Industry Update
Press Release 6 December 2018

Atlanta Hotel Rates Projected to Triple During Super Bowl

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Smith Travel Research

Hotel room rates are projected to triple in the Atlanta market during the three nights of Super Bowl LIII weekend, according to STR's Consulting & Analytics office.

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"A typical early February weekend in Atlanta will produce an average daily rate of approximately $90, but with the Super Bowl at Mercedes-Benz Stadium, ADR for the market is likely to be in the vicinity of $270," said Blake Reiter, STR's director of custom forecasts.

"Atlanta is a large market with an established base of demand across the transient and group segments. As such, while we do project a significant boost in occupancy for Super Bowl weekend, much of the approximate 350% projected gain in revenue per available room will be driven by ADR growth."

When compared with the eight previous Super Bowl host markets, Atlanta will be near the top of the list in terms of the number of hotel rooms available at the time of the event. However, the market's absolute occupancy and ADR project to be among the lowest in that group of past host markets.

"Generally, larger markets like Atlanta or New York won't necessarily see occupancy or rate gains as significant as others because there is more room inventory available to the consumer," Reiter said. "The most marked Super Bowl impacts have been experienced in cities sized like Indianapolis and Minneapolis, where supply is more limited and there's not otherwise a substantial amount of demand to those markets at that time of year."

Atlanta last hosted a Super Bowl (at the then Georgia Dome) in 2000. That weekend, occupancy averaged 79.0%, while ADR was $137.28.

About STR

STR provides premium data benchmarking, analytics and marketplace insights for global hospitality sectors. Founded in 1985, STR maintains a presence in 15 countries with a corporate North American headquarters in Hendersonville, Tennessee, an international headquarters in London, and an Asia Pacific headquarters in Singapore. For more information, please visit str.com.

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