HENDERSONVILLE, Tennessee—The U.S. hotel industry is projected to end 2011 with increases in all three key performance measurements, according to STR’s forecast update.
STR projects 2011 occupancy will increase 1.8 percent to 58.5 percent, average daily rate is expected to end the year up 4.2 percent to US$102.21, and revenue per available room is projected to rise 6.1 percent to US$59.78.
Supply is expected to report slight growth in 2011 with a 0.7-percent increase, and demand is projected to increase 2.5 percent.
“The stronger hotel demand fundamentals the U.S. hotel industry experienced in 2010 will result in a quicker turnaround than we had expected,” said Mark Lomanno, CEO of STR. “While this strength resulted in rapidly recovering occupancies last year, we look for rebounding room rates to lead RevPAR growth in 2011 and 2012. While it may be the second half of 2011 before we begin to see rapidly accelerating room rates, by the time we get to 2012 we now expect room rate growth to rival the boom years of 2006 and 2007.”
STR also is projecting increases in all three key performance metrics during 2012. Occupancy is expected to rise 1.7 percent to 59.5 percent, ADR will increase 6.8 percent to US$109.16, and RevPAR is projected to end the year up 8.6 percent to US$64.93.
Supply during 2012 is expected to end the year virtually flat with a 0.5-percent increase, and demand is projected to rise 2.2 percent.
This updated forecast was originally presented during the Americas Lodging Investment Summit (ALIS) on 24 January 2011.
STR (www.str.com) 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. STR also founded the Hotel Data Conference (www.Hoteldataconference.com), which will be held 3-4 August 2011 in Nashville, Tennessee.
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