The Michigan Travel USA Overnight Report, funded by the Michigan Economic Development Corporation via tax dollars, provides valuable insights into visitor trends that are crucial for new and established STR owners in Michigan.
The report is among many published annually that can help us understand travel and tourism trends in our state. They are typically published 6 based on calendar year data, 6 or so months into the next year.
The following is a short summary of the 2023 report published in June 2024, which breaks down data and trends for the state overall as well as specific regions.
As a short-term rental owner – or seeking to be, in the state of Michigan this data can be very helpful in understanding the trends in specific areas, demographics, and help inform your overall marketing strategy.
Visitor Trends and Demographics
- Repeat Visitors: A significant portion of overnight travelers to Michigan are repeat visitors, highlighting the importance of creating memorable experiences to encourage repeat bookings.
- Visitor Origins: Most visitors are domestic, traveling from within the state or nearby regions, which suggests marketing strategies should focus on these areas.
- Trip Purposes: Leisure remains the primary reason for travel, with many visitors drawn to Michigan’s natural beauty and outdoor activities.
Impact on STR Owners
- Target Marketing: Understanding that most overnight travelers are looking for leisure could help STR owners tailor their properties and marketing to highlight relaxation and local attractions.
- Customer Experience: The high rate of satisfaction among visitors underscores the importance of maintaining high standards in accommodation quality and guest services.
- Accessibility Needs: With a notable number of travel parties requiring accessibility services, ensuring your rental meets these needs can tap into an underserved market.
Operational Insights
- Booking Trends: Most bookings are made online, emphasizing the need for STR owners to have a robust online presence and an easy booking process.
- Seasonal Trends: The report indicates peak travel times, which can help STR owners plan for high and low seasons, optimizing rates and availability accordingly.
By leveraging the detailed insights from the 2023 report, STR owners can strategically enhance their offerings, aligning closely with the preferences and needs of Michigan’s diverse visitors. This approach not only boosts occupancy rates but also ensures guests leave with a positive impression, increasing the likelihood of repeat visits.
For a deeper dive into the full report and to tailor these insights to your specific region within Michigan, access the full report here.
MiSTRA is a 501(c)6 nonprofit, member-led organization supporting the short-term rental industry in Michigan. We bring together owners, operators, management companies, and other industry stakeholders to network, learn, and elevate the industry in Michigan.