STR releases updated projections for 2009 and 2010
“With the first quarter of 2009 now behind us, it is clear that declining room rates are taking a harder toll on performance than we were expecting,” said Mark Lomanno, president of STR. “It appears that many hoteliers are embracing the very same pricing and room distribution strategies implemented in the 2001/2002 downturn.”
The U.S. hotel industry should see some relief toward the end of 2009, according to the projections released by STR. Occupancy at year-end 2009 is projected to be down 6.5 percent to 56.5 percent. At the end of first quarter 2009, the industry occupancy is down 10.9 percent to 51.4 percent. Average daily rate is projected to be down 3.6 percent to US$102.89. At end of first quarter 2009, ADR was at US$100.13, down 7.7 percent for the year.
“On a positive note, we believe the first two quarters of 2009 will be the lodging industry’s trough in this cycle, and we will see some modest improvement in the third quarter followed by measureable gains in the fourth quarter, especially in occupancy,” Lomanno continued.
The U.S. hotel industry projections for occupancy, ADR, and RevPAR are even more optimistic for 2010. Occupancy is projected to end the year flat at 56.5 percent, and ADR is projected to increase 1.5 percent to US$104.41.
STR will release its forecast outlook each month beginning in June 2009 on HotelNewsNow.com.
About STR & STR Global: For more than 20 years, Smith Travel Research has been the recognized leader for lodging industry benchmarking and research. Smith Travel Research and STR Global offer monthly, weekly, and daily STAR benchmarking reports to more than 36,000 hotel clients, representing nearly 5 million rooms worldwide. STR is headquartered in Hendersonville, Tennessee, and STR Global is based in London. For more information, visit .
Jeff Higley (STR)
VP, Digital Media & Communications
Phone: +1 (615) 824-8664 ext. 3318