Stats: Hospitality business fared well in 2021

Elizabeth Fogarty

Hotel and motel business increased in Grand Junction in 2021 despite the challenges of the COVID-19 pandemic, according to year-end numbers reported by Visit Grand Junction.

“Grand Junction continues to grow as a community due to diversification among a variety of industries, not the least of which is tourism,” said Elizabeth Fogarty, director of Visit Grand Junction, the city’s destination marketing organization.

“A healthy tourism economy benefits residents by attracting businesses we all enjoy — new restaurants, retail and activity based establishments,” Fogarty said.

Year-end numbers for lodging tax collections for 2021 exceeded those for 2020 as well as 2019. So did views of the Visit Grand Junction website.

Average hotel and motel room rates climbed to record levels in 2021, and local occupancy also exceeded the statewide average.

Lodging tax collections for 2021 rose 72.1 percent from 2020, a year affected by the pandemic and related restrictions. 

However, 2021 collections also exceeded those for 2019 and prepandemic levels  by 13.3 percent.

Hotels and motels reported record average daily rates for Grand Junction in 2021. The number represents the average rental income per paid occupied room in a given time period. 

Six months in 2021 had the highest ADR in Grand Junction regardless of the months to which they’re compared. Ten months in 2021 had the highest ADR for those months.

The highest ADR was for September at $118.36. That’s 21.4 percent higher than the $97.48 in September 2019.

Grand Junction occupancy averaged 10 percent above Colorado for 2021. In June, occupancy reached 84.8 percent, nearly 16 points higher than the statewide occupancy of 73.3 percent for that month.

Page views at rose 6 percent in 2021 over 2020 and 11.9 percent over 2019. While residents and visitors both use the website, page views also constitute a measure of travel planning as well as a leading indicator of travel.