-of-home advertising tactics. In addition, Explore Minnesota will highlight golf to leverage the 2016 Ryder Cup in Minnesota, with a test campaign in the Dallas-Ft. Worth area and partnership with Tom Lehman.
To date, the popular #OnlyinMN hashtag has been used more than 300,000 times, and Explore Minnesota has amassed close to 230,000 fans on social media.
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 $13.6 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 more than 254,000 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 nearly 70 million domestic and international travelers annually.
ADVERTISEMENT
See what's happening right now, only in Minnesota, at exploreminnesota.com via @exploreminn on Twitter and Pinterest, or @exploreminnesota on Instagram and Facebook, using #OnlyinMN.
