By Darryl Leggieri, President at Discover Saratoga

As we look ahead to 2026, Saratoga County’s visitor economy is entering a period of both opportunity and responsibility. Tourism has long been a cornerstone of our local economy, but its role today extends well beyond attracting visitors—it is a powerful driver of economic development, workforce vitality, and community sustainability.

Reflecting briefly on 2025, the year reinforced resilience and adaptability. Demand for authentic experiences, cultural attractions, outdoor recreation, and vibrant downtowns remained strong.

When we look at the numbers for our lodging partners, through November of 2025 year over year, Saratoga County saw steady overall growth. Over the previous 12 months, demand increased by .7 percent, Occupancy was down 2.1 percent, Average Daily Rate (ADR) was up 4.0 percent, and Revenue Per Available Room (REVPAR) was up 1.8 percent. Our lodging partners were able to command year over year rate growth that showed a strong willingness to spend money on leisure and corporate travel, as well as meetings and events.

From a destination marketing perspective, tourism is demand generation for the local economy. Every overnight stay supports jobs, fuels small businesses, and generates local and state tax revenue that helps offset the cost of services for residents. In Saratoga County, visitor spending supports thousands of jobs across hospitality, retail, arts, transportation, and recreation.

Meetings, sports, and group travel remain particularly high-value segments. These visitors generate consistent overnight stays, support local businesses, and introduce new audiences to the region. In 2026, destination readiness and strategic group sales will remain essential to maximizing this opportunity.

By Todd Shimkus, President/CEO of the Saratoga County Chamber of Commerce

Don’t worry, I’m one of you. I love numbers, seeing data, trends, and trying to analyze what’s really going on in our economy. Mostly, I’m interested in our local economy and there’s no doubt Saratoga County’s economy has been on a roll. The pandemic hurt us and challenged us, but our resilience can be seen everywhere.

So here we go with some numbers to back this up…

In 2025, the Saratoga County Chamber of Commerce delivered 811,429 emails to a wide range of contacts in our database of members and consumers. Our emails were opened 376,633 times which means we had an open rate of 46%. This was up 4% versus our 2024 open rate and it is 11% higher than the industry average.

One of the most popular emails is our monthly Saratoga Insider’s Report, sponsored by Saratoga Financial Services. This report provides data, and charts regarding Saratoga County’s sales tax collections, labor force, home sales, hotel revenue per available room, and a local stock market watch. 

From 2022 to 2025, median home sales prices in Saratoga County went up $75,000 in total from January through November of each year, representing a 19.2% increase over this time. During this same three-year time span, Saratoga County’s lodging properties saw Revenue Per Available Room jump 18%, and sales tax collections increased 12.2%. In each of these three cases, there was an increase in home sale prices, RevPAR, and tax collections each year, so the trend line is up on all accounts.

Occasionally because again I’m a left brainer and so are the subscribers to this email, we include other local data just for fun. One month, we documented how the price of coffee beans went up 58% in 2025 versus 2024, and one month we created charts to show how the price of health insurance premiums in the small business market have skyrocketed, especially in the last three years. We also shared charts that showed how much more money was spent over the last three years buying horses at the Fasig-Tipton Saratoga Sale and cars as the Saratoga Auto Museum Auction.

By Neal Sandin, President, 643 Research

Economic uncertainty reigns, with concerns about tariffs, rising unemployment and inflation, and the possible “AI Bubble” spilling out from social media feeds and news outlets. With higher costs for groceries, utilities, as well as at the gas pump and seemingly everywhere else, people are becoming more discerning about where to spend their hard-earned money. The challenge for brands and market researchers that work for them is not to focus too much on one single factor: price.

Many companies when faced with economic hurdles immediately reduce prices. This is understandable. After all, a typical question that the market researcher asks is if there is anything preventing someone from buying something. Not surprisingly, the first answer is always cost. If things were only a little less expensive, they would buy. Yet ironically, reduction of prices can actually cause people to not buy from a brand. 

For example, if Rolls-Royce suddenly started selling their vehicles at a Honda Civic price point, many people would wonder about the brand and if the quality was truly there. The true appeal of Rolls-Royce is that it is exclusive. These vehicles belong to a rarefied group, one that is full of brand-loyal customers. The more exclusive, the more exciting the brand, the more it captures the imagination on both an emotional and social level. All of this creates and reinforces customer loyalty. 

Some may conclude from this that a higher price is required to create exclusivity. While it is true that a Rolls-Royce at $30,000 is not nearly as remarkable as a Rolls-Royce at $300,000, it is the stories we tell about the brand that truly makes them something special. Rolls-Royce played a key role in royal weddings, including between Princess Diana and Prince Charles. Yet, that Honda Civic that can last 200,000 miles also tells a story, one that Rolls-Royce never could, that of road trips and memories with loved ones. These stories give people a reason to buy from that brand. They make the customer want to spend their money with a specific company and not anyone else. Stories create loyalty. 

By Tom Roohan, Owner of Roohan Realty in Saratoga Springs

Looking ahead to 2026, the real estate market—both residential and commercial—is settling into a more balanced rhythm after several years of dramatic swings. Here in Saratoga County and across the Capital Region, where people choose to live and where small businesses choose to locate are more closely connected than ever. At Roohan Realty, with a residential team of roughly 50 agents and a small commercial team focused on local businesses, we see this relationship play out daily.

Residential Market: Steady Demand, More Opportunity

Nationally, experts expect mortgage rates to ease slightly in 2026, improving affordability and encouraging more buyers to re-enter the market. Existing home sales are projected to increase, while price growth is expected to remain modest—likely under 2% nationally. Locally, Saratoga County continues to experience strong demand.

With median home prices hovering around $435,000, homes are still moving quickly, particularly in desirable neighborhoods. As more millennials reach prime homebuying age and many homeowners choose to renovate rather than relocate, we expect steady activity in both home sales and improvement projects. Kitchen and bathroom renovations, along with energy-efficient upgrades, remain popular, allowing homeowners to modernize while keeping neighborhoods vibrant. For buyers, 2026 should feel like a market with more choices and less pressure than in recent years.

Commercial Market: Local Businesses Lead the Way