October 10, 2024Written by Emma Dooney
Luxe by Illinois was founded in January to promote the state’s wide range of luxury hotels and upscale experiences.
emma dooney
luxury travel reporter
emma dooney
luxury travel reporter
Enjoy Illinois aims to increase tourism to Midwest state
Illinois’ luxury goods scene reports an acceleration in business after deploying a marketing strategy that emphasizes the destination’s luxury goods.
Luxe by Illinois launched in January 2024 as part of Enjoy Illinois, an official campaign by the Illinois Department of Tourism and as a “direct response” to the luxury already existing in the state.
This guide offers recommendations for the best lodging and restaurants you can find in the Midwest region, as well as local attractions like the opera, museums, and shopping. Its ultimate goal is to promote Illinois as a luxury destination that rivals the East and West Coasts while supporting partners that meet the expectations of today’s discerning travelers.
Daniel Thomas, deputy director of the Illinois Tourism Authority, told TTG Luxury that Illinois has already seen an increase in visitor rates since the launch of both campaigns.
The Peninsula, Chicago
“There is tremendous momentum, with 80 of the 102 counties reporting hotel/motel tax revenue increases,” Thomas said, adding that this overall growth is due to the agency’s efforts to support the luxury market. He added that it would only strengthen the
“We launched Luxe by Illinois because we really wanted to meet the demand for a high-end experience. We are intentionally addressing this market. There is already a luxury offering here in the state. Our Luxe by Illinois campaign is a direct response to that product.”
By highlighting well-known brand names such as The St. Regis Chicago, The Peninsula Chicago, The Waldorf Astoria, The Langham, The Ritz-Carlton, The Four Seasons, and The Viceroy, Mr. proving my point.
Jail House Inn, Galena
Luxury hotels aren’t limited to Chicago, however, with properties like Jail Hill Inn in Galena, Camp Alamoni in Tonica, and Dragonfly Lakes in Dahinda all offering guests a five-star experience. Thomas said these smaller accommodations are a result of research showing luxury travelers want privacy and space, which the state naturally provides. He explains that they have been carefully selected.
“When we started looking at Dragonfly Lakes’ product, it was clear that it fit our campaign. Luxury travelers don’t want to be lumped in with the masses.”
Thomas also said a priority for Luxe by Illinois is to address the misconception that Illinois is a transit point rather than a vacation itself.
“We need to educate people that Illinois and the Midwest can compete with East Coast and West Coast luxury,” he explains.
Part of this education lies in marketing, which has proven to be a major driver of visitor spending. Last year, Illinois welcomed more than 100 million tourists, 2.2 million of whom arrived from overseas.
“For every dollar you invest in marketing, you get $91 back in visitor spending and $10 back in local state and local taxes,” Thomas adds. He also notes that many partners have already noticed an increase in business since the campaign began. Camp Alamoni’s booking pace increased by 5% in 2024 compared to 2023, and The Peninsula Chicago also reported an increase in business. “This proves how influential this marketing is. The data doesn’t lie.”
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