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By Matthew Wells, WHLA Membership Manager
This article was originally published in WHLA's 2024 InnTouch with WHLA Magazine.
Each year removed from the pandemic has been a steady rebound back to normalcy, and the lodging industry looks to balance out closer to historical standards. Advanced bookings, rising costs, low winter travel, and upcoming Summer events are all major factors that will impact this travel season.
WHLA Members have noted this year’s tourism season is previewed with advanced bookings and an increase of in-state guests. Rising inflation has Wisconsin families looking for vacation options closer to home, and within driving distance. After a hard winter with limited snow- fall, Wisconsin Northwoods properties hope for a Summer rebound. No snow trails open meant no snowmobile trips or cross country skiers. Some hoteliers hope to see these families pivot their trips to local getaways. "We have seen an increase in local travelers booking for this upcoming season. Rising costs have Wisconsin families seeking more affordable alternatives to expensive out of state vacations."
– Leana Schlicht
The Pointe Hotel & Suites Conference/Event Center
Lake Geneva properties have also noted an increase in bookings at this point in the season from last year. Families have had time to adjust to rising inflation, and are planning ahead for local travel. Lake Geneva has historically been a hotspot for Illinois travelers, but this season properties are seeing an increase in Wisconsin residents looking for local getaways. Couples and families looking to celebrate a special occasion have looked to this local tourist destination.
"Demand continues to rise exponentially keeping with the trends that began with the significant rebound in 2021. All projections are up year over year in both ADR and Occupancy across all transient segments."
– Brandon McConnell
Lake Lawn Resort
Another region looking forward to the Summer season is the Dells. This area has seen similar booking trends, with more advanced bookings than previous years. Although prices have increased over the last few years, there has been some stability recently which is encour- aging for the upcoming travel season.
"As some of our temperamental variables stabilize, such as staffing and cost of goods, we are looking forward to strong projections and forecasts this year. There are a lot of people out there who are traveling, and we see healthy signs of pre-summer bookings and pre-fall meeting/business travel already."
– Krissy Sigmund
Chula Vista Resort
Summertime is always a hot time of year for Milwaukee travel, but this 2024 season projects to be even higher than normal. The 2024 Republican National Convention is in Milwaukee & will give the city a national spotlight. Additional events that are bringing travelers to Wisconsin are the annual Harley Davidson Homecoming, Summerfest, the Air & Water show, and the Wisconsin State Fair.
Wisconsin’s rich natural resources provide a destination for travelers to escape the day to day congestion of daily life. People come from out of state to take advantage of these resources, and this year we are seeing Wisconsin residents seeking new experiences in their home state. The upcoming travel season is expected to be an improvement from previous years, fueled by Wisconsinites keeping their money within the state. Join the Membership Committee!
This article was originally featured in the 2024 InnTouch with WHLA Magazine
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