HENDERSONVILLE, Tennessee—The U.S. hotel industry is projected to end 2010 with increases in two of the three key performance measurements, according to STR’s forecast update.
STR projects 2010 occupancy will increase 4.4 percent to 57.1 percent, average daily rate is expected to end the year virtually flat with a 0.1-percent decrease to US$97.74, and revenue per available room to rise 4.3 percent.
“Room rate growth trajectory will determine the magnitude of recovery,” said Mark Lomanno, president of STR. “We’re still a little bit worried about the ADR part of the equation. The industry is currently facing a lot of challenges, and there are all kinds of pressure on that ADR number: the OTAs, and still rebounding group business to name just two.”
Supply is expected to grow 2.2 percent during 2010, and demand is projected to increase 6.6 percent.
STR projects the industry will end 2011 with increases in all three key metrics. Occupancy is forecast to rise 1.4 percent to 57.9 percent, ADR is expected to be up 3.9 percent to US$101.55, and RevPAR is projected to rise 5.3 percent.
Supply during 2011 is expected to end the year with a 1.1-percent increase, and demand is projected to rise 2.5 percent.
About STR
STR provides clients—including hotel operators, developers, financiers, analysts and suppliers to the hotel industry—access to hotel research with regular and custom reports covering North America, Mexico and Caribbean. STR provides a single source of global hotel data covering daily and monthly performance data, forecasts, annual profitability, pipeline and census information. STR founded the STR family of companies and is proudly associated with STR Global, RRC Associates, STR Analytics, and HotelNewsNow.com. For more information, please visit www.str.com.
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