Truckee Property Managers Meet for Fall/Winter 2025

Property managers reported a strong summer season with a later start, followed by a quieter fall and mixed early-winter pacing. Direct bookings currently account for roughly one-quarter to two-fifths of total reservations, with a focus on increasing this share in 2026.

Airbnb remains a top performer but recent policy and fee structure changes are affecting pricing and flexibility strategies. Cancellation policies and platform ranking impacts were key discussion points.

Operationally, managers are optimizing systems, communication tools, and after-hours coverage. Many are adopting AI-driven guest portals to reduce call volume and improve response times. Cleaning labor rates remain steady across the region.

Visit Truckee-Tahoe’s FY 24/25 results reflect strong marketing performance across all channels, with notable gains in reach, engagement, and conversion. The organization continues to build momentum in driving sustainable, year-round visitation to Truckee.

• 14.5M total impressions (+41% YoY) achieved despite a reduced media spend.
• 80.3K social followers, up 104% year-over-year.
• 396 PR placements reaching 5.1B UVM.
• 608K website pageviews (+18% from FY 23/24).
• Lodging referrals increased 67%, and direct offer conversions surged 371%.
• TART Connect usage rose 10 points YoY, highlighting growing use of sustainable local transit options.

• New Website Launch (August 28-October 13, 2025 vs. previous period):
  The new VisitTruckeeTahoe.com is performing exceptionally well, with booking engine views up 218%, purchase revenue up 488%, and overall engagement up more than 100% across all metrics. These early results confirm that the new site and expanded paid media strategy are driving stronger visibility, engagement, and lodging revenue.
• AI Trip Planner (Mindtrip):
  The redesigned site now highlights the AI Trip Planner with simple, one-click prompts that guide visitors to create personalized itineraries. Engagement is up 220%, itinerary creation has grown nearly 5,000%, and user registrations have tripled. The next step — integrating Ripe — will allow guests to plan and book lodging directly within the chat, creating a seamless trip-planning experience.
• Fall Media Plan ($100K total):
  Visit Truckee-Tahoe’s full-funnel media mix now spans Google, Meta, Expedia, Connected TV (CTV), and MobileFuse.
  • CTV: Ads on major networks like NBC and Paramount achieved visit rates nearly 3x the industry benchmark.
  • MobileFuse: Interactive quiz ads reached 62% engagement and 0.51% CTR, far exceeding norms.
• Fall Lodging Specials:
  Partner fall offers were featured prominently on the Deals & Packages page and promoted to 27K subscribers, achieving a 43% open rate and 20% click-through rate — strong results for shoulder season.
• Winter Lodging Campaign:
  The $150 Gift Card Offer is back, encouraging guests to book 3-night stays directly through VisitTruckeeTahoe.com. Proven to increase direct bookings 13x, the campaign is supported by a Partner Toolkit with creative assets and direct property links for easy participation.
• New Visitors Map:
  A new printed Visitors Map helps guests navigate Truckee, explore local favorites, and connect to nearby trails and dining. 

The Old Lumber Yard

Truckee’s heritage meets modern mountain living in this reimagined community hub on the former Truckee Tahoe Lumber Co. site (1931–2020).

• Phase I: Dining, fitness, art, and gathering spaces including Dopo Pizza & Pasta by Coffee Bar, Liv Studio, Alpenswing, Ryan Group Architects, and anchor tenant Fifty-Fifty Brewing.
• Phase II (pending approval): 3-story housing, 2-story event center, and a 10–12 room boutique hotel.
• Plans include outdoor events, public art, fire pits, and community activations that honor Truckee’s creative spirit.

Mtn Scout Hotel (Gray’s Crossing)

A 129-room boutique hotel blending contemporary mountain design with Truckee’s heritage.

• Amenities include a conference center, restaurant and bar, Tunnel 6 whiskey lounge, outdoor fire pits, hot tubs, and event lawns.
• Developed by Gray’s Crossing Hospitality and the Abbate Family, with construction by Huff Construction.
• Groundbreaking: June 2025; Opening: Early 2028.

Common Pine

Common Pine, presented by Rikesh Patel, shared an update on Truckee’s upcoming mass timber hotel planned for the Truckee Railyard Master Plan area.

Key project details include:

• 60 hotel rooms and 15 residential units
• 5,000 sq. ft. of food & beverage space, including a ground-floor restaurant and rooftop bar
• 2,300 sq. ft. of wellness space and rooftop pool with mountain views
• Commitment to sustainable timber construction, using local sourcing and innovative fire-resistant materials

Timeline: Permitting anticipated by 2027, with construction to begin shortly after and opening targeted for 2029

View Fall 2025 Presentation