Occupancy rates this winter may have sagged a bit under the weight of all that erratic weather, but the post-pandemic tourism boom in Stowe is looking more and more like it’s here to stay.
This is according to the numbers shared at Stowe Area Association’s annual winter meeting held in late March.
Compared to the 2022-2023 winter, the numbers this year were either on par or slightly depressed — occupancy rates were down 6 percent in February and 8 percent in March — but the average rate of filled rooms has remained relatively robust.
“Over the past decade, Stowe’s winter occupancy has taken off,” according to notes from the meeting. “Prior to 2020, Stowe’s average winter occupancy rate was just below 50 percent. Over the last few years, the average winter occupancy rate is 64 percent.”
Other notable trends: January’s average occupancy of 62 percent was on par with the previous year and just shy of the 2022 occupancy record of 63 percent; February’s 73 percent average occupancy rate was the highest within the last 12 months; and March had seen lower-than-expected occupancy but saw a solid mid-month pick-up following the late season snow surge.
Jen Greene, a spokesperson for Stowe Area Association, confirmed that the organization believes this is partially attributable to the so-called “Vail effect,” or the increased attraction of Stowe as a destination for Epic passholders following Stowe Mountain Resort’s 2017 acquisition.
This consistent boost is also being attributed to a general increase in the popularity of outdoor recreation, outdoor hobbies and destinations with many natural amenities in the post-COVID world.
Greene also noted that the “power of the influencer” has drastically expanded in the post-pandemic world.
This means Instagram and TikTok power users inspire others to consider Stowe for their vacations, as well as a growth in Stowe’s niche pop culture imprint, as evinced by the filming of Bravo reality show “Winter House” in town for two seasons before it decamped to Steamboat Springs, Colo.
As for April — well, we all know April saw a single-weekend occupancy rate of nearly 100 percent during the recent eclipse that’s sure to push its average occupancy rate toward historic highs.
Stowe Area Association has managed to grow its piece of the pie as well. It saw a 6 percent rise in revenue through its booking sites, propelled by the growth and diversity of their marketing strategies, according to its own data.
The association also saw an eclipse sales bump with a reported 91 percent growth in sales over last April so far this month.
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