Sigh, big sigh, and another sigh.
Because really, at this point, is there anything else to say about absolute denial of reality?
Sure,I knew the temporary appearance of accepting reality wouldn't last. But who knew denial would set in again so quickly?
The good folks at STR just posted results for January 2010. Here's what they found:
The U.S. hotel industry posted declines in all three key performance measurements during January 2010, according to data from STR.
In year-over-year measurements, the industry’s occupancy ended the month virtually flat with a 0.4-percent decrease to 45.1 percent. Average daily rate dropped 7.1 percent to finish the month at US$93.93. Revenue per available room for the month decreased 7.4 percent to finish at US$42.35.
Here's where the big sigh comes in. The industry posts declines, yes declines, in all 3 key performance areas for January.
And what are we told the takeaway from those results are?
Unbelievably, it's this:
“January’s results continue the pattern of demand improvement that began toward the end of 2009,” said Mark Lomanno, president of STR. “We expect this trend of positive demand growth to continue throughout most of this year. Hopefully, this will result in a firming of prices before too many more months go by.”
Demand improvement?
I suppose that because it's less of a decline than last year - the worst year on record for the industry - that some folks see that as good. I'm not one of them.
Sigh. Big sigh. And another sigh.
Now, it's not like I'm hoping for bad news. I wish, as much as anyone else, that this whole nightmare was over and that folks were just traveling like it's 1999.
But here's the thing. Ain't. Gonna. Happen. And yes, you can quote me on that.
Please folks. Can we start getting real already? Is that too much to ask?
