HENDERSONVILLE, Tennessee—The U.S. luxury segment achieved the largest increases in all three key performance measurements during March 2011, according to data from STR.
The segment’s occupancy rose 7.1% to 74%, its average daily rate was up 6.6% to US$262.44, and its revenue per available room increased 14.2% to US$194.28.
Overall, the U.S. hotel industry’s occupancy was up 6.1% to 61.4%. ADR ended the month with a 3.8% increase to US$101.72. RevPAR for the month rose 10.1% to finish at US$62.47.
Among the chain-scale segments, the midscale segment reported the only decrease, ending the month virtually flat with a 0.3% decrease in ADR to US$71.67.
Other than the luxury segment, the independent segment was the only segment to experience a double-digit RevPAR increase, rising 11% to US$56.08, followed by the upscale segment (+9.7% to US$82.24) and the upper-midscale segment (+9.1% to US$58.09).
Among the top 25 markets, four markets achieved double-digit occupancy increases: Detroit, Michigan (+13.4% to 56.7%); Tampa-St. Petersburg, Florida (+11.2% to 81.1%); Dallas, Texas (+10.7% to 61.5%); and New Orleans, Louisiana (+10.5% to 78.7%). Two markets reported occupancy decreases: New York, New York (-4.1% to 78.2%), and Washington, D.C., (-1.5% to 70.6%).
San Francisco/San Mateo, California, was the only top market to experience a double-digit ADR increase, rising 12% to US$142.49. Atlanta, Georgia, fell 3.7% in ADR to US$84.37, reporting the largest decrease in that metric.
New Orleans jumped 20.4% in RevPAR to US$110.13, reporting the largest increase in that metric. Six other markets experienced RevPAR increases of more than 15%: San Francisco/San Mateo (+17.5% to US$105.62); Chicago, Illinois (+16.4% to US$63.60); Dallas, Texas (+16.1% to US$52.98); Orlando, Florida (+16.1% to US$83.54); Tampa-St. Petersburg (+15.8% to US$91.63); and Detroit (+15.5% to US$42.73). None of the top 25 markets experienced a RevPAR decrease.