Travelers return as state reopens

On June 1, the 14-day travel quarantine was lifted. As Montana cautiously enters Phase Two of reopening, the state’s travel and hospitality industries are bracing themselves for the unpredictable summer that lies ahead.

“The bookings are lower for this time of year, but now that Montana is opening back up, we are getting busier,” Mollie Heape, owner of the Riverfront Motel in Thompson Falls, said about the effects that COVID-19 has had on her business.

Heape did note the Riverfront is seeing reservations come in not only from Montana, but from Idaho and Washington as well. “Maybe not as many people are coming as what we saw last year, and we’re not seeing any reservations coming in from out of the country,” Heape stated.

Like many in her industry, Heape said for the first three weeks when the pandemic made its appearance in Montana, every phone call coming in, was a cancellation. On March 26, when the shelter-at-home order was issued, many business owners feared for the future as this economy driven industry relies heavily on tourism from out of the county and state.

“It was hard to stomach,” Heape expressed. “We had people from China and around Europe cancel; and we won’t be seeing any east coasters travelling through on their way to Glacier Park.” As reservation trends are apparent throughout the country, the pandemic has been especially devastating to the tourism industry locally and throughout Montana.

A preliminary report published in January by the University of Montana Institute for Tourism and Recreation Research, released data that showed 12.6 million non-residents visited Montana in 2019. The length of state for the visitors ranged from three to five days, and collectively they spent and estimated $3.76 billion in local economies.

The number one travel expenditure for tourists was gasoline, bringing in more that $860 million, about 23% of out-of-state dollars spent in Montana. Next was restaurants and bars bringing in around $680 million. Followed by hotels and motels as the third highest spending category at $496 million.

While the numbers may be lower than what is expected, Heape is optimistic about business picking back up, and the Riverfront is going the extra mile to make sure their guests feel welcome and safe. “We are going above and beyond for cleaning and sanitation,” she said. “We welcome all guests; we know they are going to need a get a way once this all calms down.”

As far as what this summer travel season will do to the rural hospitality businesses remains to be unknown. This year has been called the worst year for the travel and hospitality industries due to the pandemic. However, there are glimmers of hope as demand picks up and restrictions are eased in the state.