PKF Hospitality Research Releases Improved Forecast

U.S. lodging demand has remained strong, according to PKF Hospitality Research, and as a result the company has edged up its forecast, predicting a 7.8 percent increase in demand for this year. That growth significantly outpaces the 2.0 percent hike in supply, which should lead to a record 5.7 percent occupancy increase. The company's latest forecast predicts a 0.1 percent decline in average daily rate for this year, which is consistent with the company's previous forecast, from September. But the 5.6 percent gain in revenue per available room now forecast is a full percentage point higher than the September outlook, owing to the strong demand and associated increase in occupancy. Ten major U.S. markets should enjoy an increase in average daily rate this year, according to the company. The forecast for 2011 is slightly more optimistic as well: PKF-HR currently predicts a 3.3 percent increase in demand, which should drive a 6.3 percent RevPAR increase.