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STR: U.S. hotel performance breaks Thanksgiving week record

However, occupancy and RevPAR decreased from the previous week

STR: U.S. hotel performance breaks Thanksgiving week record

U.S. HOTELS HIT a new Thanksgiving holiday performance record in the fourth week of November, according to STR. All performance metrics were up during the week when compared to same period in 2019.

Occupancy was 53 percent for the week ending Nov. 27, down from 59.7 percent for the week before and an increase of 4.6 percent from the same Thanksgiving period two years ago. ADR for the week was $128.41, up from $126.66 the week before and increased 14.3 percent when compared to two years ago. RevPAR decreased to $68 for the week from $75.60 the week before but increased 19.6 percent for the same period in 2019.


Among STR’s top 25 markets, Dallas saw the largest occupancy increase during the fourth week, up 12.2 percent to 54.8 percent, over the same period two years ago.

Phoenix reported the largest ADR increase when compared to 2019, up 35.1 percent to $143.30.

Oahu Island experienced the steepest occupancy decline, down 25.3 percent to 58.5 percent over 2019.

The largest RevPAR deficits were in Oahu Island, down 20.7 percent to $147.63, followed by San Francisco/San Mateo, down 18.1 percent to $76.37, during the fourth week of the month.

However, none of the top 25 markets posted lower ADR decline than the 2019 comparable.

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Hilton Launches ‘Diamond Reserve’ in Hilton Honors Loyalty Program
Photo Credit: Hilton

Hilton launches ‘Diamond Reserve’ loyalty level

Summary:

  • Hilton introduced Diamond Reserve, its top Honors tier for frequent travelers.
  • Diamond Reserve requires 80 nights and $18,000 in annual eligible spend.
  • The company also lowered requirements for its two existing elite tiers.

HILTON WORLDWIDE HOLDINGS introduced Diamond Reserve, a top tier in Hilton Honors loyalty program that will debut in January. It includes perks such as a Confirmable Upgrade Reward at booking, guaranteed 4 p.m. late checkout and 24/7 customer service.

Meanwhile, Hilton is lowering requirements for its two existing elite tiers, the company said in a statement. Beginning in 2026, Gold will require 25 nights instead of 40 and Diamond 50 instead of 60. Existing benefits, including room upgrades, food and beverage credits and lounge access, remain unchanged.

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