These days, there are many stories that Las Vegas is not as vibrant as it used to be.

After the pandemic, the number of tourists that had once surged has decreased again, and consumption patterns have changed due to inflation and rising travel costs. However, interestingly, the hotels and resorts in Reno are showing stable growth during this time.

Although small in scale, they are enhancing their competitiveness in smart ways. The hotel industry in Reno has traditionally been centered around casinos, but it is changing completely these days. Instead of simply attracting guests through gambling, they are shifting towards a 'stay business' model.

For example, Peppermill and Atlantis have long established a resort-style business model that combines spas, conference rooms, wedding halls, and fine dining. While Las Vegas focuses on shows, performances, and large events, Reno is more community-oriented. Travelers can stay long-term while conducting business and enjoying leisure activities.

As a result, Reno's major resorts are emerging as a city that perfectly fits the 'Bleisure' trend, which combines Business + Leisure. Moreover, Reno's biggest strength is its 'price competitiveness.' While hotels in Vegas can charge $300 to $400 per night on weekends, large resorts in Reno offer similar facilities for between $150 and $200.

With promotions that include free parking and no resort fees, it is undoubtedly attractive for reasonable travelers. Especially, travelers coming from Northern California are well aware of this.

It only takes 3 to 4 hours by car from San Francisco, Sacramento, and San Jose, so the number of people choosing Reno as a weekend getaway is steadily increasing.

Another aspect that differentiates Reno's hotel industry from Vegas is 'nature-friendly tourism.' While Vegas is in the middle of the desert and has a strong urban image, Reno is right next to Lake Tahoe, where visitors can enjoy ski resorts in winter and hiking and camping in summer. Therefore, hotels are bundling tourism products themed around nature.

Peppermill emphasizes eco-friendly facilities to the extent of being called a 'green energy resort,' and Atlantis operates long-stay programs bundled with Lake Tahoe tourism packages. Thanks to these strategies, the dependence on casinos is gradually decreasing, while occupancy rates are being maintained stably.

According to the Reno Tourism Board, the average occupancy rate of hotels in the Reno area is about 73% as of 2024, slightly lower than Vegas, but the revenue per available room (RevPAR) is steadily rising. Notably, there is a balance between weekday business customers and weekend travelers, which is characteristic of the area, showing less seasonal fluctuation. Additionally, with large companies like Tesla's Gigafactory and Apple's data center setting up in the outskirts of Reno, the demand for business trips has significantly increased. While Vegas relies heavily on tourists, Reno has evolved into a city where 'industry and tourism coexist.'

Another interesting change is in arts and culture.

Local events such as the Nevada Museum of Art, the gallery district in Midtown, and the summer 'Reno River Festival' are making Reno a more emotional city. Hotels are remodeling their interiors to match these trends and showcasing works by local artists to provide new experiences. As a result, Reno's hotels are establishing an 'efficient business model' that is small but effective, capturing a diverse clientele by combining casinos, spas, conventions, and nature tourism.

In contrast, Vegas still operates primarily around large shows and foreign tourists, making it more sensitive to market changes. In times like these, when travel costs are burdensome, Reno is gaining a reputation as "a place where you can enjoy similar fun at half the price."

In short, Reno is a city that competes on practicality rather than glamour. While Vegas takes a moment to catch its breath, Reno is quietly growing in its own way.

A small but strong, humble yet strategic city. That is the current state of Reno's hotel business.