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STR: U.S. hotel performance flat in third week of January

The Tampa, Florida, market led the top 25 in terms of occupancy

STR: U.S. hotel performance flat in third week of January

U.S. HOTEL PERFORMANCE remained relatively flat during the third week of January, according to STR. Tampa, Florida, led the top 25 markets in terms of occupancy.

Occupancy was 48.7 percent for the week ending Jan. 22, and it was 48.8 percent the week before.  It was down 15.9 percent from the comparable week in 2019. ADR was $122.17 for the week, almost same as the week before at $122.12 and down 1.4 percent from two years ago. RevPAR reached $59.52, it was $59.57 the prior week and down 17.1 percent from the same period two years ago.


None of STR's to 25 markets recorded an occupancy increase during the period compared to two years ago. Tampa came closest to its pre-pandemic comparable in the third week, down just 1.7 percent to 72.1 percent. It also posted the largest ADR rise, up 14 percent to $151.74. The only RevPAR increase was also registered at Tampa, up 12 percent to $109.39.

The largest occupancy decrease happened in San Francisco/San Mateo, down 46.5 percent to 39.3 percent.

The steepest RevPAR deficits were in San Francisco/San Mateo, dipped 66.7 percent to $61.46, followed by Anaheim/Santa Ana , decreased 48.6 percent to $68.64.

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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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