Visit Truckee-Tahoe convened Truckee hoteliers at the Best Western Plus Hotel for the Summer 2025 Hoteliers Meeting on June 3, 2025. Led by VTT CEO Colleen Dalton and VTT Director of Tourism Jackie Calvert, the meeting provided hotel partners the opportunity to connect, share spring performance insights, discuss current challenges, and learn about Visit Truckee-Tahoe’s FY 25/26 strategies and statewide tourism trends.
Meeting Attendees
Properties:
- The Star Hotel: Desiree Vaille
- Gravity Haus: Stefan Moore
- Springhill Suites: Tatum Hogarth, Spring Untalan
- Donner Lake Village / Crown Realty: Fernando Cori
- Best Western: Lisa Orme, Ben Schynoll
Absent:
- Hampton Inn & Suites
- Cedar House Sport Hotel
- The Truckee Hotel
- Donner Lake Inn
- Truckee Donner Lodge
- Loch Leven Lodge
- Hotel Truckee Tahoe
- Inn at Truckee
- Tahoe Star Hotel
- River Street Inn
VTT Staff:
- Colleen Dalton, CEO
- Jackie Calvert, Director of Tourism Management
- Tracy Weingard, Director of Brand & Marketing
Agenda
- News & Roundtable (see below for recap)
- Macro & Micro Trends - Presented a snashot of the current tourism landscape, noting national economic uncertainty and evolving consumer behavior. Outlined Visit Truckee-Tahoe’s strategic focus on increasing overnight visitation, including key marketing initiatives for FY 25/26, enhanced tourism advocacy through improved tracking and reporting, and ongoing efforts in destination stewardships. View full presentation here.
Roundtable Discussion // High-Level Takeaways
Market Performance & Trends
Most hotels reported solid summer pacing, with July nearly sold out and strong demand stretching into late September. Spring and early summer performance varied, with weather playing a significant role—properties at higher elevations saw reduced skier visits in Q1. Midweek bookings remain a challenge, though weekend and group demand is steady or growing. Several properties reported early sell-outs for wedding blocks and social groups.
Guest Behavior
Travelers continue to book later and are highly price-conscious, especially for midweek stays. Some are choosing to arrive on Saturdays instead of Fridays to avoid traffic and reduce lodging costs. Direct booking remains a priority, but OTAs continue to capture a large share.
Operations & Staffing
Staffing remains a challenge, especially for housekeeping and front desk roles. Properties are using performance-based incentives to boost morale and retention. The return of J1 visa workers for summer was helpful for some. Several hotels noted success with digital check-in and enhanced guest communications. Renovations and upgrades are in progress or planned at some properties.
Marketing & Partnerships
Hotels are investing in digital marketing to drive direct bookings and rebuild visibility. Some are pursuing partnerships with ski resorts such as Alterra and Vail Resorts and local experience providers. Properties are exploring “road trip-friendly” packages to appeal to drive-market visitors who are sticking closer to home. Properties expressed interest in VTT-provided QR flyers for guest-facing staff.
External Factors
Fire preparedness and emergency plan visibility were raised as concerns. One hotel noted the need for a publicly shared fire escape and safety communication plan. VTT acknowledged this and will coordinate with Town of Truckee public safety staff to provide additional resources. Jackie noted that Tahoe Alerts is the best way for guests and staff to stay informed about local emergencies, including wildfire activity, evacuations, and road closures.
In the meantime, hoteliers are encouraged to reference and share the Wildfire & Evacuation Guide available on VTT’s website.
Action Items & Requests
- Data Reports – Occupancy, ADR, Airbnb trends to assist with staffing and forecasting
- Rate Comparison Data – Especially interest in insights around North Lake properties (Jackie noted NTCA data is available)
- Town Maps – High demand for printed copies for front desks
- QR Flyers – Request for printed flyers with QR codes linking to high-traffic VTT web pages
- Emergency Planning – Follow-up meeting requested to share Town fire safety plan
