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STR: Occupancy flat in week ending Dec. 12

Tampa, Florida, sees highest occupancy with 47.6 percent

U.S. HOTELS SAW little change in performance during the second week of December compared to the previous week, according to STR. Occupancy and all metrics remain down substantially from last year.

During the week ending Dec. 12, occupancy was 37.8 percent, up slightly from 37.4 percent the week before but 37.4 percent less than the same week last year. ADR was $85.88 compared to $86.21 and down 31.7 percent year over year, and RevPAR averaged $32.49, a slight increase from $32.23 the prior week and a 57.3 percent decline from the previous year.


The top 25 markets together had lower occupancy than the national average, 35.6 percent but higher ADR, $90.81. With 47.6 percent occupancy, Tampa/St. Petersburg, Florida, led the markets in that metric.

Markets with the lowest occupancy levels for the week were Oahu Island, Hawaii, with 22.8 percent and Minneapolis/St. Paul, Minnesota-Wisconsin, with 24.1 percent.

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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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