Peter Segall / Juneau Empire
Visitors depart from the Baranoff Hotel in downtown Juneau on Thursday, June 3, 2021, just days after the typically year-round hotel reopened its doors after closing for the COVID-19 pandemic. Travelers are returning, hoteliers say, but many of their rooms remain empty.

Peter Segall / Juneau Empire Visitors depart from the Baranoff Hotel in downtown Juneau on Thursday, June 3, 2021, just days after the typically year-round hotel reopened its doors after closing for the COVID-19 pandemic. Travelers are returning, hoteliers say, but many of their rooms remain empty.

Visitors numbers rebound, but hotel vacancies remain high

Travelers are coming back, but hotels have a lot of empty beds

Hotel operators and those who promote Juneau as a destination say hotel bookings are picking up but vacancies are still expected to be high for the next few months.

Things are certainly better than last year, according to Liz Perry, executive director of Travel Juneau, but still low enough to be concerning for local businesses.

“Downtown hotels are picking up pace, smaller properties are picking up at a faster pace,” Perry said in an interview with the Empire. “They’re not quite where they were in 2019, but they’re seeing some daylight.”

ADVERTISEMENT
0 seconds of 0 secondsVolume 0%
Press shift question mark to access a list of keyboard shortcuts
00:00
00:00
00:00
 

Travelers to Juneau typically book at least two months in advance, Perry said, and hotels typically don’t see a lot of last-minute bookings. Numbers are picking up for later in the summer, she said, and hotels in Juneau often see an increase in reservations made for late summer or early fall made in late June and early July.

[US House passes bill that could allow an Alaska cruise season]

Both the Baranoff Hotel and the Four Points by Sheraton Juneau were only at about 40% capacity, according to Dana Ruaro, regional director for the hotels.

“Normally we’d be at like 85% occupancy at this time,” Ruaro said.

Local tax data paints a similar picture.

An analysis of reported room tax from the City and Borough of Juneau shows the reported room tax from hotels steadily increasing from 2013-2019, before significantly dropping off in 2020. In 2019, CBJ reported $1.4 million in room tax from hotels and only $769,000 for 2020. Room tax from non-hotel lodging saw a similar drop off; in 2019 CBJ reported $218,000 in non-hotel room tax versus only $100,000 in 2020.

The Four Points in Anchorage was doing much better, she said, but Juneau doesn’t see as many last-minute travelers. Ruaro was hopeful for the late summer season but said she had already had to lower rates and that the Baranoff would be closed through the winter.

“Especially after this summer,” Ruaro said, “we’re not going to be able to keep everybody employed through the winter.”

But there’s already enough tourists in town that visitors are having trouble finding rental cars, Perry said. In fact, visitors are so strapped for rental cars they’re hiring U-Haul trucks simply for transportation, she said, an issue other states are facing too.

Jeff Lockwood, public relations manager for U-Haul, said in an email the company was aware the trend was happening but could not provide specific data.

In April, Gov. Mike Dunleavy announced a $150 million plan to help Alaska’s tourism industry and has launched an ad campaign in the Lower 48 aimed at bringing visitors to the state. Part of that package included offer free COVID-19 vaccines to anyone ages 12 and older and as of June 1, the state’s three largest airports have walk-in vaccine clinics open daily.

It’s too soon to tell to what extent that plan has impacted the capital city.

Official data from the Federal Aviation Administration won’t be available until later this year, said Patty Wahto, airport manager at Juneau International Airport. Currently, airport officials only have the numbers of enplanements reported to them by the major airlines, Wahto said, but those numbers reflect only one portion of the airport’s travel numbers.

“Airlines is one part of it and we’re seeing that rebound,” Wahto said, “but we don’t have a full grasp on what’s happening with the small carriers.”

Smaller carriers account for roughly one-third of the airport’s enplanements, Wahto said.

Perry expressed cautious optimism that all kinds of tourism would increase as the summer progressed and cruise ships returned. According to Cruise Lines International Association, large cruise ships will begin arriving in Southeast Alaska in late July. The CLIA calendar shows both Royal Caribbean’s Serenade of the Seas and Disney Cruise Line’s Disney Wonder set to arrive Friday, July 23.

Contact reporter Peter Segall at psegall@juneauempire.com. Follow him on Twitter at @SegallJnuEmpire.

More in News

A map of areas proposed for annexation by the City of Soldotna. (Provided by City of Soldotna)
Soldotna adds annexation proposal to ballot

The proposed annexation is split across five small areas around the city.

Nets are extended from North Kenai Beach in Kenai, Alaska, during the first day of the Kenai River personal use dipnet fishery on Thursday, July 10, 2025. (Jake Dye/Peninsula Clarion)
‘A really good day’

Kenai River personal use sockeye salmon dipnet fishery opens.

The entrance to the Kenai Peninsula Borough building in Soldotna is seen here on June 1. (Photo by Brian Mazurek/Peninsula Clarion)
Borough assembly to consider ordinance to increase residential property tax exemption

If approved by voters in October, the ordinance would increase the tax exemption by $25,000.

Vice President Kelly Cooper speaks during a meeting of the Kenai Peninsula Borough Assembly in Soldotna, Alaska, on Tuesday, July 8, 2025. (Jake Dye/Peninsula Clarion)
Borough considers seasonal sales tax rate

Borough sales tax would be modified from a flat 3% to a seasonal model of 4% in summer months and 2% in winter months.

The Kasilof River is seen from the Kasilof River Recreation Area, July 30, 2019, in Kasilof, Alaska. (Photo by Erin Thompson/Peninsula Clarion)
King salmon fishing on Kasilof closes Thursday

If any king salmon is caught while fishing for other species, they may not be removed from the water and must be released immediately.

Un’a, a female sea otter pup who was admitted to the Alaska SeaLife Center in June 2025, plays with an enrichment toy at the center in Seward, Alaska. Photo courtesy of the Alaska SeaLife Center
SeaLife Center admits 2 seal pups, 1 orphaned otter

The three pups join the Alaska SeaLife Center’s ‘growing’ patient list.

James Wardlow demonstrates flilleting a salmon with an ulu during a smoked salmon demonstration, part of Fish Week 2023, on Wednesday, July 19, 2023, at the Kenai National Wildlife Refuge Visitor Center in Soldotna, Alaska. (Jake Dye/Peninsula Clarion)
Refuge to celebrate all things fish during weeklong event

Fish Week will take place July 16-19.

President Zen Kelly speaks during a meeting of the Kenai Peninsula Borough School District Board of Education in Soldotna, Alaska, on Monday, July 7, 2025. (Jake Dye/Peninsula Clarion)
School board finalizes budget with deep cuts to programming, classrooms

Multiple members of the board said they were frustrated by the state’s failure to fund education.

Most Read

You're browsing in private mode.
Please sign in or subscribe to continue reading articles in this mode.

Peninsula Clarion relies on subscription revenue to provide local content for our readers.

Subscribe

Already a subscriber? Please sign in