"Whistler.com is seeing between 100 to 200 enquiries per day for accommodation, and we've been able to connect many Games-time visitors with accommodation providers at prices that are acceptable to both. We've become the 'go-to' site for people seeking accommodation in Whistler during Games time," says Diana Lyons, vice-president of operations for Tourism Whistler, which co-owns and operates whistler.com.
The average daily rate per bedroom for Games-time accommodation booked through whistler.com is $600 per bedroom per night. This represents the usual peak period rate in Whistler plus a premium of 25 to 50 per cent. Tourism Whistler's research with its current 2010 Winter Games contact list shows that many people are willing to pay this premium, but most are not willing to pay more. Lyons says most accommodation members of Tourism Whistler who have offered properties for rent during the 2010 Winter Games have been reasonable in terms of the prices they've asked for.
"Whistler.com supports fair and competitive accommodation rates to ensure that visitors to our Resort during the 2010 Winter Games have an enjoyable and memorable experience," she says. "Our research indicates that full occupancy has not been achieved in recent host cities. In Salt Lake City, reports indicate occupancy ranged between 84-90% at Games time. We want to avoid a situation where Whistler properties sit empty during the Games. Fair pricing supports our goal of leveraging the Games into long-term repeat visitation. Unfair pricing could prevent us from achieving the goal of maximizing our occupancy during the Games."
To facilitate credible baseline prices and appropriate premiums for spectator accommodation for Games time, Tourism Whistler carried out an extensive survey of whistler.com's 2010 Winter Games customer contact list. This list of people who indicated they wish to book during 2010 Games time provided strong data from an extremely credible source specific to Whistler and the 2010 Winter Games. 1,577 people were surveyed, and 607 responded. The key findings were as follows:
- Up to a 30 per cent increase at Games time over usual peak period rates: the largest two sets of responders (70 per cent) would stay for the same or beyond the number of nights required to participate in the events they plan to attend.
- Up to 50 per cent increase: the largest two sets of responders (58.4 per cent) would stay for the same number of nights or try to stay as few nights as possible to participate in the events they plan to attend.[/list]
- More than 50 per cent increase: the largest two sets of responders (76 per cent) would try to stay as few nights as possible or not attend the events they are currently planning to attend.
Branded hotels, boutique hotels, and privately-owned condominiums rarely make their inventory available a year prior to any event, and the 2010 Winter Games are no exception. This is why some people seeking Whistler accommodation haven't found a wide range of accommodation choices in recent months. However, Lyons says whistler.com has been urging providers to make inventory available earlier than normal, and the number of rooms offered and booked through whistler.com has been steadily increasing as more providers are making their rooms available. "This month, whistler.com surpassed $1 million in sales of accommodation and packages for February 2010; in a typical month of May, sales for the following February would only be about seven per cent of that total," Lyons notes.
Lyons says that, as well as spectators, many accommodation providers have been extremely pleased with the bookings whistler.com has delivered.
"They are delighted to be booked for the Games and are now able to focus their efforts on filling their properties for the rest of the 2009/2010 winter season," she says. "We are pleased that many accommodation providers are choosing to list their properties now. There is demand from spectators at the moment, but traffic at whistler.com suggests that the number of queries may have peaked, and demand could start to decrease soon as people finalize their plans for Games time."
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