Industry Update
Press Release30 September 2010

STR: Summer 2010 Reveals Strong Performance Gains

share this article
1 min
Smith Travel Research

HENDERSONVILLE, Tennessee -- The U.S. hotel industry reported increases in all three key performance metrics during summer 2010, according to data from STR.


Overall, summer occupancy rose 6.8 percent to 65.6 percent, average daily rate increased 1.3 percent to US$98.76 percent, and revenue per available room was up 8.2 percent to US$64.78. The summer season comprises June, July and August.

Demand rose 8.8 percent to 293,077,058 rooms sold, the highest summer room demand since STR started tracking hotel performance during 1987.

“The industry achieved an all-time high for absolute room demand during the June-to-August time period, which was a welcomed surprise,” said Chad Church, director of special services at STR.

In summer weekly performance, 13 of 14 weeks reported positive RevPAR year-over-year percent change, hampered only by a shift in Memorial Day in late May/early June that drove the comparison week down 1.2 percent, Church noted.

July reported the largest occupancy increase among the three months, rising 7.0 percent to 67.9 percent. July also experienced the largest RevPAR growth, up 8.5 percent to US$67.35. August reported the largest ADR increase, rising 1.5 percent to US$98.69.

About STR

STR provides clients—including hotel operators, developers, financiers, analysts and suppliers to the hotel industry—access to hotel research with regular and custom reports covering North America, Mexico and Caribbean. STR provides a single source of global hotel data covering daily and monthly performance data, forecasts, annual profitability, pipeline and census information. STR founded the STR family of companies and is proudly associated with STR Global, RRC Associates, STR Analytics, and For more information, please visit .

Jeff Higley (STR)
VP, Digital Media & Communications
Phone: +1 (615) 824-8664 ext. 3318
Send email