Atlanta rates projected to triple during Super Bowl
Atlanta rates projected to triple during Super Bowl
05 DECEMBER 2018 8:31 AM

Atlanta hosts Super Bowl LIII in February, and while the market has one of the highest number of hotel rooms available among the past eight Super Bowl host cities, Atlanta's absolute occupancy and ADR are expected to be lower than those of past Super Bowl host markets.

BROOMFIELD, Colorado—Hotel room rates are projected to triple in the Atlanta market during the three nights of Super Bowl LIII weekend, according to STR’s Consulting & Analytics office.

“A typical early February weekend in Atlanta will produce an average daily rate of approximately $90, but with the Super Bowl at Mercedes-Benz Stadium, ADR for the market is likely to be in the vicinity of $270,” said Blake Reiter, STR’s director of custom forecasts.

“Atlanta is a large market with an established base of demand across the transient and group segments. As such, while we do project a significant boost in occupancy for Super Bowl weekend, much of the approximate 350% projected gain in revenue per available room will be driven by ADR growth.”

When compared with the eight previous Super Bowl host markets, Atlanta will be near the top of the list in terms of the number of hotel rooms available at the time of the event. However, the market’s absolute occupancy and ADR project to be among the lowest in that group of past host markets.

“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,” Reiter said. “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.”

Atlanta last hosted a Super Bowl (at the then Georgia Dome) in 2000. That weekend, occupancy averaged 79.0%, while ADR was $137.28.

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Haley Luther
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