2011 LODGING INDUSTRY PROFILE
 Prepared by the American Hotel & Lodging Association

 

All figures are for year-end 2010. Figures for 2011 will not be available until mid-2012.

2010 At-a-Glance Statistical Figures   2011 LIP 
51,015   properties*
4,801,890 guestrooms
$127.7 billion in sales
$56.47   revenue per available room (RevPAR)
57.6% average occupancy rate
 *Based on properties with 15 or more rooms. 

 

In 2010, the lodging industry generated $18.0 billion in pretax profits. Total industry revenue increased slightly to $127.7 billion in 2010, up from $127.2 billion in 2009. 
 

THE LODGING INDUSTRY
The average room rate was $98.07 in 2010 - up from $97.85 in 2009. The average room rate was $107.18 in 2008, $104.24 in 2007, $97.97 in 2006, $91.06 in 2005, $86.26 in 2004, $82.80 in 2003, $82.68 in 2002, $83.91 in 2001, and $85.11 in 2000.

Source: STR 

THE TOURISM INDUSTRY
In the United States, travel and tourism is among the nation’s largest services export industries, and one of America’s largest employers. In fact, it ranks as one of the top 10 largest industries in 48 states plus the District of Columbia. The tourism industry includes a number of interrelated businesses – lodging properties, airlines, restaurants, cruise lines, car rental firms, travel agents, and tour operators, among others.

Tourism’s Effects on our Economy 

  • Resident and international travelers in the United States spend an average of $2 billion a day, $86.6 million an hour, $1.4 million a minute, and $24,000 a second.
  • Tourism generates $759 billion in sales (excluding international passenger fares on U.S. airlines).
  • The tourism industry pays $118 billion in federal, state, and local taxes.

Lodging and Overall Tourism Employment 

  • The travel and tourism industry pays $188 billion in travel-related wages and salaries and employs 1.76 million hotel property workers.
  • Tourism directly supports more than 7.4 million travel and tourism jobs.
     

PROMOTIONAL SPENDING
In the 2009-2010 fiscal year, U.S. states planned to spend a projected $663.8 million on development and promotion in the travel and tourism industry, a decrease of 11.0% from the 2008-2009 fiscal year. The most notable decreases include Connecticut, with a 82.9% decrease to $981,500 and Pennsylvania, with a 62.2% decrease to $11.2 million. Notably, Kentucky increased its budget 109.8% to $14,175,770. California and Illinois were ranked among the top three spenders, with budgets set significantly below Hawaii’s $71.8 million.  Hawaii has maintained the highest tourism budget for the past four years.  California planned to spend the most on domestic advertising, allocating a $20.5 million budget, followed by Texas ($19.1 million) and Florida ($14.4 million). The total collective domestic advertising and sales promotion budget was $252.4 million.  

Sources: U.S. Travel Association, Bureau of Labor Statistics 

2010 PROPERTY/ROOM BREAKDOWN 

By Location  Property*  Rooms+ 
Urban 4,859 753,612
Suburban 17,479 1,745,937
Airport 2,207 304,762
Interstate 7,346 498,064
Resort 3,763 595,135
Small Metro/Town 15,361 904,380
     
By Rate     
Under $30 777 54,031
$30-$44.99 6,619 406,377
$45-$59.99 14,454 895,547
$60-$85 15,789 1,385,880
Over $85 13,376            2,060,055
     
By Size     
Under 75 rooms 28,115 1,211,570
75-149 rooms 16,863 1,773,247
150-299 rooms 4,378 876,062
300-500 rooms 1,125 419,280
Over 500 rooms 534 521,731

* Based on a total of 51,015 properties.
† Based on a total of 4,801,890 guestrooms.
Source: STR

THE TYPICAL LODGING CUSTOMER IN 2010 

40% traveled for business
60% traveled for leisure

  • The typical “business room night” stay is by a male (68%), age 35–54 (47%), employed in a professional or managerial position (54%), earning an average yearly household income of $116,578. Typically, these guests travel alone (61%), make reservations (91%), and pay $124 per room night.
  • The typical “leisure room night stay” is by two adults (52%), ages 35–54 (37%), and 55+ (37%), earning an average yearly household income of $87,327. The typical leisure traveler also travels by auto (79%), makes reservations (88%), and pays $105 per room night.  
  • 36% of all business travelers spend one night at a hotel, 22% spend two nights, and 42% spend three or more nights.
  • Of leisure travelers staying in a hotel, 49% spend one night, 25% spend two nights, and 27% spend three or more nights.  
     Source: D.K. Shifflet & Associates, Ltd. 

INTERNATIONAL TRAVEL 

  • The United States receives a larger share of world international tourism receipts than any other country in the world. In 2010 spending on travel increased 12% to $134 billion, including $104 billion spent at destinations in the U.S. and another $31 billion on passenger fares on U.S. carriers. The U.S. share of 2010 world tourism receipts was at the top (11.3%), double that of second-ranked Spain (5.7%).
  • In 2010 international* travelers to the United States increased 9% over 2009 to a record 59.7 million. Overseas** arrivals increased 11% to a record 26.4 million. Canadian arrivals also increased by 11% to a record 20.0 million. Mexican arrivals increased by 1% to 13.4 million.  
  • The top 10 countries in terms of U.S. arrivals for 2010 were Canada (20.0 million), Mexico (13.4 million), the United Kingdom (3.9 million), Japan (3.4 million), Germany (1.7 million), France (1.3 million), Brazil (1.2 million), South Korea (1.1 million), Australia (904,000), and Italy (838,000). These 10 countries accounted for 80% of U.S. visitors.
  • Individual country performances were mostly positive. Only one of the top 10 countries had a visitor decrease in 2010 (United Kingdom), and six reached a record visitation level (Canada, France, Brazil, South Korea, Australia, and Italy).
  • The impact of international travelers on the hotel industry is considerable; international visitors accounted for 21% of all lodging sales.***  In 2010, 20.9 million overseas travelers and another 10.6 million Canadians (2010 estimated from 2009 data) stayed in a hotel/motel during their U.S. visit. The average length of stay for overseas hotel visitors was 8.5 nights; the average party size was 1.7 travelers. The main purposes of trips for overseas travelers who stayed in hotels and motels were leisure/recreation/ holiday (62%), and business/convention (25%). These mobile travelers visited 1.7 states while in the country and traveled by taxis and limousines (47%), rented cars (34%), and air (28%) within the country.  
  • The outlook for 2011 calls for an increase of 7% in foreign visitors due to strengthening economies worldwide and pent-up travel demand, favorable currency exchange rates for most major currencies, and from continued growth from developing countries. Through April 2011, arrivals are up 8% from overseas markets and up 6% from Canada.

*International includes Canada, Mexico, and overseas.
**Overseas excludes Canada and Mexico.
***Bureau of Economic Analysis. Most recent data available.
 

Sources: U.S. Department of Commerce, International Trade Administration, Office of Travel & Tourism Industries; U.S. Department of Commerce, Bureau of Economic Analysis, Statistics Canada; Banco de Mexico.