HENDERSONVILLE, Tennessee—Miami-Hialeah, Florida, host of Super Bowl XLIV on 7 February 2010, reported the largest average daily rate and revenue per available room increases for February, according to data compiled by STR.
Miami-Hialeah was the only market to experience an ADR increase, rising 12.1 percent to US$201.63. The market’s RevPAR jumped 21.4 percent to US$158.45.
Overall, the industry’s occupancy ended the month virtually flat with a 0.9-percent increase to 53.0 percent, ADR dropped 4.5 percent to US$96.40, and RevPAR decreased 3.6 percent to US$51.09.
“February results were encouraging across the board,” said Mark Lomanno, president of STR. “Hotel demand has shown a nice bounce, and room rates, while still down compared to last year, have almost stabilized. However, there is much work to be done before we can say the industry has actually begun to rebound.”
Among the rest of the top markets, San Francisco/San Mateo, California, posted the largest occupancy increase, up 13.8 percent to 65.2 percent. Norfolk-Virginia Beach, Virginia, reported the largest occupancy decrease, falling 9.7 percent to 39.5 percent.
Three markets posted ADR decreases of more than 10 percent: Tampa-St. Petersburg, Florida (-16.8 percent to US$99.09); Phoenix, Arizona (-13.1 percent to US$120.36); and Anaheim-Santa Ana, California (-11.4 percent to US$102.38).
Tampa-St. Petersburg reported the largest RevPAR decrease, falling 16.8 percent to US$64.21.
Among the chain-scale segments, three of the seven segments reported increases in occupancy. The luxury segment increased 9.1 percent to 63.7 percent, followed by the upper-upscale segment (+5.2 percent to 64.4 percent) and the upscale segment (+4.3 percent to 62.1 percent).