Judy Maxwell, Asian Hospitality
Read the story at: Asian Hospitalit
The market has 216 hotels with more than 52,000 rooms. Overall committed occupancy is up 11 percent and ADR has increased by a whopping 90 percent year-over-year for Thursday, Feb. 4, through Monday, Feb. 8. The highest room rate TravelClick has seen is $1,999, said John Hach, senior industry analyst with TravelClick. The majority of the Super Bowl ticket holders and hotel guests typically are groups and corporate business, he said.
In the Santa Clara market this year, bookings have come primarily from corporate entertainment and small special interest groups. Meanwhile, transient or individual bookings are softer. But a hotel with a great follow-up marketing plan and over-the-top customer service can turn this weekend’s mass of visitors into return guests one at a time.
Hach advised hoteliers to “maximize guest satisfaction throughout the on-property experience – this is especially important during events like the Super Bowl when guests are paying a premium to stay at a hotel.” The lighter transient booking trend makes one wonder where these Super Bowl fans might be staying. The market already has more demand than average. San Francisco’s occupancy, for example, is normally higher than the U.S. average. PKF last year reported an average 84.1 percent.
Airbnb seems to be picking up the slack this weekend. It says its hosts will see 15,000 guests at an average rate of $225 per night throughout the Santa Clara market. The reach of Airbnb includes markets beyond the Super Bowl neighborhood. The Internet-booking company reports 4,000 different listings spread across more than 40 different cities or municipalities, from San Francisco to the Peninsula and throughout the South Bay. “And many of these guests will stay in areas and neighborhoods that don’t typically see significant tourism revenue during major events. Typical hosts in cities like San Mateo, Fremont, and Redwood City will make over $1,000 from their Super Bowl reservations,” Airbnb said.