By Rachael Spann Urie
Director, Public Relations, STR
HENDERSONVILLE, Tennessee—The U.S. hotel industry reported a revenue-per-available-room increase of 10% during September, the largest RevPAR increase since March, according to data from STR.
“September’s positive results were influenced by strong demand in both the transient and group segments,” said Brad Garner, COO at STR. “The luxury segment continues to outperform, and solid RevPAR increases were measured across all the chain-scale segments. Upper-upscale ADRs were muted because of business booked in 2009 and 2010 on pre-negotiated group rates. We anticipate positive performance momentum in markets focused on group business as those rooms sold in 2008, 2009 and 2010 go off the books.”
Overall, the U.S. hotel industry’s occupancy rose 5.7% to 63.3%, its average daily rate was up 4% to US$103.40, and its RevPAR ended the month at US$65.47.
Among the chain-scale segments, the luxury segment rose 6.9% in occupancy, reporting the largest increase in that metric, followed by the upper-midscale segment (+6.2% to 65.2%) and the independent segment (+6.1% to 61.2%).
The luxury segment reported the only ADR increase of more than 5%, rising 6.2% to US$263.74.
Three segments reported double-digit RevPAR increases: the luxury segment increased 13.5% to US$189.07; independents were up 10.7% to US$61.78; and the upper-midscale segment reported a 10.3% rise to US$63.20.
Among the top 25 markets, Tampa-St. Petersburg, Florida, achieved the largest occupancy increase, rising 13.6% to 53.3%, followed by Miami-Hialeah, Florida (+12.6% to 67%). New Orleans, Louisiana, reported the only occupancy decrease, falling 3% to 55%.
Nashville, Tennessee, jumped 11.1% in ADR to US$95.10, posting the largest increase in that metric. Washington, D.C., ended September virtually flat in ADR with a 0.6% decrease to US$151.45.
Five top markets experienced RevPAR increases of more than 15%: Miami-Hialeah (+24.4% to US$79.94); Nashville (+19.5% to US$61.44); Orlando, Florida (+18.5% to US$46.13); Tampa-St. Petersburg (+17% to US$45.14); and Philadelphia, Pennsylvania-New Jersey (+15.7% to US$82.99). None of the top markets reported RevPAR decreases for the month.