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STR: Presidents’ Day boosts U.S. hotel performance in week of Feb. 19

None of STR's top 25 markets recorded an occupancy increase over 2019

STR: Presidents’ Day boosts U.S. hotel performance in week of Feb. 19

U.S. HOTEL PERFORMANCE increased in the third week of February mainly due to Presidents’ Day weekend, according to STR. The data research firm also reported improvement for the week compared to 2019.

Occupancy was 59.1 percent for the week ending Feb. 19, up from 54.6 percent the week before and down 8.4 percent for the same period in 2019. ADR was $140.11 for the week, increased from $133.72 the week before and up 8.4 percent from two years ago.


RevPAR was $82.87 for the week, up from $73 the week before and down just 0.8 percent from the same period two years ago.

Norfolk/Virginia Beach recorded the only occupancy increase among STR's top 25 markets in the third week of February, up 5.7 percent to 55 percent, over 2019.

According to the report, Miami posted the highest ADR increase during the period, increased 28 percent to $347.48, followed by Super Bowl LVI host, Los Angeles, which was up 26.4 percent to $225.07.

San Francisco/San Mateo experienced the largest occupancy decrease, down 29.9 percent to 54.3 percent, from 2019.

The steepest RevPAR deficits were in San Francisco/San Mateo, dropped 42.6 percent to $95.16, followed by Houston, dipped 31.1 percent to $53.14.

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 'America the Beautiful' Campaign Launched by Brand USA

Brand USA launches 'America the Beautiful' campaign

Summary:

  • Brand USA launched its “America the Beautiful” campaign to increase international visitation.
  • The campaign targets nine markets and includes an AI-powered trip planning hub.
  • It promotes 2026 U.S. events, including the World Cup and the nation’s 250th anniversary.

BRAND USA LAUNCHED “America the Beautiful,” a global tourism campaign to increase international visitation and hotel demand. The campaign was announced at Brand USA Travel Week U.K. & Europe 2025 in London.

The initiative aligns with $147 billion in travel exports through July, up 2 percent year over year, Brand USA said in a statement. The spending is projected to generate $39.6 billion in federal tax revenue, support millions of U.S. jobs and add $551 billion to the economy in 2025.

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