Key tourism forecast is sunny

On a recent Thursday, the Longboat Key Club and Resort staff predicted what bookings would be like for the coming weekend. But the numbers were off — they had 50 more bookings than estimated. The reason? Guests are coming in greater numbers than last year, but they’re booking more last-minute stays than in past years. For instance, in June, the Key Club booked four groups — which typically make reservations months in advance — for July.

“What we have been experiencing is unprecedented,” said Mary Kay Ryan, director of sales at the Key Club.

Officials at other Key resorts report the same trends that have played out during summer months since the economic downturn began: Everyone is on the hunt for a bargain. They’re often waiting until the last minute for bookings. But, the good news is, tourists are coming back to Longboat and its surrounding keys in higher numbers than they did last summer.

At the Key Club, bookings for June were up 10% according to Ryan, while the forecast for July is up 11%, and for August, it’s up 15%.

Karen Rangel, regional director of sales at Ocean Properties Ltd., which owns the Longboat Key Hilton Beachfront Resort, Lido Beach Resort and Holiday Inn Lido Beach, said last week that final numbers aren’t in yet for June but said bookings are up from last year at all three resorts.

“We’ve had a really good June, thanks primarily to some really nice group business,” said Rangel.

Rangel said that all three resorts also experienced a spike in calls after nearby Siesta Key was named the No. 1 beach in America by Dr. Beach.

Michele Kneuse, president of Florida Vacation Connection, which manages approximately 175 rental homes and condominiums on Longboat, Lido and St. Armands keys, said that bookings for this summer are exceeding those of last summer — and last summer, the company had 25% more bookings for the summer before that. According to Kneuse, increases are especially substantial in June and July.

“It’s kind of premature, but every month is stronger than the next,” she said. “We have no openings for short-term stays.”

At the 106-unit Casa del Mar, General Manager D.M. Williams said that if current numbers stay on track, the months of May through August will be the strongest the resort has ever seen in terms of gross volume. In July alone, he estimates that 375 families will stay at the resort.

But, although many local resort officials attribute the upswing in business to a modest improvement in the economy, there have been other factors at play.

At some resorts, officials say that last year’s numbers were off because of uncertainty about the BP oil spill.

“Even though there wasn’t a spot of oil on our beaches, it definitely affected us,” Rangel said. “We didn’t have that many cancellations, but we didn’t have nearly as many calls last year.”

At the Key Club, Ryan said that last year’s oil-spill uncertainty has resulted in fewer weddings for this season, because couples often look at wedding sites 10 or 11 months in advance. But, the good news is onsite inspections are up again this year, meaning that wedding business forecasts are good for next year.

“It makes a big difference when you aren’t dealing with storms or oil spills,” Ryan said.

Contact Robin Hartill at [email protected].