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The travel sector is an integral part of the City of Coronado’s economy. Group visitors, in particular, generate significant economic benefits to households, businesses, and government alike and represent a critical driver of the city’s future.

Group Travel Impact

After the pandemic brought group travel to a halt in 2020 and remained a significant hindrance in 2021, 2022 was a year of marked recovery as pent-up demand for group travel following its long hiatus supported spending that even surpassed 2019 in Coronado.

In 2022, groups spent $113.5 million in direct visitor spending, generating a total economic impact of $164.1 million in Coronado in 2022. This total economic impact sustained 950 jobs and generated $8.2 million in local tax revenues in 2022.

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Direct Visitor Spending

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Total Economic Impact

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Total Jobs Generated

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State & Local Tax Generated

Group Volume Trends & Hotel Performance

Travel demand to the City of Coronado peaked in 2018, with 452.7 thousand hotel room nights sold, 210.4 thousand of which were from the group travel segment. Hotel room demand, and group room demand in particular, experienced a moderate contraction in 2019 due to limited meeting space availability during hotel renovations.

The global pandemic induced a severe travel decline in 2020, and while leisure travel re-emerged in 2021, the group travel recovery did not begin in earnest until 2022, resulting in record high group room revenue.

Hotel Room Demand

Coronado room nights sold improved 24% in 2022, posting an increase of approximately 78,000 room nights sold.

graph of hotel room nights sold in Coronado, in thousands. the source is STR. in 2018, the amount is 452.7. in 2019, the amount is 427.5, a reduction of 5.6% year over year. in 2020, the amount is 194.3, a reduction of 54.5% year over year. in 2021, the amount is 319.5, an improvement of 64.4% year over year. in 2022, the amount is 397.4, an improvement of 24.4% year over year

Transient Occupancy Tax (TOT)

The prolonged impact of the COVID-19 pandemic has led TOT revenue to soften for two consecutive years.

The City of Coronado projects TOT revenue for the 2022 fiscal year to reach $12.0 million, a 16.5% improvement.

a graph showing TOT tax revenue in coronado. the amount is in millions of dollars, from fiscal year beginning July 1. the source is city of coronado, and the 2022 value is a projection from the city of coronado. for 2018, the amount is $15.3m. for 2019, the amount is $15.7m, a 2.5% improvement year over year. for 2020, the amount is $11m, a 29.8% reduction year over year. for 2021, the amount is 10.3m, a 6.3% reduction year over year. for 2022, the amount is $12m, a 16.5% improvement year over year.

Room Demand Segmentation

The share of group room nights sold in 2022 exceeded its 2019 benchmark. It is inching towards an ideal 50/50 split of group and leisure guests.

graph showing hotel room demand segmentation between leisure guests and group guests. the source is str and tourism economics. in 2018, the value is 54% leisure, 46% group. in 2019, the value is 60% leisure, 40% group. in 202, the value is 79% leisure, 21% group. in 2021, the value is 78% leisure, 22% group. in 2022, the value is 58% leisure, 42% group.

Occupancy Segmentation

The overall occupancy rate recovered to 66.1% in 2022 due to a resurgence in group occupancy.

Group occupancy more than doubled to 27.5% in 2022.

graph showcasing occupancy rates by segment as a percentage, comparing leisure guests vs group guests. the source is str and tourism economics. in 2018, the split is 36.1% group, 41.6% leisure. in 2019, the split is 30.8% group, 45.6% leisure. in 2020, the split is 8.1% group, 30% leisure. in 2021, the split is 12% group, 43.7% leisure. in 2022, the split is 27.5% group, 38.6% leisure.

Monthly Performance

Group travel demand proved to be a valuable out-of-season substitute for leisure travel demand, as seen in the month of October, where peak group demand coincided with the weakest month for leisure demand.

graph showing hotel occupancy in coronado by month in 2022 as a percentage, for both leisure and group guests. in january, the split is 10% group, 23% leisure. in february, the split is 25% group, 31% leisure. in march, the split is 33% group, 43% leisure. in april, the split is 34% group, 41% leisure. in may, the split is 26% group, 42% leisure. in june, the split is 34% group, 46% leisure. in july, the split is 24% group, 58% leisure. in august, the split is 24% group, 52% leisure. in september, teh split is 35% group, 33% leisure. in october, the split is 48% group, 21% leisure. in november, the split is 29% group, 28% leisure. in december, the split is 8% group, 43% leisure.

Group Performance

Group room demand’s recovery began in earnest in 2022, with a 140% rise from 2021.

graph of coronado group room nights sold, in thousands. the source is str, and tourism economics. in 2018, the value is 210.4 thousand. in 2019, the value is 172.4 thousand. in 2020, the value is 41.4 thousand. in 2021, the value is 68.9 thousand. in 2022, the value is 165.5 thousand.

Group Revenue

Even as group room demand remains slightly behind its prior levels, elevated ADR pushed group room revenue to a new all-time high – exceeding its 2018 level by 12.4%.

graph of coronado hotel group revenue, values in millions of dollars. source is str and tourism economics. in 2018, the value is $59.1m. in 2019, the value is $47.8m. in 2020, the value is $11.3m. in 2021, the value is $24.8m. in 2022, the value is $66.4m.

Group Visitor Profile

Coronado hosted over 74,000 group hotel visitors in 2022, a 141% increase from 2021 but still 22% lower than in 2018. These visitors and their associated event spending provided $1,524 per visitor, and on average, $401 per visitor day.

graph titled summary of group market profile. values are from 2022. source is tourism economics and event impact calculator. there were 165,908 group room nights. there were 74,449 group visitors. there was $1,524 spending per group visitor. there was $401 spending per visitor day.
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Group Economic Impact

Groups spent $113.5 million in direct visitor spending in 2022.

The 165,908 group room nights in 2022 generated $66.4 million in lodging spending and $113.5 million in total visitor spending. This includes visitor spending on transportation, restaurants, retail, recreation, and other services.

Including the supply chain (indirect impacts) and the local spending of earned income (induced impacts), groups generated $164.1 million in economic activity in the City of Coronado in 2022.

Economic Impacts in Context

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$164.1M Group Sales

The $164.1 million in group sales means that nearly $450,000 was spent EVERY DAY by visitors in the City of Coronado.

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$58.4M Labor Income

The $58.4 million in total income generated by groups is the equivalent of nearly $8,200 for every household in the City of Coronado.

950 Total Jobs

The number of jobs sustained by tourism (950) supports 11.1% of all jobs in the City of Coronado.

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$8.2M Local Taxes

Each household in the City of Coronado would need to be taxed an additional $1,150 to replace the visitor taxes received by the local government in 2022.