Bill Swindell, THE PRESS DEMOCRAT
Sonoma County’s hoteliers are playing catch-up to make room for the growing number of visitors.
The lodging industry is undergoing unprecedented expansion with about a dozen properties slated to open in the next few years.
The hotel building boom comes after a dearth of new lodging in the earlier part of the decade. Developers and hoteliers now appear to be making up for inactivity in the aftermath of the Great Recession, as the county remains a prime destination for wine tourism and an array of other activities and places to visit.
“This is a very strong county. … The occupancy level is very, very high,” said Jan Freitag, senior vice president for STR, a Tennessee research firm and longtime tracker of the global hotel industry. “Developers see a hot market and say, ‘Let’s get into it.’”
Developers are betting Sonoma County can keep delivering more tourists. It’s averaging about 7.5 million visitors a year. Those visitors are staying in more than 7,000 hotel rooms and 3,700 campground and recreational vehicle spaces, according to Sonoma County Tourism figures.