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STR: Martin Luther King holiday drags U.S. hotel performance in week of Jan. 21

Tampa reported the highest increase in all metrics over 2019

STR: Martin Luther King holiday drags U.S. hotel performance in week of Jan. 21

U.S. HOTEL PERFORMANCE was down in the third week of January compared to the week before on account of the Martin Luther King Jr. holiday, according to STR.

Occupancy was 54.2 percent for the week ending Jan. 21, slightly down from 54.8 percent the week before and decreased 6.2 percent from 2019. ADR was $140.16 during the week, dropped from $144.81 the week before and up 11.3 percent from three years ago. RevPAR reached $75.97 in the third week, decreased from $79.38 the week before and up 4.4 percent from January 2019.


Among STR’s top 25 markets, Tampa reported the highest increase over 2019 in all metrics during the week, with occupancy up 6.8 percent to 78.8 percent, ADR rising 31.9 percent to $174.78 and RevPAR up 41 percent to $137.76.

The steepest RevPAR declines were in San Francisco, dropped 41.5 percent to $108.60 and Seattle, down 29.2 percent to $67.42, over 2019.

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Hilton Launches ‘Diamond Reserve’ in Hilton Honors Loyalty Program
Photo Credit: Hilton

Hilton launches ‘Diamond Reserve’ loyalty level

Summary:

  • Hilton introduced Diamond Reserve, its top Honors tier for frequent travelers.
  • Diamond Reserve requires 80 nights and $18,000 in annual eligible spend.
  • The company also lowered requirements for its two existing elite tiers.

HILTON WORLDWIDE HOLDINGS introduced Diamond Reserve, a top tier in Hilton Honors loyalty program that will debut in January. It includes perks such as a Confirmable Upgrade Reward at booking, guaranteed 4 p.m. late checkout and 24/7 customer service.

Meanwhile, Hilton is lowering requirements for its two existing elite tiers, the company said in a statement. Beginning in 2026, Gold will require 25 nights instead of 40 and Diamond 50 instead of 60. Existing benefits, including room upgrades, food and beverage credits and lounge access, remain unchanged.

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