Miami Super Bowl may be most expensive yet for hotel guests, analysts say
Miami’s upcoming Super Bowl may be the most expensive for visitors yet.
The average daily hotel room rate in the Miami market could reach above $500 for the weekend January 31-February 2, 2020, according to an analysis by STR, a hospitality data company. If that happens, Miami’s 2020 Super Bowl will be the most expensive big game in recent history for hotel guests.
STR’s consulting and analytics office estimates that the average daily rate in the Miami market — comprising much of Miami-Dade County — will be between $520 and $540 over Super Bowl weekend. That’s more than double the average daily rate for the same weekend in 2019, and a 55 percent increase from the weekend of Miami’s last Super Bowl in 2010.
The projection puts Miami’s room rate far above Atlanta’s for the 2019 Super Bowl — $313.40 — and San Francisco/San Jose’s in 2016 — $402.60. South Florida’s popularity as a winter tourism destination may explain the high estimate for Miami.
“Miami is interesting because high season for the market is February and March,” Blake Reiter, STR’s director of custom forecasts, said in a statement. “The ADR we are forecasting is unprecedented because the market is already so strong in February. This mega event is adding a layer to that already elevated performance.”
Since Miami last hosted the Super Bowl in 2010, the market has added around 10,000 rooms. STR estimates that hotel occupancy will be higher than 90 percent.
The STR projection does not include home rentals like Airbnbs. An annual survey commissioned by the Greater Miami Convention and Visitors Bureau found that only 9% of domestic visitors stayed in Airbnbs when visiting Miami in 2018, compared to 75 percent who stayed in hotels.
This story was originally published December 4, 2019 at 9:00 AM.
