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PKF Hospitality Research is doubling its predicted drop in hotel profitability for 2009 in a revised industry forecast. PKF now projects RevPAR and profit declines of 4.3 percent and 7.9 percent, respectively, for U.S. hoteliers in the coming year. "The speed and severity of the downturn in the national economy, both that which has already occurred and that which is anticipated for the year ahead, has vastly exceeded our previous expectations," says Mark Woodworth, president of PKF. "Thus, for only the second time since the events of Sept. 11, we feel that a mid-term update is warranted." The projected deterioration in industry performance will be driven primarily by a 1.5 percent decline in 2009 lodging demand aggravated by a 3 percent rise in supply. Given the increased competitive market conditions, U.S. hoteliers may only be able to raise their room rates by 0.1 percent next year.
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