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Visit Walla Walla reports flat occupancy, highlights short‑term rental and targeted marketing gains
Summary
Visit Walla Walla told the city council its 2024 visitation was roughly flat compared with the following year but flagged new short‑term rental data, a $207 average daily visitor spend estimate and targeted digital ads that the organization says drove occupancy gains.
Guy Glazer of Visit Walla Walla presented the organization’s annual report to the Walla Walla City Council on Feb. 24, outlining 2024 lodging and marketing data and new tools for tracking short‑term rentals.
Glazer said overall occupancy was “about flat” year over year and that Visit Walla Walla has started measuring short‑term rentals through a subscription service, which showed an average of 328 short‑term rental units in the valley and roughly 2.23 rooms per rental. "We have an extra 700 rooms that are short term rentals," Glazer said, describing the conversion of those listings into a citywide capacity estimate.
The presentation gave numeric context for visitor spending and marketing. Glazer said the organization used a conservative average daily visitor spend estimate of $207, and a conservative average hotel daily rate of $140 (he said an actual rate nearer $160 is likely). He described earned media…
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