Research by e-commerce company TravelClick shows promising figures for the still-recovering North American hotel market.
Data from this month’s “TravelClick North American Hospitality Review” detailing hotel bookings currently reserved from June 31, 2011, through June 31, 2012, revealed that RevPAR has shown consistent improvement for the past 18 months. The overall industry average daily rate for the same period was up 3.7%. The data also revealed that demand for the mid-scale hotel market is increasing, up 16.8% for the next 12 months, representing one of the largest and most consistent increases in demand for this market segment since the recession took hold.
“The data revealed by TravelClick’s North American Hospitality Review shows that individuals are traveling more thereby increasing demand at hotels and allowing them to raise rates,” said Larry Kutscher, TravelClick CEO. “This in turn represents a significant shift in the industry, that hotels are not only seeing an increase in occupancy, but in ADR, RevPAR and profitability as well.”