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STR: U.S. hotel occupancy highest since mid-August

Columbus Day holiday weekend alone sees 72 percent occupancy

STR: U.S. hotel occupancy highest since mid-August

U.S. HOTEL OCCUPANCY reached its highest level since mid-August during the second week of October while room rates dipped from a week ago, according to STR. The week’s demand growth came almost exclusively from the Sunday ahead of Columbus Day.

Occupancy was 65 percent for the week ending Oct.16, up from 63.9 percent the week before but a 10 percent drop from the same period in 2019. ADR for the more recent week was $134.03, down slightly from $134.63 the prior week and 1.4 percent down from its value in 2019. It was $134.63 the week before. RevPAR increased to $87.15 during the week from $86.02 a week ago. However, it was reduced by 11.3 percent when compared to the same period in 2019.


“For the 3-day Columbus Day holiday weekend, Oct. 8-10, occupancy reached 72 percent as compared to 75 percent two years ago,” STR said.

None of STR’s top 25 markets recorded an occupancy increase over 2019. Tampa came closest to its 2019 comparable at 66.8 percent, a 3 percent drop. The market reported the highest RevPAR gain, 8.9 percent to $88.87 when compared to 2019, driven by ADR.

Miami reported the largest ADR increase, up 13.8 percent to $184.58 when compared to two years ago.

San Francisco/San Mateo experienced the steepest occupancy decline from 2019, reducing 41.2 percent to 52 percent.

The largest RevPAR deficits were in San Francisco/San Mateo, which dipped 62.1 percent to $90.19 and New York City, down 45.5 percent to $163.58.

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Report: Hotels hold margins despite revenue slump

Report: Hotels hold margins despite revenue slump

Summary:

  • U.S. hotels adjusted strategies as revenue fell short of budget, HotelData.com reported.
  • Hoteliers prioritized cost, labor and forecasting over rate growth.
  • Six 2026 strategies include shifting from static budgets to real-time forecasts.

U.S. HOTELS ADJUSTED strategies to protect profit margins despite revenue lagging budget, according to Actabl’s HotelData.com. RevPAR averaged $119.22 through Sept. 30, 9 percent below budget, while GOP margins held at 37.7 percent, 1.2 points short of target.

HotelData.com’s “Hotel Profitability Performance Report for Q3 2025” showed operators adjusting forecasts, controlling labor and costs and protecting margins as demand softens and expenses rise. The report indicates an industry shift, with hoteliers relying less on rate growth and more on cost control, labor strategies and forecasting to maintain profitability.

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