Latest figures on occupancy and hotel revenues show a peak of tourist interest in Florida’s Historic Coast.
The St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau (VCB) announced today that January occupancy and hotel revenue rates have reached their highest point since pre-recession 2008.
The January 2012 report from Smith Travel Research (STR), a private company that tracks supply and demand data for the hotel industry and provides market share trend analysis, indicates that in January 2012, lodging properties on Florida’s Historic Coast generated 18.7% more revenue than January 2011, plus January 2012 hotel room occupancy was 14.5% more than last year. The average daily rate paid for overnight accommodations in the destination also increased by 3.7% during the month – the twelfth-consecutive month this important measurement of occupation demand has shown an increase. This double-digit increase compounded last January’s strong increases over the same month in 2010.
“The lodging industry and VCB Team continued to pile on the growth in January with numbers not seen since January 2008, before the recession took hold. ,” said Richard Goldman, Executive Director of the VCB. “We need to build on this growth as we approach spring 2012 especially due to the fact that pundits are warning gas prices could slow the growth of tourism business during business”.
This information follows the December 2011 STR report which showed that for the entire year, Florida’s Historic Coast lodging properties experienced a 3.2% increase in hotel occupancy, a 4.1% increase in average daily rates, a 7.4% increase in revenue per available room, a 2.5% increase in rooms sold and a 6.7% increase in revenue over the previous year.
“It is a great tribute to our lodging professionals and our VCB Team that December 2011 saw a return to our historic highs. There is still much to do, but it was rewarding to end the year with 12-month occupancy and lodging revenue not seen since the heady days of 2007 and 2008.” said Goldman.
It is believed that a recovering economy, targeted advertising initiatives, enhanced national news coverage, and, of course, an improved destination contributed to the successful recovery and growth of the tourism industry in St. Augustine, Ponte Vedra & The Beaches.
Located midway between Daytona Beach and Jacksonville, Florida’s Historic Coast includes historic St. Augustine, the outstanding golf and seaside elegance of Ponte Vedra, 42 miles of pristine, Atlantic beaches – the same beaches that greeted Ponce de Leon in 1513 when he discovered and named La Florida, an area whose boundaries encompassed what would later become the eastern United States. For more information on events, activities, holiday getaway and vacation opportunities in St. Augustine, Ponte Vedra & The Beaches, go to the Visitors and Convention Bureau website at www.FloridasHistoricCoast.com, become a fan on Facebook or call 1.800.653.2489.
Barbara Golden, Communications Manager
904-209-4425 St. Augustine, Ponte Vedra & The Beaches
Visitors & Convention Bureau
29 Old Mission Avenue, St. Augustine, FL 32084