US hospitality market approaching 10 years of consecutive growth: Deloitte report
Deloitte’s 2019 US Travel and Hospitality Outlook suggests expansion cycle will continue for a while despite fears of slowdown
For major hospitality companies, the United States is one of the most important markets in the world.
It isn’t the largest or fastest growing—both of those titles would go to the Asia Pacific region—but with its wide variety of cities and ample opportunities for business events and travel, it remains one of the most important nations for hotel operators and investors.
A recent report from Deloitte—the 2019 U.S. Travel and Hospitality Outlook report—included a good deal of valuable information about the hospitality market in the United States.
GROWTH DESPITE FEARS
First and foremost, it’s important to note that the hospitality market in the US is approaching nearly 10 consecutive years of growth.
However, at the same time the late stage of the hotel upcycle in the U.S. has started to increasingly give way to caution.
Historical context indicates that hotel upcycles such as this one generally last about a decade before giving way to periods of soft demand, which is maybe what the hotel market in the U.S. will involve in the near future, according to the report.
Still, Deloitte indicates that many factors suggest the expansion cycle will continue for at least a little while longer.
DIP IN MOMENTUM?
Indeed, industry forecasts remain positive throughout 2019, remaining in the green but also suggesting just a slight dip in momentum.
Metrics expected to slip in 2019 include average daily rate (ADR), revenue per available room (revPAR), and occupancy, compared to their 2018 levels.
The report notes that in general hotel down cycles are sparked by catalysts outside the hospitality industry, such as the financial collapse of 2008.
With this in mind, it is difficult to precisely forecast the future of the hospitality market without also knowing what’s in store for the world at large.
In terms of actionable advice, the report notes that hoteliers would do well to plan for the long term.
Some specific notes include turning private rental companies into potential allies, forging specific brand strategies to last, and tapping into the in-destination activities market to ensure that guests leave with memorable activities.
Let’s take a look at a few other projects currently underway in United States of America:
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