Truckee Hoteliers Meet for Spring / Summer 2026

Lodging Partners

• Kyle Overacker & Kirsten Lant, Martis Valley Lodge
• Stefan Moore, Gravity Haus Truckee-Tahoe
• Tatum Hogarth & Spring Untalan, SpringHill Suites
• Ben Schynoll, Best Western Plus Truckee-Tahoe Hotel
• BJ Singh & Harry Sidhu, The Inn at Truckee

Visit Truckee-Tahoe

• Jackie Calvert, Executive Director
• Tracy Weingard, Director of Brand & Marketing

Guest Presenters

• Carmen Lopez, Town of Truckee
• Sean Kristl, Alpenglow Expeditions
• Keith Davis, North Lake Aviation

• Community & Partner Updates
• Roundtable News & Winter Shareouts
• Lodging Insights & Analytics
• FY 25/26 Lodging Trends & FY 26/27 Projections
• Regional Lodging Report
• Expedia Traveler Insights
• Marketing Updates & Early Summer Campaigns
• TTBID Restoration & Strategic Initiatives

The afternoon opened with presentations and community updates from several regional partners.

Representatives from the Town of Truckee shared updates and gathered feedback on the Truckee Mountain Filtered campaign, a sustainability initiative designed to educate visitors about Truckee’s high-quality drinking water while encouraging reusable water bottle use and reducing single-use plastics. View the Truckee Mountain Filtered partner resources and brand toolkit here.

Guest presenters from Alpenglow Expeditions and North Lake Aviation also shared information about upcoming summer experiences and offerings available to visitors, highlighting opportunities for lodging partners to help connect guests with guided outdoor adventures and unique regional experiences.

Additional discussion included updates around Donner Lake summer parking limitations and ongoing visitor management considerations heading into peak season.

The lodging roundtable sparked thoughtful and candid discussion around the challenges and opportunities facing the regional hospitality industry.

Several lodging partners described Winter 2025/26 as difficult, particularly during January and February when inconsistent snowfall and broader economic pressures impacted visitation and booking pace. Despite the challenges, partners emphasized the importance of collaboration, adaptability, and maintaining a long-term perspective.

Properties shared that spring business improved significantly heading into May, with many reporting encouraging summer pacing and stronger outlooks for June and July. Several hoteliers noted that while demand patterns continue evolving, Truckee-Tahoe remains in a relatively strong position compared to other mountain destinations across the West.

One recurring theme throughout the conversation was maintaining rate integrity heading into summer, with operators agreeing that travelers are still planning trips and demand remains healthy despite continued economic uncertainty.

Partners also discussed operational realities across the industry, including staffing, housekeeping efficiency, food and beverage costs, and the continued importance of delivering strong guest experiences during shoulder seasons.

Visit Truckee-Tahoe shared updated lodging analytics and regional tourism data during the meeting.

• Winter vacation rental performance proved more resilient than many expected, ending the season down just 1.5% year over year in guest nights despite snowfall totals trailing the previous winter.
• Hotel room nights experienced a larger year-over-year decline of 15.7%, though discussion during the meeting emphasized the unique booking behavior of hotel travelers, who tend to reserve closer to arrival dates than vacation rental guests.
• Summer outlook data presented during the meeting showed strong momentum in vacation rental demand, with summer guest nights pacing 18% ahead of last year and 49% ahead of 2024 levels.
• Expedia traveler insights also reinforced continued regional demand, with California remaining the dominant booking market and family travel continuing to lead visitor segments.

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Visit Truckee-Tahoe also shared marketing performance highlights and strategic priorities for the coming fiscal year.

Current fiscal year marketing efforts have generated:

• 18.4 million paid media impressions
• 367,000 website sessions
• 1.6 million organic social reach
• 400,000 social engagements

The organization also reviewed FY 26/27 strategic investment priorities, including expanded investment in destination marketing, stewardship initiatives, off-season event support, and new meetings and group business opportunities.

Upcoming campaigns and promotions previewed during the meeting included seasonal lodging campaigns, event-based lodging offers, and a new Travelzoo partnership campaign designed to support spring and shoulder season overnight stays.

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As Truckee-Tahoe transitions into the summer season, the overall sentiment from the meeting was one of cautious optimism and continued partnership.

While winter brought challenges across the lodging sector, partners expressed confidence in summer demand, appreciation for ongoing collaboration within the community, and enthusiasm around the region’s continued ability to deliver meaningful visitor experiences year-round.

Visit Truckee-Tahoe thanks all lodging partners and presenters who participated in the Spring / Summer 2026 Hotelier Meeting and looks forward to continued collaboration throughout the year.