Tourism & Cruises

Hotels see July uptick in occupancy, rates

Beach goers enjoy a day on the sand in South Beach earlier this month. According to new data released Thursday by STR, hotels in South Florida saw improved performance in July.
Beach goers enjoy a day on the sand in South Beach earlier this month. According to new data released Thursday by STR, hotels in South Florida saw improved performance in July. AP

After a couple of middling months, hotel occupancy was up again throughout South Florida in July. Room rates rose along with the number of guests, leading to revenue gains across the board.

According to new data out Thursday from travel research firm STR, hotels in Miam-Dade, Broward and the Florida Keys all saw gains last month. In May and June, occupancy in Miami-Dade and the Florida Keys dropped as more hotel rooms came online, while Broward saw small growth or flat occupancy.

In Miami-Dade, hotels were about 78 percent full in July, an increase of nearly 4 percent compared to the previous year. Average room rates jumped about 5 percent to more than $155 a night. Per-room revenue was $121.25, up nearly 9 percent.

William Talbert III, president and CEO of the Greater Miami Convention & Visitors Bureau, said the addition of new air service in recent months as well as discounted spa treatments as part of the Miami Spa program helped drive traffic in July.

“July was a good month and we expect August to continue it,” he said.

Broward hotel occupancy was over 78 percent, a 3.6 percent increase, with average daily rates jumping about 5 percent to nearly $109. Revenue per available room ticked up almost 9 percent to $85.18.

Hotels had their strongest July ever in the destination, tourism leaders said.

“The numbers don’t lie, we are experiencing our best summer on record,” Nicki Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau, said in a statement. “High-profile events including the National Urban League and new airline inaugurals contributed to July’s success, and the destinations 68th month of continued growth.”

The Florida Keys also saw an upward trend. Hotel occupancy increased just a percent to about 84 percent, but room rates soared more than 8 percent to almost $247 a night. Per-room revenue increased 9.4 percent to more than $207.

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