The travel and tourism sector in Sonoma County achieved a robust increase in visitor spending in 2022 compared to pre-pandemic levels. In fact, Sonoma County was one of only 20 counties in the state to reach this level of a healthy recovery. In 2023 however, visitation dipped, and demand leveled off even during the high season which impacted overall performance of the tourism sector. To understand this downturn in visitation, Sonoma County Tourism (SCT) launched a non-visitor study to gain insights about the perceptions and preferences of domestic travelers who took at least one overnight trip in 2023 but did not visit Sonoma County. The sample base included 800 travelers from California and Western States with an annual household income of +$100K, who are open to wine tasting and restaurant dining, exploring scenic beauty, and arts and culture travel experiences.

Several enlightening pieces of data from the study show that the decision to travel continues to be impacted by various external factors:

• Interest in Sonoma County: Interest in visiting Sonoma County is high. 67% of California travelers and 58% of western travelers are interested in visiting Sonoma County over the next two years for leisure. However, four in ten of all surveyed travelers also say that interest in other domestic destinations is the most important factor impacting their travel choices.
• Awareness/familiarity: More than a quarter (29%) of all travelers say that Sonoma County is just not on their radar, and lack of familiarity about the destination is more prominent among western U.S. travelers.
• San Francisco perception: More than one quarter (28%) of all travelers say the spillover effect of San Francisco’s negative media narrative is a deterrent to visiting Sonoma County. This sentiment rose in prominence among western U.S. travelers (49% agreed with this statement).
• Interest in international destinations: One quarter of all travelers say choosing an international destination over Sonoma County is the most important factor influencing their travel choices. 25% of all travelers strictly prioritized international travel over domestic travel.
• Financial concerns: 35% of all travelers say financial concerns and high cost of travel are the most important deterrents to visiting Sonoma County. Despite cost concerns, travelers said Sonoma County continues to offer good value for money.
• Winery experience: While Sonoma County’s brand ranked well across many notable U.S. wine destinations, a decline in quality of winery experience is impacting visitation. 39% of all travelers agree that winery experiences have become less attractive, citing increasing cost as a top factor.
• Sonoma County Tourism messaging/advertising: Sonoma County ads rank well in terms of inspirational power; 54% of travelers agreed the ads did inspire them to visit Sonoma County.

Broader context and implications:

• These findings are reflective of traveler perceptions among those who have not visited Sonoma County. As such, low awareness of the destination is expected, among other external factors at play in a competitive tourism landscape. However, among those visitors who do visit Sonoma County and are familiar with the destination—that visitor base remains a loyal one. Annual tracking of Sonoma County’s visitor profile shows that 72% of overnight travelers are repeat visitors and 52% of overnight travelers have visited Sonoma County in the prior year.

• In addition to the external factors identified in the non-visitor study, there have been significant local shifts in how area lodging responded to the losses experienced during the pandemic and the rising costs of goods and services. The sharp increase in Average Daily Rate in 2022 was followed by a 6% rate decrease in 2023 amid a year marked by flat demand and a 15% increase in room supply over five years. Even though this has impacted overall performance and revenue gains, it’s important to note that 42% of all travelers surveyed in the non-visitor study have never visited Sonoma County—leaving a sizeable portion of the surveyed audience open to and interested in visiting Sonoma County.

• SCT will continue to monitor this dynamic and evolving travel environment, and we will closely monitor consumer sentiment, visitor spending and lodging performance in 2024 to evaluate the year-over-year pace in market recovery.

Here are a few other notable trends that are expected to shape the 2024 travel year:

Hotel industry 2023 recap and 2024 outlook, HVS

Across the U.S., hotel performance remained steady in 2023 with occupancy around 63% and ADR rising by nearly 5%. Group room nights saw substantial growth, compensating for some pullback in domestic leisure travel. Looking ahead in 2024, a gradual acceleration in economic growth is expected. RevPAR is anticipated to increase, albeit at a lower rate than 2023. The monthly hospitality report by Amadeus, which includes forward-facing bookings pace data, indicates that 2024 is pacing on par with 2023 in Q1; however, on-the-books occupancy begins to outpace 2023 in April and continues that trend through September, reflecting a relatively stable hotel operating environment.

U.S. Travel Association Semi-Annual Forecast

From a national perspective, domestic leisure travel growth decelerated through three quarters of 2023 as consumer spending slowed amid higher borrowing costs, tighter credit conditions and the restart of student loan repayments. Business travel is still expected to grow in 2024, though at a slower rate. The economic slowdown, a strong dollar, and lengthy visa wait times could inhibit international travel growth, with volume reaching 98% of 2019 levels in 2024 (up from 84% recovered in 2023, and achieving a full recovery in 2025).

Event Industry Trends You Must Know in 2024, Cvent

In-person events will be at the heart of most event and hospitality programs in 2024. Face-to-face experiences provide greater opportunities for deeper engagement, networking, and interaction, making them business-critical. As attendees' expectations continue to rise, organizers are seeking unique venues that can support immersive and interactive experiences. With attendees receiving a deluge of content, event planners and marketers must find creative ways to engage their audiences. Consumers increasingly expect brands to demonstrate their commitment to sustainability and diversity, equity and inclusion. As an extension of a brand, meetings and events must follow suit. With high costs continuing to challenge marketing and event teams in 2024, and ROI measurement under greater scrutiny, ensuring the right Key Performance Indicators are in place for each event and buy-in from stakeholders will be crucial.

Understanding Traveler Plans, Preferences, and Priorities for 2024, Skift

As leisure travel demand returns and business travel is expected to catch up in 2024, travel brands are looking carefully at traveler preferences and factors that are motivating traveler decisions. Insights from a survey of over 800 hotels in 100 countries illuminate the shift in traveler preferences. Leisure travel remains the focus, and travelers are increasingly eager to see and experience new things. Travelers are looking to see and feel the culture of local areas. In fact, cultural tours were the top booked experiences among survey participants who are also members of the hotels included in the study. Quality of accommodation and loyalty program benefits were cited as the most important factors when selecting a hotel. Brands and programs that showcase the diversity of the destination as well as destination attributes that are culturally distinct will have a competitive advantage. Rates are expected to remain high, but the expectation among travelers is that service levels and added value will match.

The Biggest Wellness Travel Trends for 2024, Condé Nast Traveler

In 2024, wellness travel trends include a shift towards holistic health, focusing on longevity and a more comprehensive approach to well-being. Key trends include:

• Multi-generational wellness getaways: wellness vacations are evolving into family affairs. Resorts are introducing family bonding retreats, intergenerational spa time, and health-conscious activities for all age groups.
• Grief-related wellness: retreats are addressing grief with programs ranging from surfing therapy to hypnotherapy. Nature-based experiences, massages, and customizable wellness sessions aim to help guests manage grief and find closure.
• Blue zones retreats: inspired by the concept of blue zones (areas with long-lived populations), retreats explore longevity secrets through plant-based meals, natural movement, and lifestyle habits.
• Sleep focus: resorts are designing dedicated suites and retreats to improve sleep hygiene. AI-powered smart beds, sleep circuits, and innovative light and sound therapies are introduced for enhanced sleep experiences.

These trends reflect a broader shift towards a more intentional and comprehensive approach to wellness travel in 2024.

Things to Note:



• STR is comparing “Weekly Year Over Year.”
• Full County participation is approximately 48% of hotel properties and 78% of rooms.
• Total hotel supply rooms in Sonoma County in December 2023: 7,864 rooms.
• The average from other destinations include Napa, Palm Springs, Monterey, South Lake Tahoe, Vallejo/Napa Valley, and San Luis Obispo.