Wisconsin Lodging Industry Data

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Survey results from The U.S. Conference of Mayors (USCM) and the American Hotel & Lodging Association (AHLA) showed the valuable partnerships hotels and the travel sector have in cities across the country. According to the survey, the hotel industry is critical to local economics, career opportunities, community development, tax revenue, and growth.

Data was collected by more than 100 mayors, representing cities of 30,000 or more. The AH&LA Education Foundation funded the survey. Check out the key survey findings below, or click here to read the Executive Summary.

  • Tourism and the hospitality industry was cited as the second largest sector of the economy 20%; the healthcare industry was cited as the largest sector at 28%.
  • Nine out of ten mayors said their community would benefit from more hotels.
  • 70% of mayors believe hotels and lodging provide the best opportunity, benefits, and wages within the tourism industry.
  • 68 % of mayors report hotels and lodging are the largest contributors to their city’s destination marketing fund.



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In 2010, the Wisconsin Department of Tourism embarked on an ongoing study to track traveler perceptions and behaviors over time. Qualitative research was conducted during January in Chicago and Minneapolis. During the month of May, travelers who live in Chicago, Milwaukee, the Twin Cities and Iowa then took an online survey. Only those respondents who had spent one overnight involving vacation travel in the past year and – at a minimum – shared in the responsibility for making travel or vacation plans for their household were included. More than 1,600 travelers’ responses were included in this research.

The research report is prefaced as being a beginning, and additional data will be shared as it becomes available. The report highlights travel habits, planning tools and motivators for leisure travel. A few interesting statistics from the report include:

- “Having Fun” is the number one motivator for embarking on leisure travel in Wisconsin.

- 73% of respondents selected a hotel or place to stay online, compared with 45% of respondents in a national sample reported in a similar study called “The State of the American Traveler” in January 2010.

- 69% of respondents reported booking a hotel or other lodging online, compared to 43% of respondents in the “American Traveler” poll.

The full two-page report, complete with handy charts and graphs, can be downloaded here.


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WIA members should have received the latest industry benchmarking data from STR Global (formerly Smith Travel Research) today in their InnSider newsletters.09WI-OccData

Members can also click here to view the June data.  The information is password protected for WIA members only, please contact Michelle in the WIA office for assistance with your username & password if needed.  Not a member?  Check out JoinWIA.com now to get started!


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WI-Occupancy-DataDo you know where to find the latest lodging occupancy & ADR statistics for your budgeting needs?  Do you know how you stack up against your comp set each month?

The graph above shows statewide occupancy data provided by STR Global.  Each month, WIA members receive the latest Wisconsin lodging industry figures for their region and metro market via email in the InnSider newsletter.

If you’re not a WIA member, click on over and see what else you’re missing!


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OccupancyChartThrough both print and electroinic communication, Wisconsin Innkeepers members are kept informed of the latest industry news. The quarterly Inn Touch magazine, monthly “InnSider” e-newsletter and timely e-Alerts & Legislative Briefs put the most current & relevant lodging industry updates and information at your fingertips. From the latest on revenue management to marketing tips, energy cost savings strategies to comparative wage data, WIA publications keep members in-the-know.
Whether you’re looking for money saving ideas, industry benchmarking data or have regulatory or room tax questions, WIA will provide the answers. Each month the “InnSider” e-newsletter features the most recent occupancy, RevPAR and ADR data available from Smith Travel Research: statewide, by region and by metro market.
What to do if you’re not receiving the InnSider every month in your email:

  1. Check to see if you are a current WIA member
  2. Check your email, the InnSider newsletter is delivered the first Wednesday of every month
  3. Check your spam filter, the InnSider is sent from communication@wisconsinlodging.info
  4. Contact the WIA office for additional assistance if needed

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