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Sweet Stats on Super Bowl Hotel Stats from Expedia

Monday, January 21, 2013
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Football’s biggest day means big business to the city that’s lucky enough to be selected to host, and this year is proving no different for New Orleans, whose 35,000 rooms compare well to Indianapolis, the host of the big game in 2012. With less than two weeks before the big event, Expedia Market Manager Ted Bogan, III offers a look at the stats from the lens of Expedia, Inc.

The Stats
• Average Daily Rate (ADR) is trending almost 20 percent ahead of Indianapolis’s pace last year at approximately $370.
• New Orleans is proving to be a popular destination for the fans as room nights are pacing over 130% compared to Indianapolis last year.
• Average Length of Stay (LOS) is trending at 3.6 nights, comparable to 2012.

RED ZONE Trends
Strategies tend to change as hotels approach the end zone. In the week leading up to super Sunday, ADR and LOS decreased. Indianapolis is most notable because of its comparable size, but even substantially larger markets experienced a downturn.

2012 (Indianapolis) 2011 (Dallas) 2010 (Miami)
ADR* 76% 82% 91%
LOS** 1.5 vs. 3.6 1.9 v 2.3 1.8 v 2.1
*Percent of Overall
** Final Week vs. Overall

The Analysis
“Some fans wait until after the playoffs to make their plans, so this week may be your last opportunity to maximize ADR and length of stay,” said Bogan. “Just like the players, hoteliers need to leave it all on the field. If history repeats itself next week, rates will drop and length of stay requirements will go out the window like Mardi Gras beads off a balcony.”

The Playbook
• Bring Your A-Game. With only 10 days until fans start pouring into town, keep all of your distribution channels open to maximize the influx of demand.

• Watch Out for the Blitz. Check comp set websites daily, even twice daily.

• Look Out for the Sneak Play. Recognize that for major events, nearby cities like Gulfport/Biloxi and Baton Rouge are only an hour away and offer guests a substantial savings. Plan your offerings accordingly.

• Get the Field Goal. The majority of fans plan their trip from Friday through Monday. Incent guests to stay extra nights by offering a discount for Thursday and Monday nights.

• Go for Two. The big game seems to be cannibalizing some of the traditional demand for Mardi Gras. Consider discounting the middle of the week to get guests to string together both events.

About Expedia, Inc.
Expedia, Inc. is the largest online travel company in the world, with an extensive brand portfolio that includes some of the world’s leading online travel brands, including:
• Expedia.com®, the world’s largest full service online travel agency, with localized sites in 30 countries
• Hotels.com®, the hotel specialist with sites in more than 60 countries
• Hotwire®, a leading discount travel site that offers opaque deals in nine countries on its eight sites in North America and Europe
• Egencia®, the world's fifth largest corporate travel management company
• eLong™, the second largest online travel company in China
• Venere.com®, the online hotel reservation specialist in Europe
• Expedia Local Expert®, a provider of in-market concierge services, activities and experiences in 18 markets worldwide
• Classic Vacations®, a top luxury travel specialist

The company delivers consumers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers the opportunity to reach a highly valuable audience of in-market travel consumers through Expedia® Media Solutions. Expedia also powers bookings for some of the world’s leading airlines and hotels, top consumer brands, high traffic websites, and thousands of active affiliates through Expedia® Affiliate Network. For corporate and industry news and views, visit us at www.expediainc.com or follow us on Twitter @expediainc.

Trademarks and logos are the property of their respective owners. © 2012 Expedia, Inc. All rights reserved. CST # 2029030-50

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