U.S. Market Recovery Monitor – 10 July 2021 – STR

Infographic - Source - STR - U.S. Hotel Occupancy
U.S. Market Recovery Monitor – 10 July 2021

Following the normal pre-4th of July slump, U.S. industry occupancy rebounded to 67.2% for the week ending 10 July 2021. While this was good news, the gain was much less than expected as weekly demand improved 3% to 26 million. In the same week of 2019, demand increased 13% week over week, and occupancy hit 74%. We believe this illustrates the continued shortfall in business and group demand that in normal times would have supplemented seasonal leisure demand. Daily occupancy peaked again on Saturday at 80%, which was the fourth time this year that Saturday’s occupancy was above 80%. Sunday, 4 July occupancy (66%) was solid but not as strong as on Memorial Day Sunday (68%). Despite the higher Sunday occupancy, weekday occupancy was virtually unchanged from the previous week (+0.2 points) and 2.6 points lower from its high three weeks ago. On a total-room-inventory basis (TRI), which accounts for temporarily closed hotels, weekly occupancy was 64.7%.

Weekly demand indexed to 2019 came down to 92 (meaning this week’s demand was 92% of what it was in 2019) from the previous week’s 101, which was driven in part by the favorable 4th of July calendar shift in comparison with 2019. On a market-level, demand indexed to 2019 ranged from 59 in New York to 121 in Sarasota, FL. Six of the 10 markets with the highest demand indices were in Florida with the remainder made up of markets that are leisure oriented. Market TRI occupancy ranged from 93% in Gatlinburg/Pigeon Forge, TN to 49% in San Francisco, which saw a slight increase from the previous week. A deeper look revealed that six markets had an occupancy above 80% in the week versus 13 markets three weeks ago. The good news is that most markets had weekly occupancy between 60% and 80%. On a hotel-level, 70% of hotels reported occupancy above 60%, up from 66% a week ago. Over the past two weeks, 13% of hotels (roughly 5,000) reported occupancy above 90%, however, three weeks ago, nearly 18% (roughly 7,000 hotels) were at that level. It was also encouraging to see that occupancy for large hotels (300 rooms+) increased to 58%, nearly the same level as three weeks ago.

While overall industry occupancy and demand have slowed as compared with three weeks ago, ADR continued to strengthen to an all-time high (almost $140) that was 5% above the 2019 comparable. More than 71% of markets reported higher weekly ADR versus the comparable week in 2019. However, a week ago, that figure was at 85%. Weekday ADR was the highest since the start of the pandemic, while weekend ADR fell back down from its high last week and was the second highest ever. Top 25 ADR continued to grow but remained below the levels seen in 2019 and early 2020. Non-Top 25 ADR was at a record level.

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