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STR: U.S. hotel performance down in the first week of March

Norfolk/Virginia Beach closest among top 25 markets to reaching 2019 levels

STR:  U.S. hotel performance down in the first week of March

U.S. HOTEL PERFORMANCE was down in the first week of March from the week before, according to STR. However, ADR was up during the week compared to 2019.

Occupancy was 61.2 percent  for the week ending March 5, down from 62.2 percent the week before and down 8.2 percent for the same period in 2019. ADR was $137.96 for the week, decreased from $143.83 the week before and up 4.7 percent from two years ago.


RevPAR was $84.39 for the week, down from $89.45 the week before and down 3.8 percent from the same period two years ago.

None of STR's top 25 markets showed an occupancy increase during the period over 2019. Norfolk/Virginia Beach came closest to its 2019 comparable, down just 0.8 percent to 56.3 percent.

Miami posted the highest ADR, up 27.3 percent to $311.19 and RevPAR, increased 25 percent to $254.37, over 2019.

San Francisco/San Mateo posted the the largest occupancy decrease, down 36.8 percent to 51 percent, from 2019.

The steepest RevPAR deficits were in San Francisco/San Mateo, down 64.2 percent to $87.61, followed by Washington, D.C., which fell 38.9 percent to $74.70.

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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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