THE TEAMS HAVE not yet been chosen, but already STR is predicting heavy crowds for Super Bowl LIII in Atlanta this February. The throng of visitors is expected to cause hotel rates to triple.
While ADR for early February in the city would typically be around $90, during the game at Mercedes-Benz Stadium it is expected to rise to $270. Occupancy is expected to rise to 80.9 percent, a 50.7 percent increase over average years. RevPAR is expected to be around $219, a 349.9 percent increase.
Atlanta will have some of the most rooms available during the game when compared to the eight previous Super Bowl host cities, but its absolute occupancy and ADR are expected to be among the lowest in the group. For example, last year’s host city, Minneapolis/St. Paul, Minnesota-Wisconsin, saw ADR of $354.41, a 267 percent rise, and RevPAR of $327.70, a 626 percent increase. Houston saw ADR of just slightly higher than Atlanta’s projected high, $278.03 for a 203.4 percent increase, and RevPAR of $234, up 355 percent.
“Generally, larger markets like Atlanta or New York won’t necessarily see occupancy or rate gains as significant as others because there is more room inventory available to the consumer,” said Blake Reiter, STR’s director of custom forecasts. “The most marked Super Bowl impacts have been experienced in cities sized like Indianapolis and Minneapolis, where supply is more limited and there’s not otherwise a substantial amount of demand to those markets at that time of year.”
When Atlanta last hosted a Super Bowl in 2000, occupancy averaged 79 percent, while ADR was $137.28.