Average daily rates (ADR) and revenue per available room (RevPAR) are showing signs of growth, however, up 0.6 percent and 1.6 percent in the fourth quarter of 2016, respectively, across all travel segments. ADR is also growing in 20 of the top 25 North American markets.
According to TravelClick, October’s reservation results reinforce the need for hoteliers to actively compete for new bookings, particularly with business travelers. Although booking pace is weakening – driven primarily by a decrease in new group reservations – there is still considerable demand generation that’s occurring within local markets.
Twelve-Month Outlook (October 2016 – September 2017)
For the next 12 months (October 2016 – September 2017), transient bookings are up 3.2 percent year-over-year, and ADR for this segment is slightly up 1.0 percent. When broken down further, the transient leisure (discount, qualified and wholesale) segment is showing occupancy gains of 5.5 percent, with ADR gains of 1.9 percent. The transient business (negotiated and retail) segment is down -1.9 percent, and ADR is nearly flat at 0.6 percent. Lastly, group bookings are up 2.7 percent in committed room nights over the same time last year, and ADR is up 1.5 percent.
Reaching occupancy objectives requires hoteliers to actively promote their properties on all discretionary channels, the company added. While year-over-year pace remains positive, October is the fifth consecutive month with a weakening new reservation pace. There are indications that this emerging trend will continue well into the upcoming year, which reinforces the need for hoteliers to engage in proactive marketing initiatives moving forward.
The October NAHR looks at group sales commitments and individual reservations in the 25 major North American markets for hotel stays that are booked by October 1, 2016, from the period of October 2016 to September 2017.
*Committed Occupancy – (Transient rooms reserved + group rooms committed) / capacity
The fourth quarter combines data from October, November and December.