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Resort hotels in the U.S. are selling more than seven out of every 10 roomnights during the weekends. In most cases, resorts have a 10% occupancy premium on weekends over weekdays.
Many popular resort destinations in the United States, such as Orlando and Las Vegas, suffered greatly during the last downturn. Despite decreased sentiment surrounding luxury travel following the AIG scandal, U.S. resort hotels are approaching prior peak performance levels, said Vail Brown, VP of global business development and marketing at STR, during a presentation titled “Resorts in the crosshairs” at the 5th annual Hotel Data Conference hosted by STR and Hotel News Now.
“We are now at a position of that second phase of recovery where we have average daily rate growth outpacing occupancy,” she said, adding that U.S. resort hotels are seeing 5.1% ADR growth and a 1% growth in occupancy on a 12-month moving average basis.
Year-to-date July, U.S. resort hotels saw a 1.4% increase in occupancy to 69.4%, a 5.4% increase in ADR to $189.91 and a 6.9% increase in revenue per available room to $131.17, according to data provided by STR, parent company of Hotel News Now. Brown added that occupancy and ADR are back to prior peak levels. However, on a 12-month moving average, both are not quite back, she said.
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