Transient, group drive hotel recovery
September 17, 2012 | Hotel Marketing
With a recovery in the transient and group segments, the U.S. hotel industry is bouncing back - albeit slowly, according to the latest STR data. Though leisure is driving occupancy recovery, it is not driving ADR.
At the fourth annual Hotel Data Conference, Vail Brown, VP of global business development and marketing at STR, parent company of HotelNewsNow.com, uncovered that group and transient trends are leading the recovery during her session titled “By Land and Air: Group & Transient Trends.”
Brown said the industry is notorious for building into a downturn, opening 175,000 rooms from the fourth quarter of 2008 to the end of 2009. However, year-to-date through July 2012, fewer than 14,000 rooms opened, which has aided hotels’ performance. “We have more rooms than ever before that we are selling,” Brown said.
Focusing on the luxury, upper-upscale and upper-tier independent market segments, Brown said that during 2005, the first robust year after the previous downturn, “transient demand led recovery. … As of July 2012, we have sold to date 19 million transient hotel rooms.
Get the full story at HotelNewsNow.com
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