Illinois’ luxury scene has reported a boost in business following the rollout of a marketing initiative to highlight the destination’s upscale offerings. 

Luxe by Illinois launched in January 2024 as part of Enjoy Illinois, the official campaign by Illinois Office of Tourism, as a “direct response” to the luxury product that already exists in the state. 

The guide offers recommendations for the best accommodations and restaurants to be found in the Midwestern region, as well as local attractions like opera, museums and shopping. Its ultimate goal is to promote Illinois as a destination with luxury that rivals that of the east and west coast, while supporting its partners to meet the expectations of today’s discerning traveller.

Speaking to TTG Luxury, Daniel Thomas, deputy director for the Illinois Office of Tourism, said that the state has already seen its tourism rates rise since the launch of both campaigns.

“We’re having great momentum, with 80 of our 102 counties reporting an increase in hotel/motel tax revenue,” said Thomas, before adding that this overall growth has only bolstered the office’s commitment to supporting its luxury market.

“We really wanted to respond to the demand for high-end experiences, which is why we launched Luxe by Illinois. We’re being intentional with this market. Luxury exists here in the state already, and our Luxe by Illinois campaign is a direct response to that product.” 

Thomas proves his point by dropping the names of well-known brands, including The St. Regis Chicago, The Peninsula Chicago, The Waldorf Astoria, The Langham, The Ritz Carlton, The Four Seasons, and The Viceroy. 

Luxury extends beyond Chicago however, with properties such as the Jail Hill Inn in Galena, Camp Aramoni in Tonica and Dragonfly Lakes in Dahinda all offering guests a five-star experience.

Thomas said that these smaller accommodations were carefully selected in light of research that luxury travellers are looking for privacy and space, which the state naturally offers in abundance. 

“When we started to look at the product of Dragonfly Lakes, it was clear it fit our campaign. Luxury travellers don’t want to be with the masses.”

Thomas also says that a priority for Luxe by Illinois is to tackle misconceptions about Illinois as a point of transit, rather than as the holiday itself. 

“We need to educate people that Illinois and the Midwest can rival the luxury products on the east and west Coast,” he explains. 

Part of this education lies in marketing, which has proven to be a key driver in visitor spend. Last year, Illinois welcomed over 100 million visitors, with 2.2 million of these travellers arriving internationally. 

“When we invest a dollar in the marketing, we get $91 back on the visitor spend, and $10 back on local state and local taxes,” Thomas added.

He also notes that a number of its partners have already noticed an uptick in business since the launch of the campaign; Camp Aramoni’s booking pace has increased by 5% in 2024 compared to 2023, while The Peninsula Chicago has also reported an uptick in business. “It’s a testament to how impactful this marketing has been. The data doesn’t lie.”