HENDERSONVILLE, Tennessee—The midscale segment was the only chain-scale segment to report decreases in all three key performance metrics during the week of 6-12 February 2011, according to data from STR.
The segment’s occupancy ended the week virtually flat with a 0.5% decrease to 47.6%, average daily rate dropped 2.5% to US$70.35, and revenue per available room dropped 3.0% to US$33.48.
Overall, the U.S. hotel industry’s occupancy increased 1.7% to 54.7%, ADR was up 0.7% to US$97.88, and RevPAR finished the week up 2.4% to US$53.51.
Among the chain-scale segments, the luxury segment experienced the largest occupancy increase, rising 6.6% to 66.7%, followed by the upper-upscale segment (+3.2% to 66.5%) and the upscale segment (+3.1% to 65.2%).
The upper-upscale segment rose 3.0% in ADR to US$146.14, reporting the largest increase in that metric. The independent segment posted the largest ADR decrease, falling 2.7% to US$91.93.
Two segments ended the week with RevPAR increases of more than 5%: the luxury segment (+6.7% to US165.67) and the upper-upscale segment (+6.2% to US$97.15).
Among the top 25 markets, Washington, D.C., which battled a blizzard on 6 February 2010, achieved the largest increases in all three key performance metrics for the week. The market’s occupancy rose 11.1% to 58.7%, ADR increased 23.2% to US$143.58, and RevPAR jumped 36.9% to US$84.29.
Miami-Hialeah, Florida, the host of Super Bowl XLIV on 7 February 2010, experienced the largest decreases in all three key performance metrics. Occupancy fell 6.0% to 77.2%, ADR was down 17.4% to US$175.32, and RevPAR dropped 22.3% to US$135.39.
Please note: STR has revised its chain-scale segments for 2011. The Midscale with Food and Beverage segment and the Midscale without Food and Beverage segment have been replaced with the Upper Midscale segment and the Midscale segment.