Fewer visitors at Sonoma County hotels

<p>Sonoma County hotels saw 10 percent fewer guests last year, as the recession took its toll on the county's $1.3 billion visitor industry. </p><p>But room rates held up better than most other Northern California getaways, and there are signs of a rebound later this year. </p><p>“Our projections are starting to look a lot better,” said Percy Brandon, general manager of Vintners Inn in Santa Rosa. </p><p>As the year drew to a close, Sonoma County was the only Northern California destination to report higher hotel occupancy in December. </p><p>“We expect an increase over last year,” said Brandon, who also chairs the county's tourism bureau. </p><p>Tourism is a key sector of Sonoma County economy, employing more than 20,000 workers, according to state labor analysts. Hotels, restaurants, wineries, museums and shops draw a steady stream of visitors who spend their time — and money — in the county.</p><p>To serve tourists, the hospitality industry has built 13,000 rooms and other overnight accommodations at hotels, motels, inns, B&Bs, vacation rentals and campgrounds.</p><p>U.S. travel took a hit with last year's economic downturn, as budget-conscious consumers spent less on leisure and business trips. </p><p>In Sonoma County, hotel occupancy averaged 59 percent in 2009, down 10 percent from the prior year, according to PKF Consulting, a San Francisco-based travel research firm. </p><p>Hotel occupancy fell 9 percent in neighboring Napa County and dropped 12 percent in Marin. </p><p>Northern California hotels slashed room rates an average 13 percent last year to attract visitors, according to PKF. But Sonoma County innkeepers were able to avoid cutting quite so deeply, reducing their prices by just less than 10 percent. </p><p>That's because the county has a larger inventory of budget accommodations, said Tim Zahner, a spokesman for the tourism bureau. Affordable lodgings saw the most demand, he said. </p><p>“We have a diverse mix of lodging types,” Zahner said. “For every Fairmont, we also have a campground. The Petaluma KOA had a great year.” </p><p>The average daily room rate in Sonoma County last year was $130, compared to $213 in Napa, according to PKF. </p><p>Across Northern California, luxury accommodations suffered the most, with room rates dropping nearly 15 percent. Economy lodgings cut their rates about 8 percent in 2009. </p><p>In Sonoma County, the year ended on a brighter note as hotel occupancy rose a half-percent in December, compared to a year earlier. On average, all Northern California destinations saw a 6 percent decline in December. </p><p>The county's performance is a sign that its tourism promotions are working, Brandon said. Hotel operators — including Vintners Inn — attracted guests by offering packages that included wine tours, shopping trips and dining, he said. </p><p>“A lot of properties were aggressive about packaging,” Brandon said. “They offered people more for the same rate.” </p><p>This week, the tourism bureau is launching a promotion aimed at the wedding market, offering $250 toward the tab at a Sonoma County hotel where a wedding party books at least 10 rooms. </p><p>“Weddings are big business,” said Zahner, citing a Brides.com study showing the average wedding group spends $28,000. </p><p>So far, bookings look good for the spring nuptial season, Brandon said.</p><p>“We're known for amazing weddings,” he said.</p>