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Amelia Island tourism stays strong, but officials watching late-summer booking slump
FERNANDINA BEACH — After months of outperforming expectations, Amelia Island's tourism industry is showing its first signs of slowing as hotel bookings for August and September trail last year's pace by more than 20%.
"Here's where we see the concern is August, hotels specifically, and September, hotels both down over 20% booking pace," Director of Research and Analytics Nate Aaron told the council. "So that's something to really be — keep our eye on."
"If you look we are 8% above our budgeted amount," Aaron said. "Year-over-year, we're 3% above last year at this time. That's all assuming the May estimate here, at $1.2 million, is relatively accurate."
He credited strong average daily room rates for much of the revenue growth.
Vacation rentals continue to outperform hotels despite a growing inventory.
The outlook for July also remains positive.
He added that "July we're looking great, as far as room nights are concerned," with hotels pacing 9% ahead of last year and vacation rentals up 4%.
"The majority of schools return... right there at the beginning of August, which kind of starts that shoulder season," Aaron said. "Right now, we're pacing — it's not really on people's radar right now for booking. We're pacing a bit behind for that September date."
Aaron said the new 95-room Holiday Inn Express opened about a month ago, although its impact is currently offset by the temporary closure of the Ocean Coast Hotel during a major renovation.
"And of course the Ocean Coast Hotel, which is over 100 rooms, they're closed right now for a full renovation. So, it kind of offset right now, but once Ocean Coast comes back online, we'll have another 100 rooms in supply."
"We're going through that transition phase," he said. "As we're working into new buckets, everything will come into focus."
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DouglasM
The economy has been strong??? But, Commissioner Poynter stated that his and others businesses were feeling the "pinch" because of a softening in the economy and not from Paid Parking!!! Huh.....
The economy is doing fine right now but there is a very noticeable drop in human traffic downtown. Sidewalks are relatively clear (except at the ice cream shop). I've never seen it like this. What could it be???? Hmmm...
Hotels are doing great.....downtown businesses, not so great, IMO. The 2nd quarter ends tomorrow and includes 3 full months of Paid Parking enforcement. How about a survey of businesses on their YOY 2nd quarter comps? Main Street folks too busy?
Tuesday, June 30 Report this
jford815
Maybe because it's so crowded that people are looking for less crowded destinations
Tuesday, June 30 Report this
Many people have commented on high prices for hotels in this area. Sometimes people opt for St Augustine instead due to lower prices. Hotels need to focus on finding the sweet spot for pricing in August September if they want to increase bookings. When I had vacation rental properties, I discovered this was the key. With the amount of money the TDC is pulling in, more needs to go to building beach walkovers and buying conservation land to save what attracts people here in the first place. The legislature needs to change how TDC funds can be used!
Friday, July 3 Report this