Kalibri Labs: Occupancy, ADR Improving; More Industry Trends

NATIONAL REPORT—Kalibri Labs has released updated data from its COVID-19 Industry Health Dashboard, which is designed to provide critical insights to the hotel community as it weathers the storm of COVID-19.

Among the highlights are the following:

  • Despite potential spikes in cases in regions across the U.S., occupancy and ADR continue to show a steady, upward trend across all rate categories. ADR improvement is probably more a function of a more balanced mix of middle- and upper-tier bookings than actual room rate growth.
  • Promotion + Loyalty Member Rate continues to be a bright spot in demand growth, with Rack/BAR and OTA also continuing to grow. This shows encouraging signs that loyalty programs can be an effective and competitive demand generator as the recovery progresses.
  • Airline ticket purchases are down week over week. This is most likely a reflection of the rise in cases in the U.S. and corresponding concern over future travel restrictions. Kalibri Labs will be looking to see if this decline both continues and is reflected in occupancy performance in the coming weeks.
  • Group bookings continue to struggle to come back in the face of persisting social restrictions in most regions of the U.S.