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CVB presentation: Aberdeen reports stronger occupancy, broad digital reach in 2025
Summary
The Aberdeen Area Convention & Visitors Bureau reported stronger hotel occupancy and extensive marketing reach year-to-date 2025, citing site analytics and campaign impressions and explaining visitor-tracking via a $2 occupancy fee and Placer.ai.
Aberdeen — The Aberdeen Area Convention & Visitors Bureau (CVB) gave the city council a year‑to‑date marketing report on Dec. 22, detailing web and campaign metrics, occupancy trends and how the CVB tracks visitors.
Casey, presenting for the CVB, said vacation pages received about "91,000 users, 89,000 of them new users" with nearly 360,000 page views for vacation content, and hunting materials similarly showed tens of thousands of users. The CVB reported running multiple campaign formats in 2025 — digital, billboards, radio, podcasts and video — and described total impressions as "15 campaigns garnering 16,000,000+ impressions" across platforms. Casey said the office uses Placer.ai and partner agencies' reporting to estimate visitation and that the primary local metric is the $2 occupancy fee hotels remit monthly to the city, which the CVB uses to estimate overnight stays.
Council members asked about return on investment and how promotional impressions translate into visitor nights; Casey said Placer.ai is new to their toolkit in 2025 but that the CVB will increasingly use it to measure event and visitor conversion. On hotel availability, Casey told council month-to-month occupancy has trended up and that October showed roughly 80% occupancy — information drawn from Star reports and internal tracking.
The presentation was informational; council asked follow-up questions and the CVB offered to provide additional Placer.ai data and the presentation materials for council review.
