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Occupancy falls to 60% at U.S. hotels in third quarter

By: Jeri ClausingOctober 26, 2009

Domestic hotel rates, occupancy and room revenue continued their fall in the third quarter, according to the latest data from STR.

In year-over-year measurements, occupancy dropped from 65.7% to 60.5%, average daily rate fell 9.8% to $96.84, and revenue per available room decreased 16.9% to $58.61.

For the first nine months of 2009, domestic occupancy fell 6.2 percentage points to 56.6%, ADR dropped 9.1% to $98.01, and RevPAR decreased 18.1% to $55.48.

"Third quarter U.S. lodging industry performance improved marginally from the first two quarters of 2009 but remained weak," said Bobby Bowers, senior vice president at STR. "The industry has now experienced five consecutive quarterly RevPAR declines and eight consecutive quarterly occupancy declines.

"Fourth-quarter comparables will be much easier, but we still expect negative industry RevPAR movement for the remainder of 2009 and most of 2010."

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#3November 30, 2009
On the other hand, DOS's who are using secure video messaging in email as a sales tool to attract guests and banquets are experiencing higher ADR and occupancy rates than before. Social communications are changing and those who take advantage of the shift are gaining where others are being left behind.
#2October 29, 2009
How do you buy radio advertsing with empty rooms? When was the last time your heard a radio ad for a hotel? Did your ever hear one? I live in the Denver Metro area (est pop 3.5 mil) and had reason to research the radio markets about a year ago. I forget how many AM and FM stations cover the area, but as I recall it was 40+; the number is not my point though. I was surprised to learn that no single radio station had 6% of the market share. Only a handful had better than 5%. On the other hand social networking is huge! My space alone, (rank 11th in popularity), registered users are about equal to 85% of the US estimated population. Read http://en.wikipedia.org/wiki/List_of_social_networking_websites and chase a few links; it is amazing. I am not sure if networking is the answer either; it maybe the AIG effect and the economy, more so the bad press hindering it's recovery.
#1October 27, 2009
The Lodging industry needs to take those empty rooms and buy radio advertising with them to sell Boomers and Gen-X. Don't wait for Social Media to save you, cause it ain't going to happen. Get real and start doing some old fashion call to action campaigns that you can track. Radio ads that reach Boomers and Gen-X are one of the easiest ways to sell liesure room nights to make up for the loss of business room nights and can be tracked if you know what you are doing

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