Sedona Summer Campaign Reports 92% Web Traffic Increase Amid Data Challenges

Sedona's Tourism Advisory Board (TAB) meeting on September 3, 2025, highlighted significant trends in tourism data and marketing strategies aimed at boosting visitor numbers. A key takeaway from the meeting was the positive shift in short-term rental occupancy rates, with October already showing a 36% occupancy, a promising sign for the upcoming months. This marks a notable recovery from previous months, where occupancy rates had dipped significantly.

The board discussed the performance of various rental platforms, noting that average daily rates (ADR) for Airbnb and VRBO have increased, although this rise may be partially due to changes in how cleaning fees are reported. The data indicated that the occupancy rates and ADRs are trending positively, suggesting a rebound in tourism activity.

In terms of marketing efforts, the summer campaign, which ran from May 15 to August 31, was analyzed for its effectiveness. The campaign attracted 119,000 visitors to the Sedona website, a 92% increase in web traffic compared to the previous year. However, the board acknowledged challenges in measuring the effectiveness of attribution-based advertising due to stricter data privacy regulations, which may impact future campaigns.

The meeting also revealed that the board is adapting its strategies based on real-time data. For instance, adjustments were made mid-campaign to focus on higher-performing markets, such as San Francisco and Dallas, while reducing spend in less effective areas like Seattle and Chicago. The introduction of a banner ad at Phoenix Airport was noted as a new initiative aimed at increasing brand awareness, although it lacks direct attribution metrics.

Looking ahead, the board emphasized the importance of timely data analysis to inform future campaigns. The upcoming winter campaign strategy will need to consider the evolving landscape of digital marketing and visitor demographics, particularly as families increasingly seek vacation rentals that cater to their needs.

Overall, the discussions underscored a proactive approach to tourism management in Sedona, with a focus on adapting to market trends and enhancing visitor experiences. The board's commitment to data-driven decision-making is expected to play a crucial role in sustaining the area's tourism growth in the coming months.