Super Bowl Impact Exceeds Expectations for Atlanta Hotels

Mercedes-Benz Stadium, Atlanta, USA - Photo by Christopher Alvarenga on Unsplash
Super Bowl impact exceeds expectations for Atlanta hotels

Atlanta hotel performance growth exceeded projections during Super Bowl LIII weekend, but ranked below the average of the previous eight host markets, according to an analysis by STR’s Consulting & Analytics office.

During the nights of Friday, 1 February, through Sunday, 3 February, the Atlanta market posted 387.2% growth in revenue per available room (RevPAR), which was driven predominantly by a 246.5% increase in average daily rate (ADR). Occupancy in the market rose 40.4%.

“RevPAR growth came in a bit higher than our forecast of 350%, but the impact was still a bit lower than previous Super Bowl hosts because of Atlanta’s significant market size,” said Carter Wilson, STR senior VP of consulting & analytics. “The primary factor in measuring the Super Bowl lift is market size, followed by seasonality. Markets with more rooms to fill are more limited in their RevPAR gains, while smaller markets tend to demonstrate greater pricing power. Considering the size of the market, the 387% jump in RevPAR is actually quite remarkable.”

Market Host Year Room Count Occupancy % change ADR % change RevPAR % change
Dallas 2011 81,476 77.2% +91.0% $207.38 +186.3% $160.02 +446.8%
Indianapolis 2012 31,320 93.8% +156.3% $301.76 +361.3% $283.13 +1,082.1%
New Orleans 2013 39,731 96.5% +53.8% $393.04 +199.7% $379.10 +361.1%
New York 2014 115,076 72.6% +12.4% $337.67 +86.7% $245.28 +109.9%
Phoenix 2015 63,544 95.2% +56.0% $360.84 +184.7% $343.46 +344.1%
San Francisco/San Jose 2016 51,077 77.1% +10.2% $402.60 +150.8% $310.31 +176.5%
Houston 2017 85,124 84.2% +50.2% $278.03 +203.4% $233.98 +355.8%
Minneapolis/St. Paul 2018 42,740 92.5% +97.8% $354.41 +267.1% $327.70 +626.1%
Atlanta 2019 99,918 75.9% +40.4% $314.97 +246.5% $239.17 +387.2%

As anticipated, the area directly around Mercedes-Benz Stadium posted the most significant performance in both absolute terms and percentage change. Even with more rooms to fill, the STR-defined Atlanta CBD submarket reported a RevPAR increase of 812% to $617.37, which neared the level of growth in the Minneapolis CBD (873%) during last year’s Super Bowl. Buckhead and Galleria/Marietta were other submarkets to register growth above the market average at 645% and 329%, respectively.

STR provides clients from multiple market sectors with premium, global data benchmarking, analytics and marketplace insights. Founded in 1985, STR maintains a presence in 10 countries around the world with a corporate North American headquarters in Hendersonville, Tennessee, and an international headquarters in London, England. For more information, please visit str.com.