Hotels are continuing to experience consistent growth in 2014, according to data from the March 2014 TravelClick North American Hospitality Review (NAHR). Both transient (individual business and leisure travelers) and group segments are seeing slow but steady gains in occupancy and average daily rate (ADR) for the next 12 months, with transient leading the way.
“The harsh winter didn’t stop people from traveling in the beginning of 2014, and as spring emerges, hotels can look forward to continued growth in Q2,” says Tim Hart, executive vice president of business intelligence for TravelClick.
For the next 12 months, overall committed occupancy is up 4.3 percent when compared with the same time last year. ADR is up 2.8 percent based on reservations currently on the books.
Transient bookings are up 5.5 percent year-over-year and ADR for the segment is up 4.5 percent. When broken down further, the transient leisure (discount, qualified, and wholesale) segment is showing occupancy gains of 5.1 percent and ADR gains of 5.4 percent. The transient business (negotiated and retail) segment is up 5.4 percent with an ADR increase of 3.5 percent. Group segment occupancy is ahead by 3.9 percent and ADR is down 0.4 percent, compared to the same time last year. 

“The first quarter of 2014 is strong with both the group and transient segments experiencing gains across the board,” Hart adds. “Looking out into Q2, we see that the transient segment is doing particularly well, which is likely due to the fact that the Easter holiday falls in April this year.”
The March NAHR looks at group sales commitments and individual reservations in the 25 major North American markets for hotel stays that are booked by February 23, 2014, for the period of March 2014 to February 2015.
