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STR: Easter timing affects weekly hotel demand
April 4 2013

The Easter holiday's calendar shift caused a decrease in demand for hotel rooms in the U.S., according to data provided by STR.

By Rachael Spann Urie
Director, Public Relations, STR
rurie@str.com

HENDERSONVILLE, Tennessee—The U.S. hotel industry reported mixed results in the three key performance metrics during the week of 24-30 March 2013, according to data from STR, parent company of HotelNewsNow.com.

In year-over-year comparisons, occupancy was down 3.9% to 62%, average daily rate rose 3.2% to $109.63 and revenue per available room decreased 0.8% to $67.93.

“The Easter holiday’s calendar shift from 8 April last year to 31 March this year eroded last week’s demand for hotel rooms,” said Brad Garner, STR’s COO. “The continuation of rate leverage and integrity in the majority of the chain-scale segments was unexpected given the calendar comparability. Of particular interest were increases in rates paid by both affluent and value-conscious consumers in the luxury and economy segments, 9.1% and 3%, respectively.” 

Among the location segments, resort hotels achieved the largest increases in all three key performance metrics, which likely was attributable to an increase in leisure travel during this spring-break period. The segment’s occupancy rose 5% to 75%, its ADR was up 12.7% to $171.42 and its RevPAR jumped 18.4% to $128.57.

Among the top 25 markets, Orlando, Florida, rose 14.2% to 91.9%, posting the largest increase in that metric. San Francisco/San Mateo followed with a 13.2% increase to 86.8%. Three markets reported double-digit occupancy decreases: Chicago (-14.9% to 53.8%); Philadelphia (-11.5% to 61.4%); and Detroit (-11.1% to 51.1%).

Oahu Island, Hawaii (+20.8% to $217.41), and Miami-Hialeah (+19.9% to $253.36), achieved the largest ADR increases for the week. New Orleans fell 33.2% in ADR to $119.27, posting the largest decrease in that metric. Chicago followed with an 18.1% decrease to $97.56.

Four markets experienced RevPAR increases of more than 20%: San Francisco/San Mateo (+29.7% to $147.92); Oahu Island (+23.9% to $179.49); Orlando (+23.5% to $106); and Miami-Hialeah (+22.9% to $228.74). New Orleans (-37.1% to $87.22) and Chicago (-30.3% to $52.52) posted the largest RevPAR decreases for the week.

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